Business

Becky Anti-aging Cosmetics: Company Introduction, Market Segmentation, and Product Positioning

MKT 500: Marketing Management

November 30, 2012

Company Introduction

This marketing plan is for an anti-aging (anti-wrinkle) treatment, to be marketed in a retail shop in the Town of Leesburg, Loudoun County, Virginia initially and subsequently nationally through e-commerce in the United States.

Purple Leaf Anti-aging Treatment is a new herbal-based, 100% natural, anti-wrinkle treatment that consists of an eye lotion, a day cream and a night cream. It has been shown to be generally safe and well tolerated, and markedly superior in its anti-wrinkle efficacy compared to that of Periva, the currently leading Prestige anti-wrinkle treatment on the market in a 28-day comparative study in normal healthy adult female volunteers aged 35 to 62 years .

My company, Becky Anti-aging Cosmetics, is a start-up cosmetic company that develops and markets anti-aging cosmetics to consumers in the Washington, D.C./Maryland/Virginia/West Virginia metro area particularly in the west/north west Loudon County area of Northern Virginia. The company’s mission is: “committed to becoming the world leader in developing quality innovative herbal anti-aging products.”

Becky Anti-aging Cosmetics has completed a comprehensive evaluation of the area market and the prospective consumers through identification and review of demographic data for the Town of Leesburg and Loudoun County from many different sources including, the Town of Leesburg, the Town of Leesburg Economic Development Department, Loudoun County, and the United States Census Bureau (Town of Leesburg, 2012a; Town of Leesburg Economic Development Department, 2012a & 2012b; United States Census Bureau, 2012a, 2012c – 2012e; Loudoun County, 2011 & 2012).

The Town of Leesburg is located in the western part of Loudoun County, Northern Virginia, 33.3 miles west/north west of Washington, D.C. Leesburg was ranked 4th...