Brand PresentationNew Product RangeMarketing ObjectivesCommunications ObjectivesTarget MarketPositioningMarketing MixImplementation Plan

Youthfulness & Coolness,Ironic, Sexy, Hedonistic,Unexpected Creativity,Multicultural & Eclectic

- Energetic, - Bold,- Sexy, - Dynamic,- Modern, - Masculine,- Sensual - Self-Confident

Skincare - Facecare Cosmetics:- Clean Scrub Gel,

- Moisturizing Recovery Gel,- Under Eye Gel

- Provocative,- Ironic,- Individualistic,- Young & Cool

Launch new product range by March 2011 with distribution primarily in upscale perfumeries (Sephora, Douglas).

Place Diesel among the world’s top 10 skincare luxury cosmetics.

Re-educate consumers and change their perception of the traditional luxury cosmetics market by itroducing an alternative lifestyle brand – Diesel.

Increase brand awarennes from 20% to 50% among our target audience.

Create understanding of brand values - provocative & ironic - and interest in the brand among 50% of our target audience.

Support the launch of new product range by generating 50% awarness in the street community one week before the launch.

-Men,- age 18-30;

- high incomes or rich parents,- identifying themselves with brand values,

- having cutting-edge style,- tribe members (street artists)

The first alternative lifestyle brand in luxury cosmetics market.

Closer to the street.

Provocative & Ironic.

Individualistic. Young & cool mindset.

Product strategy – Diesel’s new product range will differentiate itself from its competitors by using the most prominent strenghts which are outstanding image of the brand, its values and position on the luxury market.

Price strategy – high price reflects more than just high quality – peple buy not only a product but the characteristic lifestyle.

Place strategy – distribution channels:•Upscale Perfumeries (Sephora, Douglas, Marionnaud),•Cosmetic Stores,•On-line Shops,•Company Stores,•Duty Free Shops.

Promotion strategy – integrated marketing communications campaign using traditional and alternative media. Visibility in right places and publications is very important (specialized magazines, selected locations for outdoor,etc.)

Marketing Communications Media

• Press – specialized national magazines• TV – national & international • Cinema – selected movies our ads are shown• Posters – outdoor billboards• The Internet – monitoring opinions; banner advertising in selected wed sites; youtube, etc.• World of Mouth – customers/consumers • Packaging – modern and compelling design• Point-of-sale displays (POS)• Ambient Media• Sales Promotions, Special Limited Editions

2011 – Q1 2011 – Q2 2011 – Q3 2011 – Q4 2012 – Q1 2012 – Q2 2012 – Q3 2012 – Q4

Launch NewProducRange

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