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Spice Up Your Life

Spice Up Your Life. Scott Struhar Francesca Bordonaro Sarah Chandler Brandon Cochran Nicole Burlbaugh. Marketing Opportunity Analysis. Environmental Analysis. Labor Force= 75.7 mil. Large agricultural country, can produce natural makeup.

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Spice Up Your Life

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  1. Spice Up Your Life Scott Struhar Francesca Bordonaro Sarah Chandler Brandon Cochran Nicole Burlbaugh

  2. Marketing Opportunity Analysis

  3. Environmental Analysis • Labor Force= 75.7 mil. • Large agricultural country, can produce natural makeup. • Russian women are focused on spending more to buy a better product. • Great opportunity for new entrants.

  4. Market Definition • Large predicted growth. • Beauty market is the fastest growing. • Competitive environment will grow. • Distribution networks are growing. • Direct Sales

  5. Russian Consumers • Among first countries to introduce radio and television. • Russian women are diverse as American women. • Russians are true to their brands and will pay a higher price.

  6. Competitors • Estee Lauder • Skincare, makeup and fragrance • Max Factor • Makeup • L’Oreal • Skincare, makeup, hair care and hair color.

  7. Suppliers • Mineral based products • No animal parts • Natural mineral mica covered by a thin layer of titanium dioxide. • Raw materials will come from Russia.

  8. Marketing Plan

  9. Executive Summary • Spice Girls Inc. offers a wide range of makeup. • Plan to enter into the Russian market. • Global Expansion • Overview of objectives and goals.

  10. Current Market Situation

  11. Market Description • Target Market: • Ages 15-25 • Middle to Upper Class • Single and married women • In need of quality product. • Fast growing opportunity. • Makeup for the young.

  12. Product Review • Blush • Bronzer • Compact • Concealer • Foundation • Powder • Lip gloss • Eyeliner • Eye shadow • Mascara • Lipsticks • Brush Set • Makeup Remover

  13. Competitive Review • Estee Lauder • Huge Competitor • Low price yet luxury. • Max Factor • Global success • Supermarket prices • L’Oreal • Cater to all demographics • Supermarket products-high end products

  14. Channels and Logistics Reviews • Department Stores • Comparable to Macys, Nordstrom's, Saks 5th • Specialty Stores • Dead Sea Cosmetics, Spice World, Sephora • Online Retailers • Our website and department store websites.

  15. SWOT Analysis • Strengths: • Organic Compounds • Globalized locations • Specialization • High end reputation • Wide variety of products • Appeals to many women • Weaknesses: • New to market • Competitors • Unfamiliar territory in Russia • Opportunities: • New market in Russia • Different clientele than in the U.S. • Global expansion into other European nations • Threats: • Rival companies • Disinterest in a new product (brand loyalty) • Economic instability

  16. Objectives and Issues • First Year Objectives: • Introduce product • Website • Hire employees • Second Year Objectives: • Continue Growing • Strengthen marketing objectives & advertisements • Open more factories & logistics centers. • Close to break even. • Issues • Not a positive Feedback • Do not hit projected sales • Russian market changes • Economy gets worse.

  17. Marketing Strategy • Positioning • Luxury yet affordable • Product Strategy • Package deal • Brand recognition • Pricing Strategy • $20.00 to $100.00 • Department store prices • Distribution Strategy • Selective Distribution • Department stores, specialty stores, website • Marketing Communications Strategy • T.V. advertisement • Celebrities • Billboards • Demo’s • Marketing Research • Current and consistent • Competitor Products • Brand awareness

  18. Action Programs • January: • Trade Show • Establish 5 major retailers • February: • Begin advertisement • Television, radio &magazines • Begin using models • March: • Develop website • April: • Hold contest for new model • May: • Advertise in colleges and universities • June: • National advertising campaign

  19. Budgets • First year sales= 100 mil • Lose 10 mil first year • Break even within 5 years, but hopefully before the 5th year.

  20. Controls • Strong control • Customer service • Help lines • Internet • Representatives

  21. BeFoRe & AfTeR • We decided to do a “Before and After” on a celebrity named Lady Gaga. • We used our “Spice Up Your Life” product line. We started off using our make up remover strips to get rid of what she had on. • First we started out with concealer , then applied the foundation, following with our powder. Finally we added a little pink blush. • We then applied a shade of “bad romance” lip glass upon Gaga’s lips. • Following her lips we then started with her eyes. We picked a light sparkle shadow for the eye color. • We wanted to be basic so we just added black eyeliner to the top and bottom lid, followed by a black mascara. • We kept her colors close to her regular skin tone and picked eye colors that accented her complexion. • She now looks more natural.

  22. Colors Of The World, Spice Up Your Life

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