Kiehl's presentation

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Kiehl's presentation

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  8. 8. STRENGTHS • Old brand with good production • „L‘oreal“ company behind „Kiehl‘s“ brand • Natural ingridients • Samples of products WEAKNESSES • Low brand awareness in Eastern Europe • Natural components are also used by other companies • High price of products • Unattractive advertising for older customers OPPORTUNITIES • Growing market in Eastern Europe • Baltic countries could be good for reaching Russian consumers • Growing average income in Eastern Europe THREATS • Good known competitors • Prices could be too high for consumers • High investments needed
  9. 9. STRENGTHS • Ocean water is used for production • Number one brand worldwide • Understandable price policy • Experience of 50 years in cosmetics industry WEAKNESSES • Price of products is still high • Quite hard to get products in some countries • Small ammount of advertisement is used by retailers OPPORTUNITIES • Sales points expanding • Sampling policy to attract new customers • E-Shop could help to get products for Eastern European customers THREATS • New competitors in the market (such as „Kiehl‘s“) • Big water pollution could increase product prices
  10. 10. STRENGTHS • 100% alergy free cosmetics • 30 years of experience • Strong position of usage in Eastern Europe WEAKNESSES • Packaging is not attractive • Very high prices • Large ammount of profit is spended on R&D OPPORTUNITIES • Big chances to raise profit THREATS • Not a lot of people with high income in Eastern Europe • A lot of cheaper brands in the market • Small amount of retailer shops
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