Utip: The First Teen Natural Cosmetics Brand in Thailand

Executive Summary Utip is one product under Health product, personal product of Osotsapa. Utip, the first Teen natural cosmetics brand in Thailand, launched the ‘Utip Cosmetics’ the first-ever completion cosmetics brand with benefit from natural and flower extracts for teen aged. At the launching event was held at Siam Center, Utip also announced its investment over 100 million Baht to open the new market segment on natural cosmetics for teenagers. The company expected to get 10% market share from teen cosmetic market within first year and planned to be the Leader on Teen cosmetic brand by the next 3 years with market share over 25%. And now, Utip would like to be superior than before. This project will provide you the important analysis. Firstly, situational analysis which will emphasis on market analysis to remind you the target market, PESTEL and specific area we would like to access. Competitive analysis also presents you how competition is in this market and also the competitors’ directions. SWOT is included in this part also to analyze internal and external factors. Secondly, market strategy will provide you the mission, objectives, target market, positioning, brand mantra, and marketing mix which is the important part in this report. We provide each of marketing mix in details which will tell you how to implement the promotion and the attractive methods to convince the target customers based on the survey information. Thirdly, financial projections, in this part, we calculate the expenses of using marketing strategy, fixed cost, variable cost, break-even point, and sales forecast. Lastly, implementation controls, this part will explain you via Gantt chart and contingency plan is also given. With this project, the objectives of Utip will be responded by many creative marketing strategies with supporting models and relevance information from survey. So, we think that this report will help Utip reach its goals.

Situational Analysis
MARKET