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Feb 20, 2024

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Push It Up Brows, Group Project Gaminda Kasun Danthanarayana – (2222107) University Canada West Marketing Management (CAMPUS-Spring23-38) Professor. Houman Sasha Sanandaji September 03, 2023 0
Table of Contents 1. Organizational overview ........................................................................................................ 1 2. New Product Description ....................................................................................................... 2 3. SWOT analysis ....................................................................................................................... 3 4. Marketing research ................................................................................................................. 5 5. Segmentation and Target Market ........................................................................................... 7 6. Differentiation and positioning ............................................................................................ 10 7. Stage of the product life cycle .............................................................................................. 10 8. Marketing mix ...................................................................................................................... 11 9. Budget .................................................................................................................................. 19 10. Control/monitor .................................................................................................................. 21 11. Strategic Recommendations for PUSH IT UP BROW ...................................................... 23 References ................................................................................................................................ 24 1
1. Organizational overview Brows Hair Makeup by Sara Sadr established in 2020 by Sara Sadr a professional artist of Persian Canadian descent located in Vancouver, British Columbia represents a dynamic presence in the beauty industry (Sobhan, 2022). The company specializes in offering personalized beauty services and innovative products catering to a diverse clientele ranging from everyday individuals to professional makeup artists. With less than three years of industry experience Brows Hair Makeup by Sara Sadr aspires to global recognition and aims to secure a place in renowned retailers such as Sephora. Their mission statement is to bridge the gap in the market for personalized grooming and makeup services by delivering tailored and professional eyebrow grooming solutions (Sobhan, 2022). This organization operates on a foundation of core values that include a dedication to personalization, unwavering professionalism and a commitment to innovation, a global perspective and the steadfast goal of addressing market gaps in the beauty industry. The company offers a comprehensive product mix including Bridal Makeup and Hair, Photoshoots, Film and TV Makeup and a range of Eyebrow Services such as grooming, lamination, tinting, Henna brows, and waxing. An exciting addition to their product line is PUSH IT UP BROWS a testament to their commitment to innovation. Under the leadership of Sara Sadr, Brows Hair Makeup by Sara Sadr continues to push boundaries, redefining the beauty industry and fulfilling its mission of providing personalized beauty solutions to meet individual needs. 2. New Product Description PUSH IT UP BROWS product series has two main products as, 2
Push It Up Brows Soap Bar PUSH IT UP BROWS Soap Bar offers an exceptional solution for maintaining impeccably groomed eyebrows throughout the day granting the much coveted laminated eyebrow appearance without the need for a lengthy commitment. This cruelty free and clean approved soap bar is meticulously crafted, boasting an enriching blend of nourishing peptides, Shea Butter and Avocado Oil which not only ensures a durable hold for your brows but also fosters the promotion of robust hair growth. Furthermore this product proudly stands as a paraben and sulfate free formulation prioritizing gentleness and safety for seamless everyday use (Push It up Brow Soap | Perfect Volume for Eyebrows, n.d.) Push It Up Brows Activator PUSH IT UP BROWS Activator is an innovative mist spray designed to amplify the efficacy of PUSH IT UP BROWS Soap Bar. This multi-purpose spray serves not only as an enhancer for brow care regimen but also as a refreshing facial mist for revitalizing skin throughout the day. Comprising a lightweight formula infused with nourishing ingredients it promotes healthy hair growth while simultaneously maintaining the freshness and hydration of skin. (Push It up Brow Soap | Perfect Volume for Eyebrows, n.d.) 3. SWOT analysis At the strategic planning stage, many organizations do SWOT analysis to identify and assess current resources, both internally and externally, researching emerging patterns and trends that may generate positive or negative consequences on businesses. (Namugenyi et al., 2019) a. Strengths b. Weaknesses High quality product Limited color options 3
Quirky packaging Relatively expensive c. Opportunities d. Threats Growth in Global cosmetic industry Growing E-Commerce platform Robust increases in the distribution channels Fluctuations in the raw material prices Increasing competition in the market Increased promotional activities by the manufactures Availability of cheap alternatives against higher end makeup brands e. Trends Colored Brows (Rainbow Brows) Particularly Gen Z is accepting brows in all shades of the rainbow. Colorful mascara for the brows applied with a spoolie and utilized in the same manner as brow gel or combine a highly pigmented eye shadow with gel are options for this trend (Gomez, 2022). Brow Bleaching Under this trend more consumers prefer their brows be toned to match their hair color and bleached only a few shade lighter than their original color (Parkins, 2023). Straight brows This trend help to open up the eyes and lift the face while maintaining a youthful fresh appearance for the eyes with the tail of the brow is slightly lifted (Parkins, 2023). Effortlessly Undone Brows This trend favors less groomed, lower maintenance brows with little to no product showing. Products like a decent clear gel to show actual hair texture have opportunities to capture 4
market under this trend (Noble, 2023). Fluffy Brows/Laminated Brows A spoolie brush and a basic bar of soap are being used in this fashion. To create a larger fluffier look and precise shaping the soap functions as a pomade to hold hairs in place (Parkins, 2023). Natural Brows According to that a neat and tidy natural brow will always be in vogue despite the other trends which come and go. The hairdresser draws delicate, feathery strokes in the brow gaps to resemble hair with a fine, sharper brow pencil (Parkins, 2023). 4. Marketing research A. Consumer Analysis Consumer research is critical for organizations to make educated decisions, optimise marketing efforts, and ultimately flourish in a competitive industry (Jr & Gates, 2018). Based on a consumer survey below finding were highlighted. Base Consideration Consumer Analysis Results Demographic Age Between age 18 to 45. Gender Females and Males (for Income Medium and High Income Occupation Beauty Professionals, Public figures, entertainment industry, Fashion industry, frontline professionals, Bridal and wedding industry, creative professionals.       5
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