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Kiehl's presentation - The Three Kiehler's

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Presentation created for the L'Oreal Brandstorm contest 2014.

Veröffentlicht in: Marketing

Kiehl's presentation - The Three Kiehler's

  1. 1. A Pre-Case Study Xen Chalmet Thomas Lupton Johann Fromont
  2. 2. OUTLINE u MARKET ANALYSIS I. MARKET TRENDS II. COMPETITORS’ POSITIONING & TARGETS III. KIEHL’S CONSUMER IV. SWOT ANALYSIS u BRANDING STRATEGY I. THE OPPORTUNITIES II. THE PRODUCT III. THE MARKETING STRATEGY
  3. 3. OUTLINE u MARKET ANALYSIS I. MARKET TRENDS II. COMPETITORS’ POSITIONING & TARGETS III. KIEHL’S CONSUMER IV. SWOT ANALYSIS u BRANDING STRATEGY I. THE OPPORTUNITIES II. THE PRODUCT III. THE MARKETING STRATEGY
  4. 4. The global men’s skincare market has been growing over the past few years! 2900 2700 2500 2300 2100 1900 1700 1500 The men’s skin care market’s global sales reached a value of $2.7Bn in 2012 The future remains bright as the global men’s skincare market is expected to continue growing for the 2012-2017 period! 2009 2010 2011 2012 World
  5. 5. Asia Pacific! $1.6Bn! West. Eu.! $0.66Bn! East. Eu.! $0.05Bn! Value of sales by markets in 2012 ($Bn) North Am.! $0.26Bn! Latin Am.! $0.06Bn! Africa/Mid-E! $0.05Bn! Australasia! $0.03Bn! Asia Pacific is strongly growing! Western Europe is stagnating! North America is slightly growing!
  6. 6. Asia Pacific is the 1st Premium market ! Western Europe is 2nd! North America comes 3rd! Market shares between Premium and Mass markets in 2007 (in %) Premium 33% Mass 67% Market shares between Premium and Mass markets in 2012 (in %) Premium 30% Mass 70% In Eastern Europe and North America, however, the Premium market is gaining market shares
  7. 7. 60 40 20 0 Men’s grooming distribution 2003/2008 (in %) 2003 2008 Supermarkets! Pharmacies! Beauty spec.! Dept. stores! Men’s grooming products ! distribution channels in 2008 Supermarkets is the first distribution! channel ≈ 42% Parapharmacies and pharmacies account for ! ≈ 18% Department stores ! ≈ 5% Internet ≈ 1% Beauty specialists! ≈ 8% Others ≈ 26%
  8. 8. OUTLINE u MARKET ANALYSIS I. MARKET TRENDS II. COMPETITORS’ POSITIONING & TARGETS III. KIEHL’S CONSUMER IV. SWOT ANALYSIS u BRANDING STRATEGY I. THE OPPORTUNITIES II. THE PRODUCT III. THE MARKETING STRATEGY
  9. 9. General Competitor Analysis! Less exclusive! Many distribution channels ! Use all means of advertising! All have male orientated range of products! Distribute all over the world! Clinique Biotherm Characteristics of Kiehl’s direct competitors v Simple approach! v No franchises! v Scores a higher prestige rating in 6/8 countries! v Many distribution and advertising channels! v Consumer awareness! v Multiple franchises! v Multiple digital strategies tailored for men! v Ranked top for prestige in 5/8 countries! v Consumer awareness! Kiehl’s Characteristics! Featured stores! Social media! W.O.M!
  10. 10. OUTLINE u MARKET ANALYSIS I. MARKET TRENDS II. COMPETITORS’ POSITIONING & TARGETS III. KIEHL’S CONSUMER IV. SWOT ANALYSIS u BRANDING STRATEGY I. THE OPPORTUNITIES II. THE PRODUCT III. THE MARKETING STRATEGY
  11. 11. Men represent 20% of Kiehl’s total business! Innovative Prudent practicals! Proactive persons! prof.! v Cleanliness v Clean cut v Professional look v Feeling good v Attracting Kiehl’s Men Segmentation (generated revenue)! Just a third of men use facial skincare products! Men mainly use the same 4 products repeatedly !
  12. 12. Men’s brand awareness in facial skincare! 16% 12% 9% 9% L’Oreal brands lack a distinct image among men! Neutrogena! Nivea! Dove! Noxzema! About 30% of men are influenced by others! Region Concerns World! Asia! Europe! Shaving problems is an issue everywhere! Greasy and sweaty faces! Bright smile, neat face, and signs of fatigue!
  13. 13. OUTLINE u MARKET ANALYSIS I. MARKET TRENDS II. COMPETITORS’ POSITIONING & TARGETS III. KIEHL’S CONSUMER IV. SWOT ANALYSIS u BRANDING STRATEGY I. THE OPPORTUNITIES II. THE PRODUCT III. THE MARKETING STRATEGY
  14. 14. Rich history – Founded in 1851 Use of natural ingredients Strong parent company – L’Oreal Excellent customer service & highly trained staff Solid cult following Innovative brand Low brand awareness Company policy – don’t pay for advertising Products can be easily copied Expand in the men’s skincare market Sustainable (ingredients, packaging..) Use the unique and hip brand Emerging markets (especially BRIC) Expand distribution channels Strong competition Low risk in switching brands Companies using mass media Similar products in the market Failing economies Growth of the mass market
  15. 15. OUTLINE u MARKET ANALYSIS I. MARKET TRENDS II. COMPETITORS’ POSITIONING & TARGETS III. KIEHL’S CONSUMER IV. SWOT ANALYSIS u BRANDING STRATEGY I. THE OPPORTUNITIES II. THE PRODUCT III. THE MARKETING STRATEGY
  16. 16. Expand in the men’s skincare market Sustainable (ingredients, packaging..) Use the unique and hip brand Emerging markets (especially BRIC) Expand distribution channels What we think would benefit Kiehl’s v Choosing a skincare product v Promoting Kiehl’s strengths in sustainability, creativity, and quality v Creating a “male image” for the brand v Differentiating the brand, while keeping Kiehl’s values v Targeting the emerging markets v Targeting the “trendy professional” Our choice Facial Fuel Energizing Tonic for Men
  17. 17. OUTLINE u MARKET ANALYSIS I. MARKET TRENDS II. COMPETITORS’ POSITIONING & TARGETS III. KIEHL’S CONSUMER IV. SWOT ANALYSIS u BRANDING STRATEGY I. THE OPPORTUNITIES II. THE PRODUCT III. THE MARKETING STRATEGY
  18. 18. Product Place v New packaging v High customer satisfaction v Using natural ingredients v Sustainable/ethical way of producing v Innovative product Price Promotion v Keeping a price that witnesses the premium quality of the product v New In-store strategy v Targeting airports’ duty free zones as a new channel of distribution v Social media v Kiehl’s epic journey v Kiehl’s information app
  19. 19. OUTLINE u MARKET ANALYSIS I. MARKET TRENDS II. COMPETITORS’ POSITIONING & TARGETS III. KIEHL’S CONSUMER IV. SWOT ANALYSIS u BRANDING STRATEGY I. THE OPPORTUNITIES II. THE PRODUCT III. THE MARKETING STRATEGY
  20. 20. Kiehl’s Epic Journey! Kiehl’s rider will follow this route and accomplish good deeds at every destination ! Promotion! v Coming soon countdown! v Build buzz via social media! v Provide snippet of information about the ride everyday 30 days prior to the event! v Kiehl’s rider will advertise the product and the brand! v Possibility to follow the ride on the net!
  21. 21. Kiehl’s Epic Journey from India to Thailand! 1 2 3 1 Volunteering to preserve the forest in Lucknow! Raising Kiehl’s brand awareness in Kolkata! 2 Helping children in Bangkok! 3
  22. 22. Kiehl’s In-store experience! Highlight video of “Kiehl’s Map of “Kiehl’s epic journey”! epic journey” route! Earn loyalty points by bringing back empty Kiehl’s bottles ! Kiehl’s information app*! *Kiehl’s information app!
  23. 23. Thank you for your attention!!

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