covergirl KC

8/6/2019 covergirl KC

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CoverGirl

STEP UPTOWARDS


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Outline

Marketing

Sales

Supply Chain

Financials


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Marketing

Objective of launch

Target market

Communication Ideas

Communication Strategy


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Objective of Launch

P&Gs initiative of introducing their

first cosmetic brand in Pakistan.

Huge market potential

To grab market share ofP&G in

cosmetics

Launching Mascara, Lipstick andFoundation


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Brand Personality

Brand Personification

Excitement (Daring, Spirited, Imaginative)

Brand Gender

Females (Soft look, Barbie Look)

Brand Color

Red (exciting, passionate, hot, strong, trendy)


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Consumer Portfolio

Age

15-35

Social

status

Buying

habits

PersonalityGadgets

freak

Niche

Quality

focused


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SPIRITUALControl egoKill ambitionsDo not become tooexcessive

Lead a modest lifeRETAIL THERAPY

Shop for myself tofeel goodUse good qualitybranded goods

WEALTHLots of it

Aging doesntmatter if you arewealthy

Physically Mentally Spiritually

PERSONAL GROOMINGHome facial / facescrub / cleansing/moisturizing / facewash / steam

Visit Beauty ParlorregularlyHaircut / Hair careCleanliness/ Hygiene /Daily showerTo look nice for myhusbandUse CoverGirl makeup

for instant beautyStay in trends

FEELING GOODTake less stress / Livea peaceful lifeAim for mentalsatisfaction

Give & receive positivevibesTry to stay happyListen to music8 hours sleepRelax (Watch TV)Take care of my inneras well as outer needs

SOCIALIZINGParty on weekendsStay socially active Go outWatch movies

Taking Care of HerselfConsumer is conscious about looks


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Market Research


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1.The type of cosmetic you wear

covers which part ofyour need?

0

5

10

15

20

25

30

35

40

45

50

Physiological

need

safety need social need egoistic need

33.3

6.6

50

10


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2.Tend to buy cosmetics on the

basis of:

0

5

10

15

20

25

30

35

40

45

50

low price good

quality

branded

product

attractive

advertising

all of the

above


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Communication Idea

Print Ad

Outdoor

CS ShowsDigital

Presence

Activation at

colleges

TVC

Radio Ad

CG


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TV

C


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Print Ad


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Digital Presence

Facebook

(Engaging consumers through innovative

games) Website

Affiliate marketing

(EGO, Outfitters)


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Communication Strategy


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Soft Launch

For six weeks

In metro cities

Lahore => Mall of Lahore

Karachi => Park Towers

Islamabad => Blue Area

Consumer Shows in Colleges Concentrated Marketing


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Consumer shows in Colleges

1. Introduction

2. Safety

guidelines

3. Brief about

activity

4. Montage

Display regarding

makeup tips

5. Competition

6. Pre-Post

questionnaire

7. Prize

distribution(Product samples)

Activity

Flow


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Every girl has a modelinside

Activity Scope:

CollegesMetro : KHI, LHR, ISB

Target Group : Young college Girls

Age Group : 18 to 25

ActivityTheme


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Consumer Shows in Malls

Primary & Secondary

displays

Category Captains

Free Makeovers

Ramp walk activity


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Primary display

Secondary display

Category captains

at entrance

briefing about

CoverGirl to

consumers

(Pamphlet

distribution)Free

makeovers

Floor branding

Step up towards

beauty

Main

Entrance

ofMalls


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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 Diplexbeauty parlor


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Sales


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TARGET OUTLETS

Top End Retail

E.g.

Metro, Macro, Ag

has, Alfatah

Cosmetic Stores

E.g. Color

Collection, Gulf

Cosmetic Stores


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METRO CITIES

LAHORE KARACHI ISLAMABAD

INTER

NATIONALKEY ACCOUNTS LOCAL KEYACCOUNTS


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KAR

ACHI

ISLAMABAD

/ RWP

LAHORE

Trade

Channels:


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KARACHIFORUM

AGHAS

PARK

TOWER

DOLMEN

MALL

NAHEEDSTORE

MILLENIUM

MALL

TargetOutlets


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LAHORE

HYPERSTA

R

ALFATAH

MALL OF

LAHORE

FAMOUS

SPECIALTY

STORES

METRO

HKB

OHER

SPECIALTYSTORES

MACRO

TargetOutlets


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ISLAMABAD

/ RWPPINDI

SADARISL BLUE

AREA

TargetOutlets


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Reasons for choosing this trade line


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Benefits forthe

Customers


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Supply Chain

Distribution mechanism

Warehouses

Inventory management

Software (TPS, MIS) to control inventory

Transportation

Finished Product Logistics Cost (FPLC)


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CITIES NO. OF

DIST

RIBUT

ERS

WAREHOUSES

Karachi2 1

Lahore 1 1

Islamabad/

RWP

1 0


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Factory

Distributors

Whole sellers

Retailers

Head Office

(Deal with

customer)

CustomerManaged

Inventory


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FPLC

(Per container)

Import cost = Rs. 171,600,000

Freight cost = Rs. 240,000Warehousing costs: 42,663

Transportation costs: Rs. 180,000

No. of Units per container: 81

600


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FINANCIAL ANALYSISYEAR 1 YEAR 2 YEAR 3 YEAR 4 YEAR 5

volume 489,600 514,080 502,080 550,065 594,070

price 1773 2281 2178 2178 2178

sales 868,060,800 1,073,053,962 1,093,595,761 1,298,114,660 1,493,884,896

CGS 622,798,516 744,598,853 787,388,947 778,774,528 700,453,239

Gross profit 245,262,284 328,455,109 346,206,814 519,340,132 793,431,657


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0

200,000,000

400,000,000

600,000,000

800,000,000

1,000,000,000

1,200,000,000

1,400,000,000

1,600,000,000

1 2

4

sales

sales

REVENUE


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0 200,000,000 400,000,000 600,000,000 800,000,000

1

2

4

5

CGS

CGS

Cost of Goods Sold (FPLC)


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0

100,000,000

200,000,000

300,000,000

400,000,000

500,000,000

00,000,000

700,000,000

800,000,000

1 2 3 4 5

Gross profit

Gross profit

GROSS PROFIT


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Thank youCG17IL

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covergirl KC