PROMOTION

 Sales Promotion

1. In-store Sampling

The company will be conducting an in-store sampling at Isetann Mall for the first

week of store opening that will introduce the store and the product, and give the

customers an option to test out the product sample with the aim of a subsequent

purchase.

2. Refill Station

The company will sell the product in a reusable amber glass pump spray and will

provide a refill station in the store in order to provide an option for customers to reuse

the product container which will lower the perceived value of the product, giving the

customers a discount on the item. The company had come up with this idea with the

objective of helping the environment by reducing packaging waste and at the same

time, giving the customers a benefit and to stimulate sales.

 Figure . Sample Tarpaulin

The figure illustrated above depicts the tarpaulin design of the company’s

promotion that will be displayed at the storefront in order to catch the attention of

passers-by.

 Digital Marketing

1. Social Media - Facebook and Instagram

The company will create a Facebook and Instagram account to start promoting the

product online, since the target market is mostly active on social media sites. Most of

the buyers now have turned to social media for references and it became the major

influencer when it comes to the buying decisions of customers, especially the

millennials. Most of the millennials tends to buy beauty products that is based from

Instagram posts and through social media influencers. In addition, the Philippines

became the top social media user in the world and most Filipinos spent hours in

various social media sites, mainly on Facebook.

 The Cosmetic Marketing Specialist will be assigned as the administrator and will

manage the business in both accounts and promote the product through online posts.

Both accounts will be named as “Marilag Cosmetics.” The company will encourage

more people to follow the accounts through messages and e-mails in order for them to

see the company’s product advertisements and promotions, and attract and gain more

buyers. The administrator will include an informative and interesting bio about the

product and will often posts creative product photos, entertaining stories, and positive

product reviews or comments from other customers that will hook the followers. The

company could also provide special offers, contests, and exclusive announcements to

the followers.

Sample Facebook and Instagram ads that will be used to promote the product are

illustrated below:
Figure . Sample Ads
 The Facebook and Instagram ads introduce the company and the product to the

people and briefly describes what the company and the product offers. The ads also

include the design of the product, the benefits of the product, and its price. The objective

of the company is to post product photos that will make sales. Product photo affects a

person’s buying decision and most of the customers consider that detailed product photos

are more valuable to buy than the information of about the product or even with the

reviews from other customers. Thus, the company had work to its fullest to provide

product photos that are unique and attention-grabbing and to establish a good relationship

among the customers or the followers.

2. YouTube Video Advertising

The company will team up with YouTube influencers particularly to Beauty

YouTubers to promote the company product. One of the areas of advertising that is

striking a note among millennials is the rise of YouTube influencers or commonly

known as vloggers. Potential customers turn to YouTube influencers to discover

products and get reviews, tips and tutorials. The company will shift its marketing

focus to YouTube and will find and hire a YouTube influencer particularly a Beauty

influencer to make reviews for the company product. The influencer need not to be a

super-star to make the business successful. Just finding the right influencers and

letting them to be themselves and do their best in positioning the company product

organically in their videos will make more success. In addition, the company will

create and provide a custom tracking link that will be added by the influencer on their

video description, so viewers can easily find the company’s website by clicking the

link provided.
 The advantages of YouTube Video Advertising or vlogging is that it is an easy

and cost-effective way to get the company and the company product into the public.

Also, it is cheaper than advertising through television or radio commercials, and it

can get more attention from people and is more likely to reach its target market.

 Direct Marketing

1. Brochure

The company will distribute brochures at Isetann Mall as well as to the by-passers

around the mall and around the University Belt for product awareness. The

distribution of brochures will conduct on the first week of store opening. The

company could also provide brochures after the opening of the business for future

special offers and exclusive announcements, and in order to attract more customers.

Sample trifold brochure design that will be used to promote the product is

illustrated below:
Figure . Sample Brochure
 2. Face-to-face Selling

The company will personally talk to the people who is nearby or living nearby the

location of the store and introduce the company and the company product. Personal

communication will help the company to increase the number of customers and gain

more sales.

 Outdoor Advertising

1. Tarpaulin

The company will display tarpaulin at the storefront as well as around the

University Belt to catch the attention of passers-by and for product awareness.

Tarpaulin offers a lot of advantages like it is very affordable, durable and weather

proof, since it is made of polyester reinforced PVC, and it serves as an effective

material for promotion or advertisement.

Sample tarpaulin design that will be used to promote the product is illustrated

below:
Figure . Sample Tarpaulin