EXECUTIVE SUMMARY

Blinc Inc is well known international cosmetics brand that offer different types of beauty products .the main purpose of this report is to prepare a marketing plan for this well known brand in Pakistani framework. In this report our main focus is to introduce the Blinc Inc products like Mascara, Eye liner, Lash Primer, Lash Curler, Long Lash, Eye shadow Primer, Eye Brow Mousse to Pakistani customers and to capture a market share and becomes a well known brand in Pakistani cosmetic sector. In this report we analyze and find out which strategy helps Blinc Inc products to achieve its objective such as (Targeting Strategies, Marketing Strategies, SWOT Analysis, PEST Analysis, and Marketing Mix etc) and other strategies related to Finance, Human Resource Management, Supply Chain and Marketing.

MISSION STATEMENT
P " rovide our customers with outstanding customer service, superior educational information, and proven, cutting-edge products."

BUSINESS INTRODUCTION
Blinc Inc provides innovative products that will not only solve their beauty problems but also allow them to feel the difference in term of looks. Cosmetics industry shows growth and past few years the demand increase because people choices continuously changing and they wants to look different from others. We will launching our product in Pakistani market which is one of the known established brand in international market and our main focus is to launch the product among those market segment which are having concern related to their looks. Initially, we try to capture a particular market segment then after one year we try to attract other customers by different types of strategies that will attract other segments .Our main focus is to make our customers brand loyal. The unique selling point of this product is that it provides an effective solution to customers having beauty concerns. Demand of international brand is high in Pakistani market because people thinks that they are better in quality related to local brands so this an opportunity for Blinc Inc products to capture market share at discounted price.
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PRODUCT AND SERVICES PROVIDED

PRODUCTS BENEFITS

Mascara

Does not penetrate skin or lashes Stays on when sweating, crying or rubbing your eyes Gentle formula causing no eye irritation. Ideal for sensitive eyes and contact lens wearers Strengthens lashes and increases resistance to breakage Protects lashes against environmental stresses Curls lashes without causing damage Protective guard prevents contact with skin or eyes.

Eyeliner

Lash Primer

Lash Curler

Long Lash

Does not cause skin discoloration Does not cause eye discoloration Treats underlying skin with anti-aging benefits! Provides natural-looking colour Stays on even if you sweat or wear in harsh weather conditions like heat, rain or snow Contains antiaging ingredients

Eye Brow Mousse

Eye Shadow Primer

BUSINESS STRATEGY
Our strategy is to develop Blinc as a brand that represents quality and value. The tactics underneath this strategy and the programs we will put in place cover a broad range of disciplines. They are presented here in order of importance.

Continually develop and bring to market products that function as intended and represent an acceptable price--value proposition to the consumer.

Focus on PR campaigns and affiliations with opinion leaders that reinforce our image.

Print advertising will be focused on the benefits of our products, both physical and emotional. They will speak to the lifestyle our target consumer aspires to have. It will be carefully placed to insure the proper affiliation.

Develop a team of "technical representatives" to support key accounts with product and sales training.

Further enhance the Blinc image with the consumer by targeting prestige spas and resorts.

Affiliating with retailers who have a consumer image and awareness that supports Blinc will reinforce our image.

Explain our products and our philosophy in an informative and interesting format.

Create brand awareness in new markets and measure consumer acceptance prior to committing brick and mortar resources.

Provide the consumer with a reference for treating the skin.

Wholesale customers will be able to utilize the site to train their staff and to place reorders or learn about new products.

Retail and wholesale customers will be able to set up automatic replenishment on the Web and we will be able to reach out and remind them when they need product, based upon average usage data and time since last purchase.

HUMAN RESOURCE APPROACH

Locate, nurture and develop a team that is talented, committed and understands the concept of brand.

Training and incentive programs will assist in inspiring our people to "walk the walk," and reward performance.

Employee stock option and profit sharing programs will be available at all levels.

ORGANIZATIONAL STRUCTURE

COSMETIC INDUSTRY ANALYSIS

Due to the current adverse economic environment in Pakistan, demand beauty care products declining bus on the other hand this is one of those sectors which show consistent growth in past few years. Factor behind this decline was:
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Decrease in purchasing power due to rapid inflation.

Demand of international brand declining due to their high prices and low purchasing power of people.

On this situation it is a great challenge to introduce a new international brand in Pakistani market and to gain market share.

COMPETITOR ANALYSIS
Pakistani market for cosmetic brand shows growth in past few years and these brands are recognizing not only within the country as well as internationally. A number of renowned international cosmetic brands have launched their product range in Pakistan and creating awareness for cosmetic products because of healthy competition with Pakistani brands.
Few well known international as well as national cosmetic brands are as follows: BRAND LOreal FAMOUS PRODUCT LIP-GLOSSES ABOUT BRAND One of the leading cosmetic brands in the world and has gained an equal admiration in Pakistan as well. They have officially launched themselves in Pakistan and are offering a wide range of products It is a special beauty brand whose distinctiveness lies in the natural ingredients. For the Pakistani market, they are certain attractive aspects that connect the consumer brand .It product range includes shampoos, body wash, perfumes and many other accessories. Cosmetics are just the type of cosmetics women wants. MAC Cosmetics has a wide range of products including MAC Blush (including their MAC Barbie Blush Range). MAC Lipstick, their legendary MAC Brushes. MAC eye liners and eye palettes and much more.

THE BODY SHOP

COCONUT BODY BUTTER

M.A.C

MAC LIPSTICK

MEDORA

NAIL POLISH

MAYBELLINE

DREAM FOUNDATION

Medora is the top most manufacturers of cosmetic in Pakistan. Medora make up Cosmetics are at the peak of demand and popularity. Major products are: Lipstick, lip gloss, lip pencil, Foundation and powder, Liquid Foundation, Blusher, Mascara, Eye liner and eye shadow, nail enamel, Blusher and perfumes. Maybelline New York is the distribution of global cosmetics company, LOreal. Its major products are Great Lash, Eve studio, Dream Foundations. Powders and Blush. Instant Age Rewind, XXL Pro Mascara, The Colossal Volume Express Mascara and more. Avon consistently pairs beauty and scientific innovation, ensuring in products that provides superior performance and help women look and feel their best. It deals in color cosmetics, fragmented; nail care, skin care, hair care and personal care products. It has been operating in Pakistan for quite some time now and it has made its place in the market. They are known for using Islamic ally allowed (Halal) ingredients in their products and are offering a wide range of colour cosmetics, out of which the most popular are their blush-on and eye shadow kits having a number of shades

AVON

NAIL POLISH

ODHO

EYE SHADOW

PEST ANALYSIS
POLITICAL Political situation in Pakistan is now a days is not well because of so many issues in which law and order situation is most important factor due to which many sectors effected .but, the only sectors or industry which is less effected is cosmetics industry and it shows growth from past few years. ECONOMICAL Economical situation now a day is not well not only in Pakistan but internationally .Due to which investment from international sectors is very low in Pakistan. The sectors which shows consistency in this period is of cosmetics and it also contributes to the economy of a country. SOCIAL Blinc Inc have loyalty factor as compared to counter part in other countries. They are strong i n organizing social and promotion events like Blinc Inc fashion week and other fashion shows, which build huge reputation among the people. TECHNOLOGY Technology plays a very vital role in every field of life because it an easiest ways to communicates to the people not only within the country bust all around the word. Blinc inc use technology to attract their customers and to provide them services and help them to provide easy excess towards our product.

SWOT ANALYSIS
STRENGHT

ew, very modern and wide selection of products

ttractive all American Style

ide Distribution Centre

nline services plus catalogue

WEAKNESSES

verage profit margins

V requires high budget Less variety

rowth of the internet leading to an increase in the number of consumers

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OPPORTUNITIES

willing to buy online

ncreasing rate of changing trend in fashion.

THREATS

ompetitors offering a variety of cosmetics and have high market shares

ide range of substitutes

MARKETING STRATEGY
MARKETING SEGMENTATION GEOGRAPHIC

Metropolitan cities and town Going out regularly (events and parties) Necessary part of everyday accessories. Regular usage

BEHAVIORAL

DEMOGRAPHIC

Age: 16 to 40 Education: Women who have more conscious about their eyes and eyes protection have more knowledge about the product. Sex: female (teenagers, working women , housewives) Life cycle: young, single and married Social class: Upper, upper middle and middle class people have enough money to afford the product

TARGETING STRATEGY

Blinc Inc will be distributed among all the channels in the Pakistani cosmetic market some of the most important channel are:
CONSUMER MARKET 1. COSMETIC SHOP 10

Cosmetic shop will be able to present our product directly to the consumers. Cosmetic shop may include retail stores in shopping malls.

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 stores .these includes: Aghas, My super store, Naheed, Chase up, ARY cash and carry.

3.

WHOLESALE RETAILERS

Wholesale retailers may provide the product extra availability in the market for both retail stores and business market like: Imtiaz Super store, MAKRO & METRO.

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BUSINESS MARKET
4.

BEAUTY PARLOURS

Beauty parlor may carry our products to satisfy their own customer needs. They may include: Nabilas, Sabs, MahRose, Deluxe, Depilex and many other local and unrecognized parlors.

5.

MODELLING AGENCIES & MAKEUP ARTIST

Make Up artist and Modeling agencies may use our products for preparing their models for outdoor shoots, fashion shows and other events. These modeling agencies and makeup artist may include Sherwani casting agency, Click studio, Khawar Riaz, Bina Khan Etc.

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FILM AGENCIES

Film agencies may also use our product for preparing their models for shoots. Some of these film agencies are Geo Entertainment Production, Grey Scale, Crew media, Humayun saeed production etc.

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MARKETING MIX (4PS)

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PRODUCT

The right product for the target market. Packaging of the product appeals to the customer

PRICE

Blinc Inc overall pricing strategy is to market to a wide range of consumers with its product at a range of retail prices they can accept. Their price strategy is consistent with the stage of the product life cycle the product is in. They offer discounts in the form of coupons as a term of sales for their product. Women are sensitive to advertising TV spots are the best way to target mass audience Comparative advertising. Company run ads in magazines that are geared towards women in womens fashion and womens service magazines

PROMOTION

PLACE

On-line services plus catalogue Wide distributions channels in different cities.

CORPORATE LOGO

SALES STRATEGY
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Blinc Inc focus is to cater Pakistani market with its widespread sales network and provide all its potential customers with a global service backed up by the most complete and efficient instruments of work, marketing and training. The first and the most important parts of Sales strategy is to train and hire those people that are competent to achieve the level which Blinc Inc want to achieve for its product continuously training of Blinc Inc employees is essential so that they are able to face challenges. Secondly, Blinc Inc rewards those employees who achieve targets and those who increase sales for their product. Blinc Inc products are introduced in fashion events and used by well known makeup artists Khuwaja Riaz etc.When we reach Rs 6,000,000 in wholesale business to outside accounts we will begin to develop an internal sales force and customer satisfaction team. Our internal sales team will be paid 6% of sales. The customer satisfaction team will handle all post sale activities. Insuring delivery, claim processing and collection. (This team will cost approximately 8% of sales in salary and support costs.)

SALES FORECAST
Sales at retail stores are planned to grow astoundingly from 2012 to 2015. This represents a phenomenal growth rate per year for the first three years. This growth is comprised of two factors. First, average comparable store sales growth over three years. This average rate is a composite of the planned rates year one through year three. Second, a new store-opening schedule resulting in different locations being open at the end of year three.

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PRICING STRATEGY
Blinc Inc product will be introduced at following prices:
PRODUCTS INTERNATIONAL PRICE D I S C O U N T E D P R I C E S ( 1 5 % )

Mascara

Rs 2142

R s 1 8 2 0 R s 1 8 2 0 R s 1 16

Eyeliner

Rs 2142

Lash Primer

Rs 1710

4 5 3 Lash Curler Rs 2490 R s 2 1 2 0 R s 4 0 5 5

Long Lash

Rs 4770

Eye Brow Mousse

Rs 2142

R s 1 8 2 0

Eye Shadow Primer

Rs 2250

R s 1 9 1 0

We expect to maintain this price throughout the first two year after we launch our product. The main aim is to capture the market share and to develop a corporate image and product trust

PROMOTIONAL STRATEGY
The promotional strategy for Blinc Inc would consist of the following sources:

Advertising.
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Sales promotion. Event Marketing

ADVERTISING

SALES PROMOTION
To increase the sales with the new target market, offers would be made to the customers. An example of this offer could be:

EVENT MARKETING
SPONSORING FASHION SHOWS

Fashion shows are the most important events now days because womens adopts the fashion used by the models. Blinc Inc sponsored such type of events to attract the womens towards their product.

OPERATION OVERVIEW
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Our main responsibility is to make possible the availability of product at right place, at right time, in right quantity to the customers and to provide them services related to our product so they are not facing any problems regarding our product. Our product is manufactured in Florida and most of business activities are outsourced therefore biggest challenge for Blin Inc is run its operations smoothly to make the product available.

BUSINESS LOCATION
Blinc Inc product is manufactured in Florida USA .As we outsourced our manufacturing and logistics therefore it is their responsibility to handle all the activities related to manufacturing and transportation .It not only saves major portion of our cost but also help us to focus on our core activities. In Pakistan our office is located in Shara-e-Faisal from where we would operate our entire business activities. Because Shara-e-Faisal is suitable for locating office because it is one of the well known place for business in Pakistan and most of the offices.

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OUTSOURCING STRATEGY
Blinc Inc decided to outsource its production in order to lower its cost and to maintain its quality because our main focus is to introduce this international brand in Pakistani market. This would also give Blinc a greater level of control. Another benefit of having more than one outsourced company contracted is that the companies must have competitive pricing as rivals and it helps Blinc Inc to capture market share with low prices.

QUALITY CONTROL PROCEDURES

Blinc Inc is not manufacturing the products our responsibility is to import the products and to sell it to Pakistani market but it does not mean that we are free from quality control when the product arrives it is our responsibility to check the quality (means their expiry date and any damage during import) and to ensure the right quality of product to our customer. The strategy to do this is to build a condition into the contract which states that outsourced contractors will be subject to a 15% penalty if a greater than 3% product fault level is observed in the first year (the guarantee period) from the product launch. However If the quality of product is 100% then it is our responsibility to pay some rewards according to their efforts.

CUSTOMER SERVICE PROCEDURES

Blinc Inc outsource its manufacturing so our main focus is toward our customers and to provide them service that will help us to retain our customer and to increase this will allow us to capture market share and give competition to our competitors brands. To interact with our customers we developed our own website www.Blincinc.com.pk which will allow our customers to become aware about products, to buy our products and to give us feedback and if they have any query and complain they easily express them.
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RISK ANALYSIS
FINANCIAL RISK

Likelihood of start-up cost overruns Sales not occurring as quickly as forecasted Operational cost overruns Chance of failure introducing an unproven product Lots of competition Industry downturn Unsuitable or outdated technology Environment regulations stricken Location Instability

MARKET RISK

OPERATIONAL RISK

FINANCIAL PLAN OVERVIEW

Our financial plan consists of estimates which are mentioned below:

Growth rate will be 20 % to annual sales and our profit margin is 30% Sale will be around more than millions after one year, after that we will focus to increase sale with the same growth rate for every year. Our plan for this year is to gain the 15 % market share. And market share would be increase with the growth rate every year.

To capture market share 15% of To become a brand which is in top 5 Pakistani brands in year 3?

cosmetics industry by the end of year 2.

DEMAND FORECAST

Pakistan have the total population of 187,342,721 people where females under age of 15 65 years are 54,671,873 and growth rate of population is 1.57%, urban population 1,968,188 of women under age of 15 40 years, working women are 51% so it is 1,003,775 where upper class and upper middle class rate is 39% its mean 391,889 which is our targeted market. They are the people who are very sensitive about there cosmetics products.
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FINANCIAL STATEMENTS
COMPUTATION OF FINANCE REQUIRED
Fixed Assets Material Cash for normal usage Other Operating Expenses Finance required FIRST SHIPMENT MATERIAL AMOUNT

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FIXED ASSETS
Item Building Air Conditions Security Items Fax Machine Equipment Computer Water Machine Generator Stabilizer Furniture Elect Works Total Qty 1 2 1 2 1 8 2 1 2 1 1 Rate 100,000 25,000 7,500 1,500 1,000 10,000 35,000 20,000 3,500 30,000 15,000 Value 100,000 50,000 7,500 3,000 1,000 80,000 70,000 20,000 7,000 30,000 15,000 383,500 Life 5 5 4 5 5 5 5 5 5 4 6

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STATEMENT OF CASHFLOWS FOR 3 YEARS PARTICULARS

Opening Cash Balance Collection Total Cash Available Purchase of Fixed Assets Payments of COGS Expenses Tax 16% Cash After Tax Remain Cash Drawing Total Cash Available

1ST YEAR PKR 20,000,000 PKR 16,000,000 PKR 36,000,000 PKR 383,500 PKR 12,600,000 PKR 5,612,282 PKR 561,228 PKR 19,157,010 PKR 16,842,990 PKR 200,000 PKR 16,642,990

2ND YEAR PKR 16,642,990 PKR 19,687,500 PKR 36,330,490 PKR 98,875 PKR 16,000,000 PKR6,037,982 PKR 603,798 PKR 22,740,655 PKR 13,583,835 PKR 200,000 PKR 13,389,835

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SALARIES & ALLOWNCES FOR FIRST 3 YEARS PARTICULARS

EMPLOYEE

1ST YEAR
MONTHY SALARY TOTAL MONTHLY SALARY

2ND YEAR
EMPLOPYEE MONTHLY SALARY

MARKETING SUPPLY CHAIN HUMAN RESOURCE FINANCE MONTHLY SALARY YEARLY SALARY

7 1 4 3

20000 35000 25000 15000

140000 35000 100000 45000 320000 3840000

8 1 4 3

20000 35000 25000 15000

(320000 X 12)

(340000 X 12)

SALARIES & ALLOWNCES FOR FIRST 3 YEARS PARTICULARS 3

R D

Y E A R
EMPLOYEE MONTHY SALARY

MARKETING SUPPLY CHAIN HUMAN RESOURCE FINANCE MONTHLY SALARY YEARLY SALARY

10 1 4 3 (380000 X 12 )

20000 35000 25000 15000

PARTICULARS
STAFF SALARIES

1ST YEAR 3840000

2ND YEAR 4080000

3RD YEAR 4560000 25

UTILITIES BILLS RENT DEPRECIATION SUPPLIES STATIONARY MARKT.EXPENSE TOTAL EXPENSE CONTINGENCY (10%) TOTAL OPERATING EXPENSE

150000 180000 78075 50000 4000 800000 5102075 510207 5612282

175000 180000 78075 70000 6000 900000 5489075 548907 6037982

180000 180000 78075 80000 7000 950000 6035075 603507 6638582

BALANCE SHEET FOR 3 YEARS PARTICULARS

FIXED ASSETS Fixed Assets Less: Accumulated depreciation Net Fixed Assets Total Fixed Assets CURRENT ASSETS: Cash Account Receivable Inventory Total Current Assets TOTAL ASSETS

ASSETS 1 YEAR 2ND YEAR

ST

3 YEAR
494,375 242,475

RD

QUITIES & LIABILITIES PARTICULARS 1ST YEAR 2ND YEAR

EQUITY Equity Less: Drawing Retained earnings Total Equity
16,642,990 200,000 13,389,835 200,000

383,500 78,075

494,375 161,650

305,425 305,425

332,725 332,725

251,900 251,900

2573,497 19,016,487

1,924,361 19,003,091

16,642,990 3,066,569 1,575,000

13,389,835 4,791,760 1,968,750

10,136,680 6,846,719 2,460,938

CURRENT LIABILITIES Account Payables Salaries Payable Operating expenses Payable Total Current Liabilities TOTAL EQUITY & LIABILITIES

2,000,000 500,000 73,497

1,000,000 400,000 79,979

21,284,559

20,150,345

19,444,337

2,573,497

1,479,979

21,589,984

20,483,070

19,696,237

21,589,984

20,483,070

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