I. Baby lips have several different attributes. It is sun care for your lips (SPF 15), it can be that great shade for date night, and it can take your lips from crackly to liplicious. The new summer colors are going to have Shea butter and coconut oil to give moister and also take away the oily feel. They will contain SPF 25 and the case will be more durable. One of the New Baby Lips will have colored pigments to create a gorgeous lip shade that lasts all day. They come in a 0.15oz decorative tube that can last you over a year. They come in a variety of shades and flavors for every occasion. It can go through snowy conditions or hot weather it doesn t matter; nothing will affect the greatness of this chap-stick. II. Market analysis a. Baby Lips is currently a new chap-stick trend. The lip care market for L Oreal has been sky-rocketing since baby lips came out. It sells in over a 100 countries, and the lip care line alone has made $15.9 million in this last year. The lip care line is totaling at over 20% of L Oreal s total sales. L Oreal is ranked as the 2 nd largest makeup company in the world. It is worth $25.8 billion. Baby Lips is currently there bestselling teen lip care product. b. The makeup industry is currently one of the largest in the world. The constant demand for makeup is never ending. Makeup isn t only for women and their everyday wear. Actors and actresses wear it for movies, people wear it to dress up for holidays, and many men wear it too. In the U.S alone the makeup industry is worth more than $50 billion. c. L Oreal targets to women of all ages, but the product Baby Lips mainly targets to young adults and teens, but the new tinted Baby Lips will target older women as well. We are trying to target women of all ages, so we have a larger profit margin. d. Cover Girl, Natureluxe Gloss Balm Strengths Weaknesses Opportunities Threats light weight feel Made With Chemicals (Not Make more products Has a good variety Fortified with mango & Shea Butter. Good Price So Natural) Leaves bad Taste Online store Good brand Has to Be Reapplied A lot. Sold in every store Well-known brand
e. Maybelline Baby Lips (L Oreal) Strengths Weaknesses Opportunities Threats Variety of flavors Can get clumpy Get more flavors and colors Sold in almost every store Moisturizes for fully 8 hours Gets a little oily Sell in more places Markets to teens After one week your lips are renewed Case is a little fragile Market to older women too Sold online too great for everyday use Has special addition flavors III. f. Over all Maybelline is rated 4 out 5 stars, and Baby-Lips has a rating of all 5 stars. New products come out frequently and there is a wide of variety for all ages. Maybelline Baby-Lips has been featured in a variety of magazines including Seventeen, Teen Vogue, and a Girls Life magazine. It has also been featured on over 30 TV stations and 3 radio stations in the US. Business Preposition a. Maybe she s born with it. Maybe it s Maybelline. b. For Baby Lips summer roll out we are going to give away 3 special addition baby lips for 4 days. The 3 kinds are: Rollin on the waves beach fresh, Sweet tea kiss, and Spicy summer night. They are only going to be passed out for 4 days and then they will go onto the market. We are going to be passing them out on beaches across the US. These beaches will not be named, and they will be random. It will be the week of July 1 st - July 4 th. Before we do our promotion we are going to advertise on several radio stations. There will be contests on the radio stations and if you win they will reveal to you what beach in your area is doing the promotion. c. For short term goals we want to beat last year s 3 month goal and go up 30% instead of 20%. We are going to do this by launching 3 new baby lips. For our long term goal we are planning on launching baby lips ever last color, so we can target older women. We think that s really going to bring in the sales, since 1 in 3 women wear lipstick, and baby lips will be a lip stick that is good for your lips. d. Right now Baby Lips target market is teens and young adults. We are currently working on targeting older women too. We target the teens by using bright colors, fun flavors, and adding SPF 15 to the chap-stick. It
IV. targets young adults by having a long lasting feel and being very lightweight and durable. e. Baby Lips value added is that while moisturizing your lips it protects from the harmful sun rays and it has fun flavors. We use TV, Radio, and Facebook media to put our product out in the world. By advertising it increases the products value by making it more popular. The more popular a product is the more people want to buy it. The fun flavors really help with the products value because it gives people a choice in what they want. They don t have to stick to one, they can switch them around. Strategies and marketing action plan a. Product- Our product is Baby Lips by Maybelline. We launching three new kinds this summer. They are: Rollin on the waves beach fresh, Sweet tea kiss, and Spicy summer night. Beach Fresh has a hint of sparkle, Spicy Summer night has pigments to color your lips, and Sweet Tea kiss adds extra moisture. They will be sold as a three pack, a two pack, and as singles. In the three pack there will be two special addition and the other one will be regular. The two pack will contain one new and one regular and you can also buy the new special addition ones by themselves. We are going to open up the new line of Baby Lips in July and if they are a success they will be permanently on the Baby Lips lip care line. b. Price- The three pack of Baby Lips will be priced at $5.99. The two pack will be $3.99 and the singles will be priced at $1.99. Once we launch these three new Baby Lips all the others will be 50 cents off and the Maybelline members will all receive a $1 off coupon. c. Place- We will be selling these special addition Baby Lips in all Wal- Mart s across the globe. We will also being selling them in select Albertsons, Costco s, Fred Meyers, Targets, Ulta, and Sally s. They will also be sold in select store throughout the malls in America. d. Promotion- We are going to promote the new Baby Lips on the Radio, TV (After American Idol and the Voice), and on Facebook. The radio Ad costs about $30-$40 per day. A TV commercial during American Idol is 3 hundred thousand dollars, and during the voice it is 4 hundred thousand dollars. To advertise on Facebook it costs about $2 per advertisement.
V. Graphs We handed out a survey to 25 teenage girls and asked them what they thought about Baby Lips. Baby Lips was rated the best out of every other product. a. b. c.
VI. Appendices a. Survey Name Date / / Please fill out the following survey to the best of your ability. It is a way for us to reach our buyers and know exactly what it is you want. (Females Only) Age? o 15 o 16 o 17 o 18 How often do you wear make-up? o Daily o Every 2-3 days o Once in a while o Once a month o Or never What make-up brand do you prefer? o L Oreal (Maybelline) o M.A.C o N.Y.C o Sephora Are you willing to try new brands of makeup? o Yes o No (If Marked No, Explain Why) Where do you prefer buying make up from? o Wal-Mart o Target o Ulta-Beauty o Drug Store o Or Online Do you prefer... o Lip Stick
o o Chap Stick Or Lip Gloss Have you heard of Baby Lips? o Yes o No Do you use Baby Lips? o Yes o No If marked yes, in the question above rate it from 1-10. What is your favorite Baby Lips Flavor? o Cherry Me (Orange Tube) o Peppermint (Lime Green Tube) o Gape-Vine ( Dark Green Tube) o Quenched (Baby Blue Tube) o Pink Punch (Hot Pink Tube) o Peach Kiss (Light Purple Tube) Pick one: Baby Lips (Maybelline) Color-burst Lip Butter (Revlon) Satin Lips (Mary Kay) b. Flyer
VII. Evaluation a. To track our progress we will set up quarterly quotas to insure progress is being made and we are making the right profit margins. Also, it is a good way to keep track of our inventory. b. The tools we will need to measure the established benchmarks are electronic tracking numbers for each product and we will also need gross profit from the distributers. c. If the benchmarks are not reached we will enforce penalties on the distributors and we will try to launch a new product line to get people interested.