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Marque Diesel

Transcript of Oreal Brandstorm

  • BRANDSTORM GAME : COSMETIC PRODUCTS FOR MEN

    PRESENTS

    DEMARTIN LAURA MERTENS TAMARA NICAISE JULIEPROST CAROLINE VAN STEENKISTE ISABELLE

    BEHAVIORS OF THE ACTORS OF THE MARKETFATHI TLATLI MANOELLA WILBAUT MASTER 1

  • 3. COMPANY VALUES8. MARKETING MIX PROGRAMS

    PESTE

    P ISO norms on the components ISO norms on the packaging and labelling Reach legislation

    E French market: a forerunner in the cosmetic market. The consumer price index for beauty products sector

    112.1millions 113.4millions Boom of the mens cosmetic market 15% of the total sales of care

    products.

    S Profound social changes in the 21st century Cult of youth affecting both women and men Zen trend with development of spas, care and beauty institutes Emergence of metro-sexuality and ber-sexuality concept

    T Breakthroughs in chemical substances for the particular structure of mens skin

    E The pollution of the air an opportunity for the cosmetic industry to offer to the skin the middles to !ght against each polluting attack.

    1. MARKET

    HIGHLIGHT

    S

  • 3. COMPANY VALUES8. MARKETING MIX PROGRAMS

    SWOT

    Good !t btw current brand identity and metrosexual trend for male cosmetic products. Leverage of its established customer base (Diesel community) as target segment. Learnings from successful launch of a fragrance as a !rst cosmetic product.

    S

    Lack of expertise in cosmetics / need to !nd the right partnership. Premium price positioning more dif!cult to sustain for daily consumption cosmetics Adequacy of current distribution channels to new product line.

    W

    Market growth for male cosmetics given new social trends (youth cult, neo-masculinity).

    Way to adress this new market with a lifestyle brand >< a cosmetic brand. Differentiation through technology by offering solutions to male skin speci!cities.

    O

    Fierce competition from new entrants on the market (clothing & cosmetics brands, ..) Male cosmetics still a partially taboo subject. Virility of the brand can be affected. Very high customer expectations in regards to cosmetics. Failure to deliver will impact

    brand credibility.T

    1. MARKET HIGHLIGHTS

  • 2. COMPETITIVE LANDS

    CAPE

    30%

    1%

    36%

    23%

    10%

    Market share of cosmetics market

    INDIRECTDIRECT

  • CULTURE

    VALUE

    PERSONNALITY

    ATTRIBUTES

    BENEFITS

    USER

    3. COMPANY VALUES

    CULTURE

    innovation, originality

    VALUE

    youth, freedom, hedonistic,

    anticonformist, sexy, multicultural ,

    rebellious, provocative,

    PERSONNALITY

    creative, dynamic, extrovert, bad boy,

    individualist, unconventional,

    ATTRIBUTES

    High quality products, faded and

    wore out jeans, fashionable, dirty,

    BENEFITS

    trendy, sophisticated sexiness, aesthetic

    rebel, part of a community, unicity

    USER

    young, active, 18-35 years,...

  • 4. POSITIONING

    PriceGood quality-ratio

    CustomerYounger and lower purchasing power than Armani & JP Gaultiers customers

    ProductFocus on the design >< the pharmaceutical brands ( Biotherm,Clarins)

    positioning tool

    HIGH PERCEIVED VALUE

    LOW DELIVERED COST

    LOCAL REGIONAL GLOBAL

    STRATEGIC THRUSTS

    GEOGRAPHICAL SCOPE

  • market

    Theoretical potential marketMen willing or taking care of themselves

    Actual market : male target71% already using cosmetic 15% of 17 & 25 year 24% of 25 & 35 year

    ready to buy

    Addressable/serviceable market : men interested in cosmetics + purchasing power

    Target/accessible market : men 20 and 30, educated, medium incomes, trendy, taking care of themselves, fashion oriented. User and non user of diesel.

    4. TARGET SEGMENT

    65-748%

    11-166%

    35-4427%

    25-3424%

    17-2415%

    55-647%

    45-5413%

  • 5. TARGET SEGMENT

    3 TYPES OF CRITERIApotential client

    characteristics

    20 - 30 YEARS

    - Entry in the active life

    - Single or in a relationship

    - First choices & projects

    - User and non user of Diesel

    - Upscale clients

    Male values

    - Dynamism

    - Seduction power

    - Power

    - External aspect

    CIRCUMSTANCES OF USE

    In the morning In the evening

    PRODUCT /SERVICE CHARACTERISTICSFashionableRapidity to use/ease of useEffective/practicalDesigned/masculine product

  • 6. CUSTOMER N

    EEDS iceberg theory

    CUSTOMS

    hygienic habit,

    neat appearance

    BELIEFSFemininity/ gay people tabooundermine virility Fear to be judgedBeauty products = time-wasting

    VALUESBefore? The metro-sexuel trend Now? The ber-sexuel trend, beauty attitude , permanent

    form, SOS trend, Egonomy, Bio revolution

    ASSUMPTIONSCosmetic= luxury products

    credibility = expensive

    BEHAVIORS

  • 6. CUSTOMER N

    EEDS

    PRODUCT NE

    EDS

    Shaving g

    el/foam

    After-shav

    e

    Cleaning cr

    eam

    Moisturizi

    ng cream

    Scrubbing/

    exfoliate

    Tonic/revit

    alizing loti

    on

    Characteris

    tics: easy to

    use,

    ef!ciency,

    not too he

    ady

    smelt, rapi

    dly soaking

    into, not

    too smoothy

    .

    PACKAGING NEEDSObjective

    practical, transportable and

    ef!cient, luxurious and

    environmental friendly.Subjective attractive, design

    psychological effect on the

    purchasing act.

    CASEPRIN MODELNew

    Individualistic customers ?Looking for modernity,

    technology and ef!ciencyand need to feel unique. Cosmetic products make

    you feel different.

    Pridebrand/products that bring added value Good mean to adhere to a

    group of people (original, fashionable)

    PrestigeDiesel = prestigious brand

    Cosmetics products associated to luxury product.

    Aftershave32%

    Shaving foam40%

    Cleaning cream17%

    Tonic lotion7%

    cream4%

  • How did we measure the expected coverage? (7%)*

    Target: men between 18-28 years oldNumbers of birth per year= 115 000 115 000*11years= 1 265 000Only the men: 1 265 000*0.52= 657 800

    Number of actual users: 71%* 657 800= 467 038 71% of the men have already used shaving cream and skin care products

    User tried: 50%*467 038= 233 519 50% part of the consumer who will try the product thanks to a coupon or a sample

    User !rst purchase: 25%*233 519= 58 579,75 (estimation of the %)

    User second purchase: 75%*58 579,75= 43 784,81 (estimation of the %)

    Yearly purchase: 75%*43 784,81= 32 838,61 (estimation of the %) 32 838,61/467 038= 7%

    Volume: 7%*657 800*4products= 184 184 products/

    7. OBJECTIVE, UNIQUE CONCEPT & STRATEGY

    MAGNETIC FOR MEN

    FEEL ATTR

    ACTIVE, BE

    MAGNETIC

    !Objective

    Reaching 7% of the actual users of mens cosmetics for a population between the age of 20 and 30 years on the testing market Belgium old by June

    2011

    unique conceptMagnetic for men

    Feel attractive, Be Magnetic!

  • MAGNETIC

    FOR

    MEN

    FEEL ATTRACTIVE, BE

    MAGNETIC !

    2 PRODUCTS IN ONE!

    UNCOMMON DESIGN!

    BE MAGNETIC

  • MAGNETIC FOR MEN

    FACE CARE FOR

    MEN

    BE MAGNETIC

    FEEL

    ATTRACTIVE

  • MASCULINE PACKAGING PRACTICAL

    2 PRODUCTS

    SINGLE BOTTLE

    MAGNET POUSSE-MOUSSE GAUGE

  • 7. OBJECTIVE, UNIQUE CONCEPT & STRATEGY

    First step: blockbuster product, also called locomotive product = product used by the majority of men Shaving gel and After shave lotion

    Main goal : reach the mass of consumers.Results : lots of sales but few bene!ts (in order to be accessible to the majority of the consumer)

    Second step: extension of the range to more speci!c products moisturizing cream, self tanning gel, face cleanser and revitalizing tonic gel

    Main Goal : satisfy a more speci!c demandResults : lower sales volume but higher margin.

    trojan concept

  • SWEET SHAVE

    7. OBJECTIVE, UNIQUE CONCEPT & STRATEGY

    SHAVING GEL & AFTER SHAVE LOTION = THE BLOCKBUSTER PRODUCT!Shaving gel for two different kinds of skin : sensitive and normal.

    Sweet Shave, the shaving gel by Diesel has a double action which cleans the skin gently while softening the hair for a closer shave. It exists for two different kinds of skin : sensitive and normal.

    Beat the fire, the aftershave lotion by Diesel will act as an extinguisher, removing the red blotches of the skin and moisturizing it

    suggested range : face care for men

    RANGE OF 6 PRODUCTS : SUGGESTED COMBINATIONS

    BEAT THE FIRE

  • LOOK AT ME

    7. OBJECTIVE, UNIQUE CONCEPT & STRATEGY

    Moisturizing cream & self tanning gel

    Look at me, the moisturizing cream by Diesel is a daily cream which brightens the complexion and !ght against draught skin.

    Be hot, the self tanning gel by Diesel leaves the skin moisturized and gives a natural-looking tan.

    suggested range : face care for men

    RANGE OF 6 PRODUCTS : SUGGESTED COMBINATIONS

    BE HOT

  • FRESH DIVE

    7. OBJECTIVE, UNIQUE CONCEPT & STRATEGY

    Face cleanser & revitalizing tonic gel.

    Fresh dive, the face cleaner by Diesel removes dirt from your skin and gives freshness and vitality for the whole day.

    Drive yourself, the revitalizing tonic gel by Diesel is an energizing face care. Ideal to hide an exhausted and overworked face

    suggested range : face care for men

    RANGE OF 6 PRODUCTS : SUGGESTED COM