This document outlines a pre-case study for Kiehl's branding strategy in the men's skincare market. It begins with an analysis of market trends, competitors, Kiehl's target consumer, and a SWOT analysis. Opportunities for Kiehl's include expanding in the men's market and emerging markets. The proposed product is a Facial Fuel Energizing Tonic for Men. The marketing strategy discusses the product, place, price and promotion approaches, focusing on a social media campaign around a "Kiehl's Epic Journey" and developing an informational app.

1. A Pre-Case Study
Xen Chalmet
Thomas Lupton
Johann Fromont

2. OUTLINE
u MARKET ANALYSIS
I. MARKET TRENDS
II. COMPETITORS’ POSITIONING & TARGETS
III. KIEHL’S CONSUMER
IV. SWOT ANALYSIS
u BRANDING STRATEGY
I. THE OPPORTUNITIES
II. THE PRODUCT
III. THE MARKETING STRATEGY

3. OUTLINE
u MARKET ANALYSIS
I. MARKET TRENDS
II. COMPETITORS’ POSITIONING & TARGETS
III. KIEHL’S CONSUMER
IV. SWOT ANALYSIS
u BRANDING STRATEGY
I. THE OPPORTUNITIES
II. THE PRODUCT
III. THE MARKETING STRATEGY

4. The global men’s skincare market has been
growing over the past few years!
2900
2700
2500
2300
2100
1900
1700
1500
The men’s skin care market’s global sales
reached a value of $2.7Bn in 2012
The future remains bright as the
global men’s skincare market is
expected to continue growing for
the 2012-2017 period!
2009 2010 2011 2012
World

5. Asia Pacific!
$1.6Bn!
West. Eu.!
$0.66Bn!
East. Eu.!
$0.05Bn!
Value of sales by markets in 2012 ($Bn)
North Am.!
$0.26Bn!
Latin Am.!
$0.06Bn!
Africa/Mid-E!
$0.05Bn!
Australasia!
$0.03Bn!
Asia Pacific is strongly growing!
Western Europe is stagnating!
North America is slightly growing!

6. Asia Pacific is the 1st Premium market !
Western Europe is 2nd!
North America comes 3rd!
Market shares between Premium and
Mass markets in 2007 (in %)
Premium
33%
Mass
67%
Market shares between Premium and
Mass markets in 2012 (in %)
Premium
30%
Mass
70%
In Eastern Europe and North America, however,
the Premium market is gaining market shares

7. 60
40
20
0
Men’s grooming distribution
2003/2008 (in %)
2003
2008
Supermarkets! Pharmacies!
Beauty spec.! Dept. stores!
Men’s grooming products !
distribution channels in 2008
Supermarkets is the first
distribution!
channel ≈ 42%
Parapharmacies and
pharmacies account for !
≈ 18%
Department stores !
≈ 5%
Internet ≈ 1%
Beauty specialists!
≈ 8%
Others ≈ 26%

8. OUTLINE
u MARKET ANALYSIS
I. MARKET TRENDS
II. COMPETITORS’ POSITIONING & TARGETS
III. KIEHL’S CONSUMER
IV. SWOT ANALYSIS
u BRANDING STRATEGY
I. THE OPPORTUNITIES
II. THE PRODUCT
III. THE MARKETING STRATEGY

9. General Competitor Analysis!
Less exclusive!
Many distribution channels !
Use all means of advertising!
All have male orientated range of products!
Distribute all over the world!
Clinique
Biotherm
Characteristics of Kiehl’s direct competitors
v Simple approach!
v No franchises!
v Scores a higher prestige rating in 6/8 countries!
v Many distribution and advertising channels!
v Consumer awareness!
v Multiple franchises!
v Multiple digital strategies tailored for men!
v Ranked top for prestige in 5/8 countries!
v Consumer awareness!
Kiehl’s Characteristics!
Featured stores!
Social media!
W.O.M!

10. OUTLINE
u MARKET ANALYSIS
I. MARKET TRENDS
II. COMPETITORS’ POSITIONING & TARGETS
III. KIEHL’S CONSUMER
IV. SWOT ANALYSIS
u BRANDING STRATEGY
I. THE OPPORTUNITIES
II. THE PRODUCT
III. THE MARKETING STRATEGY

11. Men represent 20% of Kiehl’s total business!
Innovative
Prudent
practicals!
Proactive persons!
prof.!
v Cleanliness
v Clean cut
v Professional look
v Feeling good
v Attracting
Kiehl’s Men Segmentation
(generated revenue)!
Just a third of men use facial
skincare products!
Men mainly use the same 4
products repeatedly !

12. Men’s brand awareness in facial skincare!
16%
12%
9%
9%
L’Oreal brands lack a distinct image
among men!
Neutrogena! Nivea! Dove! Noxzema!
About 30% of men are influenced by others!
Region
Concerns
World!
Asia!
Europe!
Shaving problems is
an issue everywhere!
Greasy and sweaty
faces!
Bright smile, neat face,
and signs of fatigue!

13. OUTLINE
u MARKET ANALYSIS
I. MARKET TRENDS
II. COMPETITORS’ POSITIONING & TARGETS
III. KIEHL’S CONSUMER
IV. SWOT ANALYSIS
u BRANDING STRATEGY
I. THE OPPORTUNITIES
II. THE PRODUCT
III. THE MARKETING STRATEGY

14. Rich history – Founded in 1851
Use of natural ingredients
Strong parent company – L’Oreal
Excellent customer service & highly
trained staff
Solid cult following
Innovative brand
Low brand awareness
Company policy – don’t pay for
advertising
Products can be easily copied
Expand in the men’s skincare market
Sustainable (ingredients, packaging..)
Use the unique and hip brand
Emerging markets (especially BRIC)
Expand distribution channels
Strong competition
Low risk in switching brands
Companies using mass media
Similar products in the market
Failing economies
Growth of the mass market

15. OUTLINE
u MARKET ANALYSIS
I. MARKET TRENDS
II. COMPETITORS’ POSITIONING & TARGETS
III. KIEHL’S CONSUMER
IV. SWOT ANALYSIS
u BRANDING STRATEGY
I. THE OPPORTUNITIES
II. THE PRODUCT
III. THE MARKETING STRATEGY

16. Expand in the men’s skincare market
Sustainable (ingredients, packaging..)
Use the unique and hip brand
Emerging markets (especially BRIC)
Expand distribution channels
What we think would
benefit Kiehl’s
v Choosing a skincare product
v Promoting Kiehl’s strengths in
sustainability, creativity, and quality
v Creating a “male image” for the brand
v Differentiating the brand, while
keeping Kiehl’s values
v Targeting the emerging markets
v Targeting the “trendy professional”
Our choice
Facial Fuel Energizing
Tonic for Men

17. OUTLINE
u MARKET ANALYSIS
I. MARKET TRENDS
II. COMPETITORS’ POSITIONING & TARGETS
III. KIEHL’S CONSUMER
IV. SWOT ANALYSIS
u BRANDING STRATEGY
I. THE OPPORTUNITIES
II. THE PRODUCT
III. THE MARKETING STRATEGY

18. Product
Place
v New packaging
v High customer satisfaction
v Using natural ingredients
v Sustainable/ethical way of
producing
v Innovative product
Price
Promotion
v Keeping a price that
witnesses the premium
quality of the product
v New In-store strategy
v Targeting airports’ duty
free zones as a new
channel of distribution
v Social media
v Kiehl’s epic journey
v Kiehl’s information app

19. OUTLINE
u MARKET ANALYSIS
I. MARKET TRENDS
II. COMPETITORS’ POSITIONING & TARGETS
III. KIEHL’S CONSUMER
IV. SWOT ANALYSIS
u BRANDING STRATEGY
I. THE OPPORTUNITIES
II. THE PRODUCT
III. THE MARKETING STRATEGY

20. Kiehl’s Epic Journey!
Kiehl’s rider will follow
this route and
accomplish good deeds
at every destination !
Promotion!
v Coming soon countdown!
v Build buzz via social media!
v Provide snippet of information
about the ride everyday 30 days
prior to the event!
v Kiehl’s rider will advertise the
product and the brand!
v Possibility to follow the ride on
the net!

21. Kiehl’s Epic Journey from India to Thailand!
1
2
3
1 Volunteering to preserve
the forest in Lucknow!
Raising Kiehl’s brand
awareness in Kolkata!
2
Helping children in
Bangkok!
3

22. Kiehl’s In-store experience!
Highlight video of “Kiehl’s
Map of “Kiehl’s epic journey”!
epic journey” route!
Earn loyalty points by bringing back
empty Kiehl’s bottles !
Kiehl’s information app*!
*Kiehl’s information app!

23. Thank you for your attention!!