Internet marketing - Product launch/marketing plan

Résumé du document

Our overall goal of Peacock is not only to provide beautiful and healthy make-up, but also to promote an environmentally friendly way of living. Our make-up comes from responsible suppliers and is made of pure, natural products; and our recycling program is in place to ensure that households do not have to think twice about taking an extra step to help the environment. Peacock wants to help raise awareness about the health benefits of natural make up and help people get involved with making the world a healthier and greener place to live for not only ourselves, but for generations to come as well. The make-up industry includes eye make-up, face make-up, lip make-up and nail make-up. For the purposes of Peacock Cosmetics, our products include eye make-up, face make-up, and lip make-up. The United States make-up market generated total revenues of $5,055.1 million in 2006, and is forecasted to grow, with an anticipated CAGR of 3.3% over the period 2006 and 2011 reaching a value of $6 billion in 2011. In volume, the market grew by 1.8% in 2006 to reach 644.8 million units, and by 2011, the volume is expected to increase to 711.2 million units—a 10.3% increase since 2006.

Extraits

[...] Otherwise our packaging is biodegradable: you plant it and grass will grow. o Services: We have a recycling program: customers can ship back containers for free through FedEx. Those containers are recycled and reused. o Cause and foundation: Our foundation aims at going in high schools and colleges to educate young people about the environment and how to help preserve it. ý Place (see webpage on Appendix)) Our main channel of distribution will be our website www.Peacock.com, even though we will sell our products in kiosks during the first year ý Promotion More temporary kiosks in malls but also moving kiosks on the street, meeting people directly in the street. [...]

[...] The 6th year, Peacock will start launching its products outside the US. Although we are concentrating on the US market for our launch, our future will be tied to globalization and export of our product. The US is far behind Europe when it comes to recycling and the US market has a great potential for change. ý Pricing Strategy Our pricing strategy will be in line with the pricing criteria used by our competitors, we will fix our prices using Clinique's price as a benchmark and adding a 10% premium justified by the fact that the product is locally made and with environmentally friendly processes and materials. [...]

[...] Our unique selling point is that Peacock is not only about make up, but also about assisting consumers with recycling. Our services will help US consumers follow regulations and a new attitude with the ease of a click on internet. Peacock becomes a customized and enriching experience for each customer Marketing Mix Based on the post-modern marketing troika, P3, here we have product becoming place and place becoming promotion. Indeed, our internet website is part of the product and it is also a promotion mean. ý Product o Name: Peacock. [...]

[...] For the purposes of Peacock Cosmetics, our products include eye make-up, face make-up, and lip make-up. The United States make-up market generated total revenues of $ million in 2006, and is forecasted to grow, with an anticipated CAGR of over the period 2006 and 2011 reaching a value of billion in 2011. In volume, the market grew by in 2006 to reach 644.8 million units, and by 2011, the volume is expected to increase to 711.2 million units—a increase since 2006. [...]

[...] Recycling regulations will need to be adhered to during the recycling services provided to our consumers. Manufacturing is home based thus, it is less risky than overseas based. We will have a better control over our product quality, over lead time, and recycling. Manufacturing is also home-based in a concern for less use of energy. As a socially responsible company all packages are biodegradable and reusable. Our make-up containers will be recyclable. Peacock will have its own foundation. Peacock foundation's goal is to make the US consumers aware of environmental issues through educational programs. [...]