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ACKNOWLEDGEMENT
Thanks be to almighty Allah,
Omniscient, omnivores who bestowed
upon us the potential and ability to complete
this task last of work. Special thanks and appreciations
are very due to our honorable teacher, Mr. Naseer Rajputt who has
been 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 a
very 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 in
the time to come.
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EXECUTIVE 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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INTRODUCTION

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

Purpose
We 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. Medium
3. 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.

PRODUCT MIX AND LINE

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WHAT IS OUR MARKETING PLAN

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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,
PUBLICITY, PUBLIC RELATION, and special promotional activities such as
TRADE SHOWS and PRODUCT DISPLAYS are part of the marketing mix.
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MARKETING MANAGEMENT CONCEPT:

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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 concept
The 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 concept
Marketing 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 THE PRODUCT CONCEPT

AND OFFER HIGH QUALITY PRODUCTS AND ARE NOT
INTERESTED 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 STRATEGY
Promotion is the component of the marketing mix that communicates
information to potential customers. Decisions regarding,
ADVERTISING, PERSONAL SELLING, PUBLICITY, PUBLIC
RELATION, and special promotional activities such as TRADE SHOWS
and PRODUCT DISPLAYS are part of the marketing mix.

Novera cosmetics will maintain their consumer attention through

advertising on T.V, banners, newspaper and billboards, which reflect
celebrities, a symbol of high class and marvelous product.
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 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
BILLBOARDS and NEWSPAPER 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

concessionaires to maximize penetration, visibility and the
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

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MARKETING 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.

 BEHAVIORAL SEGMENTATION.

 GEOGRAPHICAL SEGMENTATION.

 PSYCHOGRAPHICS SEGMENTATION.

NOVERA COSMETICS DEMOGRAPHICAL 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 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 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 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

PERFECT 001.jpg
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