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Copy of FREE TEMPLATE - Around The World

A free Prezi Template with around the world concept. A 3D earth image with various elements for your amazing story. Download from Prezibase.com or directly Save a copy right here!
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Transcript of Copy of FREE TEMPLATE - Around The World

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L'OREAL
BRANDSTORM

2015
aa
Fragrances

Skin care

Colour cosmetics

Lancome is L'Oreal’s leading premium cosmetics
brand operating across skin care, make up, frgrances

LANCOME?

2.5 billion travelers

In 2013 more than 2.5 billion international air travelers have set foot in airports worldwide.

L’Oreal considers the Travel Retail market the 6th continent

The Travel Retail Market

TRAVEL RETAIL
MARKET
LANCOME
BRAND
2013
2.5
4 key factors in Retail Market
1. Regulations
2. Growth of the passengers
3. Retail space
4. Luxurygoods
Any change in taxation or duty-free allowances
Continuously growing by an average of 5% per year and represented over 6 billion flights in 2013
The face of duty-free in duty-free in airports is changing

(Alcohol and tobacco have dropped by 50% between 2004 and 2011)

Luxury become more significant

WHO IS OUR TARGET?
Wealthy Chinese middle-aged females
-biggest spending segment

A premium customer
with an aspiration for luxury and beauty

An affluent person (Class AB)

Spends an average of 225 Euros
on cosmetics and perfumes

Target-Global shoppers

The Age range of people visiting retail market

Global shopper’s expectation

sophisticated
shipping environments
self-indulgence feeling
tailor-made
shopping experience
personalized
products / services
The Purpose of Visiting A travel retail
To buy a gift
To browse the store and pass time
To take advatages of airport price
Fragrances
LANCOM BRAND Signatures
LANCOME

S
W
O
T
Strength!

High reputation and classic and elegant image

Focusing on skin care

Rich experience in cosmetic industry

Guaranteed product qualification

Pursue Innovation

A well-segmented portfolio

Operating across different pricing tiers

Innovative technology

Research advantages
Weakness!

Inflexible brand positioning

Lack of experienced in youngster cosmetics market

Less dynamic in natural/organic

Opportunity

Natural / Organic marketing

Emerging markets

Online shopping

Pop-up stores

The market segment of age group of 10-15

has not yet been developed
Threat!

Economic adversity - Eurozone debt crisis

Growing competition emerging markets

(Ex_ Estee Laurder and Coty are both targeting China)

The promotion of organic products

Diversified customers
To buy a gift

expactation?
Unique products
Exclusive one
Delicate package
To browse the store and pass time

expactation?
Use up time for waiting departure
The product has special price
To take advantage of airport prices/ offers

expactation?
Depend on price which is less expensive
Main competitors are
CLINIQUE, PERSCRIPTIVES, MAC ESTEE LAUDER, OLAY, NEUTROGENA, CLEARASIL AND CLEAN AND CLEAR.

These competitors act as substitutes to our lancome brand.

LANCOME
Marketing

S
t
r
a
t
e
g
y
LANCOME
FUTURE COSMETIC MARKET..
Lancôme has a strong presence on several Chinese platforms such as:  Weibo, WeChat, Kaixin and Renren. The brand asked key opinion leaders to illustrate their use products of the brand on social networks platforms. The opinion leaders used many photos and videos to demonstrate the use and the quality of Lancôme products.

Lancôme leads the cosmetics market when it comes to bring luxury products into more rural areas of China. It all started with Hangzhou in 1997, “since then the Hangzhou store has been one of the most successful Lancôme outlets in the world” according to Stephane Rinderknech, vice-president of L’Oreal China. In 2013 the brand opened stores in Jiaxing province. Chinese customers are thankful to Lancôme for being the first company to bring luxury beauty products to them.

The leader of L’Oreal Luxe
A division created by the French Cosmetics giant to sell its high-end products
By the end of 1935,
Lancome had established
TOP 5 COSMETICS MARKETS IN 2025
The 1st in cosmetics group worldwide
Cosmetic sales in mainland China ranked third globally in 2012, after the USA and Japan
Source : APCO Worldwide Analysis
Best sellers in USA
Best sellers in Japan
Best sellers in China
Best sellers in France
Best sellers in Korea
Hired models with diverse ethnic backgrounds.

Techno rarity.

Limited edition.

Information-based rarity.

High end position with better services, packaging, and advertising.

BREAKDOWN OF THE WORLD COSMETICS MARKET IN 2013
(as %)
TOP 5 COSMETICS MARKETS IN 2025
The Potential Buying Public
Competitors
Opening Maison Lancome
at Beijing Airport Terminal 3
The biggest airport terminal in the world
One of the busiest airports worldwide and in Asia
The perfect strategic location
Lancome Seduced Chinese Woman
Chinese customers are thankful to Lancome for being the first company to bring luxury beauty products to them.
- A Pioneer all over the world
- Position on the web
- E-commerce website
- Social networks
- Forum
- Marketing campaigns
LANCOME
S
W
O
T
Strengths!
S :
- High reputation and classic and elegant image
- Focusing on skin care
- Rich experience in cosmetic industry
- Guaranteed product qualification
- Pursue Innovation
- A well-segmented portfolio
- Operating across different pricing tiers
- Innovative technology
- Research advantages

Weeknesses!
W:
- Inflexible brand positioning
- Lack of experienced in youngster cosmetics market.
- Less dynamic in natural/organic.

Threats!
T:
- Economic adversity
->Eurozone debt crisis Growing competition emerging markets
(Ex_ Estee Laurder and Coty are both targeting China)

- The promotion of organic products
- Diversified customers

Opportunities!
O:
- Natural / Organic marketing
- Emerging markets
- Online shopping
- Pop-up stores
- The market segment of age group of 10-15 has not yet been developed.

LANCOME CHALLENGING 2015 1ST SUPERIORITY
IN TRAVEL RETAIL
Full transcript