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Diva Presentation 2 Dalia Final
Diva Presentation 2 Dalia Final
Diva Presentation 2 Dalia Final
Diva Presentation 2 Dalia Final
Diva Presentation 2 Dalia Final
Diva Presentation 2 Dalia Final
Diva Presentation 2 Dalia Final
Diva Presentation 2 Dalia Final
Diva Presentation 2 Dalia Final
Diva Presentation 2 Dalia Final
Diva Presentation 2 Dalia Final
Diva Presentation 2 Dalia Final
Diva Presentation 2 Dalia Final
Diva Presentation 2 Dalia Final
Diva Presentation 2 Dalia Final
Diva Presentation 2 Dalia Final
Diva Presentation 2 Dalia Final
Diva Presentation 2 Dalia Final
Diva Presentation 2 Dalia Final
Diva Presentation 2 Dalia Final
Diva Presentation 2 Dalia Final
Diva Presentation 2 Dalia Final
Diva Presentation 2 Dalia Final
Diva Presentation 2 Dalia Final
Diva Presentation 2 Dalia Final
Diva Presentation 2 Dalia Final
Diva Presentation 2 Dalia Final
Diva Presentation 2 Dalia Final
Diva Presentation 2 Dalia Final
Diva Presentation 2 Dalia Final
Diva Presentation 2 Dalia Final
Diva Presentation 2 Dalia Final
Diva Presentation 2 Dalia Final
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Diva Presentation 2 Dalia Final

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  1. Arab Academy for<br /> science & Technology <br />presents…<br />The project which made make up tempting even to guys..<br />
  2. Prepared by:<br />Dalia El Sherbiny<br />Sara Askar<br />Ahmed Arafat<br />Ahmed El Gharably<br />Hussein Al Abshihy<br />Mohamed El Laimony<br />
  3. Mission Statement<br /><ul><li>Diva is a new franchised company in the Egyptian market established in Jan 2010.
  4. Diva Switzerland is a multinational company known all over the world.
  5. It was established in 80’s.Produced healthcare products then cosmetics </li></ul> <br />
  6. Mission Statement<br />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.<br />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<br />
  7. Market research results<br />75% Every day make up user<br />50% 20 min/day & 35% 40 min/ day to wear &remove makeup<br />80% switchers<br />50% Quality,30%Durability<br />60% want to look Nice& natural when they wear make up<br />50% prefer Max factor ,15%Bourjois <br />
  8. Market research results<br />60% spend more than 500L.E/ year on make up<br />60% know about new brands from body shops &stores<br />42% depend on Own experience,25% on friends recommendations<br />60% will buy Diva’s whisper immediately 12% After friends recommendations<br />
  9. Marketing Mix<br />Product:<br /> One year set in leather off white case composed of <br />-foundation, blusher, lipstick, liquid eye liner, kohl and concealer.<br />Price:<br /> 950 L.E for the whole set and membership card.<br />
  10. Marketing Mix<br />Place:<br />Pull strategy during the product launch phase.<br />Body shops and make up stores: Fortune, Faces and Le Palais des Parfums &Mazaya<br />Chain pharmacies: Seif and Ezaby<br />
  11. Marketing Mix<br />Promotion<br />Point of sale: printed ads, LCDs ads, free make up trials<br />Out doors: Billboards, light boxes..<br />Media adv: (T.V ,Radio, Magazines)<br />
  12. Perception<br />Usage and acceptance of the product:<br />Majority will use product, only10% will not use it <br />External information how customers know about new products:<br />Mainly Stores, outdoor and body shops<br />Magazines<br />Buying (interpretation):<br />Will depend on their previous experience (or friend’s) and recommendations of make up professionals<br />
  13. Audience profile<br />
  14. Competitive analysis<br /><ul><li>Max factor 50%
  15. Bourjois 15%
  16. YSL 10%
  17. Others 25%
  18. 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.</li></ul> <br />
  19. SWOT Analysis Internal Analysis<br />
  20. SWOT Analysis External Analysis<br />
  21. Positioning Strategy<br />Use application positioning:<br />Diva is more economical ,you can put just once and it will last 7 days.<br />Diva for all kind of skin and all ages( no sensitivity for make up with Diva)<br />Diva is known to be against animal testing & using carcinogenic synthetic origin colors to make color cosmetics closer & safer to our ladies . <br />Quality (High quality Swedish product) <br /> <br /> <br /> <br />
  22. Against the product class strategy:<br />With Diva no need to carry your make up in your bag as you will were it once a week.<br />Look nice and natural when you swim, when you work out.<br />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. <br />Positioning Strategy<br />
  23. Target Message<br /><ul><li>Attributes/Benefits:
  24. 7 days lasting make up
  25. Diva is 100% natural , for all skin types and all ages
  26. With Diva no need to carry your make up in your bag</li></ul> <br /><ul><li>Use/Application
  27. Wear make up on Saturday ,look nice and natural till Friday
  28. Diva for all kind of skin and all ages.</li></ul> <br />
  29. Promise:<br />Wake up with make up<br />Swim with make up<br />Work with make up<br />Save time and money with Diva, buy your make up only once a year.<br />Target Message<br />
  30. Advertising Objective<br />In our ads we are aiming to create:<br />Awareness: make the consumer aware Diva’s Whisper<br />Comprehension: explain benefits of Diva’s whisper and the difference between it and other brands<br />Convention: convince consumers, it’s more durable, better quality and more economical<br />
  31. Communication campaign<br />Huge campaign under slogan:<br />“Wake up with make up” & ‘’ Do…. with make up’’<br /><ul><li>Body shops activities
  32. LCD ads and ‘’Diva‘s whisper in shop tour’’:
  33. professional make up artist and free make up trials
  34. Roll ups, printed ads</li></li></ul><li>PR activities<br /> Marina ‘’ Yashmak’’ ‘’swim with Diva’’<br />Awareness sessions on how synthetic make up can harm your skin will be held by dermatologists in clubs, health centers <br />Media ads:<br />Magazine ads<br />TV <br />Radio<br />Communication campaign<br />
  35. Internet/interactive<br />Interactive website to advice customers by professionals and buy online.<br />SMS campaign it’s a new method which make our campaign Integrated marketing campaign.<br />Communication campaign<br />
  36. Total budget (EGP 7,905,662) for this year:<br /><ul><li>Outdoor (L.E 3,720,000)
  37. Events (L.E 1,320,000)
  38. Magazine (L.E 120,000)
  39. T.V (L.E 1,800,000)
  40. Radio (L.E 576,662)
  41. PR (L.E 160,000)
  42. Printed materials (L.E 140,000)
  43. Internet/interactive (L.E 69,000)</li></ul>Communication campaign<br />
  44. Communication campaign<br />
  45. Thank You<br />

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