1.0 Executive Summary
2.0 Situation Analysis
Our marketing plan for L.A.SPlash depeneds on 2 Elements:
1- Media, Advertising and propaganda
2- Information collection aboutthe market which considered essential point, I think it's important to explain my idea about this poin:
When we look to the repercussions of the global economic crisis of the mid-year 2008 and the intensification of the beginning of the year in 2009 and clearly shows that it has affected all companies in the various disciplines and sizes and locations, whether successful or stalled, however, as we say in the past that marketing is one of the elements distinguish successful companies (in accordance to many recent studies) was also marketing the fact that the negative impact on these companies is the least we can rely on one marketing activities, namely, the modern marketing intelligence Marketing Intelligence, which is not even played the role of marketing intelligence orchestic music conductor, the military commander in the field during management operations of these companies successful performance during the
scenarios and the current economic crisis, which is unprecedented in its strength, breadth and speed of the gravity of surprises.
Indeed, the period the market will not only prove to have the good information, good and the information was intended "that the appropriate information in terms of: health, accuracy, completeness, timeliness, format, cost, not to contain errors," and to identify the role of marketing intelligence in the face of crisis global economic us around, first to remove the suspicion of non-specialists have to believe that the marketing intelligence function is synonymous with espionage and ethical business between companies and business organizations, which is not true (although we recognize that it may happen in some of the marketing practices of some non-right organizations), and should know that intelligence does not mean the market only to identify the competitors prices and market plans.
The marketing intelligence system, one of the key elements of the marketing information system. Marketing intelligence, known as "the collection and data analysis environments, internal and external marketing and trends expected to support and streamline the marketing decisions." And extends the marketing intelligence system to include all elements of the marketing environments of the organization and the most important of which include:
A. Internal environment of the organization.
B. Immediate external environment (specialized) One of the most important elements: Competitors, suppliers, customers, trade unions, professional associations, official bodies, distributors, dealers, agents.
C. The external environment is the most important public elements: Geographic environment, legal environment, political environment, social environment, cultural environment, technological environment, technical environment, the economic environment.
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And tracking of marketing intelligence management strategy of the Organization to be responsible for strategic marketing decisions within the Group Decision Support Decision Support Team (DST) may also follow the senior management of marketing activity, if the Commissioner to take strategic decisions in marketing, according to the conditions and circumstances of each organization to be among the elements of decision-support system marketing decisions Marketing Decision Support System (MDSS), and through some of the programs advisory previous personal experiences with many multinational companies I can say that there are examples of non-traditional sub-systems to a modern and innovative tracking system, marketing intelligence organization is the most important of these sub- systems as follows:
Intelligence system for the analysis of complaints. Intelligence system to analyze the proposals and new ideas. Early warning system and monitoring the status of marketing. The study of competitors.
Measurement system and control the mental image of internal and external.
Steering system of public opinion and reverse the positive.
The study of the market position of the Organization Positioning.
Banking system experience.
System rehabilitation and training of intelligence.
There is no doubt that marketing intelligence of the social practices of any other abuses occur during the application of a negative, which is not a defect in the marketing intelligence itself, but in the methods and means of application. However, we are today and in the light of globalization forces of supply and increased domestic competition and international organizations to impose on the study and accurately: Where is the organization? Where are the others? What is going on around them? To start the organization after that first steps towards a competitive differentiation and this is what the target market intelligence, how opportunities can be exploited and how the threats could be avoided through the establishment and development of a system of marketing intelligence for the organization, including as much more than just a follow-up the prices of competitors!! Dealing with
several other activities including: analysis, finding, tracking, forecasting, communication, negotiation, link ... And many other intelligence activities.
The examples of the overlap in marketing policy, but many within the core of marketing activity, according to the famous Kotler, in an article entitled Mega-marketing, which assumed that the elements of the marketing mix should address the "policy" as one of its elements infrastructure, particularly for companies that deal with foreign markets. Thus, for example, that a company specialized in trading of imported cars has been the result of doubling the profits to benefit the management of intelligence information with the marketing from the analysis of political and legal environment and expectations of an increase of tax and customs duties on cars that State (which has already happened), then that happened avoided the major threats the same company that several years later when the expected marketing intelligence management company once again a significant reduction of such fees the result of negotiations with the World Trade Organization (This has happened as well).
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And marketing intelligence for the man in the world economic crisis was to provide answers to many questions in the field of business and the most important of which include:
When we merge with other companies? And how? With whom?
Do you have? Or lease? Why?
Should the expansion of the company now? Or deflation?
How are the banks? You are and where? The differences between the banks and some of them?
What are the market prices? How to determine competitors prices? And where prices go?
Why sell? And how? Where? And when?
What we need in the equation of local politics of the mother country? What is the size of our political decision-makers on the activity of the company? How can the development of those relations through the legal process?
Are there ideas and alternative ways of marketing the current problems? And how is it implemented?
As already pointed out that the market will prove the next period only has good information to support its marketing, which is one of the most important factors for success (if not the most important), which can be provided by the marketing intelligence that it is necessary to recognize the importance of Arab organizations and their application before it is too late
2.1 Market Needs
Today's teens are the most affluent generation of young people in history. Over one-third receives some kind of allowance from their parents, and nearly three- quarters work around the house to earn it. Almost one third of teens work while in school. Marketers recognize that a considerable number of teens work and treat them accordingly when encouraging them to spend on their products and services.
Marketing research indicates that major cosmetic brands available for teens are limited in color selection and identity. Mass-market brands such as Revlon, Maybelline, Loreal, Almay, and Sally Hansen target an extremely wide range of customers with minimum teen exposure and lacking a relative teen concept. Specialty teen cosmetics such as Jane’s, Caboodles, and Bonnie Bell, Karma or Lizzie McGuire are too cartoonish to be accepted seriously as a quality brand for teens. This is coupled with low or inferior quality products imported mostly from China and Korea.
Cosmetics sold in departmental stores are normally known for their higher quality and expensive retail pricing, making it out of reach for most teenage girls. The success of MAC Cosmetics revolutionized the industry in 1999 by providing extreme color concepts with high quality ingredients and priced at the near bottom of the
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upper price point. Women with lower income were willing to stretch their budget a little further to purchase a departmental store quality cosmetic product and also pay for unique colors not commonly available. Customers that can purchase departmental store cosmetics have no problem paying less for MAC Cosmetics which provide colors that’s not available with other high-end cosmetic brands.
Similar to MAC's concept, L.A. Splash is bringing quality products with an array of extreme colors to the teenage girls in America and world wide. Teenage girls want and need their own brand identity. At the same time, teen girls are more adventurous, more apt to experiment with new colors and more daring in expressing their individuality. L.A. Splash products are designed specially with that trendsetting teen market in mind. For example, we created colors based an ocean theme replicating the many exotic colors found on ocean reefs. In all, we have created over nine hundred colors for our products. Our raw materials are FDA approved
and purchased only from established suppliers in the United States. Contrary to MAC’s pricing strategy, L.A. Splash is priced for the masses without compromising quality. This is unprecedented as there are no cosmetics brand in the market with comparable quality, color choices and pricing as L.A. Splash.
It is important to note that teen dollars are primarily spent on themselves with minimum hesitation. This increase in teen’s spending power is fueled in part by higher minimum wage jobs held by teens and increased sources of funds including parents, grandparents and relatives. In 2007, California alone is raising its minimum wage from $6.75 to $7.50 with another increase to follow in 2008.
According to a 2008 report from Mintel Research, teen consumers spent $175 billion in 2005 and has been rising since. The estimated spending power of the teen market, aged from 12 to 17, is expected to top $190 billion in 2006, a figure that surpasses the gross domestic product of many countries in the world. In addition, families with teens spent $100 billion on them in 2003 and is projected to top
$128.5 billion in 2006. L.A. Splash Cosmetics is well placed to capture this explosive market segment.
Saudi Market needs this type of products even during the economic crisis because:
• Competition between teenagers make-up beands not tough, where there are not much brands available
• Splash offers good quality
• Splash prices are reasonable for tenageers
• Aljouhi Chain of stores covering all the kingdome of Saudi Arabia, and have agents in the other Gulf countries
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