Assessment requirements:
In a group, write a business plan for a new business that you are supposedly going to set up.
The plan should include all the aspects of a business plan as discussed in the lectures,
including projected financials.
There will be two deliverables for this assignment:
1. The written business plan (80% of the grade)
2. A presentation in which the business idea and details are explained (20%)
The plan should be written as though the person on the receiving end is a potential investor
or lender, and will be evaluated as follows:
Presentation:
Opportunity Recognition 15%
Business & Product Overview 15%
Market Analysis 20%
Marketing & Distribution Plan 15%
Financial Projections 15%
Professionalism & Clarity 10%
Credibility 10%
——
100%
Each of these categories is evaluated in a very transparent and consistent manner, as follows:
Not Addressed / Not Present: 0 Points
Very Poor / Insufficient: 1 Point
Poor / Below Expectations: 2 Points
Average / as Expected: 3 Points
Above Average / Good: 4 Points
Excellent: 5 Points
Finally, students also need to submit a Personal Reflection Statement. This writeup should be
individually written and submitted by every student, and it should be no more than one page
long. In it, students should provide a short summary of their personal experience in the
project: what they did, how the team functioned, challenges, etc.
The final grade for the student is 50% the group grade, and 50% the grade of the specific
part(s) the individual worked on.
The assessment must be developed based on this idea.
Objective:
Introduce a variety of shades into the existing brand products, such as sunscreen, leveraging the reputation and credibility of the L’Oréal brand, which already has a makeup line with various skin tones.
Product:
Sunscreen with a light pigmented coverage and enriched with Serium, containing secondary information to increase brand awareness among the female audience (hydration, vitamin C, hyaluronic acid).
Packaging:
To be determined.
Marketing Strategy:
• Increase brand awareness.
• Reach a new audience, focusing up to 40 years / new generation.
• Prioritize the name of the sunscreen instead of pigmentation.
• Price promotion (30% off sunscreen when buying shampoo and conditioner).
• Communication through different channels.
Marketing Actions:
• Dismantle women’s prejudice against men using foundation.
• Introduce the idea of cosmetic use to a non-metrosexual male audience, using football players like Richarlison.
• Video campaign showing men using the sunscreen to alleviate post-shave pale skin.
• Introduce organic advertisements into the couple’s routine with the hashtag #Ourtime.
• Educate on how to use the product in different scenarios, such as an office man exposed to white light or a truck driver driving under the sun.
• Raise awareness about skin cancer in the male audience, using a renowned doctor as a spokesperson.
Licensing Idea:
One licensing idea could be for a technology company to license its brand and expertise in artificial intelligence to a household appliance manufacturer. This would enable the appliance manufacturer to integrate AI technology into its products, such as smart refrigerators, robotic vacuum cleaners, or intelligent home control systems, leveraging the reputation and knowledge of the technology company to deliver innovative products to consumers.
Business Overview:
Focused on the Latin market, the business entails producing facial sunscreen. Research should focus on the top 10 strongest brands in the market and whether they offer brand extensions, particularly in the form of foundation products.
Raw Material:
Regarding the technology of the pigments to be used for the sunscreen, the company should already have some shades available.
Financial Projections:
Financial projections can be based on the current revenue generated solely from facial sunscreen sales.
Research:
Research should be conducted on the increasing number of skin/face cancer cases in the country.
Partnerships:
Explore existing or past partnerships the company has had with male celebrities.
Costs:
Anticipate expenses for marketing campaigns, development of a new packaging design, etc.
Distribution:
Distribution methods will likely remain consistent with the company’s current practices.
