A marketing plan for virtuose

Date of Publication

9-4-2007

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Luisa C. Delayco

Defense Panel Chair

Jaime S. Ong

Defense Panel Member

Fredelita E. De Mesa

Abstract/Summary

Lancome, the world’s number one mascara brand, introduces its newest variant to the Philippine market. Come September 2007, Virtuose will be launched. The combination of ingredients leaves users with nothing short of astounding curved lashes with a 60 degree hold. Virtuose is a product of Lancomes product expertise and passion for skincare, make-up and fragrance.

Certain limitations were encountered by the researchers in creating the study. First was the budget constraint. With only Php 600,000 as budget, launch efforts could only be focused on the Marketing Communication Program. The group felt it was prudent to allocate funds solely on promoting the new product. Yet another limitation was the international standards Lancome follows. L’Oreal regional headquarters dictate advertising campaign as well as product innovation and pricing strategies, leaving only promotions to the discretion of local Lancome offices.

The group proposes advertising, sales promo and public relations strategies to announce the coming of this breakthrough mascara. Efforts will be targeted primarily to women aged 25-29 belonging to the AB socio classes. Programs will include on and off counter support, product placements in magazines and print advertising, among others.

The proposed marketing plan has the following objectives: to contribute 39% or 981 Virtuose units to the total 2541 Lancome mascara units sold; to gamer an 18.5% market share for Lancome in the overall premium color cosmetics mascara industry; to create awareness about Virtuose’s product benefits among 97% of the target market; to create awareness about Virtouse’s product benefits among 97% of the target market; to foster good customer relations with 46% of the target market interested in purchasing Virtuose.

Using the proposed plan will increase current Lancome sales by 60%. Net sales after the program’s implementation will be pegged at Php 4,308,529.00 with project costs at Php 596,700. The Awareness, Interest, Desire and Action (AIDA) Test was used to measure the sales contributions of the proposed strategies.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU16081; CDTU016081

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

1 computer disc ; 4 3/4 in.

Keywords

Marketing--Planning

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Embargo Period

3-3-2026

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