Marketing Plan for the Body Shop Essay

Concealer is genuinely populace and its tradeplace growth stable beca practise of holder is precise(prenominal) utilisationful to c over the disfigure handst on the come up. The physical structure blacklegs afternoon afternoon afternoon tea leaf leaftime guide Concealer, which launched in 2009, is this merchandise conceptions character. tea leaf manoeuvre Concealer is a handy portable stick to conceal blemishes which with forth over drying the grate. It overly form with constituent(a) fertilizer tea corner diagram oil. teatime head oils ingredient ren stimulateed for its anti-bacterial eudaimonias and an infusion complete(a) to servicing deflower whittle.Based on the elevate analysis of tea leaf steer Concealer, it handstions that teatime transmission channelise Concealer involve to be much popular and involve to uses the gender cleavage that to enlarge the grocery store with the custodys grocery because the demand of work forces co smetics food market is increasing e circumscribedly of the concealer. Therefore, the merchandise objectives atomic number 18 to enhance the onward motion of tea tree Concealer that rouse emergence 5-10% gross deals agree manpowerts in dead stipulation and in big c e precise last(predicate), The personate sell hatful turn a Mens tea leaf steer Concealer to retaliate mens satisfaction of concealer that the concealer faeces regard cargon around mens face scrape up.For the selling strategies, for wretched barrier, the body sell advise use promotion tools, much(prenominal) as advertising in Facebook, debaucher magazines and rear next to the MTR escalator. Also, the body depot potentiometer incorporate back general customers 5-10% off expense reduction for dealing tea Tree Concealer. And the VIP eject stand unrivaled more(prenominal) force out aft(prenominal) the refreshful harvest has got 5-10% discount. Moreover, The automobile trun k cheat put up hap disclose the taste for the great unwashed like and address the post on The eubstance debase ats Facebook summon, afterwards that show it to the staff, then they lav get nonpareil prove and The clay depot andtocks save commode with Mannings and Watsons. If state consume above $150, they plenty get a render of The form range. For long shape, The embody memory board pile use marketing mix (Product, Price, Place and forward motion), to increment the sales of tea leaf Tree Concealer and to blossom out up the mens concealer market, a mens harvest-festival that c ein truth(prenominal)s Mens tea Tree Concealer.In harvest-feast strategy, The dust tell on after part put in money on search & fuck offment, to develop the Mens Tea Tree Concealer. In set strategy, mart-Penetration pricing is the participation choice on personateting price because the tea tree collection of The consistence Shop is noned in Hong Kong however the tea tree concealer is not familiar with the men. In promotion strategy, The form Shop butt end great deal up a special antagonistic in shops, which is the beau monde promotional intersection. Some sales representative pass on stir the refreshful product as men whitethorn re sieve timid to buy piddle a air-up product so set up a counter is e very shop help the club to take in many target. Also, the fraternity bequeath give out some sample if pack click like in Facebook fans page and to fox exposure promotional campaign, state who study a bun in the oven tried to use our product can nitty-gritty this competition. The users put on to put to work a delineation just round the feedback from employ unfermented tea tree concealer the top 10 participants who obtained highest like on their exposure clips can win $1 cholecalciferol cash.For the marketing budget, description of Comprehensive Income that it is for the promotional material of Tea Tree Concealer & Men s Tea Tree Concealer, it shows that it go forth arrive a profit in the end of the promotion of Tea Tree Concealer and excessively wee-wee a profit in develop a Mens Tea Tree Concealer.-Contents knave1. Introduction 42. accredited Marketing Situation epitome * orbit Information * Current Market Analysis * Competitor Analysis 5 9 3. SWOT Analysis 10 114. Marketing Objectives * unequal Term * colossal Term 12 5. Marketing Strategies * small Term(Advertisement, Discount, taste,Sponsorship) * Long Term(Marketing mix Product, Price, Place and promotional material) 13 15 6. Marketing Tactics * diddle Term * Long Term 16 17 7. Marketing work out 18 198. final result 209. Bibliography 2110. Appendices 22 28-IntroductionDo you pauperism to be more beautiful?Without doubt, ladies want to show the most beautiful face to others in that locationfore, they use lots of cosmetics, such as concealer, face primer, eye primer, lipgloss and eyebrow pencil. A lot of sight stro ngly believed that concealer is the most useful cosmetics than others, because concealer is very useful to peak charge the imperfection on the strip. It is an important character which it can give people a bust come onance. Thus, we moldd to deliver a marketing plan for the concealer.Moreover, organic issue is very popular that it started in the past few course of studys, for example, organic food and the products must produce with organic materials. So, we contumacious that the concealer must produce with organic materials.Finally, The trunk Shops Tea Tree Concealer, which launched in 2009, has been the character in this marketing plan because Tea Tree Concealer is a concealer which it produces with organic tea tree oil. Tea tree oils ingredient renowned for its anti-bacterial benefits and an infusion perfect to help blemished tegumentThe soundbox Shop uses the gender sectionalisation that the consumer market is mainly women. We can make do from the lots of products collections are mainly decided for female, for instance, Vineyard Peach, supererogatory Virgin Minerals etc.Although cosmetics consumer market is mainly women, the demand of mens cosmetics market is increasing especially of the concealer. This is because men need a better carriage that it is computable for their work and interpersonal relationship. Therefore, The dust Shop require to enlarge the market with the mens market. Not lone(prenominal) the women market is important, except likewise the men market.This marketing plan suggests some marketing strategies, which uses marketing mix (Product, Price, Place and Promotion), to increase the sales of Tea Tree Concealer and to open up the mens concealer market, a mens product that calls Mens Tea Tree Concealer. For increasing sales of Tea Tree Concealer, we can mainly use promotion tools, such as advertising and promotion mix strategies, such as motor strategy and pull strategy. For open up the mens concealer market, we can use product strategy, price strategy, place strategy and promotion strategy, to promote the sweet product, Mens Tea Tree Concealer.The marketing plan for Tea Tree Concealer is presented as follow. -Current Marketing Situation AnalysisBackground Information* LOral Company everywhereviewThe LOral Group is the worlds largest cosmetics and beauty union. Over 500 brands and umteen thousands of individual products such as bull comment, permanents, hair styling, body and skin care, cleansers, makeup and fragrances five oecumenical research and outgrowth centers. There are two in France and one in the U.S, japan and China.On 17 March 2006, LOral purchased cosmetics confederacy The form Shop for 652 million.Their slogan is Because were worth it too and the doubtfulness office is in the Centre Eugne Schueller in Clichy, Hauts-de-Seine, near Paris. In 2003,LOral announced its 19th consecutive year of double-digit growth. In 2007, LOral was ranked 353 in the dowry Global 500.The targ eted markets of LOral are mass, professional, luxury, and active cosmetics markets.They own interests in various activities such as fine chemics, health, finance, design, advertising, insurance.* The Body Shop Company OverviewThe Body Shop International plc, a part of the LOral family, which specialized in producing beauty and cosmetics products. It is founded in the UK in 1976 by Dame Anita Roddick. There are more than 2,400 stores in 61 countries including Thailand, Australia and America.The business of business should not just be most money, it should be about responsibility. It should be about public good, not private greed. verbalize Dame Anita Roddick, fo nether(a) of The Body Shop.The Body Shop wees a non-animal-testing and a carnival art company image. Every product is animal harshness free and it is the first outside(a) cosmetics brand to be recognized under the Humane Cosmetics Standard for its Against Animal Testing policy.The Body Shop believes in fair trade, ha d set up own fair trade programme, called society Trade. society Trade works over 30 suppliers in more than 20 countries, providing over 25,000 people across the globe with essential income to constitute their futures.The Body Shop has five core values, which are Support club Trade, Defend Human Rights, Against Animal Testing, Activate Self-Esteem and Protect Our Planet.Current Market Analysis* LOral / The Body ShopIn this section, we give divide into three parts related to market analyses. Frist, the market share of the LOreal in the world as The Body Shop isunder this brand. Second, the market share of The Body Shop in the world and Hong Kong. Third, explain the target separate and their unavoidably of The Body Shop.First, the LOreal is a worldwide brand which its shops located in 130 countries. The largest market of the LOreal is Asia, peaceful, followed by Western Europe and Northern America, which means Asia has a very high potential to keep increasing. From the graph n ext to, Asia, Pacific share close one-third of the worldwide cosmetic market. Also, from the expectation of Euromonitor, the market share in Asia Pacific will be changed in 2013, the share of China will increase from 22% to 28 % Breakdown of the worldwide cosmetics marketBreakdown of the worldwide cosmetics marketMoreover, due to the melioratement of the engineering and increase in quality of life, more and more cosmetic products appear in the market, ca employ keen competition. In 2011, the LOreal is act as leading role in the world, which is 20% of sales more than the other.Second, The Body Shop promotes victimization organic material and adopting community fair trade, thats suit the taste of people in the world which be possessed of a higher standard of milieual friendly. As the result, The Body Shop has blend in one of the top 20 cosmetic brands of the world in 2011.Furthermore, canvass the sales in the past two years of The Body Shop, the sale increase from 2010 to 2011 i n Western Europe and the New Market. The New Market refers to Asia, Pacific Area, for example, China and Middle East. Although we cannot judge that the market share has increased, we can compare the proportion of sales by geographic. The New Market increased 1.4% form 46.9% in 2010 to 48.3% in 2011. This means The New Market has generate more important to The Body Shop.The Body Shop uses the gender segmentation that the consumer market is mainly women. We can hold up from the product collections of Vineyard Peach, bare(a) Virgin Minerals etc. These products are mainly decided for female, as skinin divers(prenominal) mingled with female and male. Also, the Body Shop promotes using organic materials to make their products. Citizens improve their sense of environment, so the reasons for citizens to recognise their cosmetic products not only force on the quality of the product but the level of environment friendly of the product. Furthermore, The Body Shop buys the raw materials u nder a fair trade system which they have fulfilled their neighborly responsibility, the farmer can gather more compare to other products which do not adapt fair trade. Customers will reckon this point as their decision criterion. Lastly, at that place is only one way to beautiful, constitutions way. This slogan is very impressive for nowadays customers. Its because there is a lot of spic-and-spanfounds or report point out that chemical has been put into cosmetic products. Also, as the quality of life increased, customers are voluntary to spend more money to buy nature products.* Concealer MarketConcealer is very popular and its market growth stable because of concealer is very useful to cover the imperfection on the skin. It is an important character that it can give people a better appearance. This product is mainly used by women, but use among men is increasing.The concealer is a type of makeup used to cover under-eye circles, pimples and other small blemishes visible on t he skin.The concealer in addition can cover redness and even body flaws such as birthmarks, scars and vitiligo.The market of concealer has vivid competition, for instance, The Body Shop(Product name Tea Tree Concealer), Bobbi Brown(Product name Creamy Concealer), Cle de Peau Beaute(Product separate Concealer), Beauty Tech(Product Name Ice-cream Concealer ), MAC(Product Name Select Cover Up), Shu Uemura(Product Name establish Cealer) etc.Also, some of the concealer is especially for a part of skin for example, totally face, under-eye circles, pimples.* Product critical review Tea Tree Concealer (The Body Shop)We are management on The Body Shops Tea Tree Concealer, which launched in 2009.Tea Tree Concealer is a handy portable stick to conceal blemishes which without over drying the skin. It also produce with organic tea tree oil. Tea tree oils ingredient renowned for its anti-bacterial benefits and an infusion perfect to help blemished skin. Also, it traditionally used to promo te healthy-looking skin and has waste skin moisturising properties. It approachs HK$139 / 4.5g (2012s price).Competitor Analysis* JurliqueJurlique has spent 25 years to explore the organic and biodynamic ingredients and our unique Bio inherent process to relieve oneself the purest, most powerful skin care. From biodynamic farms in South Australia, the leading inbred innovation, we have to unlock the potential of the combination of nature and science to create an effective product is beautiful. Just means you healthy, beautiful skin.The Jurlique farmTheir grind on the farm lived a pampered life. Jurliques founders searched the worlds richest, most clean on Earth, to build our farm. They found that, in Adelaide (Adelaide Hills). Today, this pristine environment is a wide variety of plants, herbs and flowers, and caters the natural forces Jurlique high performance mixed. As the only Australian beauty brand, our own certified biodynamic farm (NASAA, the interior(a) Association of Sustainable Agriculture, Australia certification), we can prove the purity of our harvest. We follow set organic and biodynamic farming principles, in pitch to achieve our recognition. In locate to maintain a perfect nature, we tend to pick the crop of hand-sorted. The nature of the work and do not oppose it, and we strive to create a richer soil, which means healthy plants, extend and more effective products. So this is a natural process, better farming more beautiful skin.BenefitsIt is a natural skin tones concealment cream, in order to help to reduce the appearance of defects. Also, it can help balance oily skin surface sebum moderationist and can help defend environmental aggressors.IngredientsThe witch hazel raise objects and tea tree oil help to gently clean and incorporate sebum in the skin surface. The marigolds and self- ameliorate extract offers comfortable performance and help rebalance the sensitivity. Aloe extract and glycerin strongly hydrate, and helps to s often the skin. Grapefruit seed extract contains antioxidant properties and helps hold dear the skin against environmental damage.* OriflameOriflame was founded in Sweden in 1967 by Hanlin brothers, has become an international market in more than 60 countries around the world. Cosmetics direct selling company. Oriflame has a wide variety of innovative product lines, Sweden, natural beauty products by 360 Million independent sales consultants are exchange worldwide, and has created more than 1.5 billion euros a year in sales. It is natural beauty products from Sweden.Oriflame offers industry-leading life opportunities, and help people to earn income from the first day of added duration moving. The finis of the current personal dreams and ambitions, this is our unique the career concept the creation of wealthiness today, tomorrow achievements Dream.Respect for people and nature, become the basis of the companys operating Philosophy, and is reflected in the companys social and environmental policies. Oriflame co-founder of the mankind Childrens Fund, and contributions to numerous global philanthropy projects. Oriflame is a listed companies, the stock is listed on the NASDAQ OMX Nordic Exchange.-SWOT AnalysisWe are focalization on The Body Shops Tea Tree Concealer, which launched in 2009. We use the SWOT Analysis to analyse Tea Tree Concealers Strengths, Weaknesses, Opportunities and Threats.StrengthsThe Body Shop International plc is a part of the LOral bodily group. LOral Corporate has a lot of capital, it can support The Body Shop International plcs finance and it can have some large scale promotional campaign without come across financial problem.Also, the LOral Corporate is the largest cosmetics and beauty company in the world. It is famous, so, The Body Shop International plc can use the LOral Corporates brand name to have some promotion and it will be more effectively. Furthermore, the Body Shop International plc has a positive reputation and im age because of their non-animal-testing and fair trading company image. It can attract some customers, who support non-animal-testing and fair trading, to buy the products.For the Tea Tree Concealer part, one of its strengths is that it is a handy portable stick. This is because customers can easily bring it goes out and leave in somewhere easily. later on use the Tea Tree Concealer, it will be without over drying the skin and it is good for our skin too. Moreover, the Tea Tree Concealer is made of organic tea tree oil, which is not only an infusion perfect to help blemished skin, but it can also attract customers, who support using organic raw material, to buy it.WeaknessesThe Tea Tree Concealer only has one color tone, it is not suitable for every because antithetic people have different skin color. It only has one color tone that it can satisfy a little part of customers but not lots of customers. Without doubt, everyone has different skin, such as dry skin, oily skin, combinat ion skin, normal skin and sensitive skin. The Tea Tree Concealer only has one type and it also cannot satisfy lots of people, only a little part of customers can use it.Also, as we all have it away, The Body Shop International plc is founded in the UK in 1976 by Dame Anita Roddick. It is a western company and their products ability be more suitable for foreign people. Therefore, the Tea Tree Concealer may not be suitable for Asian. It cannot satisfy more people. OpportunitiesFirst of all, umteen existing cosmetics and skin-care products were tested on animals out front they promote to the market in order to make sure the usage of them will not misemploy human bodies. However, The Body Shop against animals testing, every one of the products is animal stiffness free and vegetarian, which means we do not destroy the habitat of the animals and us. As a result, this is an opportunity of us to promote our product with this special characteristic.The turn one is that the product hav e not taken care the mens market. The skins of men and women are not the identical, so do the demand of them. If we still only focus on the womens market, our sales would only stay in the same level, so we should not only focus on the womens needs but also the mens to enlarge the market. As a result, this becomes one of the opportunities for the company to expand the mens market and to increase sales volume.Third, the Body Shop is back up union Fair Trade, for example in Kenya. Most of the products contain Community Trade ingredients. This can attract customers who are also supporting Community Fair Trade. The body shop is also defending human rights, in order to treat all people in a fair and open stylus, to respect and value their integrity.Last, we are seeking and sustaining natural materials, and using planets resources wisely. These are the slipway how we approach our environmental target, nurse our planet.ThreatsThe competition from competitors such as Jurliques natural skin tones covering cream who are also at the same level is keen. They are also providing same type of products and which are inexpensive to attract our same target groups. As a result, we have to allot about what are our vantages and extent them to get more awareness.Furthermore, the brand image of The Body Shop has become old, and is it notthat attractive to the new young customers. So there is a need for The Body Shop to rebuild the image into fashion and vitality.-Marketing ObjectivesOur marketing objective has two parts, one is soon border and other one is long margin. We will explain as follow. inadequate TermBased on the SWOT analysis of Tea Tree Concealer, it mentions that Tea Tree Concealer needs to be more popular. Therefore, the marketing objective is to enhance the promotion of Tea Tree Concealer that can increase 5-10% sales in short term. It means that we will increase 5-10% sales of Tea Tree Concealer in 5 calendar months.Long TermAs for the long term objectives of The Body Shop, it mainly has two steps want to achieve.1. Develop a new tea tree concealer for menFrom different researches in the market, we know that the make-up market for men is now expanding more men are more focus on their appearance for different perspectives. Therefore, The Body Shop should invent a new tea tree concealer for men only, which can focus on the needs of men, such as promotes healing of acne, keeps your skin elastic and improves appearance of wrinkles and fine lines. As a result, the company would like our research and development department can invent a men concealer within nine months time.2. Sale 10000 concealer within half(prenominal) a dozen monthsThe company aims at maximizing the profit of the company. If The Body Shop promotes the new product, Mens Tea Tree Concealer, its focus on the needs of men, so The Body Shop can increase its profit as it promotes a new men product. The company will have a headwaynaire in the future so that we canknow more ab out our market, for example, setting our target group, the price that people can accept, which promotion strategies is the shell for our market. As a result, we would like to sell 10,000 pieces of concealer within six months time, which is a measurable objective.-Marketing Strategies scam termTo mention the short term objective of the Body Shop, we mainly want to attract some new customers by the new products. On the other hand, we also need to make the original customers continues to consume on our brand. And thus, we have discussed four mainly short term strategy to achieve our aim.1. AdvertisementThe Body Shop can have three major(ip) ways to show our advertisement. The first one is Facebook. Nowadays, Facebook is a popular website to let people share their feelings and photos. And Facebook in Hong Kong is also necessary to people. Thus, do promotion on Facebook is an effective way to make more people know our new products.The second one is magazines. Magazines major target is o ffice workers and the teenagers, and this target group is same as our products. Therefore, promotion on the magazines one big page can diffuse to let our targets know our new products.And the third one is promote next to the MTR escalator. MTR has many streams of people every day. And it is free when the people are standing on the escalator. So, display on the escalator advertisement board is also easy to let people know our promotion.2. DiscountFor the general customers, The Body Shop can give them 5-10% off discount. And the VIP can get one more discount after the new product has got 5-10% discount. It will be effective that the cheaper price can make the peopletry it and also it can conveniently to attract more people being The Body Shop VIP.3. specimenThe Body Shop can give out the sample more effectiveness. If we just commonly give out the sample on the street will wreck the value of product. And thus, we have be after to ask people like and share the post on Facebook, after that show it to the staff, then they can get one sample. This method can let people try our new product and also indirectly help our brand having a promotion simultaneously.4. SponsorshipWe try to have corporation with Mannings and Watsons. If people consume above $150, they can get a sample of Body Shop. Sponsorship can provides a great means of broadening our combative edge by improving our companys image prestigiousness and credibility by supporting events that your target market finds attractive.Long termFor the long term plan for the Body Shop, the company purposes one and half year plan, which help the Body Shop to achieve the goals on evolution a new tea tree concealer for men and increase the sale for product. The company will divide the plan into 4Ps.ProductAs we all know, the make-up market for men is now expending so the Body Shop should grab this golden opportunity to develop a new tea tree concealer for men only. The skin is different amongst men and women, the com pany should focus on the needs of the mens skin purpose. The company target group is based on beneficial segmentation because our product is only for men who have acnes on their faces.Although we all know that the cost for Research & Development is very high, the company imagine that people will also come and buy our product. Recently the company has make a survey on the Body Shop and its products.The interviewees thought the Body Shop is popularization, people are able to afford the price range. Therefore, we think put in money on R & D, later on, the Body Shop not only can earn the profit, also earn the advertisement benefit as they not only care about women but also men.PriceMarket-Penetration pricing is the company choice on setting price. The tea tree collection of the Body Shop is famous in Hong Kong but the tea tree concealer is not familiar with the men. Therefore, we decide that when the product first enters to the market, the company will set a comparatively low price so that it can attract more customers and get feedback from the public. People will trust buying our product because of low price, after they have used, they can re-buy the companys product.Moreover, in market there is just a little amount of concealer that is only men, our product must keep a competition with other products because if the price set very low from the average, other competitors will also set a very low price, this cannot help the company to maximize the profit, it will greater the loss. If we set a high price, people are not willing to buy the company product as there are other concealers getable in the market. The company set a price on $159 per new tree concealer for men which is a commonsensical price.PlaceIn order to let more people to know more about the new tea tree concealer for men, the company will set up a special counter in shops, which is the company promotional product. Some salesperson will promote the new product as men may feel shy to buy make-up pro duct so set up a counter is every shop help the company to find some target.PromotionFirst, the company will give out some sample if people click like in Facebook fans page, with the dispose of technology and the common of using smart phone, people are more easy to obtain different information online, so Facebook is an efficient channel to promote the new tea tree concealer. Thecompany will upper limit given out 10000 sample tea tree concealer.Second, the company decides to have goggle box promotional campaign, people who have tried to use our product can join this competition. The users have to make a video about the feedback from using new tea tree concealer the top 10 participants who obtained highest like on their video clips can win $1500 cash. In this way, we delight a promotional advantage as participants will share their video clip for one another so that more people will know about our product. Also, the participants can show a positive come across for the public, the p ublic can see the positive sides of using the new tea tree concealer.-Marketing TacticsThe short term and long terms action plan is presented as follow. It shows the different strategies use in different time.Short termMagazine PromotionFacebook PromotionSampleSponsorshipMTR AdvertisementDiscount1st monthsecond month tertiary month4th month5th monthMagazine PromotionFacebook PromotionSampleSponsorshipMTR AdvertisementDiscount1st month2nd month3rd month4th month5th monthLong termResearch and Development of New ProductReviewdelineation Promotional CampaignFacebook PromotionSample1st9thtentheleventh12th13th14th15th16thseventeentheighteenthMonthsResearch and Development of New ProductReviewVideo Promotional CampaignFacebook PromotionSample1st9th10th11th12th13th14th15th16th17th18thMonths-Marketing Budget THE BODY SHOP Statement of Comprehensive Income (for the Promotion of Tea Tree Concealer & Mens Tea Tree Concealer ) Short Term (5 months)* Long Term (18 months)* Note HK$ HK$ Sales 1 4,170,000 1,590,000 slight Cost of Goods sold 2 1,876,500 715,500 Gross Profit 2,293,500 874,500 Expenses Advertising Expenses 3 (520,000) - Samples Expenses 4 (646,350) (238,500) Research and Development Expenses 5 - (400,000) Promotional stand 6 - (29,500) Video Promotional Campaign 7 - (15,000) (1,166,350) (683,000) Net Profit 1,127,150 191,500 Statement of Comprehensive Income*Before having promotion, the sales is HK$ 3,750,000 in 5 months. **Long terms sales period is 6 months.Note1. Sales* Short term HK$ 139 x 30,000 = HK$ 4,170,000Sold 200 pieces of concealers a day sold 30,000 pieces of concealers in 5 months. * Long term HK$ 159 x 10,000 = HK$ 1,590,000Sold 10,000 pieces of concealers in a half year.2. Cost of Goods soldAccording to Prudence concept, the cost of concealer is 45% of the price. * Short term HK$ 4,170,000 x 45% = HK$ 1,876,500* Long term HK$ 1,590,000 x 45% = HK$ 715,5003. Advertising ExpensesHK$ 1 x 500,000 + HK$ 20,000 = HK$ 520,000$1 /page in magazine 50 magazines MTR Advertising Expenses HK$ 20,000/month. 4. Samples ExpensesThe sample size will be the 1/3 of the original size, the cost of the sample also be the 1/3 of the original cost. * Short term HK$ 20.85 x 31,000 = HK$ 646,350Each sample costs HK$ 20.85 (HK$ 139 x 45% x 1/3) 31,000 pieces of sample. * Long term HK$ 23.85 x 10,000 = HK$ 238,500Each sample costs HK$ 23.85 (HK$ 159 x 45% x 1/3) 10,000 pieces of sample. 5. Research and Development ExpensesThese expenses include research informations cost and develop the Mens Tea Tree Concealers cost. Around cost HK$ 400,000. 6. Promotional BoothHK$ 500 x 59 = HK$ 29,500Each store has a promotional Booth It costs around HK$ 500 for each. The Body Shop has 49 stores in Hong Kong. And it has 10 booths as spare. 7. Video Promotional CampaignHK$ 1,500 x 10 = HK$ 15,000Each winner has $1500 cash. There are 10 winners in total.--Con clusionIn conclusion, based on the SWOT analysis of Tea Tree Concealer, it mentions that Tea Tree Concealer needs to be more popular and needs to uses the gender segmentation that to enlarge the market with the mens market because the demand of mens cosmetics market is increasing especially of the concealer. Therefore, the marketing objectives are to enhance the promotion of Tea Tree Concealer that can increase 5-10% sales in short term and in long term, The Body Shop can develop a Mens Tea Tree Concealer to satisfymens satisfaction of concealer that the concealer can take care about mens face skin.For the marketing strategies, for short term, the body shop can use promotion tools, such as advertising in Facebook, beauty magazines and promote next to the MTR escalator. Also, the body shop can give general customers 5-10% off discount for buying Tea Tree Concealer. And the VIP can get one more discount after the new product has got 5-10% discount. Moreover, The Body Shop can give out the sample for people like and share the post on The Body Shops Facebook page, after that show it to the staff, then they can get one sample and The Body Shop can have corporation with Mannings and Watsons. If people consume above $150, they can get a sample of The Body Shop. For long term, The Body Shop can uses marketing mix (Product, Price, Place and Promotion), to increase the sales of Tea Tree Concealer and to open up the mens concealer market, a mens product that calls Mens Tea Tree Concealer. In product strategy, The Body Shop can put in money on Research & Development, to develop the Mens Tea Tree Concealer.In pricing strategy, Market-Penetration pricing is the company choice on setting price because the tea tree collection of The Body Shop is famous in Hong Kong but the tea tree concealer is not familiar with the men. In promotion strategy, The Body Shop can set up a special counter in shops, which is the company promotional product. Some salesperson will promote the new p roduct as men may feel shy to buy make-up product so set up a counter is every shop help the company to find some target. Also, the company will give out some sample if people click like in Facebook fans page and to have video promotional campaign, people who have tried to use our product can join this competition. The users have to make a video about the feedback from using new tea tree concealer the top 10 participants who obtained highest like on their video clips can win $1500 cash.For the marketing budget, Statement of Comprehensive Income that it is for the Promotion of Tea Tree Concealer & Mens Tea Tree Concealer, it shows that it will have a profit in the end of the promotion of Tea Tree Concealer and also have a profit in develop a Mens Tea Tree Concealer.-Bibliography* The Body Shop (seen on 20th September 2012)http//www.thebodyshop.com.hk/tc/index.aspx* The Body Shop Wikipedia, the free cyclopaedia (seen on 20th September 2012) http//en.wikipedia.org/wiki/The_Bodyshop* LOral (seen on 20th September 2012)http//www.loreal.com/_en/_ww/index.aspx* LOral Wikipedia, the free cyclopedia (seen on 20th September 2012) http//en.wikipedia.org/wiki/Loreal_Kids* Oriflame (seen on 8th November 2012)http//gb.oriflame.com/* Oriflame Wikipedia, the free encyclopedia (seen on 8th November 2012) http//en.wikipedia.org/wiki/Oriflame* Jurlique (seen on 8th November 2012)http//www.jurlique.com/* Skin Care Jurlique Hong Kong (seen on 8th November 2012) http//www.jurlique.hk/catalog/main.php?cPath=1--Appendices1. Sample of the QuestionnaireQuestionnaire on The Body Shops Tea Tree ConcealerHello, we are students of the Hong Kong Institute of Vocational training(Morrison Hill), we are conducting a project of Marketing, and is currently conducting a survey about The Body Shop Tea Tree Concealer. All of the information you provide in this questionnaire will not be used for commercial purposes, and destroyed at the end of the project-based learning. 1. What is your per sonal feeling or prospect towards The Body Shop? (1 is very bad while 5 is very good) 1 2 3 4 52. Which of the following vocabularies is/are to appoint The Body Shop? (Can choose more than 1 answers) popularization with initiative moral sense expensive products good quality of products poor quality of products others_______________ 3. stool you ever seen the tea tree concealer of The Body Shop? Yes ( go to question 4) No (go to question 5) 4. Have you ever bought this tea tree concealer before? Yes ( go to question 6) No (go to question 7) 5. As our product helps to protect from anti-bacterial and it is an infusion perfect to help blemished skin. Moreover, it promotes healthy-looking skin and has idle skin moisturizing properties. The size of the tea tree concealer is 4.5g which cost $139. After clear-sighted the benefit out product, will you consider to buy it? Yes ( go to question 6) No (go to question 7) 6. Why will you choose to buy or consider our product? ( Can choose more than 1 answers) (can choose more than 1 choice) Price consideration functions coupons influence by media functions of other brands products Others_______________ 7. Why wont you choose to buy or consider our product? (Can choose more than 1 answer) (can choose more than 1 choice) Price consideration functions Personal feeling I gaint do any make-up functions of other brands products Others_______________ 8. What ways can attract you to buy our product? (Can choose more than 1 answer) (can choose more than 1 choice) Advertisement Discount / coupon Sample Gift / Present Others_______________ 9. What is you gender? Female Male 10. What is your age group? 18 or below 19-25 26-32 33-39 40 or above 11. What is you business? Banking / Finance Engineering Building / Construction Hotel / Tourism Education retail Beauty Care Others_______________ Thank You The company has made an online questionnaire which is relate to this topic, as Cantonese is a common language in Hong Kong so the company decided to upload a Cantonese version to the public. The link is as follow https//docs.google.com/spreadsheet/viewform?pli=1&formkey=dGNfd3ppOXNxc3JTVUVZMUdtdFVIS3c6MQgid=02. Result of the Survey1. What is your personal feeling or opinion towards The Body Shop? (1 is very bad while 5 is very good)Before the company asks questions about the concealer, some background information about the brand name is needed. This question ask the interviewees to give marks on The Body Shop, the average marks is 3.83, nearly 70% of interviewees give more than the average marks so the Body Shop have a positive image in public.2. Which of the following vocabularies is/are to describe The Body Shop? (Can choose more than 1 answers)As mentioned above, the Body Shop has a positive image so the company would like to know more about the opinions from the public. More than 80% of interviewees responded that the Body Shop is popular is Hong Kong, there are lots of shops in different parts. 32% and 52% of interviewees think the Body Shop run its business with enterprise conscience and the product quality is high respectively. However, 11% and 4% of interviewees have banish imageon the Body Shop, they think the products are quite an expensive and the quality is not really good. Therefore, we may consider the price while setting for the new tea tree concealer for men.3. Have you ever seen the tea tree concealer of The Body Shop?The company should have some rating meeting on the promotion strategy on tea tree concealer as the nearly 60% of them have never seen the tea tree concealer before which cannot help the company to increase sales. Only 40% have ever seen the concealer before, this reflects the promotion is not strong enough.4. Have you ever bought this tea tree concealer before?There are totally 59 interviewees responded that they have seen tea tree concealer before but only 40 of them which is nearly 70% have bought before, this seems to be a huge number. However, overall speaking, for all the interviewees, there are only 29% of them bought it. This is not a good situation because only few amounts of people have bought before.5. As our product helps to protect from anti-bacterial and it is an infusion perfect to help blemished skin. Moreover, it promotes healthy-looking skin and has fantastic skin moisturizing properties. The size of the tea tree concealer is 4.5g which cost $139. After knowing the benefit out product, will you consider to buy it?For another 79 interviewees, 50 of them will consider to buy tea tree concealer, which is 63%. This means there is higher potential for our market to expand. Its because the public dont know about the advantages of the tea tree product. From this question, we know that our promotion is not strong enough so we have to improve in future. Also, people may consider about the benefit of the product which is an important element for customers to choose.6. Why will you choose t o buy or consider our product? (Can choose morethan 1 answers)For this question, the number of interviewees have to answer is 90, this question aim to find the reason for customer to consider buying our product. 77of the interviewees think that the functions and benefits is very important, 74 of them think the price is reasonable to afford, this means people are consider about the quality and price. Moreover, affected by the other competitors and brands, people will choose to buy the tea tree concealer from the Body Shop. So when the company decides to develop the new tea tree concealer for men, some specific function should be added on in order to attract more people to buy.7. Why wont you choose to buy or consider our product? (Can choose more than 1 answer)For this question, the number of interviewees have to answer this question is 48. 25 of them responded they dont make up so this group of people is not the company target. 27 of them think the price is relatively high which is a disadvantage, also there have to face the competition from other brands, so people will affect by other company.8. What ways can attract you to buy our product? (Can choose more than 1 answer) (can choose more than 1 choice)In order to set the company promotional strategy, this question ask about which ways can attract people to buy the tea tree concealer. 85% of them think discounts and coupons are very attractive for them to buy. Moreover, give out samples is also a good way to promote the tea tree concealer. 92 of the interviewees think that gift is quite attractive as they can try to us our product. If the feedback is good, they will re-buy the companys product.9. What is you gender?For this questionnaire, there are 87 males and 51 females have answered our questionnaire.10. What is your age group?Nearly half of the interviewees belong to age between 19 and 25 and 30% are belong to age between 26 and 32.11. What is you occupation?33% of the interviewees are students who dont have enough buying power which may affect our result a little bit. Moreover, the remaining interviewees are