A study of business plan of moisturizer for make-up

Abstract

The objectives of this research are to investigate problems and suggestions that university students in Bangkok Metropolitan Region have towards moisturizer, investigate preferred price and texture, preferred ingredients, preferred features, preferred places to buy, and preferred packaging and to understand customers' needs to expand the business effectively. According to 400 target respondents, 94.6% of them were interested in purchasing make-up moisturizers. For packaging, most of them preferred to purchase moisturizers in a sachet. In terms of preferred price and texture, most respondents prefer to purchase the moisturizer at a price around 20 to 30 baht/sachet in which the preferred texture of the moisturizer has to be light and easy to absorb into the skin. Regarding ingredients, they preferred to have Vitamin B3 or Niacinamide, Cica, Hyaluron, and Vitamin C in the moisturizer. For features, most of them preferred whitening as an additional feature. In terms of places to buy, although most of them preferred to buy at the convenient stores, it is important for the brand to also sell products online due to changes in customers' behaviors on online shopping nowadays. For financial planning, the brand expects to get the sales revenue from both online and offline channels. The growth rate of each channel would be the same as the average growth rate of the skincare market, which is about 7.13%. For the business evaluation, the business could get NPV of 29,779,417.42 THB, IRR of 74%, and 2.81 years for the payback period. Accordingly, the business is considered profitable.