2009年欧莱雅市场策划大赛决赛PPT

BRANDSTORMPRESENTATIONFORFRAGRANCECOSMO↘MARKETANALYSIS↘CONSUMERANALYSIS↘BRANDANALYSIS↘PRODUCTINTRODUCTION↘STRATEGYPOSITIONING↘START-UPACTIVITY↘DEVELOPMENTTIMELINE↘RISKPREPARATIONMen’sHugoBoss(30.38%),Other44%-Lackofchance,positiondepartureWomen’sFRAGRANCETopinShare:Chanel(14.11%),CD(Dior)(11.48%)Share1%:20CompaniesFieldSurveyEDP:HigherPrice,consumersmostlyagedover30EDT:LowerPrice,consumersagedunder30favorMARKETMarketConsumerBrandProductStrategyStartupDevelopmentRiskMarketConstitutionEXTRAIT(0.7%)EDP(52%)EDT(33.7%)GIFTSETS(6.4%)LIMITEDEDITIONS(4.1%)BATH&BODY(2.9%)MINIATURE(0.2%)ConcentratingonEDTmarket·Targetingconsumersunder30ChinaEuropeCONSUMERMarketConsumerBrandProductStrategyStartupDevelopmentRiskWEARERFRAGRANCEQUANTITYGETTINGBRANDSDURATIONUsers:95.2%RegularUsers:84.0%Users:40%RegularUsers:20%EDT43.6%EDP:41.3%EDT:92.5%EDP:7.5%Morethan1bottle:93.3%Only1bottle:80%Only1brand:83.0%Inexactanswer:82.5%Lessthan6months:52.6%6monthsto1year:44.2%Lessthan6months:72.5%6monthsto1year:27.5%Bought：59.3%Gift：35.7%Bought:35%Gift:60%Howoftendoyouwearfragrance?Whattypeoffragrancedoyouwear?Howmanydifferentbottlesdoyouuse?Inwhatwaydidyougettheproduct?Howmanyvariousbrandsdoyouuse?You’vebeenusingthecurrentlyonefor?PromisingopportunityisaroundthecornerinChinesemarketFutureChineseperfumemarketwilldevelopinalongroundThreeofmostprestigiousbrandsinchinamakeupmarketDepartmentStore,Drugstore,Pharmacy(10000+shops);Internet-MassDistributionChannelsDepartmentStore,Drugstore,Pharmacy;Internet“MissAVON”,AVONfranchisedstores-MassDistributionChannelsDepartmentStoreonly(1000+shopsinchinanow);Internet-SelectiveDistributionChannelsBRANDMarketConsumerBrandProductStrategyStartupDevelopmentRiskMaybellineNewYorkismoreaccessibleforconsumersQuoteworthy-BothAvonandRevlonhavefragranceproducts•TRADITIONALVALUE-Nearly80%ofgirls(non-fragranceusers)toattract-Opportunitytore-definetrendfollowingwithfragrance-Opportunityforeducationonmatchofmake-upandperfume•OPPORTUNITYFORCUSTOMEREDUCATION-Target:Allgirlsbetween12-30-Theme:Regularlywearfragranceasdailyroutine-Concept:Perfumeisessentialforexpressingbeauty•WHATCANWEDO?–PRODUCTPOSITIONING-Existedpopularbrand-MaybellineNewYork-Brand-newproduct,brand-newconcept-Persuasivequality,featureandfunction;Acceptableprice;AccessiblechannelPRODUCTMarketConsumerBrandProductStrategyStartupDevelopmentRiskCustomereducating:makeusdifferentfromRevlonCharlieEarlystrategy:focusonbeginnersonfragrancewearingPRODUCTMarketConsumerBrandProductStrategyStartupDevelopmentRiskWhyCosmo?Cosmopolitan:SymbolicCharacter,DowntownStyleCocktail(Sex&theCity)FashionMagazineComponent(CitrusType)Lime,CranberryJuicePackageDeep-skyblue,Skyscraper,Externalunique,InternalelegantPricing(General)150RMB/50ml;30RMB/5mlDistributionFollowingexistedMaybellineChannelsPRODUCTMarketConsumerBrandProductStrategyStartupDevelopmentRiskVISIONObligegirlswiththeScentofBeauty.闻香识女人ADVERTISINGCLAIMMaybeshe’sbornwithit,maybeit’sMaybelline.CURRENTSPECIALIZED‘CuzCosmo,CauseCosmopolitan.COMPETITIVEADVANTAGERedefinitionforbeauty·Price·CustomerengagementBRANDVALUECURRENTFashion,Independence,ConfidencePRODUCTVALUESCURRENTColorful,Modern,AffabilityREINFORCEDCreativebeauty,VisiontoolfactionREINFORCEDCosmopolitan,“Cosmo”ConceptHIGHLIGHTS•CoreCompetence-Redefinitionforbeauty-EnhancedNewYorkconcept-Customerengagement-AccessibleChannel•ComparativeAdvantage-AgainstRevlon:BetterPrice·Concentratingmarketing-AgainstAvon:Betterpopularity·persuasivemarketingSTRATEGYMarketConsumerBrandProductStrategyStartupDevelopmentRiskSTRENGTHSWEAKNESSESBrandValueofMaybellineNewYorkCustomerengagementCelebritySufficientcapitalinvestmentInnovativeproductExperienceShortageBusinessfocusnotonfragranceImmatureofproductdevelopmentNarrowcustomertargetOPPORTUNITIESCustomerpotentialdemandOpening-upvaluesystemofChinesewomenDefinitionvacancyofthetargetmarketContinuousgrowthofEDTmarketUnstableeconomicPotentialentrantsCompetitionintensificationUncertaintyofconsumerreactionTHREATSOPPORTUNITIESSWOTandSO,WOanalysishelpusmaketheStrategy,RiskpreparationshallbeconductedbyanalyzingSTandWT•Inspirethedemandwithourcorevalue•BasedonexistedMaybellineConsumer,concentricallydevelopthemarket•ImplementInvestmentsubstantially•FocusingonbrandingtheCosmoconcept•Conductdetailedstudyofexistedcompetitors–Revlon,Avon,…•Re-examiningthepositioningstrategy•Submittingabunchofconsiderableproposalforheadquarter,ensuringtheprecisenessofthestrategy•Firmingthefirststep,remainingenoughtimeforfurtherdevelopment•ADVERTISEMENT:–MainTheme:CosmoCulture,Cosmogirls,BlueImagination–Channels:TV,Internet,Magazine,MallandSupermarket–Spokesperson:ZhangZiyi,AdrianaLimaandKempMuhl•PROMOTION:–ProductType:Giftsets,Tiedsale,Buy-free-gifts–Activities:Sponsorship,Fashionshow,Newproductbriefing–CampusPromotion:Schoolsponsorship,Discountsale•MARKET:–Channel:Specialty,DepartmentStore,MassMarket–District:Metropolis(MainlyBeijing,Shanghai,Guangzhou,Shenzhen,etc.)STARTUPMarketConsumerBrandProductStrategyStartupDevelopmentRiskThefirststepistoattractgirlswhodonotwearfragrance.