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Marketing Strategy for A Comsetic Company

Extracts from this document...

Introduction

Contents 1. Introduction - task 1 2. Mind map of ideas - task 1 3. Business Objectives (1) - task 2 4. Business Objectives (2) - task 2 5. The External Environment (1) - task 3 6. The External Environment (2) - task 3 7. SWOT Analysis (1) - task 4 8. SWOT Analysis (2) - task 4 9. SWOT Analysis (3) - task 4 10. Marketing Objectives (1) - task 5 11. Marketing Objectives (2) - task 5 12. Market Research (1) - task 6 13. Market research (2) - task 6 14. Market Research Questionnaire (3) - task 6 15. Market research (4) -task 6 16. Product - task 7 17. Floor Plan - task 7 18. Mood Board of products - task 7 19. Price (1) - task 8 20. Price (2) - task 8 21. Place - (1) task 9 22. Place (2) - task 9 23. Location Map - task 9 24. Promotion (1) - task 10 25. Promotion (2) - task 10 26. Promotional Budget - task 10 27. Collage of Adverts - task 10 28. Advert for my business - task 10 29. Marketing Constraints (1) - task 11 30. Marketing Constraints (2) - task 11 31. Conclusion - task 12 32. Evaluation - task 13 33. Bibliography - task 14 TASK 1 Introduction The marketing campaign for my project is going to be devised for a cosmetics company. This is a retail business. I am going to sell cosmetics for all ages of people in the community. My business will be located in the Seaford area, hopefully in the town centre. This is because; the town centre is the busiest area of Seaford and the place where people who live in Seaford go to shop. I have three main competitors for my business; Cosmetica, Boots and Superdrug. Cosmetica is a shop that sells a wide range of cosmetic products that are targeted at people 11 - 25. ...read more.

Middle

Market research can provide a business with information which can enable it to produce an effective marketing campaign. The different methods of research are primary (field) and Secondary (desk). In the table are the advantages and disadvantages of both methods, as well as the differences between the two methods. PRIMARY (field) SECONDARY (desk) * Involves asking people directly * Is new information carried out at present * Collected for a specific purpose * Expensive * Time consuming * Uses information which has already been collected * Old information carried out in the past * Not collected for specific purpose * Not that expensive * Quick Examples of Primary research include: * Postal surveys These are when companies send questionnaires out to people on mailing lists, which they hope you to return by offering you special offers. * Telephone surveys When companies phone you up at home and ask you questions about certain products of services, sometimes trying to sell you things or make you sign-up for something. * Personal interviews People are employed by companies to stand on the streets or in busy areas to ask people on the street questions. They may offer you vouchers in return for your time. * Observation / Focus group People who are collected together to analyse certain products and give their opinions. They can be paid for this, or it can be voluntary. Secondary research is mainly looking up statistics that have been collected by local government or other companies. Local statistics are often available from libraries, or local government offices. In a business it is always a good idea to draw up a marketing plan, as this will help you to analyse the market effectively. Here is the Marketing research plan for my business. Research Plan What information do I need to find out? Method of Research How I am going to find this information out * What would potential customers like to see on offer in my business? ...read more.

Conclusion

My business will be located in Seaford, as I know the area well, and due to this, I will be able to use my knowledge of the area to promote my business and its products effectively. Through sales promotion and advertising, I feel that those who are likely to become customers will see my businesses adverts. In terms of product range, I have decided to select ranges that are not tested on animals, that can be sold cheaper than the recommended retail price (RRP) and most products will be branded. For promotion, I felt that sales promotion and advertising through the local press would be the best ideas. These are simple, effective ways of promotion and are used by many other companies in their own promotions. TASK 13 Evaluation The best way to evaluate my work is through a table of advantages and disadvantages. Advantages Disadvantages * Survival is the main objective that my business needs to meet within the first year along with social responsibility. * I have looked at future objectives / aims for my business. * In all areas of my project I have looked at many different approaches to the task in hand. * I have been able to realise that immediate aims for my business have to be small and achievable. * Have used a wide range of sources to collect information to include in my project. * Have justified all choices throughout. * Work is clearly presented in the same format throughout the project. * The sampling (questionnaire) could have been more varied and I could have approached it with other methods e.g. secondary sources. * Could have used more up-to-date sources on the Internet. * Have not shown any information on existing business. * Haven't researched the background of my competitors. * Could have applied concepts and examples more directly to my business. * Would have liked to do more initial research into setting up a business. * Have not shown any follow up to most of the work produced. ...read more.

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