Aurora Cosmetic Firm (Revised)

8/6/2019 Aurora Cosmetic Firm (Revised)

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Introduction:

Teenage life of any girl is the most crucial part of her life. This is the time of several changes. And these change

both mental and physical. For these reason girls between the age of 13-17 have to have some special care about

body. During this time due to the hormonal changes girls trends to suffer from pimples and black heads and

spots under their eyes. Every beautiful girl should stay beautiful especially at this stage of life. And to nourish

beauty of the tender aged girls most of the firms have failed to establish any products. Thats why our AURO

Cosmetic firm has planned to introduce a brand new product for the teenage girls name Persona skin care cre

This will eventually help them nourish their natural beauty with care.

Situation Analysis:

The 5cs of the Marketing situation analysis-

1. Company

Product line: The introduction of the new Persona skin care cream will add a new product

existing portfolio.

Image In the Market: AURORA cosmetic firm is particularly new to the cosmetic industry, w

aims to target the niche market segments like the teenage girls.

Technology and Experience: Being new in the market has some strength and weakness. New f

can have all the state of the art technology but it lacks the experience. In this case the ARU

cosmetic firm has gained substantial amount of experience gathering from lunching the prev

produces following the niche marketing approach.

Culture: AURORA cosmetic firms primary concern has always been the safety of the

consumer. Thats why the firm has invested a huge amount in its research and development w

Ensuring strict quality has been the firms frit and foremost concern.

Goal:

a) To provide world class cosmetic products to the growing market.

b) To be the pioneer in the cosmetic industry.

c) Become the trend setter.

d) Achieve sustainable growth trough equal opportunity of employment to the society.


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1. Collaborator:

Distributor: Recently for the new product- persona skin care cream the firm has planned to dec

and introduce new portion of the existing showrooms in prominent location and launch we

especially for teenage girls.

Suppliers: AURORA cosmetics firm has a strong back bone of suppliers. From the inception is

given emphasis on the use of organic raw material keeping in mind about the environment and s

quality management

Alliance: In order to survive in the competitive industry AURORA has formed a local alliance

the local firms currently working in the same industry allowing AURORA to have its employe

share the work knowledge in order to compete against the large existing competitors.

1. Customers:

Mainly the prime customers of the Aurora cosmetics are the ladies. For the product of Persona skin

cream the main customers targeted are the teenage girls who are just becoming beauty conscious and sta

to have some sort of skin problems. The market is huge and from the analysis it shows that the young

being so conscious about their skin and product material choose to have a cream which serves all their n

Especially something that is free from side effects.

2. Competitors:

Potentially all the other firm currently working in the cosmetic industry is a potential competitors. A

lunching the Persona skin care cream in to the niche market will give the firm a competitive edge. Nic

lets smaller companies focus their limited resources on serving niches that may be unimportant t

overlooked by larger competitors (Philip kotler, 2010, p. 204). After launching the product the compe

will try to penetrate the segment but the lack of know how will give the AURORA cosmetic fir

competitive edge. By the time other firms penetrate the market AURORA will reach its breakeven p

necessary for the product to survive in the market.

3. Climate:

Currently in the market it is prevailing the best suitable time to launch the Persona skin care cream bec

its the time of beginning to summer school and young girls are very conscious about their tan line


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obviously about the pimples. Adding more to that the current financial crisis have forced the bigger firm

take a step backward and rising cost of production and changed consumer behavior will help the Persona

care cream an added advantage because of its small volume and low price. Government is now also gispecial incentives to the small firms like the AURORA cosmetic firms. Which will eventually help

nation to regain its economic power.

The Marketing Objectives:

Achieve at least 15% an annual growth in the sales of Persona skin care cream.

Promote health care activities through strategic alliance with health clubs, local dealers and retailers.

By the end of year five achieve 20% increase in net sales through the sale of Persona skin care cream.

Become the market leader of the targeted segment within the next five years.

To be able to release various modified environment friendly products.

Target market and target audience:

For the Persona skin care cream the main targeted market is the teenage girls between the ages of 13-17. G

between this age are at their beginning stage of understanding the tenderness and the vulnerability of the skin. S

numerical values would make the picture more clear-

More to That

Of Teens, 94% say finding the right size for apparel is the most important factor when it comechoosing a retailer.

Teen Shopping (30-day period) All Teens Teen Girls Teen Boys Ages 12-13 Ages 14-15 Ages 16-17

Shopping Malls/Centers 57.7 67.4 48.6 52.3 57.7 63.4Discount Stores 44.6 52.6 37.1 42.2 42.9 48.9Convenience Stores 44.1 45.7 42.5 35.9 44.4 52.2Apparel Stores 41.6 53.7 30.1 36.3 43.1 45.6Grocery Stores 40.0 48.5 32.0 39.8 39.1 41.2Drugstores 37.1 43.8 30.9 34.0 34.9 42.7Electronics Stores 33.4 29.1 37.5 28.8 33.4 38.3Department Stores 32.4 41.8 23.4 29.3 31.1 36.7

Base: U.S. Teens age 12-17; Source: 2003 MRI Teenmark weighted by population


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References and Bibliography:

Pilip Kotler & Gary Aramstrong. (2010).Principles of Marketing. 13th Edition. Upper Saddle River, New Jersey: Prentice Hall.

NetMBA.com[online. Available from: http://www.netmba.com/marketing/situation/[Accessed: 9th August, 2011]

mpa The association of Magazine Mediaonline. Available from:

http://www.magazine.org/ASSETS/905DE1D985A04046ABAC7754572F1163/teenprofile04.pdf [ Accessed: 9th August 2011

Documents

Aurora Cosmetic Firm (Revised)