MUVAZI

Ashley Morrison, Olivia Bergmann, Katelynn Reed, Jessica Salaz

Background
Primary Research
New Products:
45% try products based on a friend recommendation, 23% based on social media
64% enjoy purchasing skin care products at salons, spas, and high end retailers
Importance of product quality was rated 9 on a 10 point scale

Advertisements:
41% prefers advertisements on social media, followed by 28% for TV/blogs

Social Media:
78% Facebook, 54% Instagram

Background
Secondary Research
Market outlook:
-Close to 9.8 billion dollars of the skincare market (109% increase since 2007)

Competition:
-Dermalogica Age Smart
-NuSkins AgeLocs

Ingredients:
-Many key ingredients contain numerous chemicals and alcohols (i.e. glycerin, butylene clycol, sodium hydroxide,
benzyl benzoate, fragrance, etc)
-Most natural ingredient is water

Situation Analysis
Muvazi offers a complete line of skincare products that offers more concentrated amounts of active
ingredients providing a higher efficacy rate in a shorter amount of time for the customer.
Muvazi believes in adding ingredients to their products to achieve substantial results rather than
simply meeting standards to include the ingredient name on a packaging label.

Challenges
Obtaining new customers
Creating return/loyal customers
Creating brand recognition

Core Problem/ Opportunity

Problem
Muvazis core problem is breaking into the oversaturated
skin care market in order to obtain new and loyal
customers to ensure sales.

Opportunity
Muvazi has the opportunity to set itself apart from other
popular anti-aging lines in being a natural, green product
with its specific Oat Beta Glucan System that is unique
and available at a reasonable and competitive price.

Goals & Objectives

Goal:
Be a relevant and successful competitor in the skincare market with substantial customer loyalty and
visibility by offering a unique product at a competitive price.

Objectives:
1)

Create visibility to obtain new customers

2)
Distribution in retail stores and spas
3)
Promote brand recognition for loyalty

Key Publics
Consumers
20s- Preventive
30s/40s- Importance of treating changing/aging skin
50s- Wrinkle/spot treatment, importance of a regimen
60s- Treatment of existing wrinkles/blemishes

Key Publics
Key Retailers

Local Spas

Key Publics
Dermatologists & Estheticians

Key Publics
Blogs

Collaborations

Messages
20s- Crisp, Clean, Muvazi

Muvazi Renew the skin youre in

vs
Olay Love the skin you're in

30s/40s- Fast, Functional, Muvazi

50s- Renew, Repair, Muvazi
60s- Classic, Caring, Muvazi

Strategies

Create an individual and specific campaign for each target audience

Create relationships

Create brand awareness

Tactics

Create and execute a media campaign

Hire a social media intern and a skin care consultant

Establish relationships with desired companies

Offer online and YouTube bloggers sample or complimentary products to

review/recommend

Register and attend various events

Social Media Example

Fast. Functional. Muvazi.

Example

Budget
Ad costs: $1000-3000

Student: minimum wage

Video production: $1200

Intern: $1000-2000/semester

Copyright: $600/project

Employee: $20/hour

Air time/play: $125,000

Samples for bloggers: $49.99/each

Interview Focus Groups: $1740

Event registration: $500-$1500 quarterly

Merchandise giveaways/contests: $7000

Calendar

Thank you