miss alpha l'oreal campus finals presentation

27
JENNY LI | SARAH SHIN | JINNA WANG

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Page 1: Miss alpha l'oreal campus finals presentation

JENNY LI | SARAH SHIN | JINNA WANG

Page 2: Miss alpha l'oreal campus finals presentation

THE BRAND & MARKET

THE COMPETITION & LANDSCAPE

AGENDA

THE PRODUCT & STRATEGY

THE CONSUMER & CHALLENGE

Page 3: Miss alpha l'oreal campus finals presentation

Hair StylingHair StylingHair Care

Consumer Products Division

“BEAUTY within reach”

Hair CareSkincare Cosmetics

(our focus)

THE BRAND

Page 4: Miss alpha l'oreal campus finals presentation

ASEAN ECONOMY EXPANDING

Middle Class

MOREDisposable

Income

INCREASEDDemand

THE MARKET

Page 5: Miss alpha l'oreal campus finals presentation

EVOLUTION OF THE HAIRCARE INDUSTRY

THE MARKET

2005 2012

Dying sales of 2 in 1 products

Colorants are slow but steady

Consistent salesin Salon Hair Care &

Total Shampoo

High but fluctuating in Styling Agents

Stable sales in Hair Loss Treatment

The rise of Conditioners

Perms and Relaxants are slowing

Page 6: Miss alpha l'oreal campus finals presentation

17%

30%

18%

35%

Unilever P&G L'Oreal Other

59%

22% 5% 1

4%

50%

29%

3%

18%

51%

31%

5%

13%36%

18%

46%

47% 28%

13%12%

COMPANY market share BRAND market share

Malaysia Philippines India Thailand Indonesia

(Percentages based upon the top 10 products in each country)

6

1. Unilever• Plans to increase focus on operations in US,

Western Europe, and China 2. Proctor & Gamble

• Aims to increase operating efficiency• Leader in revenue growth

3. L’Oreal Paris• Highest margins means operational advantage

Greatest Operational Advantage

THE COMPETITION

Page 7: Miss alpha l'oreal campus finals presentation

STRENGTHS- High-end brand image

- Marketing Experience

- Consumer knowledge

WEAKNESSES- Low market share

- Unavailable product for middle class

OPPORTUNITIES- Growth of conditioner sales

- High- growth market

-Expansion into middle class consumers

THREATS- Strength of competitors

- Increase in counterfeit goods

- Macroeconomic factors that decrease consumers’ spending

7

SWOT ANALYSIS

Page 8: Miss alpha l'oreal campus finals presentation

“Which existing haircare product(s) would you push to attract more consumers in the 15-35 age range in the ASEAN zone?”

“How would you re-launch your product/product range in order to regain impact on your target market?”

CONSIDERATIONSIn pitching the perfect product for the ASEAN zone, we took into consideration the following factors:

GEOGRAPHY GENETICS GROWTH

THE CHALLENGE

Page 9: Miss alpha l'oreal campus finals presentation

EMPOWERED

EDUCATED AMBITIOUS

BUSY

IMAGE-CONSCIOUS

YOUNG

THE CONSUMER

Page 10: Miss alpha l'oreal campus finals presentation

ANNISA’S WISHLIST AND CONCERNS

IMPORTANT FACTS

•Under-availability of water supply in SE Asia

•Most women use cold water to wash their hair

•The Jilbab headscarf creates damp conditions in the scalp

•Damaging to overall hair quality

•Strength •Healthy Scalp•Smoothness and Manageability•Shine•Long Length

Yes! No!

•Damaged Hair•Split Ends•Dullness•Dryness•Hair Breakage

THE CONSUMER

Page 11: Miss alpha l'oreal campus finals presentation

11

SO WHAT CANL’OREAL DO?

Page 12: Miss alpha l'oreal campus finals presentation

5 PROBLEMS1 SOLUTION

TOTAL REPAIR 5Conditioning Restoring

Spray

FULL

SILKY SMOOTH

REVITALIZED

SHINE

STRONG

HAIR FALL

ROUGHNESS

DRYNESS

DULLNESS

SPLIT-ENDS

Page 13: Miss alpha l'oreal campus finals presentation

Pro-Keratine & Ceramide enriched formula

restore quality to hair damaged by hair-coloring

super easy to use

constantly revitalizing her hair when it is needed the most, even while Annisa wears her headscarf.

Why the Spray Works

Restore quality to hair damaged by hair-coloring

Waterless application

Page 14: Miss alpha l'oreal campus finals presentation

THE STRATEGY

“SHARE YOUR STORY” CAMPAIGN

Consumers will share how they are diligently pursuing their ambitions, & where the Total Repair 5 conditioning spray would fit into their busy lives.

Page 15: Miss alpha l'oreal campus finals presentation

15

Share Your Story

Off-line On-line

A TWO-PART STRATEGY

Educate + Connect

Page 16: Miss alpha l'oreal campus finals presentation

16

OFF-LINE

• Student ambassadors will promote Total Repair 5 spray to peers

• Distribute samples and coupons to build relationship between consumer and the L’Oréal Paris brand

• Each ambassador spearheads Share Your Story at respective school

Secondary School & University Ambassadors

Page 17: Miss alpha l'oreal campus finals presentation

17

• Will coordinate with shopping centers to offer free hair care service and advice

• Encourage women to “share their story” with L’Oréal during workshop

• Leave consumers with an understanding of where the Total Repair 5 spray could fit into their lives

OFF-LINEPop-Up Salons & Workshops

Page 18: Miss alpha l'oreal campus finals presentation

18

After starting my first job, I always found myself crunched for time, rushing at 7am to catch the bus to work. The TR5 spray is a life-saver! I can use it during my commute, and look polished & presentable at work. Thanks L’Oréal!

Pop-up Salon Invitation

Sample Story

Page 19: Miss alpha l'oreal campus finals presentation

Southeast Asia vs. Rest of World

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Social Networking ReachWeb Population

% =

ONLINE STRATEGY – SOCIAL MEDIA

The Strategy Share Your Story Offline Social Media Gaming Video Series

Page 20: Miss alpha l'oreal campus finals presentation

The Online Gaming Sector

ONLINE STRATEGY – SHARE YOUR STORY

•Southeast Asian gaming revenues expected to double by 2015

•Create a digital L’Oreal Paris world where women are represented by their Share Your Story profile

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Page 21: Miss alpha l'oreal campus finals presentation

Short Video Series

•Create videos using popular drama story lines and actors - the final video of the series will be based on Share Your Story

•Make TR5 blend seamlessly into the campaign with product placement

•Make it Viral!

ONLINE STRATEGY – SHARE YOUR STORY

Page 22: Miss alpha l'oreal campus finals presentation

Because They’re Worth It.

Page 23: Miss alpha l'oreal campus finals presentation

QUESTIONS?

Page 24: Miss alpha l'oreal campus finals presentation

APPENDIX

2006 2007 2008 2009 2010 2011 2012 2013E 2014E 2015E

2 in 1 -37% -29% -17% 20% -11% -7% -6% -5% -5% -4%Colourants 4% 5% 4% 5% 5% 2% 2% 2% 3% 3%Conditioners 11% 10% 9% 9% 8% 6% 6% 6% 6% 6%Hair Loss Treatments 8% 7% 6% 5% 5% 3% 3% 4% 4% 4%Perms and Relaxants 4% -13% -17% 5% 5% 2% 2% 2% 1% 1%Salon Hair Care 7% 7% 4% 0% 5% 1% 1% 2% 2% 2%Shampoos

Medicated 9% 8% 5% 8% -2% 1% 1% 2% 2% 2%Standard 12% 8% 7% 0% 5% 2% 2% 2% 2% 2%Total 7% 7% 7% -1% 6% 2% 2% 2% 2% 2%

Styling Agents 11% 10% 9% 7% 10% 5% 5% 5% 5% 5%Total Hair Care 6% 6% 6% 6% 7% 3% 3% 3% 3% 3%

2006 2007 2008 2009 2010 2011 2012 2013E 2014E 2015E

Philippines 10% 7% 9% 8% 8% 5% 5% 4% 4% 4%Malaysia 15% 12% 8% 7% 6% 4% 3% 3% 3% 3%Indonesia 14% 14% 12% 13% 13% 10% 11% 11% 11% 12%Thailand 6% 7% 6% 7% 6% 5% 5% 5% 6% 7%

Average Growth 11% 10% 9% 9% 8% 6% 6% 6% 6% 6%8%

% Growth of Hair Care by Category

% Growth of Conditioners

ASEAN Market Trends: Growing Conditioner Sales

Page 25: Miss alpha l'oreal campus finals presentation

APPENDIXASEAN Market Trends: Opportunities for Growth with Elsève

L'Oreal Presnce in Southeast Asia 2007 2008 2009 2010 2008 2009 2010

Professional BrandsL'Oreal [Salon Hair Company] 37.8% 41.2% 44.6% 44.9% 3.4% 3.5% 0.3%L'Oreal Professional [Salon Hair Care Brand] 26.9% 29.8% 32.4% 32.6% 10.7% 9.0% 0.4%L'Oreal Professional [Hair Care Premium Brand] 15.8% 17.5% 18.2% 17.5% 11.1% 3.9% -3.9%

Hair Care BrandsL'Oreal [Hair Care Company] 7.6% 8.1% 8.5% 8.5% 6.2% 4.3% 0.9%Elseve [Hair Care Brand] 1.9% 2.0% 2.1% 2.2% 7.1% 6.7% 3.1%L'Oreal Studio Line [Hair Care Brand] 2.0% 2.2% 2.3% 2.4% 10.3% 4.7% 4.4%

Haircare Brand Shares 2007 2008 2009 2010 2008 2009 2010

Elseve Indonesia 2.0% 2.0% 2.2% 2.3% 0.0% 10.0% 4.5%Elseve Malaysia 3.1% 3.3% 3.5% 3.6% 6.5% 6.1% 2.9%Elseve Thailand 0.5% 0.7% 0.7% 0.7% 40.0% 0.0% 0.0%

Average 1.9% 2.0% 2.1% 2.2% 7.1% 6.7% 3.1%

L'Oreal Studio Line Indonesia 2.2% 2.2% 2.2% 2.2% 0.0% 0.0% 0.0%L'Oreal Studio Line Malaysia 2.4% 2.7% 2.9% 3.2% 12.5% 7.4% 10.3%L'Oreal Studio Line Philippines 2.8% 3.3% 3.5% 3.6% 17.9% 6.1% 2.9%L'Oreal Studio Line Thailand 0.4% 0.4% 0.4% 0.4% 0.0% 0.0% 0.0%

Average 2.0% 2.2% 2.3% 2.4% 10.3% 4.7% 4.4%

% Market Share % Growth

Page 26: Miss alpha l'oreal campus finals presentation

APPENDIXASEAN Competition: Company & Brand Growth

Growth in Market Share 2008 2009 2010

P&G 1% 1% 0%Unilever 2% 1% 1%L'Oreal 9% 4% 2%

Top 3 Brands in Southeast Asia

P&G Unilever L'OrealPantene Sunsilk ElseveRejoice Dove L'Oreal StudioHead & Shoulders Clear L'Oreal Professional

2008 2009 2010-2%

0%

2%

4%

6%

8%

10% UnileverP&GL'OrealOther

P&G, Unilever, and L'Oréal have all slowly been losing market share despite the increase of sales in Southeast Asia. The slowdown has largely been caused by increasing competition.

Page 27: Miss alpha l'oreal campus finals presentation

ASEAN PRODUCT PORTFOLIO

Moderately

Priced

Elegant

HighPerforman

ce

Smooth Intense

Total Repair 5

Re-Nutrition

Nutri-Gloss Light

Fall Repair 3X

Color-Vive

THE BRAND