BEAUTY APPS

PRESENTED BY:
Avinash Kumar(95)
Devesh Kumar(114)
Ayushi Negi(132)
Shalini Kumari(110)
Deepshikha Rai(16)
Suhanshi Priya(93)
Archana Sinha(89)
Neha Agarwal(117)
Priya Kumari(123)
INTRODUCTION
Meitu means “beautiful pictures”
Meitu inc. is a Chinese technology company established in 2008 and headquarter in
Xiamen,Fujian
Meitu launched in July 2016 in india with the name(beauty plus me)
It makes smart phones and selfie apps
Meitu has over 15 photo editing apps —
It have been downloaded on 1.2 billion devices across the world.
Need
Need- Acquired need
Goal- Product specific goal
Motivation- Positive motivation
Motives- Emotional motives
Maslow hierarchy theory- SelfEsteem
Personality
Freudian theory: Ego
Horney CAD theory: Compliant personality
Trait theory:
Consumer innovative-high
Dogmatic-low
Social character-Inner minded
Need for cognition(NFC)-Low
Optimum stimulation levels-high
Sensation seeking-high
Variety-Novality Seeking(VNS)-high
Perception
Just noticable Difference
Perceptual Selection:
• Consumers’ previous experience
• Consumers’ motives
About this app
Edit anything with one app
One of the best editing app
Challenges in India
People don’t want to openly talk about using beauty apps.
People use it in private and abuse in public.
Learning
Process- Intentional-high
Elements- Motivation(beautification) and reinforcement
Learning theories- Behavioural theories
Cues- Glamorous
Strategic application- Stimulus discrimination
Marketing mix
Product:
Good guide
Cosmetic
Detox me
EWG Healthy living
Price:
Customer value for their money
When pricing your app, there are four major models
1.Paid app downloads in the app store
2.Free subscription-based app
3.Free app with in-app purchase
4.Free app with ads
Place:
Downloaded 1.2 billion devices across the world
95 million photos are posted on Instagram everyday
100000 are upload on Facebook every minute
Indian user spend several hours on selfie-editing apps each day.
Promotion:
Endorsed by many by celebrities
Slogan “create your own beauty”
Beauty plus has tried to tackle this challenge by roping in celebrities like Shilpa hetty to post picture
using its filter
Micro environment
Market intermediaries- Play store
Suppliers- Programmer
Competitors- Studio
Customer- B2C
Macro Environment
Demographic:
World wide population 7,464,022,049
India population 134,517,249
Age distribution:
15-50 approxe 50%
Economic:
GDP of india-152.54LAC CRORE
Real GDP growth rate-7.1%annual cha
Per capita income-RS.93,293
Per capita growth rate-6.997%
Socio-culture:
View of ourselves-feel beautiful and look younger
View of others-flawless skin
Technology:
If you take a photo in this app it immediately transform into a much better looking version with
smoothen pore , slimmer face ,brighter eyes.
Segmentation
Demographic
Age: 15-50
Family life cycle: young boy/girl, teenager, middle age
Social class: middle class, lower middle class
Psychographic
Life style: fashion oriented, situation oriented
Personality: remove dull complexio, mercurial, sensitive, ephemerate
Behavioral
Benefits: attracts attention, high catching, whole virtual makeover
User status: non user, ex user, regular user
Attitude towards product: positive and approachable
Targeting
Young boy/girl, teenager, people with look matters
Fashion oriented
Benefits
Positioning
CFR(COMPETITIVE FRAME OF REFERENCE):
Competitors-camera 360,pixart,pixlr,bersa
Substitute-makeup
POD(Point of difference)
Desirable to consumer- More beautiful ,that allows you to hide acne , slim face , remove dark
circle.
Desirable by company- This app has numerous different filter and frames . Over 50 filter update
in one week.
Differentiating from competitors- Meitu means beautiful pictures in chinese, that lets you to
transform your selfies into hand dreamy “hand drawn picture”
PRODUCT LEVEL
Core benefits: virtual makeover, selfie with brighten face
Basic product: whiten teeth, smoother facial skin, remove wrinkles
Expected product: look natural and beautiful
Augmented product: hand drawn, animated
POP(points of parity)
Category point of parity- Look more beautiful
Co-relational point of parity- expensive than competitors
Competitive point of parity-market leader
Perceptual map
premium

High utility & performance

Meitu YouCam
App app

low utility & performance

BEAUTY
PLUS(EASY
PHOTO)

pocket friendly