COSMOVISUALIZER

A marketing Report
 COSMOVISUALIZER

Preface
This Marketing Plan is prepared for the course of “Principles of
Marketing” on our product “Cosmovisualizer”. In this marketing
plan we have the introduction, business analysis, target market of
the product and bit of financial analysis and given the industry
position of cosmetic based sofrtwares. This report covered almost
all aspects of the marketing plan.

This is a marketing plan of a software. A software which will enable all its female
customer shopping much more fun filled and exciting now. A software which
provides a whole range of cosmetic brands to its customers.

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Acknowledgement

We are grateful to our marketing teacher Sir Faisal Qazi for

embedding us with his profound knowledge regarding the
marketing course. His versatile knowledge in marketing field and
unique teaching style has developed our knowledge and cleared
many marketing concepts. We are thankful to him for assigning
this project to us as it helped us relate marketing concepts on a
more practical level and helped us in evaluating interrelated
dimensions of marketing. We have tried to accomplish the report
assigned by the instructor to the best of our abilities and
capabilities, but still there are a few problems in the report overall
that will be removed only by the guidance from the instructor. We
welcome and appreciate the error picking and suggestions from
our instructor as it will further help us in clearing our marketing
concepts in the real marketing. Finally we bestow our thanks to all
who has directly or indirectly supported us with their assistance
and guidance to compose this report and accomplish broader
vision to visualize things in marketing concepts.

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Table of Contents

INTRODUCTION…………………………………………………………………
………………………………………………5
Mission
Statement…………………………………………………………………………
……………………………5

MARKETING
PLAN………………………………………………………………………………
………………………………6

Executive
Summary…………………………………………………………………………
………………………….6
Current Marketing Situation, Marketing Description, Product
review…………………………………….6
SWOT
Analysis……………………………………………………………………………
…………………………….7
Objectives and
Issues………………………………………………………………………………
…………………..8
Action
Programs…………………………………………………………………………
……………………………...9

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DIFFERENT ASPECTS OF
MARKETING………………………………………………………………………
…………12

Marketing Basics, NEED WANT and

DEMAND……………………………………………………………..12
Company & Marketing
Strategy……………………………………………………………………………
………13
Marketing
Environment………………………………………………………………………
………………………18
Business Market & Buying
Behaviors…………………………………………………………………………
…..20
Product & Product Development
Stages………………………………………………………………………….22
Pricing
Strategy……………………………………………………………………………
……………………………29
Customer Value & Personal
Selling………………………………………………………………………………
..30

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Introduction
This is a project of a private based company which has introduced
a new software in market. The software is an industrial product
aimed to target the niche market retailers and shopkeepers. The
software will provide a new innovative database to the retailers
related to their brands of cosmetics and will hence make the
shopping easier for the female customers. The software will
capture the picture of the customer and with its special technique
apply the various cosmetics on the picture of those customers.
Through this process the buying would be easier and more
convenient for the customers while it will also enhance the sales
of the shopkeeper.

MISSION STATEMENT:

"Making the process of buying easier and

interesting"

COMPANY'S PRODUCT-ORIENTED DEFINITION:

‘We sell software which enhances your sales by making the

process of selection easier for your customers ’

COMPANY'S MARKET-ORIENTED DEFINITION:

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‘Buying becomes enjoyable and satisfactory and time saving.

Shopping was never so much full of fun ever before ‘

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Marketing Plan

EXECUTIVE SUMMARY:

As fashion industry is on its peak nowadays .everyone wants to

look as pretty as he or she can be. The channels like style 360,
AAG, OXYGENE, PLAY induce a sense in every one of what to buy
& how to buy. According to this rationale, we make a software
which will offer to cosmetics shops or parlors or saloons. It is a
type of software which will capture customer image & apply the
type of cosmetics which customer wants such as lipstick shade,
eye liners, eye lash colors, blush on, face powders & bases. The
concept is basically used to make such software which will boost
the sales as well gives more satisfaction to customers. We will
provide in it different companies cosmetics products shades as
augmented product. Our target market is upper & upper middle
business class. It can also be used in parlors for telling the
customer how it will look after make up or particular hair cut.

CURRENT MARKET SITUATION:

Cosmo is a new company launching its first product in Pakistan.

The product is offered into a new type of market which is
cosmetics software’s market. In Pakistan, cosmetics software’s
are rarely used in parlors & saloons. We offer our product to
cosmetic shops business market as well as the existing market
which consists of parlors & saloons. Competition is therefore at a
mediocre level. As trends are changing now and softwares have
taken place of different things, it is forecasted by Cosmo ltd that
their sales will be 60% in 1st year. Our target market is upper and
upper middle class cosmetics business market.

MARKET DESCRIPTION:

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Cosmo market is basically consists of cosmetic business users

who prefer to sell their cosmetic products to final consumers or
customers .They are basically aimed at using our software to tell
the customers which products suits on them and then sell their
products. In the second place, we offer it to parlors & saloons
business market. They can use it by telling how a customer will
look like after his or her make over.

PRODUCT REVIEW:
Cosmo visualize offers following features:

• All types of cosmetic companies products according to their

shades are saved in it.
• It will access on windows 98, 2000, xp, vista and 07.
• It has equipped with latest drivers of image capturing.
• We are offering 1 year warranty.
• We will provide a manual which guides the user how to
include latest shades of different products in the software.
• Image recognition functionality.
• Automatic deletion of image at the time of closing the tab.

COMPETITIVE REVIEW:

As we are entering into a new market, it is obvious that we are

not pushed by strong market competition. Competitors may be
entering into our market after analyzing our market share.

DISTRIBUTION REVIEW:

We will distribute our product by our own created sales force

because our product is very technical. We will sell our product
through direct marketing because our buyers need to know the
detailed information about the product since it is a new product
by a newly created company .we will sell our product through out
Pakistan in upper & upper middle class cosmetic business users.

SWOT ANALYSIS:

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Strength:

• Effective and experienced marketing group

• Good customization
• Strong brand awareness
• Well established consumer testing panel

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Weaknesses:

• Very high prices

• Incompatible brand identity
• Costs increase can get out of control due to increases from raw
material suppliers

Opportunities:

• New upcoming and talented teen market

• Increase in the number of consumers willing to buy online due
to growth of the internet.

Threats:

• New ‘affordable luxury’ entrants to the market threatening to

take share from premium brands
• Major competitor planning to amalgamate vertically and offer
direct selling to the consumer
• Rise in popularity of nail spas leading to decline in demand for
nail products

OBJECTIVES:

The first basic objective is to create product awareness among

our potential customers. Since, our software i.e. Cosmo visualizer
is not a much known concept we will have to do high promotion &
advertising. For this, advertising budget of rupees around 2
million will be split 50-50 between local advertising and sales
promotion. Also, as it’s a private brand so it will be available only
at our own outlets. We will enter the market with high prices of
20,000 rupees per software & will lower prices in later years as
profits start to climb & when competition starts prevailing. Our

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aim is to achieve a high market share of above 90% as at present

no competitor exists in Pakistan.

ISSUES:

In order to achieve the high projected market share, we will have

to specially look into good quality of the product to satisfy our
customers. As to launching the product in the market, we need
establish a good brand name linked to a meaningful positioning.
We would invest heavily in marketing to create a distinctive & one
of a kind brand image giving way to innovation, quality, creativity
&value. We also must measure the response of our customers to
develop & adjust our marketing strategy accordingly.

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MARKETING STRATEGY:

Cosmo visualizer marketing strategy is based on positioning on

product differentiation. Our target customers are high class
beauty parlors & salons where individuals of upper class come to
look & be their best. By using Cosmo visualizer they can show
their customer which look will suit best on them & thus, helping
them to achieve high customer satisfaction which in the end will
result in high satisfaction our customers & increase demand of
our product in different parlors & salons.

Positioning strategy: We will be positioning Cosmo visualizer as a

unique software. The marketing strategy focuses on Cosmo
visualizer as, making it much easier, convenient & timing saving
for salons & parlors to cater to their customers & to satisfy them.

Product strategy: The Cosmo visualizer including all the features

described in the earlier product review section will be sold with
one year warranty & after sales service facilities. Building the
Cosmo brand name is a part of our product strategy. The brand
along with the logo will be displayed on the packaging as well as
on the product itself & will be emphasized upon in different
promotion & advertising campaigns.

Pricing strategy: The introductory price of out product is 20,000/-.

This price is enough to attract potential customers & at the same
time will bring in profits for the company as sales start to grow.

Distribution strategy: for the distribution of our product we our

using direct marketing channels & all the stages of production,
selling & distribution are going to take place under a single
ownership of our company. In order to overcome this obstacle &
to support our product, we will provide our potential customer
with detailed handouts of our product along with all its’
specifications. We will give live demonstrations as to how the
visualizer works in our promotion campaigns.

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ACTION PLAN

The ACTION PROGRAMS:

“COSMO VISUALIZER” will be introduced in May 2011. Following is

the summary of the action program,
which we will follow during next six months to achieve our stated
objectives.

1st month:

During the very first month, we will spend Rs.100000 on training

of our sales manager and sales person who will be working at
“COSMO VISUALIZER” outlet so that they can work together
effectively and efficiently to enhance the sales of our product.

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2nd month:

We will be starting the advertising campaign of our product

targeting consumers. We will make advertisements through
newspapers, radio, TV, cable operators and billboards via
consulting to a known marketing agency.

3rd month:

We will be starting the advertising campaign continues, we will

add sales promotion tactics such as providing Product Packages,
Credit Card Acceptance, Displaying and Alteration of merchandise
(if there is any kind of defect or problem in running that software
then it will be replaced by a new one).

4th month:

We will hold trade sales contest offering prizes for the salesperson
that sells the most software during a month time. Similarly,
offering prizes for the customers that buy the most software.

5th month:

We plan to roll out a new advertising campaign this month. The

radio ads will feature celebrity voices and TV, billboards and
newspaper ads will show these celebrities holding their product.
MARKETING COMMUNICATING

STRATEGY:

Firstly we will be consulting to a nice marketing agency that will

be responsible for the promotion of "cosmo-visualizer" and we will
be using all types of media, and will be creating brand awareness
and differentiating the main points of our product. By using media

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we can have a better result in our sales. Advertisement will be

appearing on a regular basis on TV, radios and newspapers as to
retain our customers and communicate various differentiation
messages.

To attract more customers we will advertise and emphasize on

product differentiation by highlighting its benefits to the
customers and realizing them the need of innovation in buying
and selling process of cosmetics and designer
clothing. Our focus will be more on making our customers aware
of this innovative and useful product and realizing them the need
of technology in market.

MARKETING RESEARCH:

By using research methods we will be identifying the targeted

segments for our product and focus on their core needs and
benefits. The responses from market tests, surveys, and focus
groups will make it easy for us to design our product in such a
manner that it fulfills the expectation of customers to the
maximum level. We will also be looking at the customer's
feedbacks on competitor's product and analyze and modify it in
the best possible manner. Finally, we will ask our customers for
their feedbacks after they have once used the product.

MARKETING ORGANIZATION:

This chart shows the marketing structure of cosmo visualizer.

• Madiha Shakeel holds all the marketing related activities in the
organization, she has some areas under her vigilance.
• Maryam Zehra and Sidra come under the control of Madiha
Shakeel, being sales manager and advertising manager
respectively.
• Karen Campos and Bushra Khan are the regional managers and
their department comes under the area of sales management
which is headed by Maryam Zehra.
• Whereas Shahana Ayub is advertising analyst and her areas
comes under advertising management.

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Sidra
Shahana
Bushra
Karen
Maryam
HyeCampos
Khan
Ayub
MadihaZehra
Advertising
Advertising
Regional
Sales Manager
Shakeel
Manger
analyst
Manger
Head of
Marketing
DIFFERENT
ASPECTS OF
MARKETING:

NEEDS: there is a
need of bringing
innovation and
changes in the
routine process
of buying and
selling and
making this
process easier and interesting.

WANTS: for bringing a revolution in the buying-selling process

there is software that can fulfill their need properly and in an
effective manner.

DEMANDS: Software that can fulfill their want is COSMO-

VISUALIZER, as it makes the shopping easier and helps you in
selecting the best item.

MARKET: our market's potential buyers consist of all branded

outlets of cosmetic lines.

MARKETING MANAGEMENT: our company will be targeting on

building profitable relationships with the salesmen of all branded
cosmetic outlets.

MARKETING MANAGEMENT ORIENTATIONS:

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PRODUCTION CONCEPT:
Focus should be made on the availability and affordability of the
product that includes the proper distribution and correct pricing of
the product to attract more number of customers.

PRODUCT CONCEPT:

Continuous improvements and modifications should be made in

the product after the evaluation of customer's feedbacks and
from time to time by emphasizing on quality, performance and
features of the product.

SELLING CONCEPT:

In order to increase the product's sales a huge of amount of

promotion and awareness must be made
and lot of selling effort is required.

MARKETING CONCEPTS:

After the conducted surveys about the product, it should be

designed in such a way that it satisfies the needs and wants of
the customers to build strong customer relationship.

CUSTOMER RELATIONSHIP GROUP:

As our product will be new in the market and we do not have any
competitors so at initial stages of introduction our customer
relationship group will be strangers because this a new and
innovative technology and is not common in the market.

COMPANY AND MARKETING STRATEGY

STRATEGIC PLANNING:

Our firm will focus on finding strategic fit between company's

goals and capabilities that is by using all its maximum resources,
to their best potential to get the best result.

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MISSION STATEMENT:

"Making the process of buying easier and interesting"

COMPANY'S PRODUCT-ORIENTED DEFINITION:

‘We sell software which enhances your sales by making the

process of selection easier for your customers ’

COMPANY'S MARKET-ORIENTED DEFINITION:

‘Buying becomes enjoyable and satisfactory and time saving.

Shopping was never so much full of fun ever before ‘

THE BCG GROWTH SHARE MATRIX: According to the BCG matrix,

the product is a question mark because it is new in the market
and has a potential to attract number of customers thus it has
high business growth rate but low relative market share due to
lack of awareness.

ANDSOFF'S MATRIX:

MARKET PENETRATION:

Our marketing strategies will be more based on market

penetration that is offering discounts and prizes to our customers.

We will hold trade sales contest offering prizes to the customers

who will buy the most number of software.

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VALUE-CHAIN: departments that is responsible for the activities

such as designing who decide the outlook of the software's
display, producing the product who are engaged in the
development and modification of the software, marketing about
the product that creates awareness about the product among the
general public, and delivering and distributing the product and
supporting the firm's product by all means.

VALUE DELIVERY NETWORK:

The network that consists of the company itself who work for the
achievement of company's objectives, suppliers by whom we get
the required materials for the development of software,
distributors who make the product available in the market and
finally the customers who purchase the product and provide us
with their feedbacks.

MAKET TARGETING:
Our target market is all cosmetic industries that can use the
product in their sales to make it more effective and easy.

MARKET POSITIONING:
By highlighting on the features of the software, our product can
be positioned in the minds of customers that are easier selections
of products and innovativeness.

MARKET DIFFERENTIATION:

Emphasizing on the benefits offered by the product that is one

cannot regret buying a cosmetic item after using cosmo-visualizer
and the customer of cosmetic brand always go back with high
satisfaction.

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MARKETING MIX:

PRODUCT: cosmo-visualizer is a software the makes the

purchasing of cosmetics easier and interesting for the buyers.

As this is an innovative product and helps buyers to choose the

best product for themselves by making most of their money.

PRICE:

PLACE: this software will be available in all outlets of cosmo-

visualizer which will be located in the major cities of Pakistan.

PROMOTION: advertising campaign will be held through electronic

and print media through which people will be made aware about
the benefits offered by the product.

SWOT ANALYSIS:

This will highlight the strengths, weaknesses, opportunities and

threats faced by the product and company in overall larger
environment.

STRENGTHS:

• Offers reasonable prices.

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• Easily available as its outlets are throughout the major cities

and in various locations of each city.
• New and innovative product.
• Makes the purchasing process easier and interesting.

WEAKNESSES:

• Cosmo visualizer is a new product so people are not aware of

it.

OPPURTUNITIES:

• Product line can also be increased i.e. later on we can focus on

more areas other than cosmetics.
• We do not have any competitors in the market.
• There is a great trend in ladies of shopping for cosmetics so
product can be helpful.

THREATS:

• Generally people are not aware about our outlets and product.

CONTENTS OF MARKETING PLAN:

We are preparing to launch a new software "cosmo-visualizer".

The name of our outlet is “VISUALIZER” and its slogan is “FOR
THE EASY AND INTERESTING BUYING”. We are offering software
that makes the selection process of cosmetics easier for the
ladies. This software is available at reasonable prices. We are
targeting the business oriented people that are engaged in the
manufacturing of cosmetics. Also including women who can use
this as a software for their personal use as well. As our company
is placed at a standardized place so we are expecting a positive
and proper response from our customers. Our primary objective is
to increase awareness for our product in the market and to build
customer relationship by satisfying customer needs and wants.

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CURRENT MARKET SITUATION:

This is a new product so it has the potential to gain profit and

attract number of customers and due to the absence of any
competitor we can design and market the product according to
our strategies and plans without any alteration and maximize our
profit by using all our strengths.

THREATS AND OPPURTUNITIES ANALYSIS:

Generally people are not aware about our outlets and product so
awareness should be made by proper advertising and heavy
campaigning of the product.

Absence of competitor is an opportunity for us so that we can set

the price of the product according to our choice. We can cater to
other areas after the success in cosmetic lines.

OBJECTIVES AND ISSUES:

FIRST YEAR OBJECTIVE:

During the first year our objective is to increase awareness for our
product in the market and to build customer relationship by
satisfying customer needs and wants.

SECOND YEAR OBJECTIVE:

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The objective for the second year is to maintain customer

relationship and to increase at least 12% of the market share.

ISSUES:

One major objective is our ability to establish a well regarded

brand name. We will have to invest heavily in marketing to create
a memorable and distinctive brand image projecting innovation,
quality, and value. We also must measure awareness and
response so we can adjust our marketing effort if necessary.

MARKETING STRATEGY:

Our strategy will be to focus on our target market i.e. cosmetic

manufacturers who can use the software for making their sales an
interesting process.

POSITIONING:

Positioning our product in such a way in the minds of customers

by highlighting the features ofproduct and differentiating by
emphasizing on the benefits offered.

PRODUCT STRATEGY

The software we are going to launch is focusing on the sales of

cosmetics by helping customers of cosmetic product to choose
the best suited item. After the success of cosmetics we can look
into other areas as well that can be beauty salons and parlors.

PRICING STRATEGY:

DISTRIBUTION STRATEGY:

Our distribution strategy during the first year will be expanding

the number of outlets in the other areas of the Karachi and then
to other cities of Pakistan.

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MARKET COMMUNICATION STRATEGY:

• By using all types of media, we will be creating brand

awareness and differentiating the main points of our product.
• By using media we can have a better result in our sales.
• Advertisement will be appearing on a regular basis as to retain
our customers and communicate various differentiation
messages.

• In the ads our focus will be emphasizing on the benefits offered

by product.

MARKETING RESEARCH

Using research, we are identifying the specific features and

benefits that our target market segments value. Feedback from
market tests, surveys, and focus groups will help us develop the
shoes. Brand awareness research will help us determine the
effectiveness and efficiency of our messages and media. We will
use customer satisfaction studies to gauge market reaction.
Finally, we will be providing information about our outlet to
people and asking their views.

CONTROLS:

We are planning tight control measures to closely monitor quality

and customer service satisfaction. This will enable us to read very
quickly in correcting any problems that may occur. Other early
warning signals that will be monitored for signs of deviation from
the plan include monthly sales (by segment and channel) and
monthly expenses.

MARKETING IMPLEMENTATIONS:

All the above mentioned strategies and plans will be worked upon
in order to make the process of

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implementation ensured.

ANALYZING THE MARKETING ENVIRONMENT

MICRO ENVIRONMENT:

COMPANY: cosmo-visualizer is a company consisting of some

departments like marketing, research and development, finance
and human resources. All of these departments work in harmony
with each other and with their consents, in order to produce
effective results.

SUPPLIERS: our main suppliers are the software developers who

provide the required software to us and help us in maintaining
and modifying our product towards betterment.

COMPETITORS: as our product is innovative and one of its kind we

do not really have any competitors in the market and we are the
one who are initiating this product.

PUBLICS: there are groups that have actual or potential interest in

our company's objectives and achievement of goals this includes
and cosmo-visualizer will have to take care of all these groups:

1. Financial publics through them we obtain funds. (e.g. banks)

2. Media publics this is a group that provide opinions of our
company and our product. (e.g. newspapers, radio,
magazines, TV channels)

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3. Government publics are the law making agencies that we have

to abide by. (e.g. income tax offices)
4. Local publics are the people of our communities and neighbors.
5. General public are the common people of the society who
observe company's attitude towards general public.
6. Internal publics are the employees and staff that work within
the company.

CUSTOMERS: our customers are the branded cosmetic companies

with whom we will be signing contracts to make the purchase of
their products more effective and interesting.

MACRO ENVIRONMENT:

DEMOGRAPHIC ENVIRONMENT: according to the demographic

environment we are focusing on the income segment as our
product is for branded shops and that are mostly affordable by
income oriented segment.

ECONOMIC ENVIRONMENT: our product is going to be launched in

Pakistan and majority in Pakistan belong to rural societies and are
not aware of new technologies and similarly cannot afford them
too. Economic environment is not that helpful but there is a group
of economically developed people who can be catered.

POLITICAL AND SOCIAL ENVIRONMENT:

The political environment of Pakistan is not stable and can cause
a little disturbance but not a major one because even though of
instability, business in Pakistan always manages to continue even
after any severe devastation. The society gets affected but the it
is strong enough to overcome the difficult times and move
forward.

CULTURAL ENVIRONMENT: as we have focused on cosmetics sales

so here in Pakistan we have observed that use of cosmetic is a
daily routine by women and it has become a culture now. Even
shopping for branded products is a usual activity.

RESPONDING TO THE MARKETING ENVIRONMENT:

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Using the micro and macro environment while making company's

strategies, planning and utilizing resources will help us in the
achievement of goal.

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BUSINESS MARKET AND BUSINESS BUYING BEHAVIOR:

Our main target audience will be the business markets i.e. the
salons, parlors & the high class cosmetic shops. Being a marketer
of Cosmo-visualizer we will have to better understand the demand
& the behaviors of business market. We will create strong
customer value for our product through direct marketing,
personal selling and other promotion mix tools to interact with our
target audience.

Major types of buying situation:

As far as Cosmo-visualizer is concerned; it will be a new-task for

most our target audience as most of our business markets will be
buyer this product for the first time. The business buyers will be
needing information regarding Cosmo-visualizer at this point we
will try to influence these people through helping them and
providing them information as much as we can.

For some of out business markets it is going to be a modified

rebuy since very few parlors in the area of Clifton & Defense
already have some similar software. For them we will have to use
persuasive promoting strategies & emphasis & encourage brand
switching based on differentiation of our product.

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System selling:

We will sell our product systematically by launching it

geographically and for removing complexities & for better
understanding of our costumers we will give them manuals to
provide them information regarding how to use Cosmo-visualizer
attributes efficiently. Secondly, we will be providing them with
other guide & give 6 months warranty for smooth running
operation.

Characteristics of business market:

Cosmo-visualizer is a new product so gradually when it is

launched their will be little awareness & only few salons, parlors &
cosmetic shops will purchase it. The demand of our product is
derived from the final demand of consumer market, of people
who always want to be & look their best. We will be dealing with
the business market & so for our product buying demand would
be in-elastic; i.e. it will not be affected by price charges & other
factors in the short run.

Participants in the buying process:

1) Users: the final users of our product will be the people working
in the salons, parlors & the sales people in cosmetic outlets.
2) Influencers: these working employees will influence the
decisions of our customers as to what specifications they want in
particular.
3) Buyers: the purchase department of the cosmetic product
outlets, salons & parlors will be the ones making the actual
product purchase from us.

4) Deciders: the owners of these will make the decision as to

whether or not they want to buy our product.

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5) Gatekeepers: the supervisor at the respective outlets will

perform the duty of the gatekeeper as he/she will see to it that
the internal information is not leaked out.

The business buying process:

Before buying our product our customers i.e. our target business
markets will undergo the
following stages:

Problem recognition:
It can be internal as to increase the sales or lead to higher
customer satisfaction or internal as the rising demand of
customers for better service.

General need description:

In this stage our customer will describe the general
characteristics as to what specifications they need.

Product specifications:
Our customers will decide in technical& specific terms the
characteristics they want in Cosmo-visualizer.

Order-routine specifications:
Since, a present no other local supplier is available that provides
similar software so, our customer will directly come to this stage
of the buying process. They will now order the product listing the
technical specifications, quantity of software & other delivery
terms & after sales warranties that they expect.

Performance review:
The customer swill review the change in their customers
responses due to use of Cosmo- visualizer & than decide upon
what they want to do further about it.

Target market segments:

Differentiated (segmented) marketing:

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Our basic target market segments will be the cosmetic shops,

parlors & salons, specially the ones serving the upper class of
society. This will be differentiated marketing as we are not
targeting all the cosmetic shops, parlors & salons rather we are
targeting only those serving the upperclass.

Concentrated (niche) marketing:

Within our segmented markets we have two niches i.e.:

1.1 (our first version of software comprising of features relating to

only make-up & displaying different hair dyes, for cosmetic shops)
1.2 (our second version of software comprising of both make-up
related features as well as those representing application of
different hairstyles & also showing the after effects of undergoing
and taking different facials or therapies, for salons & parlors)

Since, it is the introduction of a new product so we have made

only two versions, further versions & different specifications
according to our customer requirements will be made available
with the passage of time within next two years.

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PRODUCT DEVELOPMENT:

LEVELS OF COSMO VISUALIZER

Core customer value:

The core customer value of our product is to bring efficiency &
less time consumption while making sales of cosmetic products.

Actual product:

We have turned the core benefits into actual product by making

the software of cosmo visualize. Its name, parts, styling, features,
attributes, packaging and designing are blend in a way to give
maximum satisfaction to the customers.

Augmented product:
Augmented product of cosmo visualizer is as follows:
• One year warranty.
• After sale service after every three months.
• Free antivirus software.
• Credit terms of 2/10, n/30.

TYPE OF PRODUCT
Industrial product:

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Cosmo visualizer is an industrial product because it is used by

shopkeepers for reselling their cosmetics products to final
consumers. It is included in capital items. Capital items are those
which aids in further processing or selling.

NEW PRODUCT DEVELOPMENT PROCESS:

IDEA GENERATION:
marketing research plays a very vital role in the development of
any new product. For making a new product a lot of
brainstorming, searching and idea of target market and segments
are required.for making our product. For making cosmo visualizer,
we identified that the sales of shopkeepers can be increased by
using a type of product which act as a trial for customers. The
customers will be more satisfied and will buy more products. After
deciding the target market, we search on the type of
product,whether it should be a product or service? Then we came
up with a product, which is basically a software used in personal
computer or laptops.

INTERNAL IDEA SOURCES:

Our internal employees contribute a lot for idea generation. We

have received 100 ideas from lower management moreover , 50
ideas from the top management about quality, quantity, features
and designs of products.

SURVEY RESEARCH:

We observed through open surveys of shops that customer need

a trial before buying a particular product. As competition between
cosmetics brands increases, everday new brands enter in
market .for selling these brands, retailers must have something
which acts as a trial and satisfies the consumer.

IDEA SCREENING:

In first phase, we came up with 150 ideas .it is consisted of good

as well as bad ideas. The bad ideas were providing noafter sale

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services and antiviruses andupdate versions. We had dropped

these ideas .we carried on with the good ideas as to provide a
fully functional software to retailers with good quality, packaging,
style and design.

CONCEPT DEVELOPMENT AND CONCEPT TESTING

When we finally spotted the right ideas, we made efforts to

develop it into product concept, which is the detailed version of
new product idea stated in meaning full consumer terms.

CONCEPT DEVELOPMENT

We came up with three concepts

1. To offer software to middle upper and upper class retailers.

2. To offer software to ‘high fi’ designers and boutiques.
3. To offer this software to saloons and parlours.

CONCEPT TESTING

We have tested our product concept on a low scale in the

aforementioned markets.
We have asked some questions at the time of surveying

How would the latest gadgets be increased your sales?

Would you prefer to buy a product which increases your sales ?

We concluded through this stage that our product will not be as

appealing for designers and boutiques since they are doing one to
one business. We conclude that we would carry on with concept 1
and 3.

MARKETING STRATEGY DEVELOPMENT

The next stage is marketing strategy development. It deals with

designing initial marketing strategy for new products based on

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product concept. Marketing strategy statement consists of 3

parts.

First part of strategy:

Cosmo market is basically consists of cosmetic business users

who prefer to sell their cosmetic products to final consumers or
customers. Our target market is upper & upper middle business
class. The cosmo visualizer represents elegant beauty trials by
trying different brands products. Our sales forecasts will be 60%.
This will be selling 750 softwares throughout Pakistan. We will try
to grab 60% market share. Second part of the strategy:

We will offer 15 days beta software. It will create massive

awareness in the target markets. The original software will be
selling at PKR 10000. While it’s copy software will be offered at
PKR 100. But the copy software has no augmented features as
well as its quality is also not satisfactory. Our own salesmen will
sell this software. On selling three softwares, they will get
commission of PKR 2000. Marketing budget of 10million will be
split into 60:40 between personal selling and advertising.

THIRD PART OF STRATEGY:

We intend to capture 40 % long run share of target market.

product quality will be improved over time by offering different
versions time to time. Price will be penetrated in second and third
years if competition permits. Market research will be reduced
after first year. The marketing budget will be raised by 15% in
second year and it will be cutdown in third year according to the
positioning of the product.

BUSINESS ANALYSIS:

As cosmo is a new company. It does not have previous trends of

sales, costs and profits. We have forecasted sales of 750
softwares within a year. The price per unit is PKR10000 .however,

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the programmer of software, sell his software to us at RS 5 million

.the projections of 1st year sales 750*RS10000 = 7500,000

The cost 5 million will be cover in 1st year as well as company

earns profit of RS 2.5 million.

PRODUCT DEVELOPMENT:

At this stage, we have made final product by adding all the

amenities being a good product. We have made it better by
testing it again and again before becoming a final product.
Different variations have been done.

TEST MARKETING:

At this stage, we introduced and offer beta version of cosmo

visualizer to create awareness in the customers about the
product. This beta software is for 5 days only and it is available on
our websites. In order to be more specific, we have used
simulated test market.

SIMULATED TEST MARKET:

In our outlets, we have introduced the software having the latest

fashions and products of different cosmetics brands. Customers
are offered to come and try this software and if they found it
convenient for increasing their sales, they can buy it. We have
also conducted this in fashion weeks.

COMMERCIALIZATION:

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Test market gives us the idea that it would be better to open our
outlets in high class areas of all big cities of Pakistan like Karachi,
Lahore, Islamabad etc. we have launch it first in our zamzama
outlet at Karachi and then in other cities of Pakistan.

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BRAND NAME SELECTION:

The name of our brand is COSMO VISUALIZER of COSMO pvt.ltd.

Cosmo is a French word which means beauty. The name was
suggested because the product deals with beauty trials. The
name is easily pronounced. The name have also registered
through SECP.

BRAND SPONSORSHIP:

Our brand is private brand because we have purchased the

software program from the programmer. We are selling this
software by our own brand name.

Individual product and service decision process

While developing the product we had to go through individual

product and service decision process.

PRODUCT ATTRIBUTES:

The first stage was defining product attributes, which is the

benefits that it will offer. Product attributes focus on quality,
features, style and design. Quality can be defined as ‘freedom
from defects’. We have made every effort to offer the best quality
to our customers. Then comes product features. As a new

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product, it offers new features to people; which they will take time
to get accustomed to.

Cosmo visualize offers following features:

• All types of cosmetic companies products according to their

shades are saved in it.
• It will access on windows 98, 2000, xp, vista and 07.
• It has equipped with latest drivers of image capturing.
• We are offering 1 year warranty.
• We will provide a manual which guides the user how to include
latest shades of differentproducts in the software.
• Image recognition functionality.
• Automatic deletion of image at the time of closing the tab.

We are providing after sales services .

BRANDING:

We are offering cosmo visualize of cosmo. COSMO is our brand

name, which identifies our products from different brands.

PACKAGING:

Packing involves designing and producing the packet or container

for the product. We have created attractive packaging for our
product to grab attention of people.Our product packaging is

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colourful and attractive as it is an elegant beauty trial software.

CD of the software is provided in a hardcover containing the
pictures of different cosmetics items at the top of the CD and its
cover.

LABELLING: Labels range from simple tags to complex graphics

that are part of package.

Labels help in identifying the product or brand. Labels also

describe several things about the product---who made it, where it
was made, what are its contents, how it I to be used etc. Our
product labeling consists of the logo of the cosmo visualizer on
both the CD and its cover. it also includes the brand name.
following is the packaging and labeling of our product.

PRODUCT SUPPORT SERVICES:

Last stage of individual product decision is product support

service. We are offering 1 year guarantee. Moreover, our
salesmen visits our customers after every three months of 1st
year of purchase.

BRAND EQUITY

Brands represent consumers’ perceptions and feelings about a

product and its performance.So it’s necessary to forge deep
connections with customers. Brand equity is the positive
differential effect that knowing the brand name has on customers’
response to a product. We intend to create such effects by
advertising and sales promotion.

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Submitted By:

SIDRA HYE 2009-1-90-9999

MARYAM ZEHRA 2009-1-90

SHAHANA AYUB 2009-1-90

MADIHA SHAKEEL 2009-1-90

KAREN COMPOS 2009-1-90

Submitted To: Sir Faisal Qazi 42