Executive summary
The need has been detected to offer a new, innovative, easy-to-use product, at a fair price, that allows to keep beauty products in place so that they can be accessed at the ideal time, that is easy to insert into your portfolio, variety in size, styles and designs, safe, compact, and reliable, thanks to the various compartments it allows to load all the cosmetics anywhere.
Most women, from young ladies to ladies, need all beauty supplies ranging from lipstick, lip gloss, eyeliner and lip liner, foundation, powder and blush for the face, concealer for dark circles, mascara to a brush for her hair.
That is why GEDER SA DE CV has created an ideal product for today's woman that must always be presentable and fashionable, for this reason we must be in constant intellectual alert, stay awake, creative, attentive and very informed, the Consumer changes, and their buying habits are transformed very quickly, studying consumers, seeing, looking and observing is the key to grasping the best reasons to sell to them, evaluating our successes and failures will make us the best.
Our product will be offered at a price of $ 3.00 per unit "My first Cosmetic Bag", "The Youth Cosmetic Bag" at $ 3.50, "Ideal Cosmetic Bag at $ 4.00 and the" Super Cosmetic Bag "at a price of $ 5.00. Although for the moment we will focus on the market focused on women, one of our purposes will be to grow in other markets and to be able to create new product lines.
As we are new to the market, we plan to sell $ 30,000.00 in products, but we will need, according to the analysis of the projections, an investment of $ 67,000.00 has been estimated.
1. Description of the company.
I. Identification of the company.
- Name of the company: GEDER SA DE. C.V Legal name: GEDER SA DE. C.V Trade name: GEDER Trademarks:
- My first cosmetic bag. Youth cosmetic bag. Ideal cosmetic bag. Super cosmetic bag.
II. The mission of the company.
We are GEDER SA DE. CV we are dedicated to the manufacture of accessories that allow current women to organize their beauty products, which satisfy the wishes of Salvadoran women; We have specialized personnel with an entrepreneurial spirit and all our products are of quality.
III. The vision of the company.
To be leaders in the market oriented to Salvadoran women, offering them quality products to organize and keep their beauty items in good condition, being recognized for their professional and human capacity; thus guaranteeing the loyalty of each of our clients in addition to growing in other markets and being able to create new product lines.
IV. Business values
- Quality, Honesty, Good service, Attention to our clients, Entrepreneurial spirit, Creativity, Initiative.
V. Goals that emerge from the vision.
- Demonstrate the best use of our cosmetic bag Manufacture and offer quality products to achieve recognition Maintain our sales growth Supply the market with our products Achieve a competitive advantage based on our staff Meet the needs of the modern woman Expand MAGIC COSMETIC to international markets.
SAW. Medium-term objectives of the company.
- Position ourselves at the national level. Our commitment is to provide our customers with very good quality products at the best prices. To be a serious and flexible company that competes at the national level and that differs from the products of our competitors.
VII. Short-term goals.
- To position ourselves in the market in the western part of our country. To commit ourselves to satisfy the needs of our clients by offering them quality services. To promote the sale of our products.
VIII. Long-term objectives of the company.
- Expand our products in the Central American markets.
IX. Current market.
Our current market will be the city of Santa Ana.
X. Medium-term market.
The market that we intend to cover in the medium term is at the national level
XI. Market trends.
For the next few years, according to market trends and demands, it will be necessary to innovate our designs and keep up with the demands of the season, keeping up with the needs of our clients.
2. Market situation and competition
Currently on the market there are various cosmetic bags, which offer different styles, colors and sizes.
3. Competitor analysis
I. Market analysis.
Description.
- Size Style.
Opportunities / Threats
Impact factors.
Among the opportunities for the company we can mention the positioning of the company GEDER SA DE CV in the western zone, as it is a little exploited area.
Order
An important factor is that MAGIC COSMETIC allows you to keep beauty products in place so that you can access them at the ideal time.
Hygiene
MAGIC COSMETIC allows you to keep cosmetics out of the dust and dirt that accumulate in your wallets.
Innovation
One factor that makes MAGIC COSMETIC unique is that it is easy to insert into your wallet, due to the variety of its size, styles and designs, it is safe, compact, and reliable, thanks to the various compartments it will allow you to load all cosmetics in any place.
4. Target market
I. Identification of clients who are current clients of the company
Clients who are natural persons.
Clients that are companies.
In addition to sales in our facilities; We will distribute our products in shopping centers, supermarkets and prestigious stores.
Potential customers.
Adolescents who begin to use cosmetics.
Women at the national level and at the Central American level.
II. Determination of the target market.
A. Main Clients:
III. Needs of our clients and products that satisfy them.
Currently most women (from young ladies to ladies) need all the beauty items ranging from lipstick, lip gloss, eyeliner and lip liner, foundations, powders and blushes for the face, concealer for dark circles, mascara to a brush for her hair.
It can remain in good condition and very neat so that when looking for them in your wallet it is easy and quick to find. That is why GEDER SA DE CV has created an ideal product for today's woman: she must always be presentable and fashionable.
MAGIC COSMETIC is the solution.
It is a product specially designed to prevent beauty items from breaking easily and spilling, leaving residues in their wallets; This means that your products last less and they have to constantly incur expenses, as well as avoiding clutter in your portfolio. In other words, MAGIC COSMETIC offers all its clients duration, protection and organization of all their beauty items.
It is a high quality product, easy to insert into your wallet due to the variety of its size, style, design, it is safe, compact, reliable and thanks to the various compartments it will allow you to load all your cosmetics anywhere.
IV. Expectations of each of our clients in relation to the product they receive.
The expectations that our clients will have about MAGIC COSMETIC are:
- High quality cosmetic case made with the best materials Safety for all your cosmetics Organization of beauty products Ease and accessibility to find what you are looking for at the right time and place Innovation. Avant-garde.
GEDER SA DE CV uses a combination of bases to segment the medium.
In our commercial scenario there are increasingly constant changes so our company must satisfy the needs of our customers, who demand that we become more competitive, provide them with products with great advantages and a guarantee of quality.
We can achieve the above through having constant intellectual alertness, staying awake, creative, attentive and very informed, the Consumer changes, and their buying habits are transformed very quickly, studying consumers, seeing, looking and observing is the key to capturing the best reasons to sell to them, evaluating our successes and failures will make us the best.
For the next few years, according to market trends and demands, it will be necessary to innovate our designs and keep up with the demands of the season, keeping up with the needs of our clients.
SAW. SWOT analysis.
GEDER SA DE CV is a company that arises with the vision of being market leaders in the cosmetic industry that seeks to meet and satisfy the needs of modern, presentable and elegant women for whom it is essential to identify and analyze internal factors and externalities that will affect both positively and negatively our organization.
to. Analysis of internal factors: strengths and weaknesses; strengths and limitations.
Bearing in mind that strengths are something that our company possesses or that makes us competitive with our competitors, gives us a superiority or competitive advantage and a weakness or limitation is a lack that causes us problems and that prevents us from creating value for all groups of interest.
Therefore, the factors that contribute to competitive development or, on the contrary, delay the upward evolution of the organization are indicated below.
Strengths:
- Staff with a desire to improve Excellent interpersonal relationships Existence of the necessary resources Conduct in values Communication between members of the organization Quality of service to our clients Low costs Budget Definition of the target market.
Weaknesses:
- Technological dependence. We are new to the market, which implies ignorance on the part of potential clients. Lack of staff training.
b. Analysis of external factors: opportunities and threats.
Seeking to understand the changing world that surrounds GEDER SA DE CV, we look to the outside and identify and analyze everything that favors us, that is, opportunities and those changes in the environment that can negatively affect. That is why they are defined as follows.
Opportunities
- Acceptance in the market Positioning in the market Exit or withdrawal of a competitor from the market Good image Growth in the market Increase in demand and sales
Threats:
- Distrust of customers for being new Strong competition Entry of a new competitor Lack of inputs Decreased demand and sales.
5. Product or service
I. Identification of the product or service.
a) Product name: MAGIC COSMETIC.
b) Its main characteristics are:
- Compact, practical, affordable, inexpensive, variety of designs
c) Utility for the client or needs it satisfies
Manufactured and designed product, aimed at the modern woman who wants to keep her beauty products in good condition and above all in order and thus find it at the desired time easily and precisely.
II. Competitive advantages
- Focus on women as our main customer Continuous improvement of our product Innovation in product designs and styles Search for a strategic location for our establishment Standardized pricing policy Highly qualified professional team Quality customer service With a vision well defined.
III. Branding.
to. Positioning:
GEDER SA de CV we intend to become a recognized company in the manufacture and design of cosmetic bags to satisfy the needs and preferences of today's woman.
Short term:
- Position ourselves as the best company that manufactures and distributes quality cosmetic bags in the city of Santa Ana Advertise in some media to publicize MAGIC COSMETIC Establish various promotions and offers to reach potential customers.
Medium term:
- Positioning ourselves in the national market in the sale of cosmetics. Introducing new product lines. Increasing profit margins. Expanding our branches.
IV. Product strategies
- Include innovative features to the product Include fashion attributes to the product Launch a wide variety of product lines Expand our product line Launch a new brand Include human-quality customer services, which provide the customer with greater product enjoyment.
V. Loyalty strategies.
Customer loyalty for GEDER SA DE CV will allow us to ensure that our future customers purchase our products and that they visit us, most likely, recommend us to other consumers.
Providing good customer service means providing good service, friendly treatment, a pleasant atmosphere, saying hello, smiling, saying thank you, making the customer feel important and comfortable. Providing good service or customer service will allow us to gain their trust and preference and, thus, get them to visit us again and very likely to recommend us.
Providing post-sale services consists of providing post-sale services, such as advice on its use, maintenance and support, guarantees, etc. Providing after-sales services has a similar purpose to providing good customer service, which is to gain the customer's trust and preference; but it also allows us to maintain contact with him after the sale has been made.
The first step to maintain contact with the client is to obtain their personal data (name, address, telephone, email, date of birthday). Once we have his data, we use it to keep in touch with him, for example, calling him and asking him how they are doing with the use of the product he bought from us, or sending him greetings cards for his birthday or for a holiday.
Maintaining contact with the client allows us to make him feel that we care about him, and also allows us to let him know about our new products, offers and promotions; for example, by sending you printed or electronic brochures or newsletters about such offers and promotions (always taking care that this is not a nuisance for you).
Seeking a feeling of belonging is trying to make customers feel part of the company, for this we must provide good service or customer service, that is, provide a friendly treatment, a personalized treatment, etc.
Another way to achieve a feeling of belonging in the client, is to make him participate in the improvements of the company, or making him feel useful for it, for example, by asking for his comments or suggestions.
Another way to create a feeling of belonging is to create the possibility that the client can subscribe or be a member of the company, for example, by granting the main clients a membership card, or vip cards, with which they can have access to certain benefits such as preferences or special discounts.
An effective way to retain customers is by making use of incentives or promotions that aim for the customer to repeat the purchase or visit us again.
For example, we can make use of accumulative points cards, where customers accumulate points as they acquire our products or services, and then, upon accumulating a certain score, they can exchange the points for some of our products, or use them to access special discounts.
And, finally, the best way to retain a customer is by offering a very good quality product or service. Offering a quality product or service will allow us to win the customer's preference, and make them very likely to recommend us to other consumers.
6. Marketing plan
I. Product policy.
Our cosmetic bag has an ideal size so that our consumers can store all their beauty products, we have a variety of different colors suitable for a market of modern women who, in addition to looking for order, look for products with exclusive designs.
II. Pricing policies.
My first cosmetic bag will be priced at $ 3.00 per unit, the youth cosmetic bag $ 3.50, ideal cosmetic bag $ 4.00, super cosmetic bag $ 5.00.
III. Terms of sale.
The customer who wishes to purchase our products can do so:
- Visit our facilities and purchase our product, payment of the merchandise will be in cash Visit our facilities and purchase our product on credit Place your orders by phone between the hours of 8:00 am - 4:00 pm or emails 24 hours The return of the product will be made within the next five business days after the delivery of the product. If a week has elapsed after the delivery of the product, we do not hear from the customer, we will understand that the expectations of the same were met.
IV. Promotions and discounts policy.
- At the opening of the business we will have prices with discounts of up to 5%. The delivery of small souvenirs for the purchase of our product. Wholesalers will be offered discounts of up to 10%
V. Merchandising.
The main advertising articles will be:
- Stickers, billboards, banners, keychains, mirrors.
SAW. Sales and communication
The main means of communication will be:
- Radio spots. Newspapers such as La Prensa Grafica, El País. Internet sites.
7. Sales and communication
I. Factors of concern:
a) Functionality.
To provide modern women with a product that allows them to keep all their beauty items in good condition, safe, tidy and organized in such a way that when looking for their cosmetics they will find them easily and quickly.
b) Slogan.
The window to a magical world.
c) Keywords in marketing material.
- Order, Safety, Accessibility, Hygiene (mainly in your wallet and cosmetics).
d) Logo.
a) Strategic alliances.
- AVON.Esika.Beauty life (beauty salon).
b) Promotions and offers.
- Offer a 10% discount to wholesale clients for purchases over 1000 cosmetic bags. Offer discounts for punctuality of payments, depending on the deadline stipulated in the contract. Promotions. Preferences Special discounts. Membership card, or vip cards. Points accumulative.
8. Sales structure.
I. Sales staff.
Sales administration: We will seek good administration through the formulation of a sales program to be carried out by our salespeople, who must take responsibility for its application, as well as its evaluation and control.
Sellers: Our sellers must go through the following process:
- Recruitment and selection Training Leadership Motivation Evaluation
Which will guarantee their efficient performance, and will give us the competitive advantage that we seek over our staff.
Likewise, independent vendors will be incorporated, who will be offered incentives for commissions or sales.
II. Sales process:
- a) Customer identification b) Methods to determine customer interests c) Customer contact d) Sales productivity
All those women who are looking for a cosmetic bag that offers them enough space to carry all their beauty products, while protecting them from any kind of particle that sticks to cosmetics by keeping them exposed in their purses, as well as the advantage of keeping your things in their place and find them when you need them.
Methods to determine the interests of clients:
Periodic market research to identify the needs of our potential clients, their tastes, preferences and what they are looking for in order to offer them the best and detect any disagreement with the product in order to act on time.
The client deserves our attention, so before the visit of the clients we must have an adequate presentation, be attentive and friendly, have at hand the appropriate information on the products we offer to help them choose the one that suits their needs and have an appropriate body and oral expression, in addition to offering an after-sales service.
Initially, because we are new to the market, we plan to sell $ 30,000.00, this will come from sales made to our clients.
9. Sales projection
I. Sales projection.
Risks
I. Costs.
Development of the marketing plan. $ 12,000.00
Initial working capital. $ 20,000.00
Acquisition of machinery. $ 20,000.00
Purchase of raw materials. $ 15,000.00
Total investment. $ 67,000.00
Assumptions
Most important assumptions on which the financial projections of our business plan are based
conclusion
The perceptions obtained with the creation of MAGIC COSMETIC, an innovative product with which it is intended to satisfy the need for order, safety and accessibility of beauty items are:
Innovation and creativity are required to generate a specific idea about a product, since if the ideas are many, it is necessary to evaluate and accept the best option.
Likewise, it was understood that for the identification of the company it is necessary to define its legal and commercial name, its mission, vision, goals and objectives, etc.
Likewise, the importance of defining the target market is recognized to obtain the desired results, in which it is necessary to take into account the needs, expectations, market size and SWOT analysis.
It is also essential to point out the characteristics that differentiate the product and that at the same time allow to obtain an advantage over competitors, achieving acceptance and positioning in the defined market.
At the same time, establish courses of action that allow you to persuade, attract and retain potential customers.
In addition, it was necessary to establish promotion and discount policies, as well as the advertising means that are necessary to publicize the company and the product. It also recognizes the importance of sales people, since they are the ones who establish contact with the customer.
Finally, it is essential to highlight the need to establish sales and financial projections, in order to know the possible costs that are incurred. Emphasizing that every product arises with the objective of satisfying the needs of customers in a well-defined market segment, thus achieving the success of the product.
This is followed by a series of video-presentations in which Claudio Ponce, an expert in marketing and commercialization, teaches the fundamentals for developing a marketing plan. (7 videos - 40 minutes)
