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ta
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ntentS
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Historical Context ............................................................................................................................ 4
Situation Analysis ............................................................................................................................... 5
Competitive Analysis ........................................... .......................................... .................................. 6
Industry Analysis ................................................................................................................................. 7
Market Analysis ................................................................................................................................... 8
Marketing Strategy ............................................................................................................................10
Consumer Research ........................................................................................................................ 11
Media Plan ............................................................................................................................................. 24
Media Rollout ...................................................................................................................................... 26
Budget Breakdown ........................................................................................................................... 27
Media Schedule .................................................................................................................................. 28
Creative Brief ....................................................................................................................................... 29
Creative Executions .......................................................................................................................... 32
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BH Cosmetics is an unknown cosmetics distributor basedout of California that focuses on selling high quality makeup
for low prices exclusively through their websitebhcosmetics.com. They target young women that desireprofessional and quality eyeshadow while including the need
to watch their money.
BH Cosmetics prime selling product is their eyeshadowpalettes, however they have included some lip, blush and toolpackages as well to fulfill customers need for multiple beauty
products at an optimum price. They also provide thepurchase request option for wholesale to professionals.
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hiStor
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BH Cosmetics company information is lackingon their website and the presence of theirhistorical context is virtually impossible to findon any other websites and databases.
BHs corporate offices are based out ofCalifornia and the company processes andships solely though the United States. They
offer the option for customers to track theirorders through the website.
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Strengths: Large numbers of color in every palette | Great wayfor aspiring/amateur makeup artists to build kits without splurging| Highly pigmented (a little goes a long way)
Weaknesses: Products do not cater to ethnic skin tones | Zerobranding (perceived to be low quality for the low price) | Nocompany history or background information available
Opportunities: Position the brand and make BH known for its
high quality product for a low price (take over this untouchedarea within the cosmetics industry) | Appeal to consumers byfocusing on all positives and how they can work together tocreate a respected yet unknown brand | Fulfill the need for a highquality, large amount of product for a low price
Threats: The brand is recognized as a costume makeup brand,other cosmetics brands fill this void and push BH out of the day-
to-day category| The brand has an inability to compete withsmall palettes which deters consumers that only need a smallamount of product away| Consumers cannot choose the colorof their palettes
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Brand Strengths Weaknesses
MACprofessional, high quality, variety, constantly
updating themes and colors
expensive, extensive process to build
palettes
Yabyvariety of colors, highly pigmented, shock-
resistant packaging, create palettes that arent
just one product
very expensive, extensive process to build
palettes
Benefitthe products do what they say they will,
products last a long time
dont have many options, products cater
more to the technical parts of makeup
rather than the creative aspects
Urban Decaycan buy preset palettes or single colors,
extremely attractive casing
single colors are expensive, lack of variety in
colors
competitive analySiS
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BH cosmetics is part of the extremely diverse
and competitive cosmetics market. Morespecifically, they compete against other onlinemakeup retailers. Currently, BH competesagainst well-established brands such asCovergirl, MAC, Clinique and hundreds ofothers. The cosmetics industry is a giant, worthan estimated $20 billion in the United Statesalone. The most prominent trend in thecosmetics industry is the green movement.Like in other industries, there has been a pushfor more organic products and greenpackaging.
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mark
etanalySiS Currently, information on the customers and
their buying patterns is unavailable. Due to theyouth of the company, data is extremelylimited. After searching BH Cosmetics inebscohost, $pender, Business and Company
Resource Center, Hoovers Online, LexisNexisAcademic, ProQuest Business, MultiSearch,
Wall Street Journal, Gale databases andothers, no information could be found about
the brands actual consumers and their salerecords. Multiple extensive Google searches
turned up no results as well.
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Based off information from the website and YouTube channel feedback, we compliedobservations from user commentary, patterns in consumer use and reviews:
The current customers of BH Cosmetics are more of a serious makeup crowd
than just day-to-day wearers. The majority of the users, based on user commentaryon the BH website as well as other reviews, seem to use the make up to getcreative. Such users consist of people invested in their makeup choices andsearching for variety in what they purchase. From browsing the customer reviews,we have also found the BH Cosmetic user to be monetarily conscious in theirmakeup purchases and some even find the relatively inexpensive line to be a bitpricey. Important aspects of BH cosmetics that consumers are looking for are that
the line is of a high quality, stays at a low price, contains a very wide variety ofcolors and palettes for many uses, does not test on animals and gives a full refundof their products if the customer is not satisfied. The majority of customers appear
to be women, based on the commentary and feedback on the BH website and
other reviews, but there is a small population of men such as makeup artists andmen who work in theater. The quality and variety of the makeup seems to be ofhigh importance to customers of BH while the price seems to be a smaller issue.The customers also appear to be an older crowd between the ages of 20-35.
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rketingS
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Segmentation: Our consumers are heavy users | Single, youngwomen making from $5,000-$35,000 a year, either students orfull time employees, with a bachelors degree in process orcompleted | Emotional benefits: self expressive | Reside in urbanareas in North America | Commitment level: switchers - fun,independent, spontaneous lifestyle
Target audience: Single, urban young women ages 15-25 -
characteristics
Positioning statement: Pigment leadership
Value proposition: Be colorful everyday
Target profile: Sierra. typical consumer. 20 years old. Student. Lives in Boston. Works in retail. Full time student, works two nights a week, goes out on weekends. Social butterfly. Vacations to the Bahamas with family. Single and independent.
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The consumer: females | ages 15 to 25
Characteristics: edgy| adventurous - playful | multi-faceted | freespirited | energetic | spontaneous | curious
Research survey: online survey| 17 questions | 102 respondents
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Age of Respondents
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How often do you purchase makeup?
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Where do you usually purchase makeup?
Drug store
Makeup counter in a department store
Large makeup retailer
Online
Other
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What brands do you currently own the most of?
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Which of the following match with your makeup routine?
Only foundation
Foundation and mascara
Foundation, mascara and bronzer
Foundation, mascara, bronzer and eyeliner
Foundation, mascara, bronzer, eyeliner and eyeshadow
I dont wear makeup
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Have you ever heard of BH before this survey?
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Would you purchase a product from BH?
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What do you find most appealing about BHs products?
Large amount of pigment
High pigment quality
Cost of product
Packaging
Variety of colors
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Please rate the following characteristics on howimportant or unimportant they are to you whenpurchasing makeup:Large amount of product High pigment quality Cost of product
Packaging Variety of colors
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What are the consumers likes/dislikes of BH? Likes: price, variety of colors,amount of product, cool packaging | Dislikes: powdery at times, needs a shockproofcase (colors break in half), can only buy online, no mirror, cant create own palate,needs more variety in product (i.e. foundation, liner, polish)
What are the consumers likes/dislikes of competitors products? Likes: createyour own palette, abundance of different products (i.e. foundation, liner, polish),
themed sets (i.e. Hello Kitty, Disney), in-store kiosks that can do makeup, able topurchase at retailers, department stores and online, used by professionals |Dislikes: expensive, unattractive packaging, poor customer service at times
What are the opportunities for BH? Design and implement a kiosk for retailstores like Sephora and Ulta Beauty -design and implement a counter fordepartment stores | Release new products, like nail polish, foundation, eyeliner andmascara | Because of the extensive color options and sheer size of the product, BH
could be a formidable presence in the less competitive market for professionalmakeup artists | The price of the product and the vivid/playful color options makeit easily accessible to a more experimental tween audience
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What are the consumers beliefs about BH? I consider the variety of colors, thelarge amount of product and the low cost BH has to offer appealing | BHsproducts are not high quality
What are the consumers attitudes about BH? Indifferent and nonexistent; mosthavent heard of BH and werent par ticularly swayed after visiting their websiteand browsing what they have to offer
What are BHs consumers needs? convenience | variety and choice | reasonablepricing | long lasting makeup | high quality makeup
What does BH need to find out to effectively communicate with itsconsumers? Need to effectively communicate the quality and personality of the
product | If this happens, consumers will be drawn to the value of the productand then feel connected personally to the brand
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h
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rch Field work: Team member and makeup ar tist Alex Oanono
had her team of stylists use BH products during a recent
photo shoot for emMagazine
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me
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Geographic Weight
Optimum potential reach: 5,292,400 women between the ageof 18 and 24
Ideal frequency: 3 exposures per consumer
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City Population of Target Consumer
New York City 952,700
Los Angeles 812,000
Chicago 460,100
Philadelphia 382,600
Dallas/Forth Worth 316,900San Fransisco 293,600
Boston 309,800
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Objectives: Increase awareness about BH cosmetics to sell more
product | Reach target audience in a cost efficient manner|Generate buzz and increase sales
Media Mix
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Class VehiclesBroadcast (TV) The CW, E! Entertainment, MTV, NBC,
Style, Bravo
Print (Magazine) Seventeen, Teen Vogue, Cosmopolitan,InStyle, Lucky, Allure, Nylon
In-Store (Department Stores) Macys, Nordstrom, Lord & Taylor
In-Store (Retailers) Sephora, Ulta
Out of Home Pop-up stores, street/guerilla ads
Celebrity Sponsorship Nicki Minaj, Willow Smith
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week of
TV- The CW
TV- E! Entertainment
TV- MTV
TV- Style
TV- Bravo
Print- Seventeen
Print- Teen Vogue
Print- Cosmo
Print- InStyle
Print- Allure
Print- Nylon
Dept Store Counters
Begin selling at
Sephora
Begin selling at UltaPop Up Stores
Street Stickers
Subway Ads
Nicki Minaj Promo
TV- The CW
TV- E! Entertainment
TV- MTV
TV- Style
TV- Bravo
Print- Seventeen
Print- Teen Vogue
Print- Cosmo
Print- InStyle
Print- Allure
Print- Nylon
Dept Store CountersBegin selling at
Sephora
Begin selling at Ulta
Pop Up Stores
Street Stickers
Subway Ads
Nicki Minaj Promo
Jan 2, 2Jan 9, 2Jan 16, Jan 23, Jan 30, Fe b 6, 2Feb 13, Feb 20, Feb 27, Mar 6, 2Mar 13, Mar 20, Mar 27, Apr 3, 2Apr 10, Apr 17, Apr 24, May 1, May 8, May 15, May 22, May 29,
Jun 5, 2Jun 12, Jun 19, Jun 26, Jul 3, 2 Jul 10, Jul 17, Jul 24, Jul 31, Aug 7, 2Aug 14, Aug 21, Aug 28, Sep 4, 2Sep 11, Sep 18, Sep 25, Oct 2, 2Oct 9, 2Oct 16, Oct 23, Oct 30,
January February March April May
June July August September October
TV- The CW
TV- E! Entertainment
TV- MTV
TV- Style
TV- Bravo
Print- Seventeen
Print- Teen VoguePrint- Cosmo
Print- InStyle
Print- Allure
Print- Nylon
Dept Store Counters
Begin selling at
Sephora
Begin selling at Ulta
Pop Up Stores
Street Stickers
Subway Ads
Nicki Minaj Promo
Nov 6, Nov 13, Nov 20, Nov 27, Dec 4, Dec 11, Dec 18, Dec 25,
November December
Me
diaRollout
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Broadcast Print In-Store OOH PR/Promotion
budget breakdown
BUDGET:
20 MILLION DOLLARS
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mediaSchedul
e
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Flighting, with an emphasis on holiday and prom seasons
December 2010: Revamp the website and online shoppingexperience | Produce and execute guerilla marketing stickercampaign in Boston, NY and LA to hopefully generate sales for theholidays | Produce first set of print ads
January/February 2011: Start coordinating and designing pop-upstores | Purchase ad space for print | Produce TV commercial
May/June 2011: Execute pop-up stores in time for prom season
Periods of Heavy-up Advertising: Mid December| Early February|Last April | May| Early June | Late July| Late August | LateSeptember| October| Early November
The concept is to expand the list of products to encompass all
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cre
ative
brief
The concept is to expand the list of products to encompass allaspects of beauty and cosmetics. Currently, BHs list of productsonly includes palettes for eyeshadows, blushes, and lip glosses. Inorder to compete with other brands, BH needs to add more to itscollection.
Objectives: (Primary) Reinvent the brand image/awareness | SellBH products | Increase audience awareness of BH
Key Consumer Benefits: High-quality pigment |Variety andassortment of colors
Reason to believe:Good things come in big packages - theproduct is made from some of the best ingredients and is
packaged in large amounts because the consumer should have theoption to be colorful every day.
Tone and image: spunky| loud | bright | attention seeking | glamrock| risky| express who you are without the permanence of a
tattoo | dont focus on being pretty, so much that you begin to actugly29
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PIGMENT LEADERSHIPpositioning statement
BE COLORFUL EVERY DAYvalue proposition
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cre
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Creative considerations: Guerilla campaign:
stickers of eyes with intense and creativemakeup to put all over people and places |Training ads: how to apply BH makeup | Design akiosk for a department store | Design a stand for
cosmetic retailer| Design a pop-up store | Printads
Budget: Production of a TV commercial | Air
time | Sticker production and distribution | Pop-up store production and supplies | Labor costs |15 employees in 5 cities | 90 employees paid$10/hr
S
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website
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t b
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youtube page
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packaging
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guerilla campaign
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pop-up storefront
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in-store display
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nail polish
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i d
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print ads
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i t d
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print ads
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i t d
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print ads
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b d ti i
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subway advertising
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Client Title
Spot Job #
!
Shot 1:
Music:
Shot 2:
Music:
Shot 3:
Music:
Shot 4:
Music:
Shot 5:
Music:
Shot 6:
SFX: