Placement/Distribution: ● Choose a minimum of 2 channels and provide a distribution plan. ● Explain why you have chosen these channels, and provide a % breakdown estimate on the amount of inventory so

2. Executive summary (0.25-0.5 Page): Nick * Summarize the plan so that the reader may quickly and easily understand the marketing analysis and recommendations made for the company.

* Include the relevancy to your targeted customers and how you will compete in your chosen market(s).

3. Product profile (0.5 Page): Michael, Anhadvir Briefly profile the product invented, including the features and functions to create an understanding of how your product operates.

4. Environmental scan (1.5-2 Pages): Mustafa, Shiraz, Andrew, Julia, Salar * Create an environmental scan of relevant factors to consider before launching your product.

* Consider legal, political, economic, technical, cultural and social factors.

* Depending on your product, some factors may be more relevant than others or not relevant at all.

* For every factor ensure you relate the facts to the strategic marketing implications for your product.

* Cite all laws, charts, etc.. referenced.

5. Competitive analysis (2-3 Pages): Michael, Denis, Julia * The competitive analysis is important because it helps readers understand the unique positioning of your product and how it will be differentiated to successfully gain market share.

* Create a table outlining direct (3 minimum) and indirect competitors (3 minimum) to provide an understanding of how you will be competing.

* Include a positioning graph/perceptual map to visually compare how your product is differentiated in the market and fills a gap in customer demand relative to other competitors.

* Provide a brief description of each chart.

* Include your product in both charts to demonstrate how you compare 5. Research Competitives Denis:

Direct competitors (Products) Indirect competitors (Services) Trimmers (ex. Gillette) (10) Makeup Artist (Wedding / Movie sets) (1), (3) Hairdryers (ex. dyson) (11) Makeup walkin Stores with artists (Sephora) (4) Clippers (ex. Phillips) (12) Hair cut and Make up robots (no consumer version yet) (5),(6) Makeup (ex. MAC) (13) Hair Salons (9) Curling Irons (ex. dyson) (14) Barber Shops (2) Automatic Lipstick (ex Loreal) (7),(8) Brief Description of the table:

* No direct competitors product (All in One solution) * Direct competitors products can only do parts of our product (ex. trimmers) * Direct competitors products need assistant from the user * Direct competitors need own talent for a good result * Direct competitors taking more time * Direct competitors taking more space in bath room for storage * Direct competitors need more power * Indirect competitors are offering a Service * Indirect competitors have opening hours * Indirect competitors are much more expensive * Indirect competitors are at a specific location (Makeup walkin Stores) * Indirect competitors have to be booked (Makeup Artist) * Indirect competitors are still prototypes (robots) Learnings from the table:

* Not a similar product yet * Can start with a higher price because its a world premiere * Saves time and no skills are needed * Home product which works like a service Graphs (Julia) Indirect Brief Description * Indirect competitors only seem to be extremely high priced and high quality, or low price and low quality, no average or in between.

* Consumers would have to choose between a low quality experience for a low cost or a high quality experience for a very high price.

Direct: Brief description of the graph:

* The perceptual map created is used to demonstrate a visual representation of how our Esync Cosmetics differentiates from other types of hair tools.

* The map is used to show four different sections which consist of low quality and high price, low quality and low price, high quality and high price and high quality and low price.

* The map allows us to identify the gap in the market * There is a gap between the low price, high quality margin References:

(1) https://www.bark.com/en/ca/wedding-makeup/wedding-makeup-price-list/ (2) https://hairsalonbarrie.ca/how-much-is-a-haircut-in-toronto-for-men/ (3) https://www.weddingforward.com/average-price-for-wedding-hair-and-makeup/ (4) https://www.sephora.com/happening/services (5) https://www.billiondollarstartupideas.com/ideas/haircut-robots (6) https://www.youtube.com/watch?v=yrgeZmRdWdY (7)https://www.engadget.com/loreal-robotic-makeup-applicator-for-those-with-limited-mobility-010033338.html (8)https://digiday.com/marketing/ces-2023s-beauty-gadgets-ai-personalization-and-robot-makeup-among-items-unveiled/ (9) https://tonyshamas.ca/services/pricing-table/ (10) https://gillette.ca/gillette-labs-heated-razor?utm_source=google&utm_medium=cpc&utm_campaign=hr_gillette_en_conversion&gad=1&gclid=CjwKCAjwvrOpBhBdEiwAR58-3Ptn4Q9A_X0vYy9RcpUGhiVqCfFRX1my_U9M7p_xC-J9cRUzNYWLFhoCCRIQAvD_BwE (11) https://www.dysoncanada.ca/en/hair-care/hair-dryers/supersonic (12) https://www.philips.ca/c-m-pe/hair-clippers (13) https://www.maccosmetics.ca/ (14) https://www.dysoncanada.ca/en/hair-care/hair-stylers/airwrap 3. The ESync is a larger than head sized, globe shaped helmet-like product that revolutionised the way we can look clean, cut, and prepared for our day. The device functions as a stay at home barber, makeup artist, facial hair trimmer and skincare routine. The device functions in 3 stages: a Preliminary scan to assess your head, face, sides and body complexions. These scans will be saved, archived and compared by our program every time you use the product and rescan yourself. These are used to monitor imperfections in the skin and recommend treatments patterns as well as map out your head for haircutting by our skin safe trimmers. After you complete the scanning approximately 1 minute, You will then be given the option of what sort of customizable grooming, makeup or skincare program you wish for. Customers can choose whatever product look or style they want applied to their face and it all will get done in a matter of minutes. Simply close your eyes and drift off for approximately 2-4 minutes (on average) and all rounties which you would have selected would have been completed. Product maintenance required by the purchaser. All blades used for shaving and cutting will automatically be cleaned with alcohol. However, when that supply runs low purchasers of our product must full the corresponding tank with more alcohol to keep the blades clean (much like how you you replenish your oil for a car) Any makeup or skin care products that the customer wishes to have used that is not factory issue must be swapped out with the products that come with the helmet. Customers have the ability to add whatever products they like to their routine. They must simply swap out the product they don't want to use and replace it with their own. The helmet is lightweight and supports a “lock in” feature which secures your head in place to ensure a reduced risk of cuts from shaving and trimming hair. It also allows for makeup to be applied in specific sections of the face without fail. The product simply cuts out the long amounts of time spent grooming and applying makeup. (Michael).

In case of any emergency the product also considers an emergency pull strap attached to the helmet. If at any point a customer thinks they are having any kind of problem they can press that button and stop the process. If they want to continue with some other style they can choose the style they want to go with and the machine will start its processing again. The helmet will include air vents which will help with easy breathing and help get rid of suffocation. The product will be easy to relocate with the help of manuals provided in the box. The box will also include all equipment necessary for the assembly and disassembly. And the product will be pretty self explanatory and easy to use.(Anhadvir) ENVIRONMENTAL SCAN POLITICAL:

With Multiple legal factors to consider, the most important ones include product safety standards and The device needs to meet all requirements of the Consumer Product Safety Act (CPSA) (1) which is the primary legislation governing the safety of consumer products in Canada. Since it is a health hazard, approval from Health Canada is also needed before the device can be sold and marketed. The device needs to be marketed as “approved by Health Canada and operational liability be disclosed beforehand. Taking into account the current Canadian political landscape, in the presence of labour protection laws and union lobbying against artificial intelligence (2), backlash from certain quarters in the industry is expected when introducing a device that would potentially replace hundreds of thousands of jobs in the grooming industry. It is preferred to market the device with the support of some etablished organisations in the industry. ( Salar) Trade Policies: Since trade policies have the power to greatly impact the import and export of essential components or the finished product, it is necessary to keep a close eye on international trade policies. Tariffs or other trade restrictions may have an immediate effect on production costs and change ESync Cosmetics' ability to compete in the market.

Government Support: A key component of our approach should be looking at potential government incentives and assistance. Governments frequently offer incentives to promote innovation and assist IT firms. Utilizing this kind of assistance lowers operating costs while also promoting and facilitating research and development (R&D) activities, which in turn improves the capabilities and competitiveness of the product.

Strategic Implications: Predicting the possible influence on component costs and availability requires keeping up with political changes. In addition, by cutting expenses and encouraging continuous product innovation, aggressively pursuing and utilizing available government assistance can offer a significant competitive edge. In a market that is constantly changing, this strategic approach guarantees that ESync Cosmetics will always be competitive and flexible. (Julia) hhp ECONOMIC FACTORS:

****** [Economics * The recent economic developments in Canada, particularly the rise in the annual inflation rate to 4% in August 2023 (3), has direct implications for our product’s marketing strategy. With inflationary pressures to the Canadian economy, consumers are likely to become more price-sensitive and mindful of their spending choices. In this context, our marketing plan focuses on highlighting the product's value proposition and cost-effectiveness, emphasizing the time-saving benefits of eSYNC.

* With the recent decision in September 2023 from The Bank of Canada opting to hold its benchmark interest rate steady at 5% as the economy is showing more and more signs of cooling, it is important to monitor economic indicators and consumer behaviour very closely.

* In the second quarter of fiscal 2023, Statistics Canada reported that Canadians now carry $1.85 in credit market debt for every dollar of household disposable income. This surge in debt outpacing earnings growth signifies a significant financial strain on consumers. Given this limited disposable income and escalating debt, the average consumer faces reduced spending capacity. This situation poses a challenge for our non-essential product.

* As inflation rises, strategic management of production costs and pricing strategies is crucial for our company to maintain product competitiveness and appeal to budget-conscious consumers. We will conduct a comprehensive cost analysis, examining components from raw materials to the final product, including labour costs.

* Through investments in technology and streamlined processes, we aim to optimize efficiency and position ourselves as a low-cost producer despite inflationary pressures.

* Offering attractive financing options and promotions can entice budget conscious consumers, providing them with affordable access to our innovative product despite the inflationary challenges. Andrew] With a steady increase in the frequency of haircuts within 6 months from 2011 -2020 (4), the economical advantage of the device can not be overstated to the consumer. The average price of a haircut has been consistently on the rise since 2010 (5), therefore, the economical benefit of the device as a long term alternative to haircuts by a barber is one of the most important aspects of the marketing plan of the device. With the advent of financial technology, the cost of the device can be broken down into simpler payments through layaway payment services like Klarna and After-Pay in the campaign. (Salar) [ Incorporating an astute understanding of consumer income levels and adaptable pricing strategies is paramount for ESync Cosmetics, given its positioning as a potential luxury product. Fluctuations in economic conditions can significantly affect consumer spending behaviors. By segmenting the market based on income distribution, monitoring economic trends, and comprehending consumer responses to varying economic states, ESync can better tailor its pricing strategies to align with the purchasing power of the target audience. This entails setting competitive prices that both cover production costs and resonate with the consumer's expectations and ability to afford the product. During economic downturns, offering flexible payment plans and financing options can enhance accessibility and maintain market competitiveness, ensuring ESync's success regardless of economic circumstances. (julia) LEGAL As the device is self operational, the consumer safety is a huge liability. consumer liabilities associated with the device. Serious liabilities have to be considered in case of any injuries sustained by the user while operating the device. The marketing campaign needs to focus on the safe use of the device and inform the consumer about the dangers of misuse. Marketing a professionally written set of guidelines to the consumer is essential in a way that prevents the divorce of the device from its intended use. In accordance with section 5 of the Consumer Product Safety Act (CPSA) (7), A clear marketing and procedural plan must be established to handle product recalls in case a safety concern rises after the release of the device. Any manufacturer’s warranty and its limitations must be clearly stated to the consumer beforehand. ( Salar) SOCIO-CULTURAL [The growing trend of do-it-yourself presents an opportunity for our product. According to market research completed by Prescient & Strategic Intelligence, beauty devices market size is expected to reach $311,095 million by 2030, with a growth rate of 21.3% during 2022–2030. (8) This means our product is likely to see some of the biggest growth trajectories in the industry. One of the primary factors driving market expansion is the rising consciousness of consumers about their appearance. (9) This trend presents an opportunity that we can capitalise on because our product allows for customization. Consumers are increasingly looking for custom-made solutions that fit their specific needs and preferences which enhances customer satisfaction and provides a unique selling proposition. In today's global market, where cultures and preferences vary widely, the ability to tailor to individual needs is invaluable in creating a distinctive and inclusive brand identity, setting us apart in the market and resonating deeply with consumers worldwide. Andrew Poste] Technical:

When looking at technical factors we need to make sure that the haircut/ cosmetic machine is compatible with the current technological infrastructure which can be done through multiple ways like having a User-Friendly Interface. Creating an interface for our machine that is simple to use and intuitive. Make sure users can simply browse through the functions for both hair and cosmetics. Consider wireless connectivity alternatives like Bluetooth or Wi-Fi when choosing connectivity features. This increases convenience by enabling users to operate the machine via smartphone applications or other smart devices. Another important aspect of the technical factor is investment in Research and development. Resources should be set aside for continual research and development to keep one step ahead of the competition. Update the software often to include new haircuts, makeup looks, and functionalities depending on developing beauty trends. Our company should also Collaborate with Tech Partners: To take advantage of the most recent developments, team up with technology professionals or research organizations. Innovative features and functions can result from teamwork. Furthermore, another technical factor could include Adaptability to emerging technologies, and this can be done through Artificial intelligence and machine learning integration: If possible, take into account combining AI and ML techniques. These technologies can offer customized haircuts and cosmetic appearances based on the user's preferences over time. Smart Sensors: Use smart sensors to assess the health of your skin and hair. This enables the machine to offer customized skincare regimen suggestions or recommend hairstyles that are appropriate for specific hair types.

One last technical factor to consider could be Scalability and Upgradability as the product needs to be compatible for future upgrades. By doing this, consumers may take advantage of new features without having to buy a completely new gadget. Regular firmware upgrades should be made available to improve performance and provide new features. This not only engages current consumers but also draws in new ones who are seeking for a product with cutting-edge technology.(Mustafa) In the realm of technical factors, ESync Cosmetics must maintain a dynamic approach to stay ahead in a rapidly evolving market. By consistently updating and enhancing the device's technology, it can ensure its competitiveness while staying attuned to emerging technologies that may reshape the industry. Simultaneously, robust data security measures are paramount, given the data collection and storage involved in the product's operation. ESync should invest substantially in research and development (R&D) to remain at the forefront of technological advancements, providing users with cutting-edge features and experiences. This investment should not only encompass the refinement of device capabilities but also the continuous fortification of data security measures to safeguard user information and maintain the trust and confidence of its customer base. The ability to navigate technological shifts and uphold data integrity will be pivotal to ESync's enduring success and market leadership. (julia) Citations:

1. https://laws-lois.justice.gc.ca/eng/acts/c-1.68/page-1.html 2. https://www.theglobeandmail.com/business/article-union-workers-ai/ 3. Statistics Canada (2023, September 19). Consumer Price Index, August 2023. Retrieved October 11, 2023, from https://www150.statcan.gc.ca/n1/daily-quotidien/230919/dq230919a-eng.htm.

4. https://www.statista.com/statistics/286966/frequency-of-hair-cuts-in-the-us-trend/ 5. https://www.in2013dollars.com/Haircuts-and-other-personal-care-services/price-inflation 6. Thompson, Arthur A. Strategies for Staying Cost Competitive. Vol. 62. Boston: Harvard Business School Press, 1984.

7. https://www.canada.ca/en/health-canada/services/consumer-product-safety/reports-publications/industry-professionals/recalling-consumer-products-guide-industry.html#a5.2.1 8. Beauty Devices Market Size and Share Analysis by Type - Global Industry Revenue Estimation and Demand Forecast to 2030. Dec 2022 https://www.psmarketresearch.com/market-analysis/beauty-devices-market.

9. Beauty And Personal Care Products Market Size, Share & Trends Analysis Report By Type (Conventional, Organic), By Product (Skin Care, Hair Care, Color Cosmetics, Fragrance), By Distribution Channel, By Region, And Segment Forecasts, 2023 - 2030. https://www.grandviewresearch.com/industry-analysis/beauty-personal-care-products-market 10. https://looka.com/logo-maker/?gclid=CjwKCAjwvrOpBhBdEiwAR58-3BiaYAmHCtIeM0NTtvj-3iBTs4OgH8MSwxW8-o_94R3xE8LNCtw85RoCqaYQAvD_BwE Environmental Scan (Shiraz) * Legal Issues:

* Obtain a patent for the product to prevent copying.

* File a patent application in Canada for market release.

* Strategic Marketing Implication: Emphasize security and dependability to ensure a successful launch.

* Political Considerations:

* Be aware of safety regulations for market introduction.

* Ensure compliance with hygienic regulations for the helmet's use on the face and head.

* Strategic Marketing Implication: Address controversial opinions by obtaining safety standards and certificates to build customer confidence.

* Economic Considerations:

* Assess buyer willingness to spend $1000-$1500 on the product.

* Understand personal grooming and haircut preferences of the target audience.

* Strategic Marketing Implication: Occasionally offer deals to make the product more accessible across economic classes.

* Technical Details:

* Ensure the technology meets high standards of performance and reliability.

* Illustrate how the helmet surpasses industry requirements in the hair and beauty sector.

* Strategic Marketing Implication: Highlight the technological efficiency and reliability of the helmet.

* Cultural Factors:

* Ensure the product features haircuts and makeup suitable for every country and culture.

* Strategic Marketing Implication: Demonstrate the product's versatility and adaptability to different cultures and their grooming needs.

Part 2 By 13th all info is collected and good copy can be started By 20th Part 2 good copy must be finished By 25th Presenation is done and we meet up to go over live presentation By 27th Everything is finalized Commercial done, Part 2 and Live presentation go over 6. Customer Segmentation and Target Market: 2-3 pages (Nick) This section demonstrates you have considered and understand different customer segments and explains why you have chosen a particular customer segment.

* Create a table of potential customer segments.

* Include psychographics, geographics, and demographics.

* Outline which segment you are choosing to target and why.

* Create a profile of a ‘typical customer’ in your segment.

7. The Marketing Mix: 6-8 pages Summary of Objectives, Strategies, and Tactics:

* The marketing mix is created once all company, environmental, competition, and customer factors are considered. It is used to strategically launch your product * As a way of introducing your plan, summarize the objectives: (drive awareness, drive sales, etc..) of your marketing plan, the main strategies (i.e. educate the market), and the specific tactics you are using to execute (i.e. educational ad campaign).

Product: (Shiraz) * Your product decisions have been based on what your company can create, what is unique from your competitors and what your customer needs.

* Describe the product approach you have taken and the key features.

* Elaborate on the benefits of your product for your target consumer * Include instructions on how to use your product.

Price: (Michael, Shiraz, Salar) * The right pricing is important because it sets expectations for the amount of value your customer will receive and helps you define your competitive position in the market.

* Explain the pricing structure you have chosen and why.

* Estimate quantities you will manufacture and sell in your first 3 months/one quarter.

* Using your price, costs, and quantities, draw a profitability model.

* The profitability model goes in your Appendix and is not included in your page count.

* Calculate the breakeven rate for the number of units you need to sell. Show your calculations and include a short rationale.

* Make this your sales target for your Promotion section.

Placement/Distribution: (Aaiman, Anhadvir) * Choose a minimum of 2 channels and provide a distribution plan.

* Explain why you have chosen these channels, and provide a % breakdown estimate on the amount of inventory sold per channel.

* Draw a simple distribution chain for each channel.

Promotion: (Denis) The promotion strategy will help the company meet their sales targets.

* You will create a media blocking chart and two sample advertisements. Media Blocking Chart: (Denis) * Start with the sales target you need to sell from your pricing analysis.

* Pretend you have up to a 1 million dollar budget for media (you may not need all of it).

* Choose a launch date for your product.

* Create a promotion plan by building a minimum 3-month media blocking chart, choosing a minimum of 3 channels.

* For each channel:

* Include a short rationale as to why you think it will be efficient in reaching your customers.

* Show how much money you will allocate / the cost of the channel and how many units you expect to sell as a result of each channel. Use these figures to calculate the ROI.

* Your ROI should be in the range of 20% to 40%. Show your calculations and include a short rationale.

* Block how long each advertising channel will run for in your schedule.

Sample Advertisements: (everyone i guess) to be done later * Create two sample advertisements.

* Sample advertisements should demonstrate integrated marketing communications (your commercial does not count as one of these advertisements).

* Include your product slogan in the advertisements.

* Write a brief explanation of your rationale for your advertisements.

* Advertisements go in your Appendix and are not included in your page count.