4.1 Target market4.1.1 Primary Target Market - 15-65years, type A personality,online shopping addicted female4.1.2 Secondary Target Market - Celebrities from social network, make up artists and potential users from semi rural areas

*4.Marketing tactics

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*Demographic Profile criteria:

Gender - FemaleIncome - More than 3,600,000 MMK (3500 USD) per yearAge - 15 – 65 years oldOccupation - Employer and employee , students, ArtistsLifestyle - Innovative and prefer setting make-up quicklyAltitude - who choose quality product with fair price

Geographic location - major cities such as Yangon, Mandalay, Nay Pyi Taw, Taungyi, Mawlamyaing

*Laikou BB Cream

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4.2 Product Tactic 4.2.1 Brand name – Laikou BB Cream 4.2.2 Logo Design

*Laikou BB Cream

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The packaging quality and design that Laikou provide to customers is very easy and comfortable form, suitable for every conditions.

*4.2.3 Packaging

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Lifestyles TargetThose who are very innovative and prefer setting make-up with one step only.Those who love superior quality with fair price.Those who prefer shopping via online.Female of Young energetic and elderly business persons

Social & CultureMyanmar women organization proudly use Ta-Na-Khar

and they also enjoy to try Korea make-up style. BB Cream is therefore, will be their make-up of choice because of similar nature with Ta-Na-Khar.

 

*Laikou BB Cream

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Laikou offers several cosmetics products lines like BB cream, Beauty Hair Care Olive Oil Shampoo, Aloe Vera Gel Anti Acne Treatment, Men’s Ocean Minerals Skin Care, Liquid Foundation Cream..,etc.

Although Laikou has a lot of cosmetic products with great quality, we will focus only on BB Cream according to Myanmar’s market demand and market needs

*4.2.4 Products

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*4.2.5 Major features and benefits

Features Benefits

Korean brand Korean quality

Reasonable price with high quality Cost effective

Compact packaging design Easy to carry

One step setting method Time and energy saving, Convenient in rush hour

Suitable for all skin type Harmless and no allergy

Skin maintenance and treatment Useful for skin health

Long lasting Confident and attractive

The Myanmar cosmetic market is fond of Korean skin care products in general for various reasons. And among all Korean brands, Laikou BB Cream should remain an affordable product. This will help the company to retain vast majority of student customers who are likely to try new products with competitive prices.However, this alone will not make Laikou BB Cream stand out in the market. It is believed that the company should continue to work on the “natural” and “organic” concepts because it is generally accepted by the public that most of cosmetic products will more or less bring harm to skin. If Laikou BB Cream could keep on developing healthy products and add to the line, the company should be able to retain and gain market shares of BB Cream products in Myanmar.

*4.2.6 Product positioning

*4.2.7 Product Mapping with price comparison

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E’tude House(12.4$)

The Face shop(12.39$)

Clinique(26.5$)

Estee Lauder(38$)

Laikou(10.9$) 

Maybelline (8.99$)

Shwe-Pyi-Nann(4$)

Taung-Gyi-Mauk-Mal

(3.5$)

Good Quality Bad Quality

Affordable/Practical

Expensive/Distinctive

Nature Republic(15.88$)

Holika Holika(34$)

Pricing objectives To achieve

the consumer’s impression as reasonable prices and affordable quality prices.breakeven sales within one year.

PricingWe will set our products with following criteria:

Same price as Asian top brands40% cheaper than European brands20% initial mark up of total cost for the product in Yangon and adjust with promotion (10%) until the average profit for each unit sold is 10%.

*4.3 Pricing Strategy

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*4.4 Distribution

Laikou

Manufacture

Myanmar Laikou Distributor

Brand Showroom

Yangon Consumer

Wholesaler

Upper Myanmar

Mandalay, Nay-Pyi-Taw, Taung-Gyi

Reseller

Lower Myanmar

Maw-La-Myaing, Pa-Thein Reseller

Online Shopping

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Deliver the brand values, Quality & Affordable to the customer through media advertising including online and social network advertisingEstablish public awareness through Billboard, TV commercial advertising,

*4.4.1 Distribution strategy

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