MARKETING MANAGEMENT

DELT&DETT
O

LIP-TALK

D&D CO (PVT) LTD

SUBMMITED BY:
AMAAN AMIN TEJANI (24168)
LAILA SAJWANI (25032)
SUBMMITED TO:
SIR MAK CHISHTY
CLASS DAY / TIME
FRIDAY (6.30-9.00)

TABLE OF CONTENT
ACKNOWLEDGMENT 3
ABSTRACT..4
INTRODUCTION 5
REASECH PAPER.....6 & 7
SEGMENT..8
DEMOGRAPHIC SEGMENTATION9
INGREDIENTS...9
CHANNEL AND LOGISTICS9
POSITIONING AND PLACEMENT.10
ADVERTISMENT...11

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ACKNOWLEDGEMENT

First of all we would like to thanks the Almighty Allah the most beneficial and the most merciful, all the
praise and humbleness belongs to him, who has blessed us with this beautiful gift of knowledge and for
giving us the strength and endowing us with the opportunity of completing our report of MARKETING
MANAGEMENT" within in a specified time.
We would like to especially thank to our course instructor SIR. MAK CHISHTY who just not only guided us
to learn effectively and efficiently but also guided and thoughts us to be a better in individual in difficult
circumstances of our personal and professional life and by effort for us to comprehend the material
thoroughly and without his constant support, encouragement and guidance, we could not have successfully
achieved our task.
No words of gratitude can express our love to parents, without their deep love, affection and sacrifice we are
unable to achieve any success in our life.
We really hope all that we learned during the classes surely help us in developing ourselves better individuals,
both, professionally and personally.

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ABSTRACT:
This paper provides an overview of the global beauty care products industry at the beginning of the XXI
century, tracking product categories, main geographic regions and mass/premium cosmetics segments. The
study presents annual trend analysis that highlights market size, industry dynamics, consumers attitudes
and new ways of engaging with beauty shoppers. Worldwide market for cosmetics and toiletries products
was severely affected by economic downturn, but with the global economy recovering, this market is
projected to witness a significant growth. Rising consumer income and changing lifestyles drive the global
beauty market. This growth is driven mostly by richer, ageing baby-boomers and increased discretionary
income in the West, and by the growing middle classes in developing countries (China, Brazil) which are
turning into huge, emerging Markets. These emerging markets, still in its embryonic stage, offer great
potential for value growth thanks to rising disposable incomes and growing consumer demand for better
products. The cosmetic and toiletries producers face strong challenges and obstacles in their expansion in
these emerging markets, which hold strong growth potential in near future. One of the major reasons behind
the considerable growth of global beauty industry is the off-shoring of production units to cost effective
Asian economies. Emergence of new distribution channels like online retailing is driving the growth of this
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market. Increasing consumer preferences towards the use of natural cosmetic products is forcing the
cosmetic and toiletries manufacturers to change strategies according to consumer preferences.
Keywords: global beauty industry, global market for cosmetics and toiletries products
www.toknowpress.net.ISBN/978-961-6914-62-4/papers/ml13-365.pdf

INTRODUCTION:

We know that dressing up is part of lifestyle. We also know that as a parent, you are conscious about the
makeup items which your child is using, you dont want to be worrying about what your child is using.
Thats why we have created a cosmetic collection for females which are trendy, as well as safe, and long
lasting for them. Our DEL&DETTO Company survey and researched about product existing in
21stmarket are for short term beauty products, they are not made by chemicals which make
your lips shinny but later onwards its side effects make your lips dry, dark and redness. In
order to give you hot and gorgeous look we introduced you LIP-TALK product which is easy to
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carry anywhere and make your lips shinny after wiping LIP-TALK product. It is designed to give
your lips moisture, when your give touched with LIP-TALK product it give your personality
gorgeous look and mens around you wont staring you till you where been there and
therefore it is the product that feels you like moonlight star in the presents of your in the
party. We made this product with full take care of your lips because your lips are second thing
that attract mens towards you and give you convincing presentation as compared to other
candidates mostly mens your personality convinced you & your presentation would be just
formality. LIP-TALK product tested by U.S Food and Drugs Administration FDA (Cosmetics are
required to be safe when consumers use them according to directions in the labeling, or in
the customary or expected way. Product testing is just one of the things a manufacturer might
do to ensure the safety of a cosmetic product. Sometimes FDA conducts testing when we are
investigating possible safety problems with a product or as part of our research program. FDA
resources on cosmetic product testing are valuable to consumers and industry alike).

News | Science
Selections

All EHP content is accessible to individuals with disabilities.

A fully accessible (Section 508compliant) HTML version of this article
is available at http://dx.doi.org/10.1289/ehp.121-a196.

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Metals
Products

in

Lip

A Cause for Concern?

Humans have used cosmetics for thousands of
years. In recent years there has been growing
consumer concern that cosmetics may con- tain
harmful levels of toxic substances. For example,
in 2007 the Campaign for Safe Cosmetics
published a report drawing attention to the lead
content in lipsticks and lip glosses,1 and in 2009 and
2011 the Food and Drug Administration (FDA)
published its own findings on lead in lipsticks.2 A
new study in EHP once again turns attention to
metals in lip products, this time
reporting on levels not just of lead but also of
aluminum, cadmium, cobalt, chromium, copper,
manga- nese, nickel, and titanium.3
The researchers purchased
32 lip products and applied optical emission
spectrometry to determine their metal content. All
the products contained manganese, titanium, and
aluminum, with the latter two metals showing up
at the highest concentrations. Three- quarters
contained detectable amounts of lead, and in
nearly half the samples, lead levels were higher
than the FDA standard of 0.1 ppm for lead in candy.
According to the authors, neither price nor type of
product (lipstick versus lip gloss) affected the
metal concentrations.
Based on usage data4 reported by the Personal
Care Products Council (PCPC), a cosmetics industry group, the authors assumed the women ingested
all the lip product they applied each dayan
average
of 24 mg per day, reaching 87 mg per day in the
95th percentile. They estimated intake of each metal
based on the concentrations measured in the
products, then compared these estimates with
theoretical acceptable daily intakes that they
calculated based on a variety of public health goals
and reference exposure levels set by various
government entities. Given these estimates, they
concluded that if consumers usage was in the higher
range, they could be ingesting potentially hazardous
amounts of aluminum, chromium, and manganese.
Since many pigment names are derived from
formulations used in paints, such as manganese
violet, lead white, and cadmium yellow, it would
seem plausible that metals are intentionally added to
lip products to produce specific colors. And, in fact,
the two metals found at the highest concentration
may have been intentionally added by manufacturers, says Linda Loretz, director of safety and
regulatory toxicology for the PCPCtitanium via the
FDA-approved cosmetic color titanium dioxide, and
aluminum possibly through the use of additives that
keep colors from bleeding. But the bulk of the metals
found in the study are contaminants, Loretz

maintains.
Although lip products present an obvious oral route of
exposure, risk assessment data linked with cosmetics are
unavailable for these metals. By its very nature, this type
of exploratory research involves numerous assumptions.
But Loretz says the authors chose inappropriate
standards for predicting ingestion hazards. For example,
for manganese ingestion the authors used an inhalation
standard, and for chromium, they used a standard for
the carcinogenic hexavalent form of chromium, which is
not the form expected to be found in cosmetics.

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Loretz also objected to the comparison of lead

concentrations in lipstick to FDA limits for ingested
lead. And referring to the fact that several of the
metals (although not lead) are necessary nutrients in
trace amounts, she says, The cosmetic exposure
would be so much lower than food exposure. Even
the highest levels seen [in this study] were far below
the Recommended Daily Intake for these metals as a
nutrient.
With its reports the FDA reached a similar
conclusion, finding both times that lead levels in
lipsticks were within the range the agency would
expect to find in lipsticks formulated with permitted
color additives.2 FDA spokeswoman Tamara Ward
says, Lipstick, as a product intended for topical use
with limited absorption, is ingested only in very
small
quantities. We do not consider the lead levels we
found in the lipsticks to be a safety concern.
Given the assumption that metal contamination
is unavoidable, and because the cosmetics industry
believes the levels are safe, Loretz says the
industry has no incentive to try to reduce their
concentrations in lip products. In June 2011 the
PCPC asked the FDA to issue a guidance document
stating that lead levels under 10 ppm in lip products
are safe.5 The industry would like to have FDA set
levels for some of these metals to add some clarity
and [establish] the fact that they dont raise health
hazards, Loretz says.
But considering there is believed to be no
safe level of lead exposure,6 the Campaign for Safe
Cosmetics would like to see guidelines for lead in
lipstick set to correspond with the lowest detect-

7.

able levels found in laboratory tests (less than 0.02

ppm), says spokes- woman Margie Kelly. [Lipstick]
isnt the only exposure, but its a deliberate
exposure, Kelly says. There are companies making
lipsticks without lead. It can be done, so we think it
should be done.
Without actual exposure and body burden data, the
risk picture remains somewhat clouded. Senior author
S. Katharine Hammond, a professor of environmental
health in the University of California, Berkeley, School
of Public Health, stresses that the current study is
preliminary but says there is a cause for concern and
definitely a need for additional research. The big
message, she says, is the FDA needs to be paying
attention and protecting people who use lipsticks. Says
FDA spokeswoman Ward, While we have not yet had
the opportunity to conduct a thorough review of the
recently released UC Berkeley report, we will certainly
do so. We are also currently taking steps to evaluate
cosmetics for possible trace levels of heavy metals.

Valerie J. Brown, based in Oregon, has written for EHP since 1996. In 2009 she won a Society of
Environmental Journalists Outstanding Explanatory Reporting award for her writing on epigenetics.

REFERENCES

1. The Campaign for Safe Cosmetics. A Poison Kiss: The Problem of Lead in Lipstick. Safe
Cosmetics Action Network (Oct 2007). Available: http://goo.gl/71qW9 [accessed 7 May
2013].
2. FDA. Lipstick and Lead: Questions and Answers [website]. Silver Spring, MD:U.S. Food
and Drug Administration (updated 7 Dec 2012). Available: http://goo.gl/qT5mm
[accessed 7 May 2013].
3. Liu S, et al. Concentrations and potential health risks of metals in lip products. Environ
Health Perspect 121(6):705710 (2013); http://dx.doi.org/10.1289/ehp.1205518.
4. Loretz LJ, et al. Exposure data for cosmetic products: lipstick, body lotion, and face
cream. Food Chem Toxicol 43(2):279291; http://dx.doi.org/10.1016/j.fct.2004.09.016.
5. PCPC. Citizen Petition. Washington, DC:Personal Care Products Council (8 Jun 2011).
Provided to author by the PCPC.
6. CDC. Childhood Lead Poisoning and the Environment. Atlanta, GA:Centers for Disease
Control and Prevention (updated 17 Apr 2012). Available:
http://ephtracking.cdc.gov/showLeadPoisoningEnv.action [accessed 7 May 2013].

This looked into was conveyed by FDA and recognize how this lipsticks are

destructive for ladies' wellbeing and Leads towards a hushed executioner sickness
this is why remembering DEL&DETTO presenting an item LIP-TALK which makes more
advantageous to your lips and make you resemble a star in real -life.

8.

9.
10.

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11. SEGMENT
12. INTRODUCTION:
13.

Citing the words of Bonnie Gretzner (2007), If you don't understand the details about customer

segmentation, you're most likely letting customers--and sales--slip through your fingers, says one expert.
Nowadays, in customer-oriented era, companies attempt to break down markets into manageable parts of the
consumer groups and treat them according to the similar characteristic, which is called market segmentation. In
this sense, Geoff Lancaster and Paul Reynolds (2002) in the book of Marketing, state that increased
competition, better informed and educated customers, and constant changing demands, urge companies to pay
attention to segmentation issues. Segmentation has two approaches depending on who are your customers:
segmenting organizational market and segmenting consumer market. Below is presented a diagram of
segmentation of consumer market by Davis Jobber (Figure 1.0).
14.

BENEFIT
BENEFIT

PURCHASE
PURCHASE

BEHAVIORAL
BEHAVIORAL

PURCHASE
PURCHASE
BEHAVIOR
BEHAVIOR
USAGE
USAGE

PRECEPTION
PRECEPTION
CONSUMER
CONSUMER
SEGMENTATIO
SEGMENTATIO
N
N

LIFE
LIFE STYLE
STYLE
PSYCHOGRAP
PSYCHOGRAP
HIC
HIC
PERSONALITY
PERSONALITY
DEMOGRAPHI
DEMOGRAPHI
C
C
PROFILE
PROFILE

SOCIOSOCIOECONOMICS
ECONOMICS
GEOGRAPHIC
GEOGRAPHIC

Page 9 of 12

15.

16.
17.

DEMOGRAPHIC SEGMENTATION:
Demographic segmentation is deeper approach than geographic segmentation. It is concentrated on

age, gender, race, income, occupation etc. Demographic segmentation is as easy to define as geographic. It is
measurable as well and information can be accessible free. Advantage of demographic approach of
segmentation, let us say age, is ease to make a profile of an age segment and according to that decide which
strategy of communication and creative approach will be the most appropriate. On the other hand, similar to
geographic segmentation, not all the customers in the same demographic range necessarily have the same needs
and wants.

18.

19.

INGREDIENTS:
Our product is made from finely ground minerals. It is healthier because it doesnt have the

preservatives and fragrances found in most other makeup products. It is the best solution for all females
(including mothers) who are worried about what cosmetic product they should allow their kids to use, to satisfy
their makeup lust.
20. It also contains various ingredients which makes our product unique:

5 percent of humectants which increase water content, help prevent cracked skin and reduce skin

irritation like urea or glycerin

Dimethicone, which helps prevent drying and makes the product last longer
Lanolin and cocoa butter soften, moisturize and protects lips
Sunscreen, to protect your lips from sun damage.
Ceram ides (fats that help retain water)

21.

CHANNELS AND LOGISTICS:

Famous malls of Karachi e.g. hyper- star, KDA markets, and Dolmen mall will carry our product because

we are targeting the upper classes.

General super stores and marts for e.g. Imtiaz and Chase will have our product available because it

carries a number of potential customers from our target market.

Online and doorstep delivery will also be available making reachable for everyone.

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POSITIONING AND PLACEMENT:

22.

23.

24.

Using product differentiation we are positioning Lip-talk as the best organic lipstick which is

available easily in sachets at the best price .Our marketing will fill focus on the special organic formula
the lipstick is made of and the harmful ingredients that are eliminated. According to the researched
conducted by Aleksandra opaciuk and Mirosaw oboda, according to them people are most likely to
buy their cosmetic items from Super/Hyper store with comparing different product and their prices.
There are researched done by Aleksandra and Miroslaw, in which they are showing the data start from
2000 to 2010 and showing the customers buying behavior.
25.

26.

Distribution

27.

2000

28.

2005

29.

2010

channel
30. Non-store

31.

10.0

32.

14.0

33.

16.1

retailing
34. Drugstores
38. Department

35.
39.

13.1
13.3

36.
40.

12.4
10.6

37.
41.

12.8
9.5

Stores
42. Beauty

43.

13.9

44.

13.1

45.

13.4

specialists
46. Super/Hypermar

47.

25.6

48.

26.0

49.

26.9

53.

21.3

kets
50. All others
51. 24.1
52. 23.9
54. Source: Barbalova 2011, Moulin 2012, Euromonitor International.

The market share of the non-store retailing channel is gradually increasing. This channel includes direct
sale and sale over the internet. Companies relying on direct sale managed to create a powerful sales
network, especially in the fastest-growing emerging markets. It was, to a large extent, enabled by the
characteristics of the new customers who are just entering the market, expecting professional advice,
analysis of their needs and support in choosing the right products.

55. According to the research conducted, therefore we selected Non-store retailing, Super/Hyper markets
and E-market platform. There are many advantage and disadvantage selecting E-market place.

Advantage: advertisement expenses cutoff, feedbacks, easy to reached target customers, technological

edge and so on.

Disadvantage: lot of customers, hacking issues, technological edge and etc.
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ADVERTISMENT:

56.

57.

Our product lacks recognition and so it very important for us to make sure

everybody recognizes it and to do so we have to invest heavily in the advertising.

By integrating our point of differentiation and positioning in newspaper like

Express, Quami, Jang we will reinforce the brand name.

Our advertising agency would help is by choosing appropriate local channels and
timing to reach our target market before and during introduction. Therefore,
advertising will appear on a pulsing basis to maintain brand awareness and

communicate that our product is for everyone especially the middle class.
We would use sign board to communicate and aware people especially in those
areas of Karachi where the density of upper class population is high.

58.

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