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Transcript of Mistura Beauty
Sell 35,000 units of Mistura Beauty Solution in 12 months
Secure a market share of 1%
Attain sales of $945,000 and a profit of $633,150
Gross profit margin of 60%
Canadian women, aged 35-55
working, busy, mothers
70% of these women work
Over 50% have children
average income $45,000-$52,000/year
Total target market: 3.5 million women
relatively low involvement, can become habitual
Canadian women purchase luxury makeup based on:
quality (premium pricing)
Mistura Beauty Solutions
After being acquired by L’Oreal, Mistura Beauty Solutions is being introduced as a national brand in Canada. There is an opportunity for Mistura Beauty Solutions to attain 1% of the market share of cosmetic foundations by increasing brand awareness, developing a favourable brand attitude and encouraging initial brand trial.
This will be achieved by launching a national integrated marketing and communications campaign using public relations, sales promotion and advertising strategies.
Create and build brand awareness
90% of target market aware of Mistura in 12 months
Shape a positive brand attitude
Position Mistura as a versatile solution
70% of target market will have Mistura in their evoked set in 12 months.
40% of target market will prefer Mistura over other foundations
Initiate brand trial
Public Relations Campaign
Print and Online
Sampling and Public Relations
Channels of Distribution
versatility - adjusts to women's skin
simple, quick beauty solution for busy women
emphasize natural beauty, build confidence
professional, classic, natural, helpful
Mistura makeovers in 5 major Canadian cities
$5 donation to Dress for Success
Sampling increases brand trial
Conveys the product's USP
Positive brand image
Charity's mission matches campaign theme: helping women
International not-for profit organization
Helps women find a career:
Readership: 3.3 million
Average age: 47
Household income: $79,000
Over 50% university educated
run in 4 issues
Telephone and mail questionnaires gauging brand awareness, attitudes
Web traffic analysis