2009年欧莱雅市场策划大赛决赛

1、BRANDSTORM PRESENTATION FOR FRAGRANCE COSMO,MARKET ANALYSIS CONSUMER ANALYSIS BRAND ANALYSIS PRODUCT INTRODUCTION STRATEGY POSITIONING START-UP ACTIVITY DEVELOPMENT TIMELINE RISK PREPARATION,Mens,Hugo Boss(30.38%), Other 4 4% - Lack of chance, position departure,FRAGRANCE,Top in Share: Chanel(14.11%

2、),CD(Dior)(11.48%) Share 1% : 20 Companies,EDP: Higher Price, consumers mostly aged over 30 EDT: Lower Price, consumers aged under 30 favor,MARKET,Market Consumer Brand Product Strategy Startup Development Risk,Concentrating on EDT market Targeting consumers under 30,China,Europe,CONSUMER,Market Con

3、sumer Brand Product Strategy Startup Development Risk,How often do you wear fragrance?,What type of fragrance do you wear?,How many different bottles do you use?,In what way did you get the product?,How many various brands do you use?,Youve been using the currently one for?,Promising opportunity is

4、around the corner in Chinese market Future Chinese perfume market will develop in a long round,Three of most prestigious brands in china makeup market,Department Store, Drugstore, Pharmacy (10000+ shops); Internet - Mass Distribution Channels Department Store, Drugstore, Pharmacy; Internet “Miss AVO

5、N”, AVON franchised stores - Mass Distribution Channels Department Store only (1000+ shops in china now); Internet - Selective Distribution Channels,BRAND,Market Consumer Brand Product Strategy Startup Development Risk,Maybelline New York is more accessible for consumers Quoteworthy - Both Avon and

6、Revlon have fragrance products,TRADITIONAL VALUE - Nearly 80% of girls (non-fragrance users) to attract - Opportunity to re-define trend following with fragrance - Opportunity for education on match of make-up and perfume OPPORTUNITY FOR CUSTOMER EDUCATION - Target: All girls between 12-30 - Theme:

7、Regularly wear fragrance as daily routine - Concept: Perfume is essential for expressing beauty WHAT CAN WE DO? PRODUCT POSITIONING - Existed popular brand-Maybelline New York - Brand-new product, brand-new concept - Persuasive quality, feature and function; Acceptable price; Accessible channel,PROD

8、UCT,Market Consumer Brand Product Strategy Startup Development Risk,Customer educating: make us different from Revlon Charlie Early strategy: focus on beginners on fragrance wearing,PRODUCT,Market Consumer Brand Product Strategy Startup Development Risk,Why Cosmo?,Cosmopolitan: Symbolic Character, D

9、owntown Style Cocktail(Sex 30RMB/5ml,Distribution,Following existed Maybelline Channels,PRODUCT,Market Consumer Brand Product Strategy Startup Development Risk,VISION,Oblige girls with the Scent of Beauty. 闻香识女人,ADVERTISING CLAIM,Maybe shes born with it, maybe its Maybelline.,CURRENT,SPECIALIZED,Cuz

10、 Cosmo, Cause Cosmopolitan.,COMPETITIVE ADVANTAGE,Redefinition for beauty Price Customer engagement,BRAND VALUE,CURRENT,Fashion, Independence, Confidence,PRODUCT VALUES,CURRENT,Colorful, Modern, Affability,REINFORCED,Creative beauty, Vision to olfaction,REINFORCED,Cosmopolitan, “Cosmo” Concept,HIGHL

11、IGHTS Core Competence - Redefinition for beauty - Enhanced New York concept - Customer engagement - Accessible Channel Comparative Advantage - Against Revlon: Better Price Concentrating marketing - Against Avon: Better popularity persuasive marketing,STRATEGY,Market Consumer Brand Product Strategy S

12、tartup Development Risk,STRENGTHS,WEAKNESSES,Brand Value of Maybelline New York Customer engagement Celebrity Sufficient capital investment Innovative product,Experience Shortage Business focus not on fragrance Immature of product development Narrow customer target,OPPORTUNITIES,Customer potential d

13、emand Opening-up value system of Chinese women Definition vacancy of the target market Continuous growth of EDT market,Unstable economic Potential entrants Competition intensification Uncertainty of consumer reaction,THREATS,OPPORTUNITIES,SWOT and SO, WO analysis help us make the Strategy, Risk prep

14、aration shall be conducted by analyzing ST and WT,ADVERTISEMENT: Main Theme: Cosmo Culture, Cosmo girls, Blue Imagination Channels: TV, Internet, Magazine, Mall and Supermarket Spokesperson: Zhang Ziyi, Adriana Lima and Kemp Muhl PROMOTION: Product Type: Gift sets, Tied sale, Buy-free-gifts Activiti

15、es: Sponsorship, Fashion show, New product briefing Campus Promotion: School sponsorship, Discount sale MARKET: Channel: Specialty, Department Store, Mass Market District: Metropolis (Mainly Beijing, Shanghai, Guangzhou, Shenzhen, etc.),STARTUP,Market Consumer Brand Product Strategy Startup Developm

16、ent Risk,The first step is to attract girls who do not wear fragrance. Expand market through new product release,GLOBAL VIEW,DEVELOPMENT,Market Consumer Brand Product Strategy Startup Development Risk,East Asia After being popularized in China mainland and Hong Kong markets successfully, open the Ja

17、pan and Korea markets in 1-2 years,Europe Occupy the market with lower price and special Party style at the same time,North America Attract consumers and win market share with localization and high cost-effective advantage,Latin America Attract the targets with the characteristics of urban atmospher

18、e and refined women,By analyzing market and consumer, strategy input decline from East Asia to Latin America (as listed) in the first 3 years.,Product,Find out the actual demands and orientation of the two markets, make it more perfect after the first attempt Launch new products as “Occasion Edition”, specialized on scent and component (example: Party Edition) Launch special perfumes for spokespersons (example: Special edition for new film release of Zhang Ziyi) Lau