MARKETING ESSENTIALS

PROF - DALTON
GROUP MEMBER ANISH DODHIA ARVIND SINGH BHAVIN GALA DIMPLE SHAH IMRAN KHAN MAHESH BHANUSHALI PROJECT ON LAUNCH OF LIPSTICK BRAND

PRODUCT RANGE IN U.S.A.

LAUNCH OF NYX PRIMIUM LIPSTICK IN INDIA

MARKET SHARE AND SIZE

INDIAN MARKET FOR LIPSTICK IS AROUND 200 CRORES
5%

lakme Maybelline 21%

LAKME 3 5%
L

revlon maybelline Loreal other

Revlon 29%

GROWTH IN MARKET
HUGE GROWTH IN INDIAN URBAN AND METRO CITIES 30% GROWTH IN INDIA OUT OF WHICH 15% IS IN METRO CITIES

MARKETING PLAN

COMPETITORS
REVLON MAYBELLINE

LAKME

LOREAL

Revlon Color Stay Overtime Sheer Lip Color

Hours it stayed on after application: 5-6 hrs. Usage: fine and smooth Tester Comments: This gloss lipstick is meant to last eight hours but it starts fading after about 4 hours. Its quantity was also little so that it did not last long.

Price: 625 Rs.

RATING: VERY GOOD

Maybelline Superstay Gloss

Brand Colour: 24weal Price: 380 Rs. Description & Type of Lipstick: Gloss Rating: Good

Hours it stayed on after application: 7-8 hrs. Usage: good, fragrance gives a good feeling. Tester Comments: contains moisture so feels good after application. Fragrance gives a good feeling.

Lakme 9 To 5
Brand Colour:Cocoo Creme

Hours it stayed on after application: 4-5 hrs. Usage: contains moisture so feels good after applying, fragrance gives a good feeling. Tester Comments: Gives a good feeling, but not long-lasting, gradually fades after 4-5 hrs. And sticks to glass or spoons surface.

Price: 350 Rs. Description & Type of Lipstick: Gloss Rating: Average

Brand Colour: Addictive Plum Price: 800 Rs.

LOreal Infallible
Hours it stayed on after application: 8-9 hrs. Usage: fine, smooth Tester Comments: Difficult to use and time consuming because of two containers for a working woman. Leaves no stain and does not smudge.

Description & Type of Lipstick: Semi-Matt Rating: Excellent

NYX PRIMIUM LIPSTICK

Features: UV PROTECTION MOISTURISING NATURAL LONG LASTING SHINY WATER PROOF 8 COLOURS

DIFFERENCIATION
CONTAIN

ALOVERE AND BUTTER MOISTURES

OBJECTIVE
TO GAIN 10% OF MARKET SHARE TO REACH 25% SALES IN 12 MONTH TO CREATE BRAND IMAGE TO GAIN CUSTOMER SATISFACTION

PRODUCER

RETAILER

CONSUMER

SEGMENTATION

SEGMENTATION
AGE GROUP OF 20 TO 30 UPPER MIDDLE CLASS AND HIGH CLASS ALL SEASON CAREER WOMEN EDUCATED WOMEN

4 Ps
I. PRODUCT: 10GMS, 15GMS AND 25GMS II.PRICE: 295, 449, 695 III.PLACE: Mumbai and Suburban's IV.PROMOTION: Road shows outside good colleges and malls, stalls at retailers, super markets, lifestyle exhibitions and malls

PRODUCT

10 gms Rs 295 15 gms Rs 449 25+5 gms Rs 695

Promotion
60% we will spend on ATL And 40% will spend on BTL

ATL
Television advertisement with brand ambassador Printed banners in retails mall like lifestyle, central, shopper stop, lifestyle malls etc Sponsoring for beauty saloons Offer Pamphlet distribution in Hi Tech Gyms like Talwarkars, Golds Gym, Leena Mogres etc.

BTL

Ultra Low Price Packs Buy 25gms pack and get 5 gms free

SWOT ANALYSIS