CoverGirl

Step up towards
beauty
 Outline

• Marketing
• Sales
• Supply Chain
• Financials
 Marketing

• Objective of launch
• Target market
• Communication Ideas
• Communication Strategy
Objective of Launch

• P&G’s initiative of introducing their

first cosmetic brand in Pakistan.
• Huge market potential
• To grab market share of P&G in
cosmetics
• Launching Mascara, Lipstick and
Foundation
 Brand Personality
• Brand Personification
Excitement (Daring, Spirited, Imaginative)
• Brand Gender
Females (Soft look, Barbie Look)
• Brand Color
Red (exciting, passionate, hot, strong, trendy)
 Consumer Portfolio
Social
Age
status
15-35
Quality
focused

Niche

Buying
habits

Gadgets Personality
freak
 Taking Care of Herself
Consumer is conscious about looks
Physically
• PERSONAL GROOMING
• Home facial / face scrub
/ cleansing /moisturizing
/ face wash / steam
• Visit Beauty Parlor
regularly
• Haircut / Hair care
• Cleanliness/ Hygiene /
Daily shower
• To look nice for my
husband
• Use CoverGirl makeup
for instant beauty
• Stay in trends
Mentally Spiritually
•FEELING GOOD SPIRITUAL
• Take less stress / Live a • Control ego
peaceful life • Kill ambitions
• Aim for mental • Do not become too
satisfaction excessive
• Give & receive positive • Lead a modest life
vibes RETAIL THERAPY
• Try to stay happy • Shop for myself to feel
• Listen to music good
• 8 hours sleep • Use good quality branded
• Relax (Watch TV) goods
• Take care of my inner WEALTH
as well as outer needs • Lots of it
• Aging doesn’t matter –
SOCIALIZING if you are wealthy
• Party on weekends
• Stay socially active
• Go out
• Watch movies
Market Research
1. The type of cosmetic you wear
covers which part of your need?
50
50
45
40 33.3
35
30
25
20
15 10
6.6
10
5
0
d e d d d
nee ne ne
e
nee
l y l c
g i ca f et c ia si ti
lo sa so go
si o e
y
Ph
2. Tend to buy cosmetics on the basis
of:

50

45

40

35

30

25

20

15

10

0
low price good quality branded attractive all of the
product advertising above
3. The satisfaction level of buying a
branded cosmetic relies on which
motive?

Rational motive

Emotional motive
Communication Idea
Print Ad

TVC
Radio Ad

Activation at
colleges
CG Outdoor

Digital CS Shows
Presence
TVC
Print Ad
Radio Ad
 Digital Presence
• Facebook
(Engaging consumers through innovative
games)
• Website
• Affiliate marketing
(EGO, Outfitters)
Communication Strategy
 Soft Launch
• For six weeks
• In metro cities
Lahore => Mall of Lahore
Karachi => Park Towers
Islamabad => Blue Area

• Consumer Shows in Colleges

• Concentrated Marketing
Consumer shows in Colleges

Activity
Flow
 Activity Theme

“Every girl has a model

inside”
Activity Scope:

Colleges
Metro : KHI, LHR, ISB
Target Group : Young college Girls
Age Group : 18 to 25
Consumer Shows in Malls

• Primary & Secondary

displays
• Category Captains
• Free Makeovers
• Ramp walk activity
 Primary display

Category captains
at entrance
briefing about
CoverGirl to
consumers
Floor branding (Pamphlet
“Step up towards distribution)
Free
beauty”
makeovers

Main
Secondary display Entrance
of Malls
 Promotional Strategy
• TVC (Geo, ARY, STYLE360, Hum TV)
• Print ad in fashion magazines (Brides
and you, En Style, Sunday)
• Student Blog
• Radio
• Outdoors
• Sponsoring fashion shows
• Alliances with Diplex beauty parlor
Sales
 TARGET OUTLETS

Top End Retail Cosmetic Stores

E.g. Metro, E.g. Color
Macro, Aghas, Collection, Gulf
Alfatah Cosmetic Stores
 METRO CITIES

LAHORE KARACHI ISLAMABAD

INTERNATIONAL LOCAL KEY

KEY ACCOUNTS
ACCOUNTS
Trade
Channels: KARACHI

LAHORE

ISLAMABAD
/ RWP
 Target Outlets
MILLENIUM
MALL
PARK
TOWER
KARACHI AGHAS
FORUM

NAHEED
DOLMEN STORE
MALL
 Target Outlets

METRO HYPERSTA
R

MACRO LAHORE
ALFATAH

HKB
MALL OF
LAHORE
OHER
SPECIALTY
STORES FAMOUS
SPECIALTY
STORES
 Target Outlets

ISLAMABAD
/ RWP
PINDI ISL BLUE
SADAR AREA
Reasons for choosing this trade line
Benefits for the
Customers
 Supply Chain
• Distribution mechanism
• Warehouses
• Inventory management
• Software (TPS, MIS) to control inventory
• Transportation
• Finished Product Logistics Cost (FPLC)
CITIES NO. OF WAREHOUSES
DISTRIBUTERS

Karachi 2 1

Lahore 1 1

Islamabad/ 1 0
RWP
 Customer Managed
Inventory
Whole
Distribut
Factory
ors
sellers

Head Office
(Deal with
customer)

R
et
ai
le
rs
 FPLC
(Per container)

Import cost = Rs. 171,600,000

Freight cost = Rs. 240,000
Warehousing costs: 42,663
Transportation costs: Rs. 180,000
No. of Units per container: 81600
 FINANCIAL ANALYSIS
YEAR 1 YEAR 2 YEAR 3 YEAR 4 YEAR 5

volume 489,600 514,080 502,080 550,065 594,070

price 1773 2281 2178 2178 2178

sales 868,060,800 1,073,053,962 1,093,595,761 1,298,114,660 1,493,884,896

CGS 622,798,516 744,598,853 787,388,947 778,774,528 700,453,239

Gross profit 245,262,284 328,455,109 346,206,814 519,340,132 793,431,657

 REVENUE
sales

1,600,000,000

1,400,000,000

1,200,000,000

1,000,000,000
sales

800,000,000

600,000,000

400,000,000

200,000,000

0
1 2 3 4 5
Cost of Goods Sold (FPLC)

CGS

CGS
3

0 100,000,000 200,000,000 300,000,000 400,000,000 500,000,000 600,000,000 700,000,000 800,000,000

GROSS PROFIT

Gross profit
800,000,000

700,000,000

600,000,000

500,000,000
Gross profit
400,000,000

300,000,000

200,000,000

100,000,000

0
1 2 3 4 5
Thank you
CG17IL