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José Rizal University

80 Shaw Boulevard, Mandaluyong City

Colourette Cosmetics

MARKETING PLAN

Presented to:
Ms. Honeylette Dc Villanueva

In Partial Fulfillment of the

Requirements for the
Bachelor of Science in Business Administration
Major in Marketing

Presented by:
LISING, NICA LAYNNE AREVALO
LOMIBAO, CRAIG STEPHEN CLUTARIO
MALADAGA, ALLANA ROZALDO
MENDOZA, KIER JOSEPH CRUZ
MICULOB, KATHLEEN IRISH SANTIAGO
 CHAPTER 1

EXECUTIVE SUMMARY

Colourette is a Filipino-owned cosmetics company that takes pride in valuing

their advocacies of diversity and empowering Filipinos through their products. Since
opening in 2015, Colourette now has over 1.3 million followers on Facebook and
another 386,000 on Instagram. With a wide range of cosmetics for cheeks, lips and
other beauty products. The brand is also popular for creating multi-purpose products
that can be used for the eyes, lips and cheeks all suited for the Filipino skin. The brand
was positioned for the woman but since it has a lot of choices of colors and it also
became popular among the younger generation. The products are created with global
standards but sold at affordable prices.
Colourette Cosmetics is a local makeup brand that advocates women
empowerment and is breaking stereotypes when it comes to beauty. Their campaign
slogan, “Be It,” encourages women to express and present themselves the way they
want to, confidently. Colourette Cosmetics is known to tie-up with social media
influencers such as vloggers, celebrities, ad Instagram personalities who believe in and
live out the same advocacy as theirs. They have been extensively using influencer
marketing to promote their products and carry out the message of diversity in beauty.
Their most recent collaboration is with the famous transwoman, Angeline King, and her
spouse, a model mentor and a fashion lifestyle host, Joey Mead King. The two
influencers have their own makeup line under Colourette called “Colourette x The
Kings.” This was released back in June 2018, which is just in time for as it is the Pride
Month of the LGBT community.

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 CHAPTER 2
TABLE OF CONTENT

I- Executive Summary ----------------------------------------------------------------------- 1

II- Table of Contents -------------------------------------------------------------------------- 2
III- Environmental Analysis ------------------------------------------------------------------- 3
IV- SWOT Analysis ----------------------------------------------------------------------------- 4
V- Marketing Objectives ---------------------------------------------------------------------- 5
VI- Marketing Strategies ----------------------------------------------------------------------- 6
VII- Marketing Implementation ---------------------------------------------------------------- 7
VIII- Evaluation and Control -------------------------------------------------------------------- 8

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 CHAPTER 3
ENVIROMENTAL ANALYSIS

A. Marketing Environment

 Competitive Forces

Competitive Rivalry
Colourette should be
aware of the number
of their competitors.

Competitive Forces
New Competitors are possible forces that Supplier Power
Colourette should always could threatens Colourette should always
think /anticipate possible new Colourette’s profit and be up to date with
competitors in market. growth supplier’s info.

Consumer Power Colourette

must ensure proper branding of
Substitute Products Colourette
products to customer so as to avoid
must have a unique creation
switching of products because they
cosmetic as to make sure that they
know they have the best already.
have their own signature brand.

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Competitive Rivalry- Coluorette must be aware of the percentage of the competitors
they already have. This will allow them to balance efforts, manage time, try different
strategies and might as well create a poll if possible. This will allow them to know their
standing among cosmetic companies.

New Competitors- Colourette must accept the fact that everything changes and that
Colourette will be put to a test in future. New Competitors are never new. The company
must always anticipate this change because with this, they will be able to create all
possible solutions to all possible new Competitors.

Supplier's Power- Colourette must obtain all the info they could get from the source of
their supplies. Because it's possible that Colourette could be sharing or having the same
supplier. It is very important that they are the 1st to approach the said supplier
especially in times that demands are high.

Consumer Power- Customers have the right to choose which brand they would use
especially in cosmetics. The hardest part is customers are always looking for something
new. How about overcoming consumer's power? Let's say for example, changing the
package of lipstick based on season? Or it could be based on holidays? With this type
of force, you no longer call it consumer Power- but instead call it Colourette Power!

Substitute Products- There are times that demands are high and supplies might not
be enough to sustain it. It is very significant that Colourette could create a cosmetic
using a diff ingredient but still satisfying quality in terms of improving one's looks. This
way Colourette's customer will not switch brand.

 ECONOMIC FORCE
Economic force is a factor that could impact and influence an
individual/company’s financial status. Some of the biggest economic factors that affect
marketing are demand and supply. Often, the goal of a marketing campaign is to drive
up demand. When demand is high, the price of a product can also be high, increasing
profitability for a business. When demand is low, the price lowers too.

The prices of any product like cosmetics could change based on the number of
products that is being demanded by the consumers. If there is a great demand from
consumers, it is very important that supplier could provide the need. Otherwise, the
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consumers might try other products from another brand which is almost similar to what
they use. If the suppliers can’t keep up with the demand, opportunities might open for
other brands. It seems a cycle in the marketing industry. This will be less likely to
happen in a well-planned business.

 Political Forces
All cosmetic products are required to have an approval from FDA. Product safety is
an important topic in the Philippines. It’s more openly discussed in the cosmetic
segment of the beauty industry since these products are designed for skin to skin
contact. Many brands in this industry either import or local is required to follow all
political and legal requirements.
Colourette Cosmetics may disclose your Personal Data in the good faith belief
that such action is necessary to:
- To comply with a legal obligation
- To protect and defend the rights or property of Colourette Cosmetics
- To prevent or investigate possible wrongdoing in connection with the Service
- To protect the personal safety of users of the Service or the public
- To protect against legal liability

 Legal and Regulatory Forces

Colourette Cosmetics is governed by a free privacy policy that relies on the service
of customers who have accepted to collect and utilize Colourette Cosmetics data.
Consumers may be able to provide information or data that will be used to contact or
identify them. Colourette Cosmetics ensures that any information or data they have is
secure and safe. A third-party service performs service-related functions on our behalf
in order to assist us in analyzing how our product is used. As a precaution, the company
does not address children under the age of 18 without parental authorization.
Consumers should read and examine the policy as it may be updated from time to time.

 Technological Forces

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Internet Connectivity
In recent years, global internet connectivity has been on a rise especially when
the cosmetics are inside the market. Colourette presents a larger market using internet
to connect with their customers who are interested to buy their offered services and
products. With this communication, aside from acquiring the products, the consumers
will also increase their leisure time.
Beauty Devices
Growing demand for cosmetics innovations are slowly creeping out to fill those
needs. Most of cosmetic companies released new products that they innovated. Some
of them bring high-tech beauty treatments that can be used at home and some of their
skin care product offered beauty devices that can improve their consumer’s efficacy of
cosmetic products, with competition. On the flip side though, a global rise in demand for
cosmetic products might bring negative outcome with other brand including increased
less sales and interest.
Smart technologies
In the cosmetic field, high technology is elevating the development of skincare
products that can go deeper below the skin`s surface to give consumers a better result
and improve its market. This allows enhanced properties in several areas of interest to
the cosmetic products including deeper skin penetration, UV protection, long-lasting
effect, improved hydration, and other else. It grants the product consumers to visually
try the products or looks of the company or brand.
Internet Influencers
Colourette also use its advantage since there`s a lot of individuals who use their
product and continuing to follow them. Via internet, they use their influencers to create
videos with their products to create impressions to their products globally and with these
techniques, their brand will be positioning itself into a favorable position as compared to
its competitors.

 Socio Cultural Forces

Most consumers tend to buy Colourette's product because of its affordable price and
good quality products. Aside from its preferable products, you can choose shades that
suits your satisfaction. Colourette products boost consumers’ confidence after using it.
One of the goods' benefits is it's so lightweight in your lips that makes you comfortable.

B. Target Market

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 Colourette Cosmetics is created by Fairness and Flawless, an online skincare from
Angeles, Pampanga owned by Nina Elaine Dizon. The products are locally made and
proudly cruelty-free. Colourette also use natural ingredients making sure that they are
safe for all skin types.
Colourette has two main objectives in penetrating other Asian country: (1) To bring
locally made cosmetic products for Filipina expatriates living other Asian country; and to
(2) Start capturing other foreign consumers to patronize the product. With remaining
strong to the company’s proposition about being firm to redefine cosmetics to beautify
and empower the modern woman.

C. Current Marketing Objectives and Performance

Despite the common adage that it's what is on the inside that counts, Colourette of
beauty products are for external application. The cosmetics industry revolves around
Asian beauty and seeks to enhance your natural features by producing innovative
products that should be safe to use. It continues to grow the Asian country, churning out
brand after brand, in most cases driven by customer feedback. Since consumer
satisfaction is paramount, the industry places a premium on making customers happy.
All efforts and objectives of cosmetics makers and sellers are geared toward
maintaining a loyal client base.
To maintain competitiveness, the cosmetics industry's brands must saturate the
market and be part of people’s lives. Apart from typical marketing tactics such as
quality packaging, wide product ranges, and reasonable price-points, manufacturers
and retailers in the industry must develop strategies and techniques to enter new
target markets and maintain their loyal base. Some of the strategies include support
for fashion shows and for modeling agencies, who reciprocate with free promotion and
spearheading the industry's products.

CHAPTER 4
SWOT ANALYSIS

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Strength
 Employees Colourette's continuing progress is without, if not with, the creativity
of the idea of team vision. CEO Nina Ellaine Dizon finds passion to be the key to
the company’s excellently.
 Color Selection
 Multiple use makeup
 Product Quality

Weakness
 Packaging

Opportunities
 Shift in customer behavior
The number of women who use makeup daily has increased among the millennial
generation and are becoming more open to makeup in all manner of environments.
Most women today are aware of beauty trends, and this has led them to prefer the
use of cosmetics that is huge
Threats
 Competition
The company faces a lot of competitors from brand such as Ever Bilena, Careline,
Maybelline, Happy Skin, are who are in a never-ending race to emerge as brand
leaders.

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 CHAPTER 5
MARKETING OBJECTIVES

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 CHAPTER 6
MARKETING STRATGIES

A. Target Market
B. Marketing Mic

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be observed and implemented in the introduction of new product concept and in the
operations o

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