Marketing Plan

This presentation provides a comprehensive marketing plan for Star Brightening, a new cosmetic business in the UK market. It includes background information, SWOT analysis, SMART marketing objectives, market segmentation, targeting and positioning, comparison of marketing mix, implementation plan, and conclusion.

Marketing Plan

Table Of Content
• Introduction
• Background of business and rationale
• SWOT Analysis
• SMART Marketing Objectives
• Market Segmentation, targeting and positioning
• Comparison of marketing mix
• Implementation of plan
• Conclusion
• References

Introduction
A marketing plan is comprehensive document or blue print that
highlight and promoting and marketing efforts for future period of
time. The project based on the new opening business of “Star
Brightening” that produce cream for men and women. To enter into
the UK market and establish in effective manner prepare a
marketing plan for the loan.

Background And Rationale
Company overview: Star Brightening is a marketing organisation
providing cosmetic products of various companies. Its business is
operated through other business that are established in UK. The
company has introduce its own Cosmetic products. The rationale of
the business to provide natural products to people that help to get
glow easily in daily routine life. The main agenda of the
organisation to get success for longer period of time.

SWOT Analysis
SWOT analysis is a structure that apply by the organisation to analysis
inner activities regarding to competition and get position to build up
strategic planning.

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Strength:
 Product Quality: The company provide each product into standard
quality that attract to customer for the company and they willingly
pay amount of the products.
 Good marketing: To compete with the other organisation require to
promote their products in effective manner in the cosmetic industry.

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Weakness:
New entrance: It is a small type business that enter into the cosmetic
sector to provide different cosmetic products specific cream. But in
this sector already many companies are dealing in this. So it is
typical to provide competition to already existing organisation.

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Opportunities:
Increase in the number of working women: In this sector company
recruit most of the women who is working efficiently and have
knowledge about women taste and preference so according to that
they provide new ideas to organisation.

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Threat:
Competition: In present time continuous increasing competition that
impact on the performance due to present different brands such as
Loreal, Lakme etc.
Negative publicity: Most of the beauty products criticise for the
chemical content in the cream which is harmful for the skin. So bad
image in the market fall down market share and present bad image
in front of the population in the UK market.

SMART Marketing Objectives
Smart objective: Introducing an anti-ageing cream in the coming year
that will provide new business segment to the company and also
enhance profits up to 20%.

Market Segmentation, Positioning
and Targeting
Segmentation - Star Brightening will use geographical segment to
specify market on the basis of location of the targeted consumers.
Targeting – Star Brightening organisation is introducing product for
both men and women above age of 35 years.
Positioning - For establishing the new product offered by Star
Brightening organisation company can use online marketing.

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Comparison Of Marketing Mix
Marketing mix: It is defined as a set of actions that use by the most of
the organisation to know about their position in the market and used
to differentiate and enhance the image of product. There is compare
of Star Brightening with MAC Cosmetic.

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Basis Beauty Giant MAC Cosmetic
Product It is referred to the goods and services that
is offered to the consumers for sale which
will help in satisfying their wants. Product
that is offered by Star Brightening
possess a unique feature that reduces
ageing among male and females. The
products of new cosmetic is one of its type
among the market. This makes products
offered by Star Brightening unique from
others competitors and gives them
competitive advantage in the market.
MAC cosmetic recognised all over the world for
quality of its products offered. A market
improvement in firmness and smoothness of skin as
well as wrinkle reduction after using MAC
cosmetic. Company deals in large variety of
products that leads to attract large number of
consumers with different desires. As per marketing
mix this can be seen that large variety products for
skin care make it more competitive to the
consumers.

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Place The company select right place where
available huge customers on right time. As
Star Brightening is new company in market
that carry out various cosmetic products that
will gives competitive advantage through
already established channel of distribution for
selling products in market.
MAC cosmetics started its journey through a
departmental store in Toronto and with the time spread
all over the world. In 1990 it had 100 of stores but in
the current scenario company owns thousand
independent outlets spread all over seventy countries.
MAC cosmetics does not offer its products via
unauthorised retailers or independent boutiques. At
MAC stores well-trained staff provides make-up
lessons and also company offers consultation services
that can be booked via phone. Availability of MAC is
quite restricted and this make it less competitive then
Beauty Giant company in terms of availability.

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Price Price which is set by the organization
regarding to their products and services
effectively and attract customers to
purchase their products. As product offered
by Star Brightening organisation is their
first introduction and to get established in
the market for their unique cream
penetration pricing policy of charging low
price at initial stage will be recommended.
MAC cosmetic have niche following in fashion and
retail market. The company has diversified its target
consumers to include to include consumers from
consumer market. MAC cosmetics has been able to
create a solid brand image which gives it competitive
advantage. When a new range of cosmetic is
introduced by company skimming pricing policy is
adopted by the business. As high price is charged for
the product offered at its initial stage will not affect
sales of MAC company as already brand name is
established in the market.

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Promotion Every organisation can select effective
channels for the promotion that
influence to people to know about their
products and purchase it. Promotions of
cosmetic products offered by Star
Brightening company will be done
through personal selling and sales
promotion schemes.
MAC cosmetics has created its name all over the
world by working with professionals in the
fashion industry. Promotions of MAC is heavily
depends on mouth publicity as users highly
appreciate quality of the product. Endorsements
from celebrities have helped MAC cosmetics in
reaching new heights. Collaborations with
famous personalities and setting up funds as
MAC Aids Fund helps acts as promotional tools
for business

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People To know and target to customer regarding
to product conduct market research and
know about them. Eventually life style and
demography of the people search out about
the products and suitable according to their
life. As Star Brightening is introducing its
own product for the first time all the
employees will have new experience.
Employees in MAC cosmetics is working for years
and they are highly skilled and experienced which
will help company to gain competitive advantage by
serving consumers with best quality products.

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Physical evidence The business consist of few products and
services in physical elements. Star
Brightening introduces “Forever Young” in
attractive packaging and all the necessary
information printed on packaging. This will
help consumers at the time of making buying
decision in favour of Beauty Giant.
MAC cosmetic is already established business
organisation focusing on improving life cycle of the
product packaging. Large number of consumers group
gets attracted for eco friendly packaging of products
offered.

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Process The wellness business should be health
and happiness atmosphere. There is
mainly concentrate on the robust model to
rely on. Star Brightening follow direct
distribution without involving large
channel.
MAC cosmetics deals with its authorised stores and
at some online sites products are available to
deliver to large consumer group.

Implementation Of Plan
To launch the product in the market required to apply a perfect plan
that help to effectively introduce the products and services in front
of customers. It is a last stage where apply the plan after all the
analysis and create a budget. There is required to follow specific
step to launch the Star Brightening

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Evaluate the business yourself: When a organisation its products in
market so it is required to assess the business activities.
Evaluate the market: Before introduce to company in UK market
required to analysis present situation of the market

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Research the competition: After the market research require to know
about competition who create problem in potential market regarding
to product.
Identify target market: In addition to knowing the competition then
required to know about the target customer

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Develop marketing strategies: To get success at the promotional time
required to develop effective marketing strategies that helpful to
achieve all the targets.
Start promotion early: To introduce the organisation on particular day
so for this require to promote their products early as a result after
opening people curious about the products and increase sales

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Pre launch trial is essential: Before the launch of the Star Brightening
require to give products as free sample for trial and people know
about the product.
Expert reviews: After the free trial required to take reviews from that
expert regarding to products and services and where is required to
apply the modification to get success after the launch.

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To promote the products in effective manner required to prepare
promotional budget where defined all the amounts that spend in the
promotion. There are presented promotional budget:
Promotional Budget
PARTICULARS Ist Year IInd Year IIIrd Year
Initial money 4000 7400 12200
Investment 8300 11500 23930
TOTAL 12300 18900 36130

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Marketing Outlay
Promotion 4646 2559 4693
Sales publicity 1365 800 2452
Direct selling 3135 1800 4751
TOTAL 9146 4159 11896

Conclusion
From the above project report it has been concluded that marketing
serves a very important role in introducing a new product and
service in the market.

REFERNCES
Aghazadeh, H., 2015. Strategic marketing management: Achieving
superior business performance through intelligent marketing
strategy. Procedia-Social and Behavioral Sciences. 207. pp.125-
134.
Baker, M. A. and Magnini, V. P., 2016. The evolution of services
marketing, hospitality marketing and building the constituency
model for hospitality marketing. International Journal of
Contemporary Hospitality Management. 28(8). pp.1510-1534.
Desai, S. S., 2013. An Analysis of the Competitive Marketing
Strategies of the Hospitality Industry in UAE. IUP Journal of
Management Research. 12(1).

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