A Marketing plan for the finelle skin care line

• Main Authors: Dy, Ronson, Go, Jeanne, Li, Michell, Ty, Kathryn
• Format: text
• Language: English
• Published: Animo Repository 1991
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16894
• Institution: De La Salle University

Cosmetic House Inc. is the newest cosmetic company to enter the direct-selling market. On its first year of commercial operation, the company has been able to put up 3 branches in their distribution network covering the areas of Davao, Cagayan de Oro and Metro Manila. Together in its joint efforts with Finelle Industries, a 20 year old direct-selling cosmetic company from Massachusettes which currently ranks number 3 in the business, CHI was able to utilize a new marketing approach and high-tech sales presentation equipment such as the skin scanner, the skin analyzer and the color analyzer. It was through these unique systems that CHI was able to rank fourth in the industry. CHI feels optimism for its future in the country's direct-selling market. Currently, the Philippines has an approximate total market demand of 2.5 billion pesos. In which 8 of the competing companies are trying to partake the larger majority thereof. For the fiscal period January 1, 1992 to December 31, 1992, CHI aims to increase its sales by 100% which is an approximate total of 8 million pesos. In order to attain this, the group proposes that the company improve its product packaging, as well as increasing its average recruits to 300 distributors monthly. Due to the direct-selling system of the company, their main customers are untraditionally their own distributors and not the end consumers. Because of this, promotions and advertising will be directed at its sales people. Attainment of the company's objective will generate a net profile after tax of 530,270 pesos which approximately 6.63% of gross sales.