POSITIONING

The Battle for your Mind

WHATS YOUR FAVORITE BRAND? WHY?
A concept so simple,
people have difficulty in understanding
how powerful it is!
Geographic
Psychographic
Behavioural
By Benefits
Mass Marketing
Differentiated Marketing
Concentrated Marketing
Niche Marketing
OWNING A PIECE
OF CONSUMERS
MIND
Segmentation Targeting Positioning
DEFINE SELECT ATTACK
The Battle for your Mind
POSITIONING is the act of owning a piece of consumers
mind = CREATE IMAGE

POSITIONING is not what you do to your product or
service its what you do to the mind of your target
market/consumer = CREATE DIFFERENTIATION

The Battle for your Mind
Examples
Affordable Trendy Fashion
Protection
Inexpensive Alternative
Sexual Attraction
Sports Beverage
Lux Safety
Fun, Family, Entertainment
A reason to be

The brand has to be
distinctive, relevant and
appealing to its target
audience.


The Battle for your Mind
The assault on our mind
The media explosion
The product explosion
The advertising explosion

Consumers only accept what is consistent with prior knowledge
or experience

Very difficult to change the perception once formed

WHY IS POSITIONING
REQUIRED?
The Battle for your Mind
Frame of Reference
Points of Difference / Parity
Brand Mantra
Identify Target Market
Identify Relevant Competition
POD: Unique Brand Values
POP: Shared Brand Values
Heart and Soul of the Brand
Building the RIGHT Relationship with the RIGHT People
The Greatest Beauty Show on Earth!
Brand Identity


Her beauty is our passion. From products
that delight with results to a meaningful
experience, Mary Kay knows how to make
women feel beautiful, confident &
connected.

Mary Kay Product Strategy
ACT l
Skin Care That WORKS

ACT ll
Captivating Color

ACT l : Skin Care That WORKS
Destination
TOP 5 IN COSMETICS
INDUSTRY!
LOVE YOUR SKIN FOR LIFE
Botanical Effects Skin Care
Step 1:
FRAMES OF REFERENCE
Do you know women who want...
Consumers & Competition
3.] Women are becoming more aware of
chemicals and ingredients in their skin
care products and are seeking
products with minimal and
recognizable ingredients.
2.] Women are increasingly living busy
lives and are seeking quality products
and regimens that are simple,
customizable and hassle-free.
1.] Women want products that
will give them healthy,
balanced skin at a good
value.
Consumer needs are evolving:
Consumers & Competition
Consumers & Competition
1.] Competitors are developing skin care lines
and skin care segmentation strategies to better
target specific types of consumers or consumer
needs.

2.] Skin care
competitors are
broadening their
traditional skin care
consumer target
range to include
younger women
looking for healthy,
balanced skin.

Markets are dominated by mass
price PHILIPPINES = 90%

Consumers are looking for quality
skin care at a great value. Hence,
their skin care regimen is simple
with only 2 steps (Cleanse &
Moisturize) and occasionally with
additional supplements (Freshener
and/or Mask).
How Botanical Effects Meets Consumer Needs
Botanical Effects not only benefits the skin it benefits
the planet! With packaging that is recyclable (bottle),
made from recycled content (tubes and cartons), and
overall environmentally conscious ( including light-
weight caps), this is a line any consumer can feel good
about!
Botanical Effects meets
the needs of women looking
for simple, uncomplicated,
basic skin care and formulas
that are targeted to her skin
type.
This product line is
perfect for women
starting a formal skin care
regimen and looking for
products that will help her
obtain and maintain
healthy skin.

How Botanical Effects Meets Consumer Needs
Who is the
Botanical Effects
Consumer?
Who is the
Botanical Consumer?

Demographically:

1.] 20-40
2.] May have limited
income
Who is the Botanical Effects Consumer?


Psychographically:

1.] Looks for simple, uncomplicated,
basic skin care

2.] Looks for basic skin care over
anti-aging formulas

3.] Seeks formulas that are targeted to her skin type

5.] Has a practical approach to skin care and
seeks quality skin care products at a good
value

6.] Is starting a formal skin care
regimen and looking for products that
will help her obtain and maintain
healthy skin.

Direct Sales
Mass
Mary Kay: Botanical Effects
TM

Ranges from P850-950
Infused with: silymarin &
luo han quo
Customized with:
Flaxseed & sea kelp (F.1)
Frangipani flower extract & water lily
extract (F.2)
Kanuka extract & Guava extract (F.3)

Avon Naturals
Ranges from P80-200
Formulated with:
Blue Algae & Bamboo (Normal to Dry
Skin)
Green Tea (Oily)
Garnier Essential Care
Ranges from P100-250
Formulated with :
Mango extract & Vitamin E (Cleansing
Milk & Lotion)
Vitamin E & Almond Oil (Cream)
Ponds Face Care
Ranges from P80-220
Formulated with:
Activated Carbon (Oil Control Face
Wash)
Soft pimple-fighting beads (Acne
Face Wash)
Vital Beauty Oil (Moisturizing Cold
Cream)
Competitive Industry Snapshot
Step 2:
Identify PODs and POPs
Product Line Target Age Positioning Skin types / Skin
Needs
Botanical Effects 20-40 Basic skin care
Formulated with botanical ingredients
customized by skin type
Helps consumer maintain healthy skin
Formulas are free of alcohol, fragrance
and synthetic dyes.
Dry
Normal
Oily
Avon Naturals 18 - 25 Basic Daily care
Formulated with botanical extracts and
Vitamins
Simple, Naturals for the skin

2 skin types:
-Normal to Dry
- Oily
Garnier Essential Care 18 - 25 Basic skin care
2 SKUs for daily essential care
Natural, Fuss-free
One formula for all skin
types
Ponds Face Care 18 - 25 Basic Face Wash according to needs and 1
moisturizer for all skin types
Small sizes available (from 7g to 100g)
Gentle to your skin, not like harsh soap
2 face wash for specific
skin needs:
-Acne & Pimple
- Oil-control
1 moisturizer for all skin
types
POINTS OF PARITY
Botanical Effects Avon Naturals Garnier Essential
Care
Ponds Face Care
Benefits Dry Formula

Nourishes and
hydrates skin
Normal Formula

Maintains skins
balance
Oily Formula

Helps fight oil

Healthy
Nourished Skin
(For Normal to
Dry Skin)
Fresh & Oil
Free Skin
(For Oily Skin)
Soft, Supple, and
Fresh skin with
shininess.
Clear &
Nourishe
d Skin
Oil Free &
Supple
Skin
Aesthetics
Cleanser Cream
cleanser with
exfoliants
113ml
Milky cleanser with
exfoliants
113ml

Gel cleanser
with exfoliants
113ml

-3-in-1 cleanser
- milky texture
- 100ml
- Scrub
Cleanser
- Gel-like
scrub texture
100ml
-Cleansing Milk
- Milky texture
- 100ml
-
Cleansing
Foam
- 10g to
100g
-Cleansing
Foam
- 7g to
100g

Freshener Fragrance-
free and
refreshingly
mild
150ml
Fragrance-free and
refreshingly mild
150ml

Fragrance-free
and
refreshingly
mild
150ml

-Replenishing
toner
- 100ml

-Oil Control
toner
- 100ml
- -
Moisturizer cream
85g
Lotion
85g
Gel-lotion
85g
-Cold Cream
- 50ml
- Cream
-40g
Lotion
- 75ml
-Cream
- 100ml
Mask Cream based
with
exfoliants
Clay based with
exfoliants
Clay based
without
exfoliants
- -Oil Control
Clay mask
- 50ml
- -
POINTS OF DIFFERENCE
Value Message
Formulated for your skin type using high-
quality ingredients from a brand you trust.
All formulas are safe for sensitive skin.

Personalized service when and how you
need it!

This is the ultimate in value! Can your
department store brand beat that?


31




NUTRIMETICS
CLASSIC CARE

SHISEIDO THE
SKINCARE


ARTISTRY
ESSENTIALS










GARNIER SKIN
NATURALS

AVON


PRICING & POSITIONING: BOTANICAL EFFECTS







TIMEWISE








BOTANICALS
EFFECTS








RETAIL/DIRECT
MARY KAY
PRESTIGE
MASSTIGE
MASS
Step 3:
Brand Mantra
Botanical Effects is about:
Simple skin care:
Core regimen is composed of a cleanser and moisturizer
Consumer can add the mask/freshener as they wish
Provides skin the basic care it needs without complicated ingredients
Healthy skin care:
Botanical Effects keeps your skin healthy while being free from alcohol, fragrances and synthetic dyes

Skin care designed to give your skin just what it needs:
Botanical Effects is all about:

Simple skin care:
Core regimen is composed of a cleanser and moisturizer
Consumers can add the mask as they wish
Provides skin the basic care it needs without complicated ingredients

Healthy skin care:
Botanical Effects keeps your skin healthy while being free from alcohol,
fragrances and synthetic dyes

Skin care designed to give your skin just what it needs: Available in Dry,
Normal, Oily Formula

Value for Money: Comparative in the MASSTIGE Basic Skin Care Category
Why youll love Botanical Effects Skin Care
The goodness of botanicals.

A simple regimen that delivers
healthy balance.

Its what your skin craves.
BOTANICAL EFFECTS:
360 Execution BOTANICAL EFFECTS
EMPLOYEE
CONSULTANT
MEDIA CONSUMER
Botanical Effects:
Simple Regimen
Value for Money
CHANNEL:
-Look Book feature
-Visuals
-Banners
-Posters
-Website Feature/ Facebook
-E-Catalog
-Product Trial

CONSUMER
PROMOTION
EDUCATION/TRAINING PROGRAMS:
-
CONSULTANT PROMOTION:

CHANNEL:
-Applause Cover/ Feature-General Assembly
- Product Display / Banners
- Social Sites
- Samplers
CHANNELS:
-Press Release
-Press Kits
-Nature-Inspired Media Launch
-Blogs

CHANNEL:
- Employee Assembly: Theme-Launch / Actual Trial
- Product Samplers Prize for Botanical-related quiz
- BE Pins: Varied Wellness Statements
- Office Displays
Tactics
1. BE Brochure/Sleever
2. Guests Events/Market Blitz
3. Sampling Mall,
ACT lI: Captivating Color
Innovative &
Sophisticated Style
On the cutting edge of beauty
Spontaneous Color
Color this fun, affordable and fabulously
giftable makes it easy to let your spontaneity
rule.
Seasonal
Focused on seasonal trends in
fashion and beauty
Everyday must-haves built around our
Mary Kay Compact system
Essentials
Color Brand Segmentation
Develop products that speak
to younger consumers via:

Unique product forms
Bold shades and color
combinations
Fun and aspirational look and
feel
Lower price points
Appealing price/value
relationship
Offer these color items at a
lower price point to:

Ensure accessibility and
affordability
Reach new and/or multiple
audiences by tapping into
different demographic and/or
income groups
Attract via price/value
relationship
Door openers to Mary Kay
Color
GENERATION Y
(18-25 + generations to come)
LOWER PRICE POINTS
SPONTANEOUS
MASS COLORS
(Positioning)
Building the RIGHT Relationship with the RIGHT People
REMEMBER THE 3Cs:
Be Crystal clear

Be Consumer-based
Be relevant and credible to the consumer
Write in consumer language and from consumers view point

Be Competitive
Be distinctive
Focus on building brand elements into powerful discriminator
Be persuasive
Be sustainable