L'Oreal Brandstorm 2014 Presentation (Kiehl's)

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Christina Chen

Marketing

L'Oreal Brandstorm 2014 Presentation (Kiehl's)

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This presentation was an international marketing assessment of Kiehl's for a case competition presented on November 18th 2013. It includes our teams propriety 3 stage model, and a brief preview of recommendations to bring the distribution strategy of Kiehl's into the future, with the goal of driving new male customers into stores. The presentation earned each team member an interview at the L'Oréal Montreal office.

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To acheive a solid brand positioning, the execution in line with the brand strategy is essential. Kiehl's has a very clear brand promise yet -we thought- somewhat fail to deliver its brand promise to the consumer in Spain(Madrid). This gap between the expectation and perception weakens its brand positioning. The slide is presented for professor Teresa Recio's Marketing Management at IE Business School MBA.

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Analyzed the status of Kiehl’s: - SWOT analysis of the Kiehl’s brand when it comes to male beauty products - Business performance - Products (packaging, visuals, ranges, geography, claims, USP <unique>) - Market share and ranking - Positioning and image - Pricing - Consumers - PR & Digital strategy - Retail strategy - Merchandising - In-store & online activities [Entry for Loreal Brandstorm 2014]

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