B U S I N E S S
P R O P O S A L
Fa t i m a E z z e d d i n e M a y o B a ( H o n s ) Fa s h i o n M a r k e t i n g U 1 7 1 1 8 3 2 Wo r d c o u n t : 3 5 0 8
contents TABLE OF
Executive Summar y
4- 5
Introduction
6-7
Brand values & identit y
8-9
Business Analysis
10-13
Product range
1 4-2 1
Market Research
2 2 -2 7
Route to Market
2 8 -3 3
Marketing & Communication Strategies
3 4- 4 1
KPIs
42-43
F i n a n c i a l Fo r e c a s t
4 4- 4 9
Conclusions & Recommendations
50-51
Bibliography
52-53
FAT I M A E Z Z E D D I N E M AYO U1711832 FA S H I O N M A R K E T I N G : C W 2 : B U S I N E SS P R O P O S A L - PAGE 2 -
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FT6100: FINAL MAJOR PROJECT
EXECUTIVE SUMMARY
In this report I will be presenting my skincare & makeup brand No Label .
Through brand analysis and research , I will be assessing if the brand would be successful if it were to be launched and how that would be possible , through different marketing& communication strategies . I also created a 3 year financial report , assessing the costs and profit that the brand would produce through that period .
In the report , I conclude that the brand is viable and through market research I find out information about how to successfully communicate with the target market for them to f ind the brand interesting and desirable .
P h o t o : C a r r e r a s , P.
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P h o t o : C a r r e r a s , P.
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OUR DNA
BRAND VALUES & BRAND IDENTITY
Fo u n d e d i n 2 0 1 9 b y Fa t i m a E z z e d d i n e Mayo, NO L ABEL seeks to bridge the gap in self-care , making it available to ever yone , regardless of their skin colour and gender identit y .
Clean beauty makeup Genderless Ve g a n Cruel ty-f ree Paraben f ree Sustainable Inclusive
&
The objective of the brand is to make skincare and makeup available and accepted for anyone that wants to use it , making it a stress-free , fun and comfortable experience to share with your loved ones .
Photo: Bello Magazine - PAGE 8 -
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B U S I N E S S A N A LY S I S
P E S T L E
POLITICAL
ECONOMICAL
P E S T L E
Inclusivity has been an aris-
Wi t h t h e C O V I D - 1 9 p a n d e m -
ing
ic,
political
issue
world-
individuals
have
been
w i d e , Wi t h m o v e m e n t s l i k e
losing jobs , minimizing the
Black Lives Matter coming
overall
back alive , consumers want
et money . This will have to
to feel like the world is be-
be ref lected on the brand’s
coming more inclusive and
pricing, making it as low as
diverse.
it can possibly be.
p o p u l a t i o n’ s
pock-
SOCIAL
TECHNOLOGICAL
Self-care has become an on-
Ac c o r d i n g t o S m a r t I n s i g h t s ,
going trend . In 2014, the self-
t h e r e a r e n o w 3 .4 8 4 b i l l i o n
care industr y had a value of
social media users world-
$ 10 billion . No w , in 2 02 0, it
wide , which equates to 45%
has jumped to $ 450 billion
of the population being on
(ASD Online). This includes
social
skincare .
digital
media .
This
marketing
a
makes great
way to reach consumers .
P h o t o : C a r r e r a s , P.
LEGAL
ENVIRONMENTAL
Cosmetics in China need to
Plastic waste has been an
b e t e s t e d b y t h e N M PA l a b -
increasing environmental is-
oratories , which test on an-
s u e f o r m a n y y e a r s . Fo r t h a t
imals . This would make our
reason , No Label packaging
products
is
non-cruelt y-free ,
completely
however, this can be avoid-
ly and recyclable . No plas-
ed by only selling to Chi-
tic use , just cardboard and
na
glass.
through
Cross-border
E-commerce (G rum , Tjâsa ). - PAGE 12 -
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eco-friend-
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P R O D U C T
R A N G E
C O M P E T I T O R S ’
The first product launch will include
In
terms
a l l t h e e s s e n t i a l s f o r t h e c u s t o m e r s’
looked at competitors that fell
skincare routine . The products are in-
on a similar market and com-
clusive for all skin t ypes and are creat-
pared the price .
ed for daily use, making them simple to
In order to keep our products
understand for the consumer and easy
completely inclusive, they have
to incorporate into their routine.
to be affordable to people from
In order to expand the brand’s range ,
all
the second launch will feature simple
grounds and , looking at brands
makeup products that are ver y versa-
s u c h a s Fa c e t h e o r y a n d D e c i e m ,
tile so that they are convenient for ev-
we noticed that good value for
eryday use and inclusive for everyone,
price is something that can be
no matter the level of skill or knowl-
achieved.
edge . All the packaging is ver y minimal
Fo r t h a t r e a s o n , o u r p r o d u c t s
in order to appear neutral and seem ap-
will fall within £10-£20 price
pealing to all gender identities .
range , making them good qual-
Fur thermore , we will include and ex-
ity and affordable , while keep-
panded line of “self-care” products will
ing
be on a higher price range , but will also
Fur thermore , on o ur market re -
have a more refined and detailed aes-
search, we found out that most
thetic finish, making them perfect for
people would spend between £5
gifts and for showcasing them in bath-
to £15
rooms as a decorative piece . This makes
products.
kinds
up
of
of
with
price
range ,
economic
our
P R I C I N G
we
back-
S o u r c e : f a c e t h e o r y .c o m
competitors
on their daily self-care S o u r c e : d e c i e m .c o m
the products part of an experience bigger than just personal use since people
31.6% answered $5-$7
get to showcase them and show them to
26.3% answered $10-$15
their loved ones . - PAGE 14 -
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F I R S T
L A U N C H :
S K I N C A R E
G G To n e r
S P Fa c e
£ 7. 9 0
serum
£11.50
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Sleeping
cream
Squalane
£10. 50
cleanser
£6 .90
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S E C O N D
L A U N C H :
S E L F - C A R E
Herbal Bath Salts
Cof fee body exfoliant
Clay face mask
Sweet Herbal body lotion
£19.90
£18 .70
£2 0.80
£23 .90
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T H I R D
L A U N C H :
M A K E U P
Never tired concealer
Dynamic duo mascara
Essential lip balm
£6 .80
£8 .90
£3 .90
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M A R K E T P R I M A R Y
R E S E A R C H R E S E A R C H
In order to conduct some market research , I created an online questionnaire to see how the public perceives beaut y and makeup products . Since it was an online questionnaire , the questions had to be simple and non-vague . T h e r e s u l t s s h o w e d t h a t m o s t p e o p l e ( 3 1 .6 % ) w e r e w i l l i n g to spend bet ween £5 - £7 per product , meaning that they want to spend the least possible . These results made me realise that No Label’s products needed to be ver y affordable in order to seem desirable to customers .
Fur thermore ,
the
results
showed that women are more likely to use beauty and or makeup on a daily basis than men , however, 58 .3% of men chose to not answer the question , which may imply that they felt uncomfortable disclosing that information due to societal stigma .
These results showed the issue that No Label wants to fix , making beauty and makeup for everyone and being openly acceptant of it , hopefully making customers
more
comfortable
within their choices and not embarrassed of partaking in self-care routines .
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P R I M A R Y
R E S E A R C H Other key questions that I asked were : Wo u l d y o u b e m o r e l i k e l y t o b u y a p r o d u c t i f i t w e r e c r u e l t y - f r e e ? To w h i c h 6 8 .4 % a n s w e r e d Ye s , Wo u l d y o u b e m o r e l i k e l y t o b u y a p r o d u c t i f i t w e r e l a b e l e d a s c l e a n ? To w h i c h 6 8 .4 % a n s w e r e d Ye s . Wo u l d y o u b e m o r e l i k e l y t o b u y a p r o d u c t i f i t w e r e v e g a n ? To w h i c h 6 8 .4 % a n s w e r e d Ye s .
The positive response indicates that the majorit y of potential consumers would receive No Label’s products positively since they are cruelt y-free , vegan and clean .
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R O U T E
T O
M O C K- U P
E z z e d d i n e , F.
M A R K E T
Distribution will be mainly on-line.
We w i l l s h i p i n E u r o p e a n d t h e U K f o r o u r f i r s t l a u n c h
3 D
and , later on , we are planning on expanding to other markets such as the US and Asia .
P O P - U P
The on-line marketing campaign will be distributed worldwide to reach maximum audience .
The advantages of E-Commerce are mainly cutting costs that would other wise be spent on a physical storefront and the overall store team . N O L A B E L w i l l a l s o h o l d Po p - u p
Fur thermore ,
4 4%
Ac c o r d i n g t o Cl e v e r, C . ( 2 0 1 8 ) 5 1 % o f A m e r i c a n s p re f e r
store events for the launch of our new
that opened a pop-up spent less than
to shop on-line , while the 49 % would rather go to a store .
products in some main European cit-
$ 5 ,0 0 0 o n i t , m a k i n g i t v i a b l e .
This was also proved to be the case in the UK , a sur vey
ies such as London and Barcelona .
by EmpathyBroker concluded that 51% of consumers pre-
This will ensure that our costumers
Ac c o r d i n g t o B u s i n e s s I n s i d e r , r e -
ferred to shop on-line rather than in-store .
get to know the brand’s experience
spondents
This confirms that E-commerce continues to be on the
and provide them with a wider sense
takeaways:
rise and is a good cost-ef fective way to create gross ben-
of who we are while they get to test
bilit y (5 1%), increased sales (4 6%),
ef it . However, people spend 6 4% of their shopping cash
our products in real life .
and more social media engagement
picked
of
respondents
their
improved
top
market
three visi-
(4 6%). These three are objectives for
in stores , compared with 3 6% on-line , which wo uld justif y contemplating having temporar y brick-and-mortar
Po p - U p s a r e a l s o p r o v e n t o b e c o s t - e f -
No Label since we are a small start-
stores to amplif y profit .
fective and successful in attracting
up.
customers . A Storefront (2018) survey found that 80% of global retail companies were happy with the results of their pop-up stores and 58%
“Pop-ups can be especially beneficial for e-commerce because they offer the chance to test-run a physical store” Business Insider.
said they would do it again . - PAGE 28 -
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S T R E E T T H E
C A M PA I G N
M O C K- U P
P R O M O T I O N
T h e p r o m o t i o n w i l l b e b o t h d i g i t a l a n d p h y s i c a l . Fo r t h e d i g i t a l a s pect , “No Label” will conduct a campaign on all our social media p l a t f o r m s ( I n s t a g r a m , Tw i t t e r a n d Yo u t u b e ) - t h e a d v e r t s w i l l b e m a r k e t e d t o o u r t a r g e t a u d i e n c e t h r o u g h t h e p l a t f o r m s’ a l g o r i t h m s , u s ing the advertising options they provide . This means we will filter it down to Millennials and Gen-Z’s , prioritising those that have shown s o m e i n t e r e s t s i n r e s e a r c h i n g s k i n c a r e , s e l f - c a r e a n d /o r g e n d e r - i n c l u sive products . In terms of reaching the older generations , we will rely o n t h e w o r d o f m o u t h a n d t h e p h y s i c a l c a m p a i g n . We w i l l a l s o m a k e use of Inf luencer marketing , sending PR packages to relevant public figures that will hopefully raise brand awareness and bring some more followers to the brand .
T h e p h y s i c a l c a m p a i g n w i l l c o n s i s t o f t h e Po p - u p e v e n t s a n d o u t d o o r p r i n t ed advertisements that will be showcased in billboards and busy streets .
M O C K- U P
This will make it accessible for ever yone to get to know “No Label”. The ads will be concise and bold , using the hashtag “#ImNotLabelled” to create Internet traffic towards our website and our social media . Ke e p i n g t h e c a m p a i g n m i n i m a l w i l l e n g a g e t h e c o n s u m e r ’ s c u r i o s i t y a n d make them more likely to search what the brand is about . This is often called “myster y marketing” a tool that marketeers have been using to grab
PA C KA G E
the attention of younger generations that no longer react to traditional adv e r t i s e m e n t s . Ac c o r d i n g t o M a r k e t i n g E x p e r i m e n t s , “ O b s c u r i t y , w h e n d o n e correctly , sets the stage for organic conversations with consumers”. Drake used this tactic to promote his album , putting up cr yptic billboards that his fans related to him because of symbolism that is attached to his brand . In No Label’s case , since we are a new brand , we are using a hashtag that
P R
consumers can search on social media in order to understand what the adE z z e d d i n e , F.
vertisement is about . - PAGE 30 -
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P O T E N T I A L
I N F L U E N C E R S
@kickiyangz | 321k followers
@veggiekins | 129k followers
@skincarebyhyram
|
| B a s e d i n N YC .
followers | Based in Hawaii .
Based in Germany .
Social media presence main-
1 . 8 M s u b s c r i b e r s o n Y T.
prod-
ly focuses on vegan products ,
Skincare expert that has cre-
ucts , often shares her skin-
“self care & nontoxic living”.
ated a following online by
c a r e r o u t i n e o n Yo u t u b e . H e r
She would bring awareness
providing reviews to skin-
following
for No Label to the US.
care brands ,
@waladshami | 16 .7k
@raindovemodel | 429k fol-
@rayawashere | 169k follow -
followers . Based in Chicago .
lowers.
ers.
Queer
activ-
Non-binar y individual that
“Self Love & Conscious Liv-
ist . He is of ten expressing
is ver y vocal about breaking
ing”. On her Instagram she
his
gender stereot ypes .
includes Ethical brands in the
non- gender conforming fash-
Their IG bio reads “I am I.
highlights , which would be a
i o n . Wo u l d a t t r a c t a m o r e
No labels . No limits .”.
boost in online traffic for No
Ad v o c a t e
for
vegan
falls
within
our
|
363k
target audience .
Pa l e s t i n i a n
personality
through
masculine audience , as well
Label .
a s t h e LG BT Q + c o l l e c t i v e .
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O B J E C T I V E S C A M PA I G N H OW
M A R K E T I N G
B R I N G I N G AWA R E N E S S TO THE BRAND S PA R K I N G I N T E R E S T R E TA I N I N G CO N S U M E R S’ AT T E N T I O N C R E AT I N G A CU STO M E R FOLLOWING BECOMING A RECOGNISED BRAND
T H I S
W I L L
B E
A C H I E V E D :
&
C O M M U N I C AT I O N S T R AT E G I E S
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P Y R A M I D
Brand essence ; contemporar y, cheerful , personal
Brand values ; environmentally conscious , vegan , genderless
B R A N D
Brand personalit y: inclusive , eas y- going , approachable
Emotional benefits : inclusivit y and representation within the brand
B R A N D I N G
Functional benef its : eas y to use , good for e ver yday routine
Product attributes : natural , af fordable skincare & makeup products
No Label’s brand personalit y follo wing Aaker ’s model , wo uld mostly fall within
Aaker (1997)
sincerit y and excitement . The nature of the brand is approachable and eas y- going in order to make it less intimidating to costumers with little skincare knowledge , This could also be def ined as down to earth , friendly and exciting. The brand is transparent in terms of what the products achieve and the sourcing (honest , sincere , real) Since this is a somewhat new market it would also fall within young , unique , contemporar y, original , trending and daring. The traits mentioned in competence seem too technical for No Label , furtherm o r e , s o p h i s t i c a t i o n w o u l d n’ t f i t e i t h e r s i n c e w e w a n t t o b e a d o w n t o e a r t h , approachable and affordable brand .
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We w i l l t a c k l e t h e A I D A m o d e l i n o u r m a r k e t i n g c a m p a i g n .
Attention - the online and physical advertising are bold , designed to catch c o n s u m e r s’ a t t e n t i o n .
Interest - the “myster y marketing” technique used in the launch campaign m a k e s i t l i k e l y t o r a i s e t h e c o n s u m e r s’ i n t e re s t .
Desire - the gap in the market that No Label covers by being an openly gender-neutral brand makes it likely to raise the desire of the consumers .
Ac t i o n - s i n c e t h e p r o d u c t i s e a s i l y a v a i l a b l e o n l i n e a n d a t a n a f f o r d a b l e
M A R K E T I N G
price , it is likely to trigger the action of purchasing it .
Dif ferentiate : What differentiates No Label from other natural skincare & makeup brands is that it is completely inclusive and gender-neutral , and most importantly, it is vocal about it .
Reinforce : The reinforcement of the brand’s message will be done through the recurrent advertising campaigns , as well as the online reviews made by inf luencers that will receive the PR packages .
Inform : Again , informing people will be done through the marketing campaigns and the pop-up events where the products will be showcased .
Pe r s u a d e : T h e p e r s u a d i n g w i l l t a k e p l a c e o n s o c i a l m e d i a , i n t e r a c t i n g with curious customers through their comments and the live chat on the No Label website . D R I P - PAGE 38 -
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M O D E L
-
C H R I S
F I L L
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( 2 0 0 2 )
M A R K E T I N G
M I X
-
7
P ’ S
Product : skincare & makeup products , natural and gender-neutral Price : bet ween £5-£20 Place : online e-commerce , physical pop-up stores Promotion: both digital and physical Pe o p l e : m i l l e n n i a l s a n d g e n - z Process : B2C, eas y to navigate website Physical evidence : both online and physical environment is minimalis-
M A R K E T I N G
tic and bold , creating a fresh and welcoming appearance
A N S O F F Since natural skincare & makeup are existing products on an already established market , the strateg y for No Label’s wor th wo uld be Market Pe n e t r a t i o n . This can be done by decreasing prices to attract existing or new customers and increasing promotion and distribution efforts . As mentioned on the product range explanation , No Label’s prices have b e e n k e p t t h e l o w e s t p o s s i b l e t o b e a b l e t o c h a l l e n ge c o m p e t i t o r s’ p r i c es . Fur thermore , promotion has been maximised b y distributing it through both physical and digital mediums , while also incorporating pop-up events to raise more brand awareness and create a bigger costumer base.
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M AT R I X
( 1 9 6 0 )
K P I S
Sales Growth This KPI will help keep track on how many
This KPI is important to know how many
Sales growth is important to track , espe-
customers visit our website and social me-
visitors become part of our customer sys-
cially on an emerging business , since it is
dia . It will also help see , to some extent ,
tem . A web lead is a visitor that has filled
an indicator that the marketing efforts are
how many of those are returning customers ,
out a form by providing some contact infor-
being fruitful . In case that the results were
e ven though that is not exact since people
m a t i o n . We w i l l a s k n e w c u s t o m e r s t o j o i n
negative or below average , it would mean
can delete cookies and use VPNs , which
our newsletter in order to receive informa-
that some adjustments need to be made to
would affect the measuring.
tion on new product launches and discount
the brand , whether it be the advertising or
opportunities , this will be through a pop-
the overall brand appearance.
The % of new visits for the website can be
up page generated when f irst accessing the
f o u n d o u t w i t h Wi x ’ s a n a l y t i c s , a s w e l l a s
website and after the customer makes a pur-
To c a l c u l a t e s a l e s g r o w t h w e n e e d t o t a k e
G o o g l e A n a l y t i c s . Fo r s o c i a l m e d i a , s i n c e
chase.
the current period’s revenue and subtract
the page is a business prof ile , Instagram of-
the past sales period’s revenue . Next , we
fers the possibility of visualising the statis-
To m e a s u r e i t , w e n e e d t o d i v i d e t h e n u m -
have to divide that number by the past peri-
tics on the online traf f ic the page receives ,
ber of visits by the number of leads gener-
od’s re venue . Finally , multiply that result b y
the evolution of said traffic and how much
a t e d o v e r t h e s a m e t i m e - f r a m e , i .e . i f w e g e t
100 and that will give us the sales growth
the advertised ads are viewed and clicked .
1 ,0 0 0 w e b s i t e v i s i t s a n d 1 0 0 n e w l e a d s i n
percentage bet ween those t wo periods .
This can help the brand see if the existing
a month , that means our website traffic to
posts and platforms are being effective in
lead ratio is 10:1.
creating brand awareness and attracting
The data needed to measure the KPI can be
new customers.
found through using G oogle Analytics or t h e w e b t r a f f i c s t a t s p r o v i d e d b y Wi x . - PAGE 42 -
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P h o t o : C a r r e r a s , P.
F I N A N C I A L Y E A R
1
F O R E C A S T
F I N A N C I A L Y E A R
2
F O R E C A S T
3 Y E A R
F O R E C A S T F I N A N C I A L
Sales
are
project-
ed to remain constant
and
similar
throughout the year since they are essential products for everyday use.
Af ter
each
there
is
which the
a
year, profit ,
means
that
financial
fore-
c a s t i s p o s i t i v e . Pa r t of the profit is invested in the brand in
order
to
grow
since it is a small b r a n d , i .e . c r e a t i n g more and
advertising working
with
inf luencers.
Fo r Ye a r 4 , t h e r e could be research made on how to lower expenses even further for higher prof it margin .
R E C O M M E N D AT I O N S
In conclusion , No Label is entering an overly saturated market but it is doing so by distinguishing itself through the advertising campaigns and the overall brand values .
The growth of Gen Z’s customers make it an ideal moment to present the brand , since they are the most likely generation to be accepting of the brand’s for ward mentality and concept .
Fur thermore , the gross prof it across the f irst three
C O N C L U S I O N S
&
years is steady and positive , which means that it could be a viable and fruitful business .
The ideal way of launching the products and securing that the brand is a success would be to conduct more extensive market research , making it more focused on the products , seeing how the public would receive them .
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T H E T H A N K
E N D YO U !