company profile (profesional studies)

COMPANY PROFILE

Java Beauty Company was establishing in 1988 with the founder Valuez Rossaille in order for beautifying woman in the world. Their launched they first product in the market in 1988, the product called “Beauty Me”. In 2005 Java Beauty Company has got ISO 9000/2001 as the most high quality product of cosmetic.

Our vision is become multinational company with always increase our product and service quality. Our mission is beautifying woman in the world by using natural ingredient Indonesian tradition and introduce the riches of Indonesian culture

THEME AND MECHANICS

Type of Product : Cosmetic

Kind of Product : Blush on, eye shadow, compact powder, lipstick, lip gloss

Price : Rp 333.000,-

Segmentation

1. Gender : Female

2. Age : 20-30 years old

3. Social Grade : A1, A2, B Classes

4. Occupation : Carrier woman, Housewife, College Student

5. Lifestyle : Modern, Active, Practical

Competitors : PAC, Revlon, Maybelline, L’Oreal

Tag Line : Beauty is easy

STRATEGIES

MARKETING STREATEGIES

· Definition :

· Target Audience :

· Gender : Female

· Age : 20-30 years old

· Social Grade : A1, A2, B Classes

· Occupation : Carrier woman, Housewife, College Student

· Lifestyle : Modern, Active, Practical

· The 4P`s

1. Product :

Our new product is “FACE”. Face is a cosmetic consist of two way cake face powder, eye shadow and bluson in one package. FACE has been made from natural ingredient, anti allergic, so suitable to any skin type.

2. Price :

The price for one package FACE is Rp 333.000,-

3. Place :

FACE will be launched in April 2008 at the pacific place SCBD Jakarta, and for press conference will be held before the product launching event. FACE will be promoted in well known Department store in Jakarta, and also will be sold in there.

4. Promotion

· Every purchase above Rp 500.000,- get fancy mirror

· Get discount 10% during promotion week

· S.W.O.T

Strength : With natural ingredients and free animal testing.

Weakness : because this is a new product, only a few people knows our product.

Opportunities : Practice and Efficient

Threat : A lot of competitor

ADVERTISING STRATEGIES

· Competitive Edge

“FACE” is a cosmetic product

· AIDA

Attention

Interest package

Eye catching product

Interest

Economic product in 1 package include 3 items

Desire

Long lasting make up

Action

Free make over

· Strategies

Make an advertisement on print and electronic media

Promotion in TV show and talk show

Promotion at department show

Implementation and Plans

1. Press Conference

Date: Friday, 29 august 2008

Time: 15.00

Venue: Fashion Bar, EX

Speakers: CEO of Java Beauty

List of Media

Magazines

BAZZAR, Cosmopolitan, CitaCinta, Female, Femina, Kartini.

TV

Trans TV, RCTI, SCTV, Global TV.

2. Product Launching

Date: Friday, 29 august 2008

Time: 19.00-end

Venue: Fashion Bar, EX

Concept: Opening by MC

Speech

Performance by Marribeth

Product Launching

Make over by ‘FACE’ team

Performance by Dewi Dewi

Closing by MC

3. Promotion week

Date: 29 aug-12 sep 2008

Description: we’re promoted our product in every department sore and magazine or Tv

4. Promotion

Date

Time:

Above the line

Primary media: Magazine

Media: BAZZAR, Cosmopolitan, CitaCinta, Female, Femina, Kartini.

Secondary media: TV

Media: Trans TV, RCTI, SCTV, Global TV.

Budgeting

Cost Breakdown

Press conference and product launching

1. Venue Rp.50.000.000

2. Entertainments Rp.100.000.000

3. Decoration Rp.20.000.000

4. Print Material Design Rp.30.000.000

5. Goodie Bags Rp.15.000.000

Promotion

1. Magazine (6x10.000.000x3) Rp.180.000.000

2. TV (30.000.000x10x5) Rp.1.500.000.000

3. Print Material Design Rp.100.000.000

4. Promotion Week Rp.100.000.000

Sub Total Rp.2.095.000.000

Extra cost 10% Rp.209.500.000

Total Rp.2.304.500.000