2017 loreal pre case study va-riance
Transcript of 2017 loreal pre case study va-riance
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10%
17%
16%
12%
5%40%
0
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Skincare 7 %
12 %
Deodorant 41 % 43 %
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A whole series of products ranging from skincare , shaving , showering and face washing designed for
male consumers.
With probably the most completed set of the product line with affordable price , looks like male customers regardless of
age , class and region are all targets based on different products designed for.
Skincare specialist for menFor men who eagers to get skincare with
natural ingredients.
Stepped into male grooming market from deodorants then developed into a product series begins from the
“smell” and “refresh” .
Mostly aimed at 18-24 years old malecustomers as the defined brand image of
“sexy” .
Leader of shaving products in the industry , also has a significant share on deodorants , dominate in the two
biggest product categories of the male grooming market .
Targeted only at shaving and deodorants , and these are age-boundless demands
for men.
1、Highly Acknowledged Innovation Power
2、Diversity And Uniqueness Of Products
3、Prestigious Brand Value
4、Top Celebrities As Brand Ambassadors
1、Bad UI Of Website And Content
2、No SEO & Digital Campaigns
3、Low Marketing Budgets
4、Low Social Media Performance
5、All Above Based On Limited Merchandising
1、Consumer Loyalty & Goodwill
2、Good Efficiency In Limited Marketing Acts
3、Market Of Male Grooming Grows Rapidly
4、Capability Of Asset To Work On E-Commerce
1、Highly-Competed Market Environment
2、Acceptance For Customers Of Relatively
High Product Price
In 2020, Asia are expected to account for 60% of the millennials
27 % of the global population
> 25 millions
Value authenticity
more than content
Socialnetworks
Engage more in product development
Multiple tech devices
Value contribution
to society
Brand loyal
Experiences
Clinical anxiety /Stress / Depression
Choose what they desirebut disobedient
Complacent / ImpatientSelf-centered / Lazy
in workplace
Target
Approach |
Earn the identification from millennials, grant products with profound meaning, and create more social connection
A new product with signs giving recognition to millennials, and building connections with other generations
Goal |
18-25 Millennials |
PackingRelease special packing with tags to show men expert’s recognition of millennials (young at heart / mature in act)
Strategic AllianceTie up with companies to hold events for millennials to increase brand value and awareness
StorytellingPromote with a series of clips about recognition of millennials on TV, Youtube, B2C website, and encourage millennials to show their own story as user generated content
Event MarketingHeld a campaign to recruit new naming for product exclusive for millennials, and invite successful millennials in different fields as endorsers to lead user actively generate content
Active Engage in Social media Release an interactive website for new product and run its own social media page for promotion