Post on 11-Jan-2016
transcript
Facial Facial mask:mask:
GROUP 10
Structure
Assessment of the businessenvironment
Marketing plan
Summary
Description and ownershipPart 1
Part 2
Part 3
Part 4
Part 1
Description
Our products are safe and effective.
Our people are enthusiastic and professional.
Choosing us, you will have time, place, information, service utilities.
Sexy is the first facial mask brand established in SCNU, in 2013.
You deserve to be sexy.
Ownership• A limited liability
company
Board of directorsLily, Joyce
CEOBlair
CEMChristine
CFOBecky
SecretaryJenny
CIOEnrica
Part 2
Marketing research
A research on facial masks on the Internet
Paticipants: 64 college females
Major: 7 from Science
27 from Foreign Language Study
30 from Art, Economy and Management
Grade: 56 freshmen
School: mainly in SCNU
Economic environmentCustomer:• Experience of using facial masks: 82.81%(53 people)
---A growing need among female college students
• Better purchasing power
• Potential customers: Friends
Policy: government encouragement
Industry environment• Competitors 1.Mannings in Yaohe Square Rack: mainly Chinese brands(eg. Atitude Natural)
popular brands (eg. MG) 2.Watsons in Tianyu Square Watsons facial masks cover nearly half of the racks
Major brands:"我的美丽日记 " "相宜本草 " MG Garnier
3.Gialan in Gangding major brands: AUPRES L'Oréal "资生堂 " Olay NIVEA
MG(in Watsons) 我的美丽日记 (in Watsons)
10RMB/piece at least
69RMB/box of 6 pieces
mostly 15RMB/piece
10RMB/piece at least
64RMB/box of 8 pieces
mostly 15RMB/piece
Industry environment Problems:• Monopolization of certain brands
(eg.MG & "我的美丽日记 " )
• High price in average
• Extra cost for transportation
• Disturbance from saleswomen
• Bad after-sales service
• Failing to meet the need of college students
Part 3
Target market As we all know,
females pay more attention to skin care and are more willing to spend time and money on it.
Sexy targets at female college students
Product characteristics• We launched The
Four Seasons Series Mask, you can choose the most suitable one in different season.
Product characteristics
Draw impurities, blackheads and excess
sebum out of the skin
Remove wrinkles , age spots, sagging skin,
fine lines and dry skin
Provide intensive moisturizing and soothing
care to dehydrated, overstressed skin. Moisture
Whitening
Skin firming
Distribution
• Direct selling: student agents & commission
• Mail-order service
• Virtual store on Taobao
Pricing strategies• Penetration strategy: low price• Odd pricing strategy: 7.99RMB• Price lining strategy: Whitening7RMB
Moisture8RMB Skim firming9RMB
• Nonprice strategies:• Add value : Deliver to your dormitory• Educate customers: Hold some lectures• Establish relationships: Keep customers’
shopping record ,set up clubs
Promotion
• Discounts on special days or for loyal customers
• Sampling • Buy ten get one free• Apply a membership
card and you can accumulate certain points for free masks
• Follow-up to establish long term relationship and obtain repeated orders
Part 4
Summary• Sexy always focuses on
satisfying our customers’ needs.
• It aims at not just achieving one of the best brands, but providing the best products and service.
• You deserve to be sexy.
THANK YOU 3MINS Q&A GROUP 10