Marketing Plan for Covergirl Philippines

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A Marketing Plan for

COVERGIRL LASHBLAST FUSION MASCARA 2.0

Submitted to
The Marketing Department
College of Commerce and Business Administration
University of Santo Tomas

In Partial Fulfillment of the Requirements for the
Degree of Bachelor of Science in Business Administration
Major in Marketing Management

By:
Anisco, James Bernard C.
Dominno, Beverly Ann C.
Gonzales, Lee-Ann F.
Saludo, Maria Trisha P.
4M6

June 2012

i

APPROVAL SHEET

This Marketing Plan for

COVERGIRL LASHBLAST FUSION MASCARA 2.0

Prepared and submitted by:
Anisco, James Bernard C.
Dominno, Beverly Ann C.
Gonzales, Lee-Ann F.
Saludo, Maria Trisha P.

has been approved and accepted as partial fulfillment of the requirements for the Degree of Bachelor of Science in Business Administration, Major in Marketing Management.

__________________________
Mr. Real So
Adviser

Approved by the Panel on Oral Examination with a grade of _____ on _____________________________.

_________________________
Examiner

_________________________
Examiner

______________________________________
Asst. Prof. Ma. Paula Joan Tiongco-Bautista
Chair, Department of Business Administration

ii

CERTIFICATE OF ORIGINALITY

We hereby declare that this submission is our own work. To the best of our knowledge and belief, it contains no material previously published or written by another/other person(s), nor material to which a substantial extent has been accepted for award of any other degree or diploma of a university or other institute of learning, except where due acknowledgment is made in the text.

We also declare that the intellectual content of this Marketing Plan is the product of our own work, even though we may have received assista nce from others on style, presentation, and language expression.

Anisco, James Bernard C.
Dominno, Beverly Ann C.
Gonzales, Lee –Ann F.
Saludo, Maria Trisha P.
(Candidates)
Date: ____________________

Mr. Real So
Adviser

iii

ACKNOWLEDGEMENTS
This project bears on imprint of many people. First and foremost, we would like to thank the Almighty God for all the strength and knowledge He had given us into t he creation this marketing plan. Without Him, we surely cannot do the best of our abilities and to apply the knowledge we learned in our classes. We would like to acknowledge our adviser, Mr. Real So for the guidance and advice in every submission, consult s, and presentation. He inspired us to do greatly and most importantly to work together as a group in this project. This marketing plan would not be an effective plan without the help of from him and having him from the very first page of the marketing pla n. To Mr. Oscar Torres, who helped us build our foundation in Marketing. He taught us our Market Research and Product Management. With his help, we were able to attain this level of confidence that our marketing plan has a strong foundation. To Sir Mario A ngeles, who taught us the different approaches in pricing products and services. To Sir Benedict David, who taught us how consumers react in changes in the market. To Sir Dimaculangan, who taught us how retailing works in a big or in a small sense. To our families, who taught us the value of life and never ending support for our life long dreams and wishes nothing but the best for us.

Most importantly, we would like to sincerely thank ourselves for our unbelievable effort and sacrifice for this project. We build strong relationship with each other that is very authentic as the project grows in pages.

iv

TABLE OF CONTENTS
Page
i

Title Page
Approval Sheet

ii

Certificate of Originality

iii

Acknowledgements

iv

Table of Contents

v

Summary of Tables

viii

Summary of Figures

x

Summary of Appendices

xi

I. Executive Summary

1

II. Scope and Limitations

2

III. Study Background

4

1. Company profile

4

A. Brief history

4

B. Mission/vision...
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