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Diva's Whisper Campaign
 

Diva's Whisper Campaign

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    Diva's Whisper Campaign Diva's Whisper Campaign Presentation Transcript

    • Arab Academy for science & Technology presents… The project which made make up tempting even to guys..
    • Prepared by: • Dalia El Sherbiny • Sara Askar • Ahmed Arafat • Ahmed El Gharably • Hussein Al Abshihy • Mohamed El Laimony
    • Mission Statement • Diva is a new franchised company in the Egyptian market established in Jan 2010. • Diva Switzerland is a multinational company known all over the world. • It was established in 80’s.Produced healthcare products then cosmetics
    • Mission Statement • Diva’s Whisper is a line of 7 days lasting make up (basic make up) composing of foundation, concealer, blusher, lipstick ,liquid eye liner and kohl. • Diva’s Whisper mission is to make women look naturally beautiful colorful for the longest period possible without actually changing how they look like or who they actually are with least effort
    • Market research results • 75% Every day make up user • 50% 20 min/day & 35% 40 min/ day to wear &remove makeup • 80% switchers • 50% Quality,30%Durability • 60% want to look Nice& natural when they wear make up • 50% prefer Max factor ,15%Bourjois
    • Market research results • 60% spend more than 500L.E/ year on make up • 60% know about new brands from body shops &stores • 42% depend on Own experience,25% on friends recommendations • 60% will buy Diva’s whisper immediately 12% After friends recommendations
    • Marketing Mix • Product: One year set in leather off white case composed of -foundation, blusher, lipstick, liquid eye liner, kohl and concealer. • Price: 950 L.E for the whole set and membership card.
    • Marketing Mix • Place: – Pull strategy during the product launch phase. – Body shops and make up stores: Fortune, Faces and Le Palais des Parfums &Mazaya – Chain pharmacies: Seif and Ezaby
    • Marketing Mix • Promotion – Point of sale: printed ads, LCDs ads, free make up trials – Out doors: Billboards, light boxes.. – Media adv: (T.V ,Radio, Magazines)
    • Perception • Usage and acceptance of the product: – Majority will use product, only10% will not use it • External information how customers know about new products: – Mainly Stores, outdoor and body shops – Magazines • Buying (interpretation): – Will depend on their previous experience (or friend’s) and recommendations of make up professionals
    • Audience profile Class A Active women New users & switchers Age 22 to 45 Females
    • Competitive analysis • Max factor 50% • Bourjois 15% • YSL 10% • Others 25% • Scattered market , strong different consumer preferences ,so raising awareness on a new make up trend or benefits would yield higher sales & loss of indirect competition.
    • SWOT Analysis Internal Analysis Strengths Weaknesses Make up last up to 7 days which unknown organization & products can make it classified as semi lack of experience in the Egyptian permanent make up. (very high market durability) low profit margins due to high newly launched product promotion costs natural high quality components competitive price compared to benefits large launch & marketing budget for the long range plan 2015
    • SWOT Analysis External Analysis Opportunities Threats high growth rate of the market high tariffs awareness campaigns on skin scattered market patterns cancer caused by color cosmetics high number of indirect held by non -profit organizations competitors Egyptian government policies economic crisis & economic which provide long expiry periods instability in make up increase in the number of working women according to studies
    • Positioning Strategy • Use application positioning: – Diva is more economical ,you can put just once and it will last 7 days. – Diva for all kind of skin and all ages( no sensitivity for make up with Diva) – Diva is known to be against animal testing & using carcinogenic synthetic origin colors to make color cosmetics closer & safer to our ladies . – Quality (High quality Swedish product)
    • Positioning Strategy • Against the product class strategy: – With Diva no need to carry your make up in your bag as you will were it once a week. – Look nice and natural when you swim, when you work out. – Diva ladies can wake up later than the other ladies by half an hour at least as they already wake up with their make up.
    • Target Message • Attributes/Benefits: – 7 days lasting make up – Diva is 100% natural , for all skin types and all ages – With Diva no need to carry your make up in your bag • Use/Application – Wear make up on Saturday ,look nice and natural till Friday – Diva for all kind of skin and all ages.
    • Target Message • Promise: – Wake up with make up – Swim with make up – Work with make up – Save time and money with Diva, buy your make up only once a year.
    • Advertising Objective • In our ads we are aiming to create: – Awareness: make the consumer aware Diva’s Whisper – Comprehension: explain benefits of Diva’s whisper and the difference between it and other brands – Convention: convince consumers, it’s more durable, better quality and more economical
    • Communication campaign Huge campaign under slogan: “Wake up with make up” & ‘’ Do…. with make up’’ • Body shops activities – LCD ads and ‘’Diva‘s whisper in shop tour’’: • professional make up artist and free make up trials • Roll ups, printed ads
    • Communication campaign • PR activities – Marina ‘’ Yashmak’’ ‘’swim with Diva’’ • Awareness sessions on how synthetic make up can harm your skin will be held by dermatologists in clubs, health centers • Media ads: – Magazine ads – TV – Radio
    • Communication campaign • Internet/interactive – Interactive website to advice customers by professionals and buy online. – SMS campaign it’s a new method which make our campaign Integrated marketing campaign.
    • Communication campaign Total budget (EGP 7,905,662) for this year: • Outdoor (L.E 3,720,000) • Events (L.E 1,320,000) • Magazine (L.E 120,000) • T.V (L.E 1,800,000) • Radio (L.E 576,662) • PR (L.E 160,000) • Printed materials (L.E 140,000) • Internet/interactive (L.E 69,000)
    • DIVA MEDIA PLAN 2010 Total Month March April May June July August September October November December January February TOTALS Budget EGP 7,905,662 EGP 1,927,499 EGP 435,999 EGP 475,999 EGP 1,480,499 EGP 725,999 EGP 148,333 EGP 407,999 EGP 326,333 EGP 301,333 EGP 321,333 EGP 221,333 EGP 1,132,999 EGP 7,905,662 Media Source Magazine Charisma Magazine Insight Magazine Elite Magazine EGP EGP EGP Communication campaign 5,000 5,000 4,500 EGP EGP 5,000 5,000 EGP EGP 5,000 5,000 EGP EGP EGP 5,000 5,000 4,500 EGP EGP 5,000 5,000 EGP EGP EGP 25,000 25,000 9,000 Seif Newsletter EGP 3,000 EGP 3,000 EGP 3,000 EGP 3,000 EGP 3,000 EGP 3,000 EGP 3,000 EGP 3,000 EGP 3,000 EGP 3,000 EGP 3,000 EGP 3,000 EGP 36,000 Lounge Magazine EGP 5,000 EGP 5,000 EGP 5,000 EGP 5,000 EGP 5,000 EGP 25,000 Total ads in Magazine EGP 22,500 EGP 18,000 EGP 18,000 EGP 22,500 EGP 3,000 EGP 3,000 EGP 3,000 EGP 3,000 EGP 3,000 EGP 3,000 EGP 3,000 EGP 18,000 EGP 120,000 Media Fm Program EGP 66,666 EGP 66,666 EGP 66,666 EGP 66,666 EGP 66,666 EGP 66,666 EGP 66,666 EGP 466,662 LCD ads in shops & Hair dresser EGP 10,000 EGP 10,000 EGP 10,000 EGP 10,000 EGP 10,000 EGP 10,000 EGP 10,000 EGP 10,000 EGP 10,000 EGP 10,000 EGP 10,000 EGP 110,000 Total media ads EGP 76,666 EGP 76,666 EGP 76,666 EGP 76,666 EGP 76,666 EGP - EGP 76,666 EGP 10,000 EGP 10,000 EGP 10,000 EGP 10,000 EGP 76,666 EGP 576,662 Internet /interactive SMS EGP 2,000 EGP 2,000 EGP 2,000 EGP 2,000 EGP 2,000 EGP 2,000 EGP 2,000 EGP 2,000 EGP 2,000 EGP 2,000 EGP 2,000 EGP 2,000 EGP 24,000 website EGP 30,000 EGP 30,000 Face book EGP 3,000 EGP 3,000 EGP 3,000 EGP 3,000 EGP 3,000 EGP 15,000 Total Internet/interactive EGP 35,000 EGP 5,000 EGP 5,000 EGP 5,000 EGP 5,000 EGP 2,000 EGP 2,000 EGP 2,000 EGP 2,000 EGP 2,000 EGP 2,000 EGP 2,000 EGP 69,000 Out Door 6th Oct EGP 133,333 EGP 133,333 EGP 133,333 EGP 133,333 EGP 133,333 EGP 133,333 EGP 133,333 EGP 133,333 EGP 133,333 EGP 133,333 EGP 133,333 EGP 133,333 EGP 1,600,000 Mehwar EGP 125,000 EGP 250,000 EGP 125,000 EGP 125,000 EGP 125,000 EGP 125,000 EGP 875,000 Bill Board 26 yolyou EGP 25,000 EGP 25,000 EGP 25,000 EGP 25,000 EGP 25,000 EGP 125,000 North coast EGP 40,000 EGP 40,000 EGP 80,000 Sousets EGP 20,000 EGP 20,000 EGP 20,000 EGP 20,000 EGP 20,000 EGP 20,000 EGP 20,000 EGP 140,000 Light boxes EGP 150,000 EGP 150,000 EGP 150,000 EGP 300,000 EGP 150,000 EGP 900,000 EGP - Total out door EGP 303,333 EGP 308,333 EGP 328,333 EGP 618,333 EGP 443,333 EGP 133,333 EGP 278,333 EGP 283,333 EGP 258,333 EGP 278,333 EGP 158,333 EGP 328,333 EGP 3,720,000 Events launching EGP 800,000 EGP 800,000 Shops tour EGP 8,000 EGP 8,000 EGP 8,000 EGP 8,000 EGP 8,000 EGP 8,000 EGP 8,000 EGP 8,000 EGP 8,000 EGP 8,000 EGP 80,000 Clubs tour EGP 10,000 EGP 10,000 EGP 10,000 EGP 10,000 EGP 10,000 EGP 10,000 EGP 10,000 EGP 10,000 EGP 10,000 EGP 10,000 EGP 100,000 North coast tour EGP 50,000 EGP 50,000 EGP 100,000 CITYSTARS EGP 60,000 EGP 60,000 EGP 60,000 EGP 60,000 EGP 240,000 EGP - Total Events EGP 860,000 EGP 18,000 EGP 18,000 EGP 128,000 EGP 128,000 EGP - EGP 18,000 EGP 18,000 EGP 18,000 EGP 18,000 EGP 18,000 EGP 78,000 EGP 1,320,000 Public relations women sports sposorship EGP 10,000 EGP 10,000 EGP 10,000 EGP 10,000 EGP 10,000 EGP 10,000 EGP 10,000 EGP 10,000 EGP 10,000 EGP 10,000 EGP 10,000 EGP 110,000 women events & days EGP 40,000 EGP 40,000 Hot line EGP 10,000 EGP 10,000 Total Public relations EGP 10,000 EGP 10,000 EGP 10,000 EGP 10,000 EGP 50,000 EGP 10,000 EGP 10,000 EGP 10,000 EGP 10,000 EGP 10,000 EGP 10,000 EGP 10,000 EGP 160,000 Printed Materials Flyers, cards & Invitations EGP 20,000 EGP 20,000 EGP 20,000 EGP 20,000 EGP 20,000 EGP 20,000 EGP 20,000 EGP 140,000 Total printed Materials EGP 20,000 EGP - EGP 20,000 EGP 20,000 EGP 20,000 EGP - EGP 20,000 EGP - EGP - EGP - EGP 20,000 EGP 20,000 EGP 140,000 T.V ads MBC EGP 300,000 EGP 300,000 EGP 300,000 EGP 900,000 LBC EGP 300,000 EGP 300,000 EGP 300,000 EGP 900,000 Total T.V ads EGP 600,000 EGP - EGP - EGP 600,000 EGP - EGP - EGP - EGP - EGP - EGP - EGP - EGP 600,000 EGP 1,800,000 GRAND TOTAL EGP 1,927,499 EGP 435,999 EGP 475,999 EGP 1,480,499 EGP 725,999 EGP 148,333 EGP 407,999 EGP 326,333 EGP 301,333 EGP 321,333 EGP 221,333 EGP 1,132,999 EGP 7,905,662
    • Thank You