Covergirl: Step Up Towards Beauty
Covergirl: Step Up Towards Beauty
Covergirl: Step Up Towards Beauty
Step up towards
beauty
Outline
• Marketing
• Sales
• Supply Chain
• Financials
Marketing
• Objective of launch
• Target market
• Communication Ideas
• Communication Strategy
Objective of Launch
Niche
Buying
habits
Gadgets Personality
freak
Taking Care of Herself
Consumer is conscious about looks
Physically Mentally Spiritually
• PERSONAL GROOMING •FEELING GOOD SPIRITUAL
• Home facial / face scrub • Take less stress / Live a • Control ego
/ cleansing /moisturizing peaceful life • Kill ambitions
/ face wash / steam • Aim for mental • Do not become too
• Visit Beauty Parlor satisfaction excessive
regularly • Give & receive positive • Lead a modest life
• Haircut / Hair care vibes RETAIL THERAPY
• Cleanliness/ Hygiene / • Try to stay happy • Shop for myself to feel
Daily shower • Listen to music good
• To look nice for my • 8 hours sleep • Use good quality branded
husband • Relax (Watch TV) goods
• Use CoverGirl makeup • Take care of my inner WEALTH
for instant beauty as well as outer needs • Lots of it
• Stay in trends • Aging doesn’t matter –
SOCIALIZING if you are wealthy
• Party on weekends
• Stay socially active
• Go out
• Watch movies
Market Research
1. The type of cosmetic you wear
covers which part of your need?
50
50
45
40 33.3
35
30
25
20
15 10
6.6
10
5
0
d e d d d
nee ne ne
e
nee
l y l c
g i ca f et c ia si ti
lo sa so go
si o e
y
Ph
2. Tend to buy cosmetics on the basis
of:
50
45
40
35
30
25
20
15
10
0
low price good quality branded attractive all of the
product advertising above
3. The satisfaction level of buying a
branded cosmetic relies on which
motive?
Rational motive
Emotional motive
Communication Idea
Print Ad
TVC
Radio Ad
Activation at
colleges
CG Outdoor
Digital CS Shows
Presence
TVC
Print Ad
Radio Ad
Digital Presence
• Facebook
(Engaging consumers through innovative
games)
• Website
• Affiliate marketing
(EGO, Outfitters)
Communication Strategy
Soft Launch
• For six weeks
• In metro cities
Lahore => Mall of Lahore
Karachi => Park Towers
Islamabad => Blue Area
Activity
Flow
Activity Theme
Colleges
Metro : KHI, LHR, ISB
Target Group : Young college Girls
Age Group : 18 to 25
Consumer Shows in Malls
Category captains
at entrance
briefing about
CoverGirl to
consumers
Floor branding (Pamphlet
“Step up towards distribution)
Free
beauty”
makeovers
Main
Secondary display Entrance
of Malls
Promotional Strategy
• TVC (Geo, ARY, STYLE360, Hum TV)
• Print ad in fashion magazines (Brides
and you, En Style, Sunday)
• Student Blog
• Radio
• Outdoors
• Sponsoring fashion shows
• Alliances with Diplex beauty parlor
Sales
TARGET OUTLETS
LAHORE
ISLAMABAD
/ RWP
Target Outlets
MILLENIUM
MALL
PARK
TOWER
KARACHI AGHAS
FORUM
NAHEED
DOLMEN STORE
MALL
Target Outlets
METRO HYPERSTA
R
MACRO LAHORE
ALFATAH
HKB
MALL OF
LAHORE
OHER
SPECIALTY
STORES FAMOUS
SPECIALTY
STORES
Target Outlets
ISLAMABAD
/ RWP
PINDI ISL BLUE
SADAR AREA
Reasons for choosing this trade line
Benefits for the
Customers
Supply Chain
• Distribution mechanism
• Warehouses
• Inventory management
• Software (TPS, MIS) to control inventory
• Transportation
• Finished Product Logistics Cost (FPLC)
CITIES NO. OF WAREHOUSES
DISTRIBUTERS
Karachi 2 1
Lahore 1 1
Islamabad/ 1 0
RWP
Customer Managed
Inventory
Whole
Distribut
Factory
ors
sellers
Head Office
(Deal with
customer)
R
et
ai
le
rs
FPLC
(Per container)
1,600,000,000
1,400,000,000
1,200,000,000
1,000,000,000
sales
800,000,000
600,000,000
400,000,000
200,000,000
0
1 2 3 4 5
Cost of Goods Sold (FPLC)
CGS
CGS
3
Gross profit
800,000,000
700,000,000
600,000,000
500,000,000
Gross profit
400,000,000
300,000,000
200,000,000
100,000,000
0
1 2 3 4 5
Thank you
CG17IL