Proposal to market alicsur platinum collagen in south korea
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A sales and marketing proposal to market Alicsur Platinum Collagen ( a cosmo-ceutical product) in South Korea
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Proposal to market alicsur platinum collagen in south korea
- 1. Adit Jaiswal - 1357166 Anushka Malao - 1363611 Daniel Yun - 1361555 Karan Sethi - 1362779 JeeHee Byun - 1264401
- 2. Contents Pre-sales analysis Country Platinum collagen Effects of collagen Market analysis SWOT Sales strategy Sales channel Marketing plan Sales Forecast Questions References Karan
- 3. Pre- Sales Analysis “…people here are very , very conscious of how they look” – Mike Breen, author of The Koreans. Karan
- 5. • • • • Biggest market - cosmetic products and medical tourists. Cosmetic and health market booming. Forms of Collagen already in the market. High investments by aesthetically conscious consumers. JeeHee
- 6. • Men’s cosmetic product consumption highest. • International expensive products preferred. • Opportunity to enter all the markets from South East Asia market. • Few vegetarians. JeeHee
- 7. Why Platinum Collagen USP Advantage over regular product JeeHee Only collagen capsules that absorb in the intestine and not in the stomach “Premium” is the buzzword. Customers are willing to pay GBP 150 for a cream.
- 9. • Approx. foreign tourists - 11.1 million. • Skin care market worth – GBP 5.03 BM. • 2010-’11-’12, more than 80% consumers have increased their spending on anti-ageing products and services. • Anti-ageing market expanded – GBP 3.7BM (’07) – over GBP 6.19BM (’12) due to factors like booming sales, increasing internet retail and a growth in the men’s cosmetics sector. • Market forecast predicts a rise of 2.4% in women’s income till 2015, a direct relation to market potential and size for skin care products. Daniel
- 10. All you need to do is explain to your children Daniel
- 11. One in five women in Seoul have gone under the knife. Daniel
- 13. Pricing of Collagen products 1200 1000 800 600 400 200 0 Injection Powder Liquid Capsule Cream Daniel
- 15. How we are better Function Price After Sales Service Anushka
- 16. STRENGTHS: WEAKNESS: • Organic ingredients • Hassle free usage • Cheaper than existing products • Holistic results • Cosmeceutical • New product • Difficult market penetration OPPORTUNITIES: THREATS: • Existing premium products • Missionary selling • Other international premium brands • Cosmo-ceutical conscious market • Positive predictions in increase of Cosmeutical sales • Target group 30+ Anushka
- 17. Sales strategy • Target : 50,000 (introduction year) • Location : Gangnam, South Korea • Set up Alicsur South Korea Inc. (local sales office) • South Korean web-site. Anushka
- 18. SALES CHANNEL END Cosmetic Clinics C O Alicsur UK Manufacturer Alicsur South Korea local office High end malls S Health spa and gyms Online Adit N U M E R
- 19. Adit Marketing Months Magazines (Luxury, Verve, Esquire) Online (Naver.com) Story Telling Video Dinner Sponsorship Of Association 1 1800 2 1800 3 4 5 6 1800 7 8 9 10 11 12 1800 15000 15000 15000 15000 15000 15000 15000 15000 15000 5000 10000 Talk Show (Get It Beauty) 1800 Posters ( Airports & Subway) 6000 Sales Representatives at stores (10 People) 2000 Sampling 2500 10000 1800 6000 6000 2500 2500 6000 6000 6000 1800 1800 6000 6000 6000
- 20. Month Jan Unit Sales Price Cost Price Feb 30 87. 5 Mar 230 87. 5 Apr 350 87. 5 May 700 87. 5 1500 87. 5 50 Jul 2500 87. 5 50 Aug 5000 87. 5 50 Sep 10000 87. 5 50 Oct 10500 87. 5 50 Nov 11000 87. 5 50 50 1143 8763 Marketing Spend 41600 22800 22800 22800 6000 6000 13600 15000 15000 10% of the Gross 114.3 876.3 1333.5 13335 5500 9500 19000 38000 40000 Gross Profit 50 Jun 50 Dec 11600 87 .5 12000 87. 5 50 50 50 13335 26670 55000 95000 190000 380000 400000 450000 520000 610000 22800 21000 21000 45000 52000 61000 Marketing budget 58514.3 36590.6 15124.1 5659.1 5159.1 8659.1 14059.1 37059.1 62059.1 84259.1 115259.1 155259.1 Adit
- 22. Adit