Sephora presentation for an implementation in Ireland

1. SEPHORA
in Ireland

2. MK 699
Global Marketing
MA Marketing
• Audrey JASPART

3. • Your Description Goes Here
Mission
statement
To implant a company in
a country…
We choose Sephora in Ireland

4. Overview
1. BACKGROUND
2. RESEARCH ON THE MARKET
• Internal environment  PRIMEFACT
• ICEDRIPS  ICEDRIPS
• SWOT analysis
4. ENTRY MODE
5. MARKETING STRATEGIES ABROAD
• Positioning
• Marketing MIX
6. Recommendation & Conclusion

5. • Your Description Goes Here
Background
Irish Market
 Very competitive with the
presence of established brands
(Clarins, Nuxe, Chanel, L'Oreal ...)
 Opportunities for brands offering
innovative products and sectors still
few exploited
 Growth of 15% by 2015
€ 497 million in 2010
According to Datamonitor

6. • Your Description Goes Here
Background
SEPHORA
•Sephora is a visionary beauty-retail concept founded in
France by Dominique Mandonnaud in 1970
•Owned by Louis Vuitton Moet Hennessy
(LVMH)

7. • Your Description Goes Here
Background
SEPHORA
More than 250 brands and 16 000
references
Sephora counts more than 600
stores in Europe and develops its
networks in the whole world such as in
China, in the USA…
1,300 stores in 27 countries worldwide
Sephora Ad
Greece 2011

8. 2. Research on
the market

9. • Your Description Goes Here
Internal
Environment
PRIMEFACT
M
E
F
A
C
T
PPEOPLE •“Science of Sephora” skilled employees
• Policy of diversity
IN TELLEC TU A L PR OPER TY
R
• Protected brand
PFINANCE
• Come from group Louis Vuitton Moet Hennessey
•1300 stores in 27 countries
 The constant company growth shows evidence
of the company’s profitability

10. • Your Description Goes Here
Internal
Environment
PRIMEFACT
R
I
M
E
F
A
C
T
P
PR EPU TATION • Return policy  Trustfull brand
• « The VIB Insider program »  Loyalty program
RPETH OS
• Freedom to choose
• Providing personal advices
• Friendly & interactive
RPC OLLA B OR ATORS •Not direct collaborators but helped by
Louis Vuitton Moet Hennessey

11. • Your Description Goes Here
Internal
Environment
PRIMEFACT
R
I
M
E
F
A
C
T
P
• Testing new ways to reach clients through direct
mail/in-store campaigns
• Improve the link between physical stores and e-store
-Target  women/men 20-40
-Product  wide assortment of brands, vendors exclusives
-Closing stores  in Germany and Japan in 2001/2002
PMA R K ET IN FOR MATION
MPA GILITY
• Japanese experience
But a lot of products choice  Attract people
• Capable of taking opportunities
AMPTA LEN TS

12. • Your Description Goes Here
External
Environment
ICEDRIPS
C
E
D
R
I
P
S
ITAMPIN N OVATION
ITAMPSOC IA L TR EN D S
3 markets full of future promises
- Men cosmetics
- Bio cosmetics
- Ethno cosmetics
 Organic, male, ethno and fair certified cosmetics
 E-commerce
 Nanotechnology

13. • Your Description Goes Here
External
Environment
ICEDRIPS
C
E
R
I
P
S
I
Main target
• Women 15 to 34
• Sensitive to different media, modes and
innovations
•“Hyper-connected” generation
• Like to test new products (80%) but loyal to their
fragrances (55%)
• Influence their family (82%) and are purchasing
advisors beauty for men (61%)
• Always need advice/information from experts
• Live in town
DITAMPD EMOGR A PH IC

14. • Your Description Goes Here
External
Environment
ICEDRIPS
C
E
D
R
I
P
S
I
- Big shops
- Pharmacies
-Specialized stores
-Supermarkets
- Internet
• More than 3 million users of Internet/ 65,8%
of the population
• Poor broadband infrastructures
• Few Smartphone users
DITAMPC OMPETITOR S
CDITAMPIN FR A STR U C U R E

15. • Your Description Goes Here
External
Environment
ICEDRIPS
C
E
D
R
P
S
I
I

16. • Your Description Goes Here
External
Environment
ICEDRIPS
C
E
D
R
I
P
S
I
-Economic crisis
-In 2015, the Irish make-up market is forecast to have a
value of $126.2 million, an increase of the 11.8% since
2010
CDITAMPR EGU LATORY
RCDITAMPECONOMIC
• Regulation No 1223/2009 :
Guaranteeing a high level of protection for consumers

17. • Your Description Goes Here
SWOT
Strengths
Weaknesses
Weaknesses
Sephora just close their shop
in England
Low brand recognition
High prices
Strengths
People : skilled employees
giving good advices
Reputation : trustful brand
Original concept : unique
Wide choice of products and
prices
Sell exclusive brand

18. s
• Your Description Goes Here
SWOT
Opportunities
Threats
Opportunities
No other brand in Ireland has
the concept of Sephora
A lot of potential customers
Trends like : men, bio and
ethno cosmetics.
Internet is a new tool to
communicate and sell
COO effects is good
Treaths
A lot of competitors
Economic issues
Small market

19. 3. Entry mode
in Ireland

20. • Your Description Goes Here
Entry Mode
•Sephora doesn’t offer to develop its
business franchises.
•we want to coordinate the marketing
strategy in the European market which
enhances centralization.

21. • Your Description Goes Here
Entry Mode

22. 4. Marketing
strategies abroad

23. • Your Description Goes Here
Positioning

24. • Your Description Goes Here
Positioning

25. Positioning
 Really invited shopping environment
 New world without pressure
 Live a sensorial experience
 Store events
 Community

26. • Your Description Goes Here
Positioning

27. Positioning
 Lot of brands and own brand
 Customers are invited to test all products
 Help is offered only on request
 Provide services according to customers’ needs

28. Positioning
 Products can be return
 Place you can trust
 Lot of advantages and services proposed
 VIP program and gift card

29. • Your Description Goes Here
Marketing
MIX : 7P
PROMOTION
PLACE
PHYSICAL
EVIDENCE
PEOPLE
PROCESS
PRODUCT
PRICE

30. • Your Description Goes Here
Marketing MIX
PRODUCT
Sephora will sell 200 different brands in addition to its own brand
• The range of product sell include:
- Makeup
- Skincare
- Fragrance
- Bath/Body
- Hair care
- Tools/Accessories
- Men
• Sephora’s product offering is able to meet the needs of a diverse set of
customers
• Exclusivity with cosmetic brands in Ireland

31. • Your Description Goes Here
Marketing MIX
PRICE
Sephora will offer a differentiated pricing model from middle to upper range
• Example: a customer who are looking for a lipstick with different budget
• the wide range of prices gives consumers different purchasing options
RANGE BRAND PRODUCT PRICE
Biggin range
the Tarte
Vitamin
8€
Middle range LORAC 19€
Upper range Lancôme 35€

32. • Your Description Goes Here
Marketing MIX
PROMOTION
Sephora will use various promotional means to influence customers to buy
or to be aware of our offer
Non-Medias Means
Sales promotion/ Animation
Organization of express action towards the customers
as the tries of products, the distribution of sample or
occasional offers as purchase voucher
Loyalty card
Sephora has 3 types of loyalty card (white, black, gold)
which are free and provide offers coupons,
discount…at different level

33. • Your Description Goes Here
Marketing MIX
PROMOTION
Medias Means
Billboards Sets up very creative poster campaigns to seduce at most our target.
Magazines Like « Cosmopolitan » to put in front of the flagship products.
Cinema the most effective media to touch all the population.
TV The essential media to promote Sephora’s products in channels like: E4…
Website Launch the www.sephora.ie website to sale and promote the offer.
E-mail/Newletter
About new product, in-store event, exclusive feedback based on customers
past purchase, age, skin type…
Social Network
Encourage user interaction with fans and followers, to give feedback, or to
play with them with giveaways.
Iphone/Ipad app
New tools to make purchases on line and be in touch with all the news about
Sephora’s brands.

34. • Your Description Goes Here
Marketing MIX
PLACE
• Store in Grafton street
• iPhone and iPad applications
SEPHORA
SEPHORA
SEPHORA
• Brick and Mortar Stores:
Dublin, Cork and Limerick
@: www.sephora.ie
• Online beauty website

35. • Your Description Goes Here
Marketing MIX
PEOPLE
• Staffs at Sephora create a relaxed
and friendly environment
• Experienced Staff by advising
customers but also by applying the
product to enhance customer
desire for the product
• The company constantly seeks to
hire a diversity of staff

36. • Your Description Goes Here
Marketing MIX
PHYSICAL EVIDENCE
Sephora will propose various physical evidence toward customers
• Testing the perfume before buying it
• Testing the makeup
• Trying on samples of lipstick, eye
shadow… before purchasing them
• Have samples
• Get makeup done by a professional
makeup artist

37. • Your Description Goes Here
Marketing MIX
PROCESS
We propose to develop the concept “Science of Sephora” in Ireland
• One of the other process is the welcoming of customers is the key of
succeed in Sephora.
 Welcoming the customers with a real smile
 Advising them by offering them personalized service
 A positive state of mind
 Skills and a good relational

38. • Your Description Goes Here
6. Conclusion
&
Recommendations
 A different and new concept for the cosmetic Irish market
Concept similar in the European Market
We are thinking of entering the
UK market

39. Thanks for
your
attention

40. • Your Description Goes Here
References
http://www.d.parrish.dial.pipex.com/primefact.html
http://www.d.parrish.dial.pipex.com/icedrips.html
http://journaldesgrandesecoles.com/sephora-une-entreprise-qui-a-bonne-mine/
http://www.irishtimes.com/newspaper/finance/2012/0409/1224314544016.html
Make-Up Industry Profile: Ireland. (2011). Make-Up Industry Profile: Ireland, 1-44.
http://www.responsemagazine.com/editorial/beauty-personal-care/beautys-inside-sephora-1358
http://www.slideshare.net/marketingplan/free-marketing-plan-sample-by-wwwmarketingplannow-cosmetic-
retailer-sephora-lvmh
http://www.marketingplannow.com/userfiles/marketing/Retail%20cosmetics%20Sephora%20for%20men%20mar
keting%20plan.pdf
http://www.sephora.gr/About-Us/n.117.1.html
http://sephoragirlnyc.blogspot.ie/2011/04/intergrated-marketing-communications.html
http://www.slideshare.net/marketingplan/free-marketing-plan-sample-by-wwwmarketingplannow-cosmetic-
retailer-sephora-lvmh
http://www.marketingplannow.com/userfiles/marketing/Retail%20cosmetics%20Sephora%20for%20men%20mar
keting%20plan.pdf
http://www.sap.com/romania/industries/retail/midsize/pdf/CS_Sephora.pdf
http://www.marketingplannow.com/userfiles/marketing/Retail%20cosmetics%20Sephora%20for%20men%20mar
keting%20plan.pdf
http://www.sephora.com/contentStore/mediaContentTemplate.jsp?mediaId=10800116