Anthony AshnerRyan Colgren

Bonnie RischmannMichael Sullivan

Orb● A once-a-month subscription box for tween girls that include organic

makeup products and accessories.● A supplemental app is also available with the product

Mission Statement

Cosmetic Industry Background● The cosmetic industry is one of the most

competitive industries

● However, it is one of the highest grossing industries.

● In the overall health and beauty care market, makeup margins tend to be the highest (as much as 38%), followed by skin care (as much as 35%).

● Increased interest particularly in the United States and Europe and worldwide sales were $9 billion and projected to be $14 billion by 2015.

Subscription Industry Background● The subscription industry is very lucrative● Often good value for the price spent● People are looking for an average value of about double compared to what

they paid.● Beneficial for small businesses as a focus is placed on building a customer

base.

Company Background

● Identity Green is an eco-friendly company

● Orb will come into existence on November 27, 2015.

● Headquartered in San Antonio, Texas.● Four management members of the

company for now.

S.W.O.T AnalysisStrengths● Marketing

● Company Image

● Available Technology

Weaknesses● Financial Resources

● Production Costs

Opportunities● Component lifestyle

● Social Media

● Ethnic Markets

● Purchasing Power

Threats● Competition

● Consumer Privacy

iBbeautiful

● Most popular kids beauty product on

mysubscriptionaddiction.com

● $20 a month, $28 a month for a t-shirt

package deal

● Same price for all subscriptions

● Biggest competitor

LYFNow

● Main theme of loving yourself

● $29 a month, free month if you subscribe

for a year

● Targeted to ages 13 and up

Posh Pak

● Three different boxes for different ages

● $29 a month

● Healthy/beauty products, school supplies,

fashion accessories, technology

The Boodle Box

● “Fashionistas in Training”

● $25 a month

● No free shipping on some of the

subscription options

Customer Analysis● Generation Z Females● Accessibility● App● Buying Power● Appeal● Social Media

Product

● All-natural, all organic ingredients● One key ingredient comes from ylang-ylang● Found in our skin care products● Within the Orb, you could receive items such

as hair chalk, nail polish, lipstick, scarves ● Housed in a spherical shape container

Product

● No warranty● Return policy of 10 days with a cancellation of

subscription● Value of Orb is excellent compared to others

App

App

App

Place● San Antonio, Texas● Packaging● Shipment● Damage & Replacements● Future Locations

Promotion● Digital advertising will be the most effective way to reach tween girls● Online banners for YouTube & social media websites● Marketing to parents● Social media marketing● Glitz marketing

Advertisement● Supplemental app● Facebook● Instagram● Twitter

Price● $20● $240/year

● Free Shipping● Eco-friendly ● Trial

Implementation● Social Media

○ Feedback

● Budgets○ Variances○ Monthly○ Semi-annual

● Internal Discussion○ Four P’s

● External Discussion○ Analysis

Control● Cognitive Dissonance

● Marketing Mix○ Four P’s

● Survey

● Market Research○ Focus Group○ Surveys○ Social Media

Control

Thank you for your time.