Submitted

By:

Ali Raza Syed
Nabeel Ali Khan
Zoha Aamer Khan
Abdul Moiz Mughal

9963
12099
11484
11540

Marketing Plan

Section A Principles of Marketing

Submitted to Sir. Faisal Qazi
Product: Elaine (auto removing nail polish)

Executive Summary:
We are preparing to launch a new auto removing nail polish in a mature
market. Our product offers a complete new experience, for the users of nail polishes
who intend to change it with their desired time, at a value added price. We are
following segmented marketing, especially in the consumer market. We will take
advantage of opportunities indicated by a good demand for easy-to-use and easily
removable nail polishes with auto removal after a specific period of time through the
process of Keratinization.
Our primary marketing objective is to achieve a first year sales of 300,000 units. Our
financial goal is to achieve revenue of 180 Million Rupees, and keeping the first year
losses up to a minimum of 15 Million rupees.

Table of Contents
Current Marketing Situation:............................................................................... 6
Market Description:.............................................................................................. 6
Product Overview: ................................................................................................ 7
1. Elaine Delight: ............................................................................................................................................. 7
2. Elaine Ecstasy: ............................................................................................................................................. 7
3. Elaine Euphoria: .......................................................................................................................................... 7
Competitive Overview: ......................................................................................... 8
International Products: ....................................................................................................................................... 8
1. Maybelline New York: ..............................................................................................................................8
2. MAC Cosmetics: .........................................................................................................................................8
3. Sally Hanson:...............................................................................................................................................8
4. Rimmel: ..........................................................................................................................................................8
Local Products: ..................................................................................................................................................... 8
1. Atiqa Odho: ..................................................................................................................................................8
2. Luscious:........................................................................................................................................................8
Comparative Table of Competitors................................................................................................................ 9
Channels and Logistics: ........................................................................................ 9
Consumer Market: ............................................................................................................................................... 9
1. Cosmetic shops............................................................................................................................................9
2. Departmental stores ..................................................................................................................................9
3. Whole sale retailers...................................................................................................................................9
Business Markets: ................................................................................................................................................ 9
4. Beauty parlors .............................................................................................................................................9
5. Make up artists ............................................................................................................................................9
6. Modeling agencies ..................................................................................................................................10
7. Film agencies............................................................................................................................................10
SWOT Analysis:.................................................................................................. 10
Strengths: ............................................................................................................................................................. 10
1. Innovative product: ................................................................................................................................10
2. Convenience:.............................................................................................................................................10
3. Pricing: .......................................................................................................................................................10
4. Product design: ........................................................................................................................................10
Weaknesses:........................................................................................................................................................ 10
1. Low financial strength...........................................................................................................................10
2. Narrow range of colors.........................................................................................................................10
3. No corporate image................................................................................................................................11
Opportunities ...................................................................................................................................................... 11
1. Increasing rates of change in fashion .............................................................................................11
2. Color diversity in all fashion wears.................................................................................................11
3. Modernization...........................................................................................................................................11
Threats: ................................................................................................................................................................. 11
1. Competitors have a high market share .........................................................................................11
2. Lack of trust by consumers ..................................................................................................................11
3. Brand loyalty for other brands...........................................................................................................11
4. Financial stability of competitors .....................................................................................................11

5. Lack of brand awareness......................................................................................................................11

Objectives and Issues: ......................................................................................... 12

First-year Objectives:....................................................................................................................................... 12
Second Year Objectives: ................................................................................................................................ 12
Issues:.................................................................................................................................................................... 12
Marketing Strategy:............................................................................................ 12
1. Positioning.................................................................................................................................................. 12
2. Product strategy ........................................................................................................................................ 12
3. Pricing Strategy ........................................................................................................................................ 12
4. Distribution Strategy ............................................................................................................................... 14
5. Marketing Communication Strategy.................................................................................................. 14
6. Marketing Research................................................................................................................................. 14
7. Marketing Organization ......................................................................................................................... 14
Action Programs ................................................................................................. 15
1. May ............................................................................................................................................................... 15
2. June ............................................................................................................................................................... 15
3. July................................................................................................................................................................ 15
4. August.......................................................................................................................................................... 15
5. September ................................................................................................................................................... 15
6. October ........................................................................................................................................................ 15
Budgets................................................................................................................ 15
Controls............................................................................................................... 16
Bibliography:........................................................................................................ 17

Current Marketing Situation:

Elaine, devised up by our group members Zoha Aamer Khan, Nabeel Ali
Khan, Abdul Moiz and Ali Raza Syed about 3 months ago, is about to enter a
concentrated and mature nail cosmetic market. Nail polishes have become the cherry
on top for the fashion and style statement for all the women in todays market.
International Research has shown that 88.7% of all women using nail polishes
consider nail polishes as a style statement as well as a must-garnish on top all the
fashion and style they adopt.
Competition in the nail cosmetic market is rated as moderate and therefore
creating chances and other opportunities for Elaine to create a customer perceived
value and a position relatively easier. Inside Pakistan, there are both international and
national competitors present like Maybelline, MAC Cosmetics, and Sally Hanson,
Rimmel etc. from the international market and Luscious, Medora, Midie etc from the
local market. Out of these competitors Maybelline has 55% market share in the
consumer market. Atiqa Odo has about 22% share. Mac has 70% share in business
markets only.

Market Description:
Elaines market, mostly, consist of women who use nail cosmetics as a fashion
statement and are using multiple colors. Specific segments that shall be targeted
during the first year include all women of ages 16 and above by demographics and
working class & above with achievers or strivers as lifestyle and personality types of
compulsive behavior, gregarious and ambitious. From the consumer markets we tend
to target housewives, working women, students, executive women, out goers. From
the business markets we tend to target corporate users, spa and parlor owners
(male/female).
Buyers can choose between three variations of Elaine nail polish namely:
1. Elaine Delight
2. Elaine Ecstasy
3. Elaine Euphoria

12-hour
24-hour
48-hour

Elaine will be a huge convenience for women as it will automatically remove

itself from the nail of the applicant and automatically chip off. Elaine will also be a
state-of-the-art in terms of shine and finish. It will be a major ease for all of the
teenagers including students and other teenagers to change their fashion statements
immediately without the hassle of carrying a nail polish remover with its necessary
accessories. Elaines three variations are in term of the time i.e. Elaine Delight,
Ecstasy and Euphoria will automatically be removed after 12, 24 and 48 hours
respectively. Customers will be able to choose from these three variations based of
what amount of time they would like the nail polish to be there.

Targeted Segment
Non-working
(Consumer Market)
Working
(Consumer Market)
Corporate users
(Business market)
Spa and Parlor owners
(Business Market)

Customer Need
Prove to be a convenience with a
busy house hold schedule
Prove to be easily removable without
carrying a remover with its
accessories
To be able to give its employees and
customers a easy to go fashion and
style statement
To provide its customers with an
easy and convenient outlook without
any hassle, accompanied by good
finish and exemplary shine

Product Specification
Elaine auto removing
quality will provide both
Elaine auto removing is
the solution
Again
Elaine
removing!

auto

Elaine auto removal and

Elaines finish and shine.

Product Overview:
Our Product offers three variations

1. Elaine Delight:
Elaine delight is a nail polish made to serve you for only 12 hours.
There are 6 different shades available for the user to choose from.

2. Elaine Ecstasy:
Elaine delight is a nail polish made to serve you for only 24 hours.
There are 6 different shades available for the user to choose from

3. Elaine Euphoria:
Elaine delight is a nail polish made to serve you for only 48 hours.
There are 6 different shades available for the user to choose from
The first year sales revenue is targeted to be 180 Million Rupees based on the average
sale of the three variations to be 300,000, priced at:
Elaine Delight
699 Rupees only/65ml
Elaine Ecstasy 599 Rupees only/65ml
Elaine Euphoria
499 Rupees only/65ml

Competitive Overview:
International Products:
1. Maybelline New York:
Maybelline has penetrated the market through time. It has been in the market for quite
a long time and it has created among the customers the element of trust and a
corporate image. Maybelline offers more than 28 different colors with different variety
of shades of the same color.
2. MAC Cosmetics:
MAC Cosmetics has caught attention of many due to the HIGH Price and
international image among beauticians and cosmeticians. They are currently not
available in the consumer markets but are only supplied to businesses. They do
dominate over the business market with an over all share of 70%.
3. Sally Hanson:
Sally Hansen has relatively a lower market share, than its competitor Maybelline, of
about 20%. They also do have the advantage of international reputation shared by
Maybelline and MAC. They also provide over 18 shades of nail polishes.
4. Rimmel:
Rimmel is not very dominating over the consumer OR business markets. With a
market share of 3% on business markets and 5% on consumer market. Rimmel offers
only 13 shades to the market but they do are known quite well for the finish and
shine.

Local Products:
1. Atiqa Odho:
The most popular local brand in the market but is still lagging behind the trust and
understanding international brands have managed to develop. They have managed to
acquire only 22% among the list of local products whose overall share is still not
more than 20% of the overall nail cosmetic market.
2. Luscious:
The most well developed brand in the market today but is lagging behind in
marketing their product. Lack of awareness and less marketing and advertising budget
has restricted this product way below what its potential was.

Comparative Table of Competitors

Competitor
Maybelline

Colors Available
28+

MAC

16+

Sally Hanson

18+

Rimmel
Atiqa Odho

13+
8+

Luscious

10+

Features/Advantages
Finish,
Shine,
Reputation, Corporate
image, branding.
Quality,
reputation,
hype
Shine, party signature,
specialty
International Reputation
Local image, flexibility,
colors, quality
Branding, package &
product design

Price
480 PKR
800 PKR
450 PKR
560 PKR
300 PKR
400 PKR

Channels and Logistics:

Elaine will be distributed among all the channels in the Pakistani cosmetic market
some of the most important channels are:

Consumer Market:
1. Cosmetic shops
Cosmetic shops will be able to present our product directly to the
consumers. Cosmetics shops may include retail stores in shopping malls like aashiana,
saffron and Cos Cos Cosmetics.
2. Departmental stores
Departmental stores may be able to give exposure to our product also
giving us the option of sales promotion and personal selling in that particular store.
These include Aghas, My Super Store, Naheed, Chase Up, and Ary cash n carry.
3. Whole sale retailers
Wholesale retailers may provide the product extra availability in the
market for both retail stores and business markets. Imtiaz Super Store, Makro, Metro

Business Markets:
4. Beauty parlors
Beauty Parlors may carry our product to satisfy their own customer
needs. They may include Nabeelas, Sabs, MahRose, Deluxe, Depilex and many other
local and unrecognized parlors.
5. Make up artists
We may also approach make up artists who render their services to
many agencies privately. Some of them include Amir Nadeem, Bina Khan, Sadaf
Aijaz, Shaheen Saeed and etc.

6. Modeling agencies
Modeling agencies may use our product for preparing their models for
outdoor shoots, fashion shows and other events. These modeling agencies may
include Green field Advertising, Sherwani Casting Agency, Macro Modeling Agency,
Click Studios and etc.
7. Film agencies
Film Agencies may also use our product to prepare their actors and
actresses for out door shoots and indoor shoots. Some of these film agencies are Hum
Productions, Geo Entertainment Productions, Humayun Saeed Productions, Infinity
Films, Gray Scale, Crew Media, Flux Productions, and etc.

SWOT Analysis:
Strengths:
1. Innovative product:
Our product will enable our customers to remain care free about the
removal of the nail color they carry that would otherwise result in their carrying nail
polish removers, cotton buds and other accessories.
2. Convenience:
Elaine will be able to provide customers with such a convenience that
they will be able to rely on it for every single of their occasions and other usage
3. Pricing:
Our pricing is both affordable yet creating a psychological effect in the
consumers mind about what its value is. This can also be perceived as an affordable
high-end product.
4. Product design:
The design and the overall look is very innovative and attractive.
Appealing enough for the customers so that they will at least stop and see what the
product is all about.

Weaknesses:
1. Low financial strength
The product is very new in the very mature market where other
products have made their place and reputation with time. Elaine will have to spend
and invest a lot in the market in which it can face financial troubles and hindrances.
2. Narrow range of colors
Elaine is unable to deliver a wider range of colors as compared to its
other competitors in the market. Most are offering at least 12 shades where Elaine is
offering only about 6.

3. No corporate image
As the brand and the product are new there is no brand image or
recognition that supports the product. Making it harder for the company and the
product itself to create a better position in the mind of the customer

Opportunities
1. Increasing rates of change in fashion
Fashion today is increasing with day-to-day rate. Women today find it
very in convenient to change it through nail color removers and other equipment. And
so they look forward to a product that may save them from this fatigue and
inconvenience
2. Color diversity in all fashion wears
Every women/girl today finds a wear or a fashionable accessory to
match her dress or other iconic statements of fashion and style, so they look forward
to nail polishes which are convenient to use and remove.
3. Modernization
Due to modernization the number of women, who actually take time
analyzing their own fashion statements and the conformity in it, is increasing day by
day. Therefore more women look for something convenient and easy.

Threats:
1. Competitors have a high market share
One of the major threats that Elaine faces is the huge customer market
share that has made difficult for us
2. Lack of trust by consumers
People dont trust our product at the moment. Though this is Indirectly
linked to the first weakness, we are taking it as a separate challenge because no matter
how much more awareness we may create, we may still find lack of customer trust in
our product.
3. Brand loyalty for other brands
There exists a lot of brand loyalty for many other international brands
like Maybelline and MAC (for event planners and the business market). Breaking that
up by a product that is made in Pakistan, whose image for quality is very marred and
defamed, is going to be a challenge.
4. Financial stability of competitors
Due to the their time and other strengths, our competitors are highly
stable in todays market in terms of numbers, They are already broken-even on their
brands and their products have created good positions in the consumers minds.
5. Lack of brand awareness
No one knows Elaine, what it is, what it does, how it does, is it
reliable, and etc. all of these must have to be answered to the consumer. There must

be heavy pitches that must be made in order to create enough awareness for this
product.

Objectives and Issues:

We have set aggressive but achievable objectives for the first and second years of
market entry.

First-year Objectives:
The first year sales revenue is targeted to be 180 Million Rupees based on the
average sale, of the three variations, to be 300,000

Second Year Objectives:

The second year sales are targeted to be 500,000, generating revenue of 300
Million Rupees based on the average of the three variations.

Issues:
The major issues is to develop and acquire such a position in the mind of our
clientele that they themselves are bound to advertise and recommend Elaine to other
people as well.

Marketing Strategy:
Elaines marketing strategy is based units positioning in the mind of the
consumers on the basis of its competitive advantage and point of differentiation. Our
primary target is 16 30 years of women falling under any Psychographic group. Our
secondary target is 30 & above years of women who are falling under at least working
class & above with a personality type of gregarious, compulsive or/and ambitious.

1. Positioning
We are positioning Elaine on the feature of auto removal after a
specific period of time as desired by the user. Elaine will be portrayed as a very
convenient, glossy and high quality product for both personal and professional usage.

2. Product strategy
All three variations of Elaine will be release together and shall
continue. Elaine will be sold separately and in packs of three with one variation of
each of the three categories, and in three different packs of 6 pieces with all 6
different colors of one single category. Building the brand is also important to us in
the strategy so our Elaines E will be present at all the parts of the bottle and of the
packaging.

3. Pricing Strategy
Elaine will be introduced at the following prices:
Elaine Delight
Elaine Ecstasy
Elaine Euphoria

699 Rupees only/65ml

599 Rupees only/65ml
499 Rupees only/65ml

We expect to maintain this price throughout the first two years after we will
launch Elaine Pentawo, which will be available for 599 with Elaine Ecstasy. The price

shows that the end results of this pricing are to take share from Maybelline and to
develop a product trust and corporate image.

4. Distribution Strategy
Our distribution strategy is Mass Distribution through out Karachi,
Lahore and other major capitals in Pakistan. Elaine will be available in well-known
cosmetic shops and retail stores. Also Elaine will not be restricted only to cosmetic
shops, Elaine will also be available in well known departmental stores and wholesale
stores like Imtiaz and Makro respectively. It will also be provided through both well
known and through local and unknown parlors and spas. Big discounts will be given
to persons who place a volume order.

5. Marketing Communication Strategy

In the introduction phase we will be able to integrate all messages we
want to communicate in Internet advertising. Through this we cal also approach
people through direct marketing and online advertisements. After sometime we will
then approach people through print media advertisement, with sample flyers first and
billboard advertisements.

6. Marketing Research
Market research about the response of our customers will help us
improve our product a lot. We will be able to develop and analyze the validity of the
targets and segments we have set for us in the future. The Brand awareness research
may tell us about the implementation and consumer response to our marketing
strategy.

7. Marketing Organization

Ali Raza
Syed - CMO

Nabeel Ali
Khan - SMM

Zoha Aamer
khan - SMM

Hassan Khan
- MM

Saud Hassan
- MM

Abdul Moiz -
MM

Hameed
Shah - MM

Riaz Ahmed
- Supervisor

Shah Rizvi -
Supervisor

Sultan Shah -
Supervisor

Ali Ghani -
Supervisor

Sales
personnel

Sales
personnel

Sales
personnel

Sales
personnel

Action Programs
Elaine and all its variations will be introduced in June. Following are the
summaries of action programs we set out in order to achieve the targets.

1. May
We will make sure we get a spot and book stalls for Elaine at the Expo,
which will be held in June. The sales staff will be at the stalls and other stores and
wholesale stores in order to explain to consumers and dealers, the advantages of our
product.

2. June
In June we will launch a product website capable of an online stores
ion collaboration with VeriSign securities. Our sales personnel, at various locations,
will market the online store. Facebook, Twitter, You Tube, Google, etc will also be
used in major marketing through out the month.

3. July
In July we may divert our attention from Internet marketing to print
media marketing. We will distribute flyers and other newsletters with the information
about Elaine. We have also developed ads that will be published in the leading
newspapers in Karachi as well as other leading Fashion and Cosmetic themed
magazines being distributed in Karachi.

4. August
We will hold a fashion contest in Karachi where the winning prize will
be a modeling contract for a year by our channel partners from both print and TV
media.

5. September
This month we will increase our investment and prelaunch an
advertising campaign, but on TV/Radio media. We will develop other HD ads and
more investment will be there this month.

6. October
The TV ad will be executed in this month and we will carefully plan
the ad to execute an ad in mood or image/ lifestyle/Personality symbol. The ad will
also be executed with the winner of the fashion competition.

Budgets
The first year costs plus all the losses equal to 83 Million Rupees. So for the
breakeven to occur we may need 332,000 units to be sold, as our total cost on each
unit is Rs. 350.
The first year sales revenue is targeted to be 180 Million
Rupees based on the average sale, of the three variations, to be 300,000. The second
year sales are targeted to be 500,000, generating revenue of 300 Million Rupees based
on the average of the three variations. So we have targeted to break even in the
beginning of the 2nd year.

Controls

We will be controlling the marketing plan and its execution through the
monitoring of sales numbers that will be monitored on a weekly basis. We will also
monitor customer satisfaction and quality of our product. We have some contingency
plans also set up in case of any uncertain or trend change in the market.

Bibliography:
1.
2.
3.
4.
5.
6.

www.maccosmetics.com
www.maybelline.com
www.lusciouscosmetics.com
www.sallyhansen.com
www.rimmellondon.com
www.alllacqueredup.com
7. www.google.com.pk
All the material above you see is purely created by:
1.
2.
3.
4.

Ali Raza Syed

Nabeel Ali Khan
Zoha Aamer Khan
Abdul Moiz Mughal

9963
12099
11484
11540