Shades Cosmetics: A Detailed Marketing Plan and Pitch Proposal

This report presents a marketing plan for a newly established cosmetics business named Shades, located in London, focusing on lip products. The plan includes a situational analysis that identifies the growing demand for cosmetic products and the competitive landscape. It outlines management tactics, the total product concept, and a marketing mix strategy heavily reliant on social media marketing. The promotional strategy emphasizes online promotion, advertising, and maintaining public relations to increase market growth. The report also incorporates SWOT analysis to evaluate the strengths, weaknesses, opportunities, and threats facing the business. Ultimately, the strategic management aims to develop short and long-term plans to achieve specific goals and ensure the effectiveness of operations, with a conclusion highlighting the importance of marketing in increasing sales and turnover.

Individual pitch
proposal

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................4
Situational Analysis....................................................................................................................4
Management tactics and Total product concept..........................................................................5
Marketing plan and mix(Social media marketing)......................................................................5
Promotional strategy...................................................................................................................8
Figure 2.......................................................................................................................................9
SUMMARY...................................................................................................................................10
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing plan is a major document which takes into consideration various strategies and
plans that are effective in development of marketing objectives and targets (Adong, 2018). It is
essential or compulsory for a company to take in to consideration various marketing plans and
policies that are effective in development of business entity. This report includes a brief and
precise discussion on marketing plan in order to gain competitive advantage. In this report, there
is a brief explanation on a situation analysis in order to grow at market place. This report
includes example of a newly started business named Shades which is situated in the heart of the
London City. The main aim behind choosing this business is, increasing demand for Lip
products items in London City.

MAIN BODY
Situational Analysis
The Shades lip products includes daily essential cosmetic items that are mainly used by
ladies and girls in parties or in casual life. The Cosmetic sector is growing day by day with the
increase in demand for colourful lipstick so the idea behind setting up a business related to
cosmetic will develop in an effective manner in the marketplace (Hernāndez, 2021). In the
current scenario, cosmetic sector is growing day be day with the rapid increase in skin care
items. In the current competitive environment, there is good flow of needs and the market is
positive for the starting of a small business enterprise (Akankuda, 2019). There is a presence of
effective financials resources for the business operations and it is compulsory for a business to
include professional financial management for maintaining financial transparency in the
business.
Figure 1
Corporate News Economic turnover news
95% of the respondents believed that there
is a demand for effective products related to
cosmetic Sector. Customer wants branded
colour lipstick products on affordable rates
According to this news coverage, 50%
companies believe that the sustainability of
products and services is important at the
marketplace.
55% of the target audience believed that
they need good hair care products.
In the recent times major steps of
government related to Covid-19 and Brexit
has impacted existing business
organisations.

Management tactics and Total product concept
In the long run the company will deploy professional management tactics that are
essential for management of all business operations. In order to gain competitive advantage at
the marketplace, it is the major role and responsibility of a company to deliver best business
practices (Pearson, , 2018). The Shades cosmetic will also take assistance of professional
marketing plan in order to derive various marketing objectives and targets. In the corporate
world a newly start up company like Shades Lipstick should apply various model and theories of
universal management in order to succeed at the marketplace (Doblare, 2019). For retailing
business it is necessary to make strategic plan to increase the growth in the market . It mainly
focus on fulfil customers need with total cost of the product in order to achieve goals of the
company.
The company will offer following benefits to customers on newly started business:
 Huge discounts
 Economic benefits
 Complementary gifts
 Affordable prices
 Customer support
 Good packaging
 Media promotion
Marketing plan and mix(Social media marketing)
In a business management, makes a strategy in order to achieve target in a certain period
with the help of social media marketing. They first set target in order to achieve within a year by
using different strategy like online promotion, initial lower cost, advertisement, etc. The main
focus of the Shades retailing business is to double its target sale within a year. Marketing Mix is
a set of goals which is uses by company for promoting their product and brand in the market. To
understand more about marketing mix 7 P strategy are given. The company main focus of the
company in its product, price , promotion, place, people, process and physical evidence to make
the better marketing strategy (Fine, 2017). Shades cosmetics company also use marketing mix

strategy in order to promote its product in the market. Shades company provide best quality
products to its customer in order make long term relation with them. It also ensures about price
of the product would be lower at first in order to attract more customer for their product.
Through social media marketing company sell its products those where customers are easily
available and get help to increase its sales in every part of the United Kingdom.
Illustration 1: Marketing mix, 2021

Figure 3
Strengths
 Professional management
 Reasonable prices
Weaknesses
 Large number of government
restrictions after Covid-19
 Tax Policy
Opportunities
 Innovation and development
practices.
 Establish business in major cities of
UK
Threats
 Brexit decision of United Kingdom
government can impact on business
operations.

Promotional strategy
For promotion Shades cosmetic company uses different promotional strategy like
advertisement, online promotion, maintaining public relation in order to get help to increase its
growth in the market (Else, 2020). Market Research, before launching product or entering in a
market a company analysis the marketing research in order to make better strategy and also get
help to promote the products in the market (Luu, 2020). Market research help companies to
identify external factors in order to make marketing strategy for promoting the products in the
market. Communication Skills, for making good relationship with customer company should
have better and effective communication skills (Grabeel, 2019). A good communicator attract
more and more customer and help the company by increasing sales. This will also help the
company to make strong and long term relationship with their customer.
Illustration 2: Social Media Marketing, 2021

Figure 2
What? Shades Lipstick and cosmetics
Who? The customers who want reasonable quality
products will buy.
Why? To develop market parameters
When? 6 Months
Where? Online Website
How?  Promotion on social media
marketing.
 Effectiveness of strategy
 Marketing mix

SUMMARY
The strategic management should be prepared in a business to prepare precise and
effective strategy for the company. This is the major responsibility of strategic management of a
company to establish risk free planning operations. In order to succeed in the marketplace with
better pace, it is compulsory for the company to develop short and long term plans and achieve
them in a specific time frame. Effectiveness of the company should be developed at marketplace
with the help of various strategic decisions. Shades Company which is functioning at the
marketplace should also take of professional IT experts in order to sell online products. In the
recent times, business organisations are also focusing on business development by deciding
effectiveness of the operations.

CONCLUSION
From the above stated report it can be concluded that, marketing is an essential function
of a business which is helpful in increasing the sales and turnover of a company. It is the main
responsibility of management in the company to look into different marketing practices in order
to expand operations at the marketplace. This report also concludes a brief analysis of marketing
plan in order to develop perfect business strategies for the future. This project also concludes the
development of various resources by a business related to marketing in order to grow at
marketplace

REFERENCES
Books and Journals
Adong, B., 2018. Marketing plan for Lira University Library (LU).
Akankuda, S., 2019. A social media marketing plan for the National Library of
Uganda (Doctoral dissertation, Makerere University).
Doblare Frias, R., 2019. Marketing plan of mercado municipal Puerto de Sagunto.
Else, E., 2020. Alyeska Regional Freeride Classic Marketing Plan.
Fine, S.H., 2017. A generic social marketing plan. In Marketing The Public Sector (pp. 289-300).
Routledge.
Grabeel, K.L., Luhrs, J., Roberts, R.E. and Earl, M., 2019. How one library's health information
center expanded its marketing plan. Medical reference services quarterly, 38(3), pp.218-227.
Hernāndez, M.R., Matamoros, K.L.V. and Huerta, E.M., 2021 Digital Marketing Plan for Market
Manufacturers of San Martin Texmelucan Puebla.
Luu, A., 2020. Development of a Marketing Plan for a Concert & Events Promotion
Company (Doctoral dissertation, California State University, Northridge).
Pearson, D.S., 2018. A social media roadmap—tips on developing a content marketing plan for a
hospital library. Journal of Hospital Librarianship, 18(2), pp.168-177.