FINAL SUBMISSION

SUBJECT: CONCEPTUAL DESIGN

SUBMITTED BY: AYESHA
LATEEF
SUBMITTED
-
TO: SIR ALI
ROLL NO: 7720
BFA GRAPHICS(M)
7TH SEMESTER
MEDORA
COSMETIC
BRAND
Medora is a Pakistani cosmetic brand that has
recently made waves by offering affordable
alternatives to premium brands like MAC. 

Though the company has been around for a

while, its new shades are touted by beauty
bloggers as the next best thing to buying more
expensive brands.
Establishment:
 Medora is a very old company of Pakistan based in Swat, highly affordable
products.
 One of the best cosmetic companies in Pakistan, the Medora, was established
in 1961; its existence is like a household name all over the country.
 It has network of more than 200 distributors.
 New variants and fragrances in products.
 Product development for male segment as well.

Slogan:

“Be in touch with your inner girl”

Vision Of Medora:
Their vision was to be the first choice of women seeking conscious, free, flattering,
attractive premium makeup products that make each individual women look simply
beautiful and feel more confident.

Targeted Audience:
Their targeted audience is female, teenagers to 40 years. It is for both upper or lower
class.

Now they have added fragrances for men as well.

PROS:
 wide range of shades from nude to bold
 truly pigmented
 dirt cheap price
 glides smoothly
 mattes are not over drying
 good lasting power
 does not bleed
 easy availability
 diversity of shades
 most economical brand
Competitors:
Its competitors are following:

 MAYBELLINE
 L’OREAL
 MISS ROSE
 NEW YORK CITY cosmetics
 COLOR STUDIO

Marketing Strategy of Medora:

 Lower class
 Lower middle class
 Same packaging is used from last time.
 Design
 Shape
Now the Question arises…………

How such a big name has lost its market position?

Problems Identified:
 Placing of product
means they don’t know where to place the product in market to have its better
sale.

 Lack of Promotion Campaign

Its competitors were having high promotion campaigns, due to which they were
more common in Public.

Its market strategy is not focused on one color designing technique.

While its competitors are using nude colors to represent the beauty.
  Packaging Design
It was having the same packaging of grey color, which was not fascinating the
women more.

 Less Visionary
Which means less focus on marketing strategies.

 Total absence from social media

 Ineffective and less attractive website

 No clear points of direct interaction with the customer.

 lack of participation in CSR initiatives

What is the Plus point of Its Competitors?

 Rising trends in skin care products 
 Customer orientation towards naturally integrated products 
 People becoming more beauty conscious 
 Celebrity endorsement and online delivery services 
 New technologies to increase shelf lives 
 International demand
 Threats:

 Declining buying power of consumers in Pakistan

  Tough competition from international brands 
  Rapid changes in fashion  
 Huge budgets for marketing and product development
  Uncertain law and order situation in Pakistan

Positioning:
Its innovative and affordable.

Placement Strategies:
 Lahore, Karachi, Islamabad, Faisalabad
 Supermarkets – Hyper star, HKB, Potpourri
 Malls - Packages mall, Dolmen, Centaurus 
 Placed on all cosmetic & electronic panels in stores

Pricing Strategies:
 Market penetration pricing
 Cost based pricing
 Value based pricing
 More for Less
My thoughts:
In summers my go to lipsticks are matte nude ones so basically I have more nudes in
my collection with matte formula. I really appreciate that Medora lipstick ranges from
beautiful nudes to bold like most of good quality brands. It also includes a decent range
of red which I am in love with but I own only one red Medora lipstick because those are
mostly out of stock.

Medora lipsticks are truly pigmented only one swipe is enough for right pigmentation but
you can build it up more according to your choice. These lipsticks glides on lips
smoothly even matte ones. These are not transfer proof. Matte shades are not over
drying and semi matte shades have a little sheen to it. It does not bleed. These medora
lipsticks stays on lips for about 5 to 6 hours and then starts fading away but bold shades
still leaves a stain on lips.

Matte lipsticks have more strong weird smell than semi matte which fades away after
sometime. As I always said you need to moisturize your lips before applying matte
lipsticks especially.
 BONUS
TRISTAR
Pakistan’s No. 1 selling detergent brand, Bonus Tristar is
a value-for-money laundry product for every household.
With the power of red and green speckles, it gives
effortless, brilliant cleaning and leaves a pleasant
fragrance on your clothes. It is the choice of millions of
women across the country.

Introduction:
Detergent market of Pakistan is attractive and battle place for the MNC’s as well as
Local brands. The story begins in 1981 when Lever Brothers launched the first ever
branded detergent in Pakistan with the name of “Surf”, and was doing very well because
of its quality. When Colgate Palmolive saw the detergent market growth and the
potential buyers, in 1982 launched “Brite” a detergent with the same quality and price of
surf. Initially the results were excellent and the sales were growing but later Brite was
not able to create brand loyalty and the sales went flat, but surf was still doing well.
Survey regarding the failure of Brite depict that people were satisfied by surf quality but
were not happy by the price. This gave an idea to Colgate Palmolive and in 1986 they
launched “Express”, a detergent with same quality as surf and Brite but was priced 30%
lower than the other two. This step was a turning point for express sale increases and
making it market leader in 1988. After that lose Levers launched “Sunlight” in 1991
which was of same price and quality as express but the results were disastrous and
sunlight went away from the market in a quick period. When Colgate Palmolive saw that
Levers were trying every strategy to break express, they launched “Bonus Tri-Star” in
1992 another detergent by Colgate Palmolive produced for the lower segment.

Vision of bonus:
Main focus of bonus is to provide highest quality of washing powder in low price.

Targeted audience:
It is made for lower middle class income family.

Market segmentation:
Keeping in view of consumer market segmentation we have analyze the following:

Geographic Segmentation:

• Particularly focuses on lower middle-class housewives

• It is for those people who can’t afford high price detergent
• It is for those people who can compromise on low quality washing

Demographic:

It triggers the following demographic qualities, age between 20 to 50, gender female,
housewives, especially poor Asian families.

Psychographic:

In Psychological perspective the following attributes are observed.

Social Status:
 Middle class or lower middle-class low-income families

Lifestyle:
 Families who can rely on low quality money saving products

Behavioral:
 The usage rate is everyday use product, Loyalty status is more quantity in low price,
the user status is lower average class housewives and hostellers

Competitors:
Its competitors are following:
 Surf excel
 Ariel
 Express
Marketing strategy used:
 Best TV commercials

Consumer Perception of the product:

There are a few types of perception a customer has:

 Price perception
 Quality perception
 Benefit perception

Price perception:

Price perception tells about the willingness of people to buy a product.

So bonus Tristar price is very low. It’s a positive factor for some consumers and
negative at the same time.

Because some people doubt on its quality and move to the others.

Due to this perception, bonus has changed its pack and redesigned it for upper class
too.