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Trinergy final(2011-12-30)
 

Trinergy final(2011-12-30)

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    Trinergy final(2011-12-30) Trinergy final(2011-12-30) Presentation Transcript

    • Chang Heng- Chia Lin Ying- Tong Yi Hsien- YungPresented by 1
    • Global Market Analysis Consumer Analysis Product Concept Marketing Strategy 2
    • Global Market Analysis • Whats the global trend and how should Body Shop react? 3
    • Deodorants 16% Depilatories 12% Oral Care 11% Men’s Grooming 11% Color Cosmetics 9% Men’s Grooming 17% Sun Care 11% Deodorants 10% Depilatories 18% Bath and Shower 8% Sun Care 16% Premium Cosmetics 7% Skin Care 14%Oral Care excel Toothbrushes 13%Men’s Grooming 13% 4
    • Asia Deodorants Skin Care Men’s Grooming America Europe• Price of men’s products consistent with the price of Body Shop• A new merging market, not fully exploited yet 5
    •  Combining–function product They are metrosexual Function-combining product becomes more welcomed They follow big brands 6
    • A kind of material with high porosity high absorptive capacity humidity adjusting capacity Usage: ─ natural and high cleaning power ─ moisture control 7
    • STRENTH OPPORTUNITY• High cleaning power, moisture • Rising conscious of caring and oil control ability appearance and nature• Consistent to the Brand image • Advantage for entering China with WEAKNESS THREAT• Less market share of men • Increasing private label goods• Conflict between the image of • Global recession LOreal and the Body Shop • Purchasing power decrease 8
    • Product diversity Urban Consumer Premium Professional 9
    • Consumer Analysis • What do men want? 10
    • On what occasions will men care their skin most? On working occasions, like meeting, Elegant White- Collar visiting client…40.71%Home- Caring While getting along with familyMetrosexual members…30.09% While dating with females…29.20% White- Collar Valentine 11
    • Target: Video 12
    • 42.29% oily face17.14% rash13.71% underarm sweat11.43% plain face9.14% unsmoothed skin6.29% hand perspiration 13
    • Practical Users Product function is the key Supplement Users Restore package is highly accepted Medium purchasing power (73.33% ) 301NT~Most pay above 300NT each item (26.67% ) 101~300NT 14
    • 15
    • • Design: – Portable design, supplement package available.• Effect – Wipes and moistening – Cleaning and Oil Controlling 16
    • Antiperspirant specially for hand with BambooCharcoal . Supplement package also available.• Design: – Portable, disguise design, suitable for any occasions• Effect – Antiperspirant – cleaning, smoothing hands without making feel sticky 17
    • • How to respond to men’s needs?Product Concept 18
    • wet non facial use expensive dry cheap• Oil control film only provide elimination of oil, no cleaning effect• Oil control film with cleaning effect makes skin dry• It’s inconvenient to wash face outside. Neither convenient to wash wearing shirts 20
    • • Mainly focus on smell and germ elimination• Most without anti- perspirant function 21
    • 22
    • • Natural Ingredient• Recycle product• Non- animal test• Fair Trade• Pursuit of self esteem 23
    • Marketing Strategy• How to communicate with consumers and make profit? 24
    • Communication Strategy  Product Sets Sets and Propaganda  News Broadcast 25
    • 26
    • Supplements• Reference• Channel Distribution• Survey Outcome• Product Comparison• Budget Forecast 27
    • Reference1. Hand sweating can be aggravated by emotional stimuli2. 2.8% of the general population suffer from hyperhidrosis3. 33% of U.S. adults think they produce too much hand sweat4. 80% of people with hand Hyperhidrosis feel at least moderately limited when meeting new people; 55% of patients living with hand hyperhidrosis felt unhappy; 38% of patients reported feeling depressedSOURCE:International Hyperhidrosis Society (IHHS) 2008 Sweat Surveyhttp://www.excessive-sweating.net/hand_sweating.htmlhttp://www.ncbi.nlm.nih.gov/pmc/articles/PMC543948/?tool=pubmed 28
    • Channel Distribution Tertiary Secondary Special Premium Initial Activities offer in Festival cooperate grocery- Sets with with retailer Promotion TV news celebrities store broadcast Channel Body Shop Non-Grocery Grocery Store Retailer Retailer Create Free trial Purpose instant for building Raise sales supplement brand fame chances 29
    • Survey Outcome (1) 28.32%的人願意在單項產品上花300元以下,其餘則願意花300元以上 參考來源 百分比 根據以往的購買經驗判斷 24.77% 會依親朋好友的介紹決定 18.73% 參考其它使用者對產品的評論 18.73% 參考專家或銷售人員的意見 17.82% 參考媒體尋找相關資訊 12.39% 有在媒體網路刊登廣告 5.44% 有提供產品的售後服務 2.11% 有經濟能力且對了解皮膚需求的人會慎選保養品,多受仰賴口耳相傳的 口碑,而非一昧地相信廣告。
    • Survey Outcome (1) Other 19% Cleanser 男性會買的保養品及常去通路 21%Sunscreen 7% Lotion Mask 17% 8% Favorite Channel Lip gloss Moisturizer 12% 16% Other 7.09% Internet 4.42% Departmentstore 7.96% Super/hypermarket 20.35% Beauty specialist retailer 60.18%
    • Survey Outcome (2)Which factor weighs most when you bought a product? Portable Packaging Smell Ingredient Function
    • Survey Outcome (4) How much will you pay on each item?
    • Survey Outcome (5) Purchasing factors: about product properties 產品面 非常同意 同意 普通 不同意 非常不同意 40.71% 34.17% 34.51% 35.40% 35.40% 29.82% 23.89% 23.89% 23.89% 9.73% 9.73% 10.62% 11.50% 8.85% 6.19% 6.19% 5.31% 5.31% 2.65% 2.65% 贈品 折價券 特價 會員優惠
    • Survey Outcome (1) Purchasing factors: about location properties 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 非常同意 0.00% 同意 普通 不同意 非常不同意
    • Survey Outcome (6) Purchasing factors: about product characteristics70.00%60.00%50.00%40.00% 非常同意30.00% 同意20.00%10.00% 普通 0.00% 不同意 非常不同意
    • Product Comparison (1)Product line 碧兒泉 露得清男士系列 資生堂 Kiehl’s Vichy Lab ROHTO men’s series men’s series OXY series 男士系 列price 900 1050 100 99 100 149 120 700 680 490 880 190product 礦泉 極量 深層 清淨 去油 極 UNO炭 Ultra Ultra 清爽 磨砂 竹炭 去油 深層 微粒 涼微 洗面 淨 洗顏潔 Facial Facial 淨化 潔面 毛孔 光潔 潔面 洗面 粒洗 乳 抗 淨 Clean Clean 潔面 露 清潔 面膠 霜 乳 面乳 痘 ser ser & 膠 洗面 洗 scrub 乳 面 乳capacity 150m 125m 100g 100g 100g 100 130g 250m 100m 125m 100m 120g l l g l l l l
    • Product Comparison (2)Product line KOSE men’s GATSBY The body SHISEIDO IBL LOCCITANE Lab Series series mens series shop tree UNO tea oil seriesprice 199 160 270 240 45 280 800product SOFTYMO 勁酷濕紙巾 茶樹精油清 超涼感臉部 超柔潔膚濕 歐舒丹~薰 控油潔面布 男用超涼感 爽潔顏布 專用濕紙巾 紙巾 衣草節防護 潔膚濕紙巾 紙巾 / 淨化 體香紙巾quantity 44 42 25 40 30 15 30Unit price 4.5 3.8 10.8 6 1.5 18.7 26.7
    • Product Comparison (3) Product line Burt’s bee LOCCITANE Crabtree & Evelynprice 280 350 180product Aloe & Witch Lavender hand gel Antibacterial Hazel Hand Gel Moisturizing Hand Gelcapacity 55ml 50ml 50ml