final presentation without video
TRANSCRIPT
IIT CONSULTING TEAM Dec, 11st, 2015
MengChen Li
Celestine McGee
Yao Yao
Qi Zhang
MengMeng Zheng
TEAM MEMBERS00
1
3
4
The basic information about deVineshimmers and its products. Business canvas and key questions.
We used 3 types of analysis, industry analysis, consumer analysis, and competitive analysis, to develop marketing strategies.
3 main marketing strategies and several specific strategies for deVineshimmers.
Through business analysis and marketing strategies, we found out several answers to solve the critical issues of deVineshimmers .
AGENDA
01. Introduction
02. Business Analysis
03. Marketing Strategies
04. Recommendations & A to Q
2
Executive Summary00
Women love wine and beauty
To sell products in wine stores is another way to expand market
Look deVine is trying to expand its market to online sales market
The lip products of look deVine were sold in Walgreens Our team very
deeply look into key question of look deVine , and try our best to solve them
With our recommendations, we believe that look deVine will succeed in the online market penetration
WineInspired
Walgreens
WineStores
Online
IIT
…
look deVine Introduction01
Key QuestionsHow to help look deVine increase its online sales?
Is the current brand image consistent? Wine or Grape?
How to raise look deVine’s brand awareness to increase profits and penetrate online market?
Online Sales
Brand Image
Brand Awareness
Introduction01
Business Canvas
Introduction01
INDUSTRY ANALYSIS
Features Industry Analysis02
Products Price Look deVine ® Beauty is an all-natural line of personal
care and beauty products. Within the skin care line; we offer a wide array of
products including, facial scrubs, body and hand lotions, eye cream, cleansing wipes and body scrubs.
Within the beauty care line, we offer tinted lip balms (shimmers), tinted lip shines, SPF Lip balms.
$6 for all kinds of lip shimmers
$10 & $24 for lip shimmers buddle
$6-$18 for body products.
Position Channel
All natural personal care and beauty products for daily use for all age.
Beauty products mainly for women with lip balms for men.
Body products for all people.
Official website accepts online orders
Drug stores (Walgreens)
Wine store
Industry Overview Industry Analysis02
Sales Reboun
d
Growing Performanc
e
Lip cosmetics segment posted gains of nearly 9% between 2012 and 2014, with sales poised to reach nearly $ 1.4 billion in 2014.
It is currently the strongest performing segment in growth, compared to 6.4% ($ 4.8 billion) growth for the facial cosmetics market and 4.2% ($ 3.4 billion) gains for eye makeup during that same time period.
Gemographic Industry Analysis02
72% 50% 85% 45%
18-24Lip Balm Lipstick Lipstick Lip Balm
Over 65 SeniorDemographic Users
• Gender The majority usage of woman VS. the rising demand from men• Age Lip products are widely used by the teenage group
Features Industry Analysis02
Natural and Organic
Anti-Oxidant
SPF Ratings
UV Protecti
on
CONSUMER ANALYSIS
Consumer Overview Consumer Analysis02
Current Target Customer
18-55Female
Analysis Methods
Decision Making Process
Survey Analysis
Decision Making Process Consumer Analysis02
0102
0304
Post Purchase• Satisfaction
Purchase• Physical Need• Mental NeedInformation
Collection And Filter• Function• Brand Image• Other Features
Need Recognition• Beauty• Lip health
Consumer Analysis02
look deVine with benefits from wine
deVine beauty deVine0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
What brand name do you prefer?
BrandLook deVine with benefits from wine
In Store Online Magazine Gift Other0%
5%
10%
15%
20%
25%
30%
35%
40%
How did you discover deVine?
Channel to know deVine: online, magazine, gift
For Existing Customer
Survey Analysis
Consumer Analysis02
21%
13%
13%5%24%
24%
which deVine product do you use now?
shimmers soaps lotionshand creams lip balms lip shines (glosses)
Main product consumer use: lip balms, lip shine, lip shimmer
16% 14% 13%22%
3%
14%8% 11%
Which features are most important during your purchase devine? Important
features impact purchase: color and scents, antioxidants and anti-aging properties, price, nature
For Existing Customer
Survey Analysis
Consumer Analysis02
For Non Customer
Where do you shop for lip products?
drug store (Walgreens / CSV) grocerygift shop mass retail (Target / Walmart)online specialty (Sephora/ Ulta)
Shop lip product location: specialty (sephora/ulta), online, drug store
quality
brand image
advertisement & promotion
ingredients (natural, alcohol free)
0 10 20 30 40 50 60
What do you consider when you buy lip products?
Factors influence your purchase quality, function, price, brand image
Survey Analysis
Survey Analysis Consumer Analysis02
For Non Customer
sparkle / shimmer
shine / gloss
flavor
color
taste/smell
cooling tingle
thickness/texture
hydration
0 5 10 15 20 25 30 35 40 45 50
When using a lip product what is important to you?
Features influence using: color, hydration, taste/smell
Price willing to pay for lip product: above $6 if they like it
14%
26%
27%
33%
What is the most you would pay for a lip shimmer?
$0-$3$3-$6$6-$9above $10
Additional Finding Consumer Analysis02
Over 25 WineNew
Target Customer
• Female aged above 25 years old who love beauty and wine.
• They also care about the quality, color and scents.
COMPETITIVE ANALYSIS
Tom’s of Maine Burt’s Bee Aveeno Wine Country Organics
Price Lower Lower Higher Simliar
Brand Awareness 39 54 95 N/A
Competitors Competitive Analysis02
Comparison between 3 brands
Wine Country Organics is provide 8 colors lip tint and 1 color lip balm
deVine is provide 8 colors lip shimmer, 2 colors lip shine and 1 color lip balm
Burt’s Bee is provide 14 colors lip shimmer, 6 colors lip shine and 9 colors lip tint
Products Categories
Wine Country Organics is only focus on online sales
deVine sells its product in some Walgreen and wine store, and through internet
Burt’s Bee ‘s products are sold in retailer stores, some boutique store and online
Channels
The average price of Wine Country Organics is $ 5.75
deVine’s average price is highest, equal to $ 6.13
Burt’s Bee’s average price is between $ 5.10 to $ 6.00
Average Price
Wine Country Organics
Look deVine
Burt’s Bee
Competitors Competitive Analysis02
SWOT Competitive Analysis
S W
O T
Competitive Analysis
Mixed Up Brand Image Weak Brand Awareness No Auto-Delivery Sales
Model Limited Color Category
Mass Market Competitors
Low Industry Barrier
Growth Online Market Nature Trend Follower Advantage
Price Advantage Nature Feature Wine Feature Diversity Sales
Channel Skin Care Products
02
SOCIAL MEDIA STRATEGY
Social Media Overview03
40% 170Minutes/month
53%
56% 54%
Frequency Search Sharing
Time Official Website
42Billion
Engagement
Social Media Strategy
Channel Analysis03
58%38%
4%
H1 2014: 25.75 Billion Actions 48%
48%
4%
H1 2015: 39.25 Billion Actions
Facebook: 26%Twitter: 40%Instagram: 96%
Social Media Strategy
Channel Analysis03
FansActions
Per BrandActionsPer Post
Social Media Strategy
0.1 M / + 40%395 K / + 91% 129 / +8%
164K / +54%2.8 M / +94%336 k / + 247%
1.4 M / +27% 1.2M / +26% 2.5 K / +5%
Strategies Social Media Strategy03
Ensure Goals for Campaigns• Increase website traffic• Increase brand awareness
Create Engaging Content
Improve Customer Service
Focus On Networks that Add Value
Tactics Social Media Strategy03
Delivery a strong brand personality-
wine inspired
Build relationships with customers Using videos
Launching activities and
promotionCreating meaningful
content
MARKETING STRATEGY
Growth Matrix Marketing Strategies Analysis03
• Product frequency of use
• Quantity used
• Prolong the retention of buyers
• Better satisfy diversify customers
• Keep existing customer loyalty
look deVine
Niche Market Marketing Strategies Analysis03
1
3
2
4
01. Identify your niche market
Why niche market?
03. Determine special needs
What makes your business so
special?
02. Access Customer
What are customers buying
from look devine?
04. Create content to meet your audience’s needs.
Focus Strategies Marketing Strategies Analysis03
Brand Image
Rebuildgrape packag
e alcohollogo
• Use wine bottle instead of grape• Consistent logo name
• When spread wine feature, pay attention to alcohol feature
.
• All the information about grape should be change to wine
• A tube with wine bottle shape
Focus Strategies Marketing Strategies Analysis03
01 02 03 04 05
Referral Programs
Freebies Pro Story Telling
Car Wraps Social Media Contests
06
PPC Advertising
How To Increase Brand Awareness?
RECOMMENDATIONS
Recommendations Recommendations and A to Q04
Brand Image
• Highlight the unique brand image “Wine Inspired Products”.• Be consistent with brand name --- Look deVine, no matter if it’s
on social media, official website and product packaging.• Redesign the logo of Look deVine, use a wine bottle or wine
glasses to replace the grape. • Communicate that all our products are alcohol-free, highlight
the benefits like more moisture and Anti-Aging customers can get from natural ingredients.
Brand Awareness
• Focus on using social media to get more brand attention.
• Share more news and promotional information with customers. Provide gift sets during holiday season to get more attention to sales.
• Referral Programs• Car Wraps• Freebies• PPC (Pay Per Click) Advertising
Increase Online Sales
• Niche market strategy, look deVine products are for wine and beauty lovers.
• Look deVine might do more on product innovation, such as provide more color of lip shimmers or more different kind of skin care products.
• Create a membership point system. • Social media campaign and promotions.
Q & A
THANK YOU