Group Members: Kanwal Bawa Minha Khan Nadia Ansari Rashida Ghulam Hussain Zehra Baig

DO YOU look at supermodels and think

How could YOU get that look ???

Do you want to be AS GLAMOROUS every time you go out?

Do you aspire for the

X factor?

We bring to you .

Grooming women for perfection

Consumers today are more conscious about their looks They aspire to look like the models who walk down ramps However, they do not know how to achieve the look
NEED is felt for a brand which would enable them to look as glamorous as a supermodel.

Executive Summary
This project mainly focuses on Max Factor as a launch product in Pakistan. Max Factor is a well renowned brand in the world with a P&G brand name backing it up. It is a product with distinct positioning based on make-up with an attitude. it transmits a vibe that shows present age values of confidence and boldness.

Direct competitors of this cosmetic brand include LOreal, Maybelline, Body Shop as direct competitors and Revlon, Etude and others as indirect competition.
The target market include women that are highly fashion conscious and strive to look glamorous like models. These women want make-up that is long lasting. Through survey, we found out that competitor brands are well-known in the Pakistani market as compared to Max Factor and their preference is much higher in the potential target market segment.

 The product is a high-end product with price ranges affordable by the upper middle class. Market is segmented based on income groups. The product is to be made available through supermarkets (high-end markets) that fits consumer profile and is in alignment with premium brand image with opportunity for greater visibility. Promotions for product launch would be done through advertising, In-store promotions, publicity and activations.

Introduction
Max Factor & Company was a related, two-family, multi-generational international cosmetics company before its sale in 1973 for $500 million dollars. Many of Max Factor's celebrity clients appeared, at no cost, in beautiful full page, color magazine ads to promote Max Factor cosmetics, so the brand "Max Factor" soon became world-renowned. In1991, Revlon sold Max Factor to Proctor & Gamble for $1.5 billion. Max Factor Make-up offers a wide variety of makeup accessories that include products for face, eyes, lips and nails.

We don't sell make-up, we sell hope.

Persona Aspiring Confident Outgoing

BRAND POSITIONING
Max Factor adopted a bolder identity with its Make-up with Attitude positioning. Max Factor is a storied 100-year-old brand. Timeless Hollywood celebrities such as Rita Hayworth, Judy Garland, Bette Davis and Marilyn Monroe all wore and endorsed the brand. Historically, its brand connection to Hollywood glamour is far greater than what its most recent tagline, Make-up with Attitude, suggests. To support the positioning twist, the brand also changed faces to reinvent itself using make-up artists and supermodel endorsements from people such as Carmen Electra and, most recently, Gisele Bndchen.

Competitive Analysis

Cosmetic Industry Overview

The cosmetics business is a billion dollar industry. Every year, women are responsible for consuming millions of cosmetic products.

Cosmetic Industry Overview

The media is a huge contributor to the intense pressure to look a certain way. The idea that "sex sells" is evident in gossip magazines, movies, advertisements, music, and more subtly- in the business world.

Cosmetic Industry Overview

The production of cosmetics for Pakistani makeup is earning good fame day-by-day. Hair care cosmetics in Pakistan and make up cosmetics in Pakistan, both are present at the highest rate of demand and likeness.

Cosmetic Industry Overview

Optimistically, cosmetics can be a product which helps us bring our best face forward. The desire to look beautiful, young, and sexy does not only apply to women, but men as well. To remain competitive, companies feel the pressure to come out with

Competitors

Direct Competito rs

In-direct Competitor s

Art Deco

Jordana

Competition

 The source of its competitive advantage is the energy and ideas of its People. Its strength lies on what it values : Customer, Quality, Integrity, Performance and Environment The L'Oreal marketing strategy for the past several years has been to position its products a cut above the best of the drug-store cosmetic brands like Revlon and Max Factor L'Oreal displays are elegant. The price difference between L'Oreal and its nearest competitors is actually either nonexistent or too small to deter consumers from paying extra. For those who are frugal and will buy the least expensive product, there's always Maybelline. That's just fine with L'Oreal, which owns both brands.

 Maybelline brand belongs to French cosmetics giant L'Oreal. It is the leader in the eye color segment of the cosmetics category It is comparatively less expensive than LOreal.

 The Body Shop has been very successful and expanding world-wide and proved to be more competitive by being more sustainably driven. It has competitive advantage by running its business through corporate social responsibility. They communicate their brand through CSR activities. It has made commitments to Protect the Planet, Support Community Trade, Against Animal Testing, Defend Human Rights

SWOT Analysis of
POSITIVE INTERNAL FACTORS NEGATIVE

Strengths
Strong brand recognition High product Quality

Weaknesses
Prices perceived to be too high Costs spiraling out of control due to increases from raw material suppliers

Sufficient Distribution channels

EXTERNAL FACTORS

Opportunities
New emerging teen market

Threats

New affordable luxury entrants to the market threatening to take share from premium brands

Increased interest of men in their appeal (the Metro sexual factor)

New distribution channels

Opportunity Analysis

An opportunity analysis is the process marketers use to identify target audiences for a companys goods and services and the communication strategies needed to reach these audiences. A market opportunity is a newly identified need, want, or demand trend that a firm can exploit because it is not being addressed by the competitors.

Consists of 5 steps
1. Analysis of Communication Market 2. Set Measureable Marketing & Communication Objectives 3. Allocation of Communication budget 4. Devise promotion strategies 5. Prepare Tactical plans

1. Communication Market Analysis

Cosmetic products mostly use TVCs, print ads and outdoor modes of communication

2. Set MMOs & MCOs

Measureable Marketing Objectives: To achieve an annual growth rate of at least 10% To achieve a 20% return on capital employed by end of 2015 To capture 2% of the market share in the initial year To gain 15% of the market share for cosmetic products by September 2015

2. Set MMOs & MCOs

Measureable Communications Objectives:

To increase brand awareness and image by 12% by end of 2011 To make Max Factor brand the preferred cosmetic brand of 20-28 year old females by 2015. Create the need to buy Max Factor brand through efficient communication media.

3. Communication Budget

Our total communications budget will be Rs. 280 million

Total Budget: Rs 280 million

Rs (million) ATL TVC Production TVC Airing and PR Outdoor Print PR Website (Publishing & Maintenance) and social media BTL Launch Event Sampling and Direct Consumer Contact Max Factor Parties In-store Promotions POS OCS Window Skins Salon Branding TOTAL Rs (million)

10

95
40 25 15

1.5 15
42 16.5 9 7 3

186.5

73.5

20
280

4. Promotion Strategies

We will be using both ATL and BTL promotional strategies.

4. Promotion Strategies
BTL Activities: Build loyalty and a great customer base by offering product trials and samples at places like Park towers, Forum, Dolmen Mall and Millennium Mall Sponsoring upscale theatrical plays like Chicago and Mamma Mia.

Provide special offers on festive occasions like Eid.

Launch events

4. Promotion Strategies
Competitions and prizes can increase brand awareness amongst the target consumer and boost up sales for temporary period and ensure usage amongst first time users.

Offer gifts with purchase of brand. E.g. a pocket mirror with a purchase of Lipstick.
Mac Factor Parties

4. Promotion Strategies
ATL: TVCs Print Outdoor/ Billboards Internet Website

Publicity: Testimonials of Celebrity Make up Artists Taking on board a Celebrity model

4. Promotion Strategies
In-Store Promotions:
POS material Out of category stands Expert consultation at stores Endorsers Free Samples to beauticians - Special distribution offers can be provided to beauty parlors such as Sabs, Bina Khan, AlleNora and Nabila.

5. Tactical Plans
TV ads and Print ads will be based on a particular theme. Distributions to local customers, supermarkets, salons and local kirana stores. Communicate the leverage point/ benefit of the product: lasting performance, 8 hours stay using 360 degree communication to cover all touch points.

Target Market Analysis (Potential Targets for MaxFactor)

Salons

Celebrities (People in Media)

Makeup Artists/Stylists/Beauticians/ Skin Care Specialists.

Teenagers

Young Professional Females

CONSUMER INSIGHT/
CUSTOMER ANALYSIS

Questionnaire Used
Name: _________________________ Age: ___________________________ Occupation: _____________________

The last time I purchased a cosmetic item was: Within the past few weeks. When I ran out of a regular makeup item, and needed to replace it. When a cosmetics brand offered a free promotional gift with purchase. Over a year. I dont use makeup often What do you see when you go buy makeup? Price Brand Name Quality What is the most important make-up product for you? Foundation/ Concealer Lipstick/ Lip gloss Eye makeup

What brand do you use for this product? LOreal Maybelline Revlon MAC Max Factor Others: _________ What characteristic of this brand (for the particular product you chose above) do you like the best? ___________________________________ My favorite type of lip cosmetic is: Lip gloss and lip balm. Lip liner and lip pencil. A matte lipstick in a tube. Long lasting lipstick for all day color.

It seems like wearing makeup improves my confidence most when: Im in social situations, at a party. I want to feel comfortable in my skin and physical presence. I am at the center of attention, giving a presentation. I want to express my individuality and stand out from the crowd

How long do you take to do your makeup? ___________________________________ What cosmetic brand would you want to see in Pakistan? ___________________________________ Have you ever heard of Max Factor? Yes No On a scale of 1-5, how price conscious are you when you buy makeup products?

5 4 3 2 1 |---------------------------|-------------------|------------------|-----------------------------| Highly conscious Price matters Moderate Little Price does not matter

On a scale of 1-5, how important are 'water-proof' makeup products to you? 5 4 3 2 1 |---------------------------|-------------------|------------------|-----------------------------| Cant live without Very Imp Partially important Slightly important matter

does not

How long do you want the lip color to stay put? Up to 1 hour 1-6 hours 6-12 hours 12-18 hours 18-24 hours Do you mind reapplying your make up? Yes No I dont know What are you looking for in your mascara? ___________________________________

What factors are essential in any foundation? ___________________________________ How do you choose which foundation to purchase? ___________________________________ On a scale of 1-5, how important is an evenly toned skin in a foundation? 5 4 3 2 1 |---------------------------|-------------------|------------------|-----------------------------| Cant live without Very Imp Partially important Slightly important

does not matter

Consumer Insights
Most people buy makeup when they feel the need and run out of stock. Generally, people have quality in perspective. Brand name and quality association is very important. Nevertheless, consumers are equally price conscious. Females with age groups between 18-25 in Pakistan, wear light makeup only. They prefer light lipstick or a lip gloss that stays for long. Amongst competition, LOreal and Mac give a tough competition, preference being good quality and long lasting makeup.

 Make-up like mascara should make lashes look longer, darker, does not smudge and give more volume. While foundation should not give a cakey look and give an evenly toned skin, hiding imperfections Lip balm and lip gloss were considered the most favorite item. Consumers mostly wear make up to express their individuality and stand out. According to the results putting on make up ranges from 5 to 20 minutes. Mac is the brand which consumers want to see more of in Pakistan. Consumers want lip color to stay on for an average of about 1-6 hours.

 When buying foundation they look for a brand which gives a natural look and evenly toned. There was 50-50 awareness of Max Factor brand. Water proof make up is only partially important to them.

Market Segmentation Strategy

Hybrid Segmentation Strategy

Geographic; Urban females primarily in Karachi, Lahore, Islamabad, Faislabad. Demographic; Age: 15 early 40s Upper Middle Class & higher Psychological: Females who have sense of self worth, who are trendy, confident , have a strong personality and who want to look their best so that they can feel their best.

 Psychographic (Lifestyle)
Females who receive substantial pocket money or those who earn for themselves and like to spend on themselves. Also females who are extroverts, who engage in social gatherings; who are involved in meeting people for professional or social purpose.

Brand Strategy

PRODUCT

Lipfinity Color

1. Lipfinity
A smart Two step Solution

Color can last longer Up to 12 HOURS

WITHOUT touch ups

2.

3.

Lasting Performance Foundation

Masterpiece Color Precision Eye Liner

LASTING PERFORMANCE

8 hours of stay put perfection

specially designed, light weight silicones and a hard wearing touch proof system

doesnt clog up your pores or irritate sensitive skin..

PRICE

Lipstick Rs 1250 Foundation Rs 1595

Eye Pencil Rs 625

SALES STRATEGY

RETAIL
Supermarket s

MAXFACT OR BEAUTY SALON

Global Customers

Supermarkets Local Kiryana Stores

Fits consumer profile Alignment with premium brand image Opportunity for greater visibility

Sales in Salons
Top tier Beauticians Relationship Manager Merchandisin g

PROMOTIO N

Promotion
IN-STORE PROMOTIONS

ADVERTISING

Promotion PUBLICITY ACTIVATIONS

Promotion
IN-STORE PROMOTIONS

TVCs

ADVERTISING

Print
Billboards Internet

Promotion PUBLICITY ACTIVATIONS

Website
(Tutorials)

Promotion
POS material

ADVERTISING

IN-STORE PROMOTIONS

Out of category stands

Window Skins Expert consultation at stores Endorsers

Promotion PUBLICITY ACTIVATIONS

Free Samples to beauticians

Promotion
Testimonials of

ADVERTISING

IN-STORE PROMOTIONS

Celebrity Make up Artists

Promotion PUBLICITY ACTIVATIONS

Taking on board a Celebrated model

Content Integration

Promotion
Launch event

ADVERTISING

IN-STORE PROMOTIONS

Fashion showowning a platform

Promotion PUBLICITY ACTIVATIONS

Competition for
aspiring make-up artists

Max Factor Parties

Max Factor imports in Pakistan Product launch in main cities

Selection of city wise Distributors City wise exclusive retailers - Flagship stores , supermarkets , selective beauty salons

Reaches the target customer

Karachi
Metropolitan Cities

Lahore

Islamabad

Faisalabad

GULBERG

DEFENCE

BAHRIA TOWN

LAHORE

CLIFTON

BAHADURABAD

DEFENCE Karachi

GULSJAN-EIQBAL

EXCLUSIVE BEAUTY SALONS

IN ALIGNMENT WITH PREMIUM BRAND IMAGE

SUPER MARKETS

FITS THE CONSUMER PROFILE

MAX FACTOR FLAGSHIP STORES

OPPORTUNITY FOR BETTER ACCESS AND GREATER VISIBILITY

SABZ
AMIS SUPERSTORE

NABILAZ
SELECTIVE BEAUTY SALONS

DEFENCE

NEELOZ

SHARMEENZ
MAX FACTOR FLAGSHIP STRE

THE POINT

AGHAS

POINT

MAX FACTOR FLAGSHIP STORE

CLIFTON
TONI N GUY

FORUM

MAX FACTOR FLAGSHIP STORE

NAHEED STORE
BAHADURABAD DOLMEN MALL

MAX FACTOR FLAGSHIP STORE

GULSHAN-EIQBAL

MILLENIUM MALL

MAX FACTOR FLAGSHIP STORE