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Astor

In: Business and Management

Submitted By mleelarkin
Words 521
Pages 3
PLAN DE MARKETING

PRODUCTO • • • • • • •

Tiente labial en dos pasos. Apariencia de rotulador Disponible en 8 colores. Lápiz-­‐aplicador de gran precisión. Permanente / no se borra / no mancha. Sensación de hidratación todo el día. Lanzamiento en el 2010.

MARCA • Margaret Astor nació en 1952 de origen alemán • Diez años más tarde llegó a España • En el 2000 acortó su nombre : ASTOR • Astor es una compañía perteneciente al Grupo Coty Inc, creado en 1904 por François Coty.

PRESENCIA

GAMA DE PRODUCTOS u Ojos:

• Máscara de pestañas • Sombra de ojos • Lápiz de ojos • • • • • •

u Rostro:

Base de maquillaje Corrector Polvos Bronceador Colorete Cuidado facial

u Uñas: • Esmaltes • Tratamientos específicos

u Labios:

• • •

Barra de labios Lápiz de labios Brillo de labios

PRECIO • 10,00 € aproximadamente

DISTRIBUIDORES

• GRANDES HIPERMERCADOS • CADENAS ESPECIALIZADAS • INTERNET

COMUNICACIÓN • Televisión nacional

• • • •

Revistas Outdoors Internet Eventos de presentación

SEGMENTO DE MERCADO • • • • •

Mujeres jóvenes entre 18 a 30 años Preocupadas por su imagen personal Clase media Dispuestas a probar algo nuevo Mujer moderna, vida moderna

COMPETIDORES

ENTORNO • El mercado del maquillaje en España crecerá un 19,78% los próximos cinco años. • 2012 las mujeres residentes en España gastaron 27,50€ al año en este dpo de producto, un 3,39% más que en 2011 y un 6,59% si se compara con el gasto realizado en 2006.

• 2017 el gasto en maquillaje en España subirá hasta los 769 millones de euros, lo que supone un crecimiento del 19,78% • En 2012, los principales mercados de cosmé>ca en el mundo son EEUU, Japón, Brasil, Reino Unido y Francia. • Los países en los que más se paga por unidad de maquillaje vendido son Japón, Canadá, Irlanda, Francia y Alemania. • En 2017 los principales mercados para el maquillaje serán EEUU, Japón, Brasil, Reino Unido y Rusia. España ocupará una zona intermedia de la tabla. Fuente: EAE Bussiness School

DIÁNOSTICO DE LA SITUACIÓN • Formato innovador • Precisión • Precio razonable • Duración inadecuada • Caducidad del producto • Caída de ventas

S • Innovación de producto • Cartera de clientes fija de la marca • Gran tendencia cuidado personal

W T • Mala reputación del producto • Competencia: Imitaciones y productos similares

O

OBJETIVOS • MEJORAR LA REPUTACIÓN DE PRODUCTO • AUMENTAR EL INDICE DE VENTAS • CAPTAR A UN PÚBLICO MÁS JOVEN SIN PERDER EL ACTUAL.

PRODUCTO • Mejora de la fórmula del producto • Solución de la rotura de bálsamo labial • Rediseño del packaging • Añadir nuevos colores más llamadvos para captar a un público más joven

PRECIO • Mantener el PVP recomendado en consonancia a la línea de productos labiales para mantener una homogeneidad • Se contemplaran los descuentos y promociones en ocasiones señaladas.

DISTRUBUCIÓN • GRANDES CADENAS • CENTROS ESPECIAZADOS • CABECERA EN LOS LINEALES

PROMOCIÓN • Azafata en grandes superficies los 15 primeros días del lanzamiento de producto para favorecer la venta • Lanzar una campaña en Youtube 15 días antes de el lanzamiento en denda para generar expectación • Cambiar la Brand Ambassador: Blanca Suárez, Vinilla Von Bismark • Enviar muestras a Bloggers especializadas en belleza como: Aishawari, Isasaweis • Realizar un evento de prensa presentando los nuevos colores, y nueva fórmula con los medios • Enviar muestras a revistas femeninas y programas de opinión femenina. • Comprar paginas de revistas • Anuncios TV • Product placement en series españolas…...

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