D. Advocate - Types or Brands?

What is Kozmetika? How will we be able to differentiate ourselves from the other cosmetic stores available? We have decided to provide cosmetic products that are not available in Canada, that we can get from Europe and Asia (who tend to be the leaders in this industry). What we have to do is figure out if we are going to provide unavailable types of products or unavailable brands of products.

I say this because if we are going to provide unavailable types of products, we will have to gain a thorough understanding of the cosmetic industry that is across the world so that we can find a key product before our competitors, and be the first to offer it in Canada - this is something that I am sure all current cosmetic companies are trying to do to stay competitive here, therefore we will be directly competing with all other cosmetic companies who have already built brands and created strong customer bases.

If we are going to provide unavailable brands, then we will have to figure out a way to create customer loyalty without having our own brand. If we are providing numerous brands from the European and Asian cosmetic markets, we are essentially distributors of someone else's product and brand, and therefore have no brand or customer loyalty of our own. There is a reason why all companies brand their products, and without that, we are shooting ourselves in the foot right out of the gate.

It is essential to be critical of an idea before deciding to go further with it. We must nail down a real offering that has a bright future.