MARKETING PLAN FOR NAIL TOUCH

Submitted by:Shally hundalCMBA5/ 1506

EXECUTIVE SUMMARY

Consumers often associate the upscale nail polish with special occasions. Want to show and emphasize NAIL TOUCH as an elite nail polish that can be worn everyday because “every day is an occasion with NAIL TOUCH.” Therefore, users should always choose NAIL TOUCH when they change their nail colour. NAIL TOUCH’S ability to make everyday seem like an occasion boosts confidence and self-esteem in product users. Thus, it is imperative for consumers to view NAIL TOUCH as a lifestyle brand as long as they want to make every day an occasion.

MISSION We are dedicated to producing high

quality products at fair and reasonable price.

using only the best possible ingredients and raw materials.

Against animal testing  Carrying product variability and quality to

the top levels by following fashion trends and consumer tendencies,

Ensuring the continuity and maintainability of the NAIL TOUCH.

VISION To be the company that

best understands and satisfies the product, service and self-fulfilment needs of women globally.

Growing by carrying its success in colourful cosmetics to the other cosmetic areas,

NAIL TOUCH colours provide the perfect accent to any individual style.

From neon's, to reds, corals, to shades of blue, our colours inspiration is found on the shores , the nightlife , and beauty within every woman.

unique lacquers contain China Clay as a nail hardener, the same material that gives porcelain its shiny finish.

Its one-of-a-kind formula holds a special balance of polymers, to maintain colour, shine and lustre.

resins, to enhance flexibility and adhesion, that work together to create a nail lacquer that is chip- resistant, long lasting and durable.

PRODUCT DESCRIPTION

WOMEN HAVE UNIQUENEEDS, WANTS & DEMANDS

• Needs: Every women needs a place to belong, they gain self- esteem through compliments and achieves self-actualization through listening and expressing their own taste (choosing colours and being stylish)

• Wants: Most women will prefer NAIL TOUCH over other nail polish brands because it comes in numerous different colours; it dries fast and stays on for a long time without chipping.

• Demands: Fashionable shades, dries quickly, rarely chips, long lasting, worth the price

STRENGTHS comes in different beautiful colours and effects inventing new shades for their stylish and fashion

forward collections. glossy lacquers work in perfect cohesion with our

professional nail treatments for lasting strength, durability and overall gorgeous nails.

NAIL TOUCH will endorse its company by creating products and campaigns that women can communicate to their everyday life.

handy and stylish bottle designs Affordable price Fast dry

WEAKNESS Women are scared of taking risks and letting go of their traditional and

previously used products. So much more work and effort should be put in the advertising department.

Target is lower class and middle class

OPPORTUNITIES• The company covers the needs of women of

all ages and all social classes. • Innovation • Product and services expansion.• Increasing number of working women

Competition Price wars Local competitors selling products at

cheaper rateIn the market local players are giving cheaper products to the consumers, so consumer will prefer to cheaper products. Because of globalization increasing

number of competitorDue to globalization competitors are entering to our cosmetic market so definitely it will be the major threat Market leaders that dominate the cosmetic

industry

THREATS

SEGMENTATION

BEHAVIOURAL

OCCASIONS

BENEFITSUSER STATUS

DEMOGRAPHIC

AGE GENDER

16 - 45 FEMALE

GEOGRAPHIC

METROPOLITAN TOWNS

TARGET CATEGORY• Women ages 16-30 that are fashion

forward and eccentric • women ages 30-45 that are young at heart

and enthusiastic, Lower & Middle Class, Single/Married)

• Busy Women, These women are always on the go and when they don’t have time to go to a salon, they seek out the best professional products to use on their own time.

The target market invests in their nails, cares about quality, and is considered to be trendy and fashionable.

PEST ANALYSIS

POLITICAL FACTORSIndian cosmetic industries is least affected when compare to other developed economy and Indian cosmetic industry developed by 7.5%.

ECONOMICALIndian economy registered a growth of more than 9 % for last three years and it maintained robust growth rate as compare to other countries which are developed and developing, so Indian cosmetic industry is directly related growth of economy, which is highly support cosmetic industry

SOCIAL Organizing social and promotion events like fashion week and other fashion shows, which build huge reputation among the people

TECHNOLOGYTechnology advancement changes the face of traditional Indian cosmetic market. It is giving faster and secured service, strong consumer understanding . Company can also introduce new innovating technology due to advancement in technology, Hence technologies continue to evolve and it will meet consumer expectations and habitats

MARKET MIX

PRODUCT CATEGORY

BASIC PRODUCT

EXPECTED

PRODUCT

AUGMENTED PRODUCT

COREBENEFIT

PRODUCT DIFFERENTIATION

By offering the NAIL TOUCH in various size and shape to attract customers and giving more choices for customer. Give products in more color and various shining. Featuresdifferentiate the product through features of the product by giving more features to customers like fragrance rapid drying and shining at all time.

Performance and quality by lasts up to ONE to TWO weeks enamel bonds with nails naturally.

PRODUCT CLASSIFICATION

According to durability and tangibility products, it can be classify into nondurable goods.

When we classify according to consumer – good classification, it comes under convenience goods.

And we can it is staple goods.

MARKET IMPLEMENTATION

PRODUCTS:• Nail Treatment • Nail Enamel• Nail Art Enamel• Dry & Shine• Nail sugar coats• Nail electric pops• Nail jewels• Nail art kit • Hand & Nail Butter • Nail Enamel Remover • Nail Polish Corrector

4P’S

PRICE:The suggested price of RS 40 - 120 to be able to reach those who can’t afford to purchase multiple NAIL PAINTS at one time.

Promotional pricing Company can give price at special event pricing, so they can give at discounted price during WOMENS DAY,MOTHERS DAY etc..

Responding to competitor’s pricingif the competitors changes the price means, company have to analyze the market situation and why competitor changed the price and then change the price according to competitor’s price to sell the products.

Differentiated priceCompany can offer time pricing and image pricing. They can set the price according to quality and quantity of the product

There is a significant change in market distributional channel of cosmetic products. Distribution places are Hyper markets Super markets Departmental stores

PLACE

PROMOTION:• It is important to keep our product in market. Internet and

television is the common communication tools.• We must have an advertisement in the beginning in this way

we are easily accessible to everyone.• Also , we desire to reach to our costumer by using catalogue . • On the other hand we should apply discount on special days

(valentine day, mother’s day, women's day etc.)

• e-mail marketing: in the from of attractive e-brochures to the prospective clients.

• social media marketing: facebook application which would enable users to share various nail polish design using their own pictures and also contest on Instagram is a great way for communication.

• Saloon owners meet: The our team should organise a meet for the owners of big saloons. After the meeting should give VIP discount card in this way they can use our products at their saloon. Flyers distribution to get recommendations – to get a positive effect on the business. Encourage people to talk about us.