sephora in ireland
DESCRIPTION
Sephora presentation for an implementation in IrelandTRANSCRIPT
SEPHORA in Ireland
MK 699Global Marketing
MA Marketing
• Audrey JASPART
• Your Description Goes Here
Mission statement
To implant a company in a country…
We choose Sephora in Ireland
Overview
1. BACKGROUND2. RESEARCH ON THE MARKET
• Internal environment PRIMEFACT• ICEDRIPS ICEDRIPS• SWOT analysis
4. ENTRY MODE5. MARKETING STRATEGIES ABROAD
• Positioning• Marketing MIX
6. Recommendation & Conclusion
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Background Irish Market
Very competitive with the presence of established brands (Clarins, Nuxe, Chanel, L'Oreal ...)
Opportunities for brands offering innovative products and sectors still few exploited
Growth of 15% by 2015
€ 497 million in 2010
According to Datamonitor
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Background SEPHORA
• Sephora is a visionary beauty-retail concept founded in
France by Dominique Mandonnaud in 1970
• Owned by Louis Vuitton Moet
Hennessy (LVMH)
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Background SEPHORA
More than 250 brands and 16 000 references
Sephora counts more than 600 stores in Europe and develops its networks in the whole world such as in China, in the USA…
1,300 stores in 27 countries worldwide
Sephora AdGreece 2011
2. Research on the market
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Internal Environment
PRIMEFACT
M
E
F
A
C
T
PP E O P L E •“Science of Sephora” skilled employees• Policy of diversity
I N T E L L E C T U A L P R O P E R T Y
R
• Protected brand
PF I N A N C E• Come from group Louis Vuitton Moet
Hennessey• 1300 stores in 27 countries The constant company growth shows evidence of the company’s profitability
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Internal Environment
PRIMEFACT
R
I
M
E
F
A
C
T
P
PR E P U TAT I O N • Return policy Trustfull brand • « The VIB Insider program » Loyalty program
RPE T H O S• Freedom to choose• Providing personal advices• Friendly & interactive
RPC O L L A B O R ATO R S • Not direct collaborators but helped by Louis Vuitton Moet Hennessey
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Internal Environment
PRIMEFACT
R
I
M
E
F
A
C
T
P
• Testing new ways to reach clients through direct mail/in-store campaigns• Improve the link between physical stores and e-store
-Target women/men 20-40-Product wide assortment of brands, vendors exclusives-Closing stores in Germany and Japan in 2001/2002
PM A R K E T I N F O R M AT I O N
MPA G I L I T Y
• Japanese experienceBut a lot of products choice Attract people• Capable of taking opportunities
AMPTA L E N T S
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External Environment
ICEDRIPS
C
E
D
R
I
P
S
ITAMPI N N O VAT I O N
ITAMPS O C I A L T R E N D S
3 markets full of future promises
- Men cosmetics- Bio cosmetics- Ethno cosmetics
Organic, male, ethno and fair certified cosmetics E-commerce Nanotechnology
• Your Description Goes Here
External Environment
ICEDRIPS
C
E
R
I
P
S
IMain target
• Women 15 to 34
• Sensitive to different media, modes and innovations•“Hyper-connected” generation
• Like to test new products (80%) but loyal to their fragrances (55%)• Influence their family (82%) and are purchasing advisors beauty for men (61%)
• Always need advice/information from experts
• Live in town
DITAMPD E M O G R A P H I C
• Your Description Goes Here
External Environment
ICEDRIPS
C
E
D
R
I
P
S
I- Big shops- Pharmacies -Specialized stores -Supermarkets- Internet
• More than 3 million users of Internet/ 65,8% of the population• Poor broadband infrastructures• Few Smartphone users
DITAMPC O M P E T I TO R S
CDITAMPI N F R A S T R U C U R E
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External Environment
ICEDRIPS
C
E
D
R
P
S
I
I
• Your Description Goes Here
External Environment
ICEDRIPS
C
E
D
R
I
P
S
I-Economic crisis -In 2015, the Irish make-up market is forecast to have a value of $126.2 million, an increase of the 11.8% since 2010
CDITAMPR E G U L ATO RY
RCDITAMPE C O N O M I C
• Regulation No 1223/2009 : Guaranteeing a high level of protection for consumers
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SWOT Strengths
Weaknesses
Weaknesses
Sephora just close their shop in England
Low brand recognition
High prices
Strengths
People : skilled employees giving good advices
Reputation : trustful brand
Original concept : unique
Wide choice of products and prices
Sell exclusive brand
s
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SWOT Opportunities
Threats
Opportunities
No other brand in Ireland has the concept of Sephora
A lot of potential customers
Trends like : men, bio and ethno cosmetics.
Internet is a new tool to communicate and sell
COO effects is good
Treaths
A lot of competitors
Economic issues
Small market
3. Entry mode
in Ireland
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Entry Mode
• Sephora doesn’t offer to develop its business franchises.
• we want to coordinate the marketing strategy in the European market which enhances centralization.
HIERARCHICAL MODE
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Entry Mode
4. Marketing strategies abroad
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Positioning
It’s more than
a shop, it’s a
Community
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Positioning
Experience Freedom
Guarantee
Positioning
Experience … Really invited shopping environment
New world without pressure Live a sensorial experience Store events Community
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Positioning
Positioning
Freedom …
Lot of brands and own brand Customers are invited to test all products Help is offered only on request Provide services according to customers’ needs
Positioning
Guarantee … Products can be return
Place you can trust Lot of advantages and services proposed VIP program and gift card
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Marketing MIX : 7P
PROMOTION
PLACE
PHYSICAL
EVIDENCE
PEOPLE
PROCESS
PRODUCT
PRICE
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Marketing MIX
PRODUCT
Sephora will sell 200 different brands in addition to its own brand
• The range of product sell include: - Makeup- Skincare- Fragrance- Bath/Body- Hair care- Tools/Accessories- Men
• Sephora’s product offering is able to meet the needs of a diverse set of customers
• Exclusivity with cosmetic brands in Ireland
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Marketing MIX
PRICE
Sephora will offer a differentiated pricing model from middle to upper range
• Example: a customer who are looking for a lipstick with different budget
• the wide range of prices gives consumers different purchasing options
RANGE BRANDPRODUC
TPRICE
Biggin range the Tarte Vitamin 8€
Middle range LORAC 19€
Upper range Lancôme 35€
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Marketing MIX
PROMOTION
Sephora will use various promotional means to influence customers to buy or to be aware of our offer
Non-Medias Means
Sales promotion/ Animation
Organization of express action towards the customers as the tries of products, the distribution of sample or occasional offers as purchase voucher
Loyalty cardSephora has 3 types of loyalty card (white, black, gold) which are free and provide offers coupons, discount…at different level
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Marketing MIX
PROMOTION
Medias Means
BillboardsSets up very creative poster campaigns to seduce at most our target.
Magazines Like « Cosmopolitan » to put in front of the flagship products.
Cinema the most effective media to touch all the population.
TVThe essential media to promote Sephora’s products in channels like: E4…
Website Launch the www.sephora.ie website to sale and promote the offer.
E-mail/NewletterAbout new product, in-store event, exclusive feedback based on customers past purchase, age, skin type…
Social NetworkEncourage user interaction with fans and followers, to give feedback, or to play with them with giveaways.
Iphone/Ipad appNew tools to make purchases on line and be in touch with all the news about Sephora’s brands.
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Marketing MIX
PLACE
• Store in Grafton street
• iPhone and iPad applications
SEPHORA
SEPHORA
SEPHORA
• Brick and Mortar Stores: Dublin, Cork and
Limerick
@: www.sephora.ie • Online beauty
website
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Marketing MIX
PEOPLE
• Staffs at Sephora create a relaxed and friendly environment
• Experienced Staff by advising customers but also by applying the product to enhance customer desire for the product
• The company constantly seeks to hire a diversity of staff
• Your Description Goes Here
Marketing MIX
PHYSICAL
EVIDENCE
Sephora will propose various physical evidence toward customers
• Testing the perfume before buying it
• Testing the makeup
• Trying on samples of lipstick, eye shadow… before purchasing them
• Have samples
• Get makeup done by a professional makeup artist
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Marketing MIX
PROCESS
We propose to develop the concept “Science of Sephora” in Ireland
• One of the other process is the welcoming of customers is the key of succeed in Sephora.
Welcoming the customers with a real smile
Advising them by offering them personalized service
A positive state of mind
Skills and a good relational
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6. Conclusion &
Recommendations
A different and new concept for the cosmetic Irish market
Concept similar in the European Market
We are thinking of entering the UK market
Thanks for your attentio
n
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References
http://www.d.parrish.dial.pipex.com/primefact.htmlhttp://www.d.parrish.dial.pipex.com/icedrips.htmlhttp://journaldesgrandesecoles.com/sephora-une-entreprise-qui-a-bonne-mine/http://www.irishtimes.com/newspaper/finance/2012/0409/1224314544016.htmlMake-Up Industry Profile: Ireland. (2011). Make-Up Industry Profile: Ireland, 1-44.http://www.responsemagazine.com/editorial/beauty-personal-care/beautys-inside-sephora-1358 http://www.slideshare.net/marketingplan/free-marketing-plan-sample-by-wwwmarketingplannow-cosmetic-retailer-sephora-lvmhhttp://www.marketingplannow.com/userfiles/marketing/Retail%20cosmetics%20Sephora%20for%20men%20marketing%20plan.pdfhttp://www.sephora.gr/About-Us/n.117.1.htmlhttp://sephoragirlnyc.blogspot.ie/2011/04/intergrated-marketing-communications.htmlhttp://www.slideshare.net/marketingplan/free-marketing-plan-sample-by-wwwmarketingplannow-cosmetic-retailer-sephora-lvmhhttp://www.marketingplannow.com/userfiles/marketing/Retail%20cosmetics%20Sephora%20for%20men%20marketing%20plan.pdfhttp://www.sap.com/romania/industries/retail/midsize/pdf/CS_Sephora.pdfhttp://www.marketingplannow.com/userfiles/marketing/Retail%20cosmetics%20Sephora%20for%20men%20marketing%20plan.pdfhttp://www.sephora.com/contentStore/mediaContentTemplate.jsp?mediaId=10800116