This document provides a marketing plan for Diva's Whisper, a new line of long-lasting makeup by Diva Switzerland. The plan includes market research showing consumer preferences and spending habits. It outlines the product, a 1-year makeup set, and a positioning strategy focusing on the makeup's 7-day longevity. An integrated communication campaign is proposed with the slogans "Wake up with makeup" and "Do...with makeup." Elements include events, magazine ads, radio, TV, outdoor advertising, and PR activities. The total proposed budget is over 7 million Egyptian pounds allocated across various media over 2010.

1. Arab Academy for
science & Technology
presents…
The project which made make up
tempting even to guys..

2. Prepared by:
• Dalia El Sherbiny
• Sara Askar
• Ahmed Arafat
• Ahmed El Gharably
• Hussein Al Abshihy
• Mohamed El Laimony

4. 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

5. 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

6. 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

7. 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

8. 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.

9. 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

10. 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)

11. 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

12. Audience profile
Class A
Active
women
New users & switchers
Age 22 to 45
Females

13. 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.

14. 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

15. 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

16. 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)

17. 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.

18. 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.

19. 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.

20. 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

21. 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

22. 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

23. 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.

24. 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)

25. 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

33. Thank You