BCIT “Apprentice” sales project
Anna Molnar
Organic makeup “it’s good for you inside and out!”
Organic makeup “its good for you inside and out!”
Companies nameHorizon’s Makeup
Product’s name  New Age
About the product it is an organic based makeup, with an anti ageing complex.
All ingredients were taken from nature and are good for all skin types. There has
also been anti ageing affects associated with this product.
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Prospect list:
Large makeup companies. (MAC, Esteelauder, NARS, Laura Mercier ex.)
Women who are vegans/ or purely organic that care about skin care.
The public at large (individuals, women of all ages who care about anti
ageing benefits that work.)
Celebrities (who care about the environment, and about being healthy.)
The different market groups I would want to target are:
Large make up companies such as (MAC, Esteelauder, NARS, Laura Mercier
ex.) which are already established name brands and are extremely popular, this
is why I would want to target them. Maybe they could feature some of this
makeup, for a while and its name could get out there and be recognized and
associated with any of these popular cosmetic brands.
Women who choose to become vegans; who are totally into the organic way of
life. I would target this group because they would love to not only eat organic but
to wear organic products.
Take care of yourself inside and out! I would also like to target individuals,
women of all ages, with all skin types and problems. Turning to organic foods has
shown a great increase in a persons well being, it has done wonders for peoples
health, well why not treat your outside to this same care.
Celebrities who would help me put this product out there, by using their
popularity and in turn creating a loyal customer base from their fans.
The prospect I have chosen which I believe would give me the most “bang for my
buck” would be the large make up companies such as (MAC, Esteelauder,
NARS, Laura Mercier ex.) I would also get a celebrity to be the new face of my
product and use her to increase the popularity of my make up, so people would
relate my make up with her face.
Marketing Plan focusing on Features, Advantages, and Benefits
The Product should be presented to the business, with great regard for the
Features, Advantages and Benefits, and also a high level of class and
sophistication. When launching, all FAB’s must be taken into consideration. We
must also uphold the professional image we hope to convey to our customers.
When selling a product or making a presentation you must remember you are
also selling yourself, and your company. We do not plan on being the next “fad”
we plan on creating a brand name which will be associated with high-end
cosmetics for generations to come.
Features
Product:
Advantages
Benefits
1. Organic based makeup
with an anti ageing complex,
includes vitamins A,B,C and D.
1. Makes you look
and feel amazing
inside and out.
2. Includes brushes and mirrors.
2. Quick and easy
application.
1. Provides a new
and better all in
one make up
system.
2. Requires
minimal time
for application
for women on
the go.
Executive summary:
Our new marketing focus, made clear in this plan, will introduce our vision and
strategic focus on launching a new line of organic, anti ageing products which will
soon sweep the nation. We will target market segments of all sizes. The large
cosmetic industries and the public at large are our main high and low end
markets.
We will differentiate ourselves from the other cosmetic markets out there,
because we are so new and fresh and nothing like this has ever been done
before. There are no similar products on the market to date. We feel the growing
trend in our society of “going green” and we have designed a product line which
will fill this void in the market place. Our marketing challenge is to position our
product as the high-quality, high value cosmetic line and not just another “make
up trend”, such as edible makeup by Jessica Simpson.
Situation Analysis:
There are many different types of make up out in the market place. They offer
many different benefits and solutions to women’s needs. However there is no all
in one makeup which uses all natural, organic components to achieve the same
goal.
Company Analysis:
The goals our company Horizon’s hopes to achieve are quite large. This is not
going to be easy, but we believe that our strong belief in this product and our
multiple marketing efforts will pay off in the end. I believe using a celebrity to give
our product a face, people can relate to will increase our chances of success. I
also believe co-launching this product with a well know, already established
makeup brand such as MAC, will increase our success, rather then if we went in
it alone.
Our focus will be to educate and inform the public about our company and what
we do. Over the next few months we plan to launch this product with great
success.
SWOT (strengths, weaknesses, opportunities, threats):
The strengths of our product are that it can speak for itself, it is of such good
quality and delivers amazing results that once people give it a chance and try it
out they will see for themselves what wonders in can do. We can grantee results
in 2- 3 weeks of use.
The weaknesses of this company and product line, is that we are a new
company. We are not established and are not known.
The opportunities for the products I believe are endless. Once we launch I
believe this will just take off, and there will be no end to the success. Due to all of
our research, and development of our product, our marketing and our analysis of
our customers and competitors there is no end in sight.
The threats which we perceive would be from our competitors, which is one of
the reasons why we want to launch and be associated with them. If we come out
as a featured product by MAC, we will have instant recognition. And from that
point on we can continue marketing planes and later on launch our company as
and independent firm.
Sales presentation
The three most important features of our New Age makeup are that it is
organic, second that it is anti aging and third that it is compact and comes with
everything you could need for quick and easy application.
This whole line of cosmetics from our foundations, mascara, eye shadows,
eye liners, brow pencils, blushes, bronzers, face creams, face washes and so on
are all organic based and natural with no chemicals added. This is amazing, that
there is finally a product out there which women have been using for centuries
which doesn’t just look good it’s good for them as well. This whole line of
cosmetic products is safe and non-toxic. It is produced and involving production
without the use of pesticides, artificial fertilizers or synthetic chemicals.
I have provided a list of ingredients for the two following products (New
Age Foundation), and (Apricot face cream).
New Age Foundation
1. Blend of organic native Australian distilled herbal extracts
2. Organic Safflower oil
3. Purified Water
19. DHEA 50mg. Daily
4. Organic Avocado oil
20. Tea Tree essential oil
5. Organic Cocoa butter
21. Yucca Extract
6. Non-GMO Lecithin
22. Panthenol (pro-vitamin B5)
7. Organic Sugar-Cane Ethanol
23. Cocoa and Jojoba Butters
8. Organic Unrefined Beeswax
9. Lime
10. D-Panthenol (pro-vit b5)
11. Olive extract
12. Grapefruit extract
13. Sclerotium gum
14. Organic orange
15. Vanilla extract
16. Vitamins A, B, C, D,E, C
17. Natural color dye No.6
18. Mangosteen extract
Take the ingredient No.6 Non-GMO Lecithin: it nutritionally supports healthy
cholesterol and triglyceride levels, cardiovascular health, nerve function, brain
function, liver function, memory, and fat burning.
New Age Face Cream
1. Water (deionised)
25. Tea Tree essential oil
2. Isopropyl Palmitate (Palm Oil Derivative)
26. Yucca Extract
3 Apricot Kernel Oil
27. Panthenol (pro-vitamin B5)
4 Bis-Digyceryl Caprylate/Caprate/Isosterate/Stearate/ Hydroxysterate Adipate
(vegetable Triglyceride)
5 Glyceryl Stearate SE (vegetable derived)
6 Caprylic/Capric Triglyceride (glycerin-derived emollient)
7 Ceteareth - 12 (Organic Emulsifier)
8 Tocopherol Oil (vitamin E)
9 Chamomile Extract
10 Sage Extract
11 Linden Extract (Lime Blossom Extract)
12 Balm Mint Extract
13 Shea Butter (From Karite)
14 Wheat Germ Oil
15 Carrot Oil
16 Cetyl Alcohol (organic Co-emulsifier)
17 Sodium Hydroxide (pH Adjuster)
18 Sorbic Acid (Organic Compound)
19 Tocopherol Acetate (vitamin E Derivative)
20 Propyl Paraben
21 Imidazolidinyl Urea (Organic Compound)
22 Fragrance
23 FD & C Yellow No 5, D7C Red No. 33.
24. Mangosteen extract
All skin care products, both synthetic and natural, contain items from the
following categories in some combination or other:
Emollients
Emollients serve two functions; they prevent dryness and protect the skin, acting
as a barrier and healing agent. Water is the best emollient, but because it
evaporates quickly it is ineffective. It needs to be held on the skin by emollient
oils in what is called an emulsion. Synthetic emollients coat the skin and do not
allow it to breathe think of it like plastic wrap, this can cause skin irritation. Some
synthetic emollients can build up in the liver and lymph nodes. They are also
non-biodegradable, causing a negative environmental impact.
Natural emollients such as the ones in the products we are offering actually
nourish the skin. They are metabolized by the skin’s own enzymes and absorbed
into it. They are readily biodegradable and are of not poisonous to the
consumers. Some natural Emollients which are included in our products are
Plant Oils (eg. Jojoba, Avocado, Rosehip) Shea, Cocoa and Jojoba Butters.
Humectants
The main purpose of any cream is to keep the skin moist. Many usual creams
form a disgusting film on the skin to prevent moisture loss. Even a natural
humectant actually attracts water from the air and surrounding tissue. It keeps
the skin moist as long as there is sufficient moisture in the air. In a dry climate it
actually draws moisture from the skin. Collagen, elastin and keratin are some of
the most popular humectants. They are compatible with the skin and deposit a
protective film, they are usually sourced from animals and so cannot be termed
“cruelty free”. Some skin care companies would like you to believe that your skin
can use special animal proteins to rejuvenate and replace aging cells. This is not
true. The size of the molecules, even when broken down, are too large to
penetrate the skin. Even if they could get in, they would be instantly rejected as a
foreign substance and attacked by the immune system.
Natural Humectants are Lecithin, Panthenol (pro-vitamin B5), Glycerin.
Emulsifiers
They are substances capable of dissolving oils and holding dirt in suspension so
it can be rinsed away with water. They are used in skin cleansers and
shampoos.A serious problem with ethoxylated surfactants (those that utilise
ethylene or propylene oxide in the chemical reaction) is that they often
contaminated with dioxane, a potent carcinogen. The exact same toxic
carcinogen sprayed on the Vietnam jungle a few years back which caused
hundreds of thousands of birth defects and cancers in Vietnamese civilians and
huge increases in the cancer rates for US and Australian army personnel. This is
clearly not a safe product to be using.
Natural Surfactants that we use in our products are Castile Soap, Yucca Extract,
Soapwort, Quillaja Bark Extract.
Preservatives
The decaying process is natural and happens with or without preservatives. Skin
care products do not (and should not) last for ever. Just like food, all natural skin
care products will eventually deteriorate and go bad. Chemical preservatives are
generally used because they are much cheaper than, and extend the shelf life of
the product more than natural alternatives. Storing natural products in the fridge
will help extend their life.
Natural preservatives we include in our products are: Tea Tree essential oil,
Thyme essential oil, Grapefruit Seed Extract, D-Alpha Tocopherol Acetate
(Vitamin E).
The second feature I would like to talk about is the anti aging complex of
our cosmetics. Anti aging is a huge market with many competing products. It is
all the craze, Hollywood is obsessed with staying young, and looking their best.
This has now become main stream and is being picked up by women all around
the world. The trend seems to be that women are starting younger and younger
with cosmetic procedures, and anti aging products. There fore the market is
growing. There is another trend rising among us, which is the all natural, organic
wave. Many Hollywood A-listers have made this popular. So what my company
Horizon’s has done is placed the two together. We have created a high end
cosmetic line which is all organic and natural (good for you!), and will give you
the anti aging results you crave. This line of cosmectics is for all ages, and all
skin types. Only good things can come with the use of this product. It helps heal
acne with its Mangosteen complex. It fights the signs of aging with its DHEA
dose. And it gives an overall healthy, youthful skin complexion with its natural
and beneficial ingredients.
Many anti aging substances reside in nature, and because they are harder to get
and more expensive companies do not take them into consideration. In today’s
world the faster and easier you get something done the better it is. But is this
really true? Does that sound right to you?
The ingredients we put into our products are all natural and have been proven to
be anti aging here are some of them in greater detail:
Anti-oxidants: grape seed extract, pycnogenol (pine tar extract), bilberry extract,
melatonin, vitamins C and E, bioflavinoids, selenium and many others.
DHEA: This is the hormone dehydroepiandrosterone. It has been called the
"fountain of youth" hormone. It is produced in our bodies by the adrenal glands.
Dubbed "the mother of all steroids". DHEA is the most abundant steroid in the
human body and is involved in the manufacture of testosterone, estrogen,
progesterone and corticosterone. The amount of DHEA declines with age, so that
by age 65, your body makes only 10 to 20% what it did at age 20. It is
acknowledged as an all around anti-aging substance. We have placed it into our
products such as our face lotions you will be taking in about 50 mg daily which is
the recommended amount.
Vitamin C: This may seem too obvious, but this vitamin is so important, we felt it
needed to be included. Aside from its roll as an antioxidant and immune system
modulator, vitamin C is essential for its collagen mixture and repair abilities.
Mangosteen: This plant, while known throughout Southeast Asia for centuries,
has recently gained the attention of the western medical community. It's many
medicinal properties range from treating digestive and immune system disorders
to skin conditions and inflammatory diseases.
The third feature I would like to discuss is that it is compact and comes
with everything you could need for quick and easy application. In today’s world,
we have little time to waste. And more often then not time is more valuable then
money. That is why we have quick and easy three step cleaners which include
face wash, toner, and lotion. Also our foundation, bronzers and blushes come
ready to use with mirrors, brushes, or pads all in an easy to use compact. The
packaging is user friendly, and environmentally safe. The price is relevant to the
value. We are a high end cosmetic company and we offer superior value to that
of our competitors. Our ingredients are shipped in form around the world, and are
exclusive to our company. We use only the best to give you the best. We do not
cheap out on any item we carry or any ingredient we choose to put into our
products, and that is why our prices are what they are.
Business proposition
As a dynamic, And fresh new organization, we are constantly looking for
new investors, and businesses to partner with our company. We are always
interested in new opportunities to grow our business and yours.
We hope to increase business for all parties involved. We are determined
in meeting the needs of our customers and our business investors. We convey
need recognition and satisfaction for both. We are willing to negotiate on price
and percentages. They will be treated in strict confidence.
Horizon’s makeup will be a rewarding investment for your company. By featuring
our makeup line “new age” we estimate a huge increase in sales for your
company. The value of our product exceeds all of our competitors. We feature
high end cosmetics with astonishing results. We only use all natural, organic
based compounds found in the Amazon rainforest, which have been proven to
show results of anti ageing benefits. Some of our ingredients include Vitamins A,
B, C, and D. There has been a great decrease in wrinkles around eyes, nose and
mouth with the use of this product. Also there has been reduction in the
appearance of sun spots. The high quality of our product creates a high value in
relation to cost ratio. The costs of our product for example our (New Age
Foundation) is of the high end range of cosmetics, anywhere from $50.00 –
$60.00 /compact.
Retailer
Selling Price: $50.00
50 – 20 = 30/50 = 0.6
Cost of Goods: 22.50
Gross Margin: $27.50
Gross Margin%:55%
Take into consideration, all the benefits we have to offer, compared with
other anti ageing products out in the market place today. We offer what others do
not, all natural products, which are good for your skin, and do not have damaging
chemicals inside. This is a sure bet for anyone who wants a more youth full glow,
better skin, wrinkle control or just a simple healthy makeup for everyday wear.
Pre-approach
I plan to capture the prospects interest with demos, samples, facts and
figures, graphs, charts, numbers, detailed reports and my great abilities as a
professional salesperson, who is able to sell the product at hand, the company I
work for and myself. I will be open, honest, reliable, trustworthy, and intelligent. I
will also capture their attention by building a professional relationship. I will do all
this by being prepared and on time.
The 4 buyer profiles:
1. Driver: This type of buyer is aggressive in tactics, winning is important to
them. Therefore I would make them feel important and connected to the
cause. I would ask many questions to get them involved and to allow them
to discover solutions and suggest acceptable alternatives.. I would
negotiate well with them and make them feel as if they have won the
battle. I would talk about the quality and not quantity of my products. I
would also bring up the cost vs. ration and value charts. I would also make
my presentation short and sweet, sticking to my main points. I will come
very prepared. I will keep my interactions focused on business.
2. Analytical: These types are cautious and reserved. They want to know
details, and are good with numbers. I would try to make them feel
comfortable, and try to get them to open up and not be so cautious. I
would want them to be involved in the presentation and not reserved.
Creating an open friendly environment would be key, because I would not
want them to feel trapped into saying yes to my product I want them to
love it and believe in it as much as I do. If they want to know details I will
give them details I know my company and my products very well, I could
answer any questions they might have because I am well prepared. And
since they are good with numbers I would talk in numbers, keeping them
happy will make me happy in the long run.
3. Expressive: They care most about perceptions, they want to look good,
and are concerned about image. With this type of buyer I would make
them feel important and in way better then me. I would play up their egos,
because it seems they have a big one. I would start by building a
relationship based on material things. I believe my product will relate
excellently with this type of buyer since it is about image in itself.
Cosmetics and trends which I outlined before are the latest news things
and is what this type of buyer would want to talk about. I would play up the
Hollywood card and talk about the trends.
4. Amiable: Are the easiest to get an appointment with, but one of the
hardest to complete a sale with. But I don’t fear a hard sell; therefore I am
willing to jump right in there. I would do my best to convince them of
believing in my product. I would do everything in my power. And if they
keep on say No! I would ask why? I would not just give up and walk away I
would have a come back for every No I received. But I would also not
push until I have over killed the sale. I would know when to stop and give
them some time to think about it and call them another day.
As for my outline I would start of with introductions of myself, my company,
and my product. I would tell them what I am all about and what I am here to offer
them. I would then talk about FAB’s, and comparisons to other products out
there. Maybe bring out a few samples, do some demos. Ask some questions.
Show facts and figures and so on. Of course all of my presentations would be
arranged differently with the same information, according to my type of buyer. I
would focus on different parts of my presentation in greater detail then others
depending on if they were Amiable, Expressive, Analytical, or a Driver.
Obstacles
Objection#1- Driver
(The product objection)
Prospect: I’m currently using one of your competitors, I have no problems with
them and I am satisfied with their product. I do not trust your product is worth my
time, energy, and the actual cost.
Sales person: Let me show you how my product will exceed your expectations. I
can offer you guarantee testimonial, independent research results, and
demonstrations. This will help counter the product objection.
Objection#2 – analytical
(The stalling objection)
Prospect: I will think it over; I need more time to look over the facts and figures.
Sales person: With this type of objection is hard to over come because you have
to decide if it’s a lie and they are just trying to get rid of you, or if they sincere.
I would say something along the lines of: Take your time there is no rush, why
don’t I leave these charts for you and you can think it over tonight and we can
meet again tomorrow, same time?
Objection#3 – expressive
(No need objection)
Prospect: I like the current product I am using, it makes me look good. I think I
am going to stay with this current product, I don’t feel there is a need for me to
change to something else at this time.
Sales person: Ultimately, my presentation should show the prospect exactly how
my product will make them look good. I will try and convince them by telling them
how what I am offering is superior to what he is currently using. And I will try and
prove this by showing them proof. Talking about ingredients in our product
compared with competitors, also relating everything back to our new face of
Horizon’s which will be a very beautiful celebrity which I am sure they will want to
be like. And if I can make them believe she is using it, then they will want to use it
as well.
Objection#4 – amiable
(Money objection)
Prospect: I am just not sure the product is worth the cost. Does it really deliver
such superior results, how can I trust it?
Sales person: You have to build a relationship with these types. They place a lot
of emphasis on feelings and less on facts. So if they are giving you an excuse it’s
probably because you haven’t built that trusting relationship. I would use
testimonials, stories that relate to my experiences with other brands of makeup
and maybe they would jump right in with one of theirs and the bonding process
would begin. If they had a problem with a current or past product I would try and
help them solve it. In return I would gain their trust and complete the sale.
Competitors
The company I would try and partner up with would be MAC cosmetics, I
would like to co launch with them, using their already well known name brand.
Some strengths of their company is that they are well known unlike Horizon’s,
around the world. The have a huge customer base which is growing by the day.
Their popularity has no end in sight. They also caring about environmental issues
and have campaigns and special featured items regularly to raise money and
awareness for a good cause. This is why I would like to take that opportunity and
have MAC feature some of Horizon’s products, maybe do a campaign for organic
products or animal cruelty or the environment in general. A weakness which they
have is that their name is so well known that it might become over exposed. That
they are constantly needing to do something more, something better to keep the
public engaged. If they do not then people will stop noticing and become immune
to the labels and products, it will no longer stand out in the crowd of cosmetics.
That is why a new campaign or a co-launch with them will bring back the
attention to MAC, as well as shinning some new light onto Horizon’s.
The values and benefits of our products compared with the competitors
(MAC) are obvious. MAC has the name brand, and established company, but we
have the superior product. Sure MAC puts out high end good quality products,
but it cannot compete with ours, which is why they should join us. We offer anti
ageing products, which do not use chemical toxins. We offer organic products
which are good for you and will produce results which are exceptional. Just
simply by taking a look at our ingredient list you can see how our product is of
superior value in relation to cost compared with any of our competitors. There
many be other organic products out on the market place that have to do with
cosmetics, but nothing like what we are trying to launch here. They are mostly
bath and body goods, not really dealing with makeup and anti aging.
1. http://www.tomsofmaine.com/toms
2. http://www.buynaturalskincare.com
There are two companies I researched on the internet which deal with organic
body products. They are mostly offering Lotions, Body scrubs, lip balm,
shampoo, conditioner, body washes, and masks. Which is not makeup but they
do deal with cosmetics, but it is more geared towards spa like products. Also they
do not feature anti-aging products. I believe with the launch of this company
there will be a huge change in the cosmetic world!
Closing
In closing is natural really better? There are some people who really do
think that there are "safe" synthetic chemicals which can be applied to the skin
and eaten in food without doing any harm. However didn't the cigarette
manufacturers keep up for over thirty years that the chemicals in smoke never
caused cancer too? It is easy to ignore these dangers, when it comes to cost,
and our image, some people would rather just not think about it. If we look at
chemicals from a historic point of view we see a pattern of wonderful chemical
and drug breakthroughs which are going to change life for the better. They are
sold to us on a platform of hype and false promises as the answer to all sorts of
problems. We should all avoid toxic synthetic chemicals from all sources. We can
do this largely by sourcing organic produce as much as we possibly can and
using only certified organic personal care products and cosmetics. You may be
amazed at the huge difference these simple measures will make to your health.
Sales pitch

Hello everyone my name is Anna Molnar, and I am here from Horizon’s
Cosmetics.

Today I would like to take this opportunity to tell you about a new line of
makeup we are preparing to launch, called new age.

It is an organic based makeup, with an anti ageing complex. All
ingredients were taken from nature and are good for all skin types.

Have any of you ladies ever been disappointed with a certain makeup
brand? Or are not satisfied with the ones you are currently using?

Do you all want to look and feel younger and healthier then ever before?

Well here at Horizon’s Cosmetics we have the technology and resources
to be able to fulfill your cosmetic needs and desires.

With a wide variety of exotic blends combined with vitamins and herbal
extracts, our products will allow you to look and feel years younger.

Our organic based ingredients are imported from Australia, Southeast
Asia, and the Amazon jungle.

These unique ingredients combine to deliver top of the line bronzers,
blushes, foundations and so on.

Appose to other companies these ingredients benefit users by excluding
chemicals and potentially harmful toxins.

The anti aging formula provides a decrease in the amount of wrinkles
around the eyes; nose and forehead making users look years younger. It
also stops the appearance of sunspots caused by harmful UV rays. This is
one of the top factors in an aged complexion. With the use of these
products your skin will experience a fresh, youthful glow.

At horizon’s cosmetics our packaging is made for the women on the go,
the compact and small casing is ideal for travel , last minute meetings or
just handy for everyday use.