Miss alpha l'oreal campus finals presentation

Click here to load reader

  • date post

    12-Jun-2015
  • Category

    Marketing

  • view

    341
  • download

    1

Embed Size (px)

description

campus finals

Transcript of Miss alpha l'oreal campus finals presentation

  • 1. AGENDA

2. Hair StylingHair StylingHair Care Consumer Products Division BEAUTYwithin reach Hair CareSkincare Cosmetics (our focus) 3. ASEAN ECONOMY EXPANDING Middle Class MORE Disposable Income INCREASED Demand 4. EVOLUTION OF THE HAIRCARE INDUSTRY 2005 2012 Dying sales of 2 in 1 products Colorants are slow but steady Consistent sales in Salon Hair Care & Total Shampoo High but fluctuating in Styling Agents Stable sales in Hair Loss Treatment The rise of Conditioners Perms and Relaxants are slowing 5. 17% 30% 18% 35% Unilever P&G L'Oreal Other 59% 22% 5% 14% 50% 29% 3% 18% 51% 31% 5% 13% 36% 18% 46% 47% 28% 13% 12% COMPANY market share BRAND market share Malaysia Philippines India Thailand Indonesia (Percentages based upon the top 10 products in each country) 6 Greatest Operational Advantage 6. STRENGTHS - High-end brand image - Marketing Experience - Consumer knowledge WEAKNESSES - Low market share - Unavailable product for middle class OPPORTUNITIES - Growth of conditioner sales - High- growth market -Expansion into middle class consumers THREATS - Strength of competitors - Increase in counterfeit goods - Macroeconomic factors that decrease consumers spending 7 7. Which existing haircare product(s) would you push to attract more consumers in the 15-35 age range in the ASEAN zone? How would you re-launch your product/product range in order to regain impact on your target market? CONSIDERATIONS In pitching the perfect product for the ASEAN zone, we took into consideration the following factors: GEOGRAPHY GENETICS GROWTH 8. EMPOWERED EDUCATED AMBITIOUS BUSY IMAGE-CONSCIOUS YOUNG 9. ANNISAS WISHLIST AND CONCERNS IMPORTANT FACTS Under-availability of water supply in SE Asia The Jilbab headscarf creates damp conditions in the scalp Strength Healthy Scalp Smoothness and Manageability Shine Long Length Yes! No! Damaged Hair Split Ends Dullness Dryness Hair Breakage 10. 11 LOREAL 11. 5 PROBLEMS 1 SOLUTIONTOTAL REPAIR 5 Conditioning Restoring Spray FULL SILKY SMOOTH REVITALIZED SHINE STRONG HAIR FALL ROUGHNESS DRYNESS DULLNESS SPLIT-ENDS 12. Pro-Keratine & Ceramide enriched formula restore quality to hair damaged by hair-coloring super easy to use constantly revitalizing her hair when it is needed the most, even while Annisa wears her headscarf. Restore quality to hair damaged by hair-coloring Waterless application 13. SHARE YOUR STORYCAMPAIGN Consumers will share how they are diligently pursuing their ambitions, & where the Total Repair 5 conditioning spray would fit into their busy lives. 14. 15 Share Your Story Off-line On-line Educate + Connect 15. 16 Student ambassadors will promote Total Repair 5 spray to peers Distribute samples and coupons to build relationship between consumer and the LOral Paris brand Each ambassador spearheads Share Your Story at respective school Secondary School & University Ambassadors 16. 17 Will coordinate with shopping centers to offer free hair care service and advice Encourage women to share their story with LOral during workshop Leave consumers with an understanding of where the Total Repair 5 spray could fit into their lives Pop-Up Salons & Workshops 17. 18 After starting my first job, I always found myself crunched for time, rushing at 7am to catch the bus to work. The TR5 spray is a life-saver! I can use it during my commute, and look polished & presentable at work. Thanks LOral! Pop-up Salon Invitation Sample Story 18. Southeast Asia vs. Rest of World 0 0 0 0 0 0 0 0 0 0 0 0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1 0 0 0 0 0 0 0 0 0 0 0 Social Networking Reach Web Population % = ONLINE STRATEGY SOCIAL MEDIA The Strategy Share Your Story Offline Social Media Gaming Video Series 19. The Online Gaming Sector ONLINE STRATEGY SHARE YOUR STORY Southeast Asian gaming revenues expected to double by 2015 Create a digital LOreal Paris world where women are represented by their Share Your Story profile0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1 0 0 0 0 0 0 0 mm 20. Short Video Series Create videos using popular drama story lines and actors - the final video of the series will be based on Share Your Story Make TR5 blend seamlessly into the campaign with product placement Make it Viral! ONLINE STRATEGY SHARE YOUR STORY 21. 2006 2007 2008 2009 2010 2011 2012 2013E 2014E 2015E 2 in 1 -37% -29% -17% 20% -11% -7% -6% -5% -5% -4% Colourants 4% 5% 4% 5% 5% 2% 2% 2% 3% 3% Conditioners 11% 10% 9% 9% 8% 6% 6% 6% 6% 6% Hair Loss Treatments 8% 7% 6% 5% 5% 3% 3% 4% 4% 4% Perms and Relaxants 4% -13% -17% 5% 5% 2% 2% 2% 1% 1% Salon Hair Care 7% 7% 4% 0% 5% 1% 1% 2% 2% 2% Shampoos Medicated 9% 8% 5% 8% -2% 1% 1% 2% 2% 2% Standard 12% 8% 7% 0% 5% 2% 2% 2% 2% 2% Total 7% 7% 7% -1% 6% 2% 2% 2% 2% 2% Styling Agents 11% 10% 9% 7% 10% 5% 5% 5% 5% 5% Total Hair Care 6% 6% 6% 6% 7% 3% 3% 3% 3% 3% 2006 2007 2008 2009 2010 2011 2012 2013E 2014E 2015E Philippines 10% 7% 9% 8% 8% 5% 5% 4% 4% 4% Malaysia 15% 12% 8% 7% 6% 4% 3% 3% 3% 3% Indonesia 14% 14% 12% 13% 13% 10% 11% 11% 11% 12% Thailand 6% 7% 6% 7% 6% 5% 5% 5% 6% 7% Average Growth 11% 10% 9% 9% 8% 6% 6% 6% 6% 6% 8% % Growth of Hair Care by Category % Growth of Conditioners ASEAN Market Trends: Growing Conditioner Sales 22. ASEAN Market Trends: Opportunities for Growth with Elsve L'Oreal Presnce in Southeast Asia 2007 2008 2009 2010 2008 2009 2010 Professional Brands L'Oreal [Salon Hair Company] 37.8% 41.2% 44.6% 44.9% 3.4% 3.5% 0.3% L'Oreal Professional [Salon Hair Care Brand] 26.9% 29.8% 32.4% 32.6% 10.7% 9.0% 0.4% L'Oreal Professional [Hair Care Premium Brand] 15.8% 17.5% 18.2% 17.5% 11.1% 3.9% -3.9% Hair Care Brands L'Oreal [Hair Care Company] 7.6% 8.1% 8.5% 8.5% 6.2% 4.3% 0.9% Elseve [Hair Care Brand] 1.9% 2.0% 2.1% 2.2% 7.1% 6.7% 3.1% L'Oreal Studio Line [Hair Care Brand] 2.0% 2.2% 2.3% 2.4% 10.3% 4.7% 4.4% Haircare Brand Shares 2007 2008 2009 2010 2008 2009 2010 Elseve Indonesia 2.0% 2.0% 2.2% 2.3% 0.0% 10.0% 4.5% Elseve Malaysia 3.1% 3.3% 3.5% 3.6% 6.5% 6.1% 2.9% Elseve Thailand 0.5% 0.7% 0.7% 0.7% 40.0% 0.0% 0.0% Average 1.9% 2.0% 2.1% 2.2% 7.1% 6.7% 3.1% L'Oreal Studio Line Indonesia 2.2% 2.2% 2.2% 2.2% 0.0% 0.0% 0.0% L'Oreal Studio Line Malaysia 2.4% 2.7% 2.9% 3.2% 12.5% 7.4% 10.3% L'Oreal Studio Line Philippines 2.8% 3.3% 3.5% 3.6% 17.9% 6.1% 2.9% L'Oreal Studio Line Thailand 0.4% 0.4% 0.4% 0.4% 0.0% 0.0% 0.0% Average 2.0% 2.2% 2.3% 2.4% 10.3% 4.7% 4.4% % Market Share % Growth 23. ASEAN Competition: Company & Brand Growth Growth in Market Share 2008 2009 2010 P&G 1% 1% 0% Unilever 2% 1% 1% L'Oreal 9% 4% 2% Top 3 Brands in Southeast Asia P&G Unilever L'Oreal Pantene Sunsilk Elseve Rejoice Dove L'Oreal Studio Head & Shoulders Clear L'Oreal Professional -2% 0% 2% 4% 6% 8% 10% 2008 2009 2010 Unilever P&G L'Oreal Other P&G, Unilever, and L'Oral have all slowly been losing market share despite the increase of sales in Southeast Asia. The slowdown has largely been caused by increasing competition. 24. ASEAN PRODUCT PORTFOLIO Moderately Priced Elegant High Performance Smooth Intense Total Repair 5 Re-Nutrition Nutri-Gloss Light Fall Repair 3X Color-Vive