COTY’S MARKETING PLAN

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Coty’s Marketing Plan

Social Media Marketing- BUS 297D

December 16th, 2017

Attri Farahzadi

San Jose State University

Lucas College and Graduate School of Business

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Table of Contents

Business Recap 3

Target Market 5

Current Target Market 5

New Target Market 6

Current Advertising 6

Youtube Subscribers 7

Instagram Followers 8

Facebook, Twitter, and Linkedin 8

New Advertising 9

New Ad Proposal 9

Experiential Marketing Proposal 10

Mobile Applications 11

Billboard Design 11

Brand Strengthening 12

Competitor Marketing 12

Unilever 12

L’Oreal 14

Timelines 15

ROI 16

Academic Recap 16

References 17

Appendix 21

Coty’s SWOT Analysis and Target Markets 21

Coty and Competitor Social Media Presence 22

Competitor Financial Information: Unilever’s Marketing Budget 22

Unilever #SpeakBeautiful Social Media Marketing Campaign 22

Maybelline Traditional Marketing 23

Competitor Financial Information: L’Oreal Marketing Budget 23

Youtube Subscribers and Instagram Followers 24

New Advertising 25

Mobile Applications 26

Billboard Design 27

Timeline 28

Coty’s Marketing Cost and Net Revenue 28

ROI Calculation 29

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Business Recap

Coty, the third largest beauty company in the world, has an iconic portfolio of more

than 77 brands across fragrances, color cosmetics, haircare, bodycare, and skincare. With

agreements between global companies like Unilever Cosmetics International and Procter &

Gamble's (P&G), and acquisitions of influential brands such as OPI, Coty is expanding and

growing quickly in the industry. Coty hold the number one, two, and three positions in

fragrances, haircare, and color cosmetics respectively. Below is a brief company SWOT

analysis based on Coty’s current state. (See Appendix)

Strengths

Coty has a highly balanced leadership team consisting of experienced and diverse

executives from Coty, P&G, and external hires. Each division (luxury, consumer beauty,

professional beauty) has its own team responsible for the end to end consumer experience

while making decisions based on the consumer’s best interest. This structure makes us to be

more category-focused and consumer-centric. Additionally, the broad scale of the company

allows us to aim to multiple targets and our powerful brands have a long standing good

reputation around the world, which accounts for most of our net revenue.

Weaknesses

While our sub-brands are well known in the industry, our brand “Coty” is not

recognized by consumers. We need to develop more brand awareness and gain loyalty from

current power brand consumers, in addition to leveraging the same audience to introduce new

sub brands into its product mix.

As a global company, foreign currency contracts and exchange rates often influence

our revenue. For example, in fiscal 2016, we suffered net income reduction of $75.6M dollars

($232.5 to $156.9) primarily due to loss on foreign currency contracts and locking in an

exchange rate for the sale of their products at a future date and not requiring any upfront

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payment.

Another weakness to be addressed is “Continuously changing distribution channels”.

The trend towards consolidation of stores in the retail industry such as Macy’s, JCPenney,

and Sears, as noted by TIME, has been detrimental to us over the past few years and

continues to be a problem that results in less stores selling our product. This also gives more

control to key retailers who now have a higher percentage of retail locations and control of

distribution channels, which have increased their bargaining strength. We expect that we’ll be

able to solve this problem and expand our distribution channels through our acquisition of

P&G brands.

Opportunities

The rapid growth in beauty industry provides Coty with the best environment to

expand our business. In 2015, U.S. prestige beauty industry reached $16 billion which was a

7 percent increase over 2014 sales.

Also, the use of the internet, beauty applications and mobile purchases have grown in

the beauty industry. As millennials become the main consumers, places such as websites,

social media platforms, Youtube, blogs, and mobile apps are primary engine for exposure and

marketing. Consumers heavily rely on “word of mouth” through all these social media

platforms. They use beauty applications to virtually try on products and analyze their own

skin, and purchase products. As a result, building and maintaining a strong presence in social

media platforms is crucial to capture the most engaged consumers. We are looking forward to

develop more in these areas.

Threats

Although the industry is growing rapidly, there are some threats that we still need to

face. The change in tastes among consumers is slowly appearing. Consumers tend to take

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more interest on organic and natural products. With the new cosmetic regulation and anti

make-up movement, we need to be on top of these trends as well.

Also, as mentioned earlier, E-commerce has been growing recently. Yet, we are really

weak in this area compared to our competitors.

Target Market

Current Target Market

Because we have many sub-brands, there are many segments that Coty targets. Our

“power brands” enhance the three beauty segments that we compete in and ultimately receive

the most money from the marketing budget. Examples of these power brands include,

Rimmel, OPI, Philosophy, etc. Although each sub brand has their own target market,

generally we target both male and females consumers across all incomes, ages, and

geographic locations. Therefore we will use OPI as our marketing plan example. Given that

the OPI use case proves to be successful, we would like to approach to our other brands with

the same strategy.

OPI targets women between 22 and 32 years of age who are fashion forward, social

butterflies, and care about their body image. They are typically middle class (post bachelor

graduates) with an annual income between 42K and 125K. When it comes to shopping, they

are willing to try different new products, rely on word of mouth, follow youtubers, bloggers,

and celebrities. The media they use are Instagram, Facebook, Youtube, Mobile applications

and online shops. (See Appendix)

New Target Market

We believe that this main group is the perfect primary target market for us at OPI.

Yet, besides the main target market, we also looked at secondary and tertiary target markets.

(See Appendix)

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One group is women who age 33 to 45. The differences between this group and our main

target market is that they are more confident with their job status; price won’t be the main

consideration for buying decision, and instead of heavy use of diverse social media platforms,

they tend to use fewer platforms such as LinkedIn, Facebook and Youtube and spend more

time with mobile applications and fashion magazines. The other group is young high school

or college girls. Their spending allowances come from their parents or part time jobs, so price

will be their biggest consideration. This group of girls tend to be popular, cute, and fancy

among peers. They are heavily social media users. (including Snapchat, Instagram, Facebook,

and Youtube)

Current Advertising

Currently Coty is not involved in traditional advertising of any of its power brands.

We had studied current marketing strategies of OPI and have applied different approaches to

Cotys marketing plan.

OPI has teamed up with various celebrities in order to sell their products to a specific

niche. The collections are named after the artist and expresses their work and personality.

Justin Bieber, a Canadian singer, was one of the first to release a celebrity nail polish

collection for OPI followed by the Kardashian klan and Nicki Minaj.

Youtube Subscribers

Coty Inc did not have any active Youtube pages for this we had considered OPI as a

case and proposed improvements to Cotys Youtube page.

OPI has 36K Youtube subscribers, which is very low for a top brand. We had

compared OPI Youtube page with local Youtube page of Cutepolish, whose freelancers that

represent Cutepolish have more than 1M subscribers. This Cutepolish provides nail designs,

nail art, and usage of different types of nail polish for nail designs.(See Appendix)

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OPI has recently posted our Spring 2017 collection of American fashion designer,

Jeremy Scott before a nail design fashion show. This show includes an amazing video shoot

that covers the nail designs of models before the catwalk, but OPI could only pull the

attention of 1,200 viewers when the video was posted on Youtube. This indicates the right

content is not posted at the right place in the right way. In this to attract our viewers, we need

to create videos that have more impact and gets our target markets attention. For example,

naming the video as “How to get nails designs like a model” would have attracted more

users.

Recently OPI released the Washington DC collection endorsed by Kerry Washington.

The OPI official page and Youtube ads for this collection do not have much information

provided about product description except for the videos and images of new nail polishes. In

contrast, a video posted by a freelancer on Youtube clearly explained the 12 polishes within

the collection, how it appears on 1st coat, 2nd coat and how to use various colors for various

designs. The detailed videos posted on Youtube have attracted more viewers than the OPI

videos.

Given these three cases, we propose to create an official Youtube page for the Coty

brand. The page will consist of three sections: color cosmetics, fragrances, and

bodycare/skincare. In these respective sections, we plan to post information on newly

launched products and their advantage over existing products The user content posted should

be more related to consumers versus showing skinny women videos showing off their

makeup.

Instagram Followers

OPI has 1M Instagram followers compared to Nailartclip’s 2.2M followers and

Nail.artists 3.7M followers on Instagram (See Appendix). The key difference is that OPI does

not post any user participation content. Most of the content is related to product display.

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Given this information, we propose to improve Cotys Instagram page by posting

pictures related to its product usage. For example, in the case of its Wella Professional hair

products, we will post short clips related to how to create different types of hairstyle designs,

each having a 20 second clip. Moreover, we will continue this method with OPI and other sub

brands and post how to nail design videos that again, last between 20-30 seconds. These short

clips will accommodate to our target market and the decreasing attention span of users who

don't want to spend a great deal of time looking at how to videos but instead, strictly getting

to the point.

Facebook, Twitter, and Linkedin

OPI has good presence on Facebook and Twitter consisting of 1.8M and 293K

followers while Coty USA has 13K followers on Facebook, 10K followers on Twitter, and

surprisingly 115K followers on Linkedin (See Appendix). Coty posts information about its

mergers and acquisitions actively on Linkedin , which has resulted in Coty’s 115K followers

on that platform.

Given the above information, we should improve in a similar way with our Facebook,

Twitter and Linkedin pages focusing on posting consumer interest based content and

continuously updating news on acquisitions and mergers.

New Advertising

Emotional marketing plays a key role for big brands. Since Coty wants to compete for

consumers through emotional engagement, they need to invest in emotional storytelling.

Reinforcing and nurturing an emotional context within consumer minds in every aspect of

their content strategy is essential.

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New Ad Proposal

A working women starts typing a document on her desktop. While typing she looks at

her fingers (stops typing), and shows an expression of sadness and low confidence, indicating

that she feels she is not beautiful. When she goes home, her roommate gives a surprise gift to

her. When she opens the gift, she finds a set of OPI nail polishes.When her friend starts

putting nail polish on her nails, she tells her friend that she does not like the nail polish but

her friend insists and applies the nail color on her fingers. The main character and her friend

will both have matching designs on their nails and starts taking selfies to post on social

media.

The next day when the women starts to work at her office, she feels herself more

confident because of her beautiful nails. She even prepares her office reports on time and

receives positive recognition by her boss.

Once the women is appreciated by her boss, she feels more confident about herself.

After this scene, we close the commercial with a caption that says, “OPI by Coty - “It’s not

just a color, but it’s confidence added to your day” (See Appendix).

Experiential Marketing Proposal

To emotionally get connected to consumers we propose the marketing campaign,

Explore the beauty inside you. The concept of this campaign is to make women feel beautiful

and confident by creating an emotional relation with our brand.

We are also proposing a simultaneous campaign in 25 states in the USA where we

choose 4-5 women between the ages of 20 to 30 from population dense states like California,

Texas, New York, Florida, etc. We invite these women to our shooting room in each

respective state. First we will tell them to close their eyes and make them think that we are

putting makeup on their faces and during this entire process the participants are not allowed

to use mirrors. In reality, we will not apply any make-up to their faces but instead, we will

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use plain brushes with fragrances to create the perception among the participants that we are

really applying makeup on their faces.

After the process is done for 35 minutes, the participants will open their eyes and we

will tell their family or friends to tell them that they look fabulous with this makeup (when in

reality we did not put any makeup on). Now the women are given clear instructions that they

are not allowed to use mirrors for the rest of the day and we will follow them to their work

secretly shooting the video. We will see that the participants behave more confidently after

they are praised by their friends and family, and would carry that confidence to their

workplace or whatever environment they plan to go to after the “makeup session”.

At the end of the day, we will speak with our participants about how they are felt after

the session. We anticipate participants to share feedback that they felt happy because they felt

beautiful and confident. Then we reveal the truth behind the experiment and tell the

participants to see their beauty in mirror and find themselves that there is no makeup. All the

participants laugh and we explain them that the real beauty is your confidence and you need

to explore that beauty inside you.

After this campaign, we will post the consolidated video of these people tagging them

as Miss. Coty California, Mrs. Coty Washington etc., on our official pages on Instagram, You

tube, Vimeo, Twitter, Linkedin, Snapchat, and Photos at Pinterest. This campaign will be

extended further to all the states to show all these different women feeling naturally beautiful

and letting them to post their official pictures on Instagram and Facebook once they find

themselves on our social media platforms. Our Coty team will be actively participating with

them by continuously replying to the pictures posted. During the execution of the marketing

campaign we will also plan for future campaigns that tie into the same messaging as the

Explore the beauty inside you campaign.

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Mobile Applications

To be available to provide information on each and every sub brands we release, Coty

should be available to customers at the touch of a button. For this reason, we are proposing a

mobile application where we provide all the news related to our new product launches and

new acquisitions. All the Coty power brands products will have descriptions along with links

to power brands official websites. Customers are also given the opportunity to write reviews

of the product and provide any feedback for product improvement. Short tutorials on usage of

products and comparing new products with existing products will also be posted.(See

Appendix)

Billboard Design

With our new campaign, Explore the beauty inside you, we are proposing new

billboards available in different colors of Cotys butterflies. A women looking at our Coty

butterfly represent natural beauty and with our products, you can explore the real beauty

inside you. These billboards will be placed in urban city locations where we can attract a

large number of people. The main goal of these billboards is to create awareness among the

people about Coty brand. (See Appendix)

Brand Strengthening

With this new marketing strategy, we would like to humanize our brand and create an

emotional connection with our consumer. We want to reduce the relational gap between

consumers and Coty, and develop more interaction between them. Our proposed plans are

also created in a way that or marketing plans are more interactive rather than simply showing

our products in stylish way.

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Competitor Marketing

Coty’s top two competitors are Unilever and L’Oreal. While each are different in their

own way, all companies have historically invested in social and traditional marketing. A

common trend among Coty and it’s competitors is the growing pressure of digital technology.

Unilever

In 2015, Unilever, spent 8 billion dollars on marketing (See Appendix). While

consumer-led growth is generated through a variety of platforms, Unilever notes how social

media marketing through different platforms is essential to how they influence shoppers in all

stages of the decision making process. An example of this is illustrated through Dove’s social

media campaign where users posted the hashtag #SpeakBeautiful to bring awareness and

boost self-esteem on Twitter and Facebook while encouraging women of all ages to take a

deeper look into how online words can have a deep impact on self confidence (See

Appendix). In comparison to Coty, Unilever is ahead in their presence in social media,

specifically Facebook and Twitter followers yet behind in how much content is being pushed

online on behalf of their sub brands (See Appendix).

Unilever also focuses on traditional marketing. An example of this is the commercial

aired for Dove's campaign for real beauty which challenges current stereotypes about beauty

among women and men. More specifically, Dove asked mothers of all ages to describe

themselves as an artists drew a sketch of them. Little did they know, the same artist asked

friends and family of the mother the same questions and drew a picture that was more similar

to the actual appearance of the mother. The idea was to show how self critical women are of

themselves and to encourage positive body image and self esteem. In comparison to Coty,

Unilever is neither ahead nor behind of Coty’s traditional marketing. One space for

improvement that Coty can work on to remain competitive with Unilever is to be more

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transparent with their marketing principles on their website. Unilever has a webpage

dedicated to their marketing guidelines, what they value, and elaborates on responsible

marketing. This is something Coty has the opportunity to improve on. Additionally, Coty can

improve on tapping into the emotional side of consumers and leverage that to increase

awareness of their overarching Coty brand (See Appendix for billboard example).

Unilever is similar to Coty in that there are many popular sub-brands that represent

the overall Unilever brand in which some are power brands and each have their own way

advertising their products. Given this information, the best focus for comparison will be on

Dove as it’s similar to the power brands that represent Coty. Additionally, Dove has a target

market of women of all ages, shapes, and sizes, who come from middle and upper middle

class, and generally care about quality and reliability. These women typically lead busy lives

and want products that do the job in a timely manner.

L’Oreal

L’Oreal, Coty’s other main competitor and the world’s largest cosmetics and beauty

company, had a marketing budget of 7.4 billion dollars in 2015 (See Appendix), with the

majority of the budget spent on digital marketing. The most similar sub brand of L’Oreal that

can be compared to OPI is Maybelline. Their focus on thinking globally yet acting locally has

been reflected in the company leveraging social media marketing to have 61 different

YouTube channels across 39 different countries to appeal to all types of people to reflect the

one shade doesn’t fit all theme. L’Oreal focuses on different segments that make up their

target market and takes into consideration the cultural differences of all their target audience.

Examples of social media marketing for Maybelline includes how to videos on YouTube and

the #YoursTruly campaign that celebrates true match foundation accommodating over 98%

of the UK’s skin tones to promote diversity. In addition to L’Oreals Makeup Genius

application where users can virtually try on makeup, the beauty tips page, and the

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Makeup.com publication which sources all L’Oreal vlogger content that has over 900K social

media followers, L’Oreals main sub brand, Maybelline let freelance Maybellline fans, also

known as Babelline’s to post videos on how to apply Maybelline makeup so that it looks

seamless and natural.

Maybelline also continues to use traditional commercials, billboards, and print

advertising via magazine spreads (See Appendix). Recently, Maybelline came out with a

billboard that said “Never Fake it Again” and a magazine ad saying “Don’t mask me” to

promote natural beauty and accentuating one’s self with Maybelline makeup versus covering

up (See Appendix). This concept along with their natural, nude palleted commercials tie into

their overarching Maybelline tagline of “Maybe she’s born with it, maybe it’s Maybelline”.

Given this information, L'Oreal's primary target market (based on power brands relevant to

Coty’s such as Maybelline and Garnier) is women of all races between the ages of 16 and 40

who typically come from the middle class and care about their appearances and accentuating

natural beauty versus covering it.

When comparing Coty to L’Oreal, Coty trumps L’Oreal in social media marketing

strategies through use of different technical platforms however L’Oreal overtakes Coty in

online presence, especially on Facebook where L'Oreal has 24+ million followers versus

Coty who only has 13K followers on Facebook. (See Appendix)

Timelines

We divide our marketing plan into 4 sections in order to increase our brand awareness

step by step (See Appendix). The first step is to draw customers’ attention back to our social

media platform. Our Facebook page hasn’t been since October 2016 and the contents isn’t

relative to our customers anymore. Therefore, we will spend a month focusing on our fan

page by posting beauty related content and create a main Instagram platform as well. During

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this active month, we will also prepare for our new ads recording. After a month of intense

activity, we would like to release our new advertisement. This is a good time to release the ad

because by that time, we will have gained follower’s attention back to Coty.

The next step is to release our mobile application. Our mobile application integrates

different sections of products, which help customers know the different products under the

Coty name. When customers are using our application, they might increase interest in other

Coty products. At this point, they will be able to find out detailed information on our social

media platforms since we have already updated the information. The final step will be to

share our campaign and billboard. We believe that we will be able to catch more attention

through integrated communication.

ROI

The total cost for this marketing plan will be $368,460. This figure includes the cost

of the new advertisement (hiring a marketing team to make videos and paying additional

spend on Youtube and Facebook advertisement). By spending additional resources on social

media platforms, we will be able to target our target market. Campaign cost includes the gifts

for participants and video production. Billboard costs cover setting boards in 10 cities.

In terms of net revenue, the growth in 2016 net revenue of color cosmetic is 7%. Our

goal is that the net revenue will increase 10% after our marketing strategy. Therefore, it’s

estimated that our net revenue of the color cosmetic segment in 2017 will be $1702.25M and

the sum of the estimated marketing cost and the new marketing plan in 2017 will be

$1577.93M. We get approximately an 8% ROI. (See Appendix)

Academic Recap

We use the chapter of Social Community to find strategy connecting our original

followers from powerful brands with Coty. Also, by using this chapter, we get the strategy of

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using paid advertising to catch customers’ attention. The way we analyzed our Facebook

content was to refer to the Social Publish chapter in Tuten.

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Why Coty bought social content agency Beamly. Retrieved October 21, 2015, from

www.marketingweek.com/2015/10/21/why-coty-bought-content-agency-beamly/

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Appendix

Coty’s Overall SWOT Analysis

SWOT Analysis

Strengths

● Leadership Team

● Strength and scale of the company

● Multiple Target Audiences

● Power Brand equity

Weaknesses

● Brand Recognition

● Foreign Currency Contracts

● Continuously Changing

Distribution Channels

Opportunities

● Rapid growth in beauty industry

● Internet impact on beauty industry

● Growth of beauty app

● Mobile purchase drives cosmetic sales

Threats

● E-Commerce

● Changes in Customer tastes

● New cosmetic regulations

● Anti make up movement

Coty’s- OPI Primary Target Market

Secondary and Tertiary Target Market

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Coty and Competitor Social Media Presence

Competitor Financial Information: Unilever’s Marketing Budget

Unilever #SpeakBeautiful Social Media Marketing Campaign

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Maybelline Traditional Marketing

Competitor Financial Information: L'Oreal Marketing Budget

Youtube Subscribers

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Instagram Followers

New Advertising

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Mobile Applications

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Billboard Design

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Timeline

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Coty’s Marketing Cost and Net Revenue

ROI Calculation

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