The document outlines a strategic plan for Lancôme to enhance its market presence, particularly in the Chinese travel retail sector, amidst rising competition. It proposes the introduction of 'Lancôme Thermes', a spa-like experience at airports offering relaxation and beauty services tailored to female travelers. Key focuses include improving the retail experience and leveraging brand values such as happiness and French elegance to meet the needs of the target market.

1. Brand & Product Management
Group 8.3
Roel Hengeveld - s1894137
Branisa Milosavljevic - s2512874
Frida N. Minhas - s2818604
Mariam Talakhadze - s2818353
Niek van de Ven - s1967312

2. PROBLEM STATEMENT
• 1 Billion Customers
• Currently still world market leader
• Competition starts to focus more on China as well
• Estée Lauder Asia Pacific market leader
• Chinese culture significantly different
• Differentiate from competitors
• Improve/create new retail experience
• Inventing/presenting new products
• 5% growth within 2 years

3. AIRPORTS ARE STRESSFUL
• 44% of surveyed women say airports are highly r fairly
stressful
• 40% says, quiet and peaceful environment would
improve the experience;
• Femail Toilet in the Airport – Highest Personal
Drama Location

4. BRAND MANTRA & CORE BRAND VALUES
• Brand Mantra: ”Refreshing Luxurious Beauty”
• Core Brand Values:
• Happiness
• Beauty
• French Elegance
• Scientific Expertise
• Ultimate, scientific research proven, refreshing
products and services of high quality and Luxury.

5. TARGET MARKET
• Chinese Female Customers
• Rising competition due to growth in emerging
markets
• Growing democratization of travellers
• Travel retail not exclusive to luxury anymore
• Main competitors of Lâncome also start to
focus on Chinese market

6. NATURE OF COMPETITION
• Category competition: Rituals, XpresSpa
• Product competition: Estee Lauder, Chanel,
Christian Dior.

7. POP’S & POD’S
• Category POPs: entrance in the
new category – Travel Spa
• Services offered
• interior and atmosphere
• Competitive POPs: very limited
competition within category
• Availability
• Skiller Personnel
• Correlational POPs:
• Time-consuming treatments –
online booking
• POD’S
• Luxurious Refreshment
• More Service Offerings
• Strong global brand
awareness and
reputation

8. NEW TRAVEL RETAIL EXPERIENCE
• Lancôme Thermes = SPA Experience
• Offer three categories of refreshing services:
Relaxation, Revitalization, Beauty
• Skilled personnel
• A refreshing experience for tired travellers
after arriving from a flight or to kill time
while waiting for a departing flight
• Perfect way for customers to be
introduced and educated about
Lancôme's products

9. LANCOME THERMES
• Lancôme Thermes
• Relaxation – Massage (hands/head/face/feet)
• Revitalization – Facials, Full treatment (from
skincare to makeup at the end)
• Beauty – Makeup consultations (customer have
the option of paying for only consultations or
consultations + products for the same price)
• If the customer likes the products used during the
services, they will be offered a discount if they buy
a whole set (for e.g. cleanser, toner, serum/face
cream)

10. LANCÔME BRAND AWARENESS AND BRAND IMAGE
• Awareness:
• Lancôme Web Presence
• Rose Beauty
• Co-branding,
• Advertisement in in-flight magazines
• Image:
• All stores – same design
• relate to core values
• exceptional service and experience

11. LANCÔME BRAND RESONANCE
• Roll-out the Loyalty Program worldwide and
extended to Thermes