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L'Oréal

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Etude des axes d'innovation stratégique pour l'Oréal Paris

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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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L'Oréal

  1. 1. L'Oréal Paris<br />Territoires d'innovation<br />
  2. 2. Agenda – Cahier de tendances<br />Les tendances sociétales<br />Millennials : la "net generation"<br />Gen X et boomers : la "buygeneration"<br />Old boomers and beyond : "Yes, wecan"<br />La génération C, comme Création<br />Online et offline<br />Les réseaux sociaux sont le fil rouge<br />Le monde est connecté<br />Le papier est numérique<br />La réalité est augmentée<br />Les produits sont interactifs<br />La vie est un jeu<br />Le divertissement est mobile<br />La localisation compte<br />Les tendances de la consommation<br />Bio, Responsable, en Réseau, Multi-canal, Personnalisée<br />Les tendances de la mode<br />"The Rise of the Real People"<br />PulpFashion<br />Men and Black<br />Ethnique<br />
  3. 3. Agenda<br />Les axes d'innovation stratégiques pour l'Oréal Paris<br />Passer d'une posture produits à une posture services<br />Développer l'e-retail<br />Capitaliser sur l'intelligence collective<br />Favoriser la co-création<br />Passer de l'éco-conduite aux éco-produits<br />Gérer et animer les communautés d'utilisateurs<br />Mettre en place une communication cross-médias<br />Cultiver les partenariats stratégiques<br />Comment puis –je vous aider?<br /><ul><li>Innovation et réseaux
  4. 4. International
  5. 5. Entrepreneuriat
  6. 6. Force d'analyse</li></ul>Stella Morabito - biographie<br />
  7. 7. Les tendances sociétales<br />
  8. 8. Les tendances de la population<br />Les Teens (12-18) et les Millennials ont la plus forte présence en ligne, en particulier via les réseaux sociaux, l’instant messaging et les blogs<br />Les Gen X et les Boomers ont le plus fort pouvoir d’achat, représentent 55% de la population et utilisent à 60% internet  ces chiffres sont loin d’être négligeables!<br />Source : PewResearch Center, Millenials, A Portrait of generationNext<br />Source : Pew / Internet, 28 Jan. 2009, Generations Online in 2009<br />
  9. 9. Millenials : la net generation<br />Source : www.pewsocialtrends.org<br />
  10. 10. Millennials : la net generation<br />
  11. 11. Gen X et Boomers : la buygeneration<br />
  12. 12. Late boomers and beyond :Yes, wecan!<br />BernadaAngulo<br />Championne natation à 97 ans<br />Susan Boyle, devenue<br />chanteuse à<br />49 ans<br />Ruth Flowersdevenue<br />DJ à 69 ans<br />Viviane Harsdevenue<br />mannequin à 69 ans<br />
  13. 13. La Génération C<br />Définition<br />Motivations <br />La génération C ne se définit pas par les dates de naissance de ses appartenants, mais par sa propension à créer du CONTENU et son désir de PARTICIPATION<br />Source : www.trendwatching.com<br />
  14. 14. Online et offline<br />Des interactions de plus en plus importantes<br />
  15. 15. Les réseaux sociaux sont le fil rouge<br />Source : Dan Shust, Convergence 2010<br />
  16. 16. Le monde est connecté<br />Source : Dan Shust, Convergence 2010<br />
  17. 17. Le papier est numérique<br />Source : Dan Shust, Convergence 2010<br />
  18. 18. La réalité est augmentée<br />Source : Dan Shust, Convergence 2010<br />
  19. 19. Les produits sont interactifs<br />Source : Dan Shust, Convergence 2010<br />
  20. 20. La vie est un jeu<br />Source : Dan Shust, Convergence 2010<br />
  21. 21. Le divertissement est mobile et multi-plateforme<br />Source : Dan Shust, Convergence 2010<br />
  22. 22. La localisation compte<br />Source : Dan Shust, Convergence 2010<br />
  23. 23. Les tendances de la consommation<br />
  24. 24. Les tendances de la consommation…<br />
  25. 25. Les tendances de la mode<br />
  26. 26. "The Rise of the Real People"Magazines<br />
  27. 27. "The Rise of the Real People"Publicité<br />
  28. 28. PulpFashion<br />Elle – 2010<br />VMagazine– 2010<br />Glamour – 2009 - Lizzie Miller<br />
  29. 29. Men and black<br />Olivier Martinez pour YSL Homme<br />TigerWoods – Tag Heuer - 2008<br />
  30. 30. Ethnique<br />Vogue Italia – All Black - 2008<br />
  31. 31. Les axes d'innovation stratégiques pour l'Oréal<br />
  32. 32. 1. Passer d'une posture produits à une posture service<br /> "Servingis the new selling. Brands urgentlyneed to focus on assisting consumers to make the most of their daily lives, versus the old model of selling them a lifestyle."<br />Trendswatching.com- Avril 2010<br />
  33. 33. 2. Développer l'e-retail<br />Retail<br />E-Retail 1.0<br />E-Retail 2.0<br />Contraintes opérationnelles<br />59 % de croissance*<br />Nouveau business<br />? % de croissance<br />Nouveau relais<br />0,3 % de croissance*<br />Core Business L’Oréal<br />Contraintes culturelles<br />Contraintes ressources humaines<br />Création d’une fédération 2.0<br />Création de sites e-retail<br />* Source interne l'Oréal : croissance 2007 du marché Européen des cosmétiques <br />Source : étude faberNovel 2008<br />
  34. 34. 2. Développer l'e-retail 2.0<br />Nouveaux espaces d’e-distribution<br />Medias marchands<br />Réseaux sociaux verticaux<br />Affiliation 2.0<br />Coaching mobile<br />Look likestars<br />Tutorial <br />Videos<br />Innovation technologique<br />Evolution des modes de consommation<br />Mobile buying<br />Hyper<br />personnalisation<br />Labellisation des e-marchands<br />Zoominghdproduit<br />Assistants virtuels<br />Web téléachat<br />Recommandation collaborative<br />Cabines d’essayage virtuel<br />Optimisation du parcours d’achat<br />Source : étude faberNovel 2008<br />
  35. 35. 3. Capitaliser sur l'intelligence collective<br />Cliquer sur l'image pour voir la vidéo<br />P&G a fait le choix en 2006 de passer de l'innovation R&D pure à l'innovation collaborative, qui représente aujourd'hui >50% de nouvelles initiatives produits.<br />
  36. 36. 4. Favoriser la co-création<br />publicité<br />produits<br />conseils<br />contenu<br />design<br />
  37. 37. 5. Passer de l'éco-conduite aux éco-produits<br />La communication corporate de l'Oréal est axée sur la responsabilité sociétale et environnementale de la société<br />Le prochain défi sera de développer la cosmétique verte en allant au-delà de la réduction de l'empreinte carbone<br />Dans le monde de "l'ego-consumérisme", il faut rassurer les consommateurs sur la qualité intrinsèque des produits qu'ils utilisent et sur l'origine de leurs composants<br />Le récent cas Nestlé est révélateur à ce sujet<br />Cliquer sur l'image pour voir la vidéo<br />
  38. 38. 6. Gérer et animer les communautés d'utilisateurs<br />Blog<br />Corporate TV<br />
  39. 39. 7. Mettre en place une communication cross-médias<br />Guerrilla marketing<br />Advertainment<br />Heineken<br />Marine Nationale<br />Cliquer sur les images pour voir les vidéos<br />Imaginer une stratégie de communication cross-médias qui fasse levier sur des variables online et offline : le buzz web, les jeux, les produits communicants, la géo-localisation, le contenu mobile, l'e-achat et le m-achat, l'e-paper, la réalité augmentée, etc.<br />
  40. 40. 8. Cultiver les partenariats stratégiques<br />Comment conquérir de nouvelles cibles grâce à la cooperationeconomy?<br />Elite paris-orange<br />Wilhelmina-tvland<br />
  41. 41. L'Oréal Paris et le 2.0<br />L'Oréal Paris a déjà entrepris plusieurs actions dans le domaine du web2.0 : appli iPhone, groupe de recrutement sur Facebook, vidéo-conseils sur Youtube, ClubVIP et maquillage virtuel sur le site l'Oréal Paris…<br />La prochaine phase consistera à mettre en place un développement de type holistique, où tous les éléments de la stratégie 2.0 sont coordonnés de manière globale et interagissent efficacement entre eux pour instaurer avec les consommateurs un dialogue profitable<br />GemeyMaybellinea été utilisée comme marque tactique et est un excellent exemple d'une stratégie internet d'interaction avec les consommatrices pensée de manière globale<br />
  42. 42. Comment puis-je vous aider?<br />
  43. 43. Stella Morabito : biography<br />I hold a doctorate in Marketing of UniversitàBocconi (Milano, Italy) and two masters in marketing (HEC, France) and strategic innovation management (EcoleCentrale Paris, France).<br /> <br />At the beginning of my career I was a media technologies and convergence specialist for Berlusconi's group in the audiovisual industry (HDTV, VoD, interactive TV), which gave me multiple insights into different corporate contexts, cultures and strategic choices at an international level. I was later nominated International Marketing Director of THOMSON (leading consumer electronics company with 3 major brands : RCA, GE and THOMSON) where I drove international strategic and operational marketing programs in 25 different countries located in the Middle East, Maghreb, Southern Europe and Eastern countries.<br /> <br />Born in Rome, I lived in Lugano, Milan, London and Paris, which I chose as my permanent residence. I am quadrilingual Italian, French, English and German.<br /> <br />Accustomed to setting up marketing programs in countries where market studies and ROI are difficult to assess, my specialty is to bring innovation to marketing strategiesby realizing in-depth local market surveys and transposing them into innovative marketing programs. This pragmatic and custom-centered approach has materialized in a series of successful product launches throughout the EMEA countries with consequent increase in market share and turnover for my employer.<br /> <br />Today I aim at using my marketing insights to help companies develop innovative marketing strategies throughout the world.<br />

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