dr. frank zurlino company profile & marketing strategy m2 beaute
DESCRIPTION
Social Intelligence Customer Case: M2Beauté by Dr. Frank Zurlino @SMiCS2011 in Monte CarloTRANSCRIPT
Dr. Frank Zurlino
M2 BEAUTÉ
Company Profile & Marketing Strategy
SMiCS 2011
For the most beautiful eyelashes and eyebrows in the world
110712 SMiCS Conference 1 -- Dr. Frank Zurlino
M2B Cosmetics 2011
Innovative products
Stimulating serums for an accelerated and intensified growth of eylashes and eyebrows
Verifiably effective – due to OTC application of ophthalmologic ingredient (MDN)
“M2 Lashes” launched in 2009 – followed by “M2 Brows” and “M2 Gloss” in 2010
110712 SMiCS Conference 2 -- Dr. Frank Zurlino
M2B Cosmetics 2011
Aspiration & Strategy
Fast domestic and international market penetration
“Leading brand for effective ingredient beauty care”
Globally standardized and rigid pricing policy
NextGen Marketing – “effectiveness & trustworthiness”
Continuous product innovations
Best-in-class value chain
Excellence in service, training, customer care, delivery
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M2B Cosmetics 2011
Consumer profile
Female
Well situated & fashion oriented
~ 25 – 70 years
Consumer need:
“Stronger impression – in a natural way”
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M2B Cosmetics 2011
Top Stores
M2 Beauté: „innovative – effective - trustworthy“
Examples
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M2B Cosmetics 2011
Multi-channel sales
Perfumeries/DaySpas
Beauty Clinics
Top Stores
Top Coiffeurs
Webshops
Douglas
Beauty Alliance
Mang Bodenseeklinik
Haut- und Laserzentrum an der Oper
Harrods
Collette
Oliver Schmidt Hairdesign
Heiko Bott Beauty Lounge
m2beauté.com
BeautyLounge24.com
Examples
110712 SMiCS Conference 6 -- Dr. Frank Zurlino
M2B Cosmetics 2011
Regional Expansion
Austria
Belgium
Denmark
England
Finland
France
Germany
Iran
Italy
Norway
Poland
Portugal
Rumania
Russia
Singapore
Slovakia
Spain
Sweden
Switzerland
Taiwan
Turkey
UAE (Arab)
Ukraine
…
Status 6/2011
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M2B Cosmetics 2011
Classic PR Search engines/SEO Online shops
Social networks Forums & Blogs Targeting
Consumer Marketing Status & Examples
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M2B Cosmetics 2011
SMM: Lessons learnt
Regional FB-sites
Information
Entertainment
Reviews (customers & testimonials)
Trust based & “word-of-mouth” marketing
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M2B Cosmetics 2011
Reasons to go for „Alert“
More detailed Information about fans (above Facebook’s statistics)
Grow fan-base with targeted information for specific customer segments
Add mobile channel and location based service
Social Commerce (future)
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M2B Cosmetics 2011
Fan intelligence schematic
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M2B Cosmetics 2011
Location based services & POS
Harrods
Harrods
Harrods
Harrods
Take a free M2B eye mask
Harrods
schematic
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M2B Cosmetics 2011
Metrics for Success
Information: understand graph and segments of fans - Compare information of alert, Facebook, internal CRM
Alert Early Adapter Program
Engagement: measure response-rate (likes, comments), growth rate of fan-base and churn rate of fans
Compare segmented approach vs standard Facebook wall
Marketing investment (€)
Integration effort (€)
Sales success (€)
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M2B Cosmetics 2011
„On track“
2009
BV*: x m€
1 product
1 country
2011
BV*: xx m€
3 products
23 countries
2015
Top company value
Full range portfolio
Global coverage
*BV – overall business volume
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M2B Cosmetics 2011
Take aways
M2 Beauté is a young, successful and fast growing company
Fast market penetration – but still big potentials
Marketing for trustworthiness (and sales)
Next step: Social CRM & more insights