Table of Contents

Intro ......................................................................................................................................................................................................... 3

Marketing Situational Analysis ................................................................................................................................................................ 3

Category factors ....................................................................................................................................................................................... 3

Competitive Factors ................................................................................................................................................................................. 4

External Factors ....................................................................................................................................................................................... 4

Segmentation study .................................................................................................................................................................................. 5

Positioning strategy .................................................................................................................................................................................. 6

Adcept...................................................................................................................................................................................................... 6

Brand Equity............................................................................................................................................................................................ 6

Creative Execution................................................................................................................................................................................... 6

Media Strategy ......................................................................................................................................................................................... 7

Intergraded Brand Promotion................................................................................................................................................................. 7

Intro The cosmetics market is extremely saturated; the lipstick market within that market is not only saturated but also very mature. This market had been around for a long time and is most commonly referenced in the 1950’s house wife. This target consumer is no longer the focus and so the market needs to shift to the new target consumer ‘The professional women’.

Clockwork not only focuses on this new target consumer but is entirely geared towards them.

Clockwork is a One-handed see through Lipstick applicator. The applicator is a Plexiglas material that is completely transparent; show casing the inner workings of the applicator. The tab on the front is used to open and close the applicator. When pushed up the lid opens and the lipstick pushes out. When pushed down the lipstick descends and the lid closes allowing for a one handed application that keeps the tube and the consumer clean of any and all messes.

Marketing Situational Analysis

Category factors The size of the market is large and has a large potential for growth with innovation. This anticipated growth is based off of the demand for innovation within the market. The penetration of this market is vast and always increasing that is why it is ready for something new. We believe that the market has a repurchase frequency of once a month and a use frequency of daily to weekly. This is an assumption made based on our company’s previous lipstick sales which doesn’t take the innovation of the applicator it to consideration so it will be studied farther in the segmentation study. Seasonality will affect the colors that the lipstick is available in but will not affect to applicator.

Target consumer demographics and psychographics Our target consumer is a female that is within the 18-37 age group (will be reassured in the segmentation study). This age group covers Generation Y (also known as the Millennials) and includes most of Generation X. Generation Y’s characteristics are Family-Centric, Achievement-Oriented, Team-Oriented, Attention-Craving. They are the children of the technology age and as such their lesser time is dwindling and this makes it all that more important for them. They are looking for a way to do everything they want to in as little time as possible. Generation x are Individualistic, Technologically Adept, Flexible, Value Work/Life Balance. This means they are independent, resourceful, and self-sufficient and they grew up with technology woven into their lives. The sense of individualism and their ability to adapt to technology will make them a good target consumer.

The household size is questionable and will be discussed farther in the segmentation study. It is currently assumed that it is a 1 to 2 person house hold as well as being a childless house hold. The income for this house hold is from mid to high; this is also unproven so it too will be discussed in the study. The geographical locations of these households are both national and international in bigger urban cities. The possible international countries are England, France, Germany, and Italy. These locations are not concrete and will be made definite after the results from the study are finalized. The reason for the locations being in the large urban areas is based on the assumptions of the target market and the target consumer. The consumer is assumed to have some college to a college degree. They are career orientated women that are currently enrolled in college or they are in their profession. This leads us to believe that they are a part of the mid to better social class.

Krista Murton

Clockwork Ad Campaign

Page | 3

The pricing is at 25 to 30 dollars based on the prices of production and the competition such as Clique, Mac, and Chanel pricing. The future technology is based mostly on the lipstick itself but research will continue into making the application process for efficient without losing style. The future holds more advancement in long wear, and lasting moisture in lipstick. Consumer satisfaction is based on their expectations and their current needs and their potential

needs. The consumer expects that lipstick has the boldest color and lasts a couple of hours. The consumer needs convenience, portability, and efficacy. Their future needs will be advancement in these areas and more variation within the product.

The retail environment will be in the department store and beauty stores setups (comparable to a Macy’s cosmetics counter). The Brand stores will have more of an intimate vibe. They will focus on brushed metals for a technology feel with wood floors and leather furnishing for the time aged sense of luxury and pops of teal. The coun ter should be in the center in a rectangular shape and mimic a bar making a ‘Beauty Bar’. The walls will be done in book shelving filled with the latest technology tying the luxuries of the past with the technologies of the future alternating with full length mirrors.

The advertising promotion will be feed through magazines and department stores (TV, magazines, flyers, catalogs, etc.) ads. There will be ‘free gift with purchase’ when seasons change (fashion industry seasons) and new product introduction deals (buy the new product and get 10-20% off one other product).

Clockwork will be packaged in a cylindrical cardboard tube that mimics old lipstick containers. The container will be considerable bigger than the product to increase label surface area and to distinguish the product for competitors. There will be a cut out space for the lipstick to sit in. Figure 2.

Entry in this market is difficult based on the maturity and penetration it is known for. Clockwork will have a smooth entry because it is new and innovative making it something that has never been on the market before. Clockwork is patented consequently the market will be wide open until the patent ends leaving time for new research so that we can be ready with a new innovation for the market.

The future expectations are a more efficient application. The possibility of making a mirror irrelevant and inventing an effective smear preventive lipstick. To offer a lipstick that will feel light and moist.

Competitive Factors The competitive structure is very fragmented because there are so many companies that sell lipstick but the inventive applicator is something that no one else has therefore there are no core competencies for clockwork. Clockwork patented for the next seven years pending an extension. The patent will prevent completion while still in effect. When the patent expires the main competitors will be MAC, Estee Lauder, Lancôme, Clinique, and Benefit.

External Factors Culture plays a major role in determining the success of a marketing plan. The US critical beliefs center around time restraints. They believe in ‘Time is Money’. They also strive to be an individual, to set themselves apart from others. They value appearance, and want quality and quantity. They refuse to compromise they want everything they want and they want it now.

Krista Murton

Clockwork Ad Campaign

Page | 4

As life changes people have less time and more work. the consumers lifestyles have changed to compromised for this but have the products. Clockwork not only takes this in to consideration but is built on the concept.

Segmentation study

Demographic 1. National/ Internal

2. Urban

3. Educated (college student/ graduate)

4. Age 18-40

5. Med to high income

6. Mid to better social class

7. House Hold size

8. Children/No children

Psychographic 9. Muilti taskers

10. Want something simple, easy, quick, clean

11. Want something Stylish and unique

Behavior Daily to weekly wear

6-12months rebuy

Based on the results of the segmentation study the target consumer is National consumers so we will focus on the US without closes to option to expand into the international markets. Our consumer lives in the more popular urban area. Is well educated, has or is in process of getting an associate’s degree or higher. She is in the age brackets of 18-25 and 25-36 with a med to high income. One to two person households with made up of middle to better social class.

She is a hardworking, driven, and goal orientated person that needs to get a lot of things done in what feels like no time. She is sophisticated, fashionable, and an early adapter.

Marilinn:

Is 23 and is finishing her degree, working a part time job, and interviewing for jobs for after graduation. She is currently attending NYU and is majoring in Graphic Design. She lives alone in New York. She is always up on the latest gadgets. She is always taking care of her appearance while on the run; putting on lipstick at stop lights because she knows that once she is at school there will not be any time for it. She is sick of the lipstick getting all over her and the tube as she tries to apply it.

Krista Murton

Clockwork Ad Campaign

Page | 5

The pricing is at 25 to 30 dollars based on the prices of production and the competition such as Clique, Mac, and Chanel pricing. The future technology is based mostly on the lipstick itself but research will continue into making the application process for efficient without losing style. The future holds more advancement in long wear, and lasting moisture in lipstick. Consumer satisfaction is based on their expectations and their current needs and their potential

needs. The consumer expects that lipstick has the boldest color and lasts a couple of hours. The consumer needs convenience, portability, and efficacy. Their future needs will be advancement in these areas and more variation within the product.

The retail environment will be in the department store and beauty stores setups (comparable to a Macy’s cosmetics counter). The Brand stores will have more of an intimate vibe. They will focus on brushed metals for a technology feel with wood floors and leather furnishing for the time aged sense of luxury and pops of teal. The coun ter should be in the center in a rectangular shape and mimic a bar making a ‘Beauty Bar’. The walls will be done in book shelving filled with the latest technology tying the luxuries of the past with the technologies of the future alternating with full length mirrors.

The advertising promotion will be feed through magazines and department stores (TV, magazines, flyers, catalogs, etc.) ads. There will be ‘free gift with purchase’ when seasons change (fashion industry seasons) and new product introduction deals (buy the new product and get 10-20% off one other product).

Clockwork will be packaged in a cylindrical cardboard tube that mimics old lipstick containers. The container will be considerable bigger than the product to increase label surface area and to distinguish the product for competitors. There will be a cut out space for the lipstick to sit in. Figure 2.

Entry in this market is difficult based on the maturity and penetration it is known for. Clockwork will have a smooth entry because it is new and innovative making it something that has never been on the market before. Clockwork is patented consequently the market will be wide open until the patent ends leaving time for new research so that we can be ready with a new innovation for the market.

The future expectations are a more efficient application. The possibility of making a mirror irrelevant and inventing an effective smear preventive lipstick. To offer a lipstick that will feel light and moist.

Competitive Factors The competitive structure is very fragmented because there are so many companies that sell lipstick but the inventive applicator is something that no one else has therefore there are no core competencies for clockwork. Clockwork patented for the next seven years pending an extension. The patent will prevent completion while still in effect. When the patent expires the main competitors will be MAC, Estee Lauder, Lancôme, Clinique, and Benefit.

External Factors Culture plays a major role in determining the success of a marketing plan. The US critical beliefs center around time restraints. They believe in ‘Time is Money’. They also strive to be an individual, to set themselves apart from others. They value appearance, and want quality and quantity. They refuse to compromise they want everything they want and they want it now.

Krista Murton

Clockwork Ad Campaign

Page | 4

As life changes people have less time and more work. the consumers lifestyles have changed to compromised for this but have the products. Clockwork not only takes this in to consideration but is built on the concept.

Segmentation study

Demographic 1. National/ Internal

2. Urban

3. Educated (college student/ graduate)

4. Age 18-40

5. Med to high income

6. Mid to better social class

7. House Hold size

8. Children/No children

Psychographic 9. Muilti taskers

10. Want something simple, easy, quick, clean

11. Want something Stylish and unique

Behavior Daily to weekly wear

6-12months rebuy

Based on the results of the segmentation study the target consumer is National consumers so we will focus on the US without closes to option to expand into the international markets. Our consumer lives in the more popular urban area. Is well educated, has or is in process of getting an associate’s degree or higher. She is in the age brackets of 18-25 and 25-36 with a med to high income. One to two person households with made up of middle to better social class.

She is a hardworking, driven, and goal orientated person that needs to get a lot of things done in what feels like no time. She is sophisticated, fashionable, and an early adapter.

Marilinn:

Is 23 and is finishing her degree, working a part time job, and interviewing for jobs for after graduation. She is currently attending NYU and is majoring in Graphic Design. She lives alone in New York. She is always up on the latest gadgets. She is always taking care of her appearance while on the run; putting on lipstick at stop lights because she knows that once she is at school there will not be any time for it. She is sick of the lipstick getting all over her and the tube as she tries to apply it.

Krista Murton

Clockwork Ad Campaign

Page | 5

Posit ioning strategy

Adcept a. Target Consumer

i. Situational set up 1. Rushing through your hectic schedule and trying to keep up with your

appearance. But you still want to maintain your style as well as practicality. ii. Benefit

1. Clockwork is effective and efficient when applying lipstick as well as offering a stylish and innovative look with this patented applicator.

iii. Support 1. The patented automatic lid negates the need for two hands. The tests have

shown the one handed applicator reduces application time and movement. iv. Unique experience

1. Only Clockwork offers a hectic free lipstick applicator that is stylish and innovative.

v. Pricing 1. Be on the cutting edge of technology for only 25 dollars.

vi. Overall takeaway 1. Technology and beauty care come together to simplify your life.

vii. Tone 1. Knows your style and sympathies with your schedule

viii. Visual 1. Figure 1 and 1.2

Brand Equity 1. Attributes and Benefits (points of Parity)

1. Quality lipstick with color selections 2. Attributes and Benefits (points of Difference)

1. See through one handed applicator 3. Brand Character

1. Clockwork is an smart innovative, and stylish everyday simplifier. 4. Equity

1. A stylish and effortless applicator.

Creative Execution Our target consumer is constantly watching for new trends so we are going to focus the majority of our advertising on magazine ads. We will use Conde Nast a partnership brand that carries 18 consumer magazines. They have W, Vanity Fair, Vogue, Style.com, and many more. There may be chances for articles on the patent, the designer and possibly even the consumer. Clockwork’s target consumer is also the target consumer of many of these magazines, because these consumers are looking for the newest thing. The ad will focus on application design and functionality. A sample visual is in figure 1.

Krista Murton

Clockwork Ad Campaign

Page | 6

Media Strategy As a part of our contract with the department stores our products will be offered online and advertised in their ads including but not limited to TV, Facebook, and twitter. These media ads budget will be at the discretion of the department stores. Per the contract our products must be featured in their ad once a month no matter the media. All ads featuring our product will be approved by us before going into finalization.

The ads we are in charge of will be given a fairly small budget compared with the packaging and promotional budget. The ad schedule will go from continuous to pulsing. These ads will be once a month for the first six months then will be put on every other month.

Intergraded Brand Promotion When clockwork is first introduced the product will be discounted by giving a possible 10-20% discount with a purchase of greater or equal value to encourage people to try the new applicator. This discount period is set to last the month of the lunch but is subject to change. The packaging and label devolvement is based on the name of the product using brushed metals and clock parts. This cylindrical package will help distinguish itself from the competitors. The size of the package not only increases the labeling surface area it also helps individualize the product. A sample visual is in figure 2.

Krista Murton

Clockwork Ad Campaign

Page | 7

Tic

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tick

tick tick

Clockwork

Figure 1sample visual

ClockworkFigure 1.2 sample visual

Figure 2