Dr. Frank Zurlino Company Profile & Marketing Strategy m2 beaute

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Social Intelligence Customer Case: M2Beauté by Dr. Frank Zurlino @SMiCS2011 in Monte Carlo

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Dr. Frank Zurlino Company Profile & Marketing Strategy m2 beaute

  1. 1. M2 BEAUTÉ For the most beautiful eyelashes and eyebrows in the worldCompany Profile & Marketing StrategySMiCS 2011Dr. Frank Zurlino
  2. 2. Innovative products Stimulating serums for an accelerated and intensified growth of eylashes and eyebrows Verifiably effective – due to OTC application of ophthalmologic ingredient (MDN) “M2 Lashes” launched in 2009 – followed by “M2 Brows” and “M2 Gloss” in 2010 110712 SMiCS Conference 1 -- Dr. Frank Zurlino M2B Cosmetics 2011
  3. 3. Aspiration & Strategy Fast domestic and international market penetration Globally standardized and rigid pricing policy“Leading brand for effectiveingredient beauty care” NextGen Marketing – “effectiveness & trustworthiness” Excellence in service, training, customer care, delivery Continuous product innovations Best-in-class value chain 110712 SMiCS Conference 2 -- Dr. Frank Zurlino M2B Cosmetics 2011
  4. 4. Consumer profile Female Well situated & fashion oriented ~ 25 – 70 years Consumer need: “Stronger impression – in a natural way” 110712 SMiCS Conference 3 -- Dr. Frank Zurlino M2B Cosmetics 2011
  5. 5. Top Stores ExamplesM2 Beauté: „innovative – effective - trustworthy 110712 SMiCS Conference 4 -- Dr. Frank Zurlino M2B Cosmetics 2011
  6. 6. Multi-channel sales Examples DouglasPerfumeries/DaySpas Beauty Alliance Mang Bodenseeklinik Beauty Clinics Haut- und Laserzentrum an der Oper Harrods Top Stores Collette Oliver Schmidt Hairdesign Top Coiffeurs Heiko Bott Beauty Lounge m2beauté.com Webshops BeautyLounge24.com 110712 SMiCS Conference 5 -- Dr. Frank Zurlino M2B Cosmetics 2011
  7. 7. Regional Expansion Status 6/2011 Austria Italy Spain Belgium Norway Sweden Denmark Poland Switzerland England Portugal Taiwan Finland Rumania Turkey France Russia UAE (Arab) Germany Singapore Ukraine Iran Slovakia … 110712 SMiCS Conference 6 -- Dr. Frank Zurlino M2B Cosmetics 2011
  8. 8. Consumer Marketing Status & Examples Classic PR Search engines/SEO Online shopsSocial networks Forums & Blogs Targeting 110712 SMiCS Conference 7 -- Dr. Frank Zurlino M2B Cosmetics 2011
  9. 9. SMM: Lessons learnt Trust based & “word-of-mouth” marketing Regional FB-sites Information Entertainment Reviews (customers & testimonials) 110712 SMiCS Conference 8 -- Dr. Frank Zurlino M2B Cosmetics 2011
  10. 10. Reasons to go for „Alert More detailed Information about fans (above Facebook’s statistics) Grow fan-base with targeted information for specific customer segments Add mobile channel and location based service Social Commerce (future) 110712 SMiCS Conference 9 -- Dr. Frank Zurlino M2B Cosmetics 2011
  11. 11. Fan intelligence schematic 110712 SMiCS Conference 10 -- Dr. Frank Zurlino M2B Cosmetics 2011
  12. 12. Location based services & POS schematic Harrods Harrods Harrods Harrods Take a free M2B eye maskHarrods 110712 SMiCS Conference 11 -- Dr. Frank Zurlino M2B Cosmetics 2011
  13. 13. Metrics for Success Information: understand graph and segments of fans - Compare information of alert, Facebook, internal CRM Engagement: measure response-rate (likes, comments),Alert growth rate of fan-base and churn rate of fansEarly Adapter Program Compare segmented approach vs standard Facebook wall Sales success (€) Marketing investment (€) Integration effort (€) 110712 SMiCS Conference 12 -- Dr. Frank Zurlino M2B Cosmetics 2011
  14. 14. „On track Top company value Full range portfolio Global coverage BV*: xx m€ 3 products 2015 23 countriesBV*: x m€1 product 20111 country 2009 *BV – overall business volume 110712 SMiCS Conference 13 -- Dr. Frank Zurlino M2B Cosmetics 2011
  15. 15. Take aways M2 Beauté is a young, successful and fast growing company Fast market penetration – but still big potentials Marketing for trustworthiness (and sales) Next step: Social CRM & more insights 110712 SMiCS Conference 14 -- Dr. Frank Zurlino M2B Cosmetics 2011

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