Anna Wallace, Emily Holden, Fatima Zapata Adv. Sports & Entertainment 3rd Block February 15, 2019
1 Executive Summary The Battery located in Atlanta, Georgia, is rising in popularity through dining, shopping, and the opportunity to watch live sports. Adding a Lush Cosmetics to this middle to upper middle class area, would expand Lushes customer reach. Lush s objective goals are to gain a wider audience range, by promoting that they are organic, vegetarian, and cruelty free. We also plan on creating social media platforms to post videos of customer use, product tutorials, or promote sales that are currently happening in store or on our website. For our buying plan, we focused on overall best selling products that would fit best into the upcoming spring season. Our OTB budget was $75,000 and we spent $61,912.95. In the Lush we are opening, we are selling mainly bath, shower, and skincare products. For our grand opening, we will be having a 30% off sale of the entire store, with additional price markdowns when you spend a certain amount. We will advertise the opening of our store through our social media platforms to reach our wide range of consumers. The store front display will have an spring theme, have a backdrop of the sky with a sun, clouds, and, on the floor will be baskets of various bath bombs, and a cut out of grass on the floor to tie it together. The POP display is made up of smaller sized or cheaper products, like lip balm and face masks, that are often purchased impulsively before entering the checkout line. The main interior display is a long table covered in bins filled with our bath products. The Lush at the Battery will branch us out to a new target market of customers, we will appeal to a wider range of consumers, and we will increase brand awareness of the consumer. By hosting these sales and promotional events during our opening months, we hope to achieve these goals. Store and Product Offering
2 The Battery development is an outdoor shopping and restaurant area in Atlanta, branching off of the new Suntrust Park, where the Braves play. The Battery is targeted towards the middle- upper middle class customer, with stores like Dress Up and restaurants like El Felix. Lush is opening a location at the battery in an attempt to expand our customer reach. There are currently only three Lush Cosmetic locations in the state of georgia, and they are all in the Atlanta area. This new location is closer to the suburbs and cities of Marietta, Smyrna, Sandy Springs, and Vinings. Lush is originally based out of Poole, England, and creates fresh handmade cosmetics, including skincare, bath, and hair products. Lush owns its own retail stores, often located in shopping malls. Categories Bath Shower Hair Face Body Fragrances Sub-categories Bath bombs, bubble bars, bath oils Soaps, shower gels, shower jellies, shower bombs, shower scrubs Shampoo, shampoo bars, conditioners, hair treatments Cleanser, moisturizer, masks, lips Body lotion, body butter, hand & foot care, massage bars perfume
3 Objectives of the Plan I. Gaining a larger audience because our products are handmade, the freshest cosmetics available to buy online, and 100% vegetarian. Cruelty free products are rare and lots of people would look forward to using organic products like ours. II. We plan on opening up a page on instagram and twitter with the username @LushCosmeticsATL so we can tweet and post whenever we have sales coming up, specials, or certain events coming up! We will also be posting videos using our new and recent products to give a visual image of how our products work and look. Buying Plan Item 524.65 Number Ordered Size Ordered Total Cost bath bomb intergalactic $1.98 375 6.3 oz $742.50 bath bomb the experimenter $2.24 375 6.3 oz $840.00 bath bomb under the umbrella tree $1.49 375 2.6 oz $558.75 bath bomb eggplant $1.74 375 3.8 oz $652.50 bath bomb butterball $1.24 375 3.1 oz $465.00 bath bomb love boat $1.74 375 5.2 oz $652.50 bath bomb twilight $1.74 375 6.3 oz $652.50 bath bomb rocket science $1.49 375 3.5 oz $558.75 bath bomb metamorphosis $2.24 375 5.6 oz $840.00 bubble bar unicorn horn $1.56 300 3.5 oz $468.00 bubble bar blue skies & fluffy cloud $3.24 300 7 oz $972.00 bubble bar the comforter $3.24 300 7 oz $972.00 bubble bar lemon bubble brush $1.98 300 3.5 oz $594.00 bubble bar rose jam $2.23 300 4.5 oz $669.00 bath oils revelations $1.74 325.7 oz $565.50 bath oils polyamorous $1.49 325.7 oz $484.25
4 bath oils delight $1.74 325.7 oz $565.50 bath oils double vitality $1.49 325.7 oz $484.25 soap strawberry whip $1.98 300 4.2 oz $594.00 soap olive tree $3.98 300 3.5 oz $1,194.00 soap honey I washed the kids $1.98 300 3.5 oz $594.00 soap milky bar $1.24 300 3.5 oz $372.00 soap lavender vida loca $1.98 300 3.5 oz $594.00 shower gel avocado wash $1.98 315 3.3 oz $623.70 shower gel happy hippy $2.74 315 3.3 oz $863.10 shower gel sleepy $2.49 315 3.3 oz $784.35 shower jelly whoosh $2.24 315 3.5 oz $705.60 shower jelly deep sleep $1.74 315 3.5 oz $548.10 shower bomb sleepy $0.81 300 1.4 oz $243.00 shower bomb karma $0.81 300 1 oz $243.00 shower scrub magic crystals $4.49 270 10.5 oz $1,212.30 shower scrub ocean salt $5.49 270 4.2 oz $1,482.30 shampoo big $7.49 285 10.9 oz $2,134.65 shampoo avocado co-wash $3.99 285 3.5 oz $1,137.15 shampoo bar lullaby $2.99 285 1.9 oz $852.15 shampoo bar godiva $3.24 285 1.9 oz $923.40 conditioner big $3.24 285 1.7 oz $923.40 conditioner american cream $2.74 285 3.3 oz $780.90 hair treatment damaged $2.74 215.7 oz $589.10 hair treatment roots $5.74 215 7.9 oz $1,234.10 cleanser dark angels $3.74 200 3.5 oz $748.00 cleanser jade roller $1.49 200.5 oz $198.00 cleanser grease lightning $3.99 200 1.5 oz $798.00 moisturizer banana skin $3.74 200.7 oz $748.00 moisturizer imperialis $6.74 200 1.5 oz $1,348.00 moisturizer cosmetic lad $6.49 200 1.5 oz $1,298.00 face mask birth of venus $3.49 350 2.1 oz $1,221.50 face mask rosy cheeks $3.24 350 2.1 oz $1,134
5 face mask cosmetic warrior $2.49 350 2.1 oz $871.50 lip scrub bubblegum $2.74 315.8 oz $863.10 lip scrub honey $2.74 315.8 oz $863.10 lip balm rose lollipop $2.74 315.4 oz $863.10 body lotion sleepy $2.49 285 3.1 oz $709.65 body lotion karma kream $7.49 285 7.9 oz $2,134.65 body ultrabalm $4.24 285 1.4 oz $1,208.40 body butter scrubee $1.99 285 3.1 oz $567.15 hand care helping hands $5.49 245 3.5 oz $1,345.05 hand care golden handshake $1.24 245.7 oz $303.80 foot care pink peppermint $6.99 245 7.9 oz $1,712.55 foot care softy $3.49 245 3.3 oz $855.05 massage bars therapy $3.24 225 1.7 oz $729 massage bars pearl $3.24 225 1.7 oz $729 massage bar soft coeur $2.49 225 1 oz $560.25 perfume lust $9.99 210 1 oz $2,097.90 solid perfume karma $2.99 250.2 oz $747.50 perfume love $14.99 210 1 oz $3,147.90 solid perfume breath of god $2.99 250.2 oz $747.50 perfume kerbside violet $14.99 200 1 oz $2,998.00 Total: 19640 $61,912.95 OTB: $75,000 Schedule of Events a. Lush will have a grand opening sale. The sale will only be available the day of the store opening. Customers will be able to take 30% off the entire store. For anyone who spends $50 dollars or more, they will get a free bath bomb of their choice. $100 dollars or more, will get $15 dollars off entire purchase, as well as a free bath bomb of their choice. $150
6 dollars or more, will get $25 dollars off entire purchase, as well as a free bath bomb of their choice. b. We plan on advertising through various social media outlets, as well as television commercial during Braves games. We will use instagram, twitter, and facebook to reach a wide variety consumers, inform of upcoming sales or promotions and new product offering. This social media outlets will be a fast way to directly reach consumers. Having a commercial play during a Braves game, will be a easy way to let fans know that our store is located at the Battery and they should check it out. It is easy efficient way to promote our products to wide audience. c. Store Front Display Explanation The store front display has a spring vibe to it. Our store will be opening in the springtime, so our display is representing the spring. The goal of the display is to create happy, fun, and fresh vibe that spring brings to someone. The design has a backdrop of the sky with a sun, clouds, and animals in the background, on the floor is baskets of various bath bombs that are sold in the store, and finally a cut out of grass on the floor to tie together the spring vibe of the display. Shape Direction Texture Proportion All the boxes are a similar box shape, the clouds and sun are both a circle shape. The display is located in a window in the front of the store. The sky and clouds bring in a smooth texture, the wooden boxes have a rough texture to them. The bath bombs are all mostly the same size, just various shapes.
7 Balance There are two smaller boxes and either side of a larger box. d. Point of Purchase Display Explanation The POP display will be up during the months after the opening, and will remain up during our summer display months, but will be swapped out at the end of the summer with our back to school and fall products. The POP is a display that's made up of smaller sized or cheaper products that people often purchase impulsively before entering the checkout line. Shape Direction Texture Proportion Balance All products have the same circular shape, on the rectangular stand. Next to the Cash Register, where customers are waiting in line. All products on the shelves have a smooth, sleek look. The larger face masks are above and below the smallest products- the lip scrub and balm. A symmetrical shape of the stand and products. Interior Display Explanation The interior display will remain in the same format, but products will be swapped out during different quarters and depending on the season. The main interior display is a long table covered in bins filled with our bath products. This interior display is the main display or focal point of our store, displaying our best selling products.
8 Shape Direction Texture Proportion Balance The table is long and rectangular, with baskets on the table with a mix of shapes of products. Located in the middle of the store, customer have to walk around it to get to displays located against the wall. the table is wood grain with metal legs creating a rough texture the merchandise is mostly the same size displayed equally across the table there is a formal balance STATEMENT OF BENEFITS TO THE RETAIL ESTABLISHMENT I. Company branches out into new target market. II. Increase in Brand awareness of the customer III. Appeal to a wider range of consumers Bibliography Lush Website. Lush Fresh Handmade Cosmetics, www.lushusa.com/?gclid=cjwkcaia45njbrbweiwasnzt53bbi- MvL248pV4VmvpzGHTK41E36JSeGTymzze-XIrozUACE9sOBhoC9kUQAvD_BwE Appendix
9 Store front Point of purchase display
10 Interior display Store layout