This presentation includes all the required marketing analysis & brand management principles applied to a hypothetical lipstick brand being launched.

1. Rossetto

2. Marketing Plan
Situational
Analysis
Problem
Objectives
Strategy
Tactics

3. VISION
Making women
empowered yet elegant
MISSION
Improving the confidence,
self-independency &
morale of women along
with a touch of elegance.

4. Situational Analysis

8. Segments
Rossetto
Traditional Career
24-34 35-44
Sec A Sec B
Sec C
45+
Adventurous

9. • Non toxic
• Long lasting
• Animal Fat-free
• Variety of Colors
POD
• Size
• Shape
• Color
• Design/Container
POP
• Confident
• Beautiful
• Independent
POE

10. Rosetto Colors

11. Product
Animal
Fat-free
Natural
Non-toxic
Place
Urban
Metro
Malls
Online
Price
Skimming
Promotion
Print
Media
Personal
Selling
Word of
Mouth
PoP in
Malls
TV Ads
Digital
Marketing

12. Brand Association
Rossetto
Confident
Women
Natural
Long
lasting
Appealing
Shades
Style
Elegance
Value of
Money

13. Brand Imagery
• User Imagery: For Classy/Beautiful Women
• Usage Imagery: Natural Product & contains no Animal
fats or toxins

14. Value Proposition
Functional
Makes you a
complete
elegant
woman
Economic
Value for
Money
Emotional
Boosts your
confidence

15. Brand Value Pyramid
Socially Expressive
Benefits
Self-Expressive
Benefits
Emotional
Benefits
Functional Benefits
Features/Attributes
Rossetto
Makes you feel a complete elegant woman

16. Integrated Marketing
Communication

17. ATL
BTL
TTL

18. ATL (Above The Line)
• Print: Newspaper Advertisement
• Out of Home: Flyers/Hoardings in Metropolitan Cities
• Radio: Advertisement on prime stations at office timings
• Television: Advertisement on Fashion Channels, Feminine TV
Shows, etc

19. BTL (Below The Line)
• Endorsement of Rossetto by Supermodels
• PoP: Posters, etc in existing cosmetic shops

20. Sales Promotion
• Trade Promotion: Offering credit to retailers & high margin
• Consumer Promotion: Providing discount since the product is
expensive & making them used to it.

21. Brand Readiness Stage
DoFeelThink
The consumers will be made aware of the brand through advertisement and focusing on the differentiation
traits, it will make them think/analyze, then they will have the desire to use the lipstick. Finally, making it
available in almost all major retail outlets will make them purchase the lipstick as soon as they see it.

22. Pull Marketing
• Making the consumers aware of the healthy/natural traits of the
lipstick will lure them into purchasing the product even though it is
priced high.

23. Thank You