Marketing Campaign on

FLAWLESS LOOK
HERBAL CREAM
An academic project of Marketing
Sir Syed University
November 27th 2019

Project Advisor
Ms. Sadaf Mushtaq
Subject: Principe of Marketing

Submitted by:

OSAMA NAUMAN FAROOQI 2018-BBA-

049
USAMA SADIQ 2018-BBA-
050
MUDASSIR AHMED 2018-BBA-
047

DEPARTMENT OF MANAGEMENT SCIENCES

Sir Syed University of Engineering and Technology.
 University Road, Karachi

Contents

Goals & Objectives of Marketing Campaign on The Originators:......................................3

Goals:...................................................................................................................................................................................... 3
Revenue Goal:............................................................................................................................................................. 3

Customer Services:........................................................................................................................................................... 3
Objectives.............................................................................................................................................................................. 4
Increasing Sales:.......................................................................................................................................................... 4

Customer Services:...................................................................................................................................................... 4

Increase profitability:..................................................................................................................................................... 5
Ensure Customer Satisfaction:................................................................................................................................... 5
Social and public responsibility:............................................................................................................................... 5
Optimize productivity:................................................................................................................................................... 6
To conclude:......................................................................................................................................................................... 7
Introduction/Description of our product:............................................................................................................ 7
Budget allocation for Marketing campaign:.................................................................................................. 8

Promotional Marketing:........................................................................................................................................... 9

Target Audience/Customers:................................................................................................................................. 9

Marketing Summary:................................................................................................................................................... 10
Market Segmentation:................................................................................................................................................. 10
Market Segment Strategy:......................................................................................................................................... 10
Market Needs:.................................................................................................................................................................. 10
Service Business Analysis:......................................................................................................................................... 10
Marketing Media & their tools used in campaign:........................................................................................ 10
Timeline/length of period of our marketing campaign:............................................................................11
Limitations and Problems faced during campaign:.....................................................................................11
We didn’t reflect on campaign:............................................................................................................................... 11
Increasing Competition:............................................................................................................................................. 12
Increasing popularity of herbal products:........................................................................................................ 12
Customer feedback/Results after completion of our marketing campaign:....................................12
Goals & Objectives of Marketing Campaign on The flawless look:
Goals:

Revenue Goal:
Growing revenue is a common goal for many businesses. You want to be
sure you include leaders from the marketing, sales and production
departments to help make certain that the goals you choose are
appropriate and have strong support.
Just like that.

 Increase sales of cream by 10% each by the end of the year

 Increase the income in our Midwest Division by 15% by September 1
 Raise prices by 5% over the course of the next 12 months.
Once you have set revenue goals, you'll then need to establish specific
business objectives that will help you achieve the desired results.

Customer Services:

Whether your clients are individual consumers or other companies, you

want them to have a great experience every time they interact with you.
When your organization is known for being easy to do business with, it will
be simpler to attract new clients and build your company.

Just like that

 Reduce the response time in the customer service queue by 10% by

the end of the year
 Improve customer satisfaction survey results from an average of
3.5/5 to an average of 4/5 by December 1
 Increase the number of self-service help articles from 50 to 150 by
October 1
Objectives
Increasing Sales:
 Most companies hope to improve sales from year to year. It's the only
way to continue to grow and find success. To increase sales your
organization will have to create and execute specific strategies
designed to bring in new customers.
Just like that
 Create a survey to discover how the top 20% of our customers found
us, and increase investment in those marketing strategies by January
1st.
 Create a loyalty or frequent buyer program to encourage repeat
customer sales by December 1
 Create a client referral program by January 15 to increase our
brand's reach

Customer Services:
Customer service can be what sets your company apart from the
competition. Sure, many companies sell face creams, but if you can do it
with great service and a smile, people will choose to buy from you. You
also don't want to spend tons of money on customer acquisition just to lose
it with poor customer service.

You may choose to focus on customer service objectives such as:

 Hire and fully train five new customer service staff members by
February 15.
 Install online chat as a help option by 30 February.
 By February 1st, we will translate our most used support documents
into Spanish to launch it globally.
Increase profitability:
Higher profits shouldn’t just be the ultimate goal. In fact, you should
consider making profits sustainable as the main goal of your business.

FLAWLESS LOOK is a very profitable brand. It has high margin as well as

high cost. The high cost is attributable to the fact that skin care products
need a lot of research and development as well as strict quality measures.

It has high margin because people are ready to pay a premium for any
brand that claims and support a unique selling point. Such brands provide
value to people and that is why greater profits can be obtained on it .

Ensure Customer Satisfaction:

The main factor in the success of any business is customer satisfaction.
Without customer satisfaction, any other endeavor is futile. Without a
decent level of customer satisfaction, any business will fail. That’s just
common sense.

Customer satisfaction is a threefold matter. Firstly, increased quality at

decreased prices. Secondly, brand loyalty and thirdly, social and public
responsibility. Classically, the accent fell on the first part. To clarify, how to
increase quality while decreasing prices.  Which is a bit counter-intuitive.

Social and public responsibility:

Modern consumers have raised the bar on corporate social responsibility.
Which now has to be active and effective. Businesses should take active
measures and meet community issues. Obviously, with business-related,
business-affected or business-relevant projects and activities.
 Being passive is dated, being active is the new standard. Developing the
right social and public responsibility is now part of your brand. And
therefore part of your customer satisfaction.

Optimize productivity:
Productivity is always a measure of efficiency. It compares the output
generated by a certain input. This calls for an internal-external dichotomy:

 Internally, productivity implies getting the best total value out of the
talent. Maximizing value of man-hours from employees. Along with the
potential output of equipment.  And the overall output of a business in
terms of production costs. In a word, making the team more productive.
 Externally, productivity also factors in the market value of the outputs.
Several other factors are included, but they are supplementary to the
internal factor.

Developmentally, this could mean training employees and. In addition,

purchasing new equipment and implementing new technologies. Or even
methods which shortcut the process flow.

As for team productivity, modern technologies enable a whole new range of

solutions. Which means that you can eliminate redundancies and increase
overall outputs. In effect, you can be more productive.

Make your employees happy:Some places, however, have figured out a

different solution. Rather than spending money on employee perks,
Sweden has gone a different way. They reduced the working day to six
hours. Unsurprisingly, the happiness of employees has increased. The new
working hours reduce work related stress and anxiety. Hence,  employees
get to work harder and perform better overall. At least in Sweden, it makes
employees more productive.
To conclude:
you can surely focus on a lot of other objectives in order to make your
organization better. Improve marketing: determine consumer preferences
and buying trends. Moreover, analyze markets and establish consumer
behaviors. In fact, focus on your branding. Or, perhaps, try a rebranding.

Introduction/Description of our product:

Asyou all know that our product is a fairness cream
Every girl holds a dream of what she wants to truly pursue, a dream to
carve out her own identity before she gets married. We understand the
value of these dreams, and the need to invest in your future, in order to
become self-reliant. After all, self-reliance is the crucial building block to
creating your own true identity.

Welcome to the flawless look – our initiative to economically empower

women like yourselves pursue your dreams and reach your true
potential. We aim to inspire an attitude of self-reliance and
independence among young women by providing scholarships in the
areas of higher education, vocational training and start up business
capital.

Come, take the first crucial step towards achieving your dreams, and
becoming self-reliant by applying for flawless look.

Nature of product FLAWLESS LOOK is an advanced skin lightening

formula. Its unique formulation ensures five visible actions:

1. Lightens and evens skin tone.

2. Reduces blemishes.
3. Remove dark spots.
4. Helps reduce under-eye dark circles.
5. Nourishes skin and moisturizes skin without making it oily.
Product Features:
The cream comes in a 50g container. It is safe for all skin types, and
suitable for men and women. It has titanium dioxide that works as
sunscreen. It provides an instant whitening effect. It is safe for daily use.

Product Weight Price

25gm 100RS
50gm 150RS
100gm 225RS

Budget allocation for Marketing campaign:

a) Total budget
Total budget is Rs. 1 Million
b) Budget for general marketing(Rs=6300,000)
There are 3 main general marketing tools are
 Television commercials, 4000000
 Billboards on the side of the road, 1500000
 Magazine advertisements.800000
c) Budget for promotion marketing(Rs=2700,000)
Promotional Marketing:
 Create a contest. 
 Present things with your brand identity.
 Frequent buyer card
 Free shipping
 Upsell.
 Cross-sell. 
 Demonstrate your product
 Show video testimonials
 Slotting Allowances=600,000
 Buying allowances=400,000
 Sales promotions=300,000
 Product Samples=100,000
 Direct marketing. =300,000
 Create a contest.=100,000

Target Audience/Customers:
The target consumer profile for flawless look is the 18 and above age
group, and the bulk of the users are in the age 21–35 category, though
there is evidence that girls as young as 12–14 also use the cream.
Marketing Summary:

Flawless look uses selective targeting strategy to make its product appeal

to the respective customer groups. It has positioned its offerings based on
value-based positioning by creating a positive image about the brand &
communicating that the products are safe, effective and makes the
customer feel good about them.

Market Segmentation:

Segmentation can be done on the basis of geographic, demographic,

psychographic and behavioural. Segmenting on the basis of: Geographic
target is generally the south zone and then north and west. Demographic
Age - users of the age of 15 to 45 years. ... The poors are also a significant
target flawless look.

Market Segment Strategy:

Flawless look uses selective targeting strategy to make its product appeal

to the respective customer groups. It has positioned its offerings based on
value-based positioning by creating a positive image about the brand &
communicating that the products are safe, effective and makes the
customer feel good about them.

Market Needs:
Service Business Analysis:
Marketing Media & their tools used in campaign:

The Business and advertising strategy of FLAWLESS LOOK has been

distinguishing and unique. They have continued to touch the hearts of the
consumers. Special attention has been given to the packaging of the
products. Its distinctive and beautiful packaging has helped in its
recognition everywhere. Marketing campaigns include ads on billboards,
magazines, banners, newspapers. The visual medium of television has
been exploited to the maximum limit. Many online shopping centers are
giving ample discounts and offers on the market price to attract the
customers in the same way we also use facebook, twitter and may other
small daily use medias

Timeline/length of period of our marketing campaign:

Our marketing campaign length of period will be from 1 st November 2019 to
January 31st because it is the best time as mostly people’s skin rough and
dry, so our product specially design for dry and rough skin in this way our
product peak time for selling in these month also.

Limitations and Problems faced during campaign:

The governments in developing countries often lack the political will,
resources and the competence to successfully restrain powerful firms.
Corruption makes the situation even worse. These countries also often lack
the institutional maturity and public support needed for effective action by
civil society and for self regulation by industry. As the countries develop
economically, politically, and socially, these shortcomings will get
remedied.
We didn’t reflect on campaign:
Not stopping to reflect on a campaign and its results was a missed
opportunity to understand the impact and improve future campaigns. We
didn’t have a clear idea of what we did in our campaign (triumphs and
tribulations), then we’ll have to reinvent the wheel for next time we’ll have
to learn things from this campaign so we don’t make same mistakes in the
future campaign.
Increasing Competition:
Whether you’re marketing about your small business, someone else has
already been marketing about it for a long time. To make matters worse,
there has never been such intense competition for our audience’s attention.
Competition in the skin fairness category is increasing with brands such as
Fair Ever, No Marks and Fair & Handsome entering the market and
affecting the market share.

Increasing popularity of herbal products: 

Popularity of herbal products is increasing in countries like India and is
expected to increase in other parts of the world as well. This possesses a
big threat to the whole industry.

Customer feedback/Results after completion of our marketing campaign:

We were blown away by the customer’s feedback as our business is just

the right thing what they wanted because of our variety of cost, our
promotional offers and our complementary care for our customers by which
our customers were overwhelmed. Also, the variety and new trends in our
designs for the skin of our customers made them attracted to our brand.
The results after completion has been great as the sales and our market
growth has enormously increased during and even after the campaign
which has helped our business to finally make it’s own place in the market
and we can now officially start expanding our business and provide our
product to our whole city with mega marketing projects to advertise and
take our business to a whole new-level.