Introduction

• We at "She cosmetics shop " are basically into the sales of cosmetics
products : personal care products , Hair products , Hand &nail
products , Perfumes and Makeup .
• Our major aim is to take advantage of the unending demands for
cosmetics products by people .
• However, that is not all we are interested in. We are interested in
making sure that the needed and the right cosmetics products are
made available to people at the right price and at the right time.
• Mission Statement:
We aim to become a cosmetics store that is always stocked with the
needed cosmetics by our Consumer .

• Vision Statement:
our vision is to become the biggest cosmetics store in the Sudan.
Objectives :

• Provide high quality cosmetics product to our client

to enable them to improve their beauty.
• To obtain maximum customer satisfaction through
continued quality products.
• To create customer loyalty.
• To increase number of products sales .
Positioning
• For women that need help care for themselves and feel
beautiful ,"she cosmetic shop" provides several quality cosmetic
products suitable for different ages , concerns , needs and
preference .
 SWOT
• Strengths :
Quality products
Wide range of products
Delivery
• Weakness :
Shop name is not well known
Limited customer database info
• Opportunity :
New shop
Expand product range and suppliers field
Expand customer base
Increase geographic coverage
• Threats :
Decrease in consumer demand
Exchange rate variation
Cosmetics Focus Group Result
Executive Summary
• To increase the sales with high satisfaction from
customers ,we have been making Focus Group to gain in-
depth customers insights .
• We conducted 2 Focus Group (12 women )from different
classes and different age.
• Women consider Cosmetics is matter in their daily lives •
Focus Group Discussion Guide
• The focus group questions about :
To know the aware about the cosmetics type and which used most .
Brands and the strengths , weakness and uniqueness for each brand .
The purchase process (based on what they buy & from where they
buy )
Media habits .
Cosmetic types awareness :

• Majority consumers associate (cosmetics )with the

categories :makeup, skincare, and hair care.
Cosmetics Brands
Type Brand Strength Weakness Uniqueness
Skin care Nivea -Quality -Expensive Different sizes
-Packaging
-Selling online
-Availability
-skin moisturizer

Makeup Maybelline -Quality -Expensive Multi-national

-Selling online
-Availability

Hair care Xpel -Quality -Not Available different packaging

-Packaging and new
-Selling Online innovative
-Diversity products products
Purchasing Process :

Most of the women purchase it Online (because of covid 19 they prefer

to buy it online) Monthly(skin and hair products) or every 3 Months
(Makeup) .. From Cosmetic Shop or pharmacy Quality
Past usage
Availability

Summary of Deciding Factors

Media Habit :

•Television is still one of the most popular medium followed across age groups. Some of the most
TV popular TV channels viewed are Blue Nile TV, S24 TV, MBC , CBC Sofra .

•They listen to channels like AlRabe’a94 FM, Quran , Omdurman FM , Tayba

Radio FM .

 
 

Internet is mostly •Most of them use social media like Facebook, WhatsApp etc. They also follow celebrities. Also
join groups.
accessed on the  
mobile phones
Thanks