deVine Report

MAC 505 MARKETING STRATEGY ANALYSIS

IIT CONSULTANTING TEAM

Contents

Introduction ..................................................................................................................1

Executive Summary......................................................................................................1

Key Question .................................................................................................................1

Business Model Canvas.............................................................................................. 2

4P Analysis..................................................................................................................... 3

Industry Analysis.......................................................................................................... 4

Lip Product Overview...................................................................................4

Lip Balm Industry Analysis............................................................................6

Competitive Analysis...................................................................................................9

Competitor Profile........................................................................................9

Product & Service Profile............................................................................11

SWOT Profile................................................................................................14

Consumer Analysis...................................................................................................... 19

Target Segment..........................................................................................19

Customer Decision Making Process...........................................................19

Survey and Survey Result Analysis.............................................................20

Marketing Strategy..................................................................................................... 24

Grow Matrix Analysis.................................................................................24

Niche Market Strategy...............................................................................26

Focus Differentiation Strategy...................................................................27

Social Media Strategy.................................................................................................30

Social Media Channel Analysis....................................................................31

Social Media Strategy for deVine ...............................................................34

Recommendation........................................................................................................38

Brand image................................................................................................38

Brand awareness...........................................................................................38

Increase Online Sales.....................................................................................38


IIT CONSULTANTING TEAM

Reference.....................................................................................................................40

Appendix...................................................................................................................... 41


IIT CONSULTANTING TEAM 1

Executive Summary

Look deVine® Beauty was developed by Premier Health Concepts, LLC. Look deVine.

Beauty is a cosmetic beauty line of all natural personal care products created for the wine

lovers. The brand concept consists of both skin, lip and body care and will utilize multiple

channels of distribution. Skin and body care products will be developed and produced at

our contract manufactures located with the United States. 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, Look deVine offer tinted lip balms

(shimmers), tinted lip shines, SPF Lip balms.

Key Questions

As a marketing consultant teams, the key issues we need to solve for Look deVine are:

Determine consistent brand images for Look deVine

How to increase brand Awareness

How to attract official website traffic



Look deVine Business Model Canvas

Key partner

Premier

Health

Concepts,

LLC

Winery

Walgreens

SEO (google)

Key activities

Social media

promotion

Breast

cancer

Holiday Gift

Guide

Value proposition

Wine-

inspired

Antioxidants

Anti-aging

100% grape

ingredients

Relationship

Relationship with retailer store.

No direct relationship with customers

Customer segments

deVine now is

focus on 18-55

females who want

to be beautiful and

who are wine or

grape lover

Key resources Online channels

Social media

Channels

Social media

Online home

page

Walgreens

Gift Guide

Magazine

Friend’s

recommendati

on

Cost structure

Fixed cost: employee cost, website maintain,

distribution cost

Variable cost: shipping cost, deVine product cost

Revenue streams Online order sales

Wine store sales

Retail store sales

Direct sales



4P Analysis:

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



Industry Analysis

Lip Products Overview

According to the new researcher from Mintel, after experiencing a 2% decline from 2011-

2013, the lip cosmetics segment posted gains of nearly 9% between 2012 and 2014, with

sales poised to reach nearly $1.4 billion in 2014.

Although lip cosmetics still account for the smallest percentage of total color cosmetics

sales, 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.

Lip cosmetics are used by the majority of woman, with almost 87% report usage. Lip balm

has the highest overall penetration, with 60% of women using it, followed by lipstick at

58%, although there is a definite generation gap. 72% of the 18-24 demographic uses lip

balm and 50% uses lipstick, while the over 65 senior set uses lipstick over lip balm 82%

vs 45%. Of those who use lip cosmetics, 67% look for moisturizing or hydrating claims

while 61% seek out long-lasting lip wear and almost half are swayed my lip softening

properties.

Lip balm, lipstick, and lip gloss all have similar rates of penetration, suggesting that many

women rely on a suite of lip products depending on the occasion or desired look. The

addition of skincare benefits including moisturizing and softening also provide some added

functional benefits. Sales of lip products are on the rise, as more women may be returning



to the segment.

Overall, lip care products are most widely used by the teenage group. Since product/brand

loyalty is established at an early age, manufacturers are counting on the possibility of the

teenage segment consumers continuing to use the same products as they grow up.

During the last few years, lip care products have no longer remained an ambit of women,

as men are also using more and more of cosmetics and toiletries. The rising demand from

men has influenced several companies to roll out cosmetic products specifically, skin care,

sun and lip care products for men.

Like sun care items, lip care products have a seasonal aspect and sales tend to increase in

the winter, when consumers feel the need to protect their lips from harsh conditions and to

repair the chaps that can result from the weather and from colds and flu. However, sales

are growing of lip care products developed as an adjunct to the sun care regime. More

products carry SPF ratings and claims of UV protection and anti-oxidant activity.

Looking forward, the increasing trend in sales is expected to continue and growing demand

for natural and organic products will support sustained growth in niche product lines, while

driving companies to increase spending on research and development. Therefore, industry

revenue is forecast to increase in the next five years.



Lip Balm Industry Analysis

Lip balm was first marketed in the 1880s by the creator of ChapStick, Charles Browne

Fleet, since then a number of notable lip care brands have begun to dominate the market,

including:

Chapstick:

ChapStick is a brand name for lip balm manufactured by Pfizer Consumer

Healthcare and is used all around the world. ChapStick functions as both a

sunscreen, available with SPFs as high as 50, and a skin moisturizer/lubricant to

help prevent and protect chafed, chapped, sunburned, cracked, and windburned

lips. "Medicated" varieties also contain analgesics to relieve sore lips.

Vaseline:

Robert Chesebrough created Vaseline in 1870 after experimenting with rod wax

extracted from an oil well in Pennsylvania. By 1911, it had factories in the US,

Canada, Europe and Africa. Eleven of Unilever's brands had global revenues of $1

billion in 2009. Although Vaseline isn't one of them, it's an important part of

Unilever's personal care products, which generated 30% of the company's $39.8

billion in total revenue.

Carmex:

Carmex is a brand of lip balm meant to eliminate cold sores and soothe dry/chapped



lips. It is sold in jars, sticks, and squeezable tubes. Carmex lip balms are available

in a variety of forms (sticks, tubes and jars), flavors and with sun protection.

In the United States, the entire health and beauty category regarding lip products generated

809.4 million U.S. dollars. the leading ten lip balm and cold sore medication vendors made

up 391.4 million U.S. dollars of the category total; which amounted to 484.6 million U.S.

dollars in 2012;Abreva was the leading lip balm and cold sore medication brand, generating

18.7 percent of the category's total dollar sales. These numbers have been calculated by

taking U.S. sales totals through food, drug and mass merchandise outlets for the 52 week

period.

http://www.statista.com/statistics/192647/leading-us-health-and-beauty-care-product-categories-in-2010-and-2011/

http://www.statista.com/statistics/195306/share-of-us-lip-balm-sales-in-2010-and-2011-by-brand/



The sales share of the leading lip balm brands in the United States in 2012

The sales growth of leading brands of lip balm in the United States in 2012



Competitive Analysis

Competitor Profile

Overview

After we looked through the whole market, we found there are a lot of brand focused on

nature product, Burt's Bee (BB), Tom's of Maine, Aveeno, and Wine Country Organics ™.

To find out the direct competitors of deVineshimmers, we compared several attributes of

those brands' products.

Burt's Bee:

Brand Distribution Channel

Price VS.

deVine

Product Specialty Brand Awareness

deVine Wine Store, SPA, Online Premium Lip Care & Skin N/A

Burt's Bee

Specialty Stores, Health Stores,

Drug Stores

Lower Lip Care & Skin 54

Tom's of

Maine

Mass Market Channels, Health

Stores, Specialty Stores

Lower Oral & Body Care 39

Aveeno

Food Stores, Drug Stores, Mass

Retailers, Specialty Stores

higher Skin Care 95

Wine Country

Organics ™

Online, Personal Store Simliar Lip Care N/A



Offered a large range of natural personal care products including lip, bath, baby, skin care,

and etc. Focus on 100% nature product. BB has a loyal customer base. Consumers today

are more interested in healthy and natural products than ever. BB offer an effective line of

more than 150 products that are 100% natural. The brand is committed to the environment,

personal care wellbeing, and sustainability.

Tom's of Maine:

Specialize in oral and body care products, price at slightly low than deVine's. Tom's is

number one in the natural oral care with 60% share in US. Products sold in specialty stores,

health food stores, mass-market channels such as CVS, Walgreens and Target.

Aveeno:

Principal pesudo-natural competitor in the mass-market. Estimated sales of excess $200

million, Aveeno offers a full range of products which are sold in food, drug, specialty stores

and mass retailers. It also launched a new line of anti-aging products. Aveeno has a huge

band awareness advantage over deVine.

Wine Country Organics ™:

A company only focused on lip balm with 8 color lip tints and 1 type lip balm. Wine

Country Organics build a nature, handmade and environment-friendly brand image.

Other mass market competitors in the personal care industry include Johnson & Johnson's

Neutrogena (sales $1 billion), Garnier, L'Oreal's $400 million brand, Herbal Essences,



$700 million Procter & Gamble brand. Those brans all have natural element in their

products, but they are currently still classified as pseudo-natural.

We consider Burt's Bee (BB) and Wine Country OrganicsTM (WCO) as deVine's main and

direct competitors for the similar brand image, price, distribution channels and brand

awareness.

Product & Service Profile

Product & Service offerings

Basically, the number of lip balm color of deVine and Wine Country OrganicsTM is less

than that of Burt's Bee. deVine and Wine Country OrganicsTM give ingredients guide to

each lip product, so that customer can easily check the function of balm. Compared to those

2 brands, Burt's Bee only give an integrated natural ingredients guide to all product,

including lip color, lip care, face, body, and baby. All of the 3 brands own different features

to attract customers.

deVine use wine to name its products, attracts wine lovers, use nature to attract nature-

prefer consumer and sell skin care products to satisfy diversity customer demands. BB is

fame of honey attribute. Honey or sweet lovers could be its customer. Furthermore, the

premium gift set of BB is also attractive to buyers. WOS’s handmade product also get it’s

a lot of handmade fans. Also, the grape and natural help it to get more customer who prefer



those kind of products

deVine has a solid customer group in wine store, it’s wise to sell a wine named lip balm in

it for mostly wine lovers could become deVine’s potential customers. Online sales not only

attract people who love wine, but also people who pay attention to beauty and nature. BB

and WCO also do the same model like deVine. However, BB has a large retailer base and

provide auto-delivery with free shopping for every month. WCO only sell its products

through internet.

Brand Product Ingredients Features Channel

deVine

• 8 colors of lip shimmer

• 2 color of lip shine

• 1 type of lip balm

• Grape seed oil

• Red Wine

• Antioxidants

• Wine

• Nature

• Skin Care

• Online

• Wine Store

Burt's Bee

• 14 colors of lip shimmer

• 6 colors of lip shine

• 9 colors of lip tint

• 33 different types of

natural ingredients

• Honey

• Nature

• Gifts

• Online

• Retailer Stores

Wine

Country

OrganicsTM

• 8 colors of lip tint

• 1 type of lip balm

• Grape seed oil

• Vitamin E

• Grape

• Nature

• Handmade

• Online



Pricing

In the whole lip balm/shimmer/tint market, the price of deVine, BB and WCO is customer

friendly. The low price gives those 3 brands a great price advantage. Compared the price

of deVine, BB and WCO, the unit price is pretty similar. The price of deVine’s lip shimmer

is in the middle level, that of WCO is highest, up to $ 7.00. The same case as in lip balm.

WCO doesn’t provide lip shine. Lip shine price of deVine is $ 1.00 higher than that of BB.

Furthermore, the average price of deVine’s lip products is highest in 3 brands.

Price Per Unit Product

Brand Lip Shimmer Lip Shine Lip Balm Average Price

deVine $ 6.00 $ 8.00 $ 4.00 $ 6.13

Burt's Bee $ 5.00-$ 7.00 $ 7.00 $ 3.30-$ 4.00 $ 5.10-$ 6.00

Wine Country

OrganicsTM

$ 7.00 N/A $4.50 $ 5.75



SWOT Profile

Strengths

Price Advantage

Go through the whole lip product market, the price range is from $ 1.00 to $ 35.00.

The average price of deVine product is $ 6.13, which is in the low price level of the

market. This price is reasonable and acceptable.

Nature Feature

The ingredient of deVine lip shimmer and lip balm is 100% nature with grape seed

oil, red wine antioxidants, and resveratrol. The component is alcohol-free, gluten-free,

cruel free, pesticide free and paraben free. The nature feature and benefits from nature

grape are another advantage over competitors.

Wine Feature

WCO is focused on grape content, which only deliver a message about grape and

nature. Unlike WCO, deVine not only use grape to stand out the nature feature, it also

uses wine to increase the feeling of its brand. Because wine always delivery an image

of elegance and antioxidants. Most wine related skin care products are in a high price

level, deVine could take advantage to the consumer who love wine and search for

more reasonable price.

Diversity Sales Channel



Most lip products are sold in the retail store, drug store, specialist store and online

store. With a wine related image, deVine also sell its products in a wine store. The

customer who purchases wine is a wine lover with a great chance. So directly target

on them is more effective than any other brands.

It’s also a great advantage for deVine to sell its products in SPA. This new selling

channel also can bring the company a lot of loyal and stationary customer.

Furthermore, it’s a good way to increase brand awareness.

Skin Care Products

WCO and some other lip products company only focused on lip products. However,

deVine also expand its market to skin care products. This move gives the consumer

more choice when they love and satisfy a brand. Not all people willing to pay for just

an under $ 10 lip product online, they may want to buy more to get more discount,

like free shipping.

Weaknesses

Mixed Up Brand Image

BB’s logo and the slogan are pretty consistently, with 2 honeys and yellow

background on the logo to highlight the nature. WCO also did a great job on this,

green grape leave is a directly way to show the ingredient of product and the image of

nature and environment-friendly. However, the logo of deVine contains 2 categories



meaning. First, the grape on the logo explains the component of deVine’s product.

Second, the slogan showed the wine feature. But it’s a little confusion to the customer.

Because even from technique level, the elements of deVine lip products are from wine

grape, it also can’t change the fact that grape and wine delivery 2 different brand

image. Grape is nature, and red wine is classical and high price.

Brand Image deVine Burt’s Bee Wine Country OrganicsTM

Brand Logo

Slogan

Look deVine with benefits

from wine

Earth Friendly

Natural Personal

Care Products

100% natural lip balm and tint.

Nurture the body.

Nurture the earth.

Brand Awareness

A lack of unified advertising through traditional means of magazines and promotions.

This means that plenty of potential customers do not know about deVine products.

Less efficient social media advertising also limit its brand penetration.

Without Auto-Delivery sales model

Auto-delivery is becoming a very popular sell model in personal care products. BB



provide auto-delivery to its customer to easily refill its products through auto-delivery

with 5% discount and free shipping. Not all people will remember to order an under

$10 lip shimmer every month through the internet.

Limited Color Category

There are 8 colors of deVine lip shimmer and 2 colors of lip shine. Compared to that

of BB or another brand, the limited color is also a limitation of customer choice.

Opportunities

Growth Online Market

A growing number of people are shifting their shopping habit from traditional in-store

shopping to online shopping. It’s a big opportunity to deVine to expand its channel to

internet sales.

Nature Trend

People are becoming aware the importance of nature products. An increasing amount

of customer willing to pay for 100% nature product rather than the pesudo-natural

product.

Follower Advantage

As a follower of wine personal care product and lip products, deVine can avoid

positioning, segmentation and promotion mistakes which made by pioneer.

Threats



Mass Market Competitor

Threats may come from being positioned in a mass market with pricing that is higher

than that of competitive brands. Notably, Aveeno is a competitor of deVine, who

offers similar product lines made of natural ingredients of lower prices points and with

a stronger brand image. On average deVine’s products of the same types as

competitors are generally higher raising the obvious question of why consumers

would purchase deVine over other brands.

Low Industry Barrier

Since lip balm/shimmer market is already a mature market. It is easy to enter it and

capture some market share. The low industry barrier leads more competitors to enter

this market. Furthermore, the copy from another competitor is also a huge threat to

deVine. Because deVine is special for its wisdom wine idea.



Consumer Analysis

Target Segments

Based on the increasing diversity of the lip product offerings, competition is become

fiercer. In order to sustain deVine business in long term, we should know what customers

deVine target, and what kind of consumers are willing to buy deVine. Michelle, as deVine

owner, try to target all female aged 18-55 who like beauty and who are wine and grape

lover. However she have no idea about their customer, even haven’t built relationship with

her current customer. In order to understand consumers, we use decision making process

and a survey result to analyze their purchase pattern.

Customer decision making process

Among customers decision making, there are several factors influence them making choice

such as function, quality, brand image, brand awareness, price etc., generally, there is 4

stages to describe customers decision making process.

Stage 1: Need recognition / Problem recognition. The need recognition is the first and most

important step in the buying process. If there is no need, there is no purchase. As lip product

consumers, the reason they buy lip product is that they want to be lip beauty and health.

The main function of deVine are antioxidant, hydrating and moisture.

Stage 2: Information filter. After the need generated, Consumer will go to find possible

solutions to the problem. So generally they will consider the function first, such as color,

hydrate, SPF which can solve their lip problem directly. So they are more likely to buy lip

product with the job they need to be done. Further, the brand image influence them to



choose which one they are more likely to buy. In this process, for example, if people are

wine lover, or with grape preference, they are more likely to purchase deVine product.

While considering function, brand image, package and quality, they may also care about

some external information, such as Word of mouth, social media recommendation,

alternatives’ information. If they are royal to one specific brand, they will choose among

products with this brand and make decision In short time.

Stage 3: purchase. Now that the consumers have evaluated the product information and

different solutions, they will be able to choose the product or brand that seems most

appropriate to their needs. Then proceed to the actual purchase itself.

Stage 4 Post-purchase behavior. Once deVine is purchased and used, the consumers will

evaluate the adequacy with their original needs (those who caused the buying behavior).

And whether they have made the right choice in buying this product or not. They will feel

either a sense of satisfaction for the product (and the choice). Or, on the contrary, a

disappointment if the product has fallen far short of expectations.

Survey and Survey result analysis

In order to better understand deVine’s exist and potential customers. We made and post a

survey on Qualtrics. This survey has two branches. One is for participants who have used

deVine (Exist Customers). Another is for participants who haven’t used deVine (Non-

Customers).



Exist Customers Survey Result

For exist customer, according to the result from survey, most of they really love wine-

inspired image for deVine. They prefer brand name to be “look deVine with benefits from

wine” rather than “deVine” and “deVine beauty”. While loving the idea about wine, exist

customers also care about the color, scents and 100 natural ingredient. When customers

think deVine make them look better and with 100% natural ingredient, they are more likely



to repurchase deVine. In addition, Lip product is main product they purchased from deVine.

They discovered deVine mostly through internet, magazine and gift. Most of them bought

deVine from deVine website, gift shop and drug/grocery store. Generally, exist customers

rate highly for deVine. That means they have good experience during using deVine.

Non-Customers survey result

For non-exist customer, they usually buy lip product from specialty (Sephora/Ulta), then

online, drug store (Walgreens/CSV). Quality is the main factor they consider when they



buy lip product, then price, function, brand image and ingredients. During using lip

product, Color is the most important factor that influence their’ experience, and then

hydration, taste/smell, flavor do. Most of non-customers are willing to pay above $6 to get

lip shimmer as long as they like it.

Another finding is that people above 25 years old show more interest in wine inspired

product. They love wine, love wine-related product more than younger people.



Marketing Strategy

Overview

The lip balm market of U.S. is a growth market with growing number of new consumers.

The entry of deVine is provide similar product to current customers. This is a current

market with current product situation. In order to avoid direct competition with larger

firms, deVine can take niche-market strategy. To serve one or more segments with

sufficient number of customers seeking specialized benefits, deVine could focused on 20-

34 years old female and wine lovers. Furthermore, it should take focus strategy to create

unique selling proposition.

Growth Matrix Analysis

In existing market and existing products situation, deVine could take penetration strategies

to gain more market share and to be more profitably. The company could reach this goal

by 2 methods:

Increase Market Share

To raise market share, deVine should take different strategies when deal with current

customers and new customers. For existing consumer, it could improve customer retention,

satisfaction and loyalty to maintain current consumer and market share.

To prolong the retention of buyers, deVine might do more on product innovation,

such as provide more color of lip shimmers or more different kind of skin care



products. Furthermore, membership point system is a good way to keep existing

customer and encourage this purchase more.

To better satisfy diversity customers, deVine has to seek more efficient method to

get customer feedbacks. It can collect this kind of information through official

website, social media, e-mail, randomly interview and customer return and

exchange.

To keep existing customer’s loyalty, deVine should use e-mail and social media

to share more news and promotion information with them. Provide gift set during

different kind of festivals and holidays to get more attention and sales.

Increase product usage

To increase the usage of deVine items, it can focus on 2 main directions: increase product

frequency of use and increase quantity used.

To increase product frequency of use, deVine could enhance product’s value by

adding features, benefits, or services. It might have to redesign the package. This

approach can help increase use frequency by making the product more convenient

or easy to use.

To increase quantity used, the company should provide different special sets of lip

shimmers with holiday price or some promotion. deVine could provide some



customer decision combo, for instance, a set with 4 color, which chosen by

customer.

Niche Market Strategy

The whole lip shimmer market is pretty big and there are a great number of competitors

inside. A plenty of them are big company with huge customer base and worldwide brand

awareness. To prevent compete with them, it’s a good choice to take niche market strategy.

In order to better satisfy customer who pay more attention to special features, deVine could

do in several partials.

Identify Your Niche Markets

With niche market strategy, deVine’s product or service only appeals to a narrow range of

people. Segmentation is crucial to defining a smaller target market for a niche business. It’s

not enough to know the basics – age range, income, marital status. The smaller the market,

the better deVine has to know its customers. As mentioned in customer analysis, deVine

should target on 25+ years old female.

Assess Customer – Buying Behavior

What are customers buying from deVine’s?

Currently, deVine is provide lip shimmer, lip shine, lip balm and several kinds of skin care

products. However, a growing number of people are willing to buy more things in one

website. So deVine could expand it’s product line, such as wine bath bubble with the wine



color.

Determine Special Needs

What makes your business so special?

Even though the information that delivered by deVine is a mix of grape and wine, which

not only about nature but also about elegance and classic. As the results of survey and focus

group, deVine should pay more attention to build a brand image with wine and wine

benefits.

Create Content To Meet Your Audience’s Needs

It’s also really important for deVine to realize a fact that the communication of its online

sales are based on social media channel. As this situation, deVine should analyze the

information they posted before, figure out which kind of information could attract more

response or comments from audience. Furthermore, invest in PPC (Pay Per Click)

advertising. PPC is perfect for niche marketing campaigns. Include lone-tail queries as well

as high commercial intent keywords, optimize campaigns for mobile, and it’s a great way

to get deVine’s message in front of the right people.

Focus Differentiation Strategy

To approach this strategy, deVine could increase competitive advantages by do something

different to make narrow customer willing to pay more for the product. In this aspect, a

clear brand image and effect brand awareness spread method are pretty significant.



Furthermore, it’s really important for the company to determine its unique selling

proposition, which is a special feature of a product that differentiates it from that of

competitor’s products.

Rebuild Brand Image

deVine should redesign its brand image, only focus on wine instead of grape for the reason

that consumer whose age above 25 are more willing to pay for a product with wine feature

rather than with grape feature. deVine has to take following strategies to keep brand image

consistency.

Redesign logo of deVine, use a wine bottle or wine glasses to replace the grape.

Change all information about grape to wine in all social media and official website.

It’s optionally for deVine to redesign the package of lip shimmer to a wine bottle

shape.

When transmission wine character, deVine should pay attention to the non-alcohol

feature.

Increase Brand Awareness

To a new brand, grow brand awareness is directly related to sales net and future

development.



Referral Programs: users will gladly spread word of product or service when they

know they’ll get an added perk or discount. deVine could give people who

forwarded a coupon code or free sample.

Car Wraps: this is a classic tried-and-true strategy for building brand awareness.

Car wraps are customized designs that can cover your entire car. They can attract a

hefty amount of attention, and it’s a great way to ensure that wherever you go,

people are becoming more familiar with your brand.

Freebies: everyone love free stuff. Put deVine’s new logo and name on kozzies,

pens, Frisbees, etc, then give away those items at local festivals of some other

events.

Social media contests

Run a social media contest with some reward in which contestants submit a photo or video,

with other users voting for their favorites. Contestants will share the link with friends and

family to get more votes, building brand awareness as a result.

Pro Story Telling

Create an emotionally moving, compelling stories that connect deeply with users. Not only

use this to keep your brand in customer’s mind, but also use it in trend show.

PPC Advertising

PPC can also help to increase brand awareness.



Social Media Strategy

Overall

Over the past few years, an interesting transformation has occurred in the business world.

Social media has become less of an optional marketing opportunity and more of a priority.

In fact, platforms like Facebook and Twitter have become integral parts of brand

awareness, content distribution, lead generation, and customer acquisition strategies for

business. This is especially true for startups working with smaller budgets.

There are some numbers shows the how important social network is for customers

to get information 1.

Nearly one out of every three Americans receives their news through Facebook.

40 percent of people socialize more via social media sites than do face to face.

The average Twitter user spends 170 minutes per month on the site for mobile

application.

The average social shopper spends an average of $140 when coming from Pinterest

and $60 when coming from Facebook.

Social media is also a good platform for customers to search products and share the

product they purchased. Base on a recently study 2, fifty-three percent of respondents say

they use social network and retailer websites to discover new brands and services. Fifty-

six percent use the retailer’s website to research products they are interested in purchasing.

Once the purchasing has been made, 54 percent will use Facebook, to share their products



purchase. Not surprisingly, Instagram is the second most likely place for sharing a

purchase.

Clearly, social media has a solid foundation and is poised for continued long-term

growth. The questions for deVine should be able to determine which social media are right

platforms and how to maximize deVine’s potential with social media.

Social Media Channel Analysis

From the data offered by Shareablee, in the first half of 2015, social engagement for the

average U.S. brand grew 52% year over year across Facebook, Twitter and Instagram.

Instagram capture majority of the growth in engagement, increasing by 94% from 9.7

billion actions (The sum of all likes, comments, shares, retweets, favorites, dislikes) in H1

2014 to 18.8 billion in H1 2015, followed by Twitter at 40% and Facebook at 26%. As

consumers respond to a more immersive experience across the social web, the video

content from brands increase by 98% and engagement with those videos outpacing content,

growth by 163%. In fact, in H1 2015, 9% of all actions were drive by video compared to

only 5% in H1 2014 with Twitter seeing the fastest growth at 222%.

The total volume of Facebook, Twitter and Instagram actions grew from 25.75 billion in

H1 2014 to 39.25 billion in H1 2015. That’s a 52% growth year over year.



The total volume of cross-platform ( The sum of all post-level likes, comments, shares,

retweets and favorites) video action grew from 1.43 billion in H1 2014 to 3.76 billion in

H1 2015. Facebook grew 156%, Twitter grew 222% and Instagram grew 170%.

The Shareablee shows the data about how individual platform growth during the past year:

58%38%

4%

H1 2014: 25.75 Billion Actions

48%

48%

4%H1 2015: 39.25 Billion Actions

54%45%

1%


52%

47%

1%


52% Growth

163% Growth



By Fans / Followers per Brand

By Actions per Brand

By Actions per Brand

27%

274%

91%

0% 50% 100% 150% 200% 250% 300%

Facebook

Instagram

Twitter

The Percentage of Growth

56%

94%

40%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Facebook

Instagram

Twitter

The Percentage of Growth

5%

8%

54%

0% 10% 20% 30% 40% 50% 60%

Facebook

Instagram

Twitter

The Percantage of Growth



There are some insights we can conclude from the all data above:

The number of social media users and the actions they did have been increasing

greatly during the past year, especially Instagram. In terms of this, develop more

campaigns might capture more brand awareness.

Video becomes more and more effective way to delivery information.

Social media has been an important and competitive platform for branding with the

increasing posters each brans posted. While, because there are too much messages

posters posted on social networks, it get more difficult for company to get users’

attention.

Social Media Strategies for deVine

Based on the analysis above, social media is a wonderful place for brands to have a little

fun, but it also has a real and measurable impact on a business’ bottom line. Thus, social

media must be work in tandem with the rest of business strategy. To ensure deVine’s social

media marketing campaigns contribute to brand’s greater business objectives, we’ve put

together 7 social media strategies:

Ensure Goals of Social Media Campaigns

Currently the challenges deVine faced are low website traffic, and weak brand awareness.

For low website traffic, in order to combat this challenge, we should focus our goals on



creating links directly to the useful content, subpages and company images. This traffic

should increase leads and, in the long run, revenues; for low website traffic, social media

allows us to reach a broad audience. But honing and perfecting that message takes brain

power and time. To create authentic and lasting brand awareness, avoid a slew of

promotional messages; instead, focus on creating meaningful content and a strong brand

personality through social channels. For example, highlight the unique brand image of

wine, and deliver the benefits people can get from the wine inspired lip products. Also,

determine relevant hashtags and some influencers we can engage with, and tap into those

resources to extend deVine’s overall awareness.

Focus on Networks that Add value

Just because a network has billions of users doesn’t mean it will have a direct contribution

to our brand’s objectives. Instead of trying to be everything to everybody, we should focus

our efforts on networks that hold the key to our target audience and objectives. Each

network has its own strengths and weaknesses, we should carefully pick and choose which

networks we want to take advantage of.

As be analyzed above, some social media like Facebook has volume of users, which offers

an opportunity to reach out a broad range of customers and potential customers. Because

Facebook is a very visible place for social posts, it’s a good places for us to distribute our

content in order to increase brand awareness, drive website traffic and distinguish deVine

as a market or technology leader. We recommend deVine post more information about the



beauty industry or beauty technology to build a professional image. Besides, deVine should

post some posts which related to the hot social topics, and it may cause customers’

concerns. Also, the unique brand image of deVine is wine inspired products, so post some

articles or videos related to wine is a good way to emphasize the distinct brand image.

Where Facebook has the volume of users, Twitter has the volume of messages. In fact,

there are over 500 million Tweets sent every day. That’s why Twitter is best to use as a

customer service and business development channel. Monitor the network for messages

from dissatisfied customers, and quickly turn them into happy interactions. At the same

time, look for prospective customers.

Create Engaging Content

It is always critical to build engaging content for social channels. Videos play an

increasingly important role. deVine can use videos to give audience a sense company

culture and brand personality. Also, answer customers’ question before they’re asked by

video can be proactive approach to social customer care. Because deVine is a cosmetic

company, post some videos about make up skills is a good way get target customers’

attention. Launching some activities to encourage customers share their users’ experience

of deVine products is another way to increase brand awareness.

Improve Customer Service

Based on a survey3 about how customers’ attitudes towards customer service through social

media shows Only 36% of consumers that make customer service enquiries via social

http://www.internetlivestats.com/twitter-statistics/

http://soulofbrands.files.wordpress.com/2012/11/nm-incite-report-the-state-of-social-customer-service-2012.pdf



media report having their issue solved quickly and effectively. When companies engage

and respond to customer service requests over social media, those customers end up

spending 20% to 40% more with the company.71% of those who experience positive social

care are likely to recommend that brand to others, compared to just 19% of customers that

do not receive any response. 43% of consumers say that a direct response to their questions

is most important at a social media site. Record the information about each customer, and

reach them through email to get user’s experience. We recommend deVine to add a

customer feedback function in the official website. deVine should always remember that

the No. 1 thing customers want is a fast response. It’s easy to feel like an insignificant

speck in a sea of social media, deVine should let their customers know they are different,

all the issue come from deVine is as important to deVine.

http://www.bain.com/publications/articles/putting-social-media-to-work.aspx

http://soulofbrands.files.wordpress.com/2012/11/nm-incite-report-the-state-of-social-customer-service-2012.pdf

http://www.oracle.com/us/products/applications/commerce/live-help-on-demand/oracle-live-help-wp-aamf-1624138.pdf



Recommendation

Base on the analysis above, we give Look deVine such recommendations as follows to

solve the challenges they are facing:

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.



Reference:

1 Edwards, S. (2015, February 17). A Social Media Guide for Startups and

Entrepreneurs. Retrieved December 10, 2015

2 Hutchins, B. (2015, March 12). New Science Behind Trust and

Recommendations on Social Media [INFOGRAPHIC]. Retrieved December 10,

2015

3 Patterson, M. (2015, March 4). 7-Step Social Media Marketing Strategy | Sprout

Social. Retrieved December 10, 2015



Appendix

deVine survey

Q1 We appreciate you taking the time to provide feedback for deVine beauty products.

As a gift and a thank you, you will receive 20% off of your next purchase. The coupon code

is provided in the end of the survey.

Q2 Have you ever used deVine products?

Yes (1)

No (2)

If No Is Selected, Then Skip To Do you use other brands of lip products?

Q3 Help us get noticed! What name for the brand do you prefer?

look deVine with benefits from wine (1)

deVine beauty (2)

deVine (3)

Q4 How did you discover deVine?

In Store (1)

Online (2)

Magazine (3)

Gift (4)

Other (5) ____________________

Q5 Which of the deVine beauty products do you use? (Multiple Answer Question)

shimmers (1)

soaps (2)

lotions (3)

hand creams (4)

lip balms (5)

lip shines (glosses) (6)

Q6 When thinking about your deVine purchase, which of the following features are most



important to your decision to purchase?(Multiple Answer Question)

100% natural (1)

antioxidants and anti-aging properties (2)

wine inspired (3)

color and scents (4)

product package (5)

affordable price (6)

ingredients from grapes (7)

product performance (8)

Q7 After using deVine, what features drive your decision to re-purchase? (Multiple

Answer Question)

100% natural (1)

ingredients from grapes (2)

antioxidants and anti-aging properties (3)

wine inspired (4)

the way the products make me look (5)

product package (6)

affordable price (7)

product performance (8)

Q8 Will you continue to use deVine?

Yes (1)

No (2)

If No Is Selected, Then Skip To Please tell us whyIf Yes Is Selected, Then Skip To How do you rate

deVine?

Q9 Please tell us why



Q10 How do you rate deVine?

Very Good

(1) Good (2)

Neither Good nor Bad (3)

Bad (4) Very bad (5)

quality (1)

price (2)

brand image (3)

effectiveness (4)

packaging (5)

Q11 Where do you shop for deVine? (Multiple Answer Question)

drug / grocery store (1)

wine / liquor store (2)

gift shop (3)

deVine website (4)

other web sites (5)

other (6)

Q12 Do you use other brands of lip products?

Yes (1)

No (2)

If No Is Selected, Then Skip To What is the most you would pay for a ...

Answer If Have you ever used the products of deVine? Yes Is Selected

Q13 How do you compare deVine to your favorite brand other than deVine?

same (1)

better (2)

no difference (3)



Q14 Where do you shop for lip products? (Multiple Answer Question)

drug store (Walgreens / CSV) (1)

grocery (2)

gift shop (3)

mass retail (Target / Walmart) (4)

online (5)

specialty (Sephora/ Ulta) (6)

Q15 What do you consider when you buy lip products? (Multiple Answer Question)

quality (1)

price (2)

brand image (3)

packaging (4)

advertisement & promotion (5)

function (SPF, antioxidants,moisturizing) (6)

ingredients (natural, alcohol free) (7)

Q16 When using a lip product what is important to you? (Multiple Answer Question)

sparkle / shimmer (1)

shine / gloss (2)

flavor (3)

color (4)

taste/smell (5)

cooling tingle (6)

thickness/texture (7)

hydration (8)

Q17 What is the most you would pay for a lip shimmer?

$0-$3 (1)

$3-$6 (2)

$6-$9 (3)

above $10 (4)



Q18 What is the most you would pay for a small tube hand lotion?

$0-$5 (1)

$5-$10 (2)

above $10 (3)

Q19 What is the most you would pay for a bar of soap?

$0-$3 (1)

$3-$6 (2)

$6-$9 (3)

above $10 (4)

Answer If Have you ever used the products of deVine? No Is Selected

Q20 Please take a moment to watch our

videohttps://www.youtube.com/watch?v=Z8A0KHgXzuY ( If the video doesn't come up,

please right click the link and open in a new window, sorry to cause this inconvenience.)

Answer If Have you ever used the products of deVine? No Is Selected

Q21 How likely are you to buy deVine products?

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7) 8 (8) 9 (9) 10

(10)

willingness to buy (1)

Q22 How do you prefer to buy deVine?

single sticks/products (1)

multipacks of the same type of products in the same color (2)

multipacks of the same product in different colors (3)

I'd like to buy deVine products in a bundle (ie. shimmers+lotions+soaps) (4)

Q23 Where do you want to see deVine sold?

Q24 What your gender?

Male (1)

Female (2)



Q25 What's your age?

under 18 (1)

18-25 (2)

26-35 (3)

36-45 (4)

45-55 (5)

above 55 (6)

Q26 Please select the following statements that apply to you.

student (1)

homemaker (2)

professional (3)

retired (4)

Q27 Please check all that apply to you.

I don’t mind parabens in cosmetics as long as the color looks good on me (1)

I prefer natural but use all types of products (2)

I only use natural products (3)

Q28 Thank you for your time.Coupon Code:deVine20You could use this coupon code to

purchase deVine products on http://devineshimmers.com/ and you will get 20% off

deVine survey report

Last Modified: 12/09/2015



1. Have you ever used deVine products?

2. Help us get noticed! What name for the brand do you prefer?

3. How did you discover deVine?



4. Which of the deVine beauty products do you use? (Multiple Answer Question)

5. When thinking about your deVine purchase, which of the following features are

most important to your decision to purchase?(Multiple Answer Question)

6. After using deVine, what features drive your decision to re-purchase? (Multiple

Answer Question)



7. Will you continue to use deVine?

8. Please tell us why

Text Response

9. How do you rate deVine?

10. Where do you shop for deVine? (Multiple Answer Question)



11. Do you use other brands of lip products?

12. How do you compare deVine to your favorite brand other than deVine?

13. Where do you shop for lip products? (Multiple Answer Question)



14. What do you consider when you buy lip products? (Multiple Answer Question)

15. When using a lip product what is important to you? (Multiple Answer Question)

16. What is the most you would pay for a lip shimmer?

# Answer

Response % 1 $0-$3

13 14% 2 $3-$6

24 26% 3 $6-$9

25 27% 4 above $10

32 34%

Total 94 100%



17. What is the most you would pay for a small tube hand lotion?

# Answer

Response % 1 $0-$5

23 25% 2 $5-$10

50 54% 3 above $10

19 21%

Total 92 100%

18. What is the most you would pay for a bar of soap?

# Answer

Response % 1 $0-$3

20 21% 2 $3-$6

39 41% 3 $6-$9

22 23% 4 above $10

13 14%

Total 94 100%

19. How likely are you to buy deVine products?



20. How do you prefer to buy deVine?

# Answer

Response % 1 single sticks/products

46 52%

2 multipacks of the same type of products in the same color

14 16%

3 multipacks of the same product in different colors

18 20%

4 I'd like to buy deVine products in a bundle (ie. shimmers+lotions+soaps)

11 12%

Total 89 100%

21. Where do you want to see deVine sold?

22. What your gender?

Text Response Cvs; Everywhere; Walmart; All over; retail stores; Target; Mass Merch retailers; Online; Online; Costco; IIT; market; Drug store, Online; online, shopping mall; Walgreen; Specialty; drug store; Walgreens; Walgreens; Shopping mall; Ulta; Sephora; online; Online; Gocery; Walgreen; sophra; College Station, TX; On line; Sephora; amazon; I do not know; Walmart; Retailers; 711; Retailers; CVS; online; lip shimmer; Mall; deVine stores; drug store; market; shop; Internet; Walgreen; 7-11; nearby; Exclusively in a salon/spa environment



23. What's your age?

24. Please select the following statements that apply to you.

# Answer

% 1 student

74% 2 homemaker

5% 3 professional

19% 4 retired

3%

25. Please check all that apply to you. # Answer

%

1 I don’t mind parabens in cosmetics as long as the color looks good on me

16%

3 I only use natural products

19%

2 I prefer natural but use all types of products

65%

Total 100%

deVine Report

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Transcript of deVine Report