L'Oreal 2016 Brandstorm Competition

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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-POSAYLOreal 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-POSAYS 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

    LOreal 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-POSAYLOREAL BRANDSTORM 2016