Question

Project #5: Market Plan

Your project may be presented as a report or as a PowerPoint presentation. Students are expected to properly cite resources

Marketing Plan

Pick a product with which you are very familiar . Create a simple marketing plan (as outlined in this week's reading) for it within one market segment.

Please cite your resources for any data projections.

Answer 1

The Product:

The product chosen to create a marketing plan is for facewash. The drug will be launched as 'GLORIA FACE WASH' which stands for shine, radiance, and youth, the target market was established as young teenagers. Although not the first drug in this genre, Gloria's face wash is an invariant breakthrough in many ways.

• Removes dirt and oil
• Leaves the skin ultra-smooth
• Prevents acne and pimples
• Removes blackheads
• Suitable for all skin types

Other Qualities Includes:

A range of oil-free face wash which fits every type of skin.
1. Aloe Vera Gloria washes the skin without making it wet helps to keep the skin fresh.
2. Tea tree face wash preventing acne and pimples.
3. A fairness face wash that makes skin pigmentation lighter.

Standardization and Material Grading:

• Gloria face wash comes with quality assurance and a quality mark
• Gloria Facewashes come in different types:-
  • Normal
  • Aloe Vera
  • Tea Tree
  • Fruit Extracts

Branding:

• Branding essentially creates a corporate brand identity for the customer and impresses the consumer's minds with that brand identity, which includes brand marketing and brand management.
• A brand is a detailed concept, it has two components:
  • Brand name: the brand element that can be spoken of. Our product's brand name is GLORIA FACEWASH.
  • Brand Mark: the part of the product that is identifiable but not completely effective is called the logo mark. The Gloria Face Wash brand logo is a unique color and lettering scheme. The brand name and logo are such as to indicate the advantages and attributes.
• It is important to have a trademark for any brand.
  • Trade Mark: It is generally protected by law. Gloria Face wash is licensed and is protected by law. It has a' TM ' logo on it. Many firms offer the defense against their use.

Packaging:

• Packaging consists of all the packaging or wrapper design and manufacturing activities for a product.
• GLORIA FACEWASH's immediate coating would be a bio-plastic tube.
• Such a tube is environmentally friendly and can be easily broken down.
• The face wash is packed and delivered in 100 such units of cardboard boxes.
• Packaging can be used as an important advertising tool. Each packaged would include a quality assurance mark that would guarantee both its consistency and originality.

Labeling:

This will include the Gloria Face Wash label:

• Name - GLORIA FACEWASH
• Tagline - Just let your beauty speak ...... Of example, of course.
• Details–Foaming Oil-Free Face Wash
• Grade / Type–For all skin types
• Usage Directions–Apply a small amount on wet palm and work into a rich lather. Massage softly to the nose, avoiding the area of the head. Thoroughly rinse off. For a glowing skin using twice a day.
• Ingredients– Gas, petroleum, triethanolamine, lauric acid, glycerine, methylparaben, perfume, etc.
• MRP–Rs 75 (including all taxes)
• Net weight–100 g
• Manufacturer's name and address–Gloria Cosmetics. 241 Shiv Leela house, Vasai(E), Chinchpada.

Pricing:

Price can be defined in two simple packets as how much money a customer spends to purchase a GLORIA FACEWASH product or service. Customers will be charged $10 for 50 grams and $15 for 75 grams. These are the promotional prices that may vary with the product's popularity. Of course, we charge less than our rivals.

Factors that affect prices:

Price is set, with the following factors in mind.

• New product - Because it is a new product and does not have an established brand image, therefore the prices are lower
• Product costs – Taking into account all operating expenses and retaining a substantial profit margin of Rs 15, the price has been set
• Penetration pricing – We have kept our prices low to capture a large market share. There are also numerous facial laundries in the industry. We've kept our prices low, seeing the intense competition.

The channel of Distribution:

The decision on alternative distribution channel alternative:- Gloria Face wash will be sold via a two-tier channel, i.e. Manufacturer / Distributor-Retailer-Consumer, to cover a broader area of the market.

Logistics - Gloria Face wash would be manufactured in New York's central hub and will be delivered to other states.

Reasons for Channel choice:

The explanations for a two-way channel are as follows:

• The unit value of the product-since the unit value is small is convenient for a two-way channel.
• Geographical locations of buyers- facewash can be transported through longer channels because it is not a perishable item.
• Perishability- Since face wash is not a perishable product that can be sold through longer channels.

Initial distribution strategy to consider:

• The introduction of smaller packs
  • Smaller packages Launch must be made to allow more clients to scan their products and avoid the barrier to quality.
  • This will also assist in engaging customers who are' on-the-go.'
  • This will aid in the growth of the business in towns where there is a huge potential.
  • This will help Gloria to offer out smaller packs (5 pack) in a way similar to that of Fair & Lovely. This will allow customers to use it and feel the value before attempting larger packs.
• Giving Vivel a signature fragrance:
  • It'll be an added advantage to forming alliances. Lakme plays this game with fruit fragrance, which created a distinct link with its customers.
• Translucent Pack
  • It is difficult to tell with opaque packages whether or not all gel/creams are used. So to analyze the material the pack can be made translucent.
• Promotion
  • The tag is, "Your beauty should speak for itself"
  • Due to the target audience, i.e. women, who would like to look gorgeous but don't want to hurt themselves, the above tag line is selected.
  • Promotion can be done through advertising, personal selling, social media marketing, etc.

Creating the Buzz:

Schools, networks like MTV, Facebook pages and other social networking sites will create pre-launch buzz.

Advertising:

The proper cable blend should be used for all print and digital media. A 60:30:10 should be offered to the target audience for successful coverage, respectively. It should also clarify that Gloria Face wash is a single solution, rather than using multiple products for different requirements, thereby reducing the clutter. A youth symbol with a chubby face will express the Functional benefits. This jells in well with Brand Gloria's product imagery and use.

Other Measures are:

• Starting with a print advertisement in English newspapers.
• Contact Google Ad Sense for web and device ads.
• Launch an Audio Visual advertisement when resources are available.

Social Media Marketing:

• Market these days is easily influenced by what the social media is buzzing with. Following this, Gloria Face wash will be available on social platforms.
• Sharing the rich media-Flickr, YouTube, Vimeo, Picture Bucket, Picasa, Phlook, Todou.
• Blogs-Wordpress / Tumblr/ Blogger / Posterous

Sales Promotion:

• Consumers appear regularly to wash their faces. So we'll be using sales marketing techniques to make them use of our product once.
• Provide a free sample to a leading female magazine. For Pantene Shampoos, we'll also be offering Gloria Facewash away. The Rs 75 version will also have 10 grams extra FREE.

Personal Selling:

• Personal Selling is an advertisement, where vendors sell doors to doors for products.
• This is a more personal way of interacting with sales and may also take direct feedback.
• We will be able to employ salespeople who can persuade the consumers to buy the product

Storage & Transportation:

• Storage:
  • Warehouses do the storage function of the goods until they are sold on the market.
  • Since facewash have a longer shelf life, permanent warehousing isn't required.
  • We are going to store our stock in public warehouses, as we don't want delays if the products get excessive demand.
• Transportation:
  • Transport means that goods are transported from the production site to the place of use.
  • Because face wash consumers are dispersed, we suggest setting up our first factory in Washington St, New York and transporting the product wherever it is demanded.
  • Roads and railways are therefore being used.

Customer Support Services:

• To improve customer satisfaction, customer support systems such as after-sales services, managing grievances, and customer information seek to.
• Gloria's Face Wash would build her customer service unit to answer concerns, queries and beauty secrets. We will have a different customer cell called "Speak with you," with input from those who have used our company.
• Please visit us at http:/www.gogloria.com or contact Gloria@herbalfacewash.com to know the truth, misconceptions, and secrets of beauty treatment. Enter the Gloria / fb.com network.