College project MBA

1. Sales
Promotion
Harsh Majithia
Karishma Khemani
Priyanka Surve
Divya Ugawekar

2. 2
 FACES Cosmetics, a Canadian cosmetics brand, offers a complete line of color cosmetics, skin care products
and accessories to suit every ethnicity, skin type, complexion and texture.
 Headquartered in Toronto, Canada since being established in 1974, Faces now has a presence in spanning 7
countries.
 FACES operates a state-of-the-art R&D and product testing facility at Toronto, and its products are
manufactured in North America, Europe and Asia.
 Not tested on animals, FACES products are hypoallergenic and conform to the most stringent quality and
safety requirements.
 The wide assortment of shades, textures and designs helps the FACES consumers capture every look and
style, right from casual to professional to glamorous.

3. 3
FACES
Eyes Face Lip Skin Nails
EYE PENCIL CONCEALER LIP LINERS CLEANSER NAIL ENAMEL
MASCARA CONTOUR LIP CREME MAKEUP REMOVER NAIL ENAMEL REMOVER
KAJAL FACE POWDER LIP GLOSS TONER NAIL LAQUER KITS
EYE LINER BLUSH LIPSTICK MOISTURIZER
EYE SHADOW CC CREAM FACE MIST
STACKABLES FOUNDATION

4. 4
 Entry of a brand into a cluttered cosmetic market.
 Gaining market share.
 Consumers shifting towards ayurvedic and organic products.
 Identifying the right partner with knowledge of the local market and procedural issues.

5. 5
“Win the trust and confidence of a billion new consumers in the
next 10 years”

6. Launch Plan 6 Abteilung: XXXX-XX
Faces is a premium brand of cosmetics and skin care products ,it plans to enter India with a restricted
presence in top 10 metro cities in phase 1
Target cities : (Population in million )
1. Mumbai : 18
2. Delhi : 22
3. Pune : 3.1
4. Chennai : 7.1
5. Bangalore : 12
6. Kolkata : 4.5
7. Hyderabad : 6.8
8. Ahmedabad : 5.6
9. Surat : 4.5
10. Jaipur : 3.1

8. Stand: TT. Monat JJJJ 8
Position Faces As A
Premium And Safe
Cosmetic Brand
Get
Influencers
And Celebrity
To Endorse It
Drive Digital
Engagement For The
Age Group 16 – 36
Increase
Engagement
On Social
Media
Platforms

9. Gain market
share by 5-6%
Influence brand
recognition and
recall
Back Links To
The Website To
Generate
Traffic

10. 10
Influence Purchasing Trials Push Consultation To Increase Share Of Bill Referrals
Boost Conversion Via Events And Experiential Marketing
Reward Frequent Shoppers To
Induce Repeat Purchase &
Maintain Loyalty
Simplify Product Offerings When Shopping Online

11. • Larger Pharmacies
• Standlone stores
• Beauty salons
Traditional Retail
Channels
• Departmental Stores,
• Hypermarkets
• Health and Beauty Chains
• Fashion & Retail
Organized Retail
• General Ecommerce platforms
• Own website
• Ecommerce focused on Health and BeautyE Commerce

12. 12
City
Larger
Pharmacies
Standlone
stores
Beauty
salons
Departmental
Stores
Fashion &
Hypermarkets
Health and Beauty
Chains
E-commerce
Mumbai 3% 25% 6% 10% 60% 30% 25%
Delhi 4% 30% 10% 12% 70% 45% 35%
Bengaluru 1% 15% 6% 9% 50% 20% 20%
Pune 1% 10% 5% 5% 45% 15% 22%
Hydrebad 1% 10% 5% 5% 30% 15% 18%
Chennai 0.05% 8% 4% 4% 20% 10% 8%
Kolkata 0.06% 7% 2% 4% 10% 8% 6%
Surat 0.02% 5% 2% 3% 5% 2% 4%
Ahmedabad 0.07% 4% 6% 6% 8% 3% 6%
Jaipur 0.05% 3% 3% 1% 5% 1% 3%

13. 13
City No of Outlets Selling faces Total Number of Outlets Numeric Distribution
Mumbai 60 1500 4%
Delhi 75 1800 4%
Bengaluru 50 750 7%
Pune 40 600 7%
Hyderabad 45 500 9%
Chennai 30 200 15%
Kolkata 17 200 9%
Surat 15 150 10%
Ahmedabad 18 120 15%
Jaipur 5 100 5%
355 5920
Market Share 6%

14. Path-to-purchase is critical for marketers as it reveals the critical channels and touch-points that influence the
consumer’s journey towards purchase.

15. Retail Visuals Engagement Aesthetics
Departmental Store
(Kamdhenu stores,
Sahakari Bhandar,
Reliance Fresh)
Display on common
Personal and cosmetic
rack
LOW General Lightning, Radio
music playing in
background.
Hypermarket and Fashion
& Retail stores
(Shopper stop, Central ,
Lifestyle)
Built-in displays,
Countertop displays,
Showcases, Specialty
displays
Offer free Trails ,
Grooming Tips , induce
combo ideas to buy.
HIGH
Focus Lightening, Flood
Lights on display racks,
Soothing Music in
Background
Health and Beauty Chain
(Health Glow Stores)
Built-in displays,
Countertop displays
Sales person assist in
testing and buying
products. MEDIUM
General Lightning, Radio
music playing in
background

16. Retail Channel Visuals Engagement Aesthetics
Standlone stores
In Malls .
Inside outside Branding
Gondolas, Bay area,
Built-in displays,
Countertop displays,
Showcases, Specialty
displays.
Sales person is dedicated to
provide free trails of
products on customer ,
makeup tutorials, wider
range of products.
VERY HIGH
Focus Lightening, Flood
Lights on display racks,
Soothing Music in
Background, good
fragrance in background.
Online Ecommerce
websites
Very generic, pictures of
products
No engagement
LOW
Basics
Online Company
owned website
Beautiful pictures of
product and models using
it.
Chat with an expert,
You tube videos uploaded .
MEDIUM
Beautifully designed

17. Coupons Near Pack Cross Promo Multi Packs
Live Counters Bill Busters
FACES
Contest

18. Mechanics Impact
% scheme ( Trade Allowance) Drives width ,depth of distribution & range selling,
QPS ( Quantity Purchase Scheme) Drives depth, can be a key lever to increase Share Among
Handlers
Contests Typically used to drive width of distribution
Window Displays Drives Depth of distribution /SAH
Shop-boy / Store Manager/Salesmen
Incentives
Drives Depth of distribution /SAH by increasing sell out from the
counter, better trade relations
are a fall-out of this

19. Type Channel Retail Environment Promo Objective Promo Mechanic
Consumer Fashion Retail Stores
& Hypermarkets
Engagement -Offer free Trails ,
Grooming Tips , induce combo
ideas to buy.
Get New Customers,
Increase brand visibility
Near Pack, Bill busters,
Cross Promo, Live Counters
Standalone Engagement -Sales person is
dedicated to provide free trails of
products on customer , makeup
tutorials, wider range of products.
Hands on Product
Experience of the product
Near Pack, Bill busters, Live
Counters
E-commerce No Engagement Discounts Contest
Trade Retailer - •Increase stock pressure
•Launch new products
•Influence shoppers @
Point-Of-Sale through
impactful displays & in-
store interceptions
Salesmen Incentives
Contests
Distributer - Leverage in-direct
distribution
Increase & maintain width
of distribution
% scheme
QPS

20. 20
Thank you