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SEPHORA

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by

mathilde Careau

on 19 October 2014

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Transcript of SEPHORA

SEPHORA
SEPHORA SRATEGY IN CHINA
Adapt the SHOPS
Adapt the SERVICES
Adapt the PRODUCTS
Adapt the COMMUNICATION
to the Chinese market
Similarities:
• Design and decoration
modern style


Black
and

white

logo
• Possibility of
trying products
->
attract Chinese
people



Changes:

Perfume
->
bottom
of the store

Care products
->
entrance
• Luxury goods at the front window



First beauty reality show
in China
• Importance of
net
and
media
to
communicate
• Better
understand
the Chinese
expectations

• Increase the
brand awareness
• Elect the new Sephora
Asian ambassador
• Great
audience
and
returns
• Partnership with
Youku
The "Beauty Academy"
Different definition of Beauty
Adapt the PRICE
540 RMB = 69,5€
69,5-55 = 14,5€
SEPHORA PRESENTATION
Sephora is a French brand offering beauty products including makeup, skincare, body, fragrance, color, and haircare.
History:

• 1970: Founded in Paris
• 1997: Owned by LVMH
• 1998: 1st store in US, in NYC
• 1999: 1st online store
• 2010: “Specialty retailer of the year


T
oday:

• 11 000 products
• 250 brands & own label
• 1 700 stores
• 30 countries
• 4 billion USD revenue
• Leading retail chain of beauty products
SEPHORA STRATEGY IN EUROPE
The TARGET

Women
and
men

between
15
to
70
years old
• People looking for
information


More specifically:

Budget conscious
&
young people
(teenagers, middle class) thanks to

Sephora Label


Upper class
&

mature women
thanks to traditional

luxury brands
(Chanel, Clinique…)


More sales person
-> Chinese want
more services
, learn more beauty tips

Free
make up
guidance
• Launch the
"Beauty Bar"
"Think global, Act local"
To the Chinese market
• A range of
whitening
cream
• Higher
sun protection

Different
foundation
color
pallet

Anti aging
product for
young women
• Few
unpopular product
: terracotta, mono
ï
Two different approaches in ASIA
Japan,
Why did it fail?
China,
Why is it a success?
-> Marketing mistakes:
• Care products on the top floor or at the bottom of the shop
• Bad client service
• Unattractive front window
• Not enough new product advertising
They LEARNT from their MISTAKES

-> Marketing success:
• 118 brands, including 17 Asian brands
• Range of services around beauty
• High tech shopping (3D map, Ipad, VIP area)
SWOT Analysis
THREATS

Many players
exist in beauty category and
differentiation
is very much
difficult
-> Competitive sector
• MAC, Beauty Brands, ULTA, Bare Minerals are progressively becoming popular
-> Online and stores
competition survey


Difficult
to
maintain

existing prices
due to high inflation raw material cost increases
• Very
demanding customers
• Supplier side threat - ingredients costs rise

STRENGTHS

Well Known
brand name which belongs to
LVMH

Admiration
among Chinese people for
Western
brands
• Global presence
• The Sephora chain includes more than
750+ stores
in 17 countries having over 250 brands
• High value brand in cosmetics category in consumer mind
• Has its
own private labels
• Good branding and marketing exercises makes it a strong player

WEAKNESSES

Make-up
is
less important
in China
• Brand
recall
is
not
much
high
as compared to other leading brands
• Yet to establish itself as a global player specially emerging economies

Lack
of
men products

Lack
of use of
natural ingredients
in products
• Brand exclusivity: selective distribution of brands
• Inability to saturate market (price of high end products)

OPPORTUNITIES

Chinese want
to be similar or
look like

Europeans
--> Demand in make-up
• Customers
willing to pay higher price
for brand given higher brand equity -> opportunity to penetrate in market

Twitter campaigns
(4 million followers on FB and only 1 million on Twitter)
• Opportunity to
enter
into
emerging economies
by suiting with their environment
• Growing consciousness among men to groom

Innovative company
o first to crate store without cas registers
o first to create mobile website with ratings and reviews
Full transcript