Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

Kiehl's brand audit

No description
by

Alice Goupry

on 10 December 2014

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Kiehl's brand audit

GIANT
Cranium lounge
countries
44
* Purchases are based on predetermined choice
* Not willing to try new product / brand
Brand Inventory
Brand elements
Logo & symbols
Brand Audit - 2014
Brand name & URLs
From the founder’s own name: John Kiehl’s

* Heritage
* Difficulties to write
* URLs: simple and easy to remember
Kiehl's Now !
Kiehl's Brand Heritage
Elegant, clear and professional LOGO
Motorcycle
White scrubs
Start in an old apothecary in New York
Statue of Liberty
Character: Mr. Bones
Irving Morse buys Kiehl's
Aaron Morse took over the family business
Introduction of men line products
L'Oréal Group acquired Kiehl's
Pharmacy heritage
Commitment to
customer service
Education
Sciences
points of sale in high-end department store

Kiehl's Background
Slogans & Jingles
Kiehl's was built on a
sampling philosophy:
"Try before you buy"
Global beauty market
1851
1921
1961
2000
1851
Hello John Kiehl's !
1921
1961
Packaging
Detailed descriptions about ingredients, benefits and directions for use
2000

retail stores worldwide
250
1000
Reflect the brand’s apothecary roots
Homemade look
Simple, efficient and recyclable
Brand elements test:
Memorability
Meaningfulness
* Men's beauty market is progressing faster than the whole beauty market
In South Korea
Our position and Today's Goal
* Global beauty market:
* Men's market:
Brand Portfolio Analysis
87,2 billion euros
3 collections Kiehl's men
Cross terrain
Facial Fuel
Oil eliminator
8% of the global market
Prices: from $10 to $30
Target: specific athletic and adventurer user groups
* Sales of men's skin care in 2012:
565 million US$
21% of the global sales of men's skin care
2nd highest per capita spending on men's skin care
* Country ranking:
Cross terrain
Source: Euromonitor Trend Report
South Korea - Men's Grooming Report - 2013
Facial fuel collection
This refueling trio deeply cleanses hydrates and leaves skin feeling healthy and invigorated
Prices: $30 - $75
Oil eliminator
Global Men's Market
Source: L'Oréal Luxe Market & Consumer Departement - Martine Ferino, Charlotte Deboos et Paulina Apretna. 2011 Euro Monitor Sell In, includes Selective + Mass, excludes shaving, 2013 Projection = 1, 3598 Mds Euro
Distribution Overview
Global Market Growth
Source: L'Oréal Luxe Market & Consumer Departement - Martine Ferino, Charlotte Deboos et Paulina Apretna. 2011 Euro Monitor Sell In, includes Selective + Mass, excludes shaving, 2013 Projection = 1, 3598 Mds Euro
Source: US 2012 FY NPD; HK/KOREA/CHINA; APEC Provided by (FY 2012 Beauty Reasearch), France/Spain 2011 Hit Parade. Note - Hugo Boss not included. Canada: Dec 2012 Celroy DIM April 2013 % TTL BIZ FY2012
Global Men's Prestige Ranking
* 4th position in South Korea concerning global men's prestige ranking
* Cosmetic market has a high growth potential
Kiehl's first men cosmetic retailor in Korea
Objectives:
Kiehl's in the global market
* Kiehl's net sales growth
* Kiehl's men's business vs. Total Kiehl's (% of sales)
* Kiehl's Top 10 markets
Source: DIM 2012; 3YP, Asia Sell Out 2013
Consumer Analysis
Our target
Kiehl's Total Men's Purchases
Calculation: Unisex estimate based on men's products purchased by men only x ratio of unisex to men's.
Source: DIM 2012; 3YP; local markets
Segmentation Korean men beauty care consumers
The Confirmate
The Beginner
The bird fancier
Source: Ipsos 2012 A&U. KOREA ONLY
Customers' insights
The oil eliminator collection combats dirt and grease and leaves oily skin feeling fresh, clean and shine-free for 24 hours
Prices: $10 - $30
Men are not yet used to use beauty product (image, no habit, don't know how to use)

Sales point are not adapted

Importance of loyalty and price

Aware of result and product performance:
“ No product experience but need response"

Present on all segments of the market:
Men are waiting for:
Men's cleansers
Men's shave
* Efficient products
* Specially made for them
* Which boost their self-esteem
Men's moisturize
Men's
antiaging
Men Attitude toward Beauty
Men's body
3
main reasons why men use cosmetics:

* Look clean / decent
* Feel more confident
* Feel better regardless of appearance
Men's eye and lipcare
Branding strategies
Source: Ipsos 2012 A&U. KOREA ONLY
RETAIL EXPERIENCES
“In 2011, men have spend in average 55 008,71 KRW (per a year)"
ONLINE RETAIL STRATEGIES
Promotion
ambassadors
Philanthropy
Brand extensions
Important points for purchasing cosmetic products

Purchase Behaviour
Purchase Place
* Men purchase more and more on their own
"Retail partners"
* Men purchase one cosmetic product at a time
Source: IPSOS June 2011 “Report for L'Oreal Men’s Skincare U&A 2011” prepared for l’Oréal Korea
"We are here to serve you"
SOURCE: IPSOS June 2011 “Report for L'Oreal Men’s Skincare U&A 2011” prepared for l’Oréal Korea
Likability
Transferability
Adaptability
Protectability
source: Kiehl's official customer strategy - 2013
* Specialized cosmetics store

* Independent brand shop

*Hypermarket
(shaving and after shave products)

Website is adapted for each country!
* Product's fragrance
* Product's uniqueness / technical superiority
* Recommendations from relatives

Source: IPSOS June 2011 “Report for L'Oreal Men’s Skincare U&A 2011” prepared for l’Oréal Korea
"Try before you buy"
Rely on word of mouth and no advertising.
Online promotion strategy
Create a community
Brand Exploratory
Brand Association
Opportunities and Threats
Brand benefits
Brand attributes
Innovative Vs Original
Brand positioning analysis
Source: L'Oréal Luxe Market & Consumer Departement - Martine Ferino, Charlotte Deboos et Paulina Apretna. 2011 Euro Monitor Sell In, includes Selective + Mass, excludes shaving, 2013 Projection = 1, 3598 Mds Euro
Men oriented Vs Customer friendly
Opportunities
Threats
* Strong technological advances (R&D)
* Growth of men's care cosmetics market


* Leverage L’Oréal for international expansion opportunities
* Environmental friendly products trend
* Increased demand to “look good"
* Expand distribution channels
* Democratization of men’s beauty products
Opportunities
* Enhance the current straight-forward packaging
* Enhance charity work
* Easy entrance market
* Large market with a lot of direct competition
Kiehl's Three pillar causes:
Newest global program: "Meet Mr. Bones"
Ms Cammann Cannella, Vice President, Global Education Development at Kiehl’s
The public relations are built on 3 pillars: brand heritage, philanthropy and skincare
2008
“Make it right” project with Brad Pitt
Strategic Brand management recommendations
100% of the profits from the product’s sales would go to sustainable, affordable housing in New Orleans for Hurricane Katrina victims
Observations:
Focus on new technologies
* Tweet shops/ virtual shops
* Create an application delivering :
Barber Shop
Spa
Build a strong relationship with customers
Develop brand awareness, recognition & loyalty
Spa 1851, created in the US, draws inspiration from Kiehl’s roots as an old–world neighborhood apothecary. Dedicated to delivering exemplary service, Spa 1851 will provide the most personalized care, visibly healthy results and energy to both skin and body.
* Men are more and more inclined to use beauty product
* Men are shy to talk about it
* Men do not know which products to chose
* Need help of their girlfriends/wives
BUT
The Kiehl’s barber shop offers personalized services for gentlemen looking to refuel. Individually tailored skin and hair consultations are included with each service
Objectives :
Brand identity
Who?
Reliable
Non-conformist
Heritage
Expert
Unique style
conveyed through store experience and packaging
- Advices
- A « Mr. Bones » game
- Contests
- Discounts
Innovative
NY
Natural
Expertise in skin & hair care
Family
Philanthropy
Concerned about environment
American
Healthy
High quality
Socially responsible
- Online counselors
- Extension of Kiehl's instore advices strategy
- Taking advantage of the e-commerce expansion
experts
Affordable
Timeless
“You have a question? Kiehl's is here for you”
* Develop Kiehl’s website to become a reference in men cosmetic advices
URBAN
Reliable
Effective
Trustworthy
Community
Knowledgeable
Contemporary apothecary
Customer service
Elegant
Externalisation
Internalization
Profile of competitive brands
1.
2.
Target
Created in 1968
A dermatologist-created cosmetic line that features a variety of skin care and make-up products, each allergy-tested and fragrance free
Available in more than 130 countries
Brand elements
Simple
Classical
Scientific
* Develop a “Diagnostic Test"
* Develop social Medias communication: build a strong community
* Use Geo localisation to encourage instore traffic
35- 60 years old
Take care of themselves
Timeless
Product strategy
 “3 steps”: cleanse- exfoliate – moisturize
 Skincare
 Trustworthy

Black & Minimalist packaging
Prices: from $13 to $37
Do out of the ordinary street promotion
Promotion strategy:
Advertisements
Social Media
Direct selling
Place: Resells strategy
Dropped samples events
Beauty
can fall out of
the sky
Impacting name
Notoriety
Simple
Meaningful
Red & black colors
Masculinity
Virility
* Buzz
* Offer a unique experience
* Point of contact with potential customers
Easy to remember
REAL MEN
Charismatic
Number 1 premium men skincare brand worldwide (& in Asia) since 1985
French touch
An example...
POWERFUL SLOGAN
blue & silver packaging:
freshness & efficiency
Prices: $30 - $55
Pure thermal plankton technology
Advertisements:
Summary
PRODUCTS
Scientific
heritage
Pure thermal plankton heritage
PRICING
Message:
Prestige
Virility
Technology
Media: Advertising - SM - Promotions
Message:
Simplicity "3 steps"
Skincare
Trustworthy
Media: Advertising - SM - Direct selling
Hypoallergenic 100% fragrance free
PROMOTION
Message:
Philanthropy
Natural skincare
Heritage
Media: WOM - SM- Storytelling
POPs & PODs
Skin & hair care, natural ingredients, innovation & trustworthy
POPs =
PODs=
Kiehl's: Brand heritage and apothecary background, philanthropic strategy, storytelling strategy and culture, customer services and retail brand experiences
Our concept
Biotherm Homme: Well-known women brand (notoriety), virility & mature target, "live like a man", challenge & competition
A beard made from Cupid's dart !
Brand salience
Brand imagery
Brand performance
Feelings
Judgements
Brand
resonance
Brand salience
Brand imagery
Brand performance
Feelings
Judgements
Brand
resonance
* Kiehl's message
* Samples gift
Purchase Attitude
Any question ?
“ Men's grooming market in Korea "
"In life, there are those who do not know Kiehl's,
and those who adore it"


Sells men cosmetic through their own franchises or travels corners
* More breadth than depth
Heritage
since 1851
Adventures & urban
Unique stores
AUTHENTICITY
Cool brand
Affordable
INNOVATION
100% NATURAL INGREDIENTS
Sampling
Medicinal knowledge
SERVICES
100% satisfaction and money-back guarantee
ADVENTURES
Travels
creativity
Self-rewarding
High quality
eco-friendly
Natural
SAFE
Discovery
Community
LOYALTY
Attachment
Sens of belonging
Sells men cosmetic through their own franchises
*Leader: Breadth & depth
PERFORMANCE
quality
MASCULINITY
virility
sports
individualistic
Competition
Higher prices
High technology performance
INNOVATION
beauty
PRIDE
self-esteem
Look healthy
High quality
Efficient
superiority
Surpassing
Engagement
Loyalty
LEADER
BRAND MANTRA

Brand function:

High quality cosmetics, natural skin and hair care
Descriptive modifier:

Apothecary, adventures, philanthropy
Emotional modifier:
Authentic: heritage & experiences



Brand function:

High quality cosmetics, skin and hair care
Descriptive modifier:
Masculinity, sports and technology
Emotional modifier:
Performance
KIEHL'S
BIOTHERM HOMME
Strengths & weaknesses
- Kiehl’s rich heritage = credibility
- L’Oréal: leverage of resources
- Large product range
- Large male clientele base
- Global presence
- Extensive charity work
- Strong customer relationship
Unique business model : Exceptional service + personal consultations + generous samples

Values and lifestyle sharing

Products: mix between natural, traditional and new technology innovations products
- Zero advertising strategy
- Association with L’Oréal




Today's Agenda
* Cosmetic industry background
* Kiehl's men's market
* Brand inventory
* Brand exploratory
* Strategic brand management recommendations
Top 5 men's products on the asian market
1.
Facial fuel energizing face wash
2.
Facial fuel toner
3.
Facial fuel lip balm
4.
Men's alcohol-free toner
5.
Facial fuel moisturizer
Source: FY 2013 DIM Units
Thank you for your attention !
Vintage
Image conscious
environment-friendly
AUTHENTICITY
Creative
Adventures
Non-conformist
GOAL:
IMPROVE OUR BRAND AWARENESS In South Korea
Cosmetic industry background
Kiehl's men market
Full transcript