Brandstorm la-roche-posay-g11-ultimate
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Transcript of Brandstorm la-roche-posay-g11-ultimate
Market analysis: LA Roche-Posay
Brandstorm: LA Roche-PosayGroup 11 2eBA1Franco La MonicaDe Man AntoineVivian HuyberechtsCamilo Escudero
THE BRAND
Mission: A better life for sensitive skins
Active cosmetics MARKET
+4,4% of the mondial market beauty#1 France#2 Italy #3 Germany#4 SpainProgression since 2013:
+5,0% in the world
+3,0% in Western EuropeWestern Europe:
60% of the mondial marketof active cosmetics
Competitors and business performance
La Roche-Posay:Follower+ 14,5% of turnover in 20143 times faster than the european market
LeaderChallengerFollower
SWOT of La roche-posay
Our targetGirls between 15 and 25 years old
Most of teenagers have skin problems
74,1% did ever buy a La Roche-Posay product
96,3% of them spend less than 40/month for cosmetics products
Our consumerCarla is 18 years old.She comes from a wealthy family.She is a student.She lives alone on an university campus.She wants to look beautiful to find the love.She uses a lot of make up bought by his mom to hide her skin problems, but now she wants a real solution. But she doesnt go to the dermatologist because her studies give her no time.
40 problem
our solution We know:- 75% of people between 15 and 25 years old knew the brand by their family- 2453 per month is average salary of active cosmetics clients59% have at least one childSO :Our target will also be the moms because their will buy the traetment for his daughter.
Products
Facial skin products
Teenagers want to look beautiful, so they will use the products of their mom.
Our goals
Increase value of services
Our goals
Create a relationship with the brand
Boost the brand online
How to target our clients? Advertising at schools, supermarkets and pharmacies Blogs Smartphone application Creation of a digital community Ambassador of the brand eCommerce website Media planning Video
Advertising Samples at school
Advertising boards in the supermarkets and pharmacies
14
Our blogs
Focus on beauty blogs33, 8% of our target often visit beauty blogsPoeple who follow blogs trust their favorite bloggers.
Our purpose is to build public confidence but also use the fame of youtubers and bloggers.
Partnership with bloggers and youtubers
Skin genius APPWhy will people download and use this product?
Why we are building this ? 91,2 % have a smatphone
56,4% use beauty app
How will this make peoples live easier or better?
Selfie correctorAugmented realityBought on the app
How will this help us achieve our company mission?
User story (supprimer)One day Carla discovers the skin genius app.She downloads it and take a selfie. The app shows her the benefits she could have. Clara buys the product with the app and follow the treatment suggested.Weeks later, Clara has a perfect skin thanks.
The application
digital communitySocial networks
Forum on the official website
Ambassador of the brand
Emma Watson
25 years old
Icon of beauty
Image of a good girl
Use his
website
eCommerce website
Responsive design
Rate of the product
Presence of the community thanks to the forum
Media planning Leaderboards, MedRect and Splash present on websites focused on women and medicine 1 month before summer holidays 49,3 % of the people look a bit the adverts on internet 37,7% of user click on the ad when this one interest them
Leaderboards
Media planning: Sites and budget Women and youths websites Size: Leaderboad, MedRect and Splash Budget: 300 000
30 joursMoyenne 25,7Moyenne 2,2
Media planning: calendar
Video
bibliographyAMA, SWOT ANALYSIS FOR LA ROCHE-POSAY, on http://amandeepgill-journal.tumblr.com/post/23096200199/swot-analysis-for-la-roche-posay, consulted the 14th October of 2015 at 15:10.INF, INFOGRAPHIES, on http://www.loreal.fr/Media/Infographies?Type=2401, consulted the 14th October of 2015 at 16:25.LAR, La Roche-Posay, une croissance qui ne se dment pas on http://www.loreal.fr/media/beauty-in/beauty-in-cosm%C3%A9tique-active/de-la-source-aux-produits/la-roche-posay--une-croissance-qui-ne-se-d%C3%A9ment-pas, consulted the 13th October of 2015 at 22:00.LARO, La Roche-Posay, on http://www.loreal.com/brand/active-cosmetics-division/la-roche-posay, consulted the 13th October of 2015 at 22:15.