Marketing plan For a Cosmetic Giant – The Ordinary

By

Arpit Kakkar
19313
MA

Submitted to
Dr. Gajender Sharma
Brand Name – The Ordinary

The Ordinary background

The Ordinary is an evolving collection of treatments offering familiar, effective
clinical technologies positioned to raise pricing and communication integrity in
skincare. The brand was created to celebrate integrity in its most humble and
true form. Its offering is pioneering, not in the familiar technologies it uses, but
in its honesty and integrity.

SWOT analysis of The Ordinary

Strengths
 Accessibility
 Variety of products
 Strong online presence
Weaknesses
 Expensive price
 Unattainable image
Opportunities

 Presence and capitalise on social media

 Widening consumer base
Threats
 Intensifying competition
 Organic cosmetics trend

Products
 Makeup
 Skin care
 Body
 Hair

Target customers
 Targeted at mostly women between 15-50 years of age.
 Professional makeup artist
 Customers who consume much of time in blogs and makeup
tutorials
 Niche part of men who put makeup work on social media
Pricing
 Comparable price to competitors- cost of switching should not
be higher
 Discounts and offers
Promotions
 More digital presence and active in all social media platforms
 Attending trade fares and expos to get the product the needed
exposure
 Giveaways and free samples to the potential customer
  Advertisements

Social Media
 Facebook
 Instagram
 Twitter
 YouTube

Online Retailing
 Connect with more retailers by putting the product on the web
as to expand their business and to increase profits, moreover
more customers will also see and purchase the required product.
 The volume will rise quickly if the company are able to get
some wholesale distributor interested in the cosmetic products.

Online selling
 Contacting retail partners to sell The ordinary cosmetics on their
websites and other channels
 Contacting independent sales representative

Online direct selling through The ordinary website

 Allows the customers who visit the side buy products
 Can choose the specified product mentioned under each head.
 Pictures of that particular product visible right next to it.

Buy at store- Tier 1 urban markets and cities which includes Delhi,
Bangalore, Hyderabad and Mumbai.