Diva Presentation 2 Dalia Final


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Diva Presentation 2 Dalia Final

  1. 1. Arab Academy for<br /> science & Technology <br />presents…<br />The project which made make up tempting even to guys..<br />
  2. 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. 3.
  4. 4. Mission Statement<br /><ul><li>Diva is a new franchised company in the Egyptian market established in Jan 2010.
  5. 5. Diva Switzerland is a multinational company known all over the world.
  6. 6. It was established in 80’s.Produced healthcare products then cosmetics </li></ul> <br />
  7. 7. 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 />
  8. 8. 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 />
  9. 9. 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 />
  10. 10. 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 />
  11. 11. 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 />
  12. 12. 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 />
  13. 13. 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 />
  14. 14. Audience profile<br />
  15. 15. Competitive analysis<br /><ul><li>Max factor 50%
  16. 16. Bourjois 15%
  17. 17. YSL 10%
  18. 18. Others 25%
  19. 19. 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 />
  20. 20. SWOT Analysis Internal Analysis<br />
  21. 21. SWOT Analysis External Analysis<br />
  22. 22. 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 />
  23. 23. 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 />
  24. 24. Target Message<br /><ul><li>Attributes/Benefits:
  25. 25. 7 days lasting make up
  26. 26. Diva is 100% natural , for all skin types and all ages
  27. 27. With Diva no need to carry your make up in your bag</li></ul> <br /><ul><li>Use/Application
  28. 28. Wear make up on Saturday ,look nice and natural till Friday
  29. 29. Diva for all kind of skin and all ages.</li></ul> <br />
  30. 30. 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 />
  31. 31. 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 />
  32. 32. Communication campaign<br />Huge campaign under slogan:<br />“Wake up with make up” & ‘’ Do…. with make up’’<br /><ul><li>Body shops activities
  33. 33. LCD ads and ‘’Diva‘s whisper in shop tour’’:
  34. 34. professional make up artist and free make up trials
  35. 35. 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 />
  36. 36. 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 />
  37. 37. Total budget (EGP 7,905,662) for this year:<br /><ul><li>Outdoor (L.E 3,720,000)
  38. 38. Events (L.E 1,320,000)
  39. 39. Magazine (L.E 120,000)
  40. 40. T.V (L.E 1,800,000)
  41. 41. Radio (L.E 576,662)
  42. 42. PR (L.E 160,000)
  43. 43. Printed materials (L.E 140,000)
  44. 44. Internet/interactive (L.E 69,000)</li></ul>Communication campaign<br />
  45. 45. Communication campaign<br />
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  53. 53. Thank You<br />