Marketing Plan - Silky Girl

6899 Words Jun 13th, 2013 28 Pages
1. EXECUTIVE SUMMARY This marketing plan for SILKY GIRL includes aspects such as a Situation Analysis, Objectives, SWOT, PEST, Porter’s five forces, Measuring of Target Markets, Strategic Marketing Mix, and the Implementation and Evaluation.

With Porter’s five forces, we will be able to understand how we should improve the company and understand competitors better. Also, it will help us understand the market and how we should position our company before entering the market

The marketing plan aims to further publicize SILKYGIRL’s product line through extensive commercial advertising as well as to further add value to their existing product lines, introducing a new product line, SILKY LUXE to cater to a different type of
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These stores are pretty accessible for the consumers.

3.1 Market Summary
SILKYGIRL’s customers are youths, young adults and teenagers. They aim to provide Halal cosmetic products to cater to the Muslims.
When SILKYGIRL came into the mass consumer cosmetics market, there were many competitors. Launched in May 2005, their competitors are established brands such as L’ORÉAL, MAYBELLINE, REVLON, SHISEIDO, ZA and market leader AVON. They use celebrities such as Felicia Chin and Edmund Chen to endorse their products and target on youths and young adults. Their products are not wide in range and have a very limited choice. Some of the popular products are eye shadow and eye liner which cater to beginners as they have clear instructions on how to use and apply at the back of the packaging.

Market Demographics
Demographic segmentation is to segregate the market into groups based on variables like age, gender and occupation. For the purpose of this marketing plan, the market will be divided according to two main demographics of workgroups which are the Generation X and Generation Y. People born between 1965 and 1979 are categorized into Generation X while people who are born in the year 1979 and onwards are considered to be in Generation Y.

Generation Y
Gen Y are innovators, creative and often seek for new things. They are not brand loyal and often switch brands to try out new products. They are corporate and political sceptics. Large

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