Marketing Plan for the Body Shop Essay

Concealer is really popular and its market growing stable because of concealer is really utile to cover the imperfectness on the tegument. The Body Shop’s Tea Tree Concealer. which launched in 2009. is this selling plan’s character. Tea Tree Concealer is a ready to hand portable stick to hide defects which without over drying the tegument. It besides produce with organic tea tree oil. Tea tree oil’s ingredient renowned for its anti-bacterial benefits and an extract perfect to assist deface tegument.

Based on the SWOT analysis of Tea Tree Concealer. it mentions that Tea Tree Concealer needs to be more popular and demands to utilize the gender cleavage that to enlarge the market with the men’s market because the demand of men’s cosmetics market is increasing particularly of the concealer. Therefore. the selling aims are to heighten the publicity of Tea Tree Concealer that can increase 5-10 % gross revenues in short term ; and in long term. The Body Shop can develop a Men’s Tea Tree Concealer to fulfill men’s satisfaction of concealer that the concealer can take attention about men’s face tegument.

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For the selling schemes. for short term. the organic structure store can utilize publicity tools. such as advertisement in Facebook. beauty magazines and advance following to the MTR escalator. Besides. the organic structure store can give general clients 5-10 % off price reduction for purchasing Tea Tree Concealer. And the VIP can acquire one more price reduction after the new merchandise has got 5-10 % price reduction. Furthermore. The Body Shop can give out the sample for people like and portion the station on The Body Shop’s Facebook page. after that show it to the staff. so they can acquire one sample ; and The Body Shop can hold corporation with Mannings and Watsons. If people consume above $ 150. they can acquire a sample of The Body Shop. For long term. The Body Shop can utilize selling mix ( Product. Price. Topographic point and Promotion ) . to increase the gross revenues of Tea Tree Concealer and to open up the men’s concealer market. a men’s merchandise that calls “Men’s Tea Tree Concealer” .

In merchandise scheme. The Body Shop can set in money on Research & A ; Development. to develop the “Men’s Tea Tree Concealer” . In pricing scheme. Market-Penetration pricing is the company pick on puting monetary value because the tea tree aggregation of The Body Shop is celebrated in Hong Kong but the tea tree concealer is non familiar with the work forces. In publicity scheme. The Body Shop can put up a particular counter in stores. which is the company promotional merchandise. Some sales representative will advance the new merchandise as work forces may experience shy to purchase make-up merchandise so set up a counter is every store help the company to happen some mark. Besides. the company will give out some sample if people click ‘like’ in Facebook fans page and to hold video promotional run. people who have tried to utilize our merchandise can fall in this competition. The users have to do a picture about the feedback from utilizing new tea tree concealer ; the top 10 participants who obtained highest ‘like’ on their picture cartridge holders can win $ 1500 hard currency.

For the selling budget. Statement of Comprehensive Income that it is for the Promotion of Tea Tree Concealer & A ; Men’s Tea Tree Concealer. it shows that it will hold a net income in the terminal of the publicity of Tea Tree Concealer and besides have a net income in develop a Men’s Tea Tree Concealer.

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Contentss

| Page|
1. Introduction | 4|
2. Current Marketing Situation Analysis * Background Information * Current Market Analysis * Competitor Analysis| 5 – 9| 3. SWOT Analysis| 10 – 11|
4. Marketing Aims * Short Term * Long Term| 12| 5. Selling Strategies * Short Term ( Advertisement. Discount. Sample.
Sponsorship ) * Long Term ( Marketing mix: Merchandise. Price. Topographic point and Promotion ) | 13 – 15| 6. Marketing Tacticss * Short Term * Long Term| 16 – 17| 7. Marketing Budget| 18 – 19|

8. Conclusion| 20|
9. Bibliography| 21|
10. Appendices| 22 – 28|

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Introduction

“Do you want to be more beautiful? ”

Without uncertainty. ladies want to demo the most beautiful face to others ; hence. they use tonss of cosmetics. such as concealer. face primer. oculus primer. lipgloss and supercilium pencil. A batch of people strongly believed that concealer is the most utile cosmetics than others. because concealer is really utile to cover the imperfectness on the tegument. It is an of import character which it can give people a better visual aspect. Therefore. we decided to hold a selling program for the concealer.

Furthermore. organic issue is really popular that it started in the past few old ages. for illustration. organic nutrient and the merchandises must bring forth with organic stuffs. So. we decided that the concealer must bring forth with organic stuffs.

Finally. The Body Shop’s Tea Tree Concealer. which launched in 2009. has been the character in this selling program because Tea Tree Concealer is a concealer which it produces with organic tea tree oil. Tea tree oil’s ingredient renowned for its anti-bacterial benefits and an extract perfect to assist deface tegument

The Body Shop uses the gender cleavage that the consumer market is chiefly adult females. We can cognize from the tonss of merchandises aggregations are chiefly decided for female. for case. Vineyard Peach. Extra Virgin Minerals etc.
Although cosmetics’ consumer market is chiefly adult females. the demand of men’s cosmetics market is increasing particularly of the concealer. This is because work forces need a better visual aspect that it is good for their work and interpersonal relationship. Therefore. The Body Shop needs to enlarge the market with the men’s market. Not merely the adult females market is of import. but besides the work forces market.

This selling program suggests some selling schemes. which uses selling mix ( Product. Price. Topographic point and Promotion ) . to increase the gross revenues of Tea Tree Concealer and to open up the men’s concealer market. a men’s merchandise that calls “Men’s Tea Tree Concealer” . For increasing gross revenues of Tea Tree Concealer. we can chiefly utilize publicity tools. such as advertisement ; and publicity mix schemes. such as push scheme and pull scheme. For unfastened up the men’s concealer market. we can utilize merchandise scheme. monetary value scheme. topographic point scheme and publicity scheme. to advance the new merchandise. “Men’s Tea Tree Concealer” .

The selling program for Tea Tree Concealer is presented as follow. ————————————————-
Current Marketing Situation Analysis

Background Information

* L’Oreal – Company Overview
The L’Oreal Group is the world’s largest cosmetics and beauty company. Over 500 trade names and many 1000s of single merchandises such as hair colour. permanents. hair titling. organic structure and tegument attention. cleansing agents. make-up and aromas five worldwide research and development centres. There are two in France and one in the U. S. Japan and China.

On 17 March 2006. L’Oreal purchased cosmetics company The Body Shop for ?652 million.

Their motto is “Because we’re worth it too” and the Head office is in the Centre Eugene Schueller in Clichy. Hauts-de-Seine. near Paris. In 2003.
L’Oreal announced its 19th back-to-back twelvemonth of double-digit growing. In 2007. L’Oreal was ranked 353 in the Fortune Global 500.

The targeted markets of L’Oreal are mass. professional. luxury. and active cosmetics markets. They ain involvements in assorted activities such as all right chemicals. wellness. finance. design. advertisement. insurance.

* The Body Shop – Company Overview
The Body Shop International plc. a portion of the L’Oreal household. which specialized in bring forthing beauty and cosmetics merchandises. It is founded in the UK in 1976 by Dame Anita Roddick. There are more than 2. 400 shops in 61 states including Thailand. Australia and America.

“The concern of concern should non merely be about money. it should be about duty. It should be about public good. non private greed. ’’ –said Dame Anita Roddick. laminitis of The Body Shop.

The Body Shop creates a non-animal-testing and a just trading company image. Every merchandise is carnal inhuman treatment free and it is the first international cosmetics trade name to be recognized under the Humane Cosmetics Standard for its Against Animal Testing policy.

The Body Shop believes in just trade. had set up ain just trade programme. called Community Trade. Community Trade works over 30 providers in more than 20 states. supplying over 25. 000 people across the Earth with indispensable income to construct their hereafters.

The Body Shop has five nucleus values. which are Support Community Trade. Defend Human Rights. Against Animal Testing. Activate Self-Esteem and Protect Our Planet.

Current Market Analysis
* L’Oreal / The Body Shop
In this subdivision. we will split into three parts related to market analyses. Frist. the market portion of the L’Oreal in the universe as The Body Shop is
under this trade name. Second. the market portion of The Body Shop in the universe and Hong Kong. Third. explicate the mark group and their demands of The Body Shop.

First. the L’Oreal is a worldwide trade name which its stores located in 130 states. The largest market of the L’Oreal is Asia. Pacific. followed by Western Europe and Northern America. which means Asia has a really high potency to maintain increasing. From the graph following to. Asia. Pacific portion about tierce of the world-wide decorative market. Besides. from the outlook of Euromonitor. the market portion in Asia Pacific will be changed in 2013. the portion of China will increase from 22 % to 28 % Breakdown of the worldwide cosmetics market

Breakdown of the worldwide cosmetics market

Furthermore. due to the betterment of the engineering and addition in quality of life. more and more decorative merchandises appear in the market. doing acute competition. In 2011. the L’Oreal is act as prima function in the universe. which is 20 % of gross revenues more than the other.

Second. The Body Shop promotes utilizing organic stuff and following community just trade. that’s suit the gustatory sensation of people in the universe which have a higher criterion of environmental friendly. As the consequence. The Body Shop has become one of the top 20 decorative trade names of the universe in 2011.

Furthermore. compare the gross revenues in the past two old ages of The Body Shop. the sale increased from 2010 to 2011 in Western Europe and the New Market. The New Market refers to Asia. Pacific Area. for illustration. China and Middle East. Although we can non judge that the market portion has increased. we can compare the proportion of gross revenues by geographic. The New Market increased 1. 4 % signifier 46. 9 % in 2010 to 48. 3 % in 2011. This means The New Market has become more of import to The Body Shop.

The Body Shop uses the gender cleavage that the consumer market is chiefly adult females. We can cognize from the merchandise aggregations of Vineyard Peach. Extra Virgin Minerals etc. These merchandises are chiefly decided for female. as tegument in different between female and male. Besides. the Body Shop promotes utilizing organic stuffs to do their merchandises. Citizens improve their sense of environment. so the grounds for citizens to take their decorative merchandises non merely force on the quality of the merchandise but the degree of environment friendly of the merchandise. Furthermore. The Body Shop buys the natural stuffs under a just trade system which they have fulfilled their societal duty. the husbandman can gain more comparison to other merchandises which do non accommodate just trade. Customers will see this point as their determination standard. Last. ‘there is merely one manner to beautiful. nature’s manner. ’ This motto is really impressive for nowadays clients. It’s because there is a batch of intelligence or study point out that chemical has been put into decorative merchandises. Besides. as the quality of life increased. clients are willing to pass more money to purchase nature merchandises.

* Concealer Market
Concealer is really popular and its market growing stable because of concealer is really utile to cover the imperfectness on the tegument. It is an of import character that it can give people a better visual aspect. This merchandise is chiefly used by adult females. but use among work forces is increasing.

The concealer is a type of make-up used to cover under-eye circles. hickeies and other little defects seeable on the tegument. The concealer besides can cover inflammation and even organic structure defects such as nevuss. cicatrixs and vitiligo.

The market of concealer has intense competition. for case. The Body Shop ( Product name: Tea Tree Concealer ) . Bobbi Brown ( Product name: Creamy Concealer ) . Cle de Peau Beaute ( Product Name: Concealer ) . Beauty Tech ( Product Name: Ice-cream Concealer ) . MAC ( Product Name: Select Cover Up ) . Shu Uemura ( Product Name: Point Cealer ) etc.

Besides. some of the concealer is particularly for a portion of tegument: for illustration. whole face. under-eye circles. hickeies.

* Product Review – Tea Tree Concealer ( The Body Shop )
We are focus on The Body Shop’s Tea Tree Concealer. which launched in 2009.
Tea Tree Concealer is a ready to hand portable stick to hide defects which without over drying the tegument. It besides produce with organic tea tree oil. Tea tree oil’s ingredient renowned for its anti-bacterial benefits and an extract perfect to assist deface tegument. Besides. it traditionally used to advance healthy-looking tegument and has antic tegument moisturising belongingss. It costs HK $ 139 / 4. 5g ( 2012’s monetary value ) .

Rival Analysis
* Jurlique
Jurlique has spent 25 old ages to research the organic and biodynamic ingredients and our alone Bio built-in ™ procedure to make the purest. most powerful tegument attention. From biodynamic farms in South Australia. the taking natural invention. we have to unlock the potency of the combination of nature and scientific discipline to make an effectual merchandise is beautiful. Merely means you healthy. beautiful tegument.

The Jurlique farm:
Their mill on the farm lived a pampered life. Jurlique’s laminitiss searched the world’s richest. most clean on Earth. to construct our farm. They found that. in Adelaide ( Adelaide Hills ) . Today. this pristine environment is a broad assortment of workss. herbs and flowers. and provides the natural forces Jurlique high public presentation assorted. As the lone Australian beauty trade name. our ain certified biodynamic farm ( NASAA. the National Association of Sustainable Agriculture. Australia enfranchisement ) . we can turn out the pureness of our crop. We follow rigorous organic and biodynamic agriculture rules. in order to accomplish our acknowledgment. In order to keep a perfect nature. we tend to pick the harvest of hand-sorted. The nature of the work and make non oppose it. and we strive to make a richer dirt. which means healthy workss. infusion and more effectual merchandises. So this is a natural procedure. better farming more beautiful tegument.

Benefits:
It is a natural tegument tones covering pick. in order to assist to cut down the visual aspect of defects. Besides. it can assist equilibrate oily skin surface sebum moderate and can assist protect environmental attackers.

Ingredients:
The enchantress Pomaderris apetala extract objects and tea tree oil aid to gently clean and moderate sebum in the skin surface. The marigolds and self-healing infusion offers comfy public presentation and aid rebalance the sensitiveness. Aloe infusion and glycerol strongly hydrate. and helps to soften the tegument. Grapefruit seed infusion contains antioxidant belongingss and helps protect the tegument against environmental harm.

* Oriflame
Oriflame was founded in Sweden in 1967 by Hanlin brothers. has become an international market in more than 60 states around the universe. Cosmetics direct merchandising company. Oriflame has a broad assortment of advanced merchandise lines. Sweden. natural beauty merchandises “by 360 Million independent gross revenues advisers are sold worldwide. and has created more than 1. 5 billion euros a twelvemonth in gross revenues. It is natural beauty merchandises from Sweden.

Oriflame offers industry-leading calling chances. and assist people to gain income from the first twenty-four hours of added while traveling. The end of the current personal dreams and aspirations. this is our alone the calling construct – “the creative activity of wealth today. tomorrow accomplishments Dream. ”

Respect for people and nature. go the footing of the company’s runing Philosophy. and is reflected in the company’s societal and environmental policies. Oriflame co-founder of the World Children’s Fund. and parts to legion planetary philanthropic gift undertakings. Oriflame is a listed companies. the stock is listed on the NASDAQ OMX Nordic Exchange.

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SWOT Analysis

We are focus on The Body Shop’s Tea Tree Concealer. which launched in 2009. We use the SWOT Analysis to analyze Tea Tree Concealer’s Strengths. Weaknesses. Opportunities and Threats.

Strengths
The Body Shop International plc is a portion of the L’Oreal Corporate group. L’Oreal Corporate has a batch of capital. it can back up The Body Shop International plc’s finance and it can hold some big scale promotional run without consider fiscal job.

Besides. the L’Oreal Corporate is the largest cosmetics and beauty company in the universe. It is celebrated. so. The Body Shop International plc can utilize the L’Oreal Corporate’s trade name name to hold some publicity and it will be more efficaciously. Furthermore. the Body Shop International plc has a positive repute and image because of their non-animal-testing and just trading company image. It can pull some clients. who support non-animal-testing and just trading. to purchase the merchandises.

For the Tea Tree Concealer portion. one of its strengths is that it is a ready to hand portable stick. This is because clients can easy convey it goes out and go forth in someplace easy. After use the Tea Tree Concealer. it will be without over drying the tegument and it is good for our tegument excessively. Furthermore. the Tea Tree Concealer is made of organic tea tree oil. which is non merely an extract perfect to assist deface tegument. but it can besides pull clients. who support utilizing organic natural stuff. to purchase it.

Failings
The Tea Tree Concealer merely has one colour tone. it is non suited for every because different people have different tegument colour. It merely has one colour tone that it can fulfill a small portion of clients but non tonss of clients. Without uncertainty. everyone has different tegument. such as dry tegument. oily tegument. combination tegument. normal tegument and sensitive tegument. The Tea Tree Concealer merely has one type and it besides can non fulfill tonss of people. merely a small portion of clients can utilize it.

Besides. as we all know. The Body Shop International plc is founded in the UK in 1976 by Dame Anita Roddick. It is a western company and their merchandises might be more suited for foreign people. Therefore. the Tea Tree Concealer may non be suited for Asiatic. It can non fulfill more people. Opportunities

First of all. many bing cosmetics and skin-care merchandises were tested on animate beings before they promote to the market in order to do certain the use of them will non harm human organic structures. However. The Body Shop against animate beings proving. every one of the merchandises is carnal inhuman treatment free and vegetarian. which means we do non destruct the home ground of the animate beings and us. As a consequence. this is an chance of us to advance our merchandise with this particular feature.

The 2nd 1 is that the merchandise have non taken attention the men’s market. The teguments of work forces and adult females are non the same. so do the demands of them. If we still merely concentrate on the women’s market. our gross revenues would merely remain in the same degree. so we should non merely concentrate on the women’s demands but besides the men’s to enlarge the market. As a consequence. this becomes one of the chances for the company to spread out the men’s market and to increase gross revenues volume.

Third. the Body Shop is back uping Community Fair Trade. for illustration in Kenya. Most of the merchandises contain Community Trade ingredients. This can pull clients who are besides back uping Community Fair Trade. The organic structure store is besides supporting human rights. in order to handle all people in a just and unfastened manner. to esteem and value their unity.

Last. we are seeking and prolonging natural stuffs. and utilizing planet’s resources sagely. These are the ways how we approach our environmental mark. protect our planet.

Menaces
The competition from rivals such as Jurlique’s natural tegument tones covering pick who are besides at the same degree is acute. They are besides supplying same type of merchandises and which are cheap to pull our same mark groups. As a consequence. we have to see about what are our vantages and extent them to acquire more consciousness.

Furthermore. the trade name image of The Body Shop has become old. and is it non
that attractive to the new immature clients. So there is a demand for The Body Shop to reconstruct the image into manner and verve.

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Marketing Aims

Our selling aim has two parts. one is short term and other one is long term. We will explicate as follow.

Short Term
Based on the SWOT analysis of Tea Tree Concealer. it mentions that Tea Tree Concealer needs to be more popular. Therefore. the selling aim is to heighten the publicity of Tea Tree Concealer that can increase 5-10 % gross revenues in short term. It means that we will increase 5-10 % gross revenues of Tea Tree Concealer in 5 months.

Long Term
As for the long term aims of The Body Shop. it chiefly has two stairss want to accomplish.

1. Develop a new tea tree concealer for work forces
From different researches in the market. we know that the make-up market for work forces is now spread outing ; more work forces are more focal point on their visual aspect for different positions. Therefore. The Body Shop should contrive a new tea tree concealer for work forces merely. which can concentrate on the demands of work forces. such as promotes mending of acne. maintain your skin elastic and improves visual aspect of furrows and all right lines. As a consequence. the company would wish our research and development section can contrive a work forces concealer within nine months’ clip.

2. Sale 10000 concealer within six months
The company aims at maximising the net income of the company. If The Body Shop promotes the new merchandise. “Men’s Tea Tree Concealer” . its focal point on the demands of work forces. so The Body Shop can increase its net income as it promotes a new work forces merchandise. The company will hold a questionnaire in the hereafter so that we can
cognize more about our market. for illustration. puting our mark group. the monetary value that people can accept. which publicity schemes is the best for our market. As a consequence. we would wish to sell 10. 000 pieces of concealer within six months’ clip. which is a mensurable aim.

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Selling Schemes

Short term
To advert the short term aim of the Body Shop. we chiefly want to pull some new clients by the new merchandises. On the other manus. we besides need to do the original clients continues to devour on our trade name. And therefore. we have discussed four chiefly short term scheme to accomplish our purpose.

1. Ad
The Body Shop can hold three major ways to demo our advertizement. The first 1 is Facebook. Nowadays. Facebook is a popular web site to allow people portion their feelings and exposures. And Facebook in Hong Kong is besides necessary to people. Therefore. make publicity on Facebook is an effectual manner to do more people know our new merchandises.

The 2nd one is magazines. Magazines major mark is office workers and the adolescents. and this mark group is same as our merchandises. Therefore. publicity on the magazines one large page can easy to allow our marks know our new merchandises.

And the 3rd one is promote following to the MTR escalator. MTR has many watercourses of people every twenty-four hours. And it is free when the people are standing on the escalator. So. show on the escalator advertizement board is besides easy to allow people cognize our publicity.

2. Discount
For the general clients. The Body Shop can give them 5-10 % off price reduction. And the VIP can acquire one more price reduction after the new merchandise has got 5-10 % price reduction. It will be effectual that the cheaper monetary value can do the people
seek it and besides it can handily to pull more people being The Body Shop VIP.

3. Sample
The Body Shop can give out the sample more effectivity. If we merely normally give out the sample on the street will bust up the value of merchandise. And therefore. we have planned to inquire people like and portion the station on Facebook. after that show it to the staff. so they can acquire one sample. This method can allow people seek our new merchandise and besides indirectly assist our trade name holding a publicity at the same time.

4. Sponsorship
We try to hold corporation with Mannings and Watsons. If people consume above $ 150. they can acquire a sample of Body Shop. Sponsorship can provides a great agencies of broadening our competitory border by bettering our company’s image prestigiousness and credibleness by back uping events that your mark market finds attractive.

Long term
For the long term program for the Body Shop. the company purposes one and half twelvemonth program. which help the Body Shop to accomplish the ends on developing a new tea tree concealer for work forces and increase the sale for merchandise. The company will split the program into 4Ps.

Merchandise:
As we all know. the make-up market for work forces is now using so the Body Shop should catch this aureate chance to develop a new tea tree concealer for work forces merely. The tegument is different between work forces and adult females. the company should concentrate on the demands of the men’s tegument intent. The company mark group is based on good cleavage because our merchandise is merely for work forces who have acnes on their faces.

Although we all know that the cost for Research & A ; Development is really high. the company think that people will besides come and purchase our merchandise. Recently the company has done a study on the Body Shop and its merchandises.
The interviewees thought the Body Shop is popularisation. people are able to afford the monetary value scope. Therefore. we think put in money on R & A ; D. subsequently on. the Body Shop non merely can gain the net income. besides earn the advertizement benefit as they non merely care about adult females but besides work forces.

Monetary value:
Market-Penetration pricing is the company pick on puting monetary value. The tea tree aggregation of the Body Shop is celebrated in Hong Kong but the tea tree concealer is non familiar with the work forces. Therefore. we decide that when the merchandise first enters to the market. the company will put a comparatively low monetary value so that it can pull more clients and acquire feedback from the populace. Peoples will see purchasing our merchandise because of low monetary value. after they have used. they can re-buy the company’s merchandise.

Furthermore. in market there is merely a small sum of concealer that is merely work forces. our merchandise must maintain a competition with other merchandises because if the monetary value set really low from the norm. other rivals will besides put a really low monetary value. this can non assist the company to maximise the net income. it will greater the loss. If we set a high monetary value. people are non willing to purchase the company merchandise as there are other concealers available in the market. The company set a monetary value on $ 159 per new tree concealer for work forces which is a sensible monetary value.

Topographic point:
In order to allow more people to cognize more about the new tea tree concealer for work forces. the company will put up a particular counter in stores. which is the company promotional merchandise. Some sales representative will advance the new merchandise as work forces may experience shy to purchase make-up merchandise so set up a counter is every store help the company to happen some mark.

Promotion:
First. the company will give out some sample if people click ‘like’ in Facebook fans page. with the progress of engineering and the common of utilizing smart phone. people are more easy to obtain different information online. so Facebook is an efficient channel to advance the new tea tree concealer. The company will maximum given out 10000 sample tea tree concealer.

Second. the company decides to hold video promotional run. people who have tried to utilize our merchandise can fall in this competition. The users have to do a picture about the feedback from utilizing new tea tree concealer ; the top 10 participants who obtained highest ‘like’ on their picture cartridge holders can win $ 1500 hard currency. In this manner. we enjoy a promotional advantage as participants will portion their picture cartridge holder for one another so that more people will cognize about our merchandise. Besides. the participants can demo a positive experience for the populace. the public can see the positive sides of utilizing the new tea tree concealer.

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Selling Tacticss

The short term and long term’s action program is presented as follow. It shows the different schemes use in different clip.

Short term

Magazine Promotion

Facebook Promotion

Sample

Sponsorship

MTR Advertisement

Discount

1st month

2nd month

3rd month

4th month

5th month

Magazine Promotion

Facebook Promotion

Sample

Sponsorship

MTR Advertisement

Discount

1st month

2nd month

3rd month

4th month

5th month

Long term

Research and Development of New Product

Reappraisal
Video Promotional Campaign
Facebook Promotion

Sample
1st
9th
10th
11th
12th
13th
14th
15th
16th
17th
18th
Calendar months

Research and Development of New Product

Reappraisal
Video Promotional Campaign
Facebook Promotion

Sample
1st
9th
10th
11th
12th
13th
14th
15th
16th
17th
18th
Calendar months

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Selling Budget
| THE BODY SHOP| |
| Statement of Comprehensive Income| |
| ( for the Promotion of Tea Tree Concealer & A ; Men’s Tea Tree Concealer ) | | | | | | | | | | | |
| | | | | | Short Term ( 5 months ) *| | Long Term ( 18 months ) *| | | | | | Note| | HK $ | | HK $ | |
| Sales| | | 1| | 4. 170. 000| | 1. 590. 000| |
| Less: Cost of Goods sold| 2| | 1. 876. 500| | 715. 500| | | Gross Profit| | | | 2. 293. 500| | 874. 500| |
| | | | | | | | | |
| Expenses| | | | | | | | |
| Advertising Expenses| | 3| | ( 520. 000 ) | | -| |
| Samples Expenses| | 4| | ( 646. 350 ) | | ( 238. 500 ) | | | Research and Development Expenses| 5| | -| | ( 400. 000 ) | | | Promotional Booth| | 6| | -| | ( 29. 500 ) | |
| Video Promotional Campaign| 7| | -| | ( 15. 000 ) | | | | | | | | ( 1. 166. 350 ) | | ( 683. 000 ) | |
| | | | | | | | | |
| Net Profit| | | | | 1. 127. 150| | 191. 500| |
| | | | | | | | | |

Statement of Comprehensive Income

*Before holding publicity. the gross revenues is HK $ 3. 750. 000 in 5 months. **Long term’s gross revenues period is 6 months.
Note:
1. Gross saless:
* Short term: HK $ 139 x 30. 000 = HK $ 4. 170. 000
Sold 200 pieces of concealers a twenty-four hours ; sold 30. 000 pieces of concealers in 5 months. * Long term: HK $ 159 x 10. 000 = HK $ 1. 590. 000
Sold 10. 000 pieces of concealers in a half twelvemonth.
2. Cost of Goods sold:
Harmonizing to Prudence construct. the cost of concealer is 45 % of the monetary value. * Short term: HK $ 4. 170. 000 ten 45 % = HK $ 1. 876. 500
* Long term: HK $ 1. 590. 000 ten 45 % = HK $ 715. 500

3. Ad Expenses:
HK $ 1 x 500. 000 + HK $ 20. 000 = HK $ 520. 000
$ 1 /page in magazine ; 50 magazines ; MTR Advertising Expenses HK $ 20. 000/month. 4. Samples Expenses:
The sample size will be the 1/3 of the original size. the cost of the sample besides be the 1/3 of the original cost. * Short term: HK $ 20. 85 ten 31. 000 = HK $ 646. 350
Each sample costs HK $ 20. 85 ( HK $ 139 x 45 % x 1/3 ) ; 31. 000 pieces of sample. * Long term: HK $ 23. 85 ten 10. 000 = HK $ 238. 500
Each sample costs HK $ 23. 85 ( HK $ 159 x 45 % x 1/3 ) ; 10. 000 pieces of sample. 5. Research and Development Expenses:
These disbursals include research information’s cost and develop the Men’s Tea Tree Concealer’s cost. Around cost HK $ 400. 000. 6. Promotional Booth:
HK $ 500 x 59 = HK $ 29. 500
Each shop has a promotional Booth ; It costs around HK $ 500 for each. The Body Shop has 49 shops in Hong Kong. And it has 10 booths as spare. 7. Video Promotional Campaign:
HK $ 1. 500 ten 10 = HK $ 15. 000
Each victor has $ 1500 hard currency. There are 10 victors in entire.
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Decision

In decision. based on the SWOT analysis of Tea Tree Concealer. it mentions that Tea Tree Concealer needs to be more popular and demands to utilize the gender cleavage that to enlarge the market with the men’s market because the demand of men’s cosmetics market is increasing particularly of the concealer. Therefore. the selling aims are to heighten the publicity of Tea Tree Concealer that can increase 5-10 % gross revenues in short term ; and in long term. The Body Shop can develop a Men’s Tea Tree Concealer to fulfill men’s satisfaction of concealer that the concealer can take attention about men’s face tegument.

For the selling schemes. for short term. the organic structure store can utilize publicity tools. such as advertisement in Facebook. beauty magazines and advance following to the MTR escalator. Besides. the organic structure store can give general clients 5-10 % off price reduction for purchasing Tea Tree Concealer. And the VIP can acquire one more price reduction after the new merchandise has got 5-10 % price reduction. Furthermore. The Body Shop can give out the sample for people like and portion the station on The Body Shop’s Facebook page. after that show it to the staff. so they can acquire one sample ; and The Body Shop can hold corporation with Mannings and Watsons. If people consume above $ 150. they can acquire a sample of The Body Shop. For long term. The Body Shop can utilize selling mix ( Product. Price. Topographic point and Promotion ) . to increase the gross revenues of Tea Tree Concealer and to open up the men’s concealer market. a men’s merchandise that calls “Men’s Tea Tree Concealer” . In merchandise scheme. The Body Shop can set in money on Research & A ; Development. to develop the “Men’s Tea Tree Concealer” .

In pricing scheme. Market-Penetration pricing is the company pick on puting monetary value because the tea tree aggregation of The Body Shop is celebrated in Hong Kong but the tea tree concealer is non familiar with the work forces. In publicity scheme. The Body Shop can put up a particular counter in stores. which is the company promotional merchandise. Some sales representative will advance the new merchandise as work forces may experience shy to purchase make-up merchandise so set up a counter is every store help the company to happen some mark. Besides. the company will give out some sample if people click ‘like’ in Facebook fans page and to hold video promotional run. people who have tried to utilize our merchandise can fall in this competition. The users have to do a picture about the feedback from utilizing new tea tree concealer ; the top 10 participants who obtained highest ‘like’ on their picture cartridge holders can win $ 1500 hard currency.

For the selling budget. Statement of Comprehensive Income that it is for the Promotion of Tea Tree Concealer & A ; Men’s Tea Tree Concealer. it shows that it will hold a net income in the terminal of the publicity of Tea Tree Concealer and besides have a net income in develop a Men’s Tea Tree Concealer.

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Bibliography

* The Body Shop ( seen on 20th September 2012 )
hypertext transfer protocol: //www. thebodyshop. com. hk/tc/index. aspx

* The Body Shop – Wikipedia. the free encyclopaedia ( seen on 20th September 2012 ) hypertext transfer protocol: //en. wikipedia. org/wiki/The_Bodyshop

* L’Oreal ( seen on 20th September 2012 )
hypertext transfer protocol: //www. loreal. com/_en/_ww/index. aspx

* L’Oreal – Wikipedia. the free encyclopaedia ( seen on 20th September 2012 ) hypertext transfer protocol: //en. wikipedia. org/wiki/Loreal_Kids

* Oriflame ( seen on 8th November 2012 )
hypertext transfer protocol: //gb. oriflame. com/

* Oriflame – Wikipedia. the free encyclopaedia ( seen on 8th November 2012 ) hypertext transfer protocol: //en. wikipedia. org/wiki/Oriflame

* Jurlique ( seen on 8th November 2012 )
hypertext transfer protocol: //www. jurlique. com/

* Skin Care – Jurlique – Hong Kong ( seen on 8th November 2012 ) hypertext transfer protocol: //www. jurlique. hk/catalog/main. php? cPath=1

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Appendixs

1. Sample of the Questionnaire
Questionnaire on The Body Shop’s Tea Tree Concealer|
Hello. we are pupils of the Hong Kong Institute of Vocational Education
( Morrison Hill ) . we are carry oning a undertaking of Marketing. and is presently carry oning a study about The Body Shop Tea Tree Concealer. All of the information you provide in this questionnaire will non be used for commercial intents. and destroyed at the terminal of the project-based acquisition. 1. What is your personal feeling or sentiment towards “The Body Shop” ? ( 1 is really bad while 5 is really good )

? 1 ? 2 ? 3 ? 4 ? 5
2. Which of the undermentioned vocabularies is/are to depict “The Body Shop” ? ( Can take more than 1 replies )
? popularisation ? with endeavor scruples ? expensive merchandises ? good quality of merchandises ? hapless quality of merchandises
? others:_______________ 3. Have you of all time seen the tea tree concealer of The Body Shop? ? Yes ( travel to oppugn 4 ) ? No ( travel to oppugn 5 ) 4. Have you of all time bought this tea tree concealer before? ? Yes ( travel to oppugn 6 ) ? No ( travel to oppugn 7 ) 5. As our merchandise helps to protect from anti-bacterial and it is an extract perfect to assist deface tegument. Furthermore. it promotes healthy-looking tegument and has antic tegument moisturizing belongingss. The size of the tea tree concealer is 4. 5g which cost $ 139. After cognizing the benefit out merchandise. will you see to purchase it? ? Yes ( travel to oppugn 6 ) ? No ( travel to oppugn 7 ) 6. Why will you take to purchase or see our merchandise? ( Can take more than 1 replies ) ( can take more than 1 pick )

? Price consideration ? maps ? vouchers ? influence by media ? maps of other brand’s merchandises ? Others: _______________ 7. Why won’t you choose to purchase or see our merchandise? ( Can take more than 1 reply ) ( can take more than 1 pick )

? Price consideration ? maps ? Personal feeling ? I don’t do any make-up ? maps of other brand’s merchandises ? Others: _______________ 8. What ways can pull you to purchase our merchandise? ( Can take more than 1 reply ) ( can take more than 1 pick )

? Advertisement ? Discount / voucher ? Sample ? Gift / Present ?
Others: _______________ 9. What is you gender?
? Female ? Male 10. What is your age group?
? 18 or below ? 19-25 ? 26-32 ? 33-39 ? 40 or above 11. What is you business? ? Banking / Finance ? Engineering ? Building / Construction ? Hotel / Tourism ? Education ? Retailing

? Beauty Care ? Others: _______________ ~ Thank You! ! ~|

The company has made an online questionnaire which is relate to this subject. as Cantonese is a common linguistic communication in Hong Kong so the company decided to upload a Cantonese version to the populace. The nexus is as follow: hypertext transfer protocol: //docs. Google. com/spreadsheet/viewform? pli=1 & A ; formkey=dGNfd3ppOXNxc3JTVUVZMUdtdFVIS3c6MQ # gid=0

2. Consequence of the Survey

1. What is your personal feeling or sentiment towards “The Body Shop” ? ( 1 is really bad while 5 is really good )

Before the company asks inquiries about the concealer. some background information about the trade name name is needed. This inquiry ask the interviewees to give Markss on The Body Shop. the mean Markss is 3. 83. about 70 % of interviewees give more than the mean Markss so the Body Shop have a positive image in public.

2. Which of the undermentioned vocabularies is/are to depict “The Body Shop” ? ( Can take more than 1 replies )

As mentioned above. the Body Shop has a positive image so the company would wish to cognize more about the sentiments from the populace. More than 80 % of interviewees responded that the Body Shop is popular is Hong Kong. there are tonss of stores in different parts. 32 % and 52 % of interviewees think the Body Shop run its concern with endeavor scruples and the merchandise quality is high severally. However. 11 % and 4 % of interviewees have negative image
on the Body Shop. they think the merchandises are rather expensive and the quality is non truly good. Therefore. we may see the monetary value while puting for the new tea tree concealer for work forces.

3. Have you of all time seen the tea tree concealer of The Body Shop?

The company should hold some rating meeting on the publicity scheme on tea tree concealer as the about 60 % of them have ne’er seen the tea tree concealer before which can non assist the company to increase gross revenues. Merely 40 % have of all time seen the concealer before. this reflects the publicity is non strong plenty.

4. Have you of all time bought this tea tree concealer before?

There are wholly 59 interviewees responded that they have seen tea tree concealer before but merely 40 of them which is about 70 % have bought earlier. this seems to be a immense figure. However. overall speech production. for all the interviewees. there are merely 29 % of them bought it. This is non a good state of affairs because merely few sums of people have bought earlier.

5. As our merchandise helps to protect from anti-bacterial and it is an extract perfect to assist deface tegument. Furthermore. it promotes healthy-looking tegument and has antic tegument moisturizing belongingss. The size of the tea tree concealer is 4. 5g which cost $ 139. After cognizing the benefit out merchandise. will you see to purchase it?

For another 79 interviewees. 50 of them will see to purchase tea tree concealer. which is 63 % . This means there is higher potency for our market to spread out. It’s because the public don’t know about the advantages of the tea tree merchandise. From this inquiry. we know that our publicity is non strong plenty so we have to better in future. Besides. people may see about the benefit of the merchandise which is an of import component for clients to take.

6. Why will you take to purchase or see our merchandise? ( Can take more
than 1 replies )

For this inquiry. the figure of interviewees have to reply is 90. this inquiry purpose to happen the ground for client to see purchasing our merchandise. 77of the interviewees think that the maps and benefits is really of import. 74 of them think the monetary value is sensible to afford. this means people are see about the quality and monetary value. Furthermore. affected by the other rivals and trade names. people will take to purchase the tea tree concealer from the Body Shop. So when the company decides to develop the new tea tree concealer for work forces. some specific map should be added on in order to pull more people to purchase.

7. Why won’t you choose to purchase or see our merchandise? ( Can take more than 1 reply )

For this inquiry. the figure of interviewees have to reply this inquiry is 48. 25 of them responded they don’t make –up so this group of people is non the company mark. 27 of them think the monetary value is comparatively high which is a disadvantage. besides at that place have to confront the competition from other trade names. so people will impact by other company.

8. What ways can pull you to purchase our merchandise? ( Can take more than 1 reply ) ( can take more than 1 pick )
In order to put the company promotional scheme. this inquiry ask about which ways can pull people to purchase the tea tree concealer. 85 % of them think price reductions and vouchers are really attractive for them to purchase. Furthermore. give out samples is besides a good manner to advance the tea tree concealer. 92 of the interviewees think that gift is rather attractive as they can seek to us our merchandise. If the feedback is good. they will re-buy the company’s merchandise.

9. What is you gender?

For this questionnaire. there are 87 males and 51 females have answered our questionnaire.

10. What is your age group?
About half of the interviewees belong to age between 19 and 25 and 30 % are belong to age between 26 and 32.

11. What is you business?
33 % of the interviewees are pupils who don’t have adequate purchasing power which may impact our consequence a small spot. Furthermore. the staying interviewees are