Marketing Proposal

MKTG2010I

Individual Marketing Plan

BrainCosmos Co.,Ltd.

TABLE OF CONTENT

Content | Page |

Executive summary | 3 |

Competitor analysis | 3-4 |

Customer research | 4-5 |

SWOT Analysis | 5-6 |

Objective of the plan | 7 |

Market segmentation, targeting and positioning | 7-8 |

Marketing Mix StrategyProductPricingPlacePromotion | 8-11 |

Implementation and control | 12-13 |

Appendices | 14-17 |

References | 18 |

Executive summary

BrainCosmos Co.,Ltd., a Japan company, which was established in 1987, focuses on health and beauty development, providing various types of product to different age group in order to improve the quality of life of them, for example Volcanic Ash Soap and Turtle Collagen Jelly for the younger, Opedica Twenty Turn for the people aged 30 or above etc . Moreover, this company is cooperating with other international companies to develop more useful products and services. BrainCosmos Co.,Ltd.is preparing to introduce Point Hair Color to Hong Kong. It will target the people who like dying hair and young people who want to highlight there hair.

The primary objective is to increase the market share to 5%.

Competitor analysis

Nowadays, there are many different types of hair dyerinsetint in Hong Kong. Each companies attract customers by providing different types of additonal features and functions, for example, long-lasting color, hair protection.The major competitor of BrainCosmos Co.,Ltd. is Kao Limited and Loreal-Paris, which is very popular in Hong Kong. Kao Limited is a cosmetics company founded in Tokyo, Japan in 1887. It recorded a net sales of 1,401.7 billion yen in the year 2014. Its mission is to make satisfaction and enrichment of the lives of people. Kao Corporation produces a bubble hair dyerinsetint that is convenience and hair-protected.

Loreal-Paris is the largest cosmetics company in the world set up in 1909. It recorded a net sales of 22.532 billion euro dollars in 2014. It is also a component in the...