A marketing plan for Benefit Cosmetics Philippines' Box O' Powder Lip Gloss

• Main Author: Aseoche, Katrina Aynrand C.
• Format: text
• Language: English
• Published: Animo Repository 2012
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18055
• Institution: De La Salle University

Benefit Cosmetics finally opened its doors in the Philippines last December 2011 in Greenbelt 5. After much success in only its first month of operation, it seems as if the year 2012 appears to bring in more success for the brand as it expands to Rustan's Glorietta and Shangri-La. The brand's expansion is, in fact, not limited only in terms of store location but also in terms of its product line. Inspired by Benefits famous Box O Powder blushes, the brand plans to introduce the new Box O Powders Glosses to Manila in May 2012. Given this product development, the proponents will focus on creating a marketing plan for this merchandise. The campaign intends to target 20-29 year old females from socio economic class ABC1. Specific goals for the 3 month campaign are as follows: (1) to create product awareness for 14% of the primary target market (2) To achieve 10% product trial out of the 14% of those who will be aware of the product and (3) Generating sales of Php 1,000,800, selling 1,112 units of BOP lip gloss, In order to attain these objectives, the overall big idea (which has the tagline Let the Benefit Shine will be used in mainly nontraditional or below the line advertising techniques, paired with sales promotion methods, and a public relations program that go well with the target market. This marketing plan will require Php 144,550.60 worth of investment, which will generate a gross income amounting to Php 720,576.00 having a net profit of Php 576,025.40 Specific evaluation tools have been recognized to determine the effectiveness of the marketing plan.