CosmeticsStop

Acknowledgments
I would like to thank my family in supporting me and encouraging me to do this assignment.
They also helped me in this project by giving me good advices and by correcting me where I was
wrong. I would also like to thank my friends who took time out of their busy schedule and
helped me collect data and provided me with their valuable insight on this project. My teacher,
Miss Qurutulain Muqarab, also played a vital role in this project. Without her brilliant guidance
and help this project wouldn’t have been made possible. She helped me whenever I hit a wall
and didn’t knew what to do.
Table of Contents

 Executive Summary.
 Introduction
 Business Vision and Mission Statements
 Goals & Objectives
 Managerial Hierarchy
 Benefits for the Customers and the Society at large/ Social Responsibility towards all
stakeholders
 Product Life Cycle
 SWOT Analysis
 Target Market
 Marketing Plan (Product, Pricing, Placement, Promotion along with TVC)
 Ethical concerns
 Break-up of Expenses
Executive Summary
We are CosmeticsStop based digitally. We are the distributors of makeup products which has
not been tested on the animals during any stage of its development, from material used to its
packaging and the finished product. Our product market focuses on the women (20-45 yrs) who
wear makeup. We intend to stratify our marketing plan to specifically target the younger
segment (20-35 yrs). And separate advertisement campaign for the women above 35 years.

The name is a good way to incorporate our commitments towards the customers need and
time. They may find every prominent and popular brands at our online store. Our cosmetics
range include the original international brands like Siphora, Mac, Maybelline etc and the
national brands of Pakistan like Inglot, Musarat Misbah, J. etc as well as the A+ copies of
international brands at a very affordable price and great quality.

Soon we expect to move into the marketing and sales of organic skin care products and
fragrances.

CosmeticsStop is even working on the “Online makeup testing services”, where the customers
can test the makeup online through applying it to the resembling tone and texture of their skin
available through a dropdown menu.
Introduction
CosmeticsStop is about to launch their online makeup initiative in the first week of july 2019.
The E-store will include a range of both international and national makeup brands and for the
time will exclusively be available in Lahore only.

This is an online store for women with a love for makeup.

Mission Statements
To provide the best cosmetic products to the customers by just the click of a button. Our
mission is to reach out to every other woman who loves makeup and provide them with better
quality makeup at low cost.

Business Vision
To maintain a position in the digital world of makeup products. The Cosmetic Stop will continue
to grow digitally into new market areas (geographically) and expand its product range to
organic products in skincare and fragrances to meet the ever increasing needs of the potential
Customers. We adhere to provide beauty solutions to our customers.
Goals and Objectives
 We are expected to breakeven after 6 months of running in the month of January, 2019.
 Couples of months after starting our expenses are to be reduced by 2% by cutting back
on some admistration expenses.
 We will be expecting a profit of 48% after approximately 1 year of running.
 Soon after 1 year of running we are will launch our mobile/tablet application.
 After a year and a half we would plan a session for our customers where they would get
free makeup tips and some famous makeup bloggers, who would come voluntarily.
 After 2 years of running we’ll be expecting steady growth rate and by till the start of 3 rd
year we are expecting the sales to hit 9 million mark.
 After the start of 3rd year we will introduce our customers to certified hired
dermatologists with whom they can share their quarries online without any
appointments.
 Managerial Hierarchy

CEO
Iqra Khursheed

CFO ADMINISTRATOR
Taha Wajahat Wajeeh Ahmad

HRM Marketing IT
Arsalan Azeem Mateen Ahmed Qamar uz Zaman

The CEO will also be working as the administrator due to the lack of finance and labor. HR
manager will be also one of us and will hire another employee who will be working below the
manager. The marketing team will be containing two members who will also be one of us. The
IT team will be considering of for 4 individuals. One of them would be someone with significant
skills and with experience who would also be the one working under the HR manager. The
other 3 in IT would be individuals who recently entered the market. Even though all of us will
have a designated post but we can interfere with other departments to provide our insight
given that we are not being a hindrance to them.

CosmeticsStop will be using democratic leadership style to manage its employees. We

want our employees to always feel important so that they can work to the best of their limits.
Any suggestion or complaint of our employees will be heard and act upon accordingly.
Corporate Social Responsibilities
 We will be making sure that the products we sale are not made up from any kind of
animal nor any any animal will be used in the testing of the products.
 Our after sales services provided will ensure that our customer’s voices are heard and
are dealt in appropriate manner.
 Our employees will also have rights and if they have any complaint it will be attended to
as soon as possible.
 We would like our customers to provide us with feedback on their purchase so we can
make the necessary improvements.
Target Market
Geographical Segmentation:
Our website will only be targeting one city of Pakistan at start, Lahore. Due to limited finance
we are only able to target one city for our product but soon it will expand into other city as our
product grows.

Demographical Segmentation:
Our products will only be targeting women as it is of cosmetics. The woman ranging between
ages 20 to 45 years old we be targeted and in that our campaigns will specifically be targeting the
women of ages between 20 to 35 years old as they are more technologically adept.
SWOT Analysis
Strengths:
 We have 6 people on startup so 6
brains to work and achieve the goals.
 E-commerce business so low setup
cost.
 Motivated people as its our own
business.
Opportunities:
 It’s the era of IT.
 Working women do not have time to
go to the stores to buy products.
 We could be targeted by leading
international brands to sell their
products.
 The cosmetics market has gained
popularity by 39% in the recent years.
Weaknesses:
 We’ve got limited budget and have to
manage in that.
 New business will take a lot of effort
and time to adjust in the market
 Inexperienced team.
Threats:
 A few already settled competitors in
the market.
 2nd rate cheap products are also
available in the market.

Product Life Cycle

The product hasn’t even been introduced in the market. However after the launch of our website
the data will be analyzed and improvements will be made according to the data. Then
advertisements will be made accordingly to gain more customers.

CosmeticsStop
Marketing Plan

 Product:
Our business is an e-commerce website selling cosmetic products. The brands will be
giving their products to us to place on our website to sell.

 Pricing:
The pricing strategy that we are going to adopt is penetration. At the start we are going to
set our prices low to lure our potential customers away from our competitors. Then as the
business will gain momentum we will raise our prices to the market level. We will keep
in mind the pricing strategies adopted by our competitors and will use suitable strategies
to compete with them.

 Placement:
We have an e-commerce business and are intermediaries between different business and
their customers. We do not exactly need a place to sell as we deliver products to the
doorsteps of our customers. With our low budget we’ll ask some not so famous bloggers
to use our brand logo or name in their videos.

 Promotion:
As we are an e-commerce website in a technologically advanced world we will use
digital marketing as well as social media marketing to promote our website. Our
advertisements will be placed on different social media websites like Facebook, twitter
etc. Digital marketing will include electronic screens placed alongside the roads. This
will help attract the attention of many technologically adept people.
 Break-Up Of Expenses

As we are expected to reach the breakeven point in six months after starting our
operations the budget will be set for that time period.

 Rent………………………………………………………. 120,000
 Furniture………………………………………………… 80,000
 Computer Systems……………………………………….. 150,000
 Salaries…………………………………………………… 720,000
 Utilities…………………………………………………… 240,000
 Website…………………………………………………… 15,000
 Legal Costs………………………………………………. 85,000
 Advertising Costs……………………………………….. 90,000
 Total expense……………………………………………. 1,500,000

Income Statement:
 Price per product……………………………………. 12%
 Delivery charges…………………………………….. 250
 Ad placing…………………………………………….. 25000
 Traffic……………………………………………….. 5000
 Estimated income per month(first 2)……………. 400,000
 Estimated income per month(next 2)……………. 750,000
 Estimated income per month(till breakeven)……………. 1,000,000
 Estimated income per month(after breakeven)…………. 1,100,000
 Gross income(1 year)……………………………………..
st 2,060,000
 Profit………………………………………………………. 920,000

(All the prices mentioned above are in Rupees)

The rest of 500,000 will kept for contingency measures. We be charging 12% commission on
each product sold from the brands. Aside from that we will be charging delivery costs from the
customers.