Marketing Communications: Promotional Plan for Mr. Williams

This report outlines a comprehensive marketing communications promotional plan for Bars Cosmetics, focusing on strategies to enhance customer engagement and brand awareness. The plan encompasses several key areas, including an executive summary, communication strategies, creative approaches for advertisements, media planning and objectives, promotional tactics, and an evaluation framework. The report emphasizes the importance of understanding the target audience, which consists of women aged 10-45 in urban areas, and highlights the competitive landscape, specifically Maybelline and L’Oreal. The plan incorporates a skeletal budget, communication strategies involving social media, print, and radio, and creative elements such as a sample advertisement for a new eye shadow product. It also details media objectives like combo offers, product return policies, and brand sponsorships. Furthermore, the report emphasizes promotional tactics, including market research, search engine optimization, and customer data protection, along with a detailed evaluation plan involving stakeholder meetings, surveys, and budget revisions. The report aims to guide Bars Cosmetics in effectively reaching its target market and achieving its marketing goals.

Running head: MARKETING COMMUNICATIONS
Promotional plan for Mr. Williams
Name of the student:
Name of the university:
Author note:

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MARKETING COMMUNICATIONS
Executive Summary
Communication enhances the stability in the relationship between the buyers and the sellers.
However, oriental approach in the execution of the marketing activities proves beneficial in
terms of achieving large scale customer satisfaction. Herein lays the effectiveness of planning.
The typical components of planning are- rationale behind planning; target audience, objectives,
marketing mix and budget. Organizing meetings with the senior managers, board panel,
stakeholders and shareholders proves beneficial for the personnel of Bars cosmetics. This is in
terms of evaluating the effectiveness, appropriateness and feasibility of the developed plans.
Maintaining consistency in evaluation would upgrade the standards and quality of the marketing
activities. This upgradation possesses flexibility for gaining trust, loyalty and dependence from
large number of customers.

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Table of Contents
Overview of the first assignment.....................................................................................................3
Skeletal budget.................................................................................................................................4
Communication strategy..................................................................................................................4
Creative strategy and draft advertisement.......................................................................................5
Media plan and objectives...............................................................................................................7
Promotional strategy and tactics......................................................................................................8
Evaluation plan................................................................................................................................9
Conclusion.....................................................................................................................................11
Appendices....................................................................................................................................13
Appendix 1.................................................................................................................................13
Appendix 2.................................................................................................................................14
Appendix 3.................................................................................................................................15
References..................................................................................................................................15

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Overview of the first assignment
The first assignment enhanced the clarity of the readers regarding the marketing of
cosmetic brands like Bars Cosmetics. Focusing on the women between the age group of 10-45
years, living in the urban areas, proves beneficial in terms of making profit, as the women of
these age group are financial stability and are conscious towards maintaining a flawless and
glowing skin. In comparison to the other brands like Rose Shine and Beauty, Bars Cosmetics
have achieved large-scale customer satisfaction by catering to the specific tastes and preferences.
The major drive behind this is the low cost price of the products and exportation to the customers
of the neighboring countries1. Comparison of the prices with the prices of online products,
through partnerships assists these cosmetic brands to increase the trafficking of the audience to
the brand image. Executing market research regarding the needs of the customers makes the
personnel of the cosmetic brands aware of their buying behavior. This awareness enables them to
produce the cosmetics according to the needs, demands and requirements specified by the
customers2.
In this assignment, the competitors of Bars Cosmetics are Maybelline and L’Oreal. The
basis of this competition is the channels, which would increase the profit margin. Minimal use of
chemicals in the cosmetic products is one of the greatest strengths of Bars Cosmetics. Absence of
1 GIOKO, SYLVIA MUKENYI. "GLOBAL MARKETING MIX STRATEGIES, PRODUCT, PRICING,
CHANNEL, PROMOTION, SERVICE AND NEGOTIATION." Strategic Journal of Business & Change
Management 2.1 (2015)
2 Van der Walt, Adriaan. "The effect of labour legislation in the promotion and integration of persons with
disabilities in the labour market." Obiter 35.3 (2014): 506-538.

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MARKETING COMMUNICATIONS
returning the defective products, once purchased, is a weak point. Advertising the use of natural
ingredients, in the products, acts as an opportunity for the brand in terms of attracting large
number of customers. Negligence in adopting social media marketing would pose as an obstacle
for Bars cosmetics in terms of expanding the scope and arena of the business.
Skeletal budget
(Refer to Appendix 1)
Communication strategy
Communication is a crucial aspect between the buyers and sellers. The common form of
this communication is advertising the newly launched products to the customers. Taking the help
of the social media and the official website would enable the personnel of Bars cosmetics to
reach a large number of customers. Here, consultation with Mr Williams would prove beneficial
in terms of gaining knowledge about the channels, which would increase the profit margin.
Herein lays the effectiveness of the market research3. Sending the pictures and details of the
newly launched products to Mr. Williams would make the Bars cosmetics personnel aware of
whether these specifications can be launched on the official website and the social networking
sites.
The means of television, newspaper and radio can also be considered. Advertising the
newly launched cosmetic products on the daily newspapers would inform a large number of
customers about the recent products launched. Advertising the products on the commercials in
between the television programs would attract the women towards the cosmetic products. This is
3 Cascio, Wayne. Managing human resources. McGraw-Hill Education, 2018.

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because the women are the ones, who spend most of their time in watching television 4. Apart
from this, distribution of pamphlets about the products launched along with their images and the
details would also be an effective means of communication between the Bars Cosmetic
personnel and the customers in Australia.
Adverting during the radio jingles would also be an innovative communication means.
Most of the women, especially in Australia love to listen to songs on radio. Advertising about the
benefits of newly launched products would generate an urge among the women customers
regarding trying the products.
However, a strategic approach needs to be followed for communicating with the
customers. For this, the specialists like Mr. Williams need to be consulted and involved in
meetings. Along with this, the stakeholders and shareholders are also to be involved in the
meetings for planning the ways and means to progress with the developed strategies. Taking the
help of charts, graphs and tables would enhance the visual awareness of the staffs regarding the
execution of the business activities in an efficient and effective manner.
Creative strategy and draft advertisement
Creativity and innovation are the two crucial aspects for attracting large number of
customers. Consciousness towards the traditional and core values, for bringing innovation in the
approach towards the allocated tasks, enhances the personality of the personnel. This
consciousness is an example of strategic approach. Apart from this, holding meeting with the
4 Newscred.com. (2017).
https://www.newscred.com/wp-content/themes/newscred/assets/downloads/guide/
NewsCred_Beauty_Brands.pdf [Accessed 13 Dec. 2017].

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senior managers and the board panel would enhance the awareness of the Bars cosmetics
personnel about the appropriateness of the developed strategies. For involving the members of
the Board panel, stakeholders and shareholders, prior permission needs to be taken. Only after
the appointment, the meeting can be arranged. Apart from this, drafts of the developed strategies
can be sent to the managers and the board panel for their signed approvals. The signed approvals
of the drafts would act as a green signal for the staffs to initiate the allocated duties and
responsibilities.
Innovations within the strategies can be interviewing some of the customers regarding
their preferences towards the cosmetic products. This also requires prior permission from the
managers. Herein, the sales persons need to avert asking questions, which hurt the individual
sentiments of the customers. Typical examples of this are the racial questions, which connotes
disobedience towards the religious stereotypes. This type of data collection is applicable for the
promotion of the cosmetic products. The following is a sample advertising, which can be used
for promotion.

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Media plan and objectives
Media is one such source, possessing direct relationship with the promotion of the
products. Advertisements in the newspapers, television and radio reflect the role of media in
disseminating the information of the newly launched products to the customers. However, these
media projections need to be done strategically for the achievement of best results. Making plans
regarding the partnership with media personnel would help the personnel of the Bars cosmetics.
In the process of planning, objectives need to be developed for exposing a proper approach
towards marketing. The following objectives can be helpful:
 To advertise the combo offers- brushes along with the eye shadows and foundations
 To launch a scheme for returning the defective products within 2 days of purchase
 To enhance the brand image through sponsorships
Blend your eye
shadow like a
Introducing Peach
smoothie eye shadow:
 Smudgeproof
definition to the eyes
 Makes eyes look
large
 Gives depth and
dimension to the
eyes

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MARKETING COMMUNICATIONS
 To generate a scheme for initiating the manufacture of the cosmetic products well in
advance for averting the delivery delays due to bad weather
 To introduce spacious storage facilities for the manufactured cosmetics
Meetings need to be held with the media personnel, informing them about the objectives.
After receiving these objectives, it is the responsibility of the media personnel to research the
channels through which these objectives would be fulfilled. In this, contacting the proprietors
would provide the cosmetic brand a space for storage. Herein lays the appropriateness of
advertisement in the classifieds. This type of advertisements would help the personnel to gain
knowledge about the programs and events, investing in which would escalate the profit margin.
Advertising the combo offers, brushes with the makeup products would reduce the worries of
the customers regarding the purchase of brushes separately. Introduction of the returning policies
would also be fulfilled if the media personnel are contacted. This can be mentioned within the
advertisement of the products.
Promotional strategy and tactics
Tactfulness in the execution of the allocated duties and responsibilities enhances the
personality of the brand personnel in terms of creativity and innovation. However, rationality
needs to there in this tactfulness for creating a positive image in the minds of the managers,
clients and the customers. This tactfulness is also applicable in terms of developing strategies.
This tactfulness is reflected in the phase of giving presentations regarding the created plans. The
personnel need to bear in mind the purpose of the promotion as well as the target market. As an
example, if the promotion is done through social media, the promotion for the products would be
done in a proper manner.

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MARKETING COMMUNICATIONS
Another example of tactful strategy would be market research regarding the channels
through which the relations with the customers can be improved. Search engine optimization
would make the personnel aware of the different sources in which Bars Cosmetics can generate
high revenue. After getting the sources, establishing contacts with the managers would be a wise
step in terms of exposing tactful approach towards promoting the cosmetics of Bars cosmetics.
Consultation with the media personnel is one of the other tactful approaches towards the
execution of the promotional activities. Here, consideration of the vehicular support,
geographical proximity to the storage place and the customers are crucial. Apart from media,
social networking sites would be one of the other dimensions for promotion. However,
tactfulness would relate to reaching prospective customers than catering to the needs, demands
and requirements of all the customers. Herein, data protection is very important in terms of
achieving loyalty, trust and dependence from the customers. Care must be taken towards
ensuring that the personal sentiments of the audience are not hurt. Therefore, using the contents
generated by the customers for marketing, effectively and judiciously, would reflects the
tactfulness of Bars cosmetics personnel.
Budget is one of the other parameters of promoting the products. Budgets make the
personnel aware of the estimated price for the marketing activities. Here, tactfulness would be
the utilization of the latest and modern software for automatically generating the budget. (A
sample budget for promotion has been attached in Appendix 2.
Evaluation plan
Evaluation is very important in terms of discovering the errors within the exposed
performance. This is applicable for both the managers and employees of Bars cosmetics.

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Planning is crucial for executing evaluation in terms of achieving best results. Making plans
regarding organizing meetings with the stakeholders and shareholders is one of the strategies,
which helps the personnel to evaluate the appropriateness, effectiveness and feasibility of the
developed plans. Apart from this, the means of survey and feedback can be considered in terms
of measuring the effectiveness of the constructed plans. This is because collection of data from
the customers would make the personnel aware of their approaches towards the newly launched
cosmetics.
Within the planning for evaluation, checklists and templates needs to be included. This
inclusion would enhance the clarity of the personnel regarding the extent to which improvements
have been made. Uploading the results on the official websites and social networking sites would
inform the customers and clients about the latest trends of the cosmetic brand.
Revision of the budgets would also be one of the wise plans towards evaluation. This
revision would acquaint the personnel with the expenditure behind the resources to be used for
promotion and marketing. The revision can be done in the form of meetings with the
stakeholders and shareholders. Presenting the budgets would be a tactful step in terms of
informing the stakeholders about the estimated prices of the items. Sending minutes of the
meeting to the senior manager and the board panel would be a wise step in terms of evaluating
the appropriateness of the developed strategies. This evaluation would be done in terms of the
comparing the achieved results with the identified and the specified objectives.
Providing training to the employees would enrich their preconceived skills, expertise and
knowledge. Taking post-training tests helps the employers and the managers to evaluate the
capability of the employees in making practical usage of the learnt skills in the workplace

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operations. This measurement is also a kind of evaluation in terms of estimating the time in
which the proposed changes can be implemented in the workplace. Within this, assigning the
responsibility of selling the products door to door can be one of the practical tests.
Hiring the inspectors can also assist the personnel of Bars cosmetic to evaluate the
effectiveness of the exposed performance. However, verifying the qualification of the inspectors
would be a tactful step in terms of evaluating the feasibility of the exposed performance.
Organizing meetings with the inspectors would help the personnel to gain an insight into the
achieved changes and the changes, which needs to be achieved. Constant follow up is needed
with the inspectors and persons like Mr Williams. This step would act assistance for the brand
personnel in terms of adopting the latest and modern trends for sustaining their position within
the competitive ambience of the competitive market.
Inclusion of partnership with the statutory bodies of law within the plan for evaluation
would reflect both wiseness and tactfulness of the personnel in terms of providing consumer
protection. Partnership with the members of the law would help the personnel to avert the illegal
scandals and issues. Moreover, adhering to the standards and protocols would generate trust,
dependence and loyalty within the customers for the products of the Bars cosmetics.
Conclusion
This section of the assignment emerges successful in developing a plan for promoting the
newly launched products. Inclusion of the media in the promotion is appropriate in terms of the
reaching to the large number of external sources. Rationality in accepting the sources would
reflect the tactfulness of the employees in terms of efficient execution of the marketing activities.
Along with this, budget is one of the other components of the promotional marketing plan. This