Bella Signora Marketing Plan

Bella Signora[pic 1]

Marketing Plan

By Zandra Delgado

Executive Summary

The name of my company is Bella Signora. This is Italian for “beautiful lady”. Bella Signora is a company that sells beauty products made from natural ingredients. We currently have sugar scrubs, bar soap, and shampoo available in 3 different scents: oatmeal cookie, lavender vanilla, and coffee. Our mission statement here at Bella Signora is simple. We want to offer people beauty products made from natural ingredients at a reasonable price. This company was formed to make the women of the target audience feel naturally beautiful, hence the name Bella Signora. Customers are the top priority in this business and we want to be sure to please them all.

Bella Signora’s main goal is to please our customers. “The cosmetic market is a pretty good one as nearly everyone on the planet uses some kind of personal care product. There is a ton of competition of course, but consumers are always looking to try something new and with the right dedication you can create a following of loyal consumers who will be the basis of your business for years to come” (Patton & Romanowski). We want to show the world that we are different than other companies in this industry and we care about our customers’ needs. If you are looking for beauty products that will help you gain self-confidence look no further; Bella Signora is here!

Situation Analysis

Market Summary

Getting to know your customers is a wonderful way for a business to become successful. Therefore, Bella Signora has taken the liberty to develop a clear understanding of the market and its common attributes. The information provided below will be used to better understand who we will serve, what their needs are, and how we at Bella Signora can better communicate with them.

Target Markets

• Females
• Ages 13 and older
• Lives in Western Massachusetts area
• Beauty Products/Cosmetics
• Health/Hygiene

Market Demographics

Bella Signora is a part of the beauty product/cosmetic industry. In order for us to better understand our potential customers, we will look at the following geographic, demographic, and behavior factors:

Geographics

Ideally, we are targeting consumers in the Western Massachusetts area. This is because this is where Bella Signora was created. The main cities we are targeting are Springfield, Chicopee, Holyoke, West Springfield, Westfield, Longmeadow, and East Longmeadow. However, we are planning to leverage the expansive reach of the Internet and multiple delivery services, allowing Bella Signora to serve domestic and international customers. We want our products to be available to all whom fit the description of our target audience.

Demographics

Our target audience is primarily females ages 13 and up. An interesting fact that I found out about one of our competitors, Bath & Body Works, is that “in the Bath & Body Works target market, women accounted for nearly 90% of all respondents of course. The largest represented age group was the age group between 36 - 45 range accounting for 83% of the population” (Fashion, 2012).

Behavior Factors

At age 13, females typically start to go through puberty. For this reason, they like to stay extra clean and smell good. Our products are typically for “a woman who wants to maintain a seductive smell and leave a trace of her personal aroma anywhere she goes” (Fashion, 2012). Because most of our products our used in everyday lives, most women shop for these products just about every day. This is an industry that will always be around and be popular.

Market Needs

Bella Signora takes pride in providing the beauty product community with a broad range of cosmetics to meet all of our customers’ needs. We seek to provide our customers with the following benefits:

• Quality Products. Our customers are willing to spend their hard-earned money on our products. We want to ensure that the products they receive are worth every penny.
• Green Products. Our company only uses ingredients that are natural; we do not use harsh chemicals that can be harmful to the body. We also use materials that can be recycled. For example, our sugar scrubs are in containers that can be reused for other things.
• Creativity. Here at Bella Signora, we believe in mixing things up. Currently, we offer 3 scents; oatmeal cookie, lavender vanilla, and coffee. However, we plan on adding new scents as well as different shapes, especially during the holiday season. For example, we are currently developing a candy corn scent and working on making our bars of soap look like real candy corn for Halloween.
• Customer Service. Because the goal of Bella Signora is to maintain customer relationships and have loyal customers, we make it our duty to provide excellent customer service. We want our customers to know that we genuinely care about them and all issues will be addressed accordingly.

Market Trends

“Many of the trends shaping the future of natural and organic personal care are manifestations of today’s larger top-of-mind issues—health, environmental sustainability, trust and integrity” (Rubino, 2016). Natural and organic personal care products have experienced an increase in sales by 8%. “Medical breakthroughs are proving some of the risks associated with cosmetics chemicals—and mainstream media is covering it. But interest in the space isn’t as closely tied to fear as it once was. Thanks to innovation and performance, demand is more about want than want not. New, mission-driven companies are launching impressive products and inspiring us to make healthier personal care choices; existing companies are reformulating in a more sincere way; and consumers are connecting the dots between health, beauty and sustainability” (Rubino, 2016).