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BELLA COSMETICS

BELLA COSMETICS. β. OUR COMPANY. Founded by John and Mary Bella 10 years ago. First successful product was E-Z Hair. Today, Bella Cosmetics has produced over 30 different “High Tech” products. Our mission is: create “high tech” products at lowest price. E-Z-NAILS. E-Z-NAILS.

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BELLA COSMETICS

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  1. BELLA COSMETICS β

  2. OUR COMPANY • Founded by John and Mary Bella 10 years ago. • First successful product was E-Z Hair. • Today, Bella Cosmetics has produced over 30 different “High Tech” products. • Our mission is: create “high tech” products at lowest price.

  3. E-Z-NAILS

  4. E-Z-NAILS • 10’’ long x 5’’ wide x 5’’ deep electronic nail maker. • Has a “beauty kit” attached to the machine with nail matrix, polish supplies, and cuticle removers. That lasts up to 8 uses. • All 5 fingers go inside the machine at the same time. Use is very simple.

  5. E-Z-NAILS • Once inside, your nails will be • cut by an electronic laser, • cuticle will be removed • nail will be polished, painted • and finally will come out completely dry. • A regular manicure job takes 45 minutes. E-Z-NAILS TAKES ONLY: 7 MINUTES.

  6. DEMOGRAPHICS

  7. Bella Cosmetics is targeting E-Z NAILS as a product for the ENTIRE family. Middle and Upper Class. • From the teenage daughter to the grandmother • Even the father that needs to be presentable at work can use it • A good ramification of our demographics would be single women that works and also do not have time to go to hair saloons.

  8. The next 2 charts will describe more our demographics:

  9. Place Strategy

  10. USA AND JAPAN Typically busy families that need “high tech” products in order to save time. Good adaptation due to “high tech” availability. In these countries middle and upper class families tend to consume “high tech” products.

  11. Environmental Scan

  12. USA: • Socially, Middle and Upper Class have great level of education. • Also these families have a high rate of acceptance for new technology products. • In terms of technological forces, USA has great facilities that will make E-Z Nails easy to produce. • Economically, USA has a very solid economy and carry the status of a develop country. • After a market research was done, Bella Cosmetics found NO competitor for E-Z Nails in USA market. • USA gov’t gives a lot of incentives to new “tech” products.

  13. JAPAN: • Japanese people have one of the highest level of education in the world. • Advanced technological facilities. Bella Cosmetics will take advantage by opening a local factory in OSAKA. (tax advantages) • Japan’s market for “high tech” products is treated as a necessity within its society. • This generates, big sales and significant increases in company’s revenues. • There is NO competitor for E-Z Nails in Japan. • With the idea of opening a local plant in Osaka, Japan’s gov’t will give incentives and support to Bella Cosmetics.

  14. WAGES AND RATES

  15. Engineers and designers wages are considerably high. • The idea of Bella Cosmetics is to make partnerships with Universities in Japan and hire as part of staff, trainees and recent graduate engineers. • With this concept, Bella Cosmetics is seeking to a reduction of its fixed costs. Making E-Z Nails production line cheaper.

  16. RELATED & SUPPORTING INDUSTRIES

  17. Bella Cosmetics will establish partnerships with other cosmetics companies for E-Z Nails replaceable “kits”. • MAC, AVON, REVLON are examples of companies that will also manufacture our “kits”. • Using the Related & Supporting Industries concept Bella Cosmetics will reduce and share risk and costs of the “kits” production line. • So, E-Z Nail’s consumer will buy the best “kit” he or she thinks will meet his or her needs.

  18. DEMAND CONDITIONS

  19. After extensive research and surveys, the demand conditions for E-Z Nails will be spectacular; • First because there are NO competitors in the market. • Second, because E-Z Nails market share will be tremendous, due to the lack of competition. • Demand trends show that more “high tech” products are being consumed among middle and upper class families. • Bella Cosmetics will make a strong publicity of E-Z Nails. Specially relating our product with well known brands. ( Avon, Revlon, Mac)

  20. PROMOTION

  21. Bella Cosmetics will be advertising E-Z Nails in four channels of communications: • Television • Magazines • Supermarkets • Web Site (www.bellacosmetics.com) • TV: afternoon and evening famous entertainment and comedy shows • Howard Stern • Fashion Shows • Friends • Seinfield • Movies Premiers

  22. Example of TV Advertisement • Bella Cosmetics will use Julia Roberts as its main image, to present E-Z Nails. • She will demonstrate how E-Z Nails should be used in day to day life. • Julia Roberts will also show how the kits are easy to use.

  23. Magazines: Vogue, Cosmopolitan and Nipponia will be the main advertising magazines to introduce our product. • These magazines will have coupons attached, in order to incentive people to buy our product. • Supermarkets: K-Mart, Wall-Mart, Publix, Japanese supermarkets will be our distributors. • Consumers will have the chance to see and test E-Z Nails for free. • There will be a stand in each supermarket, with live demos, and special deals in order to attract compulsive buyers.

  24. Fashion Shows: Bella Cosmetics, will sponsor fashion shows in which E-Z Nails will be presented. • Coupons will be also available at these shows in order to increase and incentive sales.

  25. S.W.O.T

  26. Strengths • Fits all hands’ sizes and shapes • Full Nail Job takes 7 MINUTES!!!!!!, compared to the usual 30-45 minutes taken by a regular manicure. • Price. Through extensive research, E-Z Nail costs only 10% of the average annual spending. • Durable product. ( life time warranty).

  27. WEAKNESSES • The tradition of women going to hair saloons is taken away. • Some sort of unemployment can occur within the manicure career. • Loyalty of hair saloon customers

  28. OPPORTUNITIES • The “kit” can be linked to other big cosmetic brands, generating extra revenue. • The “kit” will create a new market segment because consumers will have to buy it constantly. • Consumers will adopt the use of E-ZNails as a habit, leading to extra uses within a month.

  29. THREATS • Counterfeiting ( cheap imitation) • The brand “E-Z Nails” can be associated with a lower quality and unsafe product.

  30. POSITIONING • MAC Group Inc, positions retail outlets in 2 dimensions ( Breadth of product line + value added) • Low value and narrow line of products. • Sold in major hair saloons, supermarkets and through Bella Cosmetics web site. (www.bellacosmetics.com) • Pricing, store locations, atmosphere and image are the most important points needed to be covered.

  31. PRICING • Markup, markdown and timing for markdowns. • Markups: Original and maintained • Final selling price of E-Z Nails is $150 • Final selling price of “kits” is $45. ( for 8 uses) • 3 “kits” for $110

  32. LOCATION • Central business centers • Regional Shopping centers • Community Shopping centers • Strip locations • Bella Cosmetics web site • 3 Retail stores ( 2 in USA east and west cost; and one in Japan, Tokyo)

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