Public Relations and Ad Campaign for Cover Girl Cosmetics - Business Plan Example

Comprehensive Public Relations and Advertising Campaign for Cover Girl Cosmetics Introduction Cover Girl is a cosmetic manufactured an American based company called Noxell. The company has employed various advertising strategies to improve the sale of this cosmetic. For example fashion Cover Girl models who appear in women magazine are shown wearing the products. SITUATION ANALYSIS There is a wide variety of cover girl brands which are sold at fair prices to compensate lack of direct contact with the customers .Cover Girl cosmetics are classified into the following categories: facial makeup’s which include bronzer, concealer, foundation, powder ,blush and face tools. Secondly we have the eye cosmetic which include mascara, eyeliner, eye tools and eye shadows. Thirdly we have the lip perfection cosmetics which include lip gloss, lip liner and lip colors. Formulas and Clean Makeups which gives the skin a fresh breath with ingredients those are important for normal Skin, sensitive Skin and oily Skin. Ageless Foundation to improve the skin of the old population because of Olay component that is reenergized with serum, trublend Products for natural superior coverage(minerals bronzer for skin luminosity, micro mineral foundation for natural coverage, micro mineral bronzer, liquid make ups to match the skin tone but and good coverage and whipped foundation for silky and smooth coverage ) The Cover Girl cosmetics have product lines that cover all the beauty needs of customer and include; Offers powders and liquid foundations designed that meets the demand of various skin type. Provide almost a complete coverage with inclusion of mineral-enriched makeup’s to provide of lighter skin. Loose and pressed powders provide complete skin tone with flawless skin look. Foundations, blushers and bronzes provide complexion healthy glow. Mascaras in the line lengthen and thicken lashes without the worry of clumps or flaking. Shadows match to harmonize skin tone Lip pencils to soften the lips and eye definition Lip colors provide breeze application. Lip gloss provides shimmering effect. Special features of our products Products bear a standardized mark of quality. The products are made into various sizes to meet the tastes and preferences of the consumer. Affordable prices of the products as a way of attracting customers. Nutrient enriched with vitamin A and E MARKET ANALYSIS The business will attract customers by using the low pricing policy , product promotion, offering after-sales services, offering products of high quality and ensuring proper packaging of the products and adequate advertising. The business is going to utilize the weakness of the competitors to ensure that it dominates the market. SWOT analysis of the competitors Competitor Strength Weaknesses Opportunities Threats 1. American Yvette Company Has a high return on investment Has a good reputation in the market Has poor motivation of the employees Poor quality products offered to the customers High prices of the products sold to the customers. Large customer base due to inadequate supply of these products Partnership with other agencies which increases its capital base. Inadequate compliance to the government requirements. Stiff competition. Poor supply of products that do not meet the market demand. Generous credit policies which has created much customer defaulters. 2. Maybelline Cosmetics Extensive research on product improvement Central location within the center of the town. Massive marketing strategies Lack of financial capabilities Poor reputation on services offered Poor quality of products sold to customers Poor relations to customers The ability to get major contracts promotes its growth Other competitors vulnerabilities Information and research on new products Internal conflicts because of disagreements in business Poor financial control. Poor employee remunerations and motivation. The Cover Girl has to capitalize weaknesses to gain and maintain a large market share compared to the competitors, through such means as: Lower pricing policy Employee motivation through proper remuneration and attractive allowances. Improvement of the quality of the products offered to the market. Increase in the units of outputs to meet customer needs. To improve product packaging and promotion services. Cash discounts and after-sales services will be offered to customers with good track record. Opportunities available for growth The large number of customers in the area is another important factor for the growth and expansion of the business. The labor available from cosmeticians from College who are equipped with the necessary knowledge and skills to increased production. The use of proper and modern technology will also propel the business to greater heights. The business also aims at bringing in new ideas by encouraging research and innovation by the employees to improve customer service and also the quality of products produced. It also aims at diversifying the variety of the products that are sold to the market. Since all these businesses entered the market at different times with different goals and motivation, it’s obvious that they will have different growth rates hence diverse strength and weaknesses. The price and quality of products also differ widely. The location of our competitors has an effect to the success of Cover Girl cosmetics as it; i. Affects our ability to know the technology used competitors in their production. ii. Ability to monitor the quality of goods produced. iii. We are able to keep an eye on their pricing, sales, and promotion and distribution strategies. Our competitive advantage above our competitors is that: i. We will charge affordable prices for our products ii. Our promotion and advertising methods will be superior. Our competitors use electronic while we will use both electronic and print media. We shall also conduct door-to-door advertising. iii. The products will be of high nutritional quality compared to those of our competitors. iv. We have a rich distribution network which enhance delivery v. We will employ modern technology in our production since we shall be the latest firm to enter the industry. Competitors’ Strengths and Weaknesses Business Strengths Weaknesses Cover Girl cosmetics High quality products (fortified) New in the market Good customer service Good promoting/ advertising methods Experienced personnel Lower prices American Yvette Company Good packaging of products Higher prices Good reputation Old technology Low quality products Poor advertising methods Maybelline Cosmetics Central location in town Higher prices Poor customer relation Poor advertising methods Consumer Analysis Customers benefit both functional and psychological affects how consumers buy and use. cosmetics. Money, physical, duration, or time measures are associated with functional benefit. For examples for cheap cosmetics, benefit is in terms of money spend. Cosmetics that save consumer time in how they are used have time benefit. Psychological benefit has to do with pleasant feeling which includes self esteem, pleasant view and power feelings of the customer. For example, the subjective choices determine which product is attractive. This influences the type of cosmetic used by the customers and the general competitive position of the concerned clients. Demographic feature of the customer base do affect the type of cosmetic used. Young people use mainly perfumed cosmetics as they are associated with beauty and handsomeness. They also use a great number of body and expressive facial cosmetics. In contrast, the older people use mainly unperformed cosmetics with comparably low usage of facial cosmetics. This also the concerned clients in terms of completion if the rival competitors produce consumer’s targeted cosmetics. CAMPAIGN STRATEGY Campaign Objectives Cover girl cosmetics aims at making 20% profit within the first three month of the campaign of which 10% shall be ploughed back to promote the growth and expansion of the business. To improve the units of output in 6 months of the campaign and ensure that the all the units are sold within the stipulated period. The business also expects to increase the market share by advertising and offering appropriate after-sales services enough to attract the customers. The business also aims at penetrating the new markets and gaining access through taking control of a larger market share. The business aims to find a long-term solution to the frequent shortages in the dairy Target Audience The campaign target both young and old people. It will specifically target young people in particular the ladies as they are the main consumers of a variety of cosmetics. Young people always want to appear beautiful and handsome and therefore there is a tendency to use a variety of cosmetics to achieve this. Cosmetics used by young people include formulas and Clean makeup’s which gives the skin a fresh breath with ingredients that are important for normal Skin, sensitive Skin and oily Skin, trublend Products for natural superior coverage (minerals bronzer for skin luminosity, micro mineral foundation for natural coverage, micro mineral bronzer, liquid make ups to match the skin tone but and good coverage and whipped foundation for silky and smooth coverage. The campaign will to a smaller extent target the old people although their use of cosmetics is minimal. The campaign promotes use of Ageless Foundation by old people to improve their skin of because of Olay component that is reenergized with serum. Promotional mix The media of choice will mainly be electronic. This is because, being on urban town, majority of the population own at least a radio or a television set. The media will be used to portray our Cover Girl product as being of higher quality because advanced technology will be used in their manufacture. The cosmetics will be portrayed as being superior in terms of quality, availability and pricing. Other promotional strategies will include preparing brochures, printing calendars containing business information and taking part in trade fairs. Pricing Strategy Cover Girl cosmetics will estimate the cost of production of each of the various brands, and then it will be able to set the prices for the products. The prices of cosmetics will have to be comparably lower than that of our two competitors. Factors that have to be consider when setting up prices will include: i. Promotion methods ii. Demand iii. Target share of the market iv. Government policies Sales Tactics We will use direct selling method. Where our customers will be allowed to express their views and what they need. The sales services will be conducted by sales man who has the relevant qualifications. Meanwhile the manager will be doing all the quotations for any proposed services. He will be meeting clients directly and at the same time he will be looking for tenders arising. Distribution Strategy The business intends to sell its products on wholesale. This means that the wholesalers and retailers within the town will buy the products in dozens. As a result, the final consumers who will mostly require the products in single units will have access to them. Our means of transport will be Lorries which will transport to the wholesalers and motorcycles to transport to the retailers. Cover Girl cosmetics will employ three channels in distributing the dairy products: Producer Consumer Producer Retailer Consumer Producer Wholesaler Retailer Consumer Scheduling These advertisements will be carried out three times a day coinciding with the prime hours i.e. 9 am, 7 pm and 9 pm. These advertisements will be carried out in between important programmes such as news. This is because at this time most people are keen and attentive and this will help us capture their attention. MEDIA STRATEGY & TACTICS Cover Girl cosmetics have to use a range of media channels to publicize Cover Girl cosmetics to all potential customers. The internet has to be used to advertise to both local and international buyers about cover girl cosmetics, their size, components, benefit to users and their price. This will increase the sales of Cover Girl cosmetics because many customers will be able to receive information regarding Cover Girl cosmetics online. Radio and television programs have also to be used so as to reach the local and regional customer who understands the language that is used by local channels and radio programs. Media goals To reach has many potential customer faster To improve the reputation of the Cover Girl cosmetics Increase sales and also improving the competitive advantage of our cosmetics as compared with two of our main competitor. Work Cited. Jones et al. Wireless Marketing: The Linking Value of Text Messaging. International Journal of Advertising & Marketing to Children, 3 (2), 2002: 39-44. Read More