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COTY INC

Marketing Plan
Attri Farahzadi

Sowmya Kotha

Han-Hsuan Chuang (Sandy)

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Agenda
Business Recap & SWOT

Target Market

Competitor Advertising

Current Advertising

Experiential Marketing

Timeline

ROI

Academic Recap 2
Business Recap
3rd largest beauty company in the world

Over 77 brands across


Fragrances
Color cosmetics
Nailcare
Haircare, bodycare and skincare

Agreements and Acquisitions


P&G (40)
40 brands

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Business Recap - SWOT
Strength Weakness

Leadership team Brand Recognition


Scale of Coty Foreign Currency Contracts
Multiple Target Customers Changing Distribution Channels
Power Brand Equity

Opportunity Threat

Growth in Beauty Industry E-commerce


Internet Impact on Industry Change in Customer Taste
Mobile Purchase New Cosmetic Regulation
Growth of Beauty App Anti Make Up Movement
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Target Market - OPI

Gender Age Income Educatio Psychographic Buying Behavior Use of Media


n

Care Tryout Instagram


about Word of Mouth Facebook
Youtuber,
body Youtube
blogger
Female 22 Middle Post image Mobile App
Celebrity
| Class Grad.
Fashion Price Online-shop
32 42K
| sometimes
Extrovert
125K may be a
consideration
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Sub Target Market - OPI
Gender Age Income Edu. Psychographic Buying Behavior Use of Media

Care about Mobile App


body image Price wont be LinkedIn
there first
Fashion Youtube
consideration
Female 33 42K Post
| | Grad. Confident in Word of Mouth Facebook
45 125K up their status celebrity Fashion
Magazine

18 500 High Popular Price Snapchat


Female | | school, Word of mouth
Cute Instagram
23 1K college Celebrity,
Parents Care about Facebook
bloggers,
Part-time
image youtubers Youtube
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Competitor Advertising

2015 budget $1.5B $8B $7B

Sub Brand Comparison OPI Dove Maybelline

Target Market Women Men & Women Women


(based on sub brand) Ages 22-32 All ages Ages 16-40
N/A All shapes and sizes All ethnicities
Middle - Upper middle class Middle - Upper middle class Middle class
Care about physique Care about quality Care about appearance /
Single or engaged Lead busy lives natural beauty
Fashion forward Want products that do the job Maybe shes born with it,
Social butterfly in a timely manner. maybe its maybelline

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Competitor Advertising- Traditional Marketing

How does target market relate


to this?

Nicki Minaj OPI Commercial


- Use of bold colors
- Stand out
- Fake nails/wig

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Competitor Advertising- Traditional Marketing

Dove Commercial - A girl's


confidence starts with you
- Taps into the emotional side
of consumer behavior
- Brand perception

Redefining Beauty One Photo at a


Time
- Ties traditional with social
media marketing

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Competitor Advertising- Traditional Marketing

Foundation
Commercial
Consistency

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Competitor Advertising- Social Media Marketing

Growing pressure to use digital marketing

We celebrate and liberate the #MyBeautyMySay and Babelline how to


diversity of your beauty. Faster. #SpeakBeautiful videos
Further. Freer. need to have one Boosts self-esteem on #YoursTruly
consistent messaging Twitter Facebook, and celebrates diversity by
#COTYCares: philanthropic posts YouTube promoting the 23
about what good things COTY is Takes a deeper look into different foundation
doing need to focus on how words can have a shades that
diversity and self image deep impact on self accommodate 98% of
#COTYspotlight brings confidence the UK. Each shade is
speakers in to discuss various represented by 23
topics in business. How does this different ambassadors
tie into beauty? that promotes 11
diversity.
Competitor Presence (collated) in Social Media

Yes Yes Yes

20K 33K 2.8 M

10K (OPI 315K) 472K (DOVE 391K) 875K (Maybelline 884K)

13K 3.6M 24.7M

115K 2.2M 973K

- 5K 305K

150 (OPI 39K) 91K (DOVE 364K) 800K+ (Maybelline 1.2M) 12


Youtube Subscribers

OPI has only 36,058


Subscribers
Cutepolish has
2 million subscribers
Cotys Youtube page
should consist of reality
based nail tutorials
and in detail than
just showing design
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Youtube Subscribers (Contd)
Fabulous videos on Spring collection
are posted but very few viewers
Using tag words for videos to
Attract viewers attention- How
to get nails designs like Models

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Washington DC Collection
OPI

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Improvements on Youtube Page

Creating 3 segments of its market


Whenever a product is released
Providing informational videos on
product description under the specific
section
Showing videos about launches and
any modelling events organized by Coty

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Instagram OPI
3.7million 1million 2.2 million

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Instagram Page
Posting short clips on our COTY
INC
New product updates

Short clips on hair styles

Eye shades usage.

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Current Social Media Presence- OPI

Good presence in the

Social Media , and the

Posts are made on

weekly basis.

Facebook 1.8million

Twitter 293,000 only 20


Current Social Media Presence
(COTY)
Posting regular updates on Social Media
Pages is required . Only 13K followers 110K followers

Only 3K followers

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New Advertising

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New Advertising (Contd)

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New Advertising (Contd)
Cotys
OPI

Its not just a color

Its a confidence

added to your day

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Experiential Marketing
Explore the beauty inside you

Selecting 4- 5 women from 25 states of USA


Making them believe that they are looking fabulous after
our makeup - in actual no makeup is applied
Following them to their workplace and observing the
confidence built inside them
Making them aware the real beauty is confidence inside
them

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Experiential Marketing
Explore the beauty inside you

Tagging them as Ms.Coty California, Ms.Coty Arizona etc.,


and uploading the videos in social media
Creates an emotional connection between consumers
And brand
And this campaign should be further extended to all states
Making women to participate on our instagram page and
Posting their pictures as Ms Coty of their states

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Mobile App

Latest News
All brands
linked to their
respective
websites

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Mobile App

Users can write reviews, see others


reviews, share in social media their
favourite color, and view other
products

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BillBoard Design
Billboard design

COTY
Explore the beauty inside you

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Brand Strengthening
Emotional Connection with the

Consumers by humanizing brand

Brand recognition and reducing

the interaction gap between

Consumers and Coty


Timeline

Active Social Media platform New Ads Mobile App Campaign &Billboard
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ROI
Marketing Cost

New Ad (90 sec) : $8,660

Marketing video team: $8,250 ($5,000~$6,000 per minutes)

Youtube and Facebook paid advertisement: $410

Campaign: $4,800

Gifts for participants: $1,300

Studio cost (recording and editing team) : $3,500


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ROI
Mobile App : $270,000

Billboard (10 cities) :$85,000

Total Cost: $ 368,460

Estimated Net Revenue (2017 Color cosmetic): $1702.25 million

In fiscal 2016, net revenue of color cosmetic increase 7% 10%

Estimated Marketing Cost (2017 color cosmetic) : $1577.93 million

ROI (color cosmetic) : 8% ; $124.32 million


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Academic Recap
Social Community

Original Fans (Connecting power brands with Coty)

Paid Media ( Youtube, Facebook, Instagram)

Social Publishing

4 Types of content

#CotyBrand

#CotyCares

#Cotypeople; #CotyCareer
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Spotlight
Questions

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