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Master in Marketing and Commercial Management

2021-2022 --TO
Marketing Mix Proposal By: Galo
Fernando Borja Lopez •m2 Business
U D0 School
Y
o
 Yo 1 ■

the
prestigious

VELVE which merges its scientific

knowledge in pharmacy, botany
and

unique for modern urban skin care.

After years of extensive

BEAUTY natural organic skin care

, ESSENTIAL
„ TECHNOLOGICAL
MOISTURISER
idol protoction. for
 revolutionary for

Strengths
Scientific knowledge in pharmacy, botany and cosmetology Unique
approach to modern urban skin care.

Analysis Extensive experience in personal care

Weaknesses
The luxury segment is looking for new skin care products.
The market segment values experiences.

Opportunities
• Expansion of sales points, various channels.
• High pricing of the competition in the type of
TWELVE segment.
BEAUTY
Threats
Luxury market without clear criteria to delimit segment.
The segment is set based on the sales channel.
 Strategy 1
Strategy 2
Generate strategic alliances with different
distribution channels. Communicate the benefits of the company
by supporting the veracity and quality of
perfume based on the Twe 4ve imlarca
W Á rr Beauty/
i vv E LV E
Strategy 3 positioning.
Establish a price Strategy 4
lower and equal Investment in
to the competition advertising in
in order to magazines and
generate fashion media,
also with the
hiring of
influencers for
greater reach.
 V
iflfiH
analy
sis
Position the brand by The positioning used
highlighting the main Low-cost initial by well-known figures
benefits of Twelve pricing technique is and influencers
Beauty's services or recommended to generates sympathy
products, that is, it attract new or affinity with the
focuses on highlighting customers and thus market segment on
the benefits that it can gain market share. which the brand
provide when using the positioning wants to
brand's products. focus.
 TWELVE

Conclusions
"Single Brand" positioning strategies allow the association of the product
as the most suitable for the luxury segment.
Currently, the use of influencers consists of being based on the interests,
way of life, values and behavior which influences consumers, it also
makes it easier to target them and get them to identify with the product
and a positioning of desired brand.