1. IIT CONSULTING TEAM Dec, 11st, 2015

2. MengChen Li
Celestine McGee
Yao Yao
Qi Zhang
MengMeng Zheng
TEAM MEMBERS
00

3. 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

4. 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
Wine
Inspired
Walgreens
Wine
Stores
Online
IIT
…
look deVine Introduction
01

5. Key Questions
How 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
Introduction
01

6. Business Canvas Introduction
01

7. INDUSTRY ANALYSIS

8. Features Industry Analysis
02
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

9. Industry Overview Industry Analysis
02
Sales
Rebound
Growing
Performance
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.

10. Gemographic Industry Analysis
02
72% 50% 85% 45%
18-24
Lip Balm Lipstick Lipstick Lip Balm
Over 65 Senior
Demographic Users
• Gender
The majority usage of woman VS. the rising demand from men
• Age
Lip products are widely used by the teenage group

11. Features Industry Analysis
02
Natural
and
Organic
Anti-
Oxidant
SPF
Ratings
UV
Protecti
on

12. CONSUMER ANALYSIS

13. Consumer Overview Consumer Analysis
02
Current Target
Customer
18-55
Female
Analysis Methods
Decision Making Process
Survey Analysis

14. Decision Making Process Consumer Analysis
02
01
02
03
04
Post Purchase
• Satisfaction
Purchase
• Physical Need
• Mental Need
Information
Collection And Filter
• Function
• Brand Image
• Other Features
Need Recognition
• Beauty
• Lip health

15. Consumer Analysis
02
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
look deVine with benefits from wine deVine beauty deVine
What brand name do you prefer?
Brand
Look deVine
with benefits
from wine
0%
5%
10%
15%
20%
25%
30%
35%
40%
In Store Online Magazine Gift Other
How did you discover deVine?
Channel to
know deVine:
online,
magazine, gift
For Existing Customer
Survey Analysis

16. Consumer Analysis
02
21%
13%
13%5%
24%
24%
which deVine product do you use now?
shimmers soaps lotions
hand 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

17. Consumer Analysis
02
For Non Customer
Where do you shop for lip products?
drug store (Walgreens / CSV) grocery
gift shop mass retail (Target / Walmart)
online specialty (Sephora/ Ulta)
Shop lip
product
location:
specialty
(sephora/ulta),
online, drug
store
0 10 20 30 40 50 60
QUALITY
PRICE
BRAND IMAGE
PACKAGING
ADVERTISEMENT & PROMOTION
FUNCTION (SPF,…
INGREDIENTS (NATURAL, ALCOHOL…
What do you consider when you buy lip products?
Factors
influence your
purchase
quality,
function, price,
brand image
Survey Analysis

18. Survey Analysis Consumer Analysis
02
For Non Customer
0 10 20 30 40 50
SPARKLE / SHIMMER
SHINE / GLOSS
FLAVOR
COLOR
TASTE/SMELL
COOLING TINGLE
THICKNESS/TEXTURE
HYDRATION
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-$9
above $10

19. Additional Finding Consumer Analysis
02
Over 25 Wine
New
Target
Customer
• Female aged above 25 years old who love beauty
and wine.
• They also care about the quality, color and scents.

20. COMPETITIVE ANALYSIS

21. 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 Analysis
02

22. 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 Analysis
02

23. 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

24. SOCIAL MEDIA STRATEGY

25. Social Media Overview03
40% 170
Minutes/month
53% 56% 54%
Frequency Search Sharing
Time Official Website
42
Billion
Engagement
Social Media Strategy

26. 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

27. Channel Analysis03
Fans
Actions
Per Brand
Actions
Per 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%

28. Strategies Social Media Strategy
03
Ensure Goals for Campaigns
• Increase website traffic
• Increase brand awareness
Create Engaging Content
Improve Customer Service
Focus On Networks that Add Value

29. Tactics Social Media Strategy
03
Delivery a strong brand
personality-wine
inspired
Build relationships
with customers
Using videos
Launching activities
and promotion
Creating meaningful
content

30. MARKETING STRATEGY

31. Growth Matrix Marketing Strategies Analysis
03
• Product
frequency of use
• Quantity used
• Prolong the
retention of
buyers
• Better satisfy
diversify
customers
• Keep existing
customer loyalty
look
deVine

32. Niche Market Marketing Strategies Analysis
03
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.

33. Focus Strategies Marketing Strategies Analysis
03
Brand
Image
Rebuild
grape package 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

34. Focus Strategies Marketing Strategies Analysis
03
01 02 03 04 05
Referral
Programs
Freebies Pro Story
Telling
Car Wraps Social Media
Contests
06
PPC
Advertising
How To Increase Brand Awareness?

35. RECOMMENDATIONS

36. Recommendations Recommendations and A to Q
04
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.

37. Q & A

38. THANK YOU