PARC –PROJECT PROPOSAL

Strategy

Millennials is a generation which is open for experimentation with new products,

provided it offers process and ingredient transparency, skin friendly products
coupled with appropriate pricing. As a new FMCG product, it should be tested on
several skin types across different geographies to ensure the uniformity of product with changing climatic
conditions. Targeted female audience is well aware about their skin and body type and prefer products
accordingly. Positioning of product should be inline with the needs of women and some of the areas where
product can add value such as pollution resistance, uneven skin-tone, tanning and skin nourishment.

Product should also connect with audience at emotional level which can be obtained by linking the
product with benefits of base ingredients used, preferably which are used across families in natural form
(gram-floor, curd, lemon, multani-mitti, aloe-vera, almond). This acts as a memory trigger and leads
establishment of a quick bond between product and audience. Though cosmetic market is elastic in nature
but according to our primary research (42 female students between the age of 23 to 27) most of the
samples associated price with the quality of the product and don’t mind paying extra for niche products.
Therefore, a new cosmetic product market development strategy can be segmented by lifestyle,
geography and psychology and can target urban audience which have busy schedule and need a product
which can meet their daily requirements.

Digital & Social media marketing:

In order to showcase the awareness for our products in Indian market we have to keep users engaged
with it. With the growing digitization of skin care products manufacturing and distribution we need to
create a good content strategy that can drive the customers on our web portal and provide smart and
real-time solutions through the help of social media as well as capture the new digital touch points
through product information and offers.

 Through SEO (Search Engine optimization) we could enhance the traffic to our website.

 Management of customer reviews and categorizing the review in different segment will enable
the brand to understand and fix the gaps. Sales has become two-way interaction now where
customer review is the first thing which gets noticed in ecommerce sites

 Targeting channels for advertisements which has young female audience such as facebook,
twitter, Instagram and YouTube. Recording user experience can create impact on the audience
to build trust in the most frugal way.

 Incorporate chatbots in order to understand the complexion, type and sensitivity of each skin
type whenever a user logs in to suggest right products to the audience
 Group Dynamics

Sunita Saroja-Marketing & Analytics

Business graduate with 32 months of experience in quality analysis and client management for E-
commerce client in IT industry with a specialization in Marketing and Sales aspiring a career in Business
Development in order to accelerate growth in business

Purnima Gorain- Marketing & Analytics

Effective team player with 36 months of experience in IT industry with a leading Life Science client and
having experience in business to business sales, customer relationship management and equipped with
good communication skills aspiring for a career in marketing

Darshan Singh- Marketing & Analytics

A go-getter with enterprising skills coupled with zeal to accomplish the target to the highest quality within
stringent deadlines with 36 months of Banking and financial project experience in trade resolution, process
improvement, root cause analysis, team management and client management