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Data Management

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by

Katherine Chan

on 9 March 2014

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Transcript of Data Management

experiment with new goods
Wet 'n' Wild

Magazine

Loyalty Program

There is something for everyone.”
"I want to feel
naturally
.
Objectives:
Objectives:
Online Community

Loyalty Program

Overview
... small
Campaign Objectives
do product research
female millennial shoppers ages 22-27
Female young adults; ages 16-21
steady source of discretionary income
Financial Projections
Advertising Media
increase revenues by 4.6% quarterly
Television and YouTube Commercials
850 million active users
increase in use of cosmetics
are influenced by peers, the media, and the Internet
1. increase sales
Secondary Target Market
establish increased brand recognition through "likes"
Facebook
Blogging Outreach
Promotional Events
Objective: establish brand image
Schedule of Advertising Media
PHYSICIANS
FORMULA
updated with social media and technology
middle-class background [$50,000-$70,000]
Primary Target Market
Campaign Theme
Industry and Market
Start-Up Promotion
Physicians Formula Website
Social Media
Twitter
YouTube
increased interest in organic and natural

products
quick-paced industry that revolves around:
VIP Experience with Celebrity Blogger
participants create two different looks with Physicians Formula products
winner receives makeover from a respected beauty blogger
Video Submission Contest
submit a video describing the feeling they achieve when using Physicians Formula products
winners receive a one-page spread in the MyOwn Magazine
53% of consumers use Twitter to recommend companies or products
increase brand publicity
attract online users with interest in makeup
regularly posting videos for subscribers
increase success of promotional activities
share their own personalized looks
participate in weekly makeup challenges
MyOwn cosmetic bag with 5 travel-size Physicians Formula products
online tutorials by beauty bloggers
Budget
return on investment:
3.76 : 1
Industry Average
receive email updates
complete beauty survey to tailor products
$10 monthly payment or $110 per year
Brand Re-Imaging
Physicians Formula 2013 Campaign
79% of consumers like a Facebook page to receive discounts and incentives
take price into account
Market Strategy
Promotional
Program
spend significant amount of money on cosmetic products
personalization
"I want to feel

naturally
..."

"There is something for everyone."
2. foster customer loyalty
Objectives:
2. increase sales
2. increase sales through the MyOwn promotional program
Story Board
emphasis on natural and organic
1. establish a brand image
Vancouver
Toronto
Montreal
Calgary
Edmonton
Target Market
Objectives:
2. establish brand confidence
Objectives:
1. attract prospective customers
Objectives:
4.51 : 1
Physicians Formula
emphasize campaign theme to create

market appeal
encourage customers to be
engaged
increase
trust
in brand
are engaged with brands
MyOwn online community
share their own personalized looks
receive email updates
MyOwn promotional program
$10 monthly payment
focus on target market's unique characteristics
use of accessible and trusted forms of media
encouraging customer involvement with brand
Evaluating the Campaign
Quantitative data
sales generated
number of likes, shares, and mentions online
Qualitative data
customer feedback
members in MyOwn Loyalty Program
emphasis on
growing trends
in cosmetics industry
use of
word -of-mouth
and publicity advertising
establishing an
emotional connection
with consumers
Focus on target market's unique characteristics
use of accessible and trusted forms of media
encouraging customer involvement with brand
Cost: $2,563,000
Cost: $29, 700
Cost: $217,900
Cost: $247,500
Cost: $8,000
Cost: $500
Cost: negligible
Current Position
Plan of Action
Campaign Analysis
Strategy
1. retain customers by engaging them with the brand
1. establish trustworthy reputation through product reviews
Increase sales by
4.6% each quarter

Enhance brand confidence and customer loyalty

Re-establish brand reputation and image
Quarters 3 & 4
Expand market share from 5% to 7-8% in the cosmetics industry
MyOwn Promotional Program: 25,000 subscribers
MyOwn Online Community: 60,000 members
Quarter 2
Quarter 1
Economic downturn

Competition in cosmetics industry
Increasing appeal towards:
- natural and organic
- personalization

Brand re-imaging to reposition company in industry
Lack of presence online

No particular focus on target market
Threats
Opportunities
Weaknesses
Affordable and marketable products that can appeal to the target audience
Strengths
2. introduce re-imaged brand
3. stimulate sales
Focus: versatility of the products
Focus: re-affirm customer involvement
Almay
Covergirl
Rimmel
Revlon
Maybelline
OPI
Bourjois
NYC
Gosh
Essence
Quo
Elf
Neutrogena
Cover FX
Sally Hansen
Annabelle
NYX
Milani
L'oreal
Strategy
Focus on target market's unique characteristics
use of accessible and trusted forms of media
encouraging customer involvement with brand
Company Overview
hypoallergenic and affordable cosmetic lines
sold in retailers such as Loblaws, Wal-Mart, and Shoppers Drug Mart
consumers
fashion industry
Present
Quarters 1 & 2
Quarter 3 & Beyond
Cost: negligible
Cost: negligible
PHYSICIANS
FORMULA
Covergirl
Rimmel
Revlon
Maybelline
OPI
Bourjois
NYC
Gosh
Essence
Cover FX
Annabelle
NYX
Milani
L'oreal
PHYSICIANS
FORMULA
Neutrogena
Quo
Sally Hansen
Elf
Almay
Alison Kwok Katherine Chan Gigi Chiu
Wet 'n' Wild
FORMULA
PHYSICIANS
Ottawa
PHYSICIANS
FORMULA
Rimmel
Revlon
Maybelline
OPI
Bourjois
NYC
Gosh
Essence
Quo
Elf
Neutrogena
Cover FX
Sally Hansen
Annabelle
NYX
Milani
L'oreal
Wet 'n' Wild
Almay
Covergirl
FORMULA
PHYSICIANS
Campaign
Campaign
Promotional Events
Objectives:
1. maintain customer loyalty through the MyOwn online community
2. establish presence in online community
Full transcript