Group Project Marketing 716

2. Visionaries Incorporated is a Canadian Company, with a corporate office in Toronto
and a manufacturing facility in Alberta. The organization was founded in 2006..
Our Mission Statement: Our Mission is to make you look and feel confident
The skin care category in Canada in 2011 consisted mainly of facial care, followed
by body care and then hand care.
The market size in dollars is of CAD $1.597 billion
Research has revealed that the skin care category is projected to post a 3% CAGR
in constant value terms to reach a market size of C$1.84 billion by 2016.
To capture our share we today introduce
Our Latest Addition…ESCAPE Tag line: Be The Chase!

3. Licensing – Not tested Manufacturin Company The lifestyle In 2011,
Competitive
Political/Legal/Regulatory
Technological
Economic
Social
Ecological
Our Product on animals g 350 persons of our target L'Oréal
is classified facility/rese at varying group can be Canada Inc.
as Cosmetics arch lab is skill levels. described as ranked the
• Has CFS equipped Our chic, fashion highest in
and GMP with the specialized forward, market value
certificates most recent or skilled elegant & share with
technology labour force confident. 18% (sales of
• Our related to for this C$292
signature development product is million)
ingredients and testing constant as amongst its
are legal in of we are competitors
Canada, cosmetics. always such as Jack
the innovating Black and
product new Clinique
contains products
Hemp-
berry®
(hemp oil
and
cranberry)

4. Aggregate market Description Industry
factors: Attractiveness
1. Size (in dollar value) CAD$1.597 billion (2011) +
INTERNAL 2. Growth rate 3 % per year CAD$1,840 million by 2016 +
3. Profits High (Margins of 25%) +
ANALYSIS
4. Market share 5% of total cosmetic market in Canada +
5. Stage in life cycle Industry- Maturity; Company - Growth; - ,+
Product (Escape) Introductory
6. Cyclicity Steady +
7. Seasonality Not Seasonal +
Competitor Brands Benefits Price per
s ml
Biotherm Homme Aqua Power Cleanser Toner/cleanser $28 for 125ml $0.22
IDENTIFYING Lancôme Men Ultimate Cleansing Gel Moisturizing gel $33 for 100ml $0.33
COMPETITORS Jack black Pure Clean Daily Facial 2-in-1 liquid cleanser and toner $0.10
Cleanser with Aloe & Sage $18 for 180ml
Leaf
Clinique Cleanser (used with 2 other $24 for 150ml $0.16
items in the line)

5. Strengths Weaknesses
• Ingredients like Hemp Oil • New to Skin Care product
enduring product line
attractiveness and utility • Follower and not an
• Niche Target Marketing- innovator
Affordable customers ( • Further education is
men, women who buy for needed in understanding
men) the target customers’
• Specialization- relevant (men) latent needs
scientific and commercial
• Better Quality than
Competitors
Opportunities Threats
• Our business goal is to • Competitors are well
conquer the skin care established in this product
market for men by line and have existing
delivering superior value brand image
to the customers yielding
customer satisfaction

6. ESCAPE - MARKETING MIX REVIEW
PRODUCT PRICE
- All Natural Skincare product - Premium skincare product priced at $50 for a
4fl oz pack (120ml)
- Cleanses, tones, moisturizes and reinvigorates
with ONE product. - Our competitors include L’Oreal, Jack black
and Clinique and are priced between $20-$40
- Prevents skin damage because of shaving.
-We are priced above our competition as most
- Active ingredients include Hemp oil and of them at the most offer a 2-in-1 benefit.
Cranberry Escape is the only brand offering a 4-in-1
- Attractive packaging and has a pump to benefit which is also 100% natural.
distribute the right amount of quantity for
each use
Marketing Mix
PLACE PROMOTION
- Sold exclusively in Holt Renfrew and Harry - Free sachets distributed inital 3 with
Rosen stores across Canada purchase of Harry Rosen branded items
- These are high end departmental stores - Advertising in Forbes and Time magazines
offering luxury brands as our product being a
-Featured in BMW and Mercedes sales catalogs
premium brand would appeal to the affluent
class (annual income over $75,000) - GQ (Gentlemen’s Quarterly) magazine that
focuson fashion, style and culture
Escape would be available in 11 Holt Renfrew
stores and 19 Harry Rosen stores - Advertisements will run from Dec through Mar
- Also available on our company website -Canadian Golf tour 2013 season

7. Segmentation by Target: Positioning/differentiati
Demographics ng:
• The group was further
• The Canadian segmented based on • Escape is for men who
population was income and potential need an easy to use, 4
divided by gender, to purchase (2.5M) in 1 facial skin product,
that provides
with the men, ages
confidence in a bottle
30-50 being the main
target group. (5.1M) • Competitive advantage:
benefits and marketing
• The Benefits: 4 in 1:
moisturizer, toner,
Cleanser and revitalizer
• The differentiating
ingredient is Hemp-
Berry: which gives
rehydrating, protecting,
healing, and anti-aging
properties

8. Men are more
willing to invest
into skincare
products
Marketer’s
Increasing trend
challenge and
for natural
men’s responses
skincare products
to advertisement
Men’s change in
spending habits
httpbrandambassadorwww.youtube.com/watch?v=H
7Dh2vKw_D8

9. • Build/Growth Strategy
Product
Development
• A premium product that meets a need and demands and earns a
Planned Value premium price
Proposition
• Exclusively Available in Holt Renfrew & Harry Rosen Stores
Distribution
• Moderate Price -
• Price to Retailer $34.48
Price • Price to final consumer $50.00