...(Note to USER: please rename company if you use this; ALSO NOTE: instructor had us leave in his quideline questions; those need to be edited out.) Cosmic Cosmetics Marketing Plan Cosmic Cosmetics: Reaching for The Stars Analyses and forecast of the first year of sales for an independent cosmetics company aimed toward a collectible cosmetics niche market, and focusing on an astrology theme. | 1.0 Executive Summary ~ The Executive Summary appears at the beginning of the paper, but is written last. This introductory section is the hook to grab the reader's interest. This section should summarize your plan with enough information to convince the reader to keep reading. If you were showing this plan to an investor, this section may be the key to your success. …excellent, to the point summary…should have year 1 sales in here. People want to be beautiful on the inside and the outside. The quest for outer beauty has driven the cosmetics into a multi-billion dollar industry, and the number of product and manufacturers in this competitive field are numerous. What all the existing cosmetics companies lack is the ability to make consumers feel beautiful on the inside, too. Cosmic Cosmetics is a new line of color makeup products with a goal: to make consumers feel special and unique on the inside while they make themselves feel beautiful and unique on the outside through color and glitter. Since Astrology is the art of defining people’s unique personality traits...
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...Jessica Wang, Jana Levin, Jackie D’Aquila, David Sit CM 447 Coursework 2 26/04/13 I. OVERVIEW For decades, Avon has been an iconic brand for its unique business model, active service to the community, and success as a global name. However, since 2008, Avon’s profits have been falling significantly due to a failure to adapt to changes in the macroenvironment. For example, the recent growth of technology has influenced the way that consumers are buying beauty products. Direct selling has decreased in popularity due to increases channels of distribution, and more consumers turning to the Internet to make cosmetics purchases. Yet, Avon remains behind other major beauty companies like L’Oreal and Unilever in terms of online presence. The combination of these factors has reduced the demand for Avon products and decreased the amount of women, who are interested in selling them. In response to their falling sales, Avon has adapted a penetration strategy that involves brand extensions to men’s personal care, teen cosmetics, and natural skincare products. In addition, Avon has extended its distribution to outlets to mall kiosks and larger retail stores. This diversification in product selection and sales has left Avon with a lack of focus that has left employees spreading their efforts too thin and consumers questioning its brand identity. Lastly, Avon’s success in the 1960s and 1970s was mostly among stay-at-home suburban mums, and the lack of sustained advertising...
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.................................................................................................................. 1 Internet Retailing Trends .......................................................................................................... 2 Chart 1 Global Internet Sales by Category 2013....................................................... 2 Behaviour and Characteristics of Online Shoppers .................................................................. 3 Retailer Strategies .................................................................................................................... 4 Outlook ..................................................................................................................................... 6 Summary 1 Opportunities and Threats to Retailers ......................................................... 6 Introduction................................................................................................................................... 7 A New Way of Shopping ........................................................................................................... 7 Definitions ................................................................................................................................. 8 Key Growth Drivers ...................................................................................................................... 8 Expansion of the Internet...
Words: 44028 - Pages: 177
.................................................................................................................. 1 Internet Retailing Trends .......................................................................................................... 2 Chart 1 Global Internet Sales by Category 2013....................................................... 2 Behaviour and Characteristics of Online Shoppers .................................................................. 3 Retailer Strategies .................................................................................................................... 4 Outlook ..................................................................................................................................... 6 Summary 1 Opportunities and Threats to Retailers ......................................................... 6 Introduction................................................................................................................................... 7 A New Way of Shopping ........................................................................................................... 7 Definitions ................................................................................................................................. 8 Key Growth Drivers ...................................................................................................................... 8 Expansion of the Internet...
Words: 44028 - Pages: 177
