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ASSIGNMENT

:
Category of FMCGs
PRESENTED TO:
Dr.Arif Ijaz
GROUP MEMBERS:
Saira Ayub
Nazish Afzal
Nida Ghias
Shoaib Manzoor
Fiaz Mehmood

PRODUCT:
LIP GLOSS

SLOGAN
SNF
SHINE NEVER FADES
AND DREAMS COME TRUE

•To

be an unmatched Cosmetics company.
•Our hopes are high but definitely its worth the
hard work to make a difference.
•Why would anyone buy their lip gloss anywhere
else?

MISSION
•High

quality yet affordable price.
•Most admired company.
•Best place to work.
•These qualities will make us to sell,sell and sell.

STRAWBERRY RED

DREAMER BEAUTY

BRONZE BUTTERY STYLE

PEACH TOUCH

PURPLE SOFT

DOLLY GIRL

MINT FRESH

LILY TOUCH

SOFT TOUCH

PINK LADY

CANDY LAND

SENSATIONAL BEAUTY


Intensely nourishing non toxic and safe.
Bee wax glides across your lips creating a
physical barrier of protection while cocoa
butter and Shea butter melt upon application
quenching with vitamin E to help restore and
protect

Certified organic coconut, rosehip and Acai
Oils fill lips with the moisture and nutrition.
They need to be their natural fullest while
delivering a non sticky, stay-put layer of sheer
glossy color

Glossy
SHINE with
aroma

High quality
with low
price

Lustrous
Beauty

WATER
PROOF

Soothes
irritation and
lip damage

TARGET MARKET:
13 to 50 years old
Middle-middle to middle upper class
Quality and price conscious
UNIQUE SELLING PROPOSITION:
Soft look
Elegance
Innocence
COMPETITORS:
Rivaj,Pasha ,Revlon and other local brands.

Digital Marketing
Social Media
Web Buzz
Physical Marketing

Social Media
Facebook
Youtube
Twitter

Email Blasts

Advertising

Word-of-mouth: in the beginning

Public Relations

send out newly launched
products to beauty websites and
beauty blog owners to be
reviewed

Sales Representatives
Events
Store Location/Shelf Space

Department Stores

Superstores

Beauty saloons

Online Retailers

Our website and department store
websites.

Lip Balm for Men
Increased number of shades





Increased number of shades
Darker shades
Increased product line
Eye shadow
Lip balm

Year 1

Year 2

Year 3

Social Media

Y1 Continued

Y1/Y2 Cont.

Press Kit

Paid Ads

Sales Reps

Online

Events

Retail

Giveaways

Linking

Email blasts
Ad Swaps
Personal Selling
Referral Rewards
Investors

January:

Trade Show

Begin advertisement

Online presence –
website, twitter,
facebook

Contests at social
media

May:

radio & social
media

March:

Establish 5 major
retailers

February:

April:

Advertise in colleges
and universities

June:

Invest in advertising
campaign





Soothes irritation and Skin Damage
Conditioners and moisturizes
Low price
Intriguing shine
Freshness due to mint & sensual volume
Best color payoff (gloss contains ultra reflective color
prisms to provide intense color application and glossy
shine)
Long-lasting color with light diffusion, flawless finish
Water Proof

Emphasize true Beauty
and Individuality
Accentuate
Beauty

Effortless Blendibility

Intense Color Application
and Glossy Shine
Intriguing
Shine

Flawless
Finish

Ingredients like essential
oils,Vitamin E, Mint

Soothes irritation and Lip
Damage
Friendly
Formula

Protect Lips

Lustrous
Beauty

Loving Relationship with
your lips
Freshness
( Mint)

Loving
Relationship

For You

True to you and True to
your Ideal

Luxury
Fashion
Style

freshness due to mint

Individually Beautiful , Classy,
Stylish and Uniquely you

Social Media:
Facebook Page
Referrals System(Referred 100 girls coupon of
5% discount)
Best Look Competition(Brand Personality)
School and Colleges Programs:
Beauty tips from beauty experts
Free sampling
Brusher distribution
Application
Take your own pic and check different colors
Free Home Delivery

Natural look,
sync with lip
gloss

Resonance
Quality
Credibility
Consideration
Superiority

Protection from
dust.
Healthy Lips.

Judgment Feelings

Performance

Salience

Beauty Need
Best Product

Imagery

Looking pretty.
Innocence
elegance

fairy, shining
personality

Quality product Competitive Price
CSR
Protect Environment
Recycling Gather 12 packs and get 1free
All previous efforts to make an image of Brand

Positive Image of brand and resonance created
Loyalty established

B
A
E

B
E

C





Threat of new entrants
Threat of substitutes
Power of suppliers
Power of buyers
Industry status

PARTICULERS
% of Sales
Gross Sales
Discount &scheme

Jan-14
4%
4,375,000

Feb-14
5%
5,250,000

Mar-14
7%
7,000,000

Apr-14
4%
4,200,000

May-14
8%
8,400,000

Jun-14
13%
13,650,000

Jul-14
15%
15,750,000

Aug-14
12%
12,250,000

Sep-14
8%
8,750,000

Oct-14
10%
10,500,000

Nov-14
8%
8,750,000

Dec-14
Total
7%
100%
7,000,000 105,875,000 100%

350,000
4,025,000
3,175,000
850,000
825,000
25,000
352,000

420,000
4,830,000
3,810,000
1,020,000
170,000
668,000
352,000

560,000
6,440,000
5,080,000
1,360,000
170,000
808,000
552,000

336,000
3,864,000
3,048,000
816,000
50,000
464,000
352,000

672,000
7,728,000
6,096,000
1,632,000
500,000
1,280,000
352,000

1,092,000
1,260,000
12,558,000 14,490,000
9,906,000 11,430,000
2,652,000
3,060,000
210,000
20,000
2,100,000
2,708,000
552,000
352,000

980,000
11,270,000
8,890,000
2,380,000
450,000
2,028,000
352,000

700,000
8,050,000
6,350,000
1,700,000
50,000
1,148,000
552,000

840,000
9,660,000
7,620,000
2,040,000
440,000
1,688,000
352,000

700,000
8,050,000
6,350,000
1,700,000
100,000
1,348,000
352,000

560,000
6,440,000
5,080,000
1,360,000
100,000
808,000
552,000

8,470,000
97,405,000
76,835,000
20,570,000
3,085,000
15,073,000
5,024,000

8%
92%
73%
19%
3%
14%

Profit Before Taxation

(529,000)

316,000

256,000

112,000

928,000

1,548,000

2,356,000

1,676,000

596,000

1,336,000

996,000

256,000

9,847,000

9%

Taxation

(179,860)

107,440

87,040

38,080

315,520

526,320

801,040

569,840

202,640

454,240

338,640

87,040

3,347,980

3%

Profit After Taxation

(349,140)

208,560

168,960

73,920

612,480

1,021,680

1,554,960

1,106,160

393,360

881,760

657,360

168,960

6,499,020

6%

Net Sales after Incentive
Cost of Sales
Gross Profit
Selling Expenses
Operating Profit
Head Office Expenses Share

-5%

3%

3%

1%

9%

16%

24%

17%

6%

14%

10%

3%

100%

Sales Qty

Jan-14

Feb-14

Mar-14

Apr-14

May-14

Jun-14

Jul-14

Aug-14

Sep-14

Oct-14

Nov-14

Dec-14

Total

25,000

30,000

40,000

24,000

48,000

78,000

90,000

70,000

50,000

60,000

50,000

40,000

25,000

30,000

40,000

24,000

48,000

78,000

90,000

70,000

50,000

60,000

50,000

40,000

4,375,000

5,250,000

7,000,000

4,200,000

8,400,000

13,650,000

15,750,000

12,250,000

8,750,000 10,500,000

8,750,000

7,000,000 105,875,0
00

4,375,000

5,250,000

7,000,000

4,200,000

8,400,000

13,650,000

15,750,000

12,250,000

8,750,000 10,500,000

8,750,000

7,000,000 105,875,0
00

3,175,000

3,810,000

5,080,000

3,048,000

6,096,000

9,906,000

11,430,000

8,890,000

6,350,000

7,620,000

6,350,000

5,080,000 76,835,00
0

3,175,000

3,810,000

5,080,000

3,048,000

6,096,000

9,906,000

11,430,000

8,890,000

6,350,000

7,620,000

6,350,000

5,080,000 76,835,00
0

1,200,000

1,440,000

1,920,000

1,152,000

2,304,000

3,744,000

4,320,000

3,360,000

2,400,000

2,880,000

2,400,000

1,920,000 29,040,00
0

Brand Piece
Total Sales Quantity

605,000
605,000

Value

Brand

Total Sales Value
Cost of sales

Lip gloss sale

Total Cost of Sales
Gross Margin

Total Gross Margin

January

February

March

April

May

June

July

August

September October

November

Decemeber

Year
2014

2014

2014

2014

2014

2014

2014

2014

2014

2014

2014

2014

2014

Lahore

10,000

12,000

13,000

9,000

18,000

30,000

36,000

30,000

20,000

24,000

20,000

13,000

235,000

Karachi

5,000

6,000

10,000

5,000

10,000

18,000

18,000

12,000

10,000

12,000

10,000

10,000

126,000

Islamabad

4,000

5,000

8,000

4,000

8,000

12,000

15,000

10,000

8,000

10,000

8,000

8,000

100,000

Faisalabad

3,500

4,000

5,000

3,500

7,000

10,000

12,000

10,000

7,000

8,000

7,000

5,000

82,000

Gujrawala

2,500

3,000

4,000

2,500

5,000

8,000

9,000

8,000

5,000

6,000

5,000

4,000

62,000

Grand Total

25,000

30,000

40,000

24,000

48,000

78,000

90,000

70,000

50,000

60,000

50,000

40,000

605,000

7%

4%

8%

13%

8%

10%

8%

4%

5%

15%

12%

7%

100%

Series 1
250,000
200,000
150,000
Series 1

100,000
50,000
Lahore

Karachi

Islamabad Faisalabad Gujrawala

Administrative Expenses

Jan-14

Feb-14

Mar-14

Apr-14

May-14

Jun-14

Jul-14

Aug-14

Sep-14

Oct-14

Nov-14

Dec-14

Total

Salary

250,000

250,000

250,000

250,000

250,000

250,000

250,000

250,000

250,000

250,000

250,000

250,000

3,000,000

Petrol

40,000

40,000

40,000

40,000

40,000

40,000

40,000

40,000

40,000

40,000

40,000

40,000

480,000

200,000

800,000

Travelling-Foreign

-

-

200,000

-

-

200,000

-

-

200,000

-

-

Travelling-Local

20,000

20,000

20,000

20,000

20,000

20,000

20,000

20,000

20,000

20,000

20,000

20,000

240,000

Rent

25,000

25,000

25,000

25,000

25,000

25,000

25,000

25,000

25,000

25,000

25,000

25,000

300,000

7,000

7,000

7,000

7,000

7,000

7,000

7,000

7,000

7,000

7,000

7,000

7,000

84,000

10,000

10,000

10,000

10,000

10,000

10,000

10,000

10,000

10,000

10,000

10,000

10,000

120,000

Telephone

Others

Total

352,000

352,000

552,000

352,000

352,000

552,000

352,000

352,000

552,000

352,000

352,000

552,000

5,024,000

Selling Expense

Jan-14

Feb-14

Mar-14

Apr-14

May-14

Jun-14

Jul-14

Aug-14

Sep-14

Oct-14

Nov-14

Dec-14

Total

Salary 5 person in a city

150,000

150,000

150,000

150,000

150,000

150,000

150,000

150,000

150,000

150,000

150,000

150,000

1,800,000

Marketing

835,000

Travelling

30,000

30,000

30,000

30,000

30,000

30,000

30,000

30,000

30,000

30,000

30,000

30,000

360,000

Telephone

7,000

7,000

7,000

7,000

7,000

7,000

7,000

7,000

7,000

7,000

7,000

7,000

84,000

Others

5,000

5,000

5,000

5,000

5,000

5,000

5,000

5,000

5,000

5,000

5,000

5,000

60,000

1,027,000

192,000

192,000

192,000

192,000

752,000

192,000

892,000

192,000

1,182,000

192,000

192,000

5,389,000

Total

-

-

-

-

560,000

-

700,000

-

990,000

-

-

3,085,000

Q1
Marketing Medium

Jan-14

Feb-14

Q2
Mar-14

Apr-14

Summer Launch Campaign
Photo Shoot
Catalog
Mobile Application
Dealers Meeting
Social Media (Facebook / Twitter /
Pintrest / Google+)
Radio

May-14

Q3
Jun-14

Jul-14

EID Lauch

120,000

Aug-14

Sep-14

50,000

50,000

50,000

50,000
100,000
50,000

50,000

50,000

120,000
20,000

20,000

Nov-14

Dec-14

50,000

-

100,000

Oct-14

Total

Winter collection

75,000

70,000

Q4

270,000

-

75,000
100,000

50,000

50,000

50,000

50,000

50,000

60,000

60,000

100,000

100,000

440,000

50,000

50,000

570,000

20,000

30,000

20,000

150,000

Vinyl Pastings/In Store Branding

50,000

50,000

50,000

50,000

200,000

Misc

20,000

20,000

20,000

20,000

80,000

100,000

100,000

50,000

50,000

900,000

440,000

50,000

50,000

3,085,000

200,000

100,000

100,000

Total

825,000

70,000

70,000

50,000

20,000

50,000

SMS Campaign

out door event

20,000

50,000

300,000

100,000

100,000

500,000

210,000

20,000

450,000

50,000

MARKETING BUDGET 2014
Marketing Plan
Photo Shoot
Catalog

270,000
75,000

Mobile Application

100,000

Dealers Meeting

300,000

Social Media (Facebook / Twitter / Pintrest / Google+)

570,000

Radio

440,000

SMS Campaign

150,000

Vinyl Pastings/In Store Branding

200,000

Misc
out door event
Total

80,000
900,000
3,085,000