This document provides information about INGLOT Cosmetics, a Polish cosmetics company. It discusses INGLOT's history and international expansion, with stores now in over 450 locations across 57 countries. The company produces over 1,500 eye shadows, lip products, and nail polishes using high-quality ingredients. The document also outlines INGLOT's marketing plan, including their product range, pricing, distribution strategy, and promotional activities to enter the Turkish cosmetics market.

1. MEHMET DUMAN
BUSRA YILMAZ

2. Founded over 30 years ago in a small town of Przemyśl, INGLOT
Cosmetics is now one of the world’s leading manufacturers
in colour cosmetics. INGLOT currently has a presence at all major
beauty happenings and events around the globe, from the
runways of Fashion Week to the stages and sets of TV and
Broadway musicals.
The international expansion began in 2006 with the opening of the
first franchise in Montreal, Canada. Fast growth and
development of the company soon resulted in becoming
available in 57 countries on six continents. At the moment INGLOT
can be found at over 450 boutique stores, stands and retail
locations internationally.
INGLOT succeeded in combining the latest scientific
technology with intense and vibrant colours. Every product
consists of high-quality ingredients and is being sold at fair prices.
All INGLOT cosmetics are produced within the European union
and 95% of them are manufactured in INGLOT's own state of the
art facilities.

3. A wide range of colours and an impressive variety
of products is something that makes INGLOT stand
out of the crowd. The range consists of over 1,500
colours with over 450 ways to improve your lips,
600 ways to enhance your eyes, and over 300
ways to portray your face, while the extremely
rich collection of nail polishes consists of up to 400
shades
INGLOT constantly cooperates with world-
renowned makeup artists and colour consultants
to bring the latest colour, texture and form to the
market.

4. MISSION
• We are dedicated to producing high quality products at fair and
reasonable price, using only the best possible ingredients and raw
materials.
• Protect our planet
•Against animal testing
•Support community trade
•Defend human rights

5. MARKETING PLAN(4P)
Products:
Face :Under makeup Base
Concealer
Foundation
Powder
Blush
Freedom System: Removers
Eyelashes
Eyelash Curler
Makeup Cases
Cosmetic Bags
Nail Accessories
Foot Accessories
Applicator
Professional Tweezer
Brush Cleanser
Mirror

6. Eyes: Eye Shadow
Eyeliner
Brow
Mascara
Lips :Lipstick
Lip Paint
Lip Gloss
Lipliner
Nails:Nail Treatment
Nail Enamel
Nail Art Enamel
Dry & Shine
Hand & Nail Butter
Nail Enamel Remover
Nail Polish Corrector

7. PRICE LIST
20 PLN 29 TL 19 TL22 PLN
25 TL30 PLN 33 TL32 PLN

8. 29 PLN 33 TL 27 PLN 39 TL
26 PLN 47 TL30 tl25 PLN

9. PLACE
We are entering the new market and there is something to do.
Question is ’’ what is the best way for the distributing?’’
We have a product and we would like to be shareholder in the market.
We must establish good distrubuting channels.
Firstly we can establish branch system for the places which are selling
cosmetic products. We will need a warehouses in Istanbul, Ankara, Izmir and
Antalya. They are cities which are the most crowded in Turkey. And Turkey
has a developed cargo system so we can easily transfer to another cities of
Turkey from these places. Also we will establish a web site which will involve
every detail and kind of our product and we desire to reach all of the people
in Turkey by the this way.

10. Also, we think to attend some international and domestic organization such as
İzmir International Fair ( during 10 days), Istanbul Beauty & Care Fairs (4 times per
year) and Ankara Shopping Fest(almost 1 month). These organizations are
aroused interest by foreign investors ,turists and native people so these
organizations can help us to reach the people easily.

11.  It is important to keep our
product in market. Internet and
television is the common
communication tools. We belive
that Inglot will succeed at
cosmetic sector in Turkey thank
to tradition and many years of
experience in cosmetic
production.We must have an
advertisement in the beginning
in this way we are easily
accessible to everyone. Also , we
desire to reach to our costumer
by using catalog .
 On the other hand we should
apply discount on special days
(valentine day, mother’s day
etc.)

12.  Print Advertising: Magazines such as Elle, Cosmopolitan Hey Girl
 Digital Adv.:
e-mail marketing:in the from of attractive e-brochures to the
prospective clients.
social media marketing: facebook application which would enable
users to share various nail polish design using their own pictures and
also contest on Instagram is a great way for communication.
 Saloon owners meet: The Inglot team should organise a meet for the
owners of big saloons. After the meeting should give VIP discount
card in this way they can use our products at their saloon.
 Bilboard in almost all Metropolitan as well as Cosmopolitan cities.
 Word of mouth - the best form of advertising because 70% of
consumers trust peer recommendations and only 18% trust
advertisements. Flyers distribution to get recommendations – to get a
positive effect on the business. Encourage people to talk about us.

14. The strong points of the Inglot :
 Tradition and many years of
experience in cosmetics production
 Top world-class quality of the
products
 A complex production basis with
access to qualified staff
 A complex scientific base and
growing investments in research and
development
 The Inglot’s producers’ long
experience on international markets
 Experience in contractual production
 Flexibility and the ability to adapt
 Highly-developed company of
industry supporting the production of
cosmetics

15.  The sales are slow moving
because of decreased consumer
spending.
 Not fully effective communication
and management of tasks and
connections between the
numerous divisions of the
company
 Women are scared of taking risks
and letting go of their traditional
and previously used products. So
much more work and effort should
be put in the advertising
department.

16.  The company covers the needs of
women of all ages and all social
classes.
 Inovation
 Product and services expansion
 The increase in the focus and
importance of beauty care in the Turkey.

17.  Competition
 Price wars
 Saturation of market
 Market leaders that dominate
the cosmetic industry.

19. Political Analysis,
Turkey has a free market economy and also it is
possible directly foreign investment in Turkey.
On the other hand, it is important that stability in
Turkey is so good situation , however
developing economy shows us that Turkey is
one of the most convenient countries to invest
today’s world.

20. Economic Factors,
Let’s reseach the trade
relations between Turkey and
Poland and information about
Poland’s cosmetic import .
You can see the information
about import, export, balance
and volume year to year in the
below table between Turkey
and Poland.

21. YEARS IMPORT EXPORT BALANCE VOLUME
2006 1.060 1.437 -377 2497
2007 1.436 1.646 -210 3082
2008 1.587 1,978 -391 3565
2009 1.322 1,817 -495 3139
2010 1,504 2,621 -1117 4125
2011 1.758 3.496 -1738 5254
2012 1.854 3.058 -1204 4912
You can see the increase in
developing trade volume between
Turkey and Poland. During six years
trade volume increaced from 2.500
to 5000.

24. As is seen that share of import to Turkey is one of the lowest
amount among these countries so our target is to increase the
this low share of Turkey and to contribute the Poland’s import
volume.

25. Social-culturel factors
Turkey’s population is
approximately 76 million now
and as is seen in the table
structure of Turkey’s
population is so young. If we
mention about the
population of sex,
population of female is
approximately 38 million
and 19 million of it is
between 14 -45 years old.
Population of male is almost
same. As is seen, Turkey is so
suitable market for cosmetic
sector and we belive that
we will succeed at this
market with Tradition and
many years of experience in
cosmetics production
Social-culturel
factors
Turkey’s population is
approximately 76 million
now and as is seen in the
table structure of Turkey’s
population is so young. If
we mention about the
population of sex,
population of female is
approximately 38 million
and 19 million of it is
between 14 -45 years old.
Population of male is
almost same. As is seen,
Turkey is so suitable market
for cosmetic sector and we
belive that we will succeed
at this market with tradition
and many years of
experience in cosmetics
production

26. Technological factors,
Today’s world internet is very
common tool and we can use it for
everything.We can establish web site
for product and make a online sell for
part of Turkey.Our product should
produce in a healthy environment so
we need a technology.We can
determine quality and realibility.

27.  Sustainable/green packaging
 Recycling/disposal of by-products
 Concern for deforestation

28.  New chemical legislation in
the EU: from 2008
chemicals imported into
Europe in amounts at 1
tonne per year (including
mixtures) will need to be
registered with anew
European Chemical
Agency (ECHA) in Helsinki.
 Ban on the sale and
marketing of animal-tested
cosmetic products through
out the EU from March
2009.
SOURCE : Health and Safety

29. Why Turkey?

30. 10 Reason to Invest in Turkey
1-Successful Economy :
 Booming economy; more than tripling its GDP, reaching USD
786 billion in 2012, up from USD 231 billion in 2002
 Stable economic growth with an average annual real GDP
growth rate of 5 percent over the past decade.
 16th largest economy in the world and 6th largest economy
compared with the EU in 2012
2-Population
 A population of 76 million
 Largest youth population compared with the EU
 Half the population under the age 30.1
 Young, dynamic, well-educated and multi-cultural population

31. 3-Liberal and reformist investment climate
4- Centrally located
5- Qualified and compatitive labor force
6-Infrastructure
7- Low taxes and incentives
8- Energy corridor and termınal of Europe
9- Customs Union wıth the EU since 1996
10- Large domestic market

32. In the period of 1950-1960 being the first step of industrialization
process of Turkey, the sector activities have first started with the
efforts of foreign investors or multinationals aimed at penetration
into the Turkish market with their products, and the sector mainly
dominated by import goods at the beginning has gradually
proceeded towards the local industry. However, the dependence
on foreign sources for active ingredients or raw materials has
continued till date and is still continuing.
-Thanks to its continuously improving R&D and production abilities,
Turkish cosmetics sector has being gained a considerable
competitive power. Optimal quality and cost alternatives are
provided by the sector both for domestic and foreign buyers
Cosmetic sector in Turkey
In the period of 1950-1960 being the first step of
industrialization process of Turkey, the sector activities
have first started with the efforts of foreign investors or
multinationals aimed at penetration into the Turkish
market with their products, and the sector mainly
dominated by import goods at the beginning has
gradually proceeded towards the local industry.
However, the dependence on foreign sources for
active ingredients or raw materials has continued till
date and is still continuing.
-Thanks to its continuously improving R&D and
production abilities, Turkish cosmetics sector has being
gained a considerable competitive power. Optimal
quality and cost alternatives are provided by the
sector both for domestic and foreign buyers

33. Market strategy
Although the cosmetic market in Turkey as known to be
large but we have to do market research to learn that if
conducted to determine whether that market would be
suitable for our products. Also we have to find the right
price strategy for our products.
Having identified the product range and its acceptability to
Turkish consumers it was then possible for our company to
forecast the potential sales which could be achieved in
Turkey.
This information, together with estimates of the costs
involved in setting up and running the manufacturing
operation, enabled the company to determine that the
project is financially viable. That will show us how much
financial resources we need for this investment.