TACTICAL MARKETING PLAN

DOCUMENT SUBTITLE

PRESENTED BY: ANGELINE M. RAMIREZ

XOXO COMPANY
123 BOULEVARD STREET, ELITE NYC OFFICE
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TACTICAL MARKETING PLAN

To maintain competitiveness, the cosmetics industry’s brands have to saturate the market and be part
of people’s lives. Apart from typical marketing tactics such as quality packaging, wide product ranges,
and reasonable price-points, manufacturers and retailers in the industry have to develop strategies and
techniques to gain entry into new target markets and maintain their loyal base. Some of the strategies
include support for fashion shows and for modeling agencies, who reciprocate with free and
spearheading the industry’s products.

PLAN OVERVIEW

Practice: How to get all the cosmoholics attention

Name of Campaign: Define Beauty. Define You
Campaign Manager: Carl Anderson
Subject Matter Expert: Maine Stone

OBJECTIVE
Preventing further damage both from light/sun and the environment to our skin; Keeping our skin
glowing by optimizing hydration, barrier function and cell turnover, and minimizing irritation; Helping
to repair past superficial damage to skin.

TARGET MARKET

Cosmetics includes a wide range of products from skincare items to makeup and beauty items. These
are items that predominantly appeal to women and women are more likely to purchase beauty products
than men; even though some men are interested in cosmetics. 

Hence, from a generic point of view, a typical cosmetics business dealing in make-up items and other
skincare products will primarily have women, aged 18 and above as its target market. 

PRODUCT DEMOGRAPHICS
Cosmetics includes a wide range of products from skincare items to makeup and beauty items. These
are items that predominantly appeal to women and women are more likely to purchase beauty
products than men; even though some men are interested in cosmetics.

TARGET CONTACT DEMOGRAPHICS

TABS Analytics' second annual U.S. Cosmetics Study found that millennial women (ages 18 to 34) are
the heaviest buyers of beauty products in the $13 billion cosmetics market (market size excludes skin
care and hair care products).

Date Tactical Marketing Plan 1

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MESSAGE SUMMARY
Cosmetic product put on the market within the community must not cause damage to human health
when applied under normal or reasonably foreseeable conditions of use, taking account, in particular,
or reasonably foreseeable conditions of use, taking account, in particular, of the product’s
presentation, its labeling, any instruction for its use and disposal, as well as any other person
responsible for placing the product on the Community market.

CALL TO ACTION
“Buy Something”
1. Instagram: “New lip tint batch freshly poured and setting as we speak snag yours now for the
freshest product you’ll ever experience (LINK IN BIO)!!!”
2. Website: On sales page, its typical to see “Add to Cart” or “Buy Now” – if it fits your branding,
consider changing it up with fresh prompts such as ‘Gimme Those Berry-Kissed Lips!’
3. Facebook: “Lip tints are all the rage this year! Save this to your gifting boards and buy in bulk for all
of the hard-to-shop for ladies on your list: teachers, workers, coworkers, babysitters, stocking
stuffers, etc… you can even get them individually gift wrapped!”

WHAT IS THE DESIRED OUTCOME?

The business goal is to sell $4,000 of make up in one month. We can make this goal achievable by
dividing the goal into specific product sales goals, such as selling $1,000 in eye makeup products,
$1,000 in lip products, and the remainder in foundational cosmetics.

WHAT IS THE PULL-THROUGH OFFER?

We can pull our strategies include advertising, word-of-mouth referrals, sales promotions and social
media marketing.

PROCESS

LIST DEVELOPMENT
For list development, we could use cross-selling occurs after the client make a purchase decision.
Before closing the sale, the salesperson offers another product from the product line. For example, the
client has purchased a lipstick collection. The sales team member should offer a face powder,
explaining how a finished face look will complement her new lip products.

PROSPECTING MECHANISM
We make a commitment to be a prospect-driven salesperson and focus on finding the right prospects.
Own a territory then take a close look at the competition and resist hitting for a comfort level in a
business.

PRE-EVENT FOLLOW-UP
We could choose a venue that’s interesting but doesn’t outshine by others. Then we could have a
memorable, relevant theme for our product launch event and to plan an engaging entertainment for
our product launch event.

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POST-EVENT FOLLOW-UP
An event follow-up email is an email sent after an event to request feedback from the attendees, share
photos and videos, and even make exclusive offers for the event-goers. These follow-up emails are
designed to create more positive emotions around the event and increase loyalty to the brand.

OPPORTUNITY QUALIFICATION PROCESS AND CRITERIA

PROSPECT QUALIFIED
 Sales-qualified lead  Sales-qualified opportunity
 Pre-qualified by an SDR  Meets all opportunity qualification
 Relevant contact at a relevant company criteria
 Interest in continuing the buying
conversation

PROJECT PLAN

NECESSARY EVENT RESOURCES

Estimated
Resource Role Work Hours
Event Manger Blog Industry trends 6 hours
Cvent To enhance group business sales 4 hours
Endless Entertainment interviews 2 hours

BUDGET

Cosmetic Start up Costs:

-Product Development $5,000
-Business Expense $2,000
-Marketing &Sales $500
Cosmetic Product Development Costs $5,000
Product Manufacturing $1,000
Labelling $100
Product Testing:
-Microbial testing, stability testing, safety testing $350
Business Insurance $200
Property insurance $400
Liability Insurance $100

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Other Insurance considerations $250

Marketing & Sales Costs $500
$15,400

METRICS AND EXPECTATIONS

MOST POPULAR SHOPPING DESTINATIONS FOR BUYING COSMETICS IN THE PHILIPPINES

APPROVAL

Title Name Date 1 Date 2

CEO Angeline M. Ramirez 11/29/21 12/12/21
Campaign Manager Diana Hutton 11/29/21 12/12/21
Product Manager Dominique Finley 11/29/21 12/12/21
Project Manager Don Cabiles 11/29/21 12/12/21
Title 5 Name Date 1 Date 2
Title 5 Name Date 1 Date 2

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CAMPAIGN SIGN-OFF
The undersigned accept this Marketing Campaign as described herein.

Signature/Date Signature/Date

Signature: Signature:

Print first and last name: Print first and last name:

Addison Berkeley Ashley Zanom

Title: Employee Date: 12/12/21 Title: Employee Date: 12/12/21

Signature: Signature:

Print first and last name: Print first and last name:

Ellison Sanchez Michael Tubiera

Title: Employee Date: 12/12/21 Title: Employee Date: 12/12/21

Signature: Signature:

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Print first and last name: Print first and last name:

Melchi Sequina Milanie Tabalwan

Title: Employee Date: 12/12/21 Title: Employee Date: 12/12/21

Note: Additional signatures might be required if the document changes significantly per the client’s
request.

Date Tactical Marketing Plan 6