The Glow girl’s cosmetic company Business plan
Contents:
Executive summary
Company profile
Market segmentation and Targeting
Situation and Company analysis
Ethics and Social responsibilities
Customers decision making profile
Positioning and differentiation
Marketing mix (4ps)
Executive Summary:
The glow girls cosmetic company is specialized in creating organic skin care cosmetic products.
The company initially started with developing products like face wash, toner face moisturizer,
facial pack and body oil. Company manufactures cosmetic products which keep skin healthy all
the ingredients used to make the products are organic
Company Description:
The glow girl’s cosmetic company provides natural and organic skin care products to their
customers. The glow girls company will be positioned as an organic beauty product indicating
that brand offers enriching beauty products at a competitive price.
Target Segment
The company targets teen girls and women who are conscious about their skin health and
believing in looking good naturally.
Competitive Advantage:
Natural and organic cosmetic products
No use of chemicals and artificial fragrances
Products are at affordable prices
Can be used daily without harming skin
Positioning Statement:
The glow girl’s cosmetic company position itself as organic beauty product value proposition.
This will allow for differentiating the brand based on product feature with no artificial color or
fragrance, desirable benefits and values.
Marketing Plan Objectives:
To achieve our desired goals the controlled objectives will be kept in mind for implantation. The
following objectives will be monitored very closely by the glow girl’s cosmetic company
1. Improvement in products
2. Client feedback and customer care
3. Revenue monthly and annual
Market Segmentation & Targeting
Presently, manufacturers are focusing on developing new products and innovating on the use of
different ingredients in cosmetic products. In order to sustain and maintain their market position,
manufacturers are adopting various strategies. Different strategies adopted by leading companies
operating in the cosmetics industry are tracked from recent developments of the past two-three
years. Product launch, acquisition, expansion and agreement are the prominent strategies adopted
by the market players. Rising trend of the use of natural ingredients in cosmetic products is
observed among various manufacturers. This trend caters to the ever increasing demand for
natural or organic cosmetic products among customers. Use of herbal cosmetic products
minimizes the chances of any possible side effects of the product. This ultimately increases the
usage of cosmetics among individuals.
The beauty product consumer audience can be segmented in terms of
consumer typologies. Four macro-categories can be identified:
Traditional consumer
New entrant.
Beauty addicted
Beauty expert
Situation and Company Analysis
Economic Environment:
1. Buying power of consumers
2. Local economic environment within each market
Technical Environment:
1. Emergence of innovative technology
2. Biotechnological development
Industry Environment:
The market trends of the company are up to date as companies future plan it will promote hair
care products as well.
Competitive Environment:
All known cosmetic companies are competition with us. Other cosmetic companies would be more
experienced and would be more luxurious our company aims to sell organic and natural products to its
consumers.
Political Environment:
1. Industry has specific rules and regulations
2. The relationship between the countries from which raw material is sourced
SWOT Analysis
HELPFUL Ideas HARMFUL Concerns
Strengths Weaknesses
Natural and superior quality Limited budget
Industry experience Limited partnership
Internal
Expertise in alternative skincare
product marketing
Opportunities Threats
Growing market Strong competitors
Increased awareness
Loyal customers
External
Mission, Objectives & Goals
The glow girl’s cosmetic company aims to offer natural organic products at a competitive price
to the meet the demand of the middle to high income customers.
Objectives:
1. To be a leading reputable cosmetic company
2. To provide good quality products
3. To be competitive on market
4. To generate revenue and income
Goals: Goals of the company involve areas such as profitability, growth and customer
service, to achieve our desired goals the controlled objectives will be kept in mind for
implantation.
Ethics and Social Responsibility:
Current status:
The company follows the strict rules around ethics and social responsibility. As every customer
will have the added benefit of helping skin cancer affected patients around the world. Although
of the products are in line with its competitors, low promotional costs allow for substantial
charitable donation of 50 RS per purchase of the product while maintaining profitability
Recommendations:
To create a more ethical, socially responsible and sustainable business the recommendation
which is within the cosmetic company, there are some products in which animals are harmed and
killed to extract some products from their body, the glow girls cosmetic should follow animal
protection policy and ban animal harm.
Customer Decision-Making Profile
The glow girl’s cosmetic company will serve all its customers lower middle and upper middle by
providing its products with affordable prices and rendering services that will put smile on the
faces of its customers. Company will make no description between its customers. Main focus
will be consumers in all over country who seek to be look good naturally.
Factors Influencing Customer Decisions
Geographic characteristics:
The glow girl’s cosmetic company will focus its products all over Pakistan
Personal and demographic characteristics:
The glow girl’s cosmetic company focuses on priorities of teen girls and adult women to have
naturally beautiful skin.
Social and Psychological characteristics:
Does not focus on only given class culture and groups the bakery does not discriminate its
customers.
Reaching the Customer:
1. Direct marketing
2. Placing product in retail stores
3. Available at beauty salons and spas
4. Available at pharmaceutical stores
Positioning and Differentiation:
The glow girl’s cosmetic company position itself as organic beauty product value proposition.
This will allow for differentiating the brand based on product feature with no artificial color or
fragrance, desirable benefits and values.
Competitive Advantages:
Natural and organic cosmetic products
No use of chemicals and artificial fragrances
Products are at affordable prices
Can be used daily without harming skin
Marketing Mix (4Ps)
Product Strategy:
The glow girl’s cosmetic products will be sold all features described in product analysis section.
As awareness takes hold and retail availability increase more product lines will be introduced
hair care products will be introduced in near future product line. All aspects of the marketing mix
will be consistent with the brand.
Pricing Strategy:
There is a lot of price variation between products offered by luxury brands and other brands the
glow girl’s cosmetic company will follow customers value based pricing strategy. Given that
product claims superior quality. The product price will be varied to the depending place. The
product may be sold discounted in the stores and while at beauty salon it will sell at higher costs.
Place: Distribution Strategy:
The glow girl’s cosmetic company will focus its products all over Pakistan
1. Direct marketing
2. Placing product in retail stores
3. Available at beauty salons and spas
4. Available at pharmaceutical stores
