After doing market research the three Colombian cities that show higher sales in cosmetics are: Bogotá, Medellín and Calí. Once it is decided the cities of launching the Purple Dew Products, generally speaking my target will be Colombian women between 25-55 years old. The market size for the subcategory of cosmetics goes between USD $1757,60 to USD $3980,1 millions of sales in total. From this numbers, the percentage of import products has to be deducted. 

 

According to the Channels of distributions that presents higer sales in cosmetics, the project should mostly orderly focus on: Supermarkets and simialar stores, Pharmacies and Departamental stores. Besides as a channel to deliver our message are: word of mounth, Ottie website, Google, and Facebook.  

 

Becasuse of the different types of distribution channels used, the company can create different types of relations with its customers. Transactional because the company will not have any contact with the customer at the moment of the purchase. But becasuse of the activations on POS the company will create certain type of personnal assistance or could also be available via email. Co-creation with customets will be important and it will be created by encouraging customers to post their experiences with Ottie in social media such as Facebook.

 

Our Value Proposition includes: Innovative products made with Natural Ingredients. Besides that Asian people is wellknown for having a beautifull and well care complaxion/skin. The Design of Purple Dew is also a value proposition because it helps to increase the aspirational effect that cosmetics produce on cosumers.   

 

Between the Key Activities to introduce and promote Purple Dew  products to the Colombian market are:

1. Activities in POS. With the precense of Ottie experts team showing customers the products, guiding them, letting them try the products. Showroom and exhibition in general. 

2. Price promotion: Key fact to enter the market encouraging people to try a "new" product.  

3. Sampling through partners´s CRM systems. We could also do sampling through the delivery of credit card statements, beauty and fashion magazines. 

4. Constant trainning to our "experts team". 

5. Social Media contests. In Facebook and Instagram create campaings such as: "Purple dew kisses", "Make your make up winner", "Longest eyelashes". 

 

The Key Resourses to involve Purple Dew into the market are: the use of POS systems (stands, exhibitors). Also the aliance with makeup experts and the constant work with the technician people in charge of the sanitary licences. 

 

Partnerships are very important in the development and distribution of the brand. Purple Dew´s principals partners are: supermarkets, pharmacies, beauty guilds, makeup proffessionals, beauty magazines.

 

The cost structure of the project is mainly form by: Fixed costs, variable costs, experts team and ad budget. I also included economy of scope because at doing marketing activities for Purple Dew I am including several products of the category there.

 

Finally my two main revenue streams are: Sales and Brand positioning.