Name / Roll no.

: Pooja Hojage - 2017

Sub : Digital Marketing
Digital Marketing Plan for Shades (Cosmetic products)
Shades have created a brand concept consisting of both skin care and athletic apparel
utilizing multiple channels of distribution in last 3 years. We are seeking recurring
investment to fund the growth of the brand, and position the company for an IPO. The
plan that follows explains our market, our value proposition and our market
segmentation strategy. The detailed financial plans provide a clear view of our sales and
profit forecasts. These plans show how “Shades” will reach profitability in our third year
of operation and generate shareholder return on equity within five years.

1. Marketing Objective :
Our marketing objective is not to sell our cosmetics in the market but to sell the
confidence to them who are born beautiful but not aware of it. Apart from this we will
accomplish this using high quality manufacturing and research, a creative marketing
program, and a comprehensive distribution network using both brick and mortar retail
outlets, internet presence, and a consumer catalogue.

By utilizing this multi-channel approach we will be able to reach the niche market
for quality personal care products rapidly and efficiently.

2. 4 P’s of marketing :
a. Product ~
Skin and body care products will be developed and produced at our contract
facilities in France and California. The Shades is all into skin care and
cosmetic products. In that we will offer a wide array of products including
eye makeup, Lipsticks, Foundations, Compacts, Mascara, Lip gloss,
moisturizer etc. and cosmetic products include eye makeup removers,
cleansing creams, facial scrubs and masks and body lotions.

b. Place ~
Internet Marketing / E- commerce

c. Price ~
Showing the best price offers to the customers can get in other brands.
 Pricing according to the factors that product have like : less chemical used,
making availability of all skin tones/shades in the market, packaging in all
shapes and sizes so that easy to carry etc. factors affect the price.

d. Promotion ~

Promotion can be done by various mode :

 Traditional Marketing : Newspaper Ads, Pamphlet’s,

Brochures
 Printed Marketing : Flyers, Discount coupon at the
bottom of Flyers, Promo codes for references, festive
promo codes
 Discounts : regular discount as per festivals & events
 Free coupons : free coupons distribution on coupon sites,
extra redeemable points or discounts for referral for
existing customer.
 Membership : Providing prime member ship to regular
buyer at a discounted rate to improve his buying habbits.
3. C’s of Marketing :
a. Company : Shades (Cosmetics & Beauty Products)
b. Competitors: Other beauty brands and cosmetics brands (eg:
Avon, Clinique, Maybelline, L O’real, Body shop etc.)
c. Customers: Our targeted end user is between the ages of 24
and 65. They are female urban professionals with at least some
college. This consumer has an active lifestyle. They are
concerned about social and environmental issues. Mind and
body wellness are important to them.
d. Collaborators : Collaborating with bloggers on various social
media sites / apps, Collaborating with Film makers /
celebrities.
4. SWOT analysis :
a. Strengths :

Availability of all skin tons / shades in the market

Less competition (with the brands provide all shades)

 Pricing

Available on all medium size stores (offline & online)

Product quality

b. Weaknesses :

Chemical in makeup

Weak website

Profit margins are lower

c. Opportunities :

The shift in consumer behaviour

Increase in PCI

Increase in number of working women

Focus on personalisation

d. Threats :

Competition

Negative Publicity

Economic recession

5. Market Str ategy

 Segmentation :

Demographic ~ Women

Geographic ~ Online (Across the world)

Psychographic ~ Impression, Attitudes, Preferences etc.

Behavioural ~ Attitude & Prefrences.

 Target :

Our targeted end user is between the ages of 24 and 65. They are female
urban professionals with at least some college. This consumer has an active
lifestyle. They are concerned about social and environmental issues. Mind
and body wellness are important to them.