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l'oreal brandstorm

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by

Wanying Chen

on 1 January 2013

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Transcript of l'oreal brandstorm

General Introduction Scenario Analysis Geography Two Typical Climate Population 2011 629,286,112 ASEAN and Bombay India Demographic Data: and Sex Ratio Age Transition Sex Ratio Aging Population
Women Deficit Economy Hair Care Sales 2009 ASEAN and India 2596.5 M EUR Current Offering of
L'Oreal Paris Elsève NUTRI-GLOSS LIGHT / CRYSTAL

VOLUME COLLAGEN

MULTI-VITAMIN

ENERGY/ CITRUS

TOTAL REPAIR 5 FORMULAS

RE-NUTRITION FORMULAS

ARGININE RESIST

ANTI-CASSE

COLOR-VIVE

SMOOTH INTENSE FORMULAS

LISS SOYEUX / EXTRA RICHE

BOUCLES SUBLIMES / HYDRA COLLAGEN

OILS FORMULAS Shampoo

2-in-1 Shampoo

Shampoo Schadigung

Mask

Instant Miracle

Spray

Spray Demelant

Serum

Push Pull Hair Expertise EverCrème EverPure EverSleek EverStrong Moisture Smooth Volume
Shampoo / Cond
Mask
Spray
Serum Nutrition & Lightness /
Control Shampoo / Cond
Mask
Leave-in Spray
Overnight Reconstruction Bodify
Hydrate Shampoo / Cond
Mask
Spray
Serum Intense Smooth / Reparative
Smooth Shampoo / Cond
Mask
Leave-in Spray Hair Styling CLASSIQUE FIXATION NORMALE

CHEVEUX SECS

DIAMANT

LUMIERE

VOLUME TOUJOURS

PROTECTION COULEUR

ABSOLUTE elegant
irreplaceable
versatile
flexible
light
nutri
moisturizing Catalogue Volume
Boosting / Root Strong Hold Smooth & Shine Curl 100% Free of Drying Alcohols Notification As the following 4 countries and India have big share in the whole ASEAN market, we mainly selected the statistics of them to analyze. ASEAN cosmetics market share 2010 The Main Competitors Offerings Target Market Women and Beauty Distribution Take P&G for example Consumer & Needs Purchasing Place Purchasing Type Anti-dandruff
Hair fall
Anti-damaged
Normal hair
Dry hair
Smoothing Habits & Needs Frequency
Volume
Fragrance
Cond alter 3-7/week
1 sachet/wash
Prefer long-lasting fragrance
Hair oil,Hair-vitamin,cream bath Easy to rinse off
Nourishes hair and roots
Habit of massaging scalp
Need a good balance between natural ingredients and technology Ideal Hair Long
Straight
Shiny
Easy to manage
Black Purchasing Size Top 5 Reasons for Sachets India,Indonesia,Philippines prefer sachets Affordable price and small cash outlay
Size is just right for one wash
Always available
Different brands per family member
Allow to experience different types of products Market & Competitors Brand Equity Elsève Studio Line Sales Figures Market Shares Product Range SHAMPOO,COND,DAILY HP,WEEKLY MASK
SERUM,SPRAY,NIGHT CREAM Sales Figures Market Shares Positioning Company & Product Focus on the beauty of woman
Specialize in hair repair
In middle to high price Consumer Woman in 18-40 y
Concern with hair beauty and health
Can afford relatively higher price goods Marketing Mix Positioning Market share is relatively big, lower CAGR however Market is relatively small, but grow rapidly Trends Product Trends Value Growth 2010-2015 (%) Consumer Trends Declining births , aging populations
Rising private consumption and purchasing power More attention to hair issues
More frequent purchases Emerging "metrosexual” lifestyle
International hair care style Market Trends Dominating Market General Trends SWOT analysis More frequent purchases on less essential hair care
products. Deliver value added features so as to engender a better image
and enlarge their consumer base Products for people who are
young and trendy and are able to afford are better. Products which target specific
hair care and which offer added
benefits are more popular S W O T Long history in hair care making
Strong brand image along with other beauty products
Practical and creative marketers and designers
Strong financial support With economic growth more people can afford the product
People care more about the hair treatment Improving technology will meet more consumer demand Lacking localization
Product range is relatively small
Price is unaffordable to vast majority consumers at this stage A great number of existing competitors
High homogeneity with other products
Low trade barriers which means many new competitors will come in Marketing Strategy
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