TITLE:
Research on Optimization of Marketing Strategy of Pierre Cardin Cosmetic Company in Angola
AUTHORS:
Fernandes Antonio Joao Nolatu
KEYWORDS:
Pierre Cardin, Angola, Marketing Strategy, Cosmetic Industry, Localization, Consumer Behavior, 7Ps, Digital Marketing
JOURNAL NAME:
Open Access Library Journal,
Vol.12 No.11,
November
24,
2025
ABSTRACT: This research investigates the optimization of the marketing strategy for Pierre Cardin Cosmetics in the Angolan market. Despite its global brand equity, Pierre Cardin remains a marginal player in Angola’s growing cosmetics industry, characterized by low brand awareness, limited market penetration, and insufficient consumer engagement. The study employs a mixed-methods approach, combining quantitative data from 250 consumer surveys with qualitative insights from interviews and focus groups conducted in key urban centers—Luanda, Benguela, and Huambo. The findings reveal critical strategic gaps: only 40% of consumers are aware of Pierre Cardin, and a majority perceive the products as overpriced and difficult to access. Furthermore, the brand’s marketing efforts show a significant lack of cultural adaptation and digital presence, limiting its appeal in a price-sensitive and digitally evolving market. Competitors like Nivea and L’Oréal outperform Pierre Cardin through stronger localization, distribution networks, and influencer engagement. Based on the 7Ps marketing mix framework, this study proposes a comprehensive set of localized strategies. Key recommendations include developing Angola-specific product lines, implementing tiered pricing, expanding distribution through formal and informal channels, launching culturally resonant promotional campaigns, and executing a digital-first marketing strategy leveraging social media and local influencers. The study concludes that a culturally sensitive, digitally integrated, and value-driven marketing approach is essential for Pierre Cardin to enhance its brand positioning, increase market share, and achieve sustainable growth in Angola.