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L'OREAL Brandstorm 2013

NUTRI-GLOSS LIGHT
by

Alejandra García Sánchez

on 20 March 2013

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Transcript of L'OREAL Brandstorm 2013

BRANDSTORM 2013 L'Oreal SOUTH EAST
ASIA HAIR
PROBLEMS... Factors of hair damage: tropical climate and pollution WHAT DOES
THEY WANT? Long
Shiny
Straight
Healthy
Easy to managed
Well-moisturized
Smell nice
Fresh
Light WHICH PRODUCT? THE PRODUCT... Shampoo and conditioner in presentations of:
sachets of 10ml
bottles of 180 ml Indonesia Malaysia The
Philippines Singapore Thailand Vietnam Brunei Burma Cambodia Laos India Jilbab users: their hair condition is more damp Formula associates two actives:
PEARL PROTEIN + CITRUS PEARL PROTEIN = shyness CITRUS = PURYFING Provides:
nice smell
silkiness
easy way to comb MARKETING MIX ADVERTISING INTERNET Social networks (Facebook, Twitter, Pinterest, Instagram) Digital campaign New platform on L'Oreal's official page EXTERIOR Intrusion on public media Techniques of alternative advertising: SENSATION STORES Entrance gate
Pillar branding
Trolley branding
Full stock in super/hyper markets
Sachet visibility across category and consumer offer WHO IS THE MAIN COMPETITOR? PROCTER & GAMBLE #2
15.1% MS #1
21.1% MS #6
7% MS #2
16.3% MS UNILEVER #3
17.3% MS #1
24.6% MS #3
15.2%MS #1
24.6% MS THE COMPETITION Wide range of hair care products
They satisfied the same needs
TARGET = asean women between 15-35 years old ADVANTAGE:
Distinctive long lasting smell
Products are cheaper with a high quality STRONG PROMOTION... PANTENE: "The best formula on the market (Vitamin Pro-V)" SUNSILK: "It was created by the experts of the world" *NUTRI-GLOSS LIGHT* Composed of natural ingredients (pearl protein + citrus)
Two presentations: sachet and bottle. We can cover more market segments satisfying different needs. HATHOR Lucía Muñoz Castillo
Samantha Redding Alvarado
Alejandra García Sánchez THANK'S FOR YOUR ATTENTION SACHET Preferences:
D class consumer: because of the price
AB & C: practicality BOTTLE For people that usually share this kind of products
Full transcript