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MARKETING MANAGEMENT

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MARKETING MANAGEMENT

  1. 1. 1 BUSINESS STUDIES Topic: Marketing Management Name of the Student: Class: CBSE RegistrationNo: Teacher In charge: Academic Year: 2019-20
  2. 2. 2 Introduction to Lipstick “Flowers in the city are like lipstick on a woman -- it just makes you look better to have a little color”. -Lady Bird Johnson If we take a look at our modern makeup, it is interesting to note that though the products and techniques have gone through stages of enormous advancement, the fundamentals of makeup still remain the same. Humans have been using makeup to highlight their features for various purposes for as long as one can remember. This is particularly true in the case of lipsticks. From berries to today’s mind-numbing variety, the metamorphosis of lipsticks over time is an interesting tale that needs to be told. Somewhere in 9 AD, an Arab scientist, Abulcasis invented the solid lipstick. He initially made a stock for applying perfume which could then be pressed into a mold. He tried the same method with colors and invented solid lipstick.
  3. 3. 3 PRODUCT SELECTED: “LIPSTICK”
  4. 4. 4 Reason for selecting the product Lipstick is our “go-to” makeup item when we want to quickly pull our look together, and it’s also an important part of a more detailed makeup regimen. However we choose to use it, lipstick has been the most popular form of makeup for decades and there is no indication that this will change any time soon. Lipstick can protect our lips from the elements, especially the cold and wind, by forming a protective barrier for your lips. If your lips were already in trouble, the right lipstick will also help to repair cracked, dry lips. It’s all in choosing the right lipstick. Let’s not forget one of the most obvious benefits; lipstick makes you lips look great. Lipstick can make your lips look fuller and plumper, and if it’s your preference, correctly applied lipstick can also make your lips appear less full or smaller than they actually are.
  5. 5. 5 Persons who wear lipstick usually feel more confident and powerful and, in fact, are usually perceived by others as being more confident and in control. 5 COMPETITIVE BRANDS NARS COSMETICS NARS Cosmetics is a French cosmetics and skin care company founded by make-up artist and photographer François Nars in 1994. The cosmetics line began with twelve lipsticks sold at Barneys New York. Since then, NARS has created various multi-use beauty products and now is a subsidiary of Shiseido. François Nars began his career as a makeup artist. Like Bobbi, he became so dissatisfied with the cosmetics available at the time that he created his own line. The line launched in Barneys New York in 1994 and consisted of just 12 lipsticks. The lipstick collection was a huge success, leading to the creation of the full brand as we know it, NARS. UNIQUE SELLING PROPOSITION NARS is a fashion-forward cosmetics brand known for adventurous color, rich textures, cheeky product names and artistry TAGLINE inspired by artistry, created for self-expression”
  6. 6. 6 PRICE Lipsticks: Up to £18.50/$26.00 BOBBI BROWN Bobbi Brown (born April 14, 1957) is an American professional makeup artist and the founder and ex-CCO of Bobbi Brown Cosmetics.[1][2][3][4][5][6] Brown has written eight books about makeup and beauty. Bobbi hoped to sell 100 lipsticks during her first month at Bergdorf's, however she ended up selling 100 during her first day! The successful range began to expand in 1992, when Bobbi Brown was the first cosmetics company to create yellow-toned shades of foundation sticks. From there the brand continued to grow in popularity and was eventually sold to Estée Lauder Companies in 1995, with Queen Bobbi retaining creative control of the brand. Unique Selling Proposition Bobbi Brown provides real beauty for real women. It doesn't care for wild throwaway makeup trends or novelty products. It simply creates quality beauty products that are designed to enhance a woman’s natural beauty. Tagline Listen to Your Heart Price Lipsticks: Up to £25.00 / $35.00
  7. 7. 7 TOO FACED Too Faced offer everything to meet your makeup needs - from liquid lipsticks, eye primers and palettes to mascaras and highlighters. Too Faced was founded in 1998 by JerrodBlandino (Chief Creative Officer/Dreamer) and JeremyJohnson(CEO/ActionMan). They felt that make up brands in the 90’s had taken a very dull and serious route interms of their packaging and branding. They wanted to change this and add a spark of femininity, glamour and fun back in to the world of cosmetics. Taking this longing for somethingnew and inspirationfrom their favorite city- Paris, Too facedwas born. UNIQUE SELLING PROPOSITION We created Too Faced to bring a sense of joy, purpose and fun back into cosmetics. TAGLINE Own Your Pretty Price Points Lipsticks: Up to £21.00 / $21.00
  8. 8. 8 MAC MAC Cosmetics, stylized as M·A·C, is a cosmetics manufacturer founded in Toronto, Canada in 1984 by Frank Toskan and Frank Angelo. MAC Cosmetics is named one of the top three global makeup brands, with an annual turnover of over $1 billion, and 500 independent stores, with over thirty stores in France. All stores are run by professional makeup artists.[6] MAC is an official makeup brand, used to create makeup for movie actors. The most popular products by the brand are Studio Fix Fluid and Ruby Woo Lipstick.[7] MAC is an acronym for Make-up Art Cosmetics.The company's products were originally intended for makeup professionals, but are sold directly to consumers worldwide. Frank Toskan stated that he "first manufactured makeup for models, but then the models wanted this makeup for their sisters, friends, and so on... ".[2] Today, the brand continues to work with in fashion show professionals: "From a niche brand [mainly for photo or film], MAC has become a global brand."[3] UNIQUE SELLING PROPOSITION M·A·C is fun, colourful and edgy and, best of all, it celebrates individuality. In addition to catering for all skin tones, M·A·C continuously launches creative, limited edition collections that are known to sell out in a matter of days, sometimes minutes. These collections see the innovative brand collaborate with everything from TV shows and cartoon characters to fashion designers and celebrities. Known for its innovation, M·A·C is often regarded as one of the main forces behind seasonal beauty trends. TAGLINE All Races,All Sexes, All Ages
  9. 9. 9 Price Points Lipsticks: Up to £20.00/$22.00 ESTÉE LAUDER Estée Lauder is a major played in the industry of cosmetic products.It been operating since 1946 and has gained a major market share as well as a massive customer base through the retail of their high quality products like Lipsticks,mascara,foundation etc. The Estée Lauder brand has had sometimes high-profile spokesmodels, sometimes referred to simply as 'faces'. Past 'faces' for Estée Lauder include Karen Graham, Bruce Boxleitner, Shaun Casey, Willow Bay, Paulina Porizkova, Elizabeth Hurley, Carolyn Murphy, supermodel Liya Kebede was the first African American 'face' of Estee Lauder, Anja Rubik, and actress Gwyneth Paltrow. Estée Lauder's Clinique brand became the first women's cosmetic company to introduce a second line for men when, in 1976, they began a separate line called "Skin Supplies for Men". UNIQUE SELLING PROPOSITION Estée Lauder promotes beauty that is both aspirational and approachable and this is reflected in the brand's products. TAGLINE "Every woman can be beautiful" Price Points Foundations: Up to £31.50/$37.50 Single Eye Shadows: Up to £19.00/$24.00 Blushers: Up to £24.00/$28.00
  10. 10. 10 Lipsticks: Up to £21.00/$28.00 MY PRODUCT BEYOND BEAUTY Beyond Beauty is a forward-lookingcompany witha holistic approachtowards health and beauty. As one of the most progressive cosmetic companiesin India, our services are a unique blend of the latest technology with a skilful human touch. All this is coupledwith the bestprices complementing the individual lifestyle of our customers . LOGO
  11. 11. 11 Placing your logo on all of your marketing, packaging, products, social media, website, etc. is a way to advertise your brand and your message consistently, whether it’s in the store, in your customers’ homes, online, i.e., everywhere you want to be. A recognizable and familiar logo goes a long way toward building brand loyalty. LABEL The primary purpose of a product label is to identify type, size, brand, product line, manufacturer and other product-specific information in order to inform the consumer and encourage a purchase. TAGLINE Tagline refers to a slogan which is used for the promotion and advertisements of the product. Today, almost all leading brands have a tagline which helps in building the ‘brand value’ of the product. “Twist. Glide. Shine”. UNIQUE SELLING PROPOSITION (U.S.P) USP refers to a specific quality which is unique to a brand and which is not possessed by any other brand of that particular product. All leading brands have a USP which sets it Apart from other companies. The consumers also prefer purchasing a product which has some special features. USP OF BEYOND BEAUTY Makeup – many of us love it – but most of us haveno idea that some of our favorite beauty products contain harsh chemicals and potentially harmful ingredients. Methylparaben, Propylparaben, Retinyl Palmitateare some of the harmfulingredients in most of the lipsticks. We only use top notch ecofriendlyproducts and organic metodsinproductionof our lipsticks .We utilizes allthe natural ingredientsWehave received the ECO HUBBY CERTIFICATE for the quality of lipstickmaterialsused.
  12. 12. 12 Smudge free texturewithwater proof. Provides 24*7 customer support. Our materials are purely biodegradable Social messagefor beyond beauty Since beyond beauty’s targeted group is women and believe inbringingpositive attitudein them.beyond beautysupports ineducating a girlchild because we believe that onlyan educatedwomancantake careof her personal hygiene as well as her family’s health,for which we have joined hands with “WORLD EDUCATION ORG.”IN THEIR PROJECT- GIRL’S AND WOMANS’ EDUCATION.World educationorg. believesthat educationfor girls and womenis the single most effective waytoimprove the lives of individual families as well as to bring economic development topoor communities worldwide. Beyond Beautysupports this organizationand provides financialhelp tothem by donating 15% of our profit and ones we are establishedperfectlyinthe market,thenour donation percentagewill increase to20-25%. Our companyproduces 100% off of india and provides 1000sof jobs tothe rural areas. We not only believe inbuilding our brand but alsoour country for the future. SCHEMES To Whole salers: Wholesalerswhobuys 50 boxes of Beyond BeautyLipstick inone order will get 30% discount on their purchase. To Customerss: Anycustomer who purchases Power Bullet Lipsticks,whichincludes Beyond Beauty’s 5 varietyshades will get ONE ZOYA NAILPOLISH free. BRAND ANALYSIS PRODUCT FEATURES  The pigmentation of these lipsticks is quite decent.  These have a sweet, flowery yet very cosmetic-like fragrance.  No drag-on lips
  13. 13. 13  Intense color payoff  The formula is neither too dry nor too moisturizing, and so it feels comfortable to wear. How To Use Beyond Beauty Lipstick? Here’s how you can achieve the perfect pout using Beyond Beauty Matte Lipstick: 1. Prep your lips well and moisturize them using a nourishing lip balm. 2. Start applying the lip color from the center of your upper lip. 3. Work from the center towards the outer edges of your lip, following the contours of your mouth. 4. Glide across the entire bottom lip. Range of the product
  14. 14. 14 Velvet teddy-Light weight,lustorous finish Twig-Ultra-creamy,Long wearing Sin-Powerful color,All day moisture Rebel-Blur Line and Smoothes lips BEYOND BEAUTY SWOT ANALYSIS Strengths: 1. Beyond Beauty has the top research and development teams and resources through our parent company Esthe`e Lauder. 2. Strong market penetration and brand lopalty 3. Low prices due to low cost of production
  15. 15. 15 4. Different versions of product are produced for each country. Weaknesses: 1. Despite being a popular brand ,cosmetics industry has intense competition and hence limited market share 2. Sometimes cosmetic products don’t suit people with sensitive skin. Oppurtunities 1. State of art research center. 2. Using know how from Esthe`e Lauder group. Threats 1. People are afraid to follow latest fashion 2. High tech competitor factories 3. Wide range of substitutes. Pricing PRODUCT RANGE WHOLESALERS (IN INR) RETAILERS (IN INR) CUSTOMERS (IN INR) Velvet Teddy 150 230 280 Rebel 100 200 300 Sin 180 260 320 Twig 520 580 600 Packaging There can be three different levels of packaging:
  16. 16. 16 1) Primary Package: It refers to the product’s immediate container.In case of BEYOND BEAUTY LIPSTICK primary package is kept throughout the entire life of the product. 2) Secondary Packaging: These are additional layers of protection that are kept till the product is ready for use. Once consumers start using the Lipstick,they will dispose the box. 3) Transportation packaging: It refers to further packaging components necessary for storage,identification or transportation.We may send the goods(our product) to retailers in corrugated boxes containing 10,20, or 100 units. CHANNELS OF DISTRIBUTION  Two Level Channel: Manufacturer Wholesaler  Retailer  Consumer
  17. 17. 17 This channel of distribution involves two intermediaries to transfer goods from the manufacturer to the customer. In this wholesalers and retailers act as a connecting link between manufacturers and consumers. This network enables manufacturer to cover a large market area. It is a most adopted distribution channel for consumer products.  Three Level Channel: Manufacturer  Agent  Wholesaler  Retailer  Consumer This channel of distribution involves manufacturers using the services of agents or brokers to connect with wholesalers and retailers. Manufacturers appoint agents in major areas who in turn connect them to wholesalers and retailers. It is suitable for manufacturers of limited product line with customers spread over a wide geographical area. WAREHOUSING BEYOND BEAUTY LIPSTICK productsaremanufactured in5 different countriesi.e., India, United Statesof America , Canada , Switzerland and Belgium.Wecontinue to streamlineour manufacturingprocessesand identifyprominent oppurtunitiestoimposeinnovation,increaseefficiency and reducecosts.Our major manufacturing facilitiesoperatesas‘Esther Plants’that primarilymanufactureone typeof product( lipstick) for all of the principlebrands.Our plantsaremodernand our manufacturing processes aresubstantiallyautomated. Whilewe believe that our manufacturing facilitiesaresufficient tomeet current and reasonableanticipated manufacturing requirements,we continue to identifyoppurtunitiestomakesignificant improvementsin capacityand productivity.Tocapitalizeon innovationand other supply benefitswe continue to utilize third partiesona global basisfor finished goods productionincluding and increased percentagesof volumes in Asia to support our growth. TRANSPORTATION When it comes to transportation, we have joined hands with a transportation corporation called ‘Lipstick transportation Corp.’ .They provides the best Transportation services worldwide.We have partnered with them to improve efficiency,productivity as they have good experience in this field.
  18. 18. 18 Product Promotion Generating Online Sales An effective way to promote our brand in today’s modern world is to put it on the web. Almost all the potential consumers of our products are searching and shopping online. We have an e-commerce website that has all the relevant information such as a description of our lipstick and their quality images, prices, social channel buttons, fine navigational features and most importantly, our company’s address and other contact details. Exploring Social Networking  Social channels such as Instagram,Facebook, Twitter,Youtube and Snapchat are like new marketplaces where we can sell our products aggressively. These virtual markets are ideal for reaching to increasing number of potential consumers. Instagram giveaways give customers an exclusive chance to be the first person to get their hands on our new product—for free! The giveaway can be marketed all across our social media channels. Participating In Trade Shows It may be that certain beauty events or cosmetic business events are taking place regularly in your city. Such trade shows provide an immense opportunity for promoting your small company amid prospective consumers such as wholesalers, retailers, and people. The cost for exhibitor booths at these shows may be expensive, but you will reap the benefits in the end. Your company’s innovative products come into the limelight as retailers from all over the country see your products.
  19. 19. 19 Requesting Experts/ Social Media Influencer To Review our Product. Another way to promote our brand is to make a request to the experts of the industry for reviewing our new products. Many experts, beauty specialists , have their own YouTube channels that have many thousands of subscribers and viewers. Request them to include your new cosmetic products on their list of product reviews. If they agree, then your product would get an easy reach to the massive number of followers they have.Social Media Influencers are people with millions of followers in popular social media platforms.Including them in product review is another easiest and yet cheaper method of promoting our product.  Personal selling Our company will appoint salespersons to contact prospective buyers and create awareness about our product and develop product preferences with the aim of making sale. Offering Some Enticing Deals People are naturally attracted to offers that are enticing to them. For example, if your cosmetic business offers a good deal of your products, they will think of buying those items immediately before the offer ends. So, you can lure them with huge discounts on your key cosmetics products to motivate them to buy.Also free samples of our lipstick will be distributed in malls and places where a large number of peoples pays a visit e.g.,Dubai Mall, Yas Mall and many more .
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