3. Industry Overview
Personal Care Products Manufacturing Industry
The industry generates revenue of $250B annually according to the
PCPC, with the BRIC countries emerging as top producers.
The US industry is made up of about 850 companies with a total
revenue of about $42B.
Opportunities
People are more concern about chemical safety and are now
looking for more organic and natural products.
Exports and Internet sales are also showing a substantial growth.
Our Competition
Currently the prestige brands dominating the market are Estee
Lauder, Clinique, Lancôme and Chanel.
6. Target Audience
Age: 22-35
Status: Young professional
Socio-economic status: High Income
Lifestyle: Healthy and active
Interests: Concerned about her appearance; Follows trends and styles;
Looks for premium products;
Likes to shop online, [Tech Savvy]
Personality: Charming, elegant, adventurous and outgoing
7. Competitor Analysis
Fashion , Jewellery, Perfumes and Cosmetics
$300-$8,000
Brand Awareness:
Fashion Shows, Celebrity Endorsements
Launching Events, TV commercials and
magazines.
Customer Relationships:
Special Events, Blogs, Forum, Website
«Chanel Club» for high-margin customers with
exclusive invitations, private sales, and boutique
openings.
11. Fashion events
Paper and online
magazines
Celebrities
VIP Treatments &
Club Membership
Facebook
YouTube
Twitter
Blog
LinkedIn
Pinterest
Google+
Official Website
Official Forum
Official Blog
SEO
Google Adwords
Mobile Commerce
App
Mobile Ads
Social
Communities
Interactive
content
Marketing Strategy
13. • Ana reads a “Vogue” magazine, where she sees a picture of
a make up model. Below the picture, she read that the
photo session was sponsored by Premier Cosmetics.
• While reading the magazine, Ana uses her smartphone to
google “trendy cosmetics”.
• The result shows a paid search ad for Premier Cosmetics.
She also sees Online Magazines and Cosmetics Social
Media in the same search.
• She opens the page of an Online Magazine to read an article about new cosmetics products
and, while there, she notices a link to a YouTube video of a fashion event in the end of which
Premier Cosmetics receives a special thanks for the sponsorship.
• Ana googles “Premier Cosmetics” and finds a link to the official website and social media
pages.
• She goes to the Facebook fan page of Premier Cosmetics to read some comments and view the
content. She sees the link to the Premier Cosmetics official webpage and clicks on it.
• She enters the webpage and views the content. While clicking on a second page on the website,
a pop-up appears and suggests Ana to become a Premier Club member and download the
Premier mobile app.
• Ana subscribes and downloads the app.
Customer Touch Points
14. The paid ads are linked to
specific keywords that are
regularly monitored.
Different versions of the ad are
tested. CTR and Conversion
Rate are monitored.
The landing pages are chosen
accordingly to the product
searched.
Paid Ad
Test Budget of $1,000 to $2,000 per month
15. YouTube Channel
Videos feauturing product-related content are uploaded periodically
Tutorials and How-to Videos are also shared [i.e. «How to apply Liquid Eyeliner»]
Users are encourage to share their opinions and personal experience
16. Brand to Customer
to Brand
conversations
Customer to
Customer
conversations
Product and Brand
content
Facebook Page
Monitor Interactions
Increase Brand
Awareness and User
Engagement
21. Marketing
Initiative
The «Essence of Nature»
Campaign focuses on a
specific cosmetics line
that is composed of
ingredients of natural
origin.
These natural organic
products are 35% more
expensive than traditional
ones.
The colors will be chosen
following the trends for
Spring 2015.
25. • CHANEL, (2015). CHANEL Official Website: Fashion, Fragrance, Beauty, Watches, Fine Jewelry. [online] Available at:
http://www.chanel.com/en_US/
• "Mobile App Development - How Much Do You Need to Spend to Develop an Mobile App?" Mobile App
Development - How Much Do You Need to Spend to Develop an Mobile App? 22 Aug. 2014. http://tech.co/cost-
outsource-app-development-india-2014-08
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how-much-does-a-website-cost/
• "How Much Should Your Company Invest In Digital Marketing?" Business 2 Community. Web.
http://www.business2community.com/digital-marketing/much-company-invest-digital-marketing-01022338
• "Keyword Performance." Keyword Performance. Web. http://www.klipfolio.com/resources/kpi-
examples/marketing/keyword-performance
• "Purchase Funnel." Purchase Funnel. Web. http://www.klipfolio.com/resources/kpi-
examples/marketing/purchase-funnel
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interactions
• "Quora." How Much Do US Companies Spend Annually on Social Media Marketing Campaigns? Web.
http://www.quora.com/How-much-do-US-companies-spend-annually-on-social-media-marketing-
campaigns
Bibliography
26. • "How Much Can You Spend On Social Media?" How Much Can You Spend On Social Media? Web.
http://www.gtms-inc.com/How-Much-Can-You-Spend-On-Social-Media_ep_188.html
• "What Percentage of Gross Revenue Should Be Used for Marketing & Advertising?" Small Business. Web.
http://smallbusiness.chron.com/percentage-gross-revenue-should-used-marketing-advertising-55928.html
• First Research, Industry Profile: «Personal Care Products Manufacturing» (2015)
• "Woman Love Flower." 7 Themes. 7 Themes. Web. 19 Jan. 2015. <http://7-themes.com/6961887-woman-love-
flower.html>.
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• "Makeup Tutorial For You." Makeup Tutorial For You. 15 Oct. 2014. Web. 19 Jan. 2015.
<http://www.makeuptutorialforyou.com/up-and-up-makeup-brushes/>.
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<http://www.parker.events/professional-uae-event-management-services/fashion-show-production/>.
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<http://www.pinterest.com/tguevara/anna-dittmann/>.
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<http://www.prosafe.org/index.php?option=com_content&view=article&id=57&Itemid=605>.
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season/downloads/>.
Bibliography
Hinweis der Redaktion
Official website and social media groups:
Interactive, call to action, web site with product info.
Fashion and beauty related content
Subscription and club membership
Heavy-Up Strategy:
Building Brand Awareness
Capitalizing on the growth of Natural Organic Cosmetics
Seasonality is a major factor in the cosmetics industry: Sales are higher in the first half of the year.
Focus on the US market: Forecast to grow at a annual compounded rate of 5% between 2014 and 2018.