ACKNOWLEDGEMENTACKNOWLEDGEMENT

Thanks be to almighty Allah,Omniscient, omnivores who bestowed

upon us the potential and ability to completethis task last of work. Special thanks and appreciations

are very due to our honorable teacher, Mr. Naseer Rajputt who hasbeen a motivating factor for us and has helped us in the comple-tion

of this report. His keen interest in the subject coupled with the amalgation of practical and theoretical aspect of the industry to have avery clear reflection of the real scenario has helped us a lot in this

regard. His constant effort to endeavor and impact the knowledge

is amazing. I am thankful to sir Haneef shazad (Management department) for her corporation. At last I hope that this

work of ours will prove to be conducive for us inthe time to come.

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EXECUTIVE SUMMARYEXECUTIVE SUMMARY

Marketing is a total system of business activities designed to plan, price, promote, and distribute want-satisfying products to target markets in order to achieve organizational objectives.World Cosmetic Market is an exhaustive analysis of trends and prospects for the beauty and toiletry products business worldwide. Drawing on a wide range of fully attributed sources, combined with clear analysis of trends, its creates a comprehensive database of information

This report conveys that NOVERA COSMETICS will be the most popular cosmetics brand, which will be considered as a distinguishing beauty care skin products, manifesting high status and style. Novera cosmetics is fully responsive of the fact that they will be the market leaders and will occupies a large number of market shares that is why they are continuously making great effort to be the best one in the future.

They are different types of extract in different cosmetics, which are the requirements of different skin types. For example, Novera cosmetics contains herbal extracts which is suitable for all types of skin, contains natural moisturizers which is suitable for normal skin, contains almond oil for dry skin, contains fairness formula to protect from sun, and contains wild flowers essence for combination skin. The objectives of Novera cosmetics is to meet everyday needs of people and to anticipate the creatively and competitively with branded product and Services which raise the quality of life.

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COMPANY OVERVIEW

Company: NOVERA COSMETIC

Firm Type: PRIVATE

Address: BLUE AREA

City ISLAMABAD

Country: Pakistan

Main Phone: +92-302-6215038

Fax: +92-51-8257137

Email: ceo@novera.com

URL: http://www.novera.com

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INTRODUCTIONINTRODUCTION

The cosmetic industry in Pakistan is taking giant leaps towards its dictated achievements. Currently, there are several cosmetics companies available in the market, designed to meet the varying individual’s needs and desires.

With our sound infrastructure for manufacturing a range of cosmetics, we are able to cater the bulk requirements of the client. Our comprehensive ranges of cosmetics are hygienically manufactured and are quite skin-friendly. These cosmetics are meant for a long stay application and are ph balanced. We are also able to satisfy the bulk requirements of these cosmetics of the customer.

This report is based on the data gathered from Novera cosmetics which will dominate the market with its skin care cosmetics products, which contains lipsticks, nail colors, face powder, whitening cream, makeup brushes, perfumes, foundations, eyeshades etc, Novera cosmetics are available to serve the demand of people who want extra protection against germs and infections, and provide them beauty, style, healthy, and fresh skin. Novera cosmetic will try their best to make Novera cosmetics the most popular brand and capture the largest share in the market.

This report assesses the targeted customers, their needs and wants, pricing strategy, satisfaction, brand features, its marketing mix and distribution.

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VISION 

Welcome to the world of NOVERA. Our vision is to be the company that best understand and satisfied the products , service and self-fulfillment Needs of human globally. Our dedication to supporting touches, Not only beauty but health ,fitness, self emporment and financially independence

MISSION

LOOK YOUNG,FEEL YOUNG & BE YOUNG

Make You Like Rose .….….    

OBJECTIVE

Our objective is “to create the most successful global brands in every category everywhere we compete. And we have the strength to do it"

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PURPOSE, VALUE AND PRINCIPLES

PurposeWe are committed to providing products of consistently excellent quality and standard - products that have a positive effect on the lives of the world’s consumers. As we continue to succeed in this aim we can keep growing as a marketing community

Values

People Power: People are Novera’s cosmetics most important asset that is why we make sure you are treated the way you would expect. Our “promote from within” ethos ensures that you’ll be rewarded significantly for your outstanding work. Our ability to attract outstanding individuals also ensures that we're able to constantly grow, diversify and deliver.

.Leadership: At Novera’s cosmetics we're all leaders in our own sphere of responsibility. We believe that effective leaders, who consistently deliver breakthrough results, are team players with the ability to create environments that inspire and motivate others. Having a clear vision of where we're going as a company enables us to focus our resources on leadership objectives and strategies. We continually develop the capability to deliver our strategies and eliminate organizational barriers.

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Ownership: Ownership is all about regarding Novera’s cosmetics assets as our own. By prioritizing Novera’s cosmetics long-term success and accepting personal accountability we can progress with greater efficiency, improve our systems and help our colleagues improve their effectiveness.

Integrity: We always aim to do the right thing both ethically and legally by upholding our values and principles in everything we do. We're information-driven and intellectually honest in supporting proposals and recognizing risks.

Passion for Winning: By showing a healthy disregard for the status quo and a strong urge to improve, we commit ourselves to being the best at what we do. We believe that the only way to excel in the workplace is through constant innovation and informed risk-taking.

Trust: Teamwork only works with a strong foundation of trust, which is why we need the utmost confidence in each other’s abilities. We aim to treat our people, our consumers and our customers with the respect and consideration they deserve.

Our Principles

- We show respect for all individuals.

- The interests of the company and the individual are inseparable.

- We are strategically focused on our work.

- Innovation is the cornerstone of our success.

- We are externally focused.

- We value personal mastery.

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SWOT ANALYSIS:

Strengths The products of NOVERA cosmetics are long lasting. Keep you fresh 24 hours

NOVERA cosmetic products are available in three different sizes.1. Large 2. Medium3. Small

NOVERA cosmetic products are made up of natural ingredients such as herbal and have no side effect.

Weaknesses:

NOVERA cosmetic have limited number of products.

NOVERA cosmetic are at their initial stage So they have less Good Will in the market.

Opportunities:

The demand for the cosmetics are very high in the market.

Threats:

1. The political condition of pakistan is not stable which has the direct & indirect effect on buissnesses.

2. There are a lot of competitors such as AVON,ETUDE,NETROGENA.

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PRODUCT MIX AND LINE

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WHAT IS OUR MARKETING PLANWHAT IS OUR MARKETING PLAN

MARKETING MIX

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Marketing mix is the set of controllable tactical marketing tools Product, Price, Place, and Promotion that the firm blends to produce the response it wants in the target market.

Products Price

Place

Promotion

PRODUCT

Product is anything tangible or intangibl e which solve the problem of customer and thereby give him feeling of satisfacion.

PRICE

Price is the amout of money that the customer has to pay to obtain the product.

PLACE The place or distribution describe how the product will be made available to targeted customer when and where they want it.

PROMOTION

Promotion is the component of the marketing mix that communicates information to potential customers. Decisions regarding, ADVERTISING, PERSONAL SELLING,ADVERTISING, PERSONAL SELLING, PUBLICITY, PUBLIC RELATION, PUBLICITY, PUBLIC RELATION, and special promotional activities such as TRADE SHOWSTRADE SHOWS and PRODUCT DISPLAYSPRODUCT DISPLAYS are part of the marketing mix.

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MARKETING MANAGEMENT CONCEPT : Marketing management is the art ant science of choosing target market it’s a driving force in the modern economy and has five alternative concepts under which organization design and carry out their marketing strategies.

1.The production concept: Production concept holds that consumer will favor products that are highly available and affordable.

2.Product conceptThe consumer will favor product that offer the most in quality performance and features.

3. Selling concept Consumer will not buy enough of the products unless it undertakes large-scale selling and promotional efforts.

4.Marketing conceptMarketing concept holds that achieving organizational goal depends on knowing the needs and wants of target market and delivering the desire satisfaction better than the competitors do.

NOVERA COSMETICS FOLLOW NOVERA COSMETICS FOLLOW THE PRODUCT CONCEPTTHE PRODUCT CONCEPT AND OFFER HIGH QUALITY PRODUCTS AND ARE NOT AND OFFER HIGH QUALITY PRODUCTS AND ARE NOT INTERESTED IN INCREASING THEIR SALEINTERESTED IN INCREASING THEIR SALE

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PRODUCTS

Lipsticks Nail polish

•Face powder Whitening cream

Makeup brushes Perfume

Foundations Eyeshades

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PRICING STRATEGY

A pricing strategy includes pricing objectives and states the specific prices to be charged for a product. Pricing help to determine how customers perceive a product a value and whether or not customers will accept the product. Novera cosmetics pricing strategies are influenced by the pricing of competing products, because as the cosmetics prices are often the determine factor in how well it fares compared to other product in a target market. For Novera cosmetics pricing strategies must go hand in hand with product strategies. They also take into account the cost of promoting the product as well as getting it to the place where consumers can buy it. A consumer who will purchase Novera cosmetics knows the value of their money. Novera cosmetics are quality product to raise the quality of life. These pricing of Novera cosmetic are not very high as compare to other cosmetics products which is around there in the market, providing the best quality at the same time.

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PROMOTION STRATEGYPROMOTION STRATEGY

Promotion is the component of the marketing mix that communicates information to potential customers. Decisions regarding, ADVERTISING, PERSONAL SELLING, PUBLICITY, PUBLICADVERTISING, PERSONAL SELLING, PUBLICITY, PUBLIC RELATION, RELATION, and special promotional activities such as TRADE SHOWSTRADE SHOWS and PRODUCT DISPLAYSPRODUCT DISPLAYS are part of the marketing mix.

Novera cosmetics will maintain their consumer attention through advertising on T.V, banners, newspaper and billboards, which reflectT.V, banners, newspaper and billboards, which reflect celebrities, a symbol of high class and marvelous productcelebrities, a symbol of high class and marvelous product. Consumers today are much aware about the new ideas of the product and gradually come to understand the characteristic and therefore likings and disliking began to develop as well.

Recently Novera cosmetics have decided to promote itself by NOVERA STYLE AWARDS each year. The program will consist awards given to celebrities for different categories and hit songs. The program itself will be innovative creation and manifested style and fashion. Novera cosmetics in order to enhance their image also started the program “NOVERA FASION KI DHUNIA”, in which not only interviews of famous celebrities will telecasted but also the new skills for hair style and makeup, along with latest trends in fashion including both clothes and style. Therefore it is strengthening the idea of “Beauty and NOVERA goes together” in this way.

PROMOTING TECHNIQUESPROMOTING TECHNIQUES

To promote the sale and increase relative market share we have decided to launch a scheme of prize distribution. In which ten lacks worth of gold prices will be distributed among the customers. To enter in this competition and to avail the maximum of novera cosmetics services customers are required to send as i.e. (novera cosmetics Company) three wrappers of products (Novera cosmetics) plus an N.I.C attached to the golden contest form easily available at any store. Customer liking, preference and views are highly appreciated through these form. Customers giving the best views and ideas will be awarded with special prices.

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This “QURANDAZI” will be held on 25th dec 2009 on pearl continental hotel at Islamabad. The main purpose of this competition is not only to increase the relative buying frequency, but also to evaluate the customer’s response regarding the product.So that we can know how far we have captured our target market and Advertising techniques

It would be a waist to spend much on T.V COMMERCIALS as now a day people are switching channels between intervals. We have decided to advertise through BILLBOARDSBILLBOARDS and NEWSPAPER WHICHNEWSPAPER WHICH will influence buyers than any other

advertising campaign.

PACKAGING

Planning effective packaging means making small decisions that add up to create the total package. To devise and effective and eye-catching package, Novera cosmetics has set the objectives to accomplish their goals. Then other specific decisions must be made about the material to be used, the color, the basic design, and the exact information to be included and so on. The Novera cosmetics packaging is designed to communicate the brand image. The marketers of Novera cosmetic take into account while designing a packaging strategy:

To create awareness of the product at the point of purchase

To communicate product attributes

To generate product trial

To communicate promotion information

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PLACEMENT The place or distribution strategy describe how the product will be made available to targeted customer when and where they want it..

“We build on our strong network of distributors and “We build on our strong network of distributors and concessionaires to maximize penetration, visibility and theconcessionaires to maximize penetration, visibility and the development the new channels to reach all our consumers “development the new channels to reach all our consumers “

Flow chart of distribution

Company Company

Distributors

Retailers

Consumer Consumer

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NOVERA MARKETING SEGMENTATIONS NOVERA MARKETING SEGMENTATIONS

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MARKETING SEGMENTATIONMARKETING SEGMENTATION

Consumer in markets differs from one another in buying characteristics, preferences and the ways they respond to any giving marketing mix. Meeting the needs of the markets is a considerable challenge to marketers. The common way to meet this challenge is through market segmentation. Novera cosmetic is a trusted company; therefore has recognized the needs of their customers and markets it potentially.Novera cosmetic works accordingly to:

DEMOGRAPHIC SEGMENTATION.DEMOGRAPHIC SEGMENTATION.

BEHAVIORAL SEGMENTATION.BEHAVIORAL SEGMENTATION.

GEOGRAPHICAL SEGMENTATION.GEOGRAPHICAL SEGMENTATION.

PSYCHOGRAPHICS SEGMENTATIONPSYCHOGRAPHICS SEGMENTATION..

NOVERA COSMETICS NOVERA COSMETICS DD EMOGRAPHICAL SEGMENTATIONEMOGRAPHICAL SEGMENTATION

Novera cosmetic is a very stirring company, a symbol of style and social status with multiple benefits. Everyone will wish to use Novera as it’s considered best skin care products that gives creamy touch to skin and makes it beautiful and smooth. The upper and educated class, will use Novera cosmetics for it premium quality and as a high standard cosmetics and its various benefits. The middle and the lower middle class will perceive Nover cosmetics as an inspirational product with the charm of the celebrities.

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NOVERA COSMETICS GEOGRAPHIC SEGMENTATIONNOVERA COSMETICS GEOGRAPHIC SEGMENTATION

When marketing managers divide the total market into segments on the basis of location, they are using geographic segmentation. Novera cosmetics try their best to become international products, popular worldwide. It will be available in different variables, attracting the market all over the world. We hope novera cosmetics will achieve its goals successfully and will enjoy its status. In Pakistan Novera cosmetics will be marketed in Islamabad, Karachi and Lahore initially. Later on it will also be marketed in other cities of Pakistan.

NOVERA COSMETIC PSYCHOGRAPHIC SEGMENTATIONNOVERA COSMETIC PSYCHOGRAPHIC SEGMENTATION

Psychographics segmentation is based on consumer’s personality, characteristics and lifestyles. Novera cosmetics are economical, pure beauty skin care products leaves skin feeling clean and fresh. Novera cosmetics for high-class lifestyle are valuable product with premium.

NOVERA COSMETICS BEHAVIORAL SEGMENTATIONNOVERA COSMETICS BEHAVIORAL SEGMENTATION

Behavioral segmentation based on consumer’s product related behavior and benefits. Novera cosmetic will give you pure beauty and fresh and clean skin. So after the using of novera cosmetics every consumer will be satisfy from their premium quality. Actually Novera’s those consumer use who are conscious about there skin Novera cosmetics will give them fresh skin.

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CONCLUSION

Skin is made up of three main layers: the epidermis, the dermis and the hypodermis (see picture below). The epidermis is the only layer we can see with our eyes and as we age, remarkable changes occur which are hidden from our view. For instance, the skin gradually thins over time, especially around the eyes. Some cosmeceuticals can minimally re-thicken the skin, but the process of thinning is inevitable. Elastin and collagen, located in the dermis keep the skin resilient and moist, but with ageing these fibers break down to create lines and wrinkles. Exposure to ultraviolet radiation accelerates this process, and since few cosmetics can actually reach the dermis, the idea that a cosmetic can reverse this process is unfounded. The best way to prevent fine lines and wrinkles is to limit our exposure to the sun and ultraviolet radiation. Despite our best attempts, antiaging is a myth, ever elusive and unattainable by human efforts.

  

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GROUP MEMBERS:

WAQAR AHMED

ATIF RASHID

ABDULL WAHAB

M. MAJID

GHAIS ANJAM

SAJJAD ARIF

TABLE OF CONTENT

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EXECTIVE SUMMARY………………………………………1

INTRODUCTION……………………………………………..2

VISION AND MISSION………………………………………3

PURPOSE, VALUES AND PRINCIPLES…………………….4

SWOT ANALYSIS…………………………………………….5

PRODUCT MIX AND PLAN………………………………….6

MARKETING PLAN…………………………………………..7

MARKETING MIX……………………………………………8

PRODUCT……………………………………………………..9

PRICE………………………………………………………….10

PROMOTION………………………………………………….11

PLACEMENT………………………………………………….12

MARKETING SEGMENTATION…………………………….13

CONCLUSION…………………………………………………15

RECOMMENDATION, MUST INCLUDE IN IT

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