Proposal for selling beauty product in The BIG
1. Introduction
The purpose of the proposal is to open a shop selling beauty products in The BIG. As The BIG is a brand new shopping mall located in Tsim Sha Tsui, “KISS” intends to provide a wide variety of prestigeous and favored beauty products used by Korean and Japanese celebrities to the targeted customers, who are mainly tourists, teenagers and the middle class local citizens. As “KISS” has signed contracts with several leading cosmetics brands such as Amorepacific, it is ensured that the products sold in “KISS” are of high quality internationally.
2. Reasons for chosen target group
2.1 Surging demand for male and female beauty products outward appearance. In their work, it is necessary for the middle class to take good care of their skin and appearance in order to make a favorable first impression on their clients. A neat appearance can create an impression that you are a responsible, energetic and reliable person. It can help people develop close interpersonal relations with their clients. With a higher education level and increased purchasing power, both men and women, whether students or office staff, have growing spending power. They are both able and willing to afford the prestigious beauty products. Furthermore, the majority of Hong Kong people spend less time sleeping, making their skin look haggard and exhausted. People will use beauty products such as face treatment essence to defer ageing.
2.2 Growing number of tourists
According to figures from Hong Kong Tourist Board, over 30 millions of individual mainland visitors come to Hong Kong every year. It brings considerable income to retailing sectors and shopping malls. Moreover, The BIG will attract a great number of tourists as it is located in Tsim Sha Tsui. Due to the impact of the milk powder scandal, people from the Mainland feel apprehensive about the safety and quality of dairy products made there. Therefore, the tourists always buy high standard daily necessities and products like cosmetics that cannot be brought in the Mainland. Selling beauty products, which suits their needs, can attract and encourage tourists to patronize the BIG.
2.3 Rising influence of Korean and Japanese celebrities
Recently, Korean and Japanese celebrity idols exert great influence on adolescents of Hong Kong, making the teenagers flock after these idols. These fanatics are eager to buy products that are promoted or used by their idols in order to show their support to their idols. Besides, most of them regard the celebrity idols as their ideal type of boyfriends and girlfriends. Therefore, they are willing to buy products which are favored by the idols to make themselves as charming and handsome as the idols. Therefore the teenage market has great potential.
3. Promotion
3.1 Offering discounts to the customers
“KISS” will offer 15% discounts to the customers for the first month sales. Customers can enjoy the discounts and buy all products at a cheaper price. For those customers who buy products of $1000 or above will be able to get a membership card for free and enjoy another 20% discount for the first month.
3.2 Delivering leaflets to the pedestrians
“KISS” will deliver leaflets, which enable customers to get a free facial mask, to the pedestrians in Tsim Sha Shui and Mong Kok one month before “KISS” is opened. Besides, “KISS” will provide brochures introducing and demonstrating all key products for the first month. Customers can try and get a sample of the key products of “KISS”.
3.3 Holding lucky draw
For those customers who have bought any product over $1000 from any shops in The BIG, including purchase from “KISS”, will be eligible to join the daily lucky draw. Three winners will be given a coupon of “KISS”, entitling them to $200 off their next purchase from a coupon of “KISS”. It can attract customers to frequent The BIG and boost the sales.
4. Significance
4.1 Attracting loyal customers and tourists
Since beauty products are popularly bought by the tourists, it can boost the sales and popularity of The BIG, making The BIG one of the renowned shopping malls in Hong Kong.
4.2 Meeting the needs of customers
As “KISS” can provide different brands of beauty products at a competitive and reasonable price, so famous brands of beauty products are no longer luxury products for local people.
5. Conclusion
In conclusion, we are proposing to sell beauty products of high quality to female and male customers, teenagers and tourists of some spending power. It is hoped that the proposal will be favorably considered.