Business PlanBusiness Plan

By Group 4By Group 4

Description• Dreamer Cosmetics Limited Liability

Company is our proposed business. It has a cosmetics research and development of professional technology and unique formula( 配方 ).Unlike the other brands, the products of Dreamer point at the male and female teenagers in university.

• As a commitment to meet the demand of adolescent brand of skin care, Dreamer always launches the new idea of “Skin care” .

• Our Dreamer now features in the series of products such as Clear pox （清痘） and Oil Control, which can bring girls meticulous （一丝不挂地） caress and help them through puberty （青春期） perfectly.

• Dreamer aims to make the consumer feel simple, fast and effective skin care methods. More importantly, Dreamer will try our best to make the female teenagers feel confident, be beautiful and live a happy life.

Global Environment

Global economic growth should increase over the next two years with continuing signs of improvement, according to the United Nations World Economic Situation and Prospects 2014 (WESP) report.

A slowdown in China has been stabilized and growth is expected to maintain at a pace of about 7.5 per cent in the next few years.

According to the China Statistical Yearbook 2012, by the end of 2012, the number of students in colleges and universities to 2536.5647 million.

Because of chasing of fashion, self-expression of love, or because of the need of communication, various parties, and other campus life, and also shaving and other realities demand, university students are beginning to use a variety of cosmetics.

The proportion of college students living expense between 200 to 500 RMB per month is 34.7% ; 501 to 1000 RMB per month is43.1%; 1001 to 2000 RMB per month is 15.1%; above 2000 RMB per month is 7.1%. We can conclude that contemporary college students’ purchasing power is enormous and stable.

Thus, there is a huge market in university for students’ great need of cosmetics.

According to the survey of a professional organization, female students of 15 universities in Beijing, Guangzhou and other cities, the average rate of mascara( 睫毛膏 ) is 89%, lip gloss has an average rate of 94%. The single-product price of 100 RMB cosmetics is its consumer focus, single-product price of 100 - 200 RMB cosmetics are also very welcomed by female students.

起步： 80 年代初 , 上海家化品牌垄断国内市场

发展： 1996-2002 年 本土品牌专业细分市场突围

Cosmetics is put on the skin, spray or other similar methods, spreading in any part of the body surface (skin, hair, nails, lips, etc.), in order to achieve clean, eliminate odor, skin care, beauty and grooming, purpose, daily chemical industry products.

Cosmetics is consist of basic cosmetics, beauty cosmeticsandcosmetics for special three parts.

(( 化妆品包括：基础化妆品、美容化妆品、特殊用途化妆品三部化妆品包括：基础化妆品、美容化妆品、特殊用途化妆品三部分。分。 ))

what is the cosmestic?

Industry Environment

the development of Chinese cosmetics industry

确立： 1898 年中国第一家现代化民族化妆品企业诞生。

起步： 80 年代初 , 上海家化品牌垄断国内市场

竞争： 1982-1996 年 跨国公司抢滩中国，土洋品牌泾渭分明

发展： 1996-2002 年 本土品牌专业细分市场突围

增长： 2002- 至今跨国品牌向中低端延伸，本土品牌向中高端跨越

Cosmetics industry in China started in the 1880 s. At that time, Shanghai jahwa brand monopoly in the domestic market.Until now, the cosmetic industry in China has made great progress. In brand development, our country's international brand extension to mid-range, local brands to the high-end across.

Industry Environment

• ( 从集团来看，欧莱雅、宝洁、联合利华、雅诗兰黛、资生堂处在前列，除了德国的拜尔斯道夫、联合利华、宝洁产品比较齐全外，有一些集团做的比较专业，尤其是奢侈品集团，例如香奈儿、 LVMH ，它们都专注于高端香水、护肤和彩妆 .)

From the group, oreal, procter & gamble, unilever, estee lauder, shiseido at the forefront of the development.Beiersdorf in addition to Germany, unilever, procter & gamble products relatively complete, there are some groups do more professional, especially in luxury goods group, such as chanel, LVMH, they all focus on high-end perfume, skin care and make-up.

The analysis of the cosmetics industry

( 从 1997 年我国大陆出现“彩妆”概念到目前，我国还没有形成一个具有真正意义的彩妆市场。在国外，彩妆市场一般占整个化妆品市场的 30% ，而在我国，彩妆市场所占的市场份额不及 10% 。 )

Appeared in China since 1997, when the concept of "makeup" up to now, our country has not yet formed a real significance of the cosmetics market. Abroad, cosmetics market generally accounted for 30% of the cosmetics market, while in our country, the market share of the cosmetics market accounts for less than 10%.

• ( 自美宝莲在 1995 年前后进入中国，有效地培育和引导了中国彩妆市场。目前的彩妆市场，除美宝莲在中低端市场一枝独秀而外，国内中高档市场其本被欧美、日系品牌占据。而本士品牌凭借价格、渠道优势在二三线城市也逐渐占有了一定的市场份额。 )

Since the maybelline before and after entering China in 1995, to nurture and guide the Chinese cosmetics market effectively. The cosmetics market, in addition to maybelline in low-end market outshine others, its domestic high-grade market was dominated by Europe and the United States, the Japanese brand. And in the brand with the price, the channel advantages in lower-tier cities also gradually occupy a certain market share.

Situation of college students choose cosmetics in China

( 绝大部分学生是美宝莲、雅芳、妮维雅、欧莱雅。使用或购买自然堂、美加净品牌的人只占小小的一部分。 )

Most of the students is maybelline, Avon, nivea, l 'oreal. To use or purchase natural hall, which account for only a small part of the brand.

Needs Unsatisfied

• As a university student,we can’t afford the cosmetics at high expense.

• But we need to clean and make up ourselves properly,preparing for formal occations such as interviews,presentations,business activities and etc.

Dreamer can help you!

Too expensive…

How to choose?

Top level brands like DHC,Dior are not suitable for us.

There are so many products for each brand,thus it’s difficult to choose.

Large chance for us!

Target Market --The Reason of our pri

ce position Our price position serves to expand effective target market .

Our target market is the young aged 14 to 26 ,who have the most need for our products.

It cannot be ignored that most youngsters live on their parents, not themselves.

Target Market

On the other hand ,our company focus on the study and practice of the makeup, especially those of which is suitable for the youngsters.

Target Market

Our product effects :gently and effectively comfort skin, improve the problems of skin sensitivity, allergy and so on . Deeply supplement moist and make skin soft and fresh.

Those are the reasons why we fix our target market on the young.

Product characteristic

Why we sale these products?

Our products is face to university students. According to our research we found that many students (girls) are like to have a base make up every day. It may make them look better and full of confidence. But all of our students are during the Puberty ( 青春期 ), Their face will grow blain blain. They face a lot of skin problems. Our products are aim to solve these problem in cheap and fast ways for them.

Our

product

series:

Skin care

products

Cosmetics

Moisturizing Series （保湿系列）

Shrink pores series （收缩毛孔系列）

Whitening series （美白系列）

Anti acne series （抗痘系列）

Men series （男士系列）

Light series （轻盈系列）Strong Concealer series （强力遮瑕系列）

Strong waterproof series （强力防水系列）

Sensitive skin specific series （敏感肌肤专用系列）

PriceThe price range of our product is between 20yuan to 100yuan .Compared with other brands ,it's price is properly lower .From the pricelist on the left ,it's not hard to find that our brand Dreamer is a economic and practical brand .

PriceFor example ,our facial cleanser are divided into

oil controling cleanser ,acne['ækn ]ɪ removing cleanser ,clear whitening cleanser .

Though it has various styles ,it's price is customer-friendly .

Target Market --The Reason of our pri

ce position Our price position serves to expand effective target market .

Our target market is the young aged 14 to 26 ,who have the most need for our products.

It cannot be ignored that most youngsters live on their parents, not themselves.

DREAMERDREAMERDISTRIBUTION DISTRIBUTION

PLANPLAN

Distribute Sample

•We will distribute sample in the University or the shopping mall, to make more people known our brand.

Launch in the market

•Sell in the Mannings , Watsons , Sasa ,Bonjour and so on……

Set up a mini shop in the universities

•For the goods mainly face to the students in the university, we want to set up some mini shops in the universities to convenient for the customers.

Sell on line•We will put our goods in the on line shop like Tmall , Jingdong , Amazon , Vipshop and so on……

Promotion• Because our target market are college students,

who spend most of the time in school, so we will be in the following aspects to promote our product .

• Hand out leaflets • To the dorm sales sample • Shopping malls counters products display and f

ree to use• Online advertising • Promotion at a discount in the holiday

• Hand out leaflets Hire college students as salesmen and sent the

leaflets in the universities .This will be a low cost and more effective method of promotion .

• To the dorm sales sample The salesman will send a sample to the dorm a

nd introduce the product .In addition, we will collect their opinions on products survey in 2 weeks.

• Shopping malls counters products display and free to use

We will show our product series and promoters in detail on the site in shopping malls counters and make the customer a free trial .

•Online advertising Because college students mostly li

ke shopping on the Internet, so online advertising is also one of our important promotion methods.

• Promotion at a discount in the holiday

For example, we will be in the girls' day and the women's day, May Day and National Day period to promote at a discount and distribute coupons .

Summary• Nowadays,more and

more make-up products rush into our sight.Some of the products can’t meet the needs of university students.Moreover,facing so many choices,we may be dazzled.Therefore,with such a low price and specific product line,we can see a bright future in Dreamer!

That’s allThat’s all Thank you for listeningThank you for listening