L'Oreal 2016 Brandstorm Competition
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MEET THE TEAM Caroline Deng Jordan Ji Lily Lin Marketing and Information Systems Marketing and Psychology Finance and Marketing
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Transcript of L'Oreal 2016 Brandstorm Competition
MEET THE TEAM
Caroline Deng Jordan Ji Lily LinMarketing and Information Systems Marketing and Psychology Finance and Marketing
LA ROCHE-POSAYL’Oreal Brandstorm 2016
AGENDA
1. Industry Overview
II. SWOT Analysis
III. LRP Business Performance
IV. LRP Strategy
AGENDA
1. Industry Overview
II. SWOT Analysis
III. LRP Business Performance
IV. LRP Strategy
AGENDA
1. Industry Overview
II. SWOT Analysis
III. LRP Business Performance
IV. LRP Strategy
AGENDA
1. Industry Overview
II. SWOT Analysis
III. LRP Business Performance
IV. LRP Strategy
AGENDA
1. Industry Overview
II. SWOT Analysis
III. LRP Business Performance
IV. LRP Strategy
INDUSTRY OVERVIEW
DERMOCOSMETICS
MARKET SEGMENTATIONMass-Medical Brands
Nature Brands
Dermatological Brands Medical Professional Brands
Healthy Beauty
DERMOCOSMETICS INDUSTRY
COMPETITOR ANALYSIS
Affordable
Premium
Clinical Holistic
LA ROCHE-POSAY’S MISSION
“A better life for sensitive skin”
➤ Sensitive Skin➤ Effective➤ Safe➤ Well-Priced➤ Recommended by
professionals
TARGET DEMOGRAPHICS
SWOT ANALYSIS
S
➤ Thermal water➤ Sensitive skin➤ Dermatologist-approved➤ Strong global presence➤ Strength in Western Europe
STRENGTHS
W➤ Lack of awareness among
15-25 year olds➤ Weak market share in
America➤ Relatively weak digital
presence in skincare market
WEAKNESSES
O
➤ Travel Retail➤ Asian market➤ E-Commerce - lowest
turnover rates➤ Expansion in digital space➤ Working with more online
influencers
OPPORTUNITIES
T
➤ Shift towards Korean beauty trends
➤ Cheaper drugstore products
➤ Similar products (Thermal spring vs. Mountain water)
THREATS
MARKET TRENDS
LRP BUSINESS PERFORMANCE
LRP PRODUCT PORTFOLIO
17.2%
5.7%
8.5% Worldwide
11.6%
2.9%
10.0%
8.1%
LRP MARKET SHARE
LRP DIGITAL INDEX IQ RATING
LRP BUSINESS STRATEGY
LRP STRATEGY
Positioning and Image: Dermatological, High concentration of selenium in French thermal water
Target Demographics: Health-conscious consumers between the ages 15-25 years old
Pricing: Mid-market between affordable and premium
Communication Strategy: Influencer Marketing, Medical Detailing and Relations
Pharmacies/Drugstores
Medispas
Dispensing Doctors
Department Stores
E-Commerce
Travel Retail
DISTRIBUTION
INNOVATIONS
QUESTIONS?
APPENDIX A - PRESENCE OF EUROPEAN BRANDS
APPENDIX B - TECH USAGE OF 18-25 YEAR OLDS
APPENDIX C - LRP PORTFOLIO
L’Oreal Path to Win
Source : Euromonitor , 2014, retail price, skincare including suncare
APPENDIX D - GLOBAL RANKINGS
APPENDIX E - DERMOCOSMETIC MARKET
APPENDIX F - GROWTH IN THE MARKET
APPENDIX G - 2015 DIGITAL INDEX
https://www.l2inc.com/research?research-vertical=beauty
LA ROCHE-POSAYL’OREAL BRANDSTORM 2016
