Marketing Analytics Project

1. Somerville - Team 2
Kehinde Adewunmi
Byungjin An
Michela Caltran
Lucia Lozano
Vladimir Martyanov
Report offered by
Results Marketing

2. Agenda
 Industry Overview
 Financial Assessment
 Target Audience
 Competitor Analysis
 Marketing Strategy
 Key Performance Indicators
 Customer Touch Points
 Marketing Initiative
 Recommendations

3. Industry Overview
 Personal Care Products Manufacturing Industry
The industry generates revenue of $250B annually according to the
PCPC, with the BRIC countries emerging as top producers.
The US industry is made up of about 850 companies with a total
revenue of about $42B.
 Opportunities
People are more concern about chemical safety and are now
looking for more organic and natural products.
Exports and Internet sales are also showing a substantial growth.
 Our Competition
Currently the prestige brands dominating the market are Estee
Lauder, Clinique, Lancôme and Chanel.

4. $0
$1,000,000
$2,000,000
$3,000,000
$4,000,000
$5,000,000
$6,000,000
2010 2011 2012 2013 2014 2015
Net Marketing
Contribution
Marketing &
Sales Expenses
Net Sales 2014:
Gross Profit 2014:
$10,968,800
Financial Assessment
$13,162,560
$10,135,171
$8,810,600

5. 2010 2011 2012 2013 2014 2015
ROI 57% 61% 63% 65% 68% 125%
ROS 28% 30% 31% 32% 33% 43%
0%
20%
40%
60%
80%
100%
120%
140%
Return On Investment / Return On Sales
Financial Assessment
Customer Lifetime Value
[6 Years] = $265
[7 Years] = $410

6. Target Audience
 Age: 22-35
 Status: Young professional
 Socio-economic status: High Income
 Lifestyle: Healthy and active
 Interests: Concerned about her appearance; Follows trends and styles;
Looks for premium products;
Likes to shop online, [Tech Savvy]
 Personality: Charming, elegant, adventurous and outgoing

7. Competitor Analysis
Fashion , Jewellery, Perfumes and Cosmetics
$300-$8,000
Brand Awareness:
 Fashion Shows, Celebrity Endorsements
Launching Events, TV commercials and
magazines.
Customer Relationships:
 Special Events, Blogs, Forum, Website
 «Chanel Club» for high-margin customers with
exclusive invitations, private sales, and boutique
openings.

8. Competitor Analysis

9. Marketing & Sales
Investment
(30% of Sales)
$4,500,000
Traditional
Marketing (85.5%)
$3,850,000
Digital Marketing
(14.5%)
$650,000
Marketing Budget Allocation

10. Digital Marketing
(14.5%)
$650,000
Social Media
(38.5%)
$250,000
WebSite (46%)
$300,000
Mobile (15%)
$100,000
Digital Marketing Allocation

11.  Fashion events
 Paper and online
magazines
 Celebrities
 VIP Treatments &
Club Membership
 Facebook
 YouTube
 Twitter
 Blog
 LinkedIn
 Pinterest
 Google+
 Official Website
 Official Forum
 Official Blog
 SEO
 Google Adwords
 Mobile Commerce
App
 Mobile Ads
 Social
Communities
 Interactive
content
Marketing Strategy

12. Key Performance Indicators
Marketing Funnel
Keyword Performance
Social Interactions

13. • Ana reads a “Vogue” magazine, where she sees a picture of
a make up model. Below the picture, she read that the
photo session was sponsored by Premier Cosmetics.
• While reading the magazine, Ana uses her smartphone to
google “trendy cosmetics”.
• The result shows a paid search ad for Premier Cosmetics.
She also sees Online Magazines and Cosmetics Social
Media in the same search.
• She opens the page of an Online Magazine to read an article about new cosmetics products
and, while there, she notices a link to a YouTube video of a fashion event in the end of which
Premier Cosmetics receives a special thanks for the sponsorship.
• Ana googles “Premier Cosmetics” and finds a link to the official website and social media
pages.
• She goes to the Facebook fan page of Premier Cosmetics to read some comments and view the
content. She sees the link to the Premier Cosmetics official webpage and clicks on it.
• She enters the webpage and views the content. While clicking on a second page on the website,
a pop-up appears and suggests Ana to become a Premier Club member and download the
Premier mobile app.
• Ana subscribes and downloads the app.
Customer Touch Points

14.  The paid ads are linked to
specific keywords that are
regularly monitored.
 Different versions of the ad are
tested. CTR and Conversion
Rate are monitored.
 The landing pages are chosen
accordingly to the product
searched.
Paid Ad
Test Budget of $1,000 to $2,000 per month

15. YouTube Channel
 Videos feauturing product-related content are uploaded periodically
 Tutorials and How-to Videos are also shared [i.e. «How to apply Liquid Eyeliner»]
 Users are encourage to share their opinions and personal experience

16.  Brand to Customer
to Brand
conversations
 Customer to
Customer
conversations
 Product and Brand
content
Facebook Page
 Monitor Interactions
 Increase Brand
Awareness and User
Engagement

17. Official Website

18. Official Website

19. Google Analytics

20. Google Analytics

21. Marketing
Initiative
The «Essence of Nature»
Campaign focuses on a
specific cosmetics line
that is composed of
ingredients of natural
origin.
These natural organic
products are 35% more
expensive than traditional
ones.
The colors will be chosen
following the trends for
Spring 2015.

22. Marketing Initiative

23. Recommendations
Follow trends
• Content marketing: Articles, User Experience, How-to Videos
• Build the Online Community
• Mobile Commerce App
Optimization
• Monitor Customer Satisfaction
• Optimize the website to increase conversion rate: A/B testing
Implement suggested Marketing Allocations
Reduce Marketing Investment
 Be the Best…

24. THANK YOU

25. • CHANEL, (2015). CHANEL Official Website: Fashion, Fragrance, Beauty, Watches, Fine Jewelry. [online] Available at:
http://www.chanel.com/en_US/
• "Mobile App Development - How Much Do You Need to Spend to Develop an Mobile App?" Mobile App
Development - How Much Do You Need to Spend to Develop an Mobile App? 22 Aug. 2014. http://tech.co/cost-
outsource-app-development-india-2014-08
• "How Much Does A Website Cost?" Out of Web Site. Web. http://www.outofwebsite.com/web-design-tips/article-
how-much-does-a-website-cost/
• "How Much Should Your Company Invest In Digital Marketing?" Business 2 Community. Web.
http://www.business2community.com/digital-marketing/much-company-invest-digital-marketing-01022338
• "Keyword Performance." Keyword Performance. Web. http://www.klipfolio.com/resources/kpi-
examples/marketing/keyword-performance
• "Purchase Funnel." Purchase Funnel. Web. http://www.klipfolio.com/resources/kpi-
examples/marketing/purchase-funnel
• "Social Interactions." Metrics. Web. http://www.klipfolio.com/resources/kpi-examples/marketing/social-
interactions
• "Quora." How Much Do US Companies Spend Annually on Social Media Marketing Campaigns? Web.
http://www.quora.com/How-much-do-US-companies-spend-annually-on-social-media-marketing-
campaigns
Bibliography

26. • "How Much Can You Spend On Social Media?" How Much Can You Spend On Social Media? Web.
http://www.gtms-inc.com/How-Much-Can-You-Spend-On-Social-Media_ep_188.html
• "What Percentage of Gross Revenue Should Be Used for Marketing & Advertising?" Small Business. Web.
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• First Research, Industry Profile: «Personal Care Products Manufacturing» (2015)
• "Woman Love Flower." 7 Themes. 7 Themes. Web. 19 Jan. 2015. <http://7-themes.com/6961887-woman-love-
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Bibliography