NAME: UDUPA,ROHITH RAGHAVENDRA

BANNER ID : @03904977

Simulation: Marketing Mix Plan

Summary:

HOLDEN EVANS PRODUCT – “ BLYTHE SKIN CREAM”

Facing declining sales

To Fix this, VP of mark new overall marketing strategy, including target market and
positioning.

Marketing mix to support relaunch of BLYThe Skin Cream

About BLYTHE SKIN CREAM:

 Made from special set of unique secret ingredients.
 High quality cream.
 Affordable price.
 Not sold well due to poor marketing efforts.

GOAL:
 High quality skin cream.
 Affordable price.
 Target market: Teenage Girls.
 Selling Point: Keep skin looking healthy and beautiful and to help teenage
girls develop a proper skin care routine.

PLACE IS GIVEN:
 Product
 Price

Place : Grocery Stores, Drug stores and teen-oriented stores across the promotion.

Question 1: Which is the best starting point for your marketing mix decisions?
Soln: Choosing option 3 PROMOTION
Firstly I would promote the cream to the market by providing free samples to the teenage
girls where they would use the product first and then provide a feedback by their social media.
Once we get a positive feedback(Why positive feedback is because skin cream varies for each
person depending on their skin) then I would go ahead with the pricing depending on the
market value for the same product and fix a price which is mainly affordable for teenage girls
since they have to buy the products with their pocket money.

Question 2: What elements should you include in your analysis?

Soln: Choosing option 3 The advertising and promotion strategy for the product.
 Here the main attraction for the teenage girls is the design and the looks of the product
and by whom the product has been advertised. So I target on the movie actress and promote
the product through her facebook and Instagram profile. Then I would target the television
actresses so that even the teens middle class people also would have an idea of the product.
By organizing a contest about the product in media newspapers also would attract a lot of
teenage girls. By doing this I would get a feedback of the product and also about what pricing
these teenage girls would prefer.

Question 3: Make a decision on the best formula for Blythe?

Soln: Once we decide on the strategy we start developing the product depending on the cost
as we are providing free samples. We need to cover up the free sample cost so we provide the
same as a one time apply in order to get the feedback for the people who uses only once.
Moreover we work on how the product helps in medication purpose also like tan removal.

Question 4: Based on what you learned from your focus group, what is the best packaging style?
Soln: Choosing option 3-Package Blythe in a hot pink box. Print the slogan "Bring out your
outer beauty." across the top in black letters.
Reason: Pink being the most common favorite among most of the teenage girls, we design
the product box in pink and which is more attractive than any other product. With the slogan
saying “Bring out your outer beauty” , any teenage girl would always want to look the best
and would do anything for it. So putting up a slogan would obviously encourage the girls to
buy and product even more better way.

Question 5: what is the best price to be kept for the product?

Soln: Choosing option 1-Penetration pricing: an initial low price to capture market share
and gain a high volume of sales.
Reason: Since we are targeting on most of the teenage girls we prefer keeping the price at a
minimum low price in order to grab attention of the girls with the price tag too. Moreover
they would have a large sum of money , they would preferably buy a product which is of
lesser price and more effective and value for the money spent.

Question 6: how best to promote Blythe to the target market?

Soln: Choosing Option 3- Electronic media – company web site plus other online advertising
allows broad promotion of your product. Costs are increasing, but still low.
Reason: Electronic media has been one of the most fast growing networks of marketing.
Most of the teenage girls have a cell phone and specially the clothing applications or
cosmetics application where they look for different products. If we market our product on
these platforms it would be much more easier for us to reach out to the maximum number
of teenage girls and would be more profitable as we can gain high volume of sales as we
have already kept the pricing also very low and reasonable.

Question 7: Which is the best option to be chosen for marketing Blythe Skin Cream?
Soln: Choosing option 3- Marketing is "promotion," so that is most important. You cannot
sell an item if consumers are not made aware that you are selling it.
Reason: As we all are aware that we are targeting the teenage girls for selling the product,
we best choose to first promote the product to the market and make sure the product is
reached to every teenage girl possible since we have priced the product also at an
affordable price.