GLAMROOTS

“RETHINK YOUR LASH LOOK”

SUBMITTED TO: SIR AMIR SHAREEF

SUBMITTED FROM: INTELLECTUALS

MEMEBERS:

LAIBA MAHIEEN MALIK

ISMA HANIF CHAUDHRY

FATIMA AHMED KHAN

MEHNOOR ASHFAQ

ZAINAB NASIR

APRIL 13, 2018

GLAMROOTS
ISLAMABAD, PAKISTAN
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EXECUTIVE SUMMARY:
GLAMROOTS, is a start up business specializing in face make up products,
moisturizers and primers. These products are made from the finest quality of raw
materials, the harmless colors additives and the pure fruity flavors. The flavored
fruits are gathered in local fields or wooded areas when they are the peak of
mutuality and the concentrations of active ingredients are high.
Make up have grown in popularity among consumers over the past 10 years.
Where one’s customer would have to go to a special shop to purchase the
product, now the same products are available at the local super market.
GLAMROOTS will sell its products line to wholesalers that sell special theme
baskets at special occasions, such as Mother’s Day, friendship day, birthdays,
special bridal beauty basket etc.
This business is all about manufacturing and distributing make up products to the
consumers. This market product includes: primers, foundations, shimmers, eye
wears, lip wears etc.
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Table of Contents:
INTRODUCTION……………………………………………………………………………………………………3

MISSION……………………………………………………………………………………………………………….4

OBJECTIVES …………………………………………………………………………………………………………5

MARKET SEGMENTATION……………………………………………………………………………………6

COMPETITOR ANALYSIS ………………………………………………………………………………………7

BUSINESS CLIMATE ………………………………………………………………………………………………8

TOWS ANALYSIS ………………………………………………………………………………………………...9

MARKET MIX ……………………………………………………………………………………………………10

POSITIONING STRATEGY ……………………………………………………………………………………11

ACTIONS PLANS AND BUDGET……………………………………………………………………………12

IMPLEMENTATION AND CONTROL……………………………………………………………………12

RETURN ON INVERSTMENT………………………………………………………………………………13

RECOMMENDATION…………………………………………………………………………………………13
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INTRODUCTION:
Cosmetics are substance or products use to enhance or alter the appearance or
fragrance of body. Many cosmetics are designed for use of applying on face and
hair. They are generally the mixture of chemical compounds; some being drive
from natural resources (such as coconut oil and some being synthetics. Common
cosmetics includes lipstick, mascara, eye shadow, foundation, rouge, skin cleaner
and skin lotions, shampoo, hairstyling products (such as hair spray), perfumes and
colognes. Cosmetics applied on face to enhance beauty are often called make up.
GLAMROOTS is a startup business of cosmetics, which provide 100% of natural
herbal and fruity exact products for its target consumers keeping in mind the
needs of the products. It will be selling its products to almost all the retail shops
and accessories shops in the city, ISLAMABAD (as it is a startup business). Market
research indicates a specific and growing need of makeup day by day.
GLAMROOTS provides products such as primers, foundations (for all type skin
tones) lip wears (lipsticks, lip-glosses, lip pencils) eye wears (eye shadows, eye
linear, mascara, lip pencil, kajal), shimmers (in all shades), perfumes, colognes,
nail paints, blushes, all of these products are made up of pure herbal, natural and
fruity indigents.
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MISSION:
GLAMROOTS will devote its energy and its competencies solely to one
business: beauty. It is a business rich in meaning, as it enables all individuals to
express their personalities, gain self-confidence and open up to others.
Beauty is a language
GLAMROOTS has set itself the mission of offering the women the best of
cosmetics innovation in terms of quality, efficacy and safety. By meeting the
infinite diversity of beauty needs and desires all over the world.
Beauty is universal
The research group has been pushing back the frontiers of knowledge. Its unique
research arm enables it to continually explore new territories and invent the
products of the future, while drawing inspiration from beauty rituals the world
over.
Beauty is a science
Providing access to products that enhance well-being, mobilizing its innovative
strength to preserve the beauty of the planet and supporting local communities.
These are exacting challenges, which are a source of inspiration and creativity for
GLAMROOTS.
Beauty is a commitment
By drawing on the diversity of its teams, and the richness and the
complementarity of its brand portfolio, GLAMROOTS has made the
universalization of beauty its project for the years to come.
GLAMROOTS, offering beauty for all and sharing beauty with all.
At GLAMROOTS, we believe that everyone aspire beauty. Our mission is to help
women realize their aspiration, express their individual personalities to full. This is
what gives meaning and value to our business and to the working lives of our
employees. Balancing our success as a company with the needs of the society as a
whole is the part of the way we do business. With this in mind, we are proud to
announce the launch of sharing beauty with all our sustainability commitment for
future.
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OBJECTIVES:
Despite the common adage that "it's what is on the inside that counts," myriads
of beauty products are for external application. The cosmetics industry revolves
around beauty and seeks to enhance your natural features by producing
innovative products that should be safe to use. It continues to grow the world
over, 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.
1. NO SIDE EFFECTS:
In line with Pakistan food and drug administration objective to ensure that food
and cosmetics are safe and properly labelled.
2.BEAUTY SOLUTIONS:
The company offers a product range in each niche to fit various clients need.
3.TARGET MARKET:
To maintain competitiveness, GLAMROOTS has to saturate the market and be
part of people’s life. A part from typical marketing tactics some of the strategies
include support for fashion shows and for modeling agencies who reciprocate
with the free promotion and spear heading the industry products.
4.INNOVATION:
By monitoring the market trends to gauge consumer behavior, GLAMROOTS
delivers products that consumer need and want.

ETHICAL PRINCIPLES
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Our principles are Integrity, Respect, Courage and Transparency.

Our Ethical Principles shape our culture, underpin our reputation, and must be
known and recognized by all GLAMROOTS employees.
Integrity: because acting with integrity is vital to building and maintaining trust
and good relationships.
Respect: because what we do has an impact on many people’s lives.
Courage: because ethical questions are rarely easy but must be addressed.
Transparency: because we must always be truthful, sincere and be able to justify
our actions and decisions.

MARKET SEGMENTATION
DEMOGRAPHIC:
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Age: primarily the 16-24 years old

Income: very affordable product so this doesn`t apply but mainly middle class
Gender: meant for girls
GEOGRAPHIC:
Region: available in Rawalpindi and Islamabad in Pakistan.
Special locations: mainly malls, departmental stores and the outlet.
BEHAVIOURAL:
User rate: frequent purchasers as well as first timers
User status: loyalists as well as new customers
PSYCHOGRAPHIC:
Attitude: cool and trendsetting

COMPETITOR ANALYSIS
MEDORA is a highly rewarding consumer related cosmetic brand which focuses
on the local community. Its value proposition is for a more beautiful u. It is a very
competitive competitor in the market with strongly rooted and in fact every
house with at least on makeup product of Medora in hand. The prices of
MEDORA products are also very affordable. Its popular product is lipstick
available in different matte and shiny shades.
The strategy of MEDORA is broadly focused on;
 Short supply chain module to enhance customer service.
 To meet everyone's needs at various product level and price points.
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 Penetrate, educate and build markets for the future.

BUSINESS CLIMATE
POLITICAL CLIMATE
The government has done nothing for the industry, besides hounding businesses
for taxes. The tax structure discourages local production and legal trade.
But background research by this scribe brought to the fore some interesting facts
that reflect the changing lifestyle and consumption patterns of households and
the role of middle-class working women, who are assumed to be fairly aware and
leading the trend.
Some players believe that women in Pakistan and similar societies with strong
gender biases treat fashion and self-care as an expression of rebellion, where they
can apply their personal choice and draw satisfaction and pleasure at affordable
cost.

ECONOMIC CLIMATE
Economic factors mainly affect the purchasing power of customers. The more
customer demand for the product the more profit to the organization, at the
same time if there is no customers demand it's going to affect the organization in
a negative manner. So economic factors are very important external factor that
affect the cosmetic industry. Economic factors include,
 Unemployment rate
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 Economic growth rate

 Interest rate and etc.

TECHNOLOGICAL CLIMATE
The cosmetics industry is embracing new technologies, as it attempts to attract a
new wave of digital natives. The initatives are designed to enhance the process of
buying cosmetics, allowing customers to experience products in a way that
previously wasn't possible. Rather than replacing the experience of trying on
make-up in a shop, these initiatives aim to add a new dimension for people who
want to try out a new look.

SOCIAL AND CULTURAL CLIMATE

The success (or failure) of a specific cosmetic is dependent upon the consumer’s
perception that the cosmetic will make him/her more attractive. The perception
of attractiveness is a function of culture, society, and the time-frame of the
purchase. Specifically, that which is considered attractive in one society may not
be considered attractive in another. In addition, that which is considered
attractive today may not be considered attractive tomorrow. After illustrating the
historical and cultural influence on beauty and cosmetics, teaching notes are
offered to illustrate the importance of these variables on the success of the
cosmetic industry.

TOWS ANALYSIS
THREATS
Competitors: In the local market there is a huge competition between the companies
offering the related products in the same price range.
Political crises: Sometimes various obstructions like strikes of vehicles, air strike,
boarder closure happens. This can be a threat to exporting.

OPPORTUNITY:
Better economy: Day by day world’s economy is growing up, which leads to increase
the per capita income as well as people’s choice has been changing as well.
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Brand expansion: Profitable companies are able to recognize their product by the
quality, features and price then very soon it will be able to expand its brand name to
the other Asian countries. It is a great opportunity for them.
Priority of culture: Company is always sincere to adapt the culture and follow the
trend of the consumers.

WEAKNESSES:
Traditional distributional channel: Company behaves in traditional distributional
channel to reach to the final costumers. They use mostly retailer via whole sale.
Not proper financial projection: Company did not follow exact financial projection or
allocations of resources comply with the real market situation.

STRENGTH:
Brand name: Any company first work is to establish their brand and company name
in the market. GLAMROOT is able to create popularity within young generation
especially in teenage girls. It is popular because of its various items and its quality.
The most popular items are lipsticks and nail polishes. Its success is the result of
superior product and distinctive competitive strategies.
Customer satisfaction: It always tries to give the high quality products to its
customer, which helps for the customer satisfaction because every company or
organization main common strategy is customer satisfaction.

MARKETING MIX
PRODUCTS:
The company offers a wide range of cosmetics and its accessories that is makeup
brushes and blenders. The products are natural and unique. The products launched
by GLAMROOTS are listed below;
 Primers
 Foundations
 Lipsticks
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 Blush on
 Eye shadow
 Eye liner
 Eye mascara
 Perfumes

PRICE:
While comparing the price of GLAMROOTS to other competitors, GLAMROOTS offer
reasonable and affordable prices to the target market.
Discount will be given for the GLAMOOTS members who will be the true friends and
are a source of increasing market shares.

PLACE:
The target market is selected for the launch of the product and is Rawalpindi and
Islamabad.

PROMOTION:
To market the new products GLAMROOTS will be advertising through social media,
television and direct mailing. The target market is limited so it’s easy to direct
communicate with the customer.

POSITIOING STRATEGY:
The specification of GLAMROOTS is that it sell the theme baskets according to the
demand of the consumer and cultural ethics. Moreover ,the company manufactures
the products from the pure local garden fruits that is quite alluring.

ACTIONS PLANS AND BUDGET:

An action plan provides a detailed outline of the task required to accomplish a goal. It
breaks down the process into actionable stepts based on a given timeline. And having
a written plan of action provides accountablility and a valuable reference tools.
A sample action plan of GLAMROOTS is mentioned below:
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ACTION PLAN OF GLAMROOTS

BUYER STAGES AWARENESS CONVERSION LOYALITY
TIME FRAME DAY: 1-2 DAY:3 1 MONTH
REPORT:TIME REPORT:TIME REPORT: TIME TO
TRANSACTION TANSACTION REVIEW
BUYER’S GOAL FIND LASTING PURE AND SKIN SEE
MOTIVATION TO FRIENDLY IMPROVEMENT,
FEEL BEAUTIFUL MAKEUP BUY ADVANCE
AND HAVE PRODUCTS WITH MAKEUP TIPS
REASONABLE NO OR MINIMUM AND BEAUTY
BEAUTY SIDE EFFECTS. THERAPIES
PRODUCTS
BRAND’S GOAL EDUCATE, BUILD INFORM ON PRODUCT
TRUST, OPT INTO PRODUCTS , ADD REVIEW, REPEAT
EMIAL TO CART, PURCHASE
NEWSLETTER PURCHASE FEEDBACK
CHANNELS FACEBOOKS DIRECT DIRECT
INSTAGRAM EMAIL EMAIL
PINTEREST FACEBOOK
GROUP

BUDGET:
The total budget of GLAMROOTS is mentioned below:

TOTAL COST:
COST OF SALES: RS 1157749
ADVERTISING: RS 694649
WEBSITE: RS 173662
MISCELLENEOUS: RS 231549
COMMERICAL RENT: RS 55000

EXAMPLE:
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All of GLAMROOTS’ products are effortable for a common middle class person.
 All facial products used for the covering purpose will range from Rs.1000-2000.
 All lip and eye wears will range from Rs.500-600

IMPLEMENTATION AND CONTROL:

The implementation and control of marketing plans - is a process which should
ensure the achievement of the strategic objectives adopted by the company. A
special role in this process plays a function of organizing and directing people. It
involves preparing comprehensive list of activities to be performed, people
responsible for this activities and resources needed.
Controlling of marketing plans - the main objective is the current monitoring and
evaluation of the marketing activities of the company, recording and reporting of
deviations to management, which takes decisions based on this information.
During the process of the implementation of the marketing plan managers must
ensure efficient use of capital, human and marketing resources of the company.
Selection of the strategy has a significant impact on the subsequent functioning of
the company, because its organizational structure must be adapted
to strategy. Strategic marketing effectiveness largely depends on the level of
involvement of executive leadership in the implementation of marketing tasks. In
the implementation of the marketing plan very important factor are the skills,
attitudes and behaviours of the staff.

RETURN ON MARKET INVESTMENT

Return on Investment (ROI) is a performance measure, used to evaluate
the efficiency of an investment or compare the efficiency of a number of different
investments. ROI measures the amount of return on an investment, relative to
the investment’s cost. To calculate ROI, the benefit (or return) of an investment is
divided by the cost of the investment. The result is expressed as a percentage or a
ratio.
The return on investment formula:
ROI = (Gain from Investment - Cost of Investment) / Cost of Investment
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In the above formula, "Gain from Investment” refers to the proceeds obtained
from the sale of the investment of interest. Because ROI is measured as a
percentage, it can be easily compared with returns from other investments,
allowing one to measure a variety of types of investments against one another.
ADVERTISING TOOLS
In the business of makeup products we donot mainly print the vouchers cause its
not the merely cosmetic culture . So the advertising is mainly done by providing
sponsorship in the fashion shows and is also done by the television .
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