505 Presentation

1. IIT CONSULTING TEAM Dec, 11st, 2015

2. 1 3 4 The basic information about deVineshimmers and its products. Business canvas and key questions. We used 3 types of analysis, industry analysis, consumer analysis, and competitive analysis, to develop marketing strategies. 3 main marketing strategies and several specific strategies for deVineshimmers . Through business analysis and marketing strategies, we found out several answers to solve the critical issues of deVineshimmers . AGENDA 01. Introduction 02. Business Analysis 03. Marketing Strategies 04. Recommendation & A to Q 2 Agenda

3. Women love wine and beauty To sell products in wine stores is another way to expand market Look deVine is trying to expand its market to online sales market The lip products of look deVine were sold in Walgreen Our team very deeply look into key question of look deVine , and try our best to solve them With our recommendation, we believe that look deVine will success in online market penetration Wine Inspired Walgreens Wine Store Online IIT … l ook deVine Introduction 01

4. Key Question How to help look deVine increase its online sales? Is the current brand image consistent? Wine or Grape? How to raise look deVine’s brand awareness to increase profits and penetrate online market? Online S ales Brand Image Brand Awareness Introduction 01

5. Business Canvas Introduction 01

6. INDUSTRY ANALYSIS

7. Features Industry Analysis 02 Products Price Look deVine ® Beauty is an all-natural line of personal care and beauty products. Within the skin care line; we offer a wide array of products including, facial scrubs, body and hand lotions, eye cream, cleansing wipes and body scrubs. Within the beauty care line, we offer tinted lip balms (shimmers), tinted lip shines, SPF Lip balms. $6 for all kinds of lip shimmers $10 & $24 for lip shimmers buddle $6-$18 for body products. Position Channel All natural personal care and beauty products for daily use for all age. Beauty products mainly for women with lip balms for men. Body products for all people. Official website accepts online orders Drug stores (Walgreens) Wine store

8. Industry Overview Industry Analysis 02 Sales Rebound Growing Performance Lip cosmetics segment posted gains of nearly 9% between 2012 and 2014, with sales poised to reach nearly $ 1.4 billion in 2014. It is currently the strongest performing segment in growth, compared to 6.4% ($ 4.8 billion) growth for the facial cosmetics market and 4.2% ($ 3.4 billion) gains for eye makeup during that same time period.

9. Gemographic Industry Analysis 02 72% 50% 85% 45% 18-24 Lip Balm Lipstick Lipstick Lip Balm Over 65 Senior Demographic Users Gender The majority usage of woman VS. the rising demand from men Age Lip products are widely used by the teenage group

10. Features Industry Analysis 02 Natural and Organic Anti-Oxidant SPF Ratings UV Protection

11. CONSUMER ANALYSIS

12. Consumer Overview Consumer Analysis 02 Current Target Customer 18-55 Female Analysis Methods Decision Making Process Survey Analysis

13. Decision Making Process Consumer Analysis 02 01 02 03 04 Post Purchase Satisfaction Purchase Physical Need Mental Need Information Collection And Filter Function Brand Image Other Features Need Recognition Beauty Lip health

14. Consumer Analysis 02 Brand Look deVine with benefits from wine Channel to know deVine : online, magazine, gift For Existing Customer Survey Analysis

15. Consumer Analysis 02 Main product consumer use: lip balms, lip shine, lip shimmer Important features impact purchase: color and scents, antioxidants and anti-aging properties, price, nature For Existing Customer Survey Analysis

16. Consumer Analysis 02 For Non Customer Shop lip product location: specialty ( sephora / ulta ), online, drug store Factors influence your purchase quality, function, price, brand image Survey Analysis

17. Survey Analysis Consumer Analysis 02 For Non Customer Features influence using: color, hydration, taste/smell Price willing to pay for lip product: above $6 if they like it

18. Additional Finding Consumer Analysis 02 Female aged above 25 years old who love beauty and wine. They also care about the quality, color and scents

19. COMPETITIVE ANALYSIS

20. SWOT Competitive Analysis S W O T Competitive Analysis Mixed Up Brand Image Weak Brand Awareness No Auto-Delivery Sales Model Limited Color Category Mass Market Competitors Low Industry Barrier Growth Online Market Nature Trend Follower Advantage Price Advantage Nature Feature Wine Feature Diversity Sales Channel Skin Care Products 02

21. Tom’s of Maine Burt’s Bee Aveeno Wine Country Organics Price Lower Lower Higher Simliar Brand Awareness 39 54 95 N/A Competitors Competitive Analysis 02

22. Comparison between 3 brands Wine Country Organics is provide 8 colors lip tint and 1 color lip balm deVine is provide 8 colors lip shimmer, 2 colors lip shine and 1 color lip balm Burt’s Bee is provide 14 colors lip shimmer, 6 colors lip shine and 9 colors lip tint Products Categories Wine Country Organics is only focus on online sales deVine sells its product in some Walgreen and wine store, and through internet Burt’s Bee ‘s products are sold in a great number of retailer store , some boutique store and online Channels The average price of Wine Country Organics is $ 5.75 deVine’s average price is highest, equal to $ 6.13 Burt’s Bee’s average price is between $ 5.10 to $ 6.00 Average Price Wine Country Organics Look deVine Burt’s Bee Competitors Competitive Analysis 02

23. SOCIAL MEDIA STRATEGY

24. Social Media Overview 03 40% 170 Minutes/month 53% 56% 54% Frequency Search Sharing Time Official Website 42 Billion Engagement Social Media Strategy

25. Channel Analysis 03 Facebook: 26% Twitter: 40% Instagram: 96% Social Media Strategy

26. Channel Analysis 03 Fans Actions Per Brand Actions Per Post Social Media Strategy 0.1 M / + 40% 395 K / + 91% 129 / +8% 164K / +54% 2.8 M / +94% 336 k / + 247% 1.4 M / +27% 1.2M / +26% 2.5 K / +5%

27. Strategies Social Media Strategy 03 Ensure Goals for Campaigns Increase website traffic Increase brand awareness Create Engaging Content Improve Customer Service Focus On Networks that Add Value

28. Tactics Social Media Strategy 03 Delivery a strong brand personality-wine inspired Build relations with customers Using videos Launching activities and promotion Creating meaningful content

29. MARKETING STRATEGY

30. Growth Matrix Marketing Strategies Analysis 3 Increase Product Usage Increase Market Share Product frequency of use Quantity used Prolong the retention of buyers Better satisfy diversify customers Keep existing customer loyalty look deVine

31. Niche Market Marketing Strategies Analysis 3 1 3 2 4 01 . Identify your niche market Why niche market? 03 . Determine special needs What makes your business so special? 02. Access Customer What are customers buying from look devine ? 04. Create content to meet your audience’s needs.

32. Focus Strategies Marketing Strategies Analysis 3 Brand Image Rebuild grape package alcohol logo Use wine bottle instead of grape Consistent logo name When spread wine feature, pay attention to alcohol feature . All the information about grape should be change to wine A tube with wine bottle shape

33. Focus Strategies Marketing Strategies Analysis 3 01 02 03 04 05 Referral Programs Freebies Pro Story Telling Car Wraps Social Media Contests 06 PPC Advertising How To Increase Brand Awareness

34. RECOMMENDATION

35. Recommendation Recommendation and A to Q 04 Brand Image High light the unique brand image “Wine Inspired Products”. Make consistence with brand name --- Look deVine , no matter in social media, official website and product package. Redesign logo of Look deVine , use a wine bottle or wine glasses to replace the grape. Communicate all our products are alcohol-free, highlight the benefits like more moisture and Anti-Aging customers can get from nature ingredients. Brand Awareness Focus on using social media to get more brand attention. Share more news and promotion information with customers. Provide gift set during different kind of festivals and holidays to get more attention and sales. Referral Programs Car Wraps Freebies PPC (Pay Per Click) Advertising Increase Online Sales Niche market strategy, look deVine products are for wine and beauty lovers. Look deVine might do more on product innovation, such as provide more color of lip shimmers or more different kind of skin care products. Create membership point system. Social media Champion and promotion.

36. Q & A

37. THANK YOU