Step 1
Communication plan for a cosmetic company:
The sample company's name is Fairy Cosmetics.
Fairy Cosmetics is a make-up and cosmetics firm dedicated to assisting women in
looking and feeling their best. The company sells a comprehensive range of
cosmetics and skincare products, including makeup, body lotions, scents, and
sunscreens. Fairy Cosmetics is a very exclusive company that sells its products
through Independent Beauty Consultants at special make-up events. Fairy
Cosmetics's exclusivity renders the brand and its goods unavailable to the general
public unless a customer approaches an Independent Beauty Consultants.
Many women may opt for more available, cheaper cosmetics that they can acquire
online or via drugstores due to a lack of understanding about Fairy Cosmetics and
its products and its reward and recognition programs.
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Step 2
Following is the communication plan for Fairy Cosmetics:
Project Name: The project's name is "Feel like a Fairy and Be You". This campaign
will run from February 1, 2022 to March 30, 2022, with a budget of $12 million.
Project objective: The campaign is based on the premise that Fairy Cosmetics
products can improve a woman's inherent attractiveness quickly and easily. The
campaign aims to get more ladies interested in the Fairy Cosmetics make-up line.
The campaign's purpose is to demonstrate how easy it is to use Fairy Cosmetics
products, as well as how Fairy Cosmetics make-up can help women seem
confident, put-together, and ready to face the day.
Communication goal: The "Feel like a Fairy and Be You" campaign will highlight
Fairy Cosmetics's capacity to transform women between the aged 18 to 32 who
looked stressed into a very confident and put-together woman. Fairy Cosmetics's
main communication goals are to excite and enhance awareness, positive feeling,
consumer purchasing consideration, and business prospects among female
consumers aged 18 to 32 years old.
Through collaborations, reward and recognition programs, print advertising, the
internet, and other channels, the company is confident that it will be able to
achieve these goals in its campaign.
The company's secondary communication goal is to recruit new Independent
Beauty Consultants from the generation Y demographic. They will aim to convert
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https://www.coursehero.com/file/168430398/Communication-plandocx/
the target market into consumers first, and then recruit them as the company's
consultants.
Communication channel: The campaign's target demographic is young women
between the ages of 18 and 32. The company is targeting females who reside in
urban and suburban locations. Thus through social media, the company will
introduce Fairy Cosmetics and its new and current items.
On Instagram, the company's marketers will post photographs of its new items
worn by ladies and Independent Beauty Consultants. Young women are always
checking their social media. The marketers will also post pictures of the product
items and packaging. The company will also use Twitter to announce future events
(make-up parties) and new products. The company will also give away some trial
products, discounts, promo codes, and video instructions through social media.
The company will also make more impressions and increase their gross number of
impressions by placing print ads in magazines aimed largely at women between the
ages of 18 and 32, such as "Allure," "Times", "Marie Claire," "People," and "US."
The company will also run commercials on TV and on digital platforms. Their
commercials will demonstrate the "cakey" look that can follow from rushing to
apply normal drugstore make-up against the perfect and natural look that results
from applying Fairy Cosmetics make-up quickly. In photographs and video lessons
on Instagram, the company will show different Independent Beauty Consultants
and average people wearing our make-up.
The company will intend to place incentives in the print magazine as part of its
reward and recognition strategy. Coupons for free samples will be mailed to the
first 100 readers who submit the coupon.
Audience: The campaign's primary target audience is 'Generation Y and Generation
Z,' which includes people aged 18 to 32. They will target ladies in that category
with a higher disposable income and ones who can afford higher-priced cosmetics
like Fairy Cosmetics. Their target customers lead fast-paced lives in which
applying make-up must be simple and quick. For these young women, it's also
crucial to look fresh and put together. Geographically, they want to reach out to
young women in major cities around the country.
This study source was downloaded by 100000860713191 from CourseHero.com on 02-09-2023 10:34:59 GMT -06:00
https://www.coursehero.com/file/168430398/Communication-plandocx/
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