0 day to night clutch “transform yourself”. 1 presenters ryan santonacita – u.s. supply chain...
TRANSCRIPT
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DayDay toto NightNight ClutchClutch“Transform Yourself”
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Presenters
• Ryan Santonacita – U.S. Supply Chain
• Sarah Clarfield – Gifts and Home Marketing
• Jenna Moreno – Sales Leadership
• Manda Chan – Finance
• Caitrin Dolan – Personal Care Brand Marketing
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Today’s Agenda
• What our consumers want
• Introduction of a new product
• Product Costing
• Promotion and Sales
• Representative Support
• Competitive Analysis
• Conclusion
• Q & A
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Cosmetics Products Lipstick/ Lip Gloss Blush with a small folding Brush Eye Liner Eye Shadow Compact/ Pressed
Powder/ Concealer Purse Size Mascara Oil Blotters Fragrance
Slits for my…… Mirror Credit Card Money Cell Phone Car Keys ID Mints
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Style of the Clutch is critical!!
Enough room for everything I need
Eye Appealing
Fine Lining
Color that goes well with any outfits
Removable strap
No Plastic-looking fabric
it has to be GOOD- LOOKING !!
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Take your purse from this…
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To THIS!
All you need to create
the night time look!
Transform Yourself..
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• Concept:VERSATILE and USEFUL – cosmetic bag can be converted into a fashionable, useful, and convenient clutch
Target Customers : 18 - 45 year-old women Desires on-the-go, easy conversion from a Natural
Day to a Dramatic Night look
Day to Night Clutch
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• With this Day to Night Clutch you get…– All the necessary items for two looks
• Day• Night
– ONE bag for all purpose use
– Slits for your money, credit cards, keys, etc
– Slots for extra Avon’s Products
– Mirror for final checking
Day to Night Clutch Overview
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Day to Night Clutch
Two Different Two Different BagsBags
• Earthy NaturalsEarthy Naturals
• Dramatic PlumsDramatic Plums
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Day to Night ClutchTRUE COLOR TRUE COLOR
Eye shadow QuadEye shadow QuadULTRA RICH COLOR ULTRA RICH COLOR
Lip-glossLip-gloss
GLIMMERSTICKS GLIMMERSTICKS EyelinerEyeliner
TRUE COLORTRUE COLOR BlushBlush
(Cool Collection)
( Warm Collection) ( Warm Collection)
(Cool Collection)
( Both )
( Both )
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Day Night
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Day to Night ClutchCool Collection
Day Night
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Day to Night ClutchWarm Collection
Day Night
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Day to Night Clutch Costing
What is What is included?included?
Avon ProductsAvon Products Cost of GoodsCost of Goods
Day to Night ClutchDay to Night Clutch $1.35
True Color QuadTrue Color Quad $1.27
True Color BlushTrue Color Blush $1.01
Ultra Color Rich Lip-GlossUltra Color Rich Lip-Gloss $0.85
Glimmer Stick EyelinerGlimmer Stick Eyeliner $0.53
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Day to Night Clutch Costing
Product CDSS Cost of GoodsDay to Night ClutchDay to Night Clutch $15.00 $1.35
True Color QuadTrue Color Quad $7.00 $1.27True Color BlushTrue Color Blush $8.00 $1.01
Lip-GlossLip-Gloss $6.50 $0.85EyelinerEyeliner $6.00 $0.53
Product ValueProduct Value $42.50 $4.99
Total Packing CostsTotal Packing Costs $0.40
Total Cost of Day to Night Clutch
$5.39
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Day to Night Clutch Costing
• How much How much does it cost?does it cost?–$19.99$19.99
• Can’t forget about Can’t forget about that margin…that margin…
60%60%
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Seasonality and Colors
• So what is the So what is the seasonality?seasonality?– Based on trends Based on trends
for Spring ’08for Spring ’08
– Function and Function and usefulness of usefulness of product are year-product are year-round round
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Day to Night Clutch
Inside of clutch filled Close up of design on front
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Day to Night Clutch
• How will it be How will it be promoted?promoted?
• How will it work within How will it work within the campaign?the campaign?
• Featured in the Color Featured in the Color sectionsection
• Given an inside cover Given an inside cover spreadspread
• Called out in the indexCalled out in the index
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Day to Night Clutch
• Celebrity Celebrity Promotion?Promotion?– Features a “Tip Card”Features a “Tip Card”
• One side has tips for a One side has tips for a natural, daytime looknatural, daytime look
• Reverse side has for a Reverse side has for a darker, nighttime lookdarker, nighttime look
• Both tips based on Both tips based on included make-upincluded make-up
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Creative Execution
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Representative Sales Support
• Heighten product awarenessproduct awareness
• Increase excitementexcitement
• Create sense of trustworthinesssense of trustworthiness
• Generate interestinterest in the product
• EducateEducate the Representative
• Express what a great valuegreat value and utilize the PWPPWP
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Representative Sales Support
A valuable “Tip Card” will:
• excite customers
• increase knowledge of makeup application
• show how fun and easy a day to night look can be
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Increase Representative Sales
• Utilize the REPRESENTATIVE REPRESENTATIVE TIMESTIMES
• Utilize WHAT’S NEWWHAT’S NEW
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Representative Sales Support
• Express what a Great ValueGreat Value is being offered $42.50 Product Value for only $19.99 FASHIONABLE - FUNCTIONAL - VERSATILE A cosmetic bag can be converted into a chic, useful,
and convenient clutch
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Representative Sales Support
• In order to drive sales, a PURCHASE with PURCHASEPURCHASE with PURCHASE will be offered:
• EITHER– Far Far AwayAway ParadiseParadise Fragrance Regular $22.50 Now $9.99
– ANEW CLINICAL Plump & Smooth Lip System
Regular $25.00 Now $9.99
Far Far AwayAway ParadiseParadise
ANEW CLINICAL Plump &
Smooth Lip System
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LeadershipLeadership
• New Leadership Incentive!
• Senior Executive Unit Leaders increase down-line by threethree representatives TOP 5 SELLERS of the featured product
receive a cash prize of $1000 The NUMBER ONE SELLER
exclusive event with Jillian Dempsey for entire down-line
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Beauty Of Knowledge
• Education Knowledge SALES! Create a Day to Night WebinarWebinar Add a Day to Night course to the Beauty of Beauty of
Knowledge TrainingKnowledge Training on YourAvon.com Representatives can share their knowledge with
customers to drive salesdrive sales
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Competitors• Estee Lauder
– MAC
– Clinique
– Bobbi Brown
• Sephora
• Lancome
• Ulta Beauty
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ULTA 14 Piece Gift with Purchase
• 2 shades of Nail Polish
• 1 Eyeshadow Quad
• 2 Lip Colors
• 1 Lip Plumper
• 1 Lip/Eye Liner Pencil
• 1 Cheek Color
• 1 Translucent Powder
• 1 Mirror
• 3 Piece Brush Set
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Competitive Analysis• Competitor
Marketing Strategies
– Gift with Purchase– Advertising
• Pricing
• Why Avon?– Less Expensive– Great Quality
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Q & A