Dr. Frank Zurlino Company Profile & Marketing Strategy m2 beaute
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M2 Beauté produces innovative serums for eyelashes and eyebrows using an ophthalmologic ingredient. They launched their first product in 2009 and have since expanded their product line and global market reach. The company's marketing strategy focuses on establishing trustworthiness and uses social media to engage customers and gain insights into different consumer segments.
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Dr. Frank Zurlino Company Profile & Marketing Strategy m2 beaute
- 1. M2 BEAUTÉ For the most beautiful eyelashes and eyebrows in the world Company Profile & Marketing Strategy SMiCS 2011 Dr. Frank Zurlino
- 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. Aspiration & Strategy Fast domestic and international market penetration Globally standardized and rigid pricing policy “Leading brand for effective ingredient 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. 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. Top Stores Examples M2 Beauté: „innovative – effective - trustworthy 110712 SMiCS Conference 4 -- Dr. Frank Zurlino M2B Cosmetics 2011
- 6. Multi-channel sales Examples Douglas Perfumeries/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. 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. Consumer Marketing Status & Examples Classic PR Search engines/SEO Online shops Social networks Forums & Blogs Targeting 110712 SMiCS Conference 7 -- Dr. Frank Zurlino M2B Cosmetics 2011
- 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. 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. Fan intelligence schematic 110712 SMiCS Conference 10 -- Dr. Frank Zurlino M2B Cosmetics 2011
- 12. Location based services & POS schematic Harrods Harrods Harrods Harrods Take a free M2B eye mask Harrods 110712 SMiCS Conference 11 -- Dr. Frank Zurlino M2B Cosmetics 2011
- 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 fans Early 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. „On track Top company value Full range portfolio Global coverage BV*: xx m€ 3 products 2015 23 countries BV*: x m€ 1 product 2011 1 country 2009 *BV – overall business volume 110712 SMiCS Conference 13 -- Dr. Frank Zurlino M2B Cosmetics 2011
- 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