You are now ready to prepare the plans for the next Fiscal Year (FY).

You know that

your sales have been stabilized (as described above) and that the marketing expenses
to deliver these sales are $200,000. There is an additional $100,000 in Sales and
Administration Expense. This clearly provides you the base to develop your HI for
the FY.

There are additional investment ideas however, which your team has asked you to
evaluate and guide them towards an optimal investment plan, which will
enable equity building and business growth.

Plan 1: Addition of Beauty Consultants in the stores.

As noted in the pre-reading Beauty Consultants are a key business driver as they can
offer expert advice and help consumers match their individual needs with the
correct product.
The multifunctional team's proposal is to add beauty consultants in all stores.

Plan 2: Advertising on TV

In the previous year your awareness building was executed via print. It is now
time to accelerate this and go on TV. The copy you intent to air scored well in
tests and based on the copy scores, awareness building and conversion to
purchase intent, you have received a model which projects the sales growth per
$50,000 investment in media. The next table summarizes the projected results: