Loreal Multivitamins

7/24/2019 Loreal Multivitamins

1/29

Brandstorm2013

The beautyquest onSouth EastAsia

AMORNRAT S. PATRAPAT !. AP"!#A$A P.


2/29

Objectives

Capturing ASEANs

growing personal care market

High growth rates High penetration rates

Existing Local PresenceUntapped market segments


3/29

ASEAN hair products

Market Size| from 2011 sales 4!"4#$ %illion &S'

27.07% (12!$#!)

3.6% (1!*#+)

0.33% (1$#2)

!"."%(212"#1)

0.7% (4"$#,)

0.26% (12#2)

#aircare

#airSt$i&'

2-in-1 pro.ucts

Con.itioners

Shampoos

Hair loss treatments

Salon Hair Care !.(% (,*$#!)

/erms an. elaants

Colorants

Stling Agents (.2"% (,*$#!)

No&)e*iste&t i& +,Orea -aris

eci&i&'

eci&i&'

-O/EN/A+


4/29

1overa'e

/ar'eti&'

3outhfulnessan. innoation

At ounger.emographics

health-consciousan. actie

1o&verti&'

5eaut intomainwellness

concerns

Consumerloalt right atthe start of theirspen.ing power


5/29

1o&suers

ising Midde 1ass purchasing power

&creasi&' spe&di&' on perso&a carepro.ucts

'esire to maintain heath$ iest$es

Consumer 6ackgroun.

Consumer /reference

7nformation Source

1areer)orie&ted an. e4er arria'es

8reater eposure to o&i&e edia

7ncreasing leel of pressurefrom work 9 families

Eco-consumerism


6/29

Hair care pro.uct concerns:- 5ra'ra&ce

Massti'e;ualit glamorous 5ran.e. goo.s ataffor.a5le prices

1o&suers

aue-seeking effectieness-seeking

-reiu ia'e an. luur aspirers

&ter&atio&a bra&d preference

Consumer /reference

7nformation Source

Consumer 6ackgroun.


7/29

nline sources9 /'As

Consumer 6ackgroun.

1o&suers

7nfluencers: salon hair.ressersan. online 5eaut gurus

Consumer /reference

7nformation Source


8/29

Stu.ing

=orking

eputa5le7mage

S/8ESS

7s this the kin. of life ou epecte. to lie?

ASEAN 1uture Achievee&t


9/29

ASEAN tre&d Suppee&ts

@he SEA health supplements in.ustr isoer 9." biio& market is epecte. togrow at an a&&ua rate o 0%#

@he maBorit is taking steps to lea.heath$ iest$es incorporating regular

eercise an. eating lower fat healthier .iets#


10/29

Start checki&' 4ork)ie baa&ce...


11/29

-roduct escriptio&

makes hair full of italit

itai&s -ro):"; --

gies hair a 5urst of natural shine

erivative o itai& E

Strength

Shine

italit

NNOA/ON

D=oul. recoe&dthis to a frien.#

DEffortlessl rinse. awa to leae m hair feelings


12/29

Strate'ic irectio&

S/8EN=/#S Fea.er in cosmetic in.ustr

Strong an. well-knownworl.wi.e 5ran. recognition High G' Consistent ;ualit pro.uct 'iersifie. portfolio

>EA?NESSES Fack proper marketing

communication in SEA Non-associa5le 5ran. imagenot catering to local nee.s

&S/ unsuita5le for SEA %inimal .ifferentiation from

other 5ran.s

/#8EA/S 6ran. canni5aliation Competition from local 5ran.s 7nternet retailing eases coming

of entrants /rice competition

O--O8/@N/ES Asset leerage SEA emerging market &nmet hair issues Higher spen.ing on personal

care Eco-consumerism 7nnoation

-roducteveope&t

/ackaging


13/29

1opetitor A&a$sis -roductitamin /ro-

Smoothen an. strengthen hair

Messa'e8ie the something worthwhile to hair

/hee%o.ern women in relaing setting

Cosmetic Shin hair long lasting hair health


14/29

1opetitor A&a$sis I1 market share in SEA

@op normal cleaning shampoo Eperience 5eautiful hair with " hair eperts glo5all

eal solutions to womenJs eer.a hair nee.s eerwhere


15/29

1opetitor A&a$sis Fargest premium shampoo Kmil. soap contents for .ail

hair care with su5stantiall high price 'amage control .eepl nourishes 5reakage hair 5 epert

Messa'eKeal 6eaut from eal Care

Eer woman can 5e prett in their own wa


16/29

1o&suer Se'e&tatio&

&r5an LLL 7mageConscious

ural LL SeekConenience


17/29

-roduct -rice

6io.egra.a5le

"00ml "0200,$0 $00ml

,$0 $00ml 200 ,$0ml

"ml "0200,$0 $00ml

200 ,$0ml

1it$4eer

@pto4&4eer

Halal Fa5elSachets


18/29

-ace

Hpermarket Supermarket /ersonal CareStore

%om an. /opStore

Supermarket ConenienceStore

1it$4eer

@pto4&4eer

ConenienceStore


19/29

-ace ) She -acee&t

Eesight leel

%o.ern @ra.e

@C at />/

erticall fromtop to 5ottom


20/29

-ace ) She -acee&t

@ra.itional @ra.e


21/29

M1

M1 Objectives

Messa'e

DEnrich our hair with %ulti-itamins

for a 5urst of natural shine an. italit

%ore localie. %ore outhful


22/29

M1 B . -reau&ch

>ersie. 6uil.ing =rap


23/29

M1 ) . &troductio&

-roduct +au&ch

Abassador criteria: @op cele5rit

Fooks health


24/29

M1 ) . &troductio&

/1

Mood >erBoe. an. confi.ent

/o&e Clean white green gol.en setting

So&''iamon.s Mihanna

DEnrich our hair withMulti-Vitamins for a 5urst of natural shine an. italit


25/29

M1 ) . &troductio&

-ri&t Ads

:a&&er Ads


26/29

M1 ) . &troductio&

&teractive Ad -hoto :ooth


27/29

M1 ) . =ro4th &ue&cers revie4 product o&i&e

M1 ) . Maturit$ Seaso&a iscou&t at upscae retaiers to o a&d pop stores


28/29


29/29

:ack up

Loreal Multivitamins

Documents

Transcript of Loreal Multivitamins