Marketing management presentation - final
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The document outlines the marketing strategy, objectives, target markets and tactics for a Korean BB cream called Laikou entering the Myanmar market. The key objectives are to increase brand awareness, capture market share, and achieve profitability. The target demographic is women ages 15-45 in major cities who prefer Korean beauty products. Pricing will be competitive with Asian brands but cheaper than European brands. Marketing tactics will include online, TV, billboard and print advertising. Financial projections estimate breaking even in year 2 and becoming profitable in year 3.
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Marketing management presentation - final
- 2. To continue product modification and increase customer benefits To provide best quality with affordable price in Myanmar market 3.2 Marketing Objectives To develop brand awareness among targeted consumers in Myanmar. To capture the large share of market From Year 2 onwards, whilst keeping on carrying out our marketing activities online, as a result of better cash flow (forecasted), we are planning to launch our product on TV shopping channels and invest heavily in billboard advertisement for increased brand awareness.
- 3. 3.3 Financial Objectives It will require a minimum volume of 18,000 Laikou BB Cream tubes to be sold at 13,000 Ks during each during the 2nd year so as to achieve the set targeted turnover amount. During Year 2, the company should be able to generate positive cash flow and self- fund the business operation. The financial objectives are to reach break-even point in quarter 3 and get the profit around 15 million kyats in Year 2.
- 4. 3.4 Target Markets a) Demographic Profile Criteria Gender - female Income - over 3,600,000 MMK per annum Age - between 15 to 45 years old Occupation – teenagers, employee, self-employee and houewives. Lifestyle - Internet Users
- 5. GEOGRAPHIC LOCATION Target Market Yangon, Upper Myanmar, Lower Myanmar. The second and third tier cities and towns are within our marketing focus as well. Lifestyles - Those who are very innovative and prefer setting make-up with one step only. - Those who love superior quality with fair price. - Those who prefer shopping via online. - Female of Young energetic and elderly business persons. Social & Culture Myanmar women organization proudly use Ta-Na-Khar and they also enjoy to try Korea make-up style. BB Cream is therefore, will be their make-up of choice because of similar nature with Ta-Na-Khar.
- 6. 3.5 Positioning - To be well known branded BB cream among Korea skin care products - Need to be accepted by the users and less allergy to skin - Keep on developing healthy products and should be able to retain large market shares
- 7. THE PACKAGING QUALITY AND DESIGN THAT LAIKOU PROVIDE TO CUSTOMERS IS VERY EASY AND COMFORTABLE FORM, SUITABLE FOR EVERY CONDITIONS. *4.MARKETING TACTICS 4.1.1 BRAND NAME – LAIKOU BB CREAM 4.1.2 PACKAGING
- 8. *4.1.3 PRODUCTS LAIKOU OFFERS SEVERAL COSMETICS PRODUCTS LINES LIKE BB CREAM, BEAUTY HAIR CARE OLIVE OIL SHAMPOO, ALOE VERA GEL ANTI ACNE TREATMENT, MEN’S OCEAN MINERALS SKIN CARE, LIQUID FOUNDATION CREAM..,ETC. ALTHOUGH LAIKOU HAS A LOT OF COSMETIC PRODUCTS WITH GREAT QUALITY, WE WILL FOCUS ONLY ON BB CREAM ACCORDING TO MYANMAR’S MARKET DEMAND AND MARKET NEEDS
- 9. *4.1.4 MAJOR FEATURES AND BENEFITS Features Benefits Korean brand Korean quality Reasonable price with high quality Cost effective Compact packaging design Easy to carry One step setting method Time and energy saving, Convenient in rush hour Suitable for all skin type Harmless and no allergy Skin maintenance and treatment Useful for skin health Long lasting Confident and attractive
- 10. *4.1.5 PRODUCT MAPPING WITH PRICE COMPARISON E’tude House (12.4$) The Face shop (12.39$) Clinique (26.5$) Estee Lauder (38$) Laikou (10.9$) Maybelline (8.99$) Shwe-Pyi-Nann (4$) Taung-Gyi- Mauk-Mal (3.5$) Good QualityBad Quality Affordable/Practical Expensive/Distinctive Nature Republic (15.88$) Holika Holika (34$)
- 11. *4.2 PRICING STRATEGY • PRICING OBJECTIVES TO ACHIEVE THE CONSUMER’S IMPRESSION AS REASONABLE PRICES AND AFFORDABLE QUALITY PRICES. BREAKEVEN SALES WITHIN ONE YEAR. • PRICING SAME PRICE AS ASIAN TOP BRANDS 40% CHEAPER THAN EUROPEAN BRANDS
- 12. Break Even Analysis of Laikou BB Cream Yearly Units Break-Even 2,558 Units Yearly Sales Break -Even 33,254,000 Ks Assumptions; Average Per-Unit Revenue 13,000 Ks Average Per-Unit Variable Cost 9,750 Ks Estimated Yearly Fixed Costs 18,000,000 Ks Benefits Costs
- 13. *4.3 DISTRIBUTION Laikou Manufacture Myanmar Laikou Distributor Brand Showroom Yangon Consumer Wholesaler Upper Myanmar Mandalay, Nay-Pyi-Taw, Taung-Gyi Reseller Lower Myanmar Maw-La-Myaing, Pa- Thein Reseller Online Shopping
- 14. Financial (Sales Forecast) 0 50,000,000 100,000,000 150,000,000 200,000,000 250,000,000 300,000,000 350,000,000 Quarter 1 Quarter 2 Quarter 3 Quarter 4 Year 2 Year 3 Teenager Employee Self Employee Housewife Total Sales
- 15. - 10,000,000 20,000,000 30,000,000 40,000,000 50,000,000 Quarter 1 Quarter 2 Quarter 3 Quarter 4 Year 2 Year 3 Billboard TV Shopping Re print of Advertisement FM radio Advertising Online Marketing Marketing Expense Budget Description Quarter 1 Quarter 2 Quarter 3 Quarter 4 Year 2 Year 3 Online Marketing 3,600,000 3,600,000 3,600,000 3,600,000 14,400,000 14,400,000 FM radio Advertising 360,000 1,550,000 1,550,000 3,400,000 936,000 936,000 Re print of Advertisement - Daily Newspaper 360,000 2,954,000 3,150,000 6,300,000 1,440,000 1,440,000 Re print of Advertisement - 7 days Weekly Journal - - 456,000 12,100,000 1,824,000 1,824,000 TV Shopping - - - - 17,000,000 17,000,000 Billboard 3,600,000 3,600,000 3,600,000 4,600,000 14,400,000 14,400,000 Total Sales & Marketing Expenses 8,700,000 8,700,000 17,000,000 30,000,000 50,000,000 50,000,000 Percent of Sales 67% 67% 65% 46% 21% 16% Net Contribution (10,290,000) (10,290,000) (11,180,000) (1,950,000) 47,380,000 91,840,000 Contribution Margin/ Sales -79% -79% -43% -3% 20% 29%
- 16. Marketing Implementation ICM Activities Quarter 1 Quarter 1 Quarter 2 Quarter 3 Quarter 4 Year 2 Year 3 Online & Social Media Advertising Online & Website Marketing √ √ √ √ √ √ Advertising Brochures and booklets √ √ √ √ √ √ Re print of Advertisement - Daily Newspaper √ √ √ √ √ √ Re print of Advertisement - 7 days Weekly Journal √ √ √ √ √ √ Billboard √ √ √ √ √ √ Public Relation Launching Event √ √ √ √ Direct and Database Marketing Radio Advertising √ √ √ √ √ √ TV Shopping √ √ Distribution Activities Quarter 1 Quarter 2 Quarter 3 Quarter 4 Year 2 Year 3 Outdoor activities √ √ √ √ √ √ Indoor activities √ √ √ √ √ √ Product arrive in Myanmar √ Send product to customer √ Pricing Activities Quarter 1 Quarter 2 Quarter 3 Quarter 4 Year 2 Year 3 10 % volume discount to customer √ √ √ √ √ √
- 17. Marketing Organization Marketing Department Brand Events & PR Online Marketing Regional Marketing Upper Myanmar Lower Myanmar Customer Service Marketing Research
- 18. HOW TO CONTROL ? Control Revenue Approach to New products Expenses Customer Satisfactio n WAYS TO GET MORE PROFITS