Large Existing Consumer Groups - Research Paper Example

Table of Contents Table of Contents 2 Introduction 3 Situational Analysis 3 Marketing Mix 3 PRODUCT 3 PLACE 4 PROMOTION 5 PRICE 5 External Analysis 5 Customer Analysis 5 Competitor Analysis 6 Socio-cultural 10 Technological and Natural Environment 11 Economic 12 SWOT Analysis 13 Objectives 14 Marketing objectives 14 Sales objectives 14 Communicative objectives 14 Target Market & Audience 15 Positioning Statement 16 Appendix 17 Introduction Mr William has long been a well-established Australian-based multi-national corporation. It needs something new and fresh to regain people’s consciousness and attention to the label. In view of this, we are proud to introduce a newly founded sub-brand – TRAC Eye Shadow, to you all. The name ‘TRAC’ is derived from the word ‘track’. Literally, track means a constructed path or road, which people follow and walk through. ‘TRAC’ has the meaning of constructing your own unique style - using TRAC eye shadow to draw on your eyelids, to highlight individuals’ personal characteristics. Furthermore, a track is the way people have to follow and pass through to reach a certain destination. We expect that people will eventually consume TRAC eye shadow since this is what they ‘should’ follow and are supposed to do. In this promotional plan, we will first introduce our marketing mix (4Ps) strategy. It is followed by a set of situational analysis on customers, competitors, environmental factors and SWOT analysis. Marketing objectives and target market will be established afterwards. The plan ends with a fine positioning statement of TRAC eye shadow. Situational Analysis Marketing Mix PRODUCT Our product is TRAC Eye Shadow. Our brand is that of prestige: through a sense of importance and exclusivity we create a brand that is sought after by the higher end of the market and thus a higher price bracket is demanded. Our determinant attributes are the small details we strive for in order to stand out from not just our direct competition, but from the entirety of the makeup industry. Through our intensive customer service; before, during and after point of purchase, the consumer can link the TRAC brand to a feeling of complete reassurance in their purchase, with every part of the consumer decision-making process1. TRAC Eye Shadow is easily recognized by its unique cone-shaped packaging, ensuring it stands out from the rest of the market. TRAC’s brand qualities are: Exclusivity Prestige High-end only products Aimed at upper class PLACE As TRAC relies on a sense of prestige and ‘high-end’ in its brand, we distribute only through outlets that carry a similar feeling. Outlets such as MYER, David Jones as well as boutique make-up stores are sought after. Low-end distributors such as Priceline, Chemist Warehouse and supermarket chains are to be avoided. As the outlets listed are above are for the most part large department stores, it is important to employ concession retailers within these outlets. Concession retailers are smaller, brand specific sections within large department stores2. This ensures that our model of extensive customer service is carried out at the point-of-sale portion of the consumer decision-making process. PROMOTION As TRAC is a new product, there has been no promotional campaign at this point. PRICE Recommended retail price - $70 TRAC Eye Shadow is a premium product in price and quality. It is made from the best possible quality organic materials. Penetration is not a factor as TRAC holds its allure through its exclusivity – both in where it is available and its price point. A Similar price for the nearest competitors (MAC, DIOR), with the hope that brand loyalty to TRAC and Mr William is the defining factor. External Analysis Customer Analysis Women are certainly the most frequent users of every cosmetics product. As the products of TRAC are priced higher than the parity, women within 25 to 35-year-old would be the group of people who can likely afford paying the premium price. Within this age range, most of them are young professionals, or simply people who work in the society. They have stable amount of income that enables them to buy what they like. Besides, it is necessary for these women to put on makeup when they go to work. Putting on makeup is increasingly being regarded as a polite, respectful and appropriate behaviour in work. People at work are often more conscious on their appearance, as they want to look professional and confident. On top of this, middle-or upper-class women would also be our ideal customers. Apart from they can afford buying products of TRAC, most of them want to be superior over the lower-class people. They would prefer using something prestige rather than normal. They have the readiness to buy TRAC. What is more, some women aged within 25 to 35-year-old are looking for marriage. TRAC eye shadow enriches the features of their eyes to draw more attention from people around. TRAC produces and sells high quality products that are all organic. In addition, it sets up VIP membership that offers regular discounts to loyal customers. Therefore, people who are value-conscious and benefit sought are our ideal customers as well. Most of all people who use eye shadow, as they are potential to have high usage rate of the products of TRAC. Competitor Analysis Manufacturers Main products comments Ali Hamylton cosmetics Pty Ltd Colour cosmetics Limited make ups Aqicare Pty Ltd Hair care, skin care etc. for all people No specified category Australia Beauty Direct Pty Ltd Skin care and face Mainly skin care products Australia natural brands Pty Ltd Salon products, skin care and face Locally based Bodcare corporation Depilatory products, Hair care, skin care and face No specified product Biocare Holdings Hair care, skin care and face Local and has not specified on the products Body lotions $ Potions Pty Ltd Hair care and skin care Local and has specified on skin care only The above listed competitors are just but a few, however, it has been noted that among all these competitors none has specialized in the marketing strategy as adopted by Mr Williams Corporation. In most cases the competitors are just within the country and only a few who have taken the globalization approach. In any business, it is paramount to know the potential and available customer and the possible competitors in the market. The first step that Mr Williams Corporation should take into account is identifying any potential competitor who would be providing the products as TRAC eye shadow. After identifying the company, it is crucial to ascertain any advantage that the other product might be having over the TRAC eye shadow. The advantages may be in terms of quality, price, and distribution among other advantages. First, it is paramount to view the market   from the customer point of view and then arrange the possible competitors in order of the competiveness3. In this case study the existing brands involves M.A.C, Bobbi Brown etc. The corporation will ensure following factors; customer motivators, major components and finally the mobility of the industry. Competitor objectives determines what the competitor will do in case of competitive moves for instance, if a competitor has short term goals, he or she might be willing to spend huge capital for a competitive hit back. However, in such a case, the competitor will focus on products that can defend the company. On the other hand, a company that has long term goals might participate in destructive competition since its willing to dominate the market. The company will also ensure that it maintain high standards by ensuring the prices are put to be high hence most clients who believe cheap is expensive will prefer going for expensive goods and services. The company will also make sure that it is in line with the current fashion trends in town, as most individuals with high class standards prefer fashion. The company will ensure all the stated Determinants for instance, exclusive, fashionable are well addressed hence maintaining its clients. In relation to Promotion tactics, The Corporation will employ various ways of competing with other well established firms, this will include use of celebrities which are well known, by doing so most of the customer will get to know the products and eventually they will buy because the Corporation will have been endorsed by known celebrities who have a high ranking brands. The corporation will also be promoted and marketed via social media, by using this kind of promotion business will be accessible by majority of online or digital viewers. Currently majority of individuals are connected either face book or twitter and other social networking platforms hence the Corporation will get enough view via online platforms. The corporation will also make sure that the products are get advertisement in various ways, it may use mass media, through newspapers etc., and by doing so it will be known by a range of customers of different statuses. Hence, the competitors will have rough time in trying to reach the business’s standard. The company will also offer free samples to its consumers and by doing so the consumers will have great confident and have a proof to them self that the products are of good quality. Hence there will be more return customer as the will be have been satisfied with the service. Competitor assumptions are paramount in ensuring that one thrives in the market. The assumptions that a company makes are determined by their experiences and they may not accurate. Through the analysis, it is possible to know the weaknesses of a company and therefore the company will be able compete effectively with other related companies within the same field such us M.A.C eye shadow. Environmental Analysis Political Our product remains largely unaffected by political external influence. One contributing factor of this is that the cosmetics industry is not a government funded one. The largest political influence that TRAC would have to be aware of is any legislation regarding animal testing, animal rights and the use of animal bi-products. The Australian Government has had laws in place to prevent this since 1883. However, at the latest moment in time the Australian government has in place the Australian Code of Practice for the Care and Use of Animals for Scientific Purposes. 4 The Greens Party of Australia has most recently tried to move a bill through the senate in March 2014 to follow EU Ban on Animal Testing. Senator Rhiannon states that “The Greens’ bill would ensure that cosmetics imported into Australia haven’t been tested on animals, and also ending testing in Australia.” 5The Greens have been working on this bill with the animal welfare group Cruelty-Free-Australia. The group is a created merge of Humane Society International and Human Research Australia. Animal Australia Organization through its support behind the bill and states the legislation will provide “maximum sentence for ill-treatment of an animal from three to five years. Maximum fines will double to $100,000 for an individual and $500,000 for a company.” 6This move is a positive one as TRAC has already established that it would be all-organic and cruelty free in its production and testing process. Socio-cultural The cosmetics industry remains a very big part of the fashion industry and becomes intertwined with trends and seasons. As the fashion industry goes through different trends, so does the cosmetics industry. This is what makes cosmetics and in particular eye shadow current within a social context. As the different colours for the various seasons change, eye shadow colours can follow in suit. The culture of the target market have being fashion forward in their minds when making their purchasing decisions, this is something that TRAC would keep in mind when creating the colour scheme for the eye shadow. As the fashion industry relies on cosmetics to make the overall “look” complete, making it an integral part of remaining culturally relevant. This can be seen by the example of make-up plans in various fashion weeks, such as London fashion week. 7Fashion based institutes such as Fashion Institute of Technology in New York also offers Cosmetics Marketing & Management, as it wants to “provide relevant global perspectives through various field studies.” This is so that the cosmetics industry remains culturally relevant alongside the fashion industry, which is a large factor in the consumers’ minds when making their purchase. This fashion industry trend is an external factor, which has driven a demand from department stores. IBIS World [5] states, “A number of high-end or prestige industry products sold via department stores, developments in this downstream retail sector have a bearing upon the performance of the industry.” (pg. 5) Technological and Natural Environment The most relevant technological factors, which impact the cosmetics industry according to IBIS World, are “Production processes change due to environmentally conscious consumers.” (pg. 1) [5] Australia’s Cosmetic manufacturing sees the “raw materials [are] sourced from other chemical industry segments.” The $870.0 million revenue created in the cosmetics industry has seen a move towards the environmentally conscious, which helps satisfy the aware segment of the market with this concern. “There is a growing consumer trend favouring a more holistic approach to health and beauty. This trend is expected to continue in 2013-14 as health consciousness levels continue to rise to the benefit of industry players operating within niche market and product segments.” (pg. 5) 8 This external factor would help us as TRAC is an all organically based company with our eye shadow being all organic, creating “Green Cosmetics.” In regards to retailing IBIS World 9 says “industry growing demands for environmentally ethical products, the industry is expected to grow at a modest pace over the next 5 years. Technological advances will remain a key driving force, as will the willingness of Australian consumers to buy an increasing range of complex formulated products and green products, which are expected to become more mainstream” (pg. 4) This statement would imply that the all organic direction, and technological advances it suggests, that TRAC is taking will taking is one that will be beneficial from a retailing perspective. Economic Within the cosmetics industry that TRAC operates there are a number of economic and market issues being driven by societal changes and saturation of the market? The IBIS Industry Report for 2014 states “new cosmetics have been launched within all price points in recent years, reflecting constant product innovations”10. This in turn means that the market is constantly evolving and full of the newest, most ‘advanced’ products. In turn this means that our marketing strategy for TRAC will require attention towards promoting the idea that not only is TRAC exclusive but also has a ‘new’ aspect to it. Cosmetics that are convenient and ‘on-the-go’ have also been on a huge upsurge in the last 5 years, now accounting for 18% of industry revenue in 2013-1411. Another economic issue can be during times of an economic downturn, most consumers will drop loyalty to higher end brands for lower cost replacements12. As mentioned above, one of TRAC’s highlights is the targeting consumer group. Different from other common brands, TRAC is designed for the upper class women, who are becoming the most powerful consumers in the present market. This group has clear consumption goals and conceives strong purchase power; hence, TRAC will stand out from diverse cosmetics brands immediately. Secondly, more and more consumers are demanding for environmental-friendly and healthy products now. And TRAC is always stressing this point with its organic material and technology, which makes it meet consumers’ demand. Thirdly, TRAC has the unique cone-shaped packaging design, while other brands still stick to those box packaging. Fourthly, Mr William, the multi-national corporation, already has a large existing consumer base; therefore, TRAC can save efforts to attract new consumers. Lastly, TRAC insists intensive consumer service, and will provide the best service through the whole process, from the promotion part to the after-sale service.  SWOT Analysis Strengths High-end consumer group Environmentally-friendly quality Exquisite packaging design Large existing consumer groups Intensive consumer service Weaknesses Newly-launched brand Competitive market Dependence on retailers Opportunities Emerging markets Growing online business Increasing organic cosmetics demand Weaknesses Changing fashion trends Global economic situation Marketing strategy failure Objectives Marketing objectives To achieve a 5% share of the premium makeup (eye shadow) market by August 2015. Sales objectives To obtain sales of 50 packs of TRAC eye shadow a month from January 2015 to June 2015 and then 90 packs of TRAC eye shadow a month from July 2015 to December 2015. Communicative objectives To raise awareness of the TRAC in 90% of the 25 to 35-year-old female makeup users by 31 May 2015 Especially the working class as well as the college and university students To build understanding amongst 70% of the working class and college level females (25 to 35-year-old) makeup users audience that TRAC uses high quality organic ingredients in production by 31 July 2015 To create interest in TRAC eye shadow amongst 70% of the working class and college level females (25 to 35-year-old) makeup users audience by 31 August 2015 To encourage 40% of the working class and college level females (25 to 35-year-old) makeup users audience to visit a TRAC retailer store by 30 October 2015 To build likeability of TRAC eye shadow amongst 40% of the working class and college level females (25 to 35-year-old) makeup users audience by emphasising its “prestige and exclusive image” by 30 October 2015 Target Market & Audience TRAC eye shadow can be marketed to different people and this makes the target market broad. However the main target group for this product is the working class, college and university females aged 25 to 35 years old both in the country and abroad. In terms of marketability, it is possible to reach all people using the following market segmentations. According to geographical segmentation, it will be possible to reach people of all languages taking into account that Mr Williams is a multinational company. The international languages will be applicable in advertisement. The international approaches will custom the advert according to local affiliation. Demographic segmentation will help in reaching people of all religions and ethnicity while behavioural segmentation helps in reaching people who have different attitudes. Finally, psychological segmentation helps in reaching people of all lifestyles13. Therefore, through the approach, the target market and audience will be broad hence increasing the probability of expanding the market share. Target audience will be defined by market. Where there is a possibility of market, the audience is adopted as per the locality. TRAC eye shadow is a classic product for classic and honourable people. It is the best prestigious product that guarantees beauty and fashion in the entire world Positioning Statement Our target customers are those consumers who base purchasing decisions upon the prestige of the product. Women who are working or are in the colleges and universities between the ages of 25-50 are our primary demographic. TRAC is a sub-brand of Mr William, which brings with it a pre-built image of quality and class, and the consumer will understand the positive image they are putting across to those around them when using our product. This product is different from others in that it is made up of organic ingredients which are healthy to the users’ skin. It is also produced in various colours so as to suit any complexion of the consumers. TRAC eye shadow has also been manufactured in a way that it can last for a long period after its application. Furthermore the cream TRAC eye shadow has been made to serve various purposes such as it can be applied as a lipstick, a blush and as an eye shadow. In addition this make up has been packaged with its well devised application tools thus making it simple for the user to apply the necessary amounts of the product. Appendix Bainbridge, Amy, 2014, Australia urged to follow EU ban on animal testing; Greens to move bill in Senate this week Animals Australia Organization, retrieved 25 February 2014 Bergen, M., & Peteraf, M. A. (2002). Competitor Identification And Competitor Analysis: A Broad-based Managerial Approach. Managerial and Decision Economics, 23(4-5), 157-169. The Animal Ethics Organization, retrieved 02 May 2013 Chen, W., & Peng, R. (2004). Stationary patterns created by cross-diffusion for the competitor- competitor-mutualist model. Journal of Mathematical Analysis and Applications, 291(2), 550-564. Gan, W., & Lin, Z. (2008). Coexistence and asymptotic periodicity in a competitor- competitor-mutualist model. Journal of Mathematical Analysis and Applications, 337(2), 1089-1099. IBIS World, Richardson, Arna, retrieved June 2014, IBIS World Industry Report C1852: Cosmetics, Perfume and Toiletries Manufacturing in Australia (pages 1-6) Quinn-Allan, D, ‘Topic 2: Consumer behaviour’, ALR310 Study Guide, 2014 The Wall Street Journal, Luxury Brands Stake Out New Department Store Turf, 2011, retrieved 18th August 2014, Richardson, A, ‘Cosmetic and Toiletry Retailing in Australia’, IBISWorld Industry Report G4271b, 2014, pp. 14-15 Young, Kat, 2014, The MAC Cosmetics backstage blog from London Fashion Week. In, Telegraph.co.uk < http://fashion.telegraph.co.uk/videos/TMG10638045/The-MAC-Cosmetics-backstage-blog-from-London-Fashion-Week.html> Assignment 2 Executive summary The Promotion of a product involves creating an image about the product so as to attract as many consumers as possible. Through promotion a product is able to expand its market share if the promotion strategy employed is an appealing one14. Moreover it helps the audience to acquire more information about the product. Therefore promotion strategies ought to be put in place in the right gear so as to make the product sell in the market and also be able to compete with other products effectively. In this section we will look at the various promotional strategies as we devise a promotion plan for the TRAC eye shadow product of Mr Williams multi-national company. A promotion plan is an outline of marketing strategies, tools and resources that a company puts in place so as to create awareness about a product or a service as well as promote it. A promotional plan is quite important for a business especially when launching a new service or product into the market. It is also an important tool when a business is in the process of expanding its market15. Introduction TRAC eye shadow is a cosmetic sub-product of Mr William multi-national company. The promotional plan is aimed at expanding market for the product and to provide more information to the target market16. Moreover it will help the business attain its objectives especially concerning the sales objectives, communicative objectives as well as the market segment objectives. Some of the major elements that are considered when preparing a promotional plan are the communicative strategy and creativity strategy. This is because the main part of a promotional plan entails advertising; advertising deserves lots of communication and creativity so as to win the target audience. In this paper various elements that consist of a creativity strategy will be keenly looked at as well as communicative strategy with regard to the TRAC eye shadow advertising. TRAC Eye Shadow Promotional Plan Budget The budget plan for this product will first be prepared for the first six months of the projected promotional year. In order to ensure that the budget is followed properly it will be aligned together with the timeline for the various advertising activities that will be carried out within the first six months of the plan. Some of the activities that will be carried out so as to implement the objectives that were set out earlier will include;- conducting a research on the existing customers so as to investigate their turn out and then collate the results Prepare a customer’s database so as to be sending direct mails to them about the product Train the sales people for a comprehensive selling where one-on-one selling will be encouraged Encourage and invest in media advertising Each of the above activities will be conducted at a specified time and will also be allocated a certain amount of money from the promotion budget. The budget will be as follows;- Promotional marketing plan budget   Communication strategy TRAC eye shadow is a classic product with qualities and ingredients that allows any female in the whole world to use it without any side effects. For this reason, the product is recommended for every honourable female in this universe. The product is the best for prestige as it guarantees beauty and good looks to everyone who makes use of it. Especially to the females aged between 25 and 35 years, TRAC eye shadow is the best make up to use, since it guarantees an exclusive and prestige image due to its classic nature. This category of the market segment is especially encouraged to use the product so as to reap its benefits as early as possible17. The females aged from 35 to 50 years also have a reason to smile for a skin and classic make up has been created purposely for their beauty. TRAC eye shadow is quite friendly to this group of people as it allows them to apply it at any time of the day irrespective of their age. It has also been manufactured with various colours to suit the users taste and preferences as well as cater for different complexions. The product is also pocket-friendly to any class of peoples as its cost is quite considerable to the users18. Provided with the fact that TRAC eye shadow is an international product, it has been produced with a lots of uniqueness so as to ensure that it is appealing to every user in the country. Moreover its ingredients have well been defined thus guaranteeing the user safety and security of their health while using it. TRAC eye shadow is also different from any other make up in that it contains body-friendly ingredients. From the analysis of the users concerning the effectiveness of the product, it was noted that a substantial number of its users gave a positive report about it. The product does not alter the person’s look even when they stop applying it19. Creative strategy Creative strategy is the outline that will give the advertising message the importance and the weight so as to attract the customers especially the target audience. It will define the vital strategic choices necessary in coming up with a marketing message. It will also bring out the image that the company would like to see in the service or product. Creative strategy elaborates the mind of the producer in terms of how he/she would like the consumers to think about his/her brand. Under this section we are going to discuss the factors will be considered in order to make the TRAC eye shadow an attractive product to its users. That is, we will discuss the selling points of the product in the market or the features that makes it preferred to other make ups. TRAC eye shadow has been produced with a lot of expertise in order to fulfil the desires of its consumers. Every aspect of a good make up has been put into consideration before the production of this product. The main target for TRAC eye shadow is the honourable females who seek prestige through the use of make ups20. Being a product that will be sold all over the world its advertisement message will entail even the finest details so that anyone who hears or observes an advert about the product will be attracted to purchase it. For this reason the creativity that will be coined in coming up with the advertising message will cut across the selling points that would win the heart of any make up user all over the world. This will be done in line to attain the communicative objectives mentioned earlier21. Advertising objectives and the target audience The major communicative objectives that are aimed at; include, raising the awareness of the TRAC eye shadow in 90%of the 25 to 35-year-old female make up users by 31 May 2015. This will be attained by creating an advert that will purposely be made targeting this particular category of people. According to the study that has been done on the use of make ups, it has been noted that this people look forward to use a product that directly suits their preferences. For instance the ability of TRAC eye shadow to last for a longer time as compared to others makes it be preferred by most of the make-up users under this category. Furthermore TRAC eye shadow will be produced in such a way that the cream product will be a multi-tasker in that one can apply it as a blush, lip colour and as an eye shadow. This will ensure that when this people acquires this product they will not require to purchase a lipstick since the TRAC eye shadow will be able to serve all these purposes. The above selling points will not only be aimed at the 25 to 35 aged females but also the other market segments of this wonderful make up. The draft advertisement will be devised in such a way that it will contain all these characteristics. By so doing the product will be able to build up the understanding of the users that TRAC eye shadow is of high quality as far as its services are concerned. Moreover the fact that TRAC eye shadow is made up of organic ingredients in its production is also a major selling point for the product. Product description The TRAC eye shadow has unique features that are intentionally meant to reach the target audience who are the females aged 25 to 50 years of age and who are mainly working or are in colleges and universities. For example TRAC eye shadow is made up of organic ingredients which are healthy to the users’ skin. It is also produced in various colours so as to suit any complexion of the consumers. TRAC eye shadow has also been manufactured in a way that it can last for a long period after its application. Furthermore the cream TRAC eye shadow has been made to serve various purposes such as it can be applied as a lipstick, a blush and as an eye shadow. In addition this make up has been packaged with its well devised application tools thus making it simple for the user to apply the necessary amounts of the product. Major selling idea TRAC eye shadow is intended to be consumed all over the world therefore it has been produced with a lot of uniqueness so as to ensure that it is appealing to every user in the world. Moreover its ingredients have well been defined thus guaranteeing the user safety and security for their health while using it. TRAC eye shadow is also different from any other make up in that it contains body-friendly ingredients. It is also a product that can be used by anybody anywhere and at any time22. Advertising appeals and selling style TRAC eye shadow is a pocket friendly classic make up. It is the best for anyone who wishes to be prestigious and honourable. The product enhances wonderful looks to the user as well as maintains the natural aspect of their complexion23. Another important feature about this classic make up is that it lasts for quite long and is easily removable too. Before buying the product the retail shops will be encouraged to allow the buyer to test the product before purchasing it so that they can acquire the colour of their choice. Moreover TRAC eye shadow will be packed together with its application tools. These application tools will be made purposely for the application of the product. This will help the user to apply the product effectively without struggle and to avoid applying it with brushes which may not allow for the correct amount24. Advertising execution Straight sell/factual, technical evidence and demonstration are the major execution styles that will be employed in creating the advert for the product25. The factual execution style will enhance presentation of straight forward information about the product. The scientific or the technical evidence execution will provide a proof that the product is made of organic ingredients as well as show the benefits of the specific ingredients. The demonstration will be used to show the solid evidence of the results of using the product by placing an image of a person who has applied the make-up26. Draft advertisement Promotional strategy This will entail various tactics so as to meet the set objectives for the product. For instance among the tactics that the company will employ so as to reach out to the audience as quickly as possible will be through the use of emails (both generalised and personalised ones). This will be enhanced through the use of the company customer’s database. Evaluation Since TRAC eye shadow is supposed to be used all over the world the effectiveness of the advert will be evaluated through checking the sales within every marketing segment. Moreover the evaluation will also be done by checking the extent in turn out of the consumers of the product in various geographical locations all over the world. Conclusion The advert is aimed at gathering as many customers as possible. Every word used in the advert is aimed at creating awareness as well as informing both new and the existing consumers of the product about the benefits and the attractive nature of TRAC eye shadow. As it has been discussed in the paper Mr William Multi-national Corporation wishes to globalise its products and therefore every effort in the promotional plan is target to increase the product’s market share in the world. The uniqueness of TRAC eye shadow make up is an important aspect as far as the advertisement is concerned. Appendices Atkinson, R., & Easthope, H. (2009). The consequences of the creative class: the pursuit of creativity strategies in Australia's cities. International Journal of Urban and Regional Research, 33(1), 64-79. Berthon, P. 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