7. 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
8. 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
9. 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
10. 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.
11. 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
12. 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)
13. 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
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.
22. 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)
23. 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. Positioning Strategy
30. 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. Target Message
31. 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
36. 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. Communication campaign
