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The Made Makeup Company

Marketing Plan

This plan was developed by Madeline Keller for Park University’s Principles of Marketing class

taught by Paul Ford.

Created July 16, 2019

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Table of Contents

1 Executive Summary……………………………………………………………………………. 3

2 Situation Analysis……………………………………………………………………………… 4

2.1 Company Analysis…………………………………………………………………..…………4

2.2 Customer Analysis………………………………………………………………..……………4

2.3 Competitive Market Analysis………………………………………………………………….5

2.4 External Market and Environment Analysis………………………………………….….…….5

2.5 SWOT Analysis…………………………………………………………………………….….6

3 Marketing Strategy………………………………………………………………………………9

3.1 Target Market 1………………………………………………………………...………………9

3.1.1 Product………………………………………………………………………….………10

3.1.2 Product…………………………………………………………………….……………10

3.1.3 Product………………………………………………………………………………….10

3.1.4 Promotion………………………………………………………………………………11

3.1.5 Promotion………………………………………………………………………………11

3.1.6 Price………………………………………………………………………………….…11

3.1.7 Place……………………………………………………………………………….……12

3.2 Target Market 2………………………………………………………….……………………12

3.2.1 Product……………………………………………………………….…………………13

3.2.2 Product………………………………………………………….………………………13

3.2.3 Product………………………………………………….………………………………13

3.2.4 Promotion………………………………………………………………………………14

3.2.5 Promotion………………………………………………………………………………14

3.2.6 Price…………………………………………………………………….………………15

3.2.7 Place……………………………………………………………………………………15

4 Implementation and Control…………………………………………………………………...15

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1 Executive Summary

The Made Makeup Company (MMC) is a new makeup company that is targeted to both

experienced makeup lovers and consumers who are starting with makeup and are inexperienced.

The company's marketing strategies focus on high-quality products at an affordable price. The

marketing plan is focused on getting the company started and ensure that they will have return

customers and room to expand in the future. This plan results in two marketing strategies that

allow the brand to appeal to multiple groups of people with the same products, displayed through

two target markets. The products for both target markets will be in the same price range and be

sold at the same retailers, however, they will be displayed in different lines, not segregating the

two groups but trying to eliminate an overwhelming feeling, allowing each line to be stand-alone

but also paired together.

Since MMC is a new makeup company, it is important for it to start its brand image in a positive

light and continue to grow as a brand. Ultimately the goal would be to have a storefront, as well

as a successful relationship with its current collaborators and partners. The brand continues to

grow and stick to its core values of creating makeup for everyone so everyone can feel as

beautiful as possible.
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2 Situation Analysis

This marketing plan includes an analysis of The Made Makeup Company. The plan begins with

an analysis of the company, the customers, the competitors, the external market and environment

and then a SWOT analysis.

2.1 Company Analysis

The Made Makeup Company is a new makeup brand that is working its way into the “mass

cosmetics” area of makeup. It will be sold online and in stores in Sephora and Ulta Beauty and

online at its website. Since the company does not have a storefront of its own, piggybacking off

of these major retailers will be a great way to get into the makeup industry and become well

known quickly.

The market strategy for getting the brand off of its feet includes two target markets and focus on

making each market feel as though they have found the perfect product.

2.2 Customer Analysis

The customer types that are attracted to brands like MMC are middle to upper-class ladies and

gentlemen that are either just starting with makeup or have been doing it for years. The biggest

customer analysis can be done over the shoppers at Sephora and Ulta Beauty.

The customers that mainly shop are Sephora are more high-end shoppers that are willing to

spend a lot of money every time they go into the store. The sleek style of the store and the

composed and elegant training their employees go through keep the ambiance of this luxury type
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shopping experience for the consumers. The customers are in need of a more colorful and

versatile brand like MMC.

Regarding Ulta Beauty, the atmosphere is a lot more relaxed and the customer experience is

more laid back. The employees work to be as friendly and helpful as possible which is more

inviting to the middle-class customers. Ulta sells a wide range of products which allow MMC to

fit in perfectly because it is a high-quality brand and a low cost. This type of brand is unique and

there is already a customer need for it.

2.3 Competitive Market Analysis

The makeup industry is very competitive nationwide. Since MMC is going into Sephora’s and

Ulta Beauty’s nationwide from the beginning, the competition will only get more intense. It is

important to be fully stocked and available in as many locations as possible because that will

make the brand stand out.

Also, compared to other makeup brands it is important for MMC to stay ahead of the newest

trends. Forming a research team that will stay up to date and track trends will be very beneficial

and help them stand out as a brand. This will also keep the wide range of products that are

produced by the brand consistent for the two target markets. Each trend can be modified for each

market so they both get a similar product.

2.4 External Market and Environment Analysis

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The physical environment of the brand will be determined by where the Sephora or Ulta is

nationwide. Although since they are both very popular there is at least 4 to 5 of each store

located in every major city nationally.

The technological environment of this brand is a very large area. The products are available in

three different websites starting which allows for fluctuations of price and availability to be

something that has to be kept upon. Also, the technology and machines used to make the actual

products can get cheaper or new ways of producing makeup are always being discovered which

allows for a cheaper product.

It is important that the company state its values and make sure that these values are carried

throughout everything they do. The social and environmental repercussions of makeup are

always something that is needed to be considered. Thinking about sending an uplifting a creative

message to everyone who purchases MMC products is important and something that should be

reflected through the logo and slogan of the brand. Also, representation of all different kinds of

people in advertisements for the brand is important so everyone feels like they can use and like

the products being sold. Finally, using packaging that is recyclable and not testing on animals are

important factors that will affect the consumers want to purchase from MMC.

2.5 SWOT Analysis

The situational analysis is summarized in the categories below following the SWOT analysis.

2.5.1 MMC Strengths

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MMC’s strengths include the following:

 A unique concept that appeals to new makeup artists as well as experienced ones

 Sold in the most easily accessed locations for makeup both in-store and online

 The products are cruelty-free and are not made under big corporations, ensuring

that the product is new and clean

 Entering a market where colorful and unique products are expensive, which will

make the brand stand out

 Representation of different genders and races through advertisement

 Also entering a market where cheap makeup is poor quality and it discourages

makeup beginners

 Willingness to expand in many ways like a brand

2.5.2 MMC Weaknesses

MMC’s weaknesses include the following:

 The brand is small starting out and only has a few products to show

 Since the products are so cheap, the quality control of the brand will be difficult to

monitor and contain

 No personal storefront, so the brand must sell in retailers that will take part of the

profit

 Lack of brand knowledge

 No brand representatives
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 Shipping is done through a separate company which can cause problems down the

road

2.5.3 MMC Opportunities

MMC’s opportunities include the following:

 Ability to grow fast as a brand and continue to sell products in the major retailers as

more products are launched

 Ability to collaborate with celebrities early on and help them grow their own identity

while allowing them to model and advertise the MMC brand

 Advances in technology

2.5.4 MMC Threats

MMC’s threats include the following:

 MMC is entering an already thriving market with brands that have made a name for

themselves and have loyal followers that will buy anything they produce

 Lack of social media awareness and coverage

 Potential to fall behind in the makeup industry because it is so important to stay on

top of everyone else and come out with extremely unique products
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3 Marketing Strategy

As stated before the Marketing Strategy will have two target markets in mind. One of the target

markets is current makeup users that identify themselves as knowledgeable about makeup and

are skilled in its application. The second target market is customers who are inexperienced with

makeup or beginners. Since both of these markets require different tactics to interest them and

make them want to buy the product, their marketing strategies will be similar but different. Each

group will be represented by a makeup line designed specifically for that particular target

market.

3.1 Target Market 1- Experienced Makeup Users

The first target market for The Made Makeup Company is experienced, makeup lovers. These

customers are people who have a good knowledge of different types of makeup and know how to

apply almost all components. They also most likely already have a substantial makeup collection

so it is important for these products to stand out and grab the consumers attention.

 Product: Three eyeshadow palettes that contain 40 shadows each: an orange and yellow

palette, a red and purple palette and a green and blue palette

 Product: Four different lipstick sets that include three lipsticks each: Pinks, Nudes, Reds,

Purples

 Product: Pencil eyeliners that can be bought individually or as a set of five: Black,

Brown, Purple, Blue, Pink

 Promotion: Signage at two large makeup retailers- Ulta and Sephora

 Promotion: Website Design

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 Price: Prices will follow other affordable or ‘mass cosmetics' type of makeup brands

 Place: Sold at regular makeup retailers and on companies personal website

3.1.1 Product

These eyeshadow palettes are the main products in the line. They are segmented into different

color groups so each palette contains only variations of two colors. This will attract the target

market because a lot of times palettes have a mixture of colors and not just one specific range, so

people will be wanting more of certain colors. This will allow each customer to have practically

every orange and yellow eyeshadow they will need in one palette, continuing with all three

palettes.

3.1.2 Product

The lipstick bundles will cover a wide range of colors including nudes, pinks, reds, and purples.

Each bundle will contain three unique lipsticks that can be worn with many different makeup

looks. In the purple bundle, there will also be a blue and a green lipstick, allowing consumers to

purchase an inexpensive colorful lipstick and try it out. These crazier colors will grab the

attention of more adventurous makeup artists.

3.1.3 Product

The pencil eyeliners come in unique colors to attract more adventurous makeup users as well as

the basic brown and black. These eyeliners will pair perfectly with the different eyeshadow

palettes and can be sold separately or all together as a set. Since these eyeliners are a pencil base
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and not liquid they will be a lot longer lasting and the experienced makeup consumers will be

more likely to purchase the set, instead of individuals with that knowledge.

3.1.4 Promotion

This makeup brand will be sold in the two main makeup retailers in the nation, Ulta Beauty and

Sephora. Since the target market for this line is experienced makeup users, they will already be

familiar and a regular at these stores. Each store has its target market as well so the signage at

each store will be specific to that companies style while maintaining The Made Makeup

Company logo and products.

3.1.5 Promotion

The Made Makeup Company’s website will also be a big way to connect with these consumers.

This will allow people to create an account and have easy access to new products or promotions

that are happening. This will also allow for easy purchases online that can be shipped directly to

the consumer's door.

3.1.6 Price

Even though the target market for these products are experienced makeup users, there is a large

market for good quality makeup that is colorful and unique but affordable. The prices for these

products will follow the standard “mass cosmetic” prices. The three eyeshadow palettes will

retail for $20 which is equal to 50 cents per shadow. The lipsticks, sold in sets of 3, will cost $15.

This is approximately $5 per full-sized lipstick. Finally, the eyeliners sold separately will retail
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for $5 each. They will also be sold in a set of all five which will retail for $20, giving a slight

discount per eyeliner when purchased in the bundle.

3.1.7 Place

Since the company does not have its own store the products will be sold in 2 main makeup

retailers, Sephora and Ulta in-store and online, and on the companies personal website. This will

allow consumers to test and feel the products in-store before purchasing which will work to

reduce returns. The consumers can then easily repurchase products online, either through these

retailers or on the companies personal website to reduce the time spent by the consumer and to

allow for easy access all over the country.

3.2 Target Market 2- Beginners in Makeup

The second target market for The Made Makeup Company are beginners in makeup. These are

customers that are either inexperienced or brand new makeup lovers that are wanting easy to use,

affordable, everyday products. The line of makeup created for this group will consist of basic

tools and products needed to create easy and natural makeup looks.

 Product: A 30 color eyeshadow palette

 Product: Set of face and eye makeup brushes (20 brushes)

 Product: Face palette including blush, bronzer/contour powder, highlight, and setting

powder

 Promotion: Signage at two large makeup retailers- Ulta and Sephora

 Promotion: Website Design

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 Price: Prices will follow other affordable or ‘mass cosmetics' type of makeup brands

 Place: Sold at regular makeup retailers and on companies personal website

3.2.1 Product

The main product of this line will be a 30 color eyeshadow palette that will include practically

every color that a beginner in makeup would need to create many different types of looks. The

product will mainly consist of neutral colors including warm tones and cool tones, with a few

pops of color throughout the palette. The eyeshadows will be described as easily bendable and

pairs perfectly with the brush set also in this line.

3.2.2 Product

This product will include 20 synthetic makeup brushes, 10 for the eyes and 10 for the face. These

brushes are designed to create easy makeup looks paired with the other products in the line. They

will all have the same design and come inside a black travel case. The primary goal for this

product is for these brushes to be perfectly matched with the eyeshadow palette and face palette

increasing the need/want for all 3 products for beginners. To keep everything connected the

brushes will say what type of product they are intended for and in the case of the eye brushes,

where on the eyes that brush should be used.

3.2.3 Product

The face palette will come in 3 different skin tone shades: light, medium, and dark. This will

allow the brand to be used by many different groups of people, spreading awareness of the brand

as well as not leaving out any groups of customers. The 4 products in the palette will be a
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neutral-toned blush, a warm-toned bronzer and a cool-toned contour, a natural highlighter, and a

translucent setting powder.

3.2.4 Promotion

Since these products will be sold in the two main makeup retailers nationwide, Ulta and Sephora,

signage and advertisements in their stores and on their websites are the main promotional goal.

As a result of these products being intended for new makeup artists, these are the two largest

makeup retailers nationwide, so they would be the first choice of someone looking to buy

makeup. They are also very easily accessed. The physical signs placed in-store will be unique to

the 2 companies to stick with the companies style of advertisement. The Made Makeup

Company’s logo will be present on all signage and packaging throughout the stores.

3.2.5 Promotion

The Made Makeup Company's website will be an easily accessed site that will contain the ability

to purchase any of the products from either line. The logo will be present throughout the entire

website and each line will be easily accessed through the sidebar. Shipping will be paid for at

checkout with the rest of the consumer's purchases and the products will be shipped to their

house.

When a consumer makes a purchase online they will create an account that will include

information like email address and home address so the company can stay in contact with that

customer and let them know when deals are happening or new products are being released.
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3.2.6 Price

Since the target market is beginners in makeup, the chances of them dropping a lot of money on

one item are very slim. Prices will follow average sales prices for other “mass cosmetics” type

brands. The eyeshadow palette will retail for $15 which is 50 cents per eyeshadow. The brush set

will retail for $20 which is $1 per brush. Finally, the face palette will retail for $12 which is $3

for each product in the palette, since they are bigger pans of product.

3.2.7 Place

The company does not have their own storefront so the products will be sold in 2 main makeup

retailers, Sephora and Ulta, and will be sold on the companies personal website. This will allow

consumers to test and feel the products in-store before purchasing which will work to reduce

returns. The consumers can then easily repurchase products online, either through these retailers

or on the companies personal website to reduce the time spent by the consumer and to allow for

easy access all over the country.

4 Implementation and Control

To ensure that the consumers are happy and can let the company know feedback and suggestions

the plan will require some control. To ensure the products are of the quality and necessity that

the consumers want, a team will be hired to process and send out surveys to consumers who

purchased the products either through the personal website or through one of the two retailers.

These surveys will include things the company is doing well and what products are people's

favorite, as well as new ideas or things the consumers would like to see any way to improve the
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company as a whole. This team will process these ideas and the company will consider them

when coming up with new lines or changing current products.

Another way that the control process will occur is to have reviews under the products on all

websites the products are sold on. This will allow consumers to actively share their opinions of

products and these reviews can be monitored through the same team monitoring customer

satisfaction surveys. This will help ensure that each batch of product is consistent and each shade

of the products are as good as the rest. This will also allow for feedback on new products, for

example, if someone says that the blush is not good for oily skin, that is something that can be

taken into consideration and a new product can be created to fulfill that need.
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References

Perreault, W. D., Cannon, J. P., & McCarthy, E. J. (2014). Basic Marketing: A Marketing

Strategy Approach. New York: McGraw-Hill/Irwin.