2009年欧莱雅市场策划大赛决赛PPT

MARKET
Market Consumer Brand Product Strategy Startup Development Risk
Men’s FRAGRANCE Women’s
Field Survey
EXTRAIT(0.7%) EDP(52%) EDT(33.7%) GIFT SETS(6.4%) Hugo Boss(30.38%), OtherLIMITED EDITIONS(4.1%) 4 > 4% BATH&BODY(2.9%) - Lack of chance, position departure MINIATURE(0.2%) Market Constitution
Department Store only (1000+ shops in china now); Internet - Selective Distribution Channels
Maybelline New York is more accessible for consumers Quoteworthy - Both Avon and Revlon have fragrance products
- Customer engagement - Accessible Channel Redefinition for beauty · Price · Customer engagement
BRAND VALUEAdvantage • Comparative - CURRENT Against Revlon: Creative Independence,to olfaction REINFORCED Better Price · Concentrating marketing Fashion, beauty, Vision Confidence PRODUCT VALUES
BRANDSTORM PRESENTATION FOR FRAGRANCE COSMO
↘MARKET ANALYSIS ↘CONSUMER ANALYSIS ↘BRAND ANALYSIS ↘PRODUCT INTRODUCTION ↘STRATEGY POSITIONING ↘START-UP ACTIVITY ↘DEVELOPMENT TIMELINE ↘RISK PREPARATION
Top in Share: Chanel(14.11%),CD(Dior)(11.48%) Share > 1% : 20 Companies
EDP: Higher Price, consumers mostly aged over 30 EDT: Lower Price, consumers aged under 30 favor
STRENGTHS
WEAKNESSES
Brand Value of Maybelline New York •Inspire the demand with our core •Conduct detailedShortage existed Experience study of Customer engagement value competitors – Revlon,not on fragrance Business focus Avon, … Celebrity •Based on existed Maybelline •Re-examining the positioning strategy Immature of product development Sufficient capital investment Consumer, concentrically develop the •Submitting a bunch of considerable Narrow customer target Innovative product market proposal for headquarter, ensuring the •Implement Investment substantially preciseness of the strategy OPPORTUNITIES THREATS •Focusing on branding the Cosmo •Firming the first step, remaining concept enough time for further development Customer potential demand Unstable economic Opening-up value system of Chinese women Potential entrants Definition vacancy of the target market Competition intensification Continuous growth of EDT market Uncertainty of consumer reaction
- Against Avon: Better popularity · persuasive marketing
REINFORCED CURRENT
Cosmopolitan, “Cosmo” Concept Colorful, Modern, Affability
STRATEGY
Market Consumer Brand Product Strategy Startup Development Risk
OPPORTUNITIES
SWOT and SO, WO analysis help us make the Strategy, Risk preparation shall be conducted by analyzing ST and WT
Bought:35% did you get the product? Gift:60%
Only 1 brand: 83.0% How many variousInexact answer: 82.5% brands do you
use? for?
Less than 6 months: 52.6% Less than 6 months: 72.5% 6You’ve been 44.2% 6 months to 1 year: 27.5% months to 1 year: using the currently one
PRODUCT
Market Consumer Brand Product Strategy Startup Development Risk
VISION
Oblige girls with the Scent of Beauty. 闻香识女人 香识女人
ADVERTISING CLAIM HIGHLIGHTS CURRENT Maybe she’s born with it, maybe it’s Maybelline. • SPECIALIZED ‘Cuz Cosmo, Cause Cosmopolitan. Core Competence - Redefinition for beauty - Enhanced COMPETITIVE ADVANTAGE New York concept
Concentrating on EDT market ·Targeting consumers under 30
CONSUMER
Market Consumer Brand Product Strategy Startup Development Risk
Europe
WEARER FRAGRANCE
• OPPORTUNITY FOR CUSTOMER EDUCATION
- Target: All girls between 12-30 - Theme: Regularly wear fragrance as daily routine - Concept: Perfume is essential for expressing beauty
of
you wear? you use?
QUANTITY More than 1 bottle: 93.3% Only 1 bottle: 80% How many different bottles do GETTING BRANDS DURATION
Bought：59.3% In what Gift：35.7% way
Three of most prestigious brands in china makeup market
Department Store, Drugstore, Pharmacy (10000+ shops); Internet - Mass Distribution Channels
ቤተ መጻሕፍቲ ባይዱ
Department Store, Drugstore, Pharmacy; Internet “Miss AVON”, AVON franchised stores - Mass Distribution Channels
Promising opportunity is around the corner in Chinese market Future Chinese perfume market will develop in a long round
BRAND
Market Consumer Brand Product Strategy Startup Development Risk
• WHAT CAN WE DO? – PRODUCT POSITIONING - Existed popular brand-Maybelline New York
- Brand-new product, brand-new concept - Persuasive quality, feature and function; Acceptable price; Accessible channel