Chala Jamison
December 18,2019
Marketing 1103
Professor Gonzalez
Marketing Plan Chart
| ObjectivesCreate a stronger social media presenceTeach the company how to promote themselves on instagram to increase sales with new customersCreate a stronger presence in the communities where each store is located | Where are we now?Honey has 4 locations in NY (Dyckman Heights, The Bronx, Queens, and Brooklyn)Honey has a few locations in MarylandHoney has most sales on Fridays, Saturdays, SundaysTheir website and instagram are not well developed and do no display all of their products and servicesMost customers are black women and women of color | Core Brand ValueThe owner wants to educate her customers, and make sure they are not intimidated by many optionsCommunityAccessSimplifying the process of buying cosmetics |
| Competition Larger cosmetic stores, such as MAC, Sephora, UltaOther cosmetic stores have high online sales | Target AudienceThe people in each borough across NYA wider range of young women that are more diverse | ChannelsInstagram |
| TimelineOne year | Marketing Budget$12,000 | Key MetricsAt least 1 post per dayAt least 100k followersDouble online sales |
Marketing Brief
Honey Cosmetics, is a cosmetic store that is located in NY (Dyckman Heights, The Bronx, Queens, and Brooklyn). They also have a few locations in Maryland. Honey Cosmetics was founded in 2006 by Azalee Jones. The brand is focused on educating her customers about her products, and delivering complete customer satisfaction, Jones has developed services that alleviate the primary concerns for those new to makeup. She specializes in training customers who are intimidated by the overwhelming number of makeup choices and applications, by simplifying the process. Azalee wants to keep the store accessible to the community.
Due to the fact that there are only four locations in NY and that the company has not tried to add more stores, it is not very well known.The website does not have a strong image and does not make it appealing for consumers. There are also very limited products posted on the website. They need to enhance their imagery. Additionally, their instagram page is lacking posts and followers. They only post approximately once a month. Honey does not use the “story” feature, they do not use the page to sell products, and they do not take advantage of advertising. The company has relied on word of mouth to do their marketing. It is usually only known by customers that live near the location.
I recommend that we create a stronger social media presence by teaching Honey how to promote themselves on instagram in order to increase sales with new customers. Our goal will be to create a stronger presence in the communities that each store is located in. We will measure this for one year and Honey will post at least one post per day, to gain at least 100k followers, and double their online sales using instagram.
Client Information
Name of Business: Honey Cosmetics
Years in business (year started) 2006
Address of HQ Livingston, Brooklyn
Address of business Location(s) Livingston , Brooklyn
Type of business : Cosmetic business
Product or services offered: eyebrows fill in services and sell eyebrow makeup.
Type of Industry : Beauty industry
Average Sales : $ 1,200 a day
Number of employees: 9 people
Number of salespeople: 7 people
Marketing structure…Do they have anyone in charge of marketing and advertising?
Primary method of selling (online, in person, telemarketing, other – get percentages) In store is the primary selling method.
Best sales month (Why?) June summer time the more customers that want to come to and get makeup done.
Worst Sales month (Why?) The worst sales month January it’s snowing no one wants to come out .
How much repeat business do they get (%)63 percent most of clients are sales
Website url (and purpose of this platform) www honey cosmetics.com
Facebook page url (and purpose of this platform): Honey cosmetics
Twitter page url (and purpose of this platform): Honey Cosmetics
Instagram url (and purpose of this platform): Honeycomestics
Name of their 3 biggest competitor. Sephora, MAC , Ulta beauty
SWOT Analysis
| Strengthshas many local customers in need of cosmetic adviceLocated in diverse areasOne in each borough (besides Staten Island)Already has a website and instagramLocated near lots of transportation | Weaknesseslimited locationsPoorly developed websiteRarely posts on instagram Relies on word of mouth marketing |
| OpportunitiesGrow to have more locationsGrow sales Social media is cheap and affordable to maintainMore exposure | Threatsthere are many other stores like mac that are more known Companies have more internet consumers |
Honey Cosmetics has expanded on social media. Things that will improve honey cosmetics social media is if they add images of women dressed up with make up done that would be great for advertising. Also Images of different races getting makeup done so the potential customers will not be only thinking it’s only for African American women. This will work because women of different races won’t have to worry about if the makeup will look right on their skin color. Ages of women 16, 40, 53 should be used as a model and they should be able to get full face makeup done by honey cosmetics. One used an example for prom to give customers the idea to come to honey cosmetics for prom . For special occasions and getting your full face done you will receive a free makeup with samples . If you make an account for honey cosmetics you will have a free makeover after your 5th makeover .
I discovered that honey cosmetics were not marketed very well on social media. I recommend that honey cosmetics post images of clients of different age groups . To also post images at least once a day so people can know what honey cosmetics is offering. Also in the post it should offer promotions such as get a free makeover after you have visited 5 times . The Sales will go up 40 percent . This will have customers running into honey cosmetics because many will see the great artist talent that honey cosmetics offers.
