Send the link below via email or IMCopy
Present to your audienceStart remote presentation
- Invited audience members will follow you as you navigate and present
- People invited to a presentation do not need a Prezi account
- This link expires 10 minutes after you close the presentation
- A maximum of 30 users can follow your presentation
- Learn more about this feature in our knowledge base article
Do you really want to delete this prezi?
Neither you, nor the coeditors you shared it with will be able to recover it again.
Make your likes visible on Facebook?
You can change this under Settings & Account at any time.
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