covergirl kc
TRANSCRIPT
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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