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GLORIA LIPSTICKS
PREFACE
This presentation illustrates the Pricing Strategy implied by GLORIA Lipstick, the product of Diva International Ltd.
CONTENTS
Introduction Pricing Strategies for New Product Market Analysis
GLORIA LIPSTICKS
SWOT Analysis
Marketing Strategy and Marketing Mix
Pricing Objectives
BY DIVA INTERNATIONAL LTD.
INTRODUCTION
The Diva International Inc is a French company,
GLORIA LIPSTICKS
which has 5 yrs history in the industry of cosmetics. Diva International Inc Paris was incorporated on 2nd November 2006. It has very wide product line which includes Lipsticks, Perfumes, Face Wash and long list of toiletries. Now it has started its operations in India. Diva International Ltd, India is under license from Diva International Paris. The company is planning to launch GLORIA Lipsticks.
BY DIVA INTERNATIONAL LTD.
INTRODUCTION. CONTD.
The company has set up its plant in Gujarat, Silvassa. The plant is fully automatic and works under robotic supervision and produces high quality products. It has imported all the machineries from France. The company has invested 10 million rupees in this project and plans to generate at least 12% market share this year and 5% customer base every year.
GLORIA LIPSTICKS
Diva has future plans to increase itsBY DIVA INTERNATIONAL LTD. product line in cosmetics & toiletries.
PRICING STRATEGY FOR OUR NEW PRODUCT IN THE NEW MARKET Penetration Pricing
Low price to secure High Volumes
GLORIA LIPSTICKS
Price set to penetrate the market & to capture the market share. Useful when launching into a new market with new product.
BY DIVA INTERNATIONAL LTD.
GLORIA LIPSTICKS
MARKET ANALYSIS
Market Research Due to Globalization & Commercialization the cosmetic Industry has grown up to Rs. 5000 Million.
GLORIA LIPSTICKS
Market Segmentation - Target College students, working Ladies and Models in Urban areas. Competitors Analysis Comparison and Evaluation with our Competitors like Lakme, Revlon, Loreal, Maybelline.
SWOT ANALYSIS
Strengths Brand Name, Competitive Pricing Strategy, Effective Distribution Channel, Global Technology. Weaknesses Required Aggressive Promotion, High Service Costs. Opportunities Future Diversification, Capture New Markets, Develop Brand.
GLORIA LIPSTICKS
Threats Price Competition, Resistance from Consumers, Low profit BY DIVA INTERNATIONAL LTD. margins.
MARKETING MIX
Product Unique combination of Flowers & Herbs. Price Economical Pricing Strategy. Promotion Push Strategy. Place Supermarkets, Malls, Stores, Beauty Parlours, Hypermarkets.
GLORIA LIPSTICKS
PRICING
Economy Pricing Strategy Set low price to penetrate into Lipstick market and maximize profit in the long run. Pricing Method Psychological Pricing. Price Discounts Promotional Discount to stimulate sales. Trade Discount to Retailers.
GLORIA LIPSTICKS
FINANCIAL ANALYSIS
Particulars Brand Ambassador Print Media Electronic Media Promotional Visit Production Expenses Total Total Cost 5,00,000 30,00,000 1,00,00,000 10,00,000 1,00,00,000 2,45,00,000
GLORIA LIPSTICKS
TARGET PRICING
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Setting
GLORIA LIPSTICKS
CONCLUSION
Once we become stable with our new product in new market, then our pricing decision will be based on influence of Elasticity. The degree of price elasticity impacts on the level of sales and hence revenue. Elasticity focuses on proportionate (percentage) changes. PED=% Change in Quantity demanded/ % Change in Price
GLORIA LIPSTICKS
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