Rossetto

Marketing PlanSituational

Analysis

Problem

Objectives

Strategy

Tactics

VISIONMaking women empowered yet

elegant

MISSIONImproving the

confidence, self-independency & morale of women

along with a touch of elegance.

Situational Analysis

SegmentsRossetto

Traditional Career

24-34 35-44

Sec A Sec B

Sec C

45+

Adventurous

• Non toxic• Long lasting• Animal Fat-free• Variety of Colors

POD• Size• Shape• Color• Design/Container

POP• Confident• Beautiful• IndependentPOE

Rosetto Colors

Product

Animal Fat-free

Natural

Non-toxic

Place

Urban

Metro

Malls

Online

Price

Skimming

Promotion

Print Media

Personal Selling

Word of Mouth

PoP in Malls

TV Ads

Digital Marketing

Brand Association

Rossetto

Confident Women

Natural

Long lasting

Appealing ShadesStyle

Elegance

Value of Money

Brand Imagery• User Imagery: For Classy/Beautiful Women

• Usage Imagery: Natural Product & contains no Animal fats or toxins

Value Proposition

FunctionalMakes you a

complete elegant woman

EconomicValue for Money

EmotionalBoosts your confidence

Brand Value PyramidSocially

Expressive Benefits

Self-Expressive Benefits

Emotional Benefits

Functional Benefits

Features/Attributes

RossettoMakes you feel a complete elegant woman

Integrated Marketing Communication

ATL

BTL

TTL

ATL (Above The Line)

• Print: Newspaper Advertisement• Out of Home: Flyers/Hoardings in Metropolitan Cities• Radio: Advertisement on prime stations at office timings• Television: Advertisement on Fashion Channels, Feminine TV

Shows, etc

BTL (Below The Line)• Endorsement of Rossetto by Supermodels• PoP: Posters, etc in existing cosmetic shops

Sales Promotion• Trade Promotion: Offering credit to retailers & high margin• Consumer Promotion: Providing discount since the product is

expensive & making them used to it.

Brand Readiness Stage

DoFeelThink

The consumers will be made aware of the brand through advertisement and focusing on the differentiation traits, it will make them think/analyze, then they will have the desire to use the lipstick. Finally, making it available in almost all major retail outlets will make them purchase the lipstick as soon as they see it.

Pull Marketing• Making the consumers aware of the healthy/natural traits of the

lipstick will lure them into purchasing the product even though it is priced high.

Thank You