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marketing plan for Inglot Cosmetics- from Poland to Turkey

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marketing plan for Inglot Cosmetics- from Poland to Turkey

  1. 1. MEHMET DUMAN BUSRA YILMAZ
  2. 2. Founded over 30 years ago in a small town of Przemyśl, INGLOT Cosmetics is now one of the world’s leading manufacturers in colour cosmetics. INGLOT currently has a presence at all major beauty happenings and events around the globe, from the runways of Fashion Week to the stages and sets of TV and Broadway musicals. The international expansion began in 2006 with the opening of the first franchise in Montreal, Canada. Fast growth and development of the company soon resulted in becoming available in 57 countries on six continents. At the moment INGLOT can be found at over 450 boutique stores, stands and retail locations internationally. INGLOT succeeded in combining the latest scientific technology with intense and vibrant colours. Every product consists of high-quality ingredients and is being sold at fair prices. All INGLOT cosmetics are produced within the European union and 95% of them are manufactured in INGLOT's own state of the art facilities.
  3. 3. A wide range of colours and an impressive variety of products is something that makes INGLOT stand out of the crowd. The range consists of over 1,500 colours with over 450 ways to improve your lips, 600 ways to enhance your eyes, and over 300 ways to portray your face, while the extremely rich collection of nail polishes consists of up to 400 shades INGLOT constantly cooperates with world- renowned makeup artists and colour consultants to bring the latest colour, texture and form to the market.
  4. 4. MISSION • We are dedicated to producing high quality products at fair and reasonable price, using only the best possible ingredients and raw materials. • Protect our planet •Against animal testing •Support community trade •Defend human rights
  5. 5. MARKETING PLAN(4P) Products: Face :Under makeup Base Concealer Foundation Powder Blush Freedom System: Removers Eyelashes Eyelash Curler Makeup Cases Cosmetic Bags Nail Accessories Foot Accessories Applicator Professional Tweezer Brush Cleanser Mirror
  6. 6. Eyes: Eye Shadow Eyeliner Brow Mascara Lips :Lipstick Lip Paint Lip Gloss Lipliner Nails:Nail Treatment Nail Enamel Nail Art Enamel Dry & Shine Hand & Nail Butter Nail Enamel Remover Nail Polish Corrector
  7. 7. PRICE LIST 20 PLN 29 TL 19 TL22 PLN 25 TL30 PLN 33 TL32 PLN
  8. 8. 29 PLN 33 TL 27 PLN 39 TL 26 PLN 47 TL30 tl25 PLN
  9. 9. PLACE We are entering the new market and there is something to do. Question is ’’ what is the best way for the distributing?’’ We have a product and we would like to be shareholder in the market. We must establish good distrubuting channels. Firstly we can establish branch system for the places which are selling cosmetic products. We will need a warehouses in Istanbul, Ankara, Izmir and Antalya. They are cities which are the most crowded in Turkey. And Turkey has a developed cargo system so we can easily transfer to another cities of Turkey from these places. Also we will establish a web site which will involve every detail and kind of our product and we desire to reach all of the people in Turkey by the this way.
  10. 10. Also, we think to attend some international and domestic organization such as İzmir International Fair ( during 10 days), Istanbul Beauty & Care Fairs (4 times per year) and Ankara Shopping Fest(almost 1 month). These organizations are aroused interest by foreign investors ,turists and native people so these organizations can help us to reach the people easily.
  11. 11.  It is important to keep our product in market. Internet and television is the common communication tools. We belive that Inglot will succeed at cosmetic sector in Turkey thank to tradition and many years of experience in cosmetic production.We must have an advertisement in the beginning in this way we are easily accessible to everyone. Also , we desire to reach to our costumer by using catalog .  On the other hand we should apply discount on special days (valentine day, mother’s day etc.)
  12. 12.  Print Advertising: Magazines such as Elle, Cosmopolitan Hey Girl  Digital Adv.: e-mail marketing:in the from of attractive e-brochures to the prospective clients. social media marketing: facebook application which would enable users to share various nail polish design using their own pictures and also contest on Instagram is a great way for communication.  Saloon owners meet: The Inglot team should organise a meet for the owners of big saloons. After the meeting should give VIP discount card in this way they can use our products at their saloon.  Bilboard in almost all Metropolitan as well as Cosmopolitan cities.  Word of mouth - the best form of advertising because 70% of consumers trust peer recommendations and only 18% trust advertisements. Flyers distribution to get recommendations – to get a positive effect on the business. Encourage people to talk about us.
  13. 13. The strong points of the Inglot :  Tradition and many years of experience in cosmetics production  Top world-class quality of the products  A complex production basis with access to qualified staff  A complex scientific base and growing investments in research and development  The Inglot’s producers’ long experience on international markets  Experience in contractual production  Flexibility and the ability to adapt  Highly-developed company of industry supporting the production of cosmetics
  14. 14.  The sales are slow moving because of decreased consumer spending.  Not fully effective communication and management of tasks and connections between the numerous divisions of the company  Women are scared of taking risks and letting go of their traditional and previously used products. So much more work and effort should be put in the advertising department.
  15. 15.  The company covers the needs of women of all ages and all social classes.  Inovation  Product and services expansion  The increase in the focus and importance of beauty care in the Turkey.
  16. 16.  Competition  Price wars  Saturation of market  Market leaders that dominate the cosmetic industry.
  17. 17. Political Analysis, Turkey has a free market economy and also it is possible directly foreign investment in Turkey. On the other hand, it is important that stability in Turkey is so good situation , however developing economy shows us that Turkey is one of the most convenient countries to invest today’s world.
  18. 18. Economic Factors, Let’s reseach the trade relations between Turkey and Poland and information about Poland’s cosmetic import . You can see the information about import, export, balance and volume year to year in the below table between Turkey and Poland.
  19. 19. YEARS IMPORT EXPORT BALANCE VOLUME 2006 1.060 1.437 -377 2497 2007 1.436 1.646 -210 3082 2008 1.587 1,978 -391 3565 2009 1.322 1,817 -495 3139 2010 1,504 2,621 -1117 4125 2011 1.758 3.496 -1738 5254 2012 1.854 3.058 -1204 4912 You can see the increase in developing trade volume between Turkey and Poland. During six years trade volume increaced from 2.500 to 5000.
  20. 20. As is seen that share of import to Turkey is one of the lowest amount among these countries so our target is to increase the this low share of Turkey and to contribute the Poland’s import volume.
  21. 21. Social-culturel factors Turkey’s population is approximately 76 million now and as is seen in the table structure of Turkey’s population is so young. If we mention about the population of sex, population of female is approximately 38 million and 19 million of it is between 14 -45 years old. Population of male is almost same. As is seen, Turkey is so suitable market for cosmetic sector and we belive that we will succeed at this market with Tradition and many years of experience in cosmetics production Social-culturel factors Turkey’s population is approximately 76 million now and as is seen in the table structure of Turkey’s population is so young. If we mention about the population of sex, population of female is approximately 38 million and 19 million of it is between 14 -45 years old. Population of male is almost same. As is seen, Turkey is so suitable market for cosmetic sector and we belive that we will succeed at this market with tradition and many years of experience in cosmetics production
  22. 22. Technological factors, Today’s world internet is very common tool and we can use it for everything.We can establish web site for product and make a online sell for part of Turkey.Our product should produce in a healthy environment so we need a technology.We can determine quality and realibility.
  23. 23.  Sustainable/green packaging  Recycling/disposal of by-products  Concern for deforestation
  24. 24.  New chemical legislation in the EU: from 2008 chemicals imported into Europe in amounts at 1 tonne per year (including mixtures) will need to be registered with anew European Chemical Agency (ECHA) in Helsinki.  Ban on the sale and marketing of animal-tested cosmetic products through out the EU from March 2009. SOURCE : Health and Safety
  25. 25. Why Turkey?
  26. 26. 10 Reason to Invest in Turkey 1-Successful Economy :  Booming economy; more than tripling its GDP, reaching USD 786 billion in 2012, up from USD 231 billion in 2002  Stable economic growth with an average annual real GDP growth rate of 5 percent over the past decade.  16th largest economy in the world and 6th largest economy compared with the EU in 2012 2-Population  A population of 76 million  Largest youth population compared with the EU  Half the population under the age 30.1  Young, dynamic, well-educated and multi-cultural population
  27. 27. 3-Liberal and reformist investment climate 4- Centrally located 5- Qualified and compatitive labor force 6-Infrastructure 7- Low taxes and incentives 8- Energy corridor and termınal of Europe 9- Customs Union wıth the EU since 1996 10- Large domestic market
  28. 28. In the period of 1950-1960 being the first step of industrialization process of Turkey, the sector activities have first started with the efforts of foreign investors or multinationals aimed at penetration into the Turkish market with their products, and the sector mainly dominated by import goods at the beginning has gradually proceeded towards the local industry. However, the dependence on foreign sources for active ingredients or raw materials has continued till date and is still continuing. -Thanks to its continuously improving R&D and production abilities, Turkish cosmetics sector has being gained a considerable competitive power. Optimal quality and cost alternatives are provided by the sector both for domestic and foreign buyers Cosmetic sector in Turkey In the period of 1950-1960 being the first step of industrialization process of Turkey, the sector activities have first started with the efforts of foreign investors or multinationals aimed at penetration into the Turkish market with their products, and the sector mainly dominated by import goods at the beginning has gradually proceeded towards the local industry. However, the dependence on foreign sources for active ingredients or raw materials has continued till date and is still continuing. -Thanks to its continuously improving R&D and production abilities, Turkish cosmetics sector has being gained a considerable competitive power. Optimal quality and cost alternatives are provided by the sector both for domestic and foreign buyers
  29. 29. Market strategy Although the cosmetic market in Turkey as known to be large but we have to do market research to learn that if conducted to determine whether that market would be suitable for our products. Also we have to find the right price strategy for our products. Having identified the product range and its acceptability to Turkish consumers it was then possible for our company to forecast the potential sales which could be achieved in Turkey. This information, together with estimates of the costs involved in setting up and running the manufacturing operation, enabled the company to determine that the project is financially viable. That will show us how much financial resources we need for this investment.

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