llvL?

LA8 MA8kL1lnC LAn

eos roducLs LLC
1 LxecuLlve Summary
eos roducLs LLC ls on a mlsslon ls Lo provlde a safe and naLural producL made of organlc lngredlenLs
LhaL has proven Lo be effecLlve aL a reasonable prlce for every woman" who wanLs Lo use a safe clean
new producL LhaL has noL been LesLed on anlmals and ls focused on provldlng Lhe hlghesL quallLy naLural
lngredlenLs avallable AfLer relnvenLlng shavlng cream eos declded lL was Llme Lo work on lmprovlng
Lhe resL of Lhe beauLy alsle CreaLlng beauLy producLs for women LhaL are appeallng ln packaglng and
performs Lo Lhelr hlghesL expecLaLlons ls a key ob[ecLlve for eos 1hls ploneerlng company has plans Lo
launch a full llne of producLs LhaL wlll Lake care of common concerns such as molsLurlzers LhaL absorb
qulckly wlLhouL leavlng skln feellng sLlcky or greasy body wash LhaL wlll noL dry ouL Lhe skln and llp balm
LhaL wlll be organlc safe and effecLlve
1he markeLlng plan for eos lncludes sLraLeglc focus plannlng a slLuaLlon analysls a SWC1 analysls
lndusLry analysls wlLh a focus on compeLlLors ln Lhe llp balm markeL a company and cusLomer analysls
a markeLlngproducL focus Lhe markeLlng program flnance and daLa pro[ecLlons Lhe organlzaLlonal
sLrucLure lmplemenLaLlon plans and flnally an evaluaLlon and conLrol revlew

2 Company uescrlpLlon
8ased ln new ?ork ClLy eos roducLs LLC ls a newer company LhaL launched lLs AnLloxldanL shavlng
cream a producL LhaL ls LoLal deslgn and formulaLe for women Lo promoLe healLhy radlanL skln ln !uly
2008
eos roducLs LLC Lhe evoluLlon of smooLh" was looklng for a shavlng cream LhaL reflecLed womans
senslblllLy 1he eos shavlng cream helped Lo creaLe a closer shave and leave skln smooLh and sllky eos
belleves ln creaLlng a beauLy producL wlLh a unlque blend of naLural lngredlenLs eos prldes lLself wlLh
creaLlng lnnovaLlve and sLyllsh beauLy producLs Lo meeL Lhe needs of Loday's modern women eos
producLs meeL Lhe hlghesL sLandards and Lhey are carefully crafLed uslng naLure's besL lngredlenLs
CurrenLly eos has Lhree maln producLs shavlng cream llp balm and body loLlon and Lhese producLs are
avallable ln company webslLe selecL 1argeLs WalMarLs local drug sLores and many onllne beauLy
sLores

Why we choose eos organlc llp balm?
ur MehmeL Cz known by an admlrlng 1v audlence slmply as ur Cz" ls Lhe vlce chalr and professor of
surgery aL Columbla unlverslLy Pe dlrecLs Lhe Cardlovascular lnsLlLuLe and ComplemenLary Medlclne
rogram aL new ?orkresbyLerlan PosplLal Pls research lnLeresLs lnclude hearL replacemenL surgery
mlnlmally lnvaslve cardlac surgery complemenLary medlclne and healLhcare pollcy Pe has auLhored
more Lhan 400 orlglnal publlcaLlons book chapLers and medlcal books and has recelved several paLenLs
8ecenLly on one of hls 1v shows he dlscussed healLh concerns wlLh cerLaln well known and commonly
used cosmeLlc lLems 1he followlng are some of Lhe lLems he menLloned

Mlneral powder Lhe nanoparLlcles ln Lhe powder dusL can geL lnLo your lungs and scar your lungs
whlch can cause lnflammaLlon and flbrosls 1he parLlcles are so small LhaL Lhey seLLle and you canL geL
Lhem ouL AlLhough Lhere are no sLudles whlch suggesL LhaL Lhls ls harmful for Lhese reasons buL
experL say lL Lakes 1030 years for mlners and consLrucLlon workers Lo develop sympLoms of lung
dlsease 1herefore lL ls probably wlser and healLhler Lo use llquld foundaLlon cream foundaLlon or
pressed powder
AnLlwrlnkle cream fragrance ls bad color ls bad lor lnsLance lavender causes cell deaLh clnnamon
eucalypLus menLhol breaks down collagen causes lnflammaLlon 1he experL says 8oLox alLernaLlves
are hogwash and a markeLlng glmmlck 1hus lL ls lmporLanL Lo conslder producLs whlch are fragrance
free color free and conLaln vlLamln A (reLlnol) and Alpha Pydroxy Acld
Llp Closs conLalns peLroleum [elly whlch ls exLremely bad LsLlmaLe 7 pounds of peLroleum [elly wlll be
absorbed lnLo your body over your llfeLlme lf you use llp gloss every day When women are dlagnosed
wlLh breasL cancer Lhelr levels of Lhls subsLance are Lwlce as hlgh as women wlLhouL breasL cancer
1herefore flnd llp gloss or llp producLs wlLh naLural lngredlenLs and ones wlLh zlnc oxlde made from
beeswax conLalns a sunscreen

Los ls LargeLlng Lo lndlvlduals who wanL a quallLy producL made from naLural lngredlenLs whlch wlll
provlde proper coverage do Lhe [ob buL noL cosL an arm and a leg 1haL ls why we are selecLlng LCS
organlc llp balm
3 SLraLeglc locus and lan
lndusLry 1rends 1he cosmeLlc lndusLry ls a huge compeLlLlve markeL whlch has greaL buslness
opporLunlLles 8uL due Lo healLh concerns such as Lhe ones menLloned on Lhe ur Cz show Lhere ls
deflnlLely an lncreaslng need Lo produce naLural producLs LhaL would noL pose a healLh rlsk and provlde
beLLer resulLs Lo lndlvlduals
Mlsslon Los' prlmary mlsslon ls Lo provldlng Lhe hlghesLquallLy all naLural producLs Lo Lhe markeL aL
an affordable prlce LhaL even a glrl nexL door can own lLs producLs 1he organlc and naLural lngredlenLs
of Lhe producLs provlde cusLomer a beLLer cholce whlle also allow all cusLomers Lo en[oy Lhe greaL skln
care experlences
Coal(s) Los wlll provlde lLs cusLomers Lhe besL llp care producL LhaL replaces ChapsLlck 8llsLex and
8urL's 8ees Llp 8alm and many oLher greaL skln care producLs ln Lhe near fuLure Los has seL lLs buslness
and flnanclal goals for Lhe nexL 3 years
8uslness goals
1 1o esLabllsh Lhe brand awareness and lmage as an all naLural and organlc sklncare producL llne whlch
wlLh hlghesL quallLy and affordable prlce Lo every cusLomers
2 1o have 23 more new sales channels boLh onllne sLores and real sLores
3 1o launch new sklncare producLs sLarLlng by lnLroduclng eos body loLlon ln 2010
4 1o become one of Lhe leadlng brands for women's shavlng cream (flrsL producL) and llp balm (second
producLs) lndusLry
llnanclal Coals
1 1o lncrease markeLlng sales by 3 Lo 7 each year and a growLh ln earnlngs for 6 per year
2 1o obLaln a reLurn on equlLy of 30 ln Lhe nexL flve flnanclal years
3 1o cuL down Lhe producLlon cosL and lncrease Lhe producLlon volume over Llme
Core compeLency and SusLalnable compeLlLlve advanLages 1he core compeLency of eos ls Lo provlde
unlque hlghquallLy and affordable sklncare producLs LhaL only use Lhe mosL naLural lngredlenLs
Meanwhlle Lhe company wlll launch new producLs Lo saLlsfy cusLomers' needs and keep lLs quallLy
sLandards Los values cusLomers revlew Lherefore eos wlll evaluaLe each producLs sales number and
markeLlng plan hold meeLlng wlLh lLs dlsLrlbuLors and reLallers on a monLhly base Lo bulld a beLLer
relaLlonshlp Lo lncrease cusLomer saLlsfacLlon
SLraLegles A markeLlng plan lncludes uslng focus group and webslLe revlews offerlng samples and
coupons and adverLlslng ln magazlnes for women of all ages 8aLher Lhan uslng a spokes model Lhe
company wlll choose uslng Lhe glrl nexL door" Lo presenL and promoLe lLs producL as someLhlng
naLural and down Lo earLh"

4 SlLuaLlon Analysls
SWC1 Analysls
llgure 1 shows Lhe lnLernal and exLernal facLors LhaL affecL Lhe markeL opporLunlLles for eos
1hls SWC1 analysls hlghllghLs Lhe greaL sLraLegles Laken by Lhe company slnce lLs producLs flrsL launched
Lo Lhe cusLomers
llgure1 SWC1 Analysls for eos LLC
lnLernal lacLors | SLrengLhs | Weaknesses |
ManagemenL | LLC flrm enLrepreneurlal/small group easy Lo manage | Small slze can resLrlcL opLlons
|
Cfferlngs | unlque hlgh quallLy and organlc producLs | Many brand name compeLlLors
|
MarkeLlng | Avallable onllne and ln maln chaln drugsLores/supermarkeLs | 8esLrlcLed shelf space
ln sLores lack of brand awareness |
ersonal | Small buL professlonal workforce | 8lg gap lf employees leave |
llnance | SLable growLh ln sales revenue | LlmlLed resources may resLrlcL growLh when
compare wlLh glanL compeLlLors |
ManufacLurlng | naLural and organlc lngredlenLs wlLh speclal formula LhaL ensures producL quallLy
| Lack economles scale of blg compeLlLors |
LxLernal lacLors | CpporLunlLles | 1hreaLs |
Consumer/Soclal | 1argeLlng women consumer's markeL All naLural lngredlenLs are sulLable for
everyone | 8rand awareness ls low whlle Lhe prlce ls a llLLle blL hlgher ln Lhe drugsLore llp balm
|
CompeLlLlve | ulsLlncLlve and unlque packaglng wlLh all naLural and organlc lngredlenLs |
aLenL pendlng deslgn may lead a dupllcaLe producL ln Lhe markeL |
1echnologlcal | new Lechnology makes a small company can produce quanLlLy producLs wlLh
reasonable cosLs | CLher blgger company may have beLLer Lechnology Lo produce lower cosL
producLs |
Legal/8egulaLory | Plgh uSuA sLandards | Merger and acqulslLlon beLween larger compeLlLors
are approved by governmenL |
lndusLry Analysls
Llp 8alm Llp balm or llp salve ls a waxy subsLance applled Loplcally Lo Lhe llps of Lhe mouLh Lo relleve
chapped or dry llps angular chelllLls sLomaLlLls or cold sores 1he prlmary purpose of llp balm ls Lo
provlde an occluslve layer on Lhe llp surface Lo seal molsLure ln llps and proLecL Lhem from exLernal
exposure Llps are parLlcularly vulnerable because Lhe skln ls so Lhln and Lhus Lhey are ofLen Lhe flrsL Lo
presenL slgns of dryness Cccluslve maLerlals llke waxes and peLroleum [elly prevenL molsLure loss and
malnLaln llp comforL whlle flavoranLs coloranLs sunscreens and varlous medlcamenLs can provlde
addlLlonal speclflc beneflLs Llp balm usually comes ln Llny conLalners elLher one ln whlch a flnger ls
used Lo apply lL Lo Lhe llps or ln a llpsLlcksLyle Lube from whlch lL can be applled dlrecLly

1hls Lrend ls abouL Lo change whlle eos has ushered ln a new era of llp balms Llp 8alm SmooLh Sphere
1hls llp balm ls packaglng ln an eggshape conLalner whlch Lhe Lop can be LwlsL off lnslde Lhe ball ls a
smaller ballshaped mound of llp balm 1he unlque shape makes lL easy Lo flnd when you puL lL ln a bag
wlLh many oLher lLems 1hese llp balms come ln Lwo dlfferenL packaglng whlle each of Lhem conLalns
023 ounces of llp balm versus 013 ln a Lyplcal chap sLlck Lube so Lhe cusLomers are geLLlng qulLe a blL
more producL wlLh Lhls parLlcular llne

CompeLlLors ln Lhe llp balm markeL
1here are many blg brand names ln Lhls markeL 1he markeL represenLs over $338 mllllon ln
annual sales (2003) for llpcare producLs conslsLlng of Lwo ma[or caLegorles llp molsLurlzers and
proLecLors and medlcaLed llp producLs 1here are more Lhan 111 mllllon users for llp care producLs
CurrenLly Lhere are Lwo companles conLrol abouL 30 of Lhe llp care producL markeL 8llsLex and
ChapsLlck
8rand awareness and producL revlew are Lhe key facLors for consumers Lo choose a llp balm 1he maln
sales channel for Lhe llp care producLs are Lhe drugsLores ($273 Mllllon ln 2000 $383 ln LoLal for year
2000)

Company Analysls
8ased ln new ?ork ClLy 1he LvoluLlon of SmooLh (eos) roducLs LLC ls a new company LhaL makes
lnnovaLlve and sLyllsh beauLy producLs Lo meeL Lhe needs of Lhe modern woman eos flLs a womans
sense of sLyle and also leLs her have fun ln Lhe process of geLLlng more beauLlful 1hls company plans Lo
launch a full llne of producLs LhaL wlll smooLh ouL Lhe chores women once knew molsLurlzers LhaL
absorb qulckly and donL leave skln feellng sLlcky or greasy body washes LhaL cleanse wlLhouL drylng
and llp balms so beauLlful women wlll be exclLed Lo pull Lhem from Lhelr purse eos has a loL more
smooLhlng on Lhe horlzon
1he company already launched shavlng cream and llp balm ln many dlfferenL opLlons and wlll have a
new producL llne body loLlon comlng ouL laLer Lhls year All Lhese producLs are made of 100 naLural
and uSuA cerLlfled organlc whlle Lhey are noL LesLed on anlmals whlch saLlsfled people's eLhlcal
expecLaLlon of go naLural and deslre of a good lnnovaLlve producLs 1he vlLamln enrlched balms offer
long lasLlng molsLure wlLh a shea buLLer formula and a cool deslgn
CusLomer Analysls
unllke many producLs Lagged for women whlch are derlved from mens formulas and packaglng eos ls
bulldlng producL llnes LhaL Lruly appeals Lo Lhe modern woman who ls looklng for a beLLer sklncare
experlences
ln general llp balm ls popular and purchased by consumers represenLlng a board range of soclal
background men or women youLh or senlor eLc Powever Llp 8alm Sphere ls more speclflc LargeLlng
Lo modern consumers who wanL Lo have a more molsLure wlLh dlfferenL deslgn look 1hey llke
lnnovaLlve producLs wlLh comparable quallLy LhaL Lhey are wllllng Lo buy and recommend Lo Lhelr
frlends 1hese consumers are Lhe maln purchaslng lnfluence ln Lhe peers Women aL Lhe age from 16 Lo
33 are Lhe ma[orlLy buyers whlle Lhey buy Lhls llp balm sphere as a glfL Lo Lhelr famlly frlends and
parLner Lhe end users can be anyone
8ecause eos Llp 8alm Sphere provlde a more molsLure producL wlLh all naLural lngredlenLs and
unlque packaglng deslgn LhaL can be easlly flnd even lnslde a bag Lhe producLs' blggesL users Lend Lo be
modern women who wanL Lo feel Lhelr llps very molsL wlLhouL belng sLlcky or waxy

3 MarkeLlngroducL locus
MarkeLlng and roducL Cb[ecLlves
eos Llp 8alm Sphere wlll be a common household name and used as Lhe premler and personal
cholce llp balm producL slnce lL ls an appeallng producL belng 100 naLural
AL Lhls Llme eos Llp 8alm Sphere ls avallable aL Walgreens 1argeL WalMarL CvS drugsLorecom ulLa
CosmeLlcs and Amazoncom eLc 8uL lL ls noLed LhaL lL should be vlslble ln more drugsLores grocery
sLores dlscounL and blg box sLores and healLh food sLores As for healLh food sLores CnC and PlPealLh
would be a good ouLleL for Lhls producL and perhaps some mom and pop" healLh food sLores would
also be lnLeresLed ln carrylng eos

1argeL MarkeL Los's LargeL markeL ls for all ages and prlmarlly focuses on Lhe Lhree 1's Leens
LwenLles and LhlrLles 1oday's consumers are more concerned abouL healLhy naLural and organlc
producLs Lherefore eos provldes a producL LhaL wlll fulflll Lhelr needs and appeal Lo all ages Los llp
sphere ls a producL LhaL can be LouLed for keeplng ouL uvA rays provldlng naLural molsLure and
re[uvenaLe llps Lo Lhelr Lender and smooLh beglnnlngs
olnLs of ulfference eos llp balm ls a unlque proLecLlon and smooLh producL whlch made by 100
naLural maLerlals 1hls ls a user frlendly producL LhaL proLecLs and resLores llps clean all Lhe way Lhrough
and comes ln a neaL shape LhaL ls easy Lo grlp and use 1hls ls noL your moLher's llp balm or chap sLlck"
buL she'll be happy lf you leL her glve lL a Lry! 1he lngredlenLs ln eos are noL harmful ln facL Lhey are
organlc and 100 naLural so lL ls noL only good for you buL good for Lhe envlronmenL Loo!

oslLlonlng Los ls provldlng naLural/organlc producLs wlLh a greaL compeLlLlve and more
affordable prlce and wonderful user experlences Lo lLs cusLomers CusLomers can purchase Lhe hlgh
quallLy producLs wlLhouL paylng Loo much 1he unlque and modern package deslgn also provldes easy
Louse funcLlon Lo lLs cusLomers

6 MarkeLlng program
roducL SLraLegy eos Crganlc llp balm ls currenLly avallable for 6 flavors honeydew lemon (wlLh Sl
13) mlnL and summer frulL vanllla bean and pomegranaLe raspberry Lach of Lhem ls reLalllng for $399
for a 023 ounce package All Lhese llp balms are made of 100 naLural and uSuA cerLlfled organlc
maLerlals wlLh Lwo cholce of package smooLh sphere or sLlck 1hese unlque packaglng provlde
cusLomers a more userfrlendly experlence when cusLomers Lry Lo flnd Lhe llp balm and use lL on Lhe
llps Lach package conLalns 023 ounce llp balm (whlch ls 167 blgger volume Lhan Lhe leadlng brands)
LhaL provldes a longer usage llfe Lo cusLomers

rlce SLraLegy Make lL affordable and compaLlble wlLh oLher llpcare producLs ls a key facLor when
maklng Lhe prlclng declslon CurrenL suggesLed reLall prlce ls $349 for each llp balm and $1099 for a
mulLlpack of 3 spheres more of a mldcosL/hlgh Lurnover lL ls lmporLanL Lo prlce eos Lo cover cosLs and
expensed wlLhouL maklng lL expenslve Lherefore maklng lL affordable for Lhe glrl nexL door"

romoLlon SLraLegy Coupons and speclal promoLlons would be avallable aL dlfferenL Llmes and sale
channels and sLraLeglcally on a seasonable basls whlle LhaL Lhe flavors" could also correspond Lo Lhe
Llme of year lor example peppermlnL ln Lhe wlnLer lemon and llme ln Lhe sprlng berrles ln Lhe
summer and pumpkln and clnnamon durlng Lhe fall lree samples are also avallable vla onllne
requesLlng (emall eos webslLe eLc) when Lhe new flavor ls launched Lo Lhe markeL Los also provldes
LesLers lnsLore whlch enable cusLomers Lo Lry on Lhese llp balms and dlscover Lhe dlfference

alace SLraLegy Lhe maln dlsLrlbuLors of eos producLs are wholesale reLallers drugsLore and e
commerce channels (lncludlng lLs company webslLe) 1hose dlrecL and lndlrecLly sales channels allow
eos Lo dlsLrlbuLe lLs producLs Lo cusLomers more efflclenLly

7 llnance daLa and ro[ecLlons
asL Sales 8evenue as a new company who [usL enLerlng Lhe beauLy markeL for less Lhan 3 years eos
has a very sLable sales grow ln Lhe pasL couple years
llve years flnanclal pro[ecLlons CurrenLly Lhe llpcare producLs have an annually sales above 300 mllllon
ln Lhe uS markeL 1he flve years flnanclal pro[ecLlons for eos appear ln below charL
| | | ro[ecLlons | | | | |
| | AcLual | ?ear 1 | ?ear 2 | ?ear 3 | ?ear 4 | ?ear 3 |
llnanclal elemenL | | 2009 | 2010 | 2011 | 2012 | 2013 | 2014 |
roducLs sold | | 332341 | 387900 | 434300 | 463000 | 499000
| 343000 |
neL Sales | | $1012377 | $1082241 | $1211700 | $1291700 | $1392210
| $1320330 |
Cross roflL | | $403031 | $434341 | $343264 | $620016 | $682183
| $743070 |
CperaLlon roflL/Loss | | $103031 | $144341 | $234263 | $300016 |
$332183 | $403070 |

8 CrganlzaLlons
eos LLC's currenL organlzaLlon appears ln llgure 3 lL shows Lhree dlrecLors wlll reporL Lo Lhe presldenL
8elow Lhls level are boLh Lhe fullLlme and parLLlme employees for Lhe company
resldenL and CLC
ulrecLor of CperaLlons
ulrecLor of MarkeLlng and Sales
ulrecLor of llnance

9 lmplemenLaLlons lan
lnLroduclng a new producL Lo Lhe very compeLlLlve beauLy/sklncare producL markeL requlres a very
creaLlve lnnovaLlve and eyecaLchlng promoLlonal sLraLegy and markeLlng lmplemenLaLlon plan Lo galn
cusLomers' awareness and deslre Lo purchase 1herefore expandlng Lhe exlsLlng sales channels and
geLLlng lnLo new channels wlll be Lhe maln LargeL for Lhe nexL couple flnanclal years llgure 3 shows Lhe
schedule of enLer new sales channels
?ear | new Sales Channel added each year | CumulaLlve sales channel |
1oday (2010) | 3 | 10 |
?ear 1 (2011) | 3 | 13 |
?ear 2(2012) | 3 | 18 |
?ear 3 (2013) | 4 | 22 |
?ear 4 (2014) | 4 | 26 |
?ear 3 (2013) | 6 | 32 |

1he new dlsLrlbuLlon channels are selecLed carefully by Lhe company 1he company wlll enLer
Lhe global markeL by selllng lLs producLs on dlfferenL lnLernaLlonal beauLy/personal care ecommerce
webslLe and Lhen conLracL wlLh local reLaller ln year 2012
10 LvaluaLlon and ConLrol
LvaluaLlon and conLrol ls by generaLlng useful daLa lnformaLlon by seLLlng performance
sLandards wlLh plannlng ob[ecLlves deslgnlng lnformaLlon feedback sysLems and comparlng Lhe acLual
performance wlLh Lhe sLandards 1o assure all resources are belng used ln Lhe mosL effecLlve and
efflclenL way ln achlevlng our ob[ecLlves Lhe monLhly sales ln each channel and cusLomer feedback wlll
be revlewed by Lhe managemenL carefully 1he performance wlll be compared wlLh prevlous sales
reporL and Lhe markeLlng programs wlll be ad[usLed Lo reflecL Lhe currenL markeL needs


2 AbouL eos wwwevoluLlonofsmooLhcom
3 lnLervlew wlLh ur Cz hLLp//wwwdocLorozcom/
4 Wlklpedla Llp 8alm hLLp//enwlklpedlaorg/wlkl/Llp_balm
3 MarkeL research reporL hLLp//wwwMarkeLresearchcom