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Immortal<br />Thammasat University<br />3-in-1<br />
video<br />
Situation<br />
Task<br />For men  Beauty market<br />Challenge<br />Variety categories<br />Specialized competitors<br />Diesel’s challen...
Diesel a lifestyle brand<br />Rebellious<br />Provocative&Sexy<br />Iconic&Ironic<br />Energetic<br />Cool <br />
Successful case-perfume<br />Perfume as a category draws new consumers to the DIESEL<br />DIESEL sells more beyond sensual...
Strategic direction<br />
Reaching the goal with 2 objectives<br />Business Goal<br />“StrengthenDiesel lifestyle in a wider market”<br />	Choose su...
Market<br />
Market on men<br />8.5 Billion Baht <br />Choose facial care<br />4.5 Billion Baht<br />1<br />2<br />	Express all Diesel’...
The 3 attractive categories<br />Facial Moisturizer-8.3 % growth <br />Lip care-Highest usage rate<br />Hair styling-No ba...
Product positioning<br />Feminine<br />Potential area<br />Female Skin care<br />Masculine<br />Fashion<br />Personal <br ...
Consumer<br />
Target metrosexualmen<br />Hetro<br />Metro<br />Profile<br /><ul><li>Aged 25-40
Delayed marriage
Social economic class A-A+
Highly educated</li></ul>Sophisticated, detailed oriented , health conscious<br />Spend money on for-men grooming products...
8.30AM<br />10AM<br />6.00AM<br />9AM<br />1PM<br />6PM<br />11PM<br />Each day Mr. Mark faces various activities<br />
Diesel’s New For men Product<br />
Diesel(Brand) + needs (consumer)<br />Rebellious, Energetic,<br />Sexy & Provocative, Cool,<br />Iconic & Ironic<br />Look...
Immortal<br />
Brand-“live life like you’ll never die”<br />Dullness signifies Dead look<br />“Immortaloffers users to live life with spr...
<ul><li>Symbolize purity and immortality
Cause NO allergy while add luminosity</li></ul>All products have both functional and emotional benefits!<br />Key ingredie...
Product range-face,hair,lip<br />Face<br />Immortal Water<br />(Facial  energizing Spray)<br />Energize + “Cool” look<br /...
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L\'Oreal Brandsotrm 2010-DIESEL-Immortal

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L\'Oreal Brandsotrm 2010-DIESEL-Immortal

  1. 1. Immortal<br />Thammasat University<br />3-in-1<br />
  2. 2. video<br />
  3. 3. Situation<br />
  4. 4. Task<br />For men Beauty market<br />Challenge<br />Variety categories<br />Specialized competitors<br />Diesel’s challenge<br />
  5. 5. Diesel a lifestyle brand<br />Rebellious<br />Provocative&Sexy<br />Iconic&Ironic<br />Energetic<br />Cool <br />
  6. 6. Successful case-perfume<br />Perfume as a category draws new consumers to the DIESEL<br />DIESEL sells more beyond sensuality, the core brand concepts are kept.<br />
  7. 7. Strategic direction<br />
  8. 8. Reaching the goal with 2 objectives<br />Business Goal<br />“StrengthenDiesel lifestyle in a wider market”<br /> Choose substantial, accessible category<br />1<br />Express all Diesel’s<br />character<br />2<br />
  9. 9. Market<br />
  10. 10. Market on men<br />8.5 Billion Baht <br />Choose facial care<br />4.5 Billion Baht<br />1<br />2<br /> Express all Diesel’s character<br /> Choose substantial, accessible category<br />
  11. 11. The 3 attractive categories<br />Facial Moisturizer-8.3 % growth <br />Lip care-Highest usage rate<br />Hair styling-No barrier<br />1<br />2<br />Express all Diesel’s character<br /> Choose substantial, accessible category<br />
  12. 12. Product positioning<br />Feminine<br />Potential area<br />Female Skin care<br />Masculine<br />Fashion<br />Personal <br />care<br />Cosmetic<br />Potential area<br />Potential area<br />Diesel<br />Diesel<br />Diesel<br />+ L’Oreal<br />Personal <br />care<br />Cosmetic<br />Masculine<br />1<br />2<br /> Express all Diesel’s character<br /> Choose substantial, accessible category<br />
  13. 13. Consumer<br />
  14. 14. Target metrosexualmen<br />Hetro<br />Metro<br />Profile<br /><ul><li>Aged 25-40
  15. 15. Delayed marriage
  16. 16. Social economic class A-A+
  17. 17. Highly educated</li></ul>Sophisticated, detailed oriented , health conscious<br />Spend money on for-men grooming products <br />
  18. 18. 8.30AM<br />10AM<br />6.00AM<br />9AM<br />1PM<br />6PM<br />11PM<br />Each day Mr. Mark faces various activities<br />
  19. 19. Diesel’s New For men Product<br />
  20. 20. Diesel(Brand) + needs (consumer)<br />Rebellious, Energetic,<br />Sexy & Provocative, Cool,<br />Iconic & Ironic<br />Look good as always<br />Immortal<br />
  21. 21. Immortal<br />
  22. 22. Brand-“live life like you’ll never die”<br />Dullness signifies Dead look<br />“Immortaloffers users to live life with sprit, live active life”<br />Strategy:Staya Lifestyle brand<br />Energetic<br />Rebellious<br />Cool <br />Iconic&Ironic<br />Provocative&Sexy<br />
  23. 23. <ul><li>Symbolize purity and immortality
  24. 24. Cause NO allergy while add luminosity</li></ul>All products have both functional and emotional benefits!<br />Key ingredient-White Gold (Platinum)<br />Product 1<br />Functional B.<br />Emotional B.<br />White Gold<br />Product 2<br />Functional B.<br />Immortal<br />Emotional B.<br />Product 3<br />Functional B.<br />Emotional B.<br />Energetic<br />Rebellious<br />Cool <br />Iconic&Ironic<br />Provocative&Sexy<br />
  25. 25. Product range-face,hair,lip<br />Face<br />Immortal Water<br />(Facial energizing Spray)<br />Energize + “Cool” look<br />Easily absorbed<br />Hair<br />Immortal Power Hair Design<br /> (Styling hair clay)<br />Moisture + Style up<br />Lip<br />Immortal Protective Lip Paste<br />(Nourishing Lip Balm)<br />Nourish + add “Healthy” look<br />Energetic<br />Rebellious<br />Cool <br />Iconic&Ironic<br />Provocative&Sexy<br />
  26. 26. Packaging-Weapon in your hand<br />Energetic<br />Rebellious<br />Cool <br />Iconic&Ironic<br />Provocative&Sexy<br />
  27. 27. Communication-speechless<br />Energetic<br />Rebellious<br />Cool <br />Iconic&Ironic<br />Provocative&Sexy<br />
  28. 28. Unique opportunity- few competition<br />Match consumer lifestyle<br />Access to a wider market<br />Strengthen Diesel as a lifestyle brand<br />Immortality for humanity<br />
  29. 29. Immortal<br />Thank you<br />

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