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Introduction:
Teenage life of any girl is the most crucial part of her life. This is the time of several changes. And these changes are both mental and physical. For these reason girls between the age of 13-17 have to have some special care about their body. During this time due to the hormonal changes girls trends to suffer from pimples and black heads and dark spots under their eyes. Every beautiful girl should stay beautiful especially at this stage of life. And to nourish the beauty of the tender aged girls most of the firms have failed to establish any products. Thats why our AURORA Cosmetic firm has planned to introduce a brand new product for the teenage girls name Persona skin care cream. This will eventually help them nourish their natural beauty with care.

Situation Analysis:
The 5cs of the Marketing situation analysis1. Company

Product line: The introduction of the new Persona skin care cream will add a new product to its existing portfolio. Image In the Market: AURORA cosmetic firm is particularly new to the cosmetic industry, which aims to target the niche market segments like the teenage girls. Technology and Experience: Being new in the market has some strength and weakness. New firms can have all the state of the art technology but it lacks the experience. In this case the ARURA cosmetic firm has gained substantial amount of experience gathering from lunching the previous produces following the niche marketing approach.

Culture: AURORA cosmetic firms primary concern has always been the safety of the end consumer. Thats why the firm has invested a huge amount in its research and development work. Ensuring strict quality has been the firms frit and foremost concern.

Goal: a) To provide world class cosmetic products to the growing market. b) To be the pioneer in the cosmetic industry. c) Become the trend setter.
d) Achieve sustainable growth trough equal opportunity of employment to the society.

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1. Collaborator:

Distributor: Recently for the new product- persona skin care cream the firm has planned to decorate and introduce new portion of the existing showrooms in prominent location and launch website especially for teenage girls.

Suppliers: AURORA cosmetics firm has a strong back bone of suppliers. From the inception is has given emphasis on the use of organic raw material keeping in mind about the environment and strict quality management

Alliance: In order to survive in the competitive industry AURORA has formed a local alliance with the local firms currently working in the same industry allowing AURORA to have its employees to share the work knowledge in order to compete against the large existing competitors.

1. Customers: Mainly the prime customers of the Aurora cosmetics are the ladies. For the product of Persona skin care cream the main customers targeted are the teenage girls who are just becoming beauty conscious and started to have some sort of skin problems. The market is huge and from the analysis it shows that the young girls being so conscious about their skin and product material choose to have a cream which serves all their needs. Especially something that is free from side effects. 2. Competitors: Potentially all the other firm currently working in the cosmetic industry is a potential competitors. After lunching the Persona skin care cream in to the niche market will give the firm a competitive edge. Niching lets smaller companies focus their limited resources on serving niches that may be unimportant to or overlooked by larger competitors (Philip kotler, 2010, p. 204). After launching the product the competitors will try to penetrate the segment but the lack of know how will give the AURORA cosmetic firm a competitive edge. By the time other firms penetrate the market AURORA will reach its breakeven point necessary for the product to survive in the market. 3. Climate: Currently in the market it is prevailing the best suitable time to launch the Persona skin care cream because its the time of beginning to summer school and young girls are very conscious about their tan line and

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obviously about the pimples. Adding more to that the current financial crisis have forced the bigger firms to take a step backward and rising cost of production and changed consumer behavior will help the Persona skin care cream an added advantage because of its small volume and low price. Government is now also giving special incentives to the small firms like the AURORA cosmetic firms. Which will eventually help the nation to regain its economic power.

The Marketing Objectives:

Achieve at least 15% an annual growth in the sales of Persona skin care cream. Promote health care activities through strategic alliance with health clubs, local dealers and retailers. By the end of year five achieve 20% increase in net sales through the sale of Persona skin care cream. Become the market leader of the targeted segment within the next five years. To be able to release various modified environment friendly products.

Target market and target audience:

For the Persona skin care cream the main targeted market is the teenage girls between the ages of 13-17. Girls between this age are at their beginning stage of understanding the tenderness and the vulnerability of the skin. Some numerical values would make the picture more clearTeen Shopping (30-day period) Shopping Malls/Centers Discount Stores Convenience Stores Apparel Stores Grocery Stores Drugstores Electronics Stores Department Stores All Teens 57.7 44.6 44.1 41.6 40.0 37.1 33.4 32.4 Teen Girls 67.4 52.6 45.7 53.7 48.5 43.8 29.1 41.8 Teen Boys 48.6 37.1 42.5 30.1 32.0 30.9 37.5 23.4 Ages 12-13 52.3 42.2 35.9 36.3 39.8 34.0 28.8 29.3 Ages 14-15 57.7 42.9 44.4 43.1 39.1 34.9 33.4 31.1 Ages 1617 63.4 48.9 52.2 45.6 41.2 42.7 38.3 36.7

Base: U.S. Teens age 12-17; Source: 2003 MRI Teenmark weighted by population

More to That Of Teens, 94% say finding the right size for apparel is the most important factor when it comes to choosing a retailer.

Name: Student Name: Unite Code: 4|Page Seventy-five percent of Teens look for the lowest prices and 73% go for frequent sales, reflecting that Teens are very cost conscious. Eight percent of U.S. mall shoppers are 14 to 17 years old. Teens 14 to 17 spend on average $46.80 per mall visit. They visit malls more frequently than any other age group at a rate averaging once per week, and also spend the most time per visit.
Sources: NPD Group report (3/18/04): Buying Habits of Teens and Tweens; ICSC Spring 2003

None of the existing cosmetic firms have entered in to this market. Girls of this age are very self conscious. They have some buying power of their own and have potential capacity to turn and ordinary firms in to a success story. If enough research is done in to this segment then it has more potentiality than just the skin care cream. Initially this skin care cream is the introductory product if enough positive response achieved then the firm plans to launch more products in to this market.

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References and Bibliography:

Pilip Kotler & Gary Aramstrong. (2010). Principles of Marketing. 13th Edition. Upper Saddle River, New Jersey: Prentice Hall. NetMBA.com[onlineAvailable from: http://www.netmba.com/marketing/situation/[Accessed: 9th August, 2011] . mpa The association of Magazine Media online. Available from: http://www.magazine.org/ASSETS/905DE1D985A04046ABAC7754572F1163/teenprofile04.pdf [ Accessed: 9th August 2011]