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65% of participants said Elseve has higher prices than most of the other hair products.

  • Less market share in natural/organic product categorie

Threats

Suggestions

  • Higher prices
  • Strenght of competiton
  • Eurozone dept crisis
  • New markets such as China

Weaknesses

Increase awareness of men products

  • Less dynamic than other products in L'oréal Group

Focus on salon hair care products

More products for middle class

Focus on natural and organic products

Universal

Excellence

Strengths

Brand Identity

Modern

Glamour

  • Rich Heritage
  • Strong word-of-mouth
  • Think outside the box
  • Well-segmented portfolio

Innovation

Timeless Slogan

Begüm Demirer

Darpin Yeranosoğlu

Pınar Karaman

Brand Image

Points of Differentiation

Communication&Charity

Sophisticated

High-quality

Modern

French premium quality

Expensive

Young

International brands

Brand Personality

Rich heritage

ELSEVE

Product line

PROMOTION

Emotional Benefits:Feeling comfortable, beautiful, powerful, improving self-confidence

Functional Benefits: Having healthy and shiny hair

  • Sub-brand of L'Oréal Paris
  • Hair care brand
  • Elseve, Elvive, Elvital

Points of Parity

ZMET ANALYSE

Usage of celebrites

Product Line

Self-confidence

Smell

Smell

Brand Awareness

Competitors

Focus on female consumer

Competiton

70% of participants are rezognized Elseve Turkey beauty ambassodor Cansu Dere.

Promise of beauty

Happiness

Promise of a better life

80% of participants recognized the package of Elseve.

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