best.

Thuy Duong Nguyen

T & T.co

Product Description

Our product is a new line of cosmetic that is fully organic/natural.

Gives customer beauty satisfaction at the same time taking care of their

skin.

Positioning Target market – Female of all ages, with a

balance income, especially ones with concerns about their skin health.

Competitors – Almay, Estee Lauder, Lancome We would position ourselves within the mid

range for price and high end for quality. Because in order to promote the new

generation of cosmetics or something totally different to the consumers, the price has to be appealing and the quality is significantly

better than the cosmetic brands with the relatively same price.

Market Research Our methods of research will include test sampling, focus group, and

surveys.

We chose sampling because especially with cosmetics people can’t express their view on a product if they have never used it before.

Focus group because the detail level of information will be higher, and detail bias is definitely an important contribution in helping us build a strong brand through alternations based on the collected information.

Media research because it’s a cheaper way to get more information. However, media researches have wide varieties of data for us to choose and obtain. Sources can be books, magazines, already published reports, TV, Journals and publications, research paper…etc.

We chose these 3 methods above and didn’t chose the other ones because these 3 are more qualitative researches compare to those quantitative researches, which won’t be useful in telling us what the future customer really want. It’d just tell the statistics or amount of people agree or disagree on certain statements.

Market Research Results(cont.)

Where do you obtain the use on cosmetics?

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How much would you usually spend on a foundation formula?

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$5 - $15 $16 - $26 $27 - $40 $41 +

Packaging It will have an “Organic Cosmetic” sign and a “B” logo

to represent best. The package will include a “transparent spot” that will allow the customers to

perceive the color of the actual products. The packaging materials will be environmental friendly. The boxes will be made out of corn. And the

containers will be biodegradable instead of non-biodegradable plastic.

A box will hold in the container, so the packaging won’t be heavy but considerably light and easy for

shipping and transport. The product will be big enough for the consumers to hold in their palm. For protection, the whole package will be wrapped in plastic wrap to prevent people from opening an un-purchased item.

Security code will be printed on the box AND the container so people can’t sneak the containers out of

the store. All organic materials that were used in packaging for the products will be part of labeling on

the box.

Pricing Mary Kay foundation - $10.00 Cover Girl Trublend - $ 11. 49 Bare Mineral powder foundation - $25 L’Oreal Mineral foundation - $12. 59 MAC - $29 Revlon Custom Creation Foundation - $17.49 Decision was made to price it at $13.50 was

a bait to lure our first customer. Confident with the quality of our products we’re sure that once they’ve used our brand of organic cosmetics. They will sure to come back for more. Also, the concept of our product is new so a reasonable price will get us more customers and attention to the brand.

Promotion Personal Selling – Personal selling is oral communication with

potential buyers of a product with the intention of making a sale. The personal selling may focus initially on developing a relationship with the potential buyer, but will always ultimately end with an attempt to “close the sale”. We’ll use our secondary data that was purchased before to target our prior market or the right people to call.

Mass Selling – There is no mass selling included in the plan because it’ll ruin the whole concept of the product.

Publicity/P.R. – We’ll try to promote our products on talk show like Oprah’s and Rachael Ray’s. Because the reputation of our product is not yet built and relatively new and exclusive we might be able to get on the shows. These shows help new companies spread the name of the product also at the same time showing their viewers a new invention or item in specific industry.

Promotion (cont.) Sales Promotion – In order to increase sales and recruit new

customers. We’ll have a “happy” package for the first launch of the product. This happy package would include the main product itself and a “freebie”, which is a cosmetic sample from our company as a compliment gift. This is a double advantage: getting the customer to purchase the new item and if they’re satisfied with the sample they’ll be sure to come back for more.

Focal point – Publicity Relation P.R

Least focus – Personal Selling

Distribution

Multiple channels. Direct and Indirect.

Middlemen

Macy, Target, Sephora.com

Distribution

Selling direct - take orders through phone calls, internet contacts, or the person coming to my company asking for corporation. To get people come to my site, I’d have captions or notice on the ads for my products saying sale person needed contact through a certain phone number/email address or a specific place.

Middlemen - because we don’t have as much responsibility for the payments and transporting products and focus on our domestic business. There’s always a person to point the finger to as we don’t hold as many liabilities for the products. The product goes international with you being risk free because the middlemen will handle most of the exports.

best. Better for the skin

A low price vs. quality ratio Research showed many will be interest in

buying once the product comes out Low cost through middlemen and less

liabilities for the products Customized to the potential consumer’s

needsEssential for daily use