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Mistine Cosmetics

Presentation by: Yvette Getty & Tracy Baker

Past & Current Situation

Purpose & Content

The purpose of this report is to inform and highlight areas of success and areas of concern in Mistine. A SWOT analysis will show these such areas.

  • Product Line
  • Manufacturing supported by certifications and adherence to Good Manufacturing Principles through the FDA
  • Low return rate
  • Satisfaction guarantees
  • Quality of product
  • Global expansion
  • Pricing strategies need to be addressed

Past & Current Situation

  • 1991 - Better way launches Mistine Product Line
  • Direct selling - primary means of distribution
  • 1997 - Direct selling becomes the preferred method of selling cosmetics by consumer
  • Sales:
  • Previous advertising campaign
  • Employee turnover rate 200%
  • Employees - Mistine a second job
  • Competitors
  • Advertising/Positioning:
  • Word of mouth Strategy
  • Dr. Deerojanawong - gave credibility
  • Advertising 10%-70% enforced
  • perception of direct selling

SWOT Analysis

Conclusion - Request for Action

  • Strengths
  • Weaknesses
  • Opportunities
  • Threats
  • Sales Strategy
  • Advertising/Position Strategy
  • Distribution Strategy
  • Strategic Marketing
  • Pricing Strategy

Sales Strategy

  • Minimize competition
  • Effectively demonstrate product through direct sales/presentation

Distribution Strategy

Strategic Marketing

  • Direct channel
  • Meet demands of consumer
  • Customer service level
  • Promote customer loyalty
  • Promote confidence in brand image

  • Market Expansion
  • Ethnic groups, genders, demographics
  • New Product Development
  • Meet consumer demands
  • Appeal to new target markets

Pricing Strategy

Opportunities

  • Uniform delivered pricing
  • Market expansion to International markets
  • Perceived value pricing
  • Meet consumers preferences/expectations

*Must assure it meets profitability requirements

Strengths

Questions

Advertising/Positioning

  • Huge market for salespeople
  • Expansion on a world wide scale
  • New Product for different races/genders
  • Thailand consumers prefer direct sales operations (simple/efficient)
  • Moneyback guarantees boost confidence in products
  • Strong customer loyalty
  • Market to upper/middle class
  • State of the art technology to produce product made to withstand the climate

  • New Products
  • New Markets
  • Promote brand image
  • Quality Products
  • Mass marketing
  • Appealing packaging and prices
  • Brand recognition
  • Benefits for salespeople
  • Products created for Asian women
  • Number one in market share

Threats

Weaknesses

  • Current competitors in the industry, Avon, Amway, etc
  • Foreign entrants into the competition
  • Political risks of entering new foreign markets
  • Pricing impact by Tai Law with wage increase mandates
  • Motivation for salespeople
  • Employee turnover
  • Perception of product quality
  • Heavily dependent on direct selling channel
  • Perception of female only products
  • Loss of Influential leader
  • Expected high cost of advertisement

Assumptions

4 P's

Marketing Strategies

Mistine will:

  • Hire well-qualified sales people
  • Increase exposure of new and existing products
  • Increase loyalty and confidence
  • Commit to satisfying customer's needs/wants
  • Expand its product line and maintain sales of current product line
  • Assure its business practices are transparent and ethical

  • Price
  • Product
  • Promotion
  • Place
  • Sales
  • Advertising & Positioning
  • Distribution
  • Strategic Marketing
  • Price & Product

Price

Promotion

Sales Management

Place

Advertising & Positioning

Strategic Marketing

  • Salesperson recruiting
  • Job enrichment & promotion
  • Mistines Diamond lipstick campaign donates a portion of the revenue to the Thailand's foundation for the blind
  • Mistines very first TV campaign raised brand awareness within two months from 10% to 70%
  • Media mix
  • Reach & Frequency
  • Price at the beginning for beauty products was $3.
  • Price was raised to around $6 when Mistine saw that the economic recession was softening
  • Market expansion
  • New product development
  • Middle Eastern
  • European
  • Asian
  • African

Product

Distribution

Price

  • Skincare
  • Body care
  • Makeup
  • Fragrance
  • Personal care
  • Uniform delivered pricing
  • Perceived value pricing
  • Direct channel selling
  • Customer service level
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