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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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