Proposal of Marianila Hair Products
Program: Undergraduate, Major/Emphasis: Business Marketing Name of student: Maria Katra, ID: 12092025, Cell phone number: 03560914, Email: [email protected] com Semester registered for senior project: Fall 2011-2012 Date of modified Submission of proposal: 13/10/2011, Date of approval: 1. Title: MariaNila hair cosmetics by LaPerle 2. Objectives of the project: The objective of this project is to: a. Due to its growing popularity in the Scandinavian countries LaPerle is looking to expand globally.
Paul Katra is the sole agent in Lebanon since he already works with this brand in the field of hair straightening and perm but not as retail. b. MariaNila is investing a lot in new research and development to expand its product mix and increase profit by customizing products to tailor fit the needs of the several textures of human hair. c. The Lebanese market is not yet oversaturated with professional hair care products, solely to be sold by hairdressers and few pharmacies to give medical/healthy feel to the product. Making it an ideal time to launch it in the Lebanese market. d.
Paul Katra will benefit from venturing in the retail sector since he already has economies of experience in the market of hair cosmetics, thus leading to increased profit by becoming sole agent of MariaNila cosmetics in Lebanon. 3. Research methodology (techniques or tools used): Qualitative analysis: a. Question clients that enter Paul Katra’s beauty spa since they are of different age and already use the competitions’ products to understand their demands, what they look for in a hair shampoo or lotion, the price they are willing to pay, and their consumption, what makes them use a product over another… b.
Interview the technicians of the hairdressing salons on what they like to work with, what they recommend for clients as products for their hair, what they feel the market lacks of as products… c. Determine the number of participants in focus groups around 7 excluding moderator. Establish with the moderator the flow of the session. d. Since the product line is huge will need to determine the several age groups interested in each product line, trends in these specific demographical groups what kind of ad and labeling captures their interest… . Field work will be involved, and interviews will be done with local hairdressers to better understand the market needs and wants. 5. Secondary data sources: Interviews: Mr. Paul Katra- president of hairdressing syndicate – in order to get contacts of the key players in the hairdressing world. Get information from hairdressers or pharmacies of research done on market demand. Internet websites the LaPerle website. Textbooks: Financial and accounting books to be determined as the project flows. 6. Hypothesis or Concept to be tested:
The Lebanese market is the ideal place for new trendy products to be launched because Lebanon is the trend setter in the Arab world, what works in Lebanon and sells here will definitely sell in Arab countries when it comes to cosmetics. Also there is a deficiency in hair cosmetic products when it comes to budgets and results, either product are too expensive and effective or cheap but non-effective. So the market is in need of a quality-price brand. Since Paul Katra already owns a beauty spa it will give a portal for the product to be sold by the sales force and he can provide the right key hairdressers to contact.
This will give the opportunity to test the product on ground with clients and see whether the Lebanese women will accept this new product find a result and trust it then alone a buzz will be created about this new Scandinavian product. The establishing of this product will involve the following: * Hiring a salesperson to meet with the key hairdressers, hand out samples and do the follow-up. * Designing offers and promotions to grab interest of hairdressers which will help in entering the market because competition is high especially from international companies such as L’Oreal and Schwarzkopf. Expanding to the whole Middle East region and representing LaPerle in the entire Arab world. 7. Tentative table of contents: Chapter One Introduction 1. 1 Historical background 1. 2 Mission, goals and objective 1. 3 Problem definition Chapter Two Environmental Analysis 2. 1 Internal assessment 2. 2 External assessment 2. 3 SWOT analysis Chapter Three Marketing Research 3. 1 Need for the study 3. 2 Purpose of the study 3. 3 Information needs 3. 4 Target population, sample selection, and data collection 3. 5 Results and findings Chapter Four Segmentation, Targeting, and Positioning 4. Bases of segmentation 4. 2 Segments characteristics and profile 4. 3 Selecting the target market 4. 4. 1 Evaluation of selected segment 4. 4. 2 Description of target market size, growth rate, attractiveness… 4. 4. 3. 1 Target growth 4. 4. 3. 2 Growth 4. 4. 3. 3 Attractiveness 4. 4 Positioning Chapter Five Financial Studies 5. 1 Expected revenues for the coming three years 5. 2 Expected net income :pro-forma income statement for the coming three years 5. 3 Break-even analysis Chapter Six Marketing Mix Strategies 6. 1 Product strategies 6. 2. 1 Individual product decisions 6. 1. 1. Branding 6. 1. 1. 2 Packagking 6. 1. 1. 3 Labeling 6. 1. 1. 4 Attributes and benefits 6. 2. 2 Product line decisions 6. 2. 3 Product mix decisions 6. 2 Pricing strategies 6. 3. 4 Factors affecting price determination 6. 3. 5 Basis for price determination 6. 3 Distribution strategies 6. 3. 1 Type of distribution: Intensive ,selective ,exclusive 6. 4. 6 Selection of channel members 6. 4. 7 Physical distribution 6. 3. 4. 1 Warehousing 6. 3. 4. 2 Transportation 6. 3. 4. 3 Customer service 6. 3. 4. 4 Inventory management 6. 4 Promotional strategies 6. 5. 8 Integrated marketing communications . 5. 9 Advertising 6. 5. 10 Personal selling 6. 5. 11 Publicity 6. 5. 12 Promotion Chapter Seven Conclusions and Recommendation a. Overview b. Conclusion c. Future research d. Future research References Appendices 8. Abstract The self grooming industry is growing enormously in the entire world and more than ever consumers are looking for cosmetic products to enhance their well being, make them look younger, smell better and promote their self beauty, this growing trend is especially obvious in Lebanon where Lebanese women adore to groom themselves, it is actually part of the culture.
This is why middle class consumers are demanding products that are efficient, dependable and relatively affordable without compromising the quality. This is where MariaNila products step in. Since LaPerle have a huge product mix and the cost of products is affordable for the quantity being offered MariaNila can prove to be a hit in Lebanon. There is also a growing shift in the Lebanese consumer market towards medical/cosmetic products where extensive research in medical labs is required before the products are launched in the market.
MariaNila’s product range studies the various stages of the hair follicle life cycle to create a product that fits each life cycle and follicle age; creating customized products that answer the consumer’s specific problem at each stage of hair follicle life. Several marketing research tools will be used to help in the identification of target markets in Lebanon to obtain feedback of clients’ preferences and demands.
Focus groups will be summoned to research what draws clients to choose a product over another and with the key hairdressers in the market because it is also necessary to know what makes professional hairdressers recommend products over others (financial benefits, results…) From a broad perspective this product seems to fit the Lebanese market demands but more thorough feasibility studies concerning pricing, marketing strategies and financial statements need to be obtained to give a more accurate idea of how this project will generate profit in the short and long term.
MariaNila is supposed to generate great profit and become a hit in Lebanon because it is offering clients customized products that answer their needs with affordable prices; few such hair cosmetic product have done that in Lebanon. 9. Expected date of completion: End of fall 2011-2012 10. Professor /instructor chosen as main advisor: Name: Mr. Robert Gharious, signature: date: Coordinator’s/chairperson’s signature: Dean’s signature: