Ukraine

KNEU

Brandstorm 2014

Gusieva Anastasia

Kyrychenko Oleksandra

Chernobuk Dmytro

Team time

TRENDS AND OPPORTUNITIES

Ukrainian male beauty market

Product 4P

Natural ecologically made products

The increase in demand for male

beauty products

Place 4P Increase of online trading

Popularity of shopping malls

Promotion 4P SMM will use more visual instruments

*GlobalWebIndex, 2013

Promotion 4P SMM

*Advertology.ru

TARGET CONSUMER

He visits his usual brand store

He has over the average or high

income

He uses shampoo and body cleanser

He owns smartphone and

uses social media

He prefers the simple grooming

routine

He puts his trust in foreign products

HEALTHY AND ACTIVE LIFESTYLE

Men’s attitudes toward personal grooming

Interviewed = 2035 persons*

0% 50% 100%

I want to keep my grooming routine

as simple as possible

I want to look good, but not appear

as if I am trying too hard

I like products that allow me to take

shortcuts in my grooming routine

78%

59%

50%

Agree

*IPSOS , 2012

Kiehl’s «kills two birds

with one stone»

Kiehl’s «kills two birds with one stone»

Shampoo & Hair Conditioner

Main Ingredients

Keratin

Karite Oil

Benefits of Karite Oil

Karite Oil protects hair from UV radiation

Benefits of Keratin

Keratin has defensive and regenerative effect

Shampoo & Body Cleanser

Main Ingredients

Mandarin

Bergamot

Benefits of Mandarin & Bergamot Oil

The smells provides relaxation

and life-enhancing effect

Nervous

BALANCED

SLEEPY

MARKETING STRATEGY

Differentiation

Entertainment marketing

Digital & PR

Mr.Hero & Mr.Bones

Why Mr.Hero?

after buying products with

Our consumer becomes

50% of net profit goes to

the construction of bike ways in Kiev

Why ?

Why ? Many cyclists - Almost no bike ways in Kyiv

To improve the ecological situation

To reduce the amount of accidents and

traffic jams

Why ? Survey:

«If there were the bike ways in my city…»

1,2%

3,7%

16,9%

17,2%

19,1%

41,8%

I don't care

I prefer to go by car

I used to ride a bike on usual roads

It's unreal in our country

I would ride a bike for a work

I would ride a bike everywhere!

Interviewed = 325 persons*

PROJECT 5 bike ways till spring 2016 (38 km)

Traffic lights for bicycles on

crossroads

Parking places for >10 bicycles

One of the largest and most

popular malls in Kiev

Where?

*Consulting company UTG , 2013

Promotion

SMM

Interactive

Wall

You

Digital

Share video with you

as Mr.Hero

Note your location

#Kiehl’s

Kiehl’s will cooperate with

Ukrainian Association of cyclists

PR

Entertainment

marketing