SHE

Cosmetics
Shop
Outline:
• Introduction
• Objective , Mission & Vision
• SWOT Analysis
• Focus Group Result
• Target audiences
• Positioning
• Marketing Strategy
• Digital Marketing Plan
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 overcome the unending demands for
quality original 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.
A Lifetime
Investment

Invest in your body

It is going to represent
you for a very long
time.
Marketing Plan
Process
First: Objectives, Vision, and mission:
• To provide a high quality cosmetics products to our clients to enable them to improve their beauty.

• To obtain maximum customer satisfaction through continued quality products.

• To create customers loyalty.

Vision Statement:
• Our vision is to become the biggest cosmetics store in the Sudan recognized by its best quality products.

Mission Statement:
• To provide cosmetic products that help consumers meet the highest quality standards .
SWOT Analysis

S O T
• Quality products
• Wide range of
products
• Delivery
W
• Limited customer
data base info.
• New branches.
• Expand product
range and
suppliers
.Decrease in
customers demand.
.Exchange rate
Variation.
• Increase
• Brand awareness is geographic .High competition
weak coverage

O P P O RT U N I T I E S
STRENGTHS

T H R E AT S
WEAKNESSES
Market Research:
Focus Group
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 ages.

• Women consider Cosmetics an important 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.
 Cosmetic 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 different

-Packaging Available packaging and
-Selling Online new 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
TV:
Television is still one of the most popular medium followed across age
groups. Some of the most popular TV channels viewed are Blue Nile
TV, S24, Angam, MBC, CBC.

Radio:
They listen to channels like AlRabe’a 94 FM,106.6pro FM , Hala 96 FM.

Internet is mostly accessed on the mobile phones:

Most of them use social media like Facebook, WhatsApp etc. They also
follow celebrities. Also join groups.
Target Audience
Client Personna Case

• Hazar is 26 year old lady, graduated from University of Medical Sciences and
Technology (UMST) with degree in business management.

• She works as an Business Development officer at a national organization and She

lives in Riyadh, Khartoum.

• Shopping is her favorite hobby and always want the best quality products with
the best price, she is that kind of girls you would love to have as your best friend.

• She’s so classy and funny at the same time, she also values convenience and
accessibility when shopping for cosmetics , and most commonly buys her
products in stores and she doesn’t tend to venture outside the brands and
products she trusts , but is still open to new product information and exposure .
 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.
Marketing Strategy
1. Build Up a Personal Brand

A strong personal brand can build credibility of products line and help come
across as an established expert in the industry.
Growing personal brand to have the reach of a micro-influencer is possible
using a variety of strategies:

• Write blogs and articles

• Talk about what inspired us to launch the cosmetic line
• Share our story, challenges, knowledge, future plans
• Share the goals of the business

2. Marketing our Cosmetics Brand on Social Media

Having a strong, consistent voice on social media is no longer an option when

it comes to brand marketing strategies. It’s a necessity. For beauty products
and cosmetics specifically, there’s a range of ways to find success on social
media. 
here’s three essential guidelines for having a strong online presence:
• Post content frequently
• Respond and interact
• Cross-promote your channels
Marketing Strategy
3. Promote Our Cosmetics with Video Content

Video content has grown more and more popular, and videos using beauty products are no
exception. Some videos we might consider are makeup or cosmetic tutorials, short clips of applying
the product, and “behind the scenes” footage.

4. Collaborate with Spas and Venues

A great in-person strategy for marketing your beauty brand is getting your products in trustworthy
venues where great beauty products are expected.
Getting in spas, salons, hotels, etc., can both monetize our business and spread brand awareness.

5. Offer Promotions and Discounts

Many beauty products and cosmetics are generally in high demand, but rather expensive at the
same time.
Offering discounts and promotions, either online or at brick and mortar locations, can be something
you advertise to gain attention, and can be a way to convince customers away from the typical
brands they purchase.

6. Add New Product Lines.

Off-line Marketing
Events :
1. Breast Cancer day.

• Awareness
• Discounts
• Offers

2. Collaboration with Nermine Gergafi at her third fashion day.

3. Loyalty Program.

• Points collecting

4. New year offers

• Offers
Digital Marketing
Create a community to build brand advocacy:
• To connect older & younger generations to the brand and influence the younger generation to advocate for the brand.
• By creating an engaging community, this will help customers to influence and share feedback.
Review & feedback section on pages:

• Let the audience express their feelings about the brand through social media, this will influence decisions making for
products & connect you with customers in an efficient way.
Platforms we are using :

• Facebook: page and group (elder generation connect to women through Facebook groups)
• Instagram: younger generation ( using the Instagram tools and making use of the Instagram market )
• TikTok: using its popularity on doing quick fun videos on applying and using our products and featuring the audience
on engaging challenges
Digital Marketing
Help the audience by using social media content that is useful for the consumer as :
• How to tutorials using your product
• Promotional newsletter
• Going live
• Interactive fun content
• Use beauty influencers
• Use Storytelling
• Create hashtags to share your audience experience through it
• Create fun challenges
• Engage the audience with your vision
• Support your community
• Quick videos
On-line Campaign

• Influencers:
Using beauty influencers to promote our beauty products by sending them the products to
review and give their honest opinions and share them with their audience.
Our New Product Line

GARLY .. (the perfect solution to stimulate hair growth

away from monoxide problems)

Product overview:
GARLY is a natural product patented by the Sudanese Intellectual
Property General Registrar. It consists of effective oils that increase
the blood supply to the follicle and nourish it from the depths in a
safe and fast manner. It consists mainly of garlic , onions and
capsicum oils , in addition to vitamin ( E ), and panthenol , which
increases its effectiveness and ensures that hair will not fall again
even after stopping use.
Our Commitment to
You
Our product guarantee for every item you
purchase

Satisfaction Guaranteed Quality

Availability We care
Where to find us?
Where to shop our
products

Our Store

Website/Social Media (Online)

Bazzaras
Connect with us
online
FaceBOO @shecosmetics
k

TwIt t e @shecosmetics
r

Instagram @shecosmetics
Drop us a
note
We welcome your
feedback

EmaIL
she@cosmetics.com

WeBSIt e PHOne
www.shecosmetics.com nUMBEr
09123456789