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Name / Roll no. : Pooja Hojage - 2017 Sub : Digital Marketing Digital Marketing Plan for Shades (Cosmetic products)

Shades have created a brand concept consisting of both skin care and athletic apparel

utilizing multiple channels of distribution in last 3 years. We are seeking recurring

investment to fund the growth of the brand, and position the company for an IPO. The

plan that follows explains our market, our value proposition and our market

segmentation strategy. The detailed financial plans provide a clear view of our sales and

profit forecasts. These plans show how Shadeswill reach profitability in our third year

of operation and generate shareholder return on equity within five years.

1. Marketing Objective :

Our marketing objective is not to sell our cosmetics in the market but to sell the confidence to them who are born beautiful but not aware of it. Apart from this we will accomplish this using high quality manufacturing and research, a creative marketing program, and a comprehensive distribution network using both brick and mortar retail outlets, internet presence, and a consumer catalogue.

By utilizing this multi-channel approach we will be able to reach the niche market for quality personal care products rapidly and efficiently.

2. 4 P’s of marketing :

a. Product ~

Skin and body care products will be developed and produced at our contract facilities in France and California. The Shades is all into skin care and cosmetic products. In that we will offer a wide array of products including eye makeup, Lipsticks, Foundations, Compacts, Mascara, Lip gloss, moisturizer etc. and cosmetic products include eye makeup removers, cleansing creams, facial scrubs and masks and body lotions.

b. Place ~

Internet Marketing / E- commerce

c. Price ~

Showing the best price offers to the customers can get in other brands.

Pricing according to the factors that product have like : less chemical used, making availability of all skin tones/shades in the market, packaging in all shapes and sizes so that easy to carry etc. factors affect the price.

d. Promotion ~

Promotion can be done by various mode :

Traditional Marketing : Newspaper Ads, Pamphlets, Brochures

Printed Marketing : Flyers, Discount coupon at the bottom of Flyers, Promo codes for references, festive promo codes

Discounts : regular discount as per festivals & events

Free coupons : free coupons distribution on coupon sites, extra redeemable points or discounts for referral for existing customer.

Membership : Providing prime member ship to regular buyer at a discounted rate to improve his buying habbits.

3. C’s of Marketing :

a. Company : Shades (Cosmetics & Beauty Products)

b. Competitors: Other beauty brands and cosmetics brands (eg:

Avon, Clinique, Maybelline, L O’real, Body shop etc.)

c. Customers: Our targeted end user is between the ages of 24 and 65. They are female urban professionals with at least some college. This consumer has an active lifestyle. They are concerned about social and environmental issues. Mind and body wellness are important to them.

d. Collaborators : Collaborating with bloggers on various social media sites / apps, Collaborating with Film makers / celebrities.

4. SWOT analysis :

a. Strengths :

Availability of all skin tons / shades in the market

Less competition (with the brands provide all shades)

Pricing

Available on all medium size stores (offline & online)

Product quality

b. Weaknesses :

Chemical in makeup

Weak website

Profit margins are lower

c. Opportunities :

The shift in consumer behaviour

Increase in PCI

Increase in number of working women

Focus on personalisation

d. Threats :

Competition

Negative Publicity

Economic recession

5. Market Str ategy

Segmentation :

Demographic ~ Women

Geographic ~ Online (Across the world)

Psychographic ~ Impression, Attitudes, Preferences etc.

Behavioural ~ Attitude & Prefrences.

Target :

Our targeted end user is between the ages of 24 and 65. They are female urban professionals with at least some college. This consumer has an active

lifestyle. They are concerned about social and environmental issues. Mind and body wellness are important to them.