Transcript
Rossetto
Marketing PlanSituational
Analysis
Problem
Objectives
Strategy
Tactics
VISIONMaking women empowered yet
elegant
MISSIONImproving the
confidence, self-independency & morale of women
along with a touch of elegance.
Situational Analysis
SegmentsRossetto
Traditional Career
24-34 35-44
Sec A Sec B
Sec C
45+
Adventurous
• Non toxic• Long lasting• Animal Fat-free• Variety of Colors
POD• Size• Shape• Color• Design/Container
POP• Confident• Beautiful• IndependentPOE
Rosetto Colors
Product
Animal Fat-free
Natural
Non-toxic
Place
Urban
Metro
Malls
Online
Price
Skimming
Promotion
Print Media
Personal Selling
Word of Mouth
PoP in Malls
TV Ads
Digital Marketing
Brand Association
Rossetto
Confident Women
Natural
Long lasting
Appealing ShadesStyle
Elegance
Value of Money
Brand Imagery• User Imagery: For Classy/Beautiful Women
• Usage Imagery: Natural Product & contains no Animal fats or toxins
Value Proposition
FunctionalMakes you a
complete elegant woman
EconomicValue for Money
EmotionalBoosts your confidence
Brand Value PyramidSocially
Expressive Benefits
Self-Expressive Benefits
Emotional Benefits
Functional Benefits
Features/Attributes
RossettoMakes you feel a complete elegant woman
Integrated Marketing Communication
ATL
BTL
TTL
ATL (Above The Line)
• Print: Newspaper Advertisement• Out of Home: Flyers/Hoardings in Metropolitan Cities• Radio: Advertisement on prime stations at office timings• Television: Advertisement on Fashion Channels, Feminine TV
Shows, etc
BTL (Below The Line)• Endorsement of Rossetto by Supermodels• PoP: Posters, etc in existing cosmetic shops
Sales Promotion• Trade Promotion: Offering credit to retailers & high margin• Consumer Promotion: Providing discount since the product is
expensive & making them used to it.
Brand Readiness Stage
DoFeelThink
The consumers will be made aware of the brand through advertisement and focusing on the differentiation traits, it will make them think/analyze, then they will have the desire to use the lipstick. Finally, making it available in almost all major retail outlets will make them purchase the lipstick as soon as they see it.
Pull Marketing• Making the consumers aware of the healthy/natural traits of the
lipstick will lure them into purchasing the product even though it is priced high.
Thank You
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