After studying the theoretical concepts of a topic, understanding its practical implications and applications is the next step in the learning process. This Project of Marketing Management Part is last. For this report, I tried to find out about the Marketing Strategy of marketing of the reputed brand of the world, namely Fair & Lovely.
Saffola cooking oil the repositioning journey-sbm assignment nisha_chandra
How Saffola has invented the market position and even understands the consumer requirement. This report will help to analyse the user requirement and how brand plays a very crucial part to pitch in to.
Almarai company is one of the largest FMCG \ Food companies in the middle east - in this presentations we review its current portfolio and look at the growth opportunities.
After studying the theoretical concepts of a topic, understanding its practical implications and applications is the next step in the learning process. This Project of Marketing Management Part is last. For this report, I tried to find out about the Marketing Strategy of marketing of the reputed brand of the world, namely Fair & Lovely.
Saffola cooking oil the repositioning journey-sbm assignment nisha_chandra
How Saffola has invented the market position and even understands the consumer requirement. This report will help to analyse the user requirement and how brand plays a very crucial part to pitch in to.
Almarai company is one of the largest FMCG \ Food companies in the middle east - in this presentations we review its current portfolio and look at the growth opportunities.
Frenchpharmacy has been founded to bridge the gap between US and French beauty products. We are bringing together all the brands found in French pharmacies into a one-stop concept store.
STAGE 1: Client Campaign Planning
1.0 Situational Analysis
1.1 Background Research and Analysis
Internal Analysis
Maybelline New York is a cosmetics company that was founded in 1915 by Tom Lyle Williams. Its headquarters is in New York City but it is a subsidiary of the French cosmetics company, L’Oreal, which owns 24 different brands, under the Consumer Product Division.
With a ‘mission to offer innovative, accessible and effortless cosmetics for every women’, the brand offers a variety of cosmetics, ranging from foundation, bronzers, eyeliners and mascaras, to nail polish and lip products that are targeted at both young and the mature adults. The Maybelline brand also represents an image that empowers women around the world to portray their creativity and individuality as well as enabling women to ‘express their personal ‘it’ factor’ according to L’Oreal.
Maybelline works under the values of the L’Oreal Company and the values and ethical principles are expressed in their daily operations. L’Oreal Company has an Ethical Principle that contains four Principles; Integrity, Respect, Courage and Transparency. ‘Integrity’ is the building blocks for creating and maintaining trust and relationship amongst colleagues. It also involves adhering to good corporate governance practices with their business partners and respecting the laws of countries in which they work in. While L’Oreal ‘Respects’ all their employees by enabling work-life-balance for their employees, recognition for hard work and talent and a working environment that is diverse and privacy respected. On the other hand, The L’Oreal Company demonstrates ‘Courage’ by building a culture that invites all of their employees to ask questions, and share their ideas or concerns that they may have. Lastly, Transparency, refers to the ability of employees to be truthful and every actions and decisions must be justifiable. The Ethical Principles is what shapes their corporate culture as well as their reputation and hence why it must be followed by all their employees.
Technology has have a major impact on Maybelline. According to the L’OREAL Annual Report, Digitalisation has enabled Maybelline to launch the Eyestudio Brow to the mass market innovatively. ‘Eyestudio’ is an online platform where consumers are offered advices, tutorials and online diagnoses by leading experts and make up artists regarding eye and eyebrow beauty.
Maybelline is a company that is able to cope with changes and they have the ability to develop and implement successful Integrated Marketing Communications Programme. Baby Lips is an example of this. Maybelline did not offer any products in the Lip Balm segment and have hence created which is targeted at 13 to 17 year olds, their younger audience. By advertising it as a ‘fashion accessory’, and not merely a practical way to moisturise lips, they created a product that is considered, ‘fun and cool’. The advertisements were shown in fashion magazines such as Cosmopolitan and .
The ageing population gives chance to upsell to consumers as they look for more progressive skincare. Our holistic approach provides a chance for women in their 50’s to be in perfect harmony between their inside and outside beauty.
This holistic approach fits their confucianism values. They believe that the outside beauty reflects the inner beauty.
Moreover the tech-savy aspect of consumers has largely influenced the way they shop, and it does not only concern young generations. Thanks to Korea world’s best IT infrastructure with exceptionally wide use of high-speed Internet and smartphones consumers can be easily reached.
Olay global competitiveness
On October 4, 2017, Procter & Gamble (P&G) North America Skin Care General Manager Chris Heiert received an email from a senior leader.
Any perspective on Jul/Aug/Sep Olay sales? The sales report shows sales are -12%, a significant miss on a low estimate. My guess is there must be some special causes in the quarter and wanted to get your thoughts on whether the plan will return Olay sales to grow in Oct/Nov/Dec and whether you still plan to deliver your sales growth promised for the fiscal year.
Heiert had seen good and bad quarters at Olay, a P&G-owned brand, over the course of his career. When he first joined as an Assistant Brand Manager in 2000, Olay was just establishing itself as the leading skincare brand in the world.
By the time Heiert rejoined the brand in 2015, however, Olay’s sales had been declining consistently for several years. Each year, Olay lost 5% to 10% of its consumer base for the past five years. Every valiant attempt to fix the situation failed. From its peak at over $2 billion in retail sales in 2009, sales had fallen to just over $1 billion in retail sales by fiscal year 2017. (See Exhibit 1a for Olay’s global sales growth year-over-year since 2000 and Exhibit 1b for U.S. sales from 2010-2016.)
Heiert needed to act fast to revive Olay. But how? There was no shortage of ideas on the table—he and his team debated everything from brand equity, new consumer groups, kickstarting innovation, altering their marketing and distribution models, and what categories the brand should play in.
The brand needed an immediate turnaround. If Olay could not reverse course, P&G might consider divesting the brand. In a deal in 2015, P&G had already sold off 43 beauty brands to Coty Inc.
2. Simple Skincare
Moisturizer, cleanser, facial wipes.
Founded in 1960 in United Kingdom.
Brand equity built on the fact the product line does
not contain harsh irritants, perfumes or dyes.
Owned by Unilever, a global consumer product
company headquartered in England.
Today, Simple is the leading skincare line in the
U.K.
3. Made Simple
Simple Skincare products contain added vitamins
such as Vitamin B5, and natural ingredients such as
Aloe Vera to restore, soften and smooth all skin-
types including sensitive skin.
Brand positioning: focuses on the skincare line as
the best product for women with sensitive skin.
4. U.S. Launch
February 2012: Simple brand is launched in the
United States.
Price range of $5.99 to $12.99
Available for purchase at major retail and drug
stores such as Target, Wal-Mart, CVS and
Walgreens.
Hope Solo, professional womens soccer player
signs on as U.S. Simple brand ambassador
5. Simple Brand
Positioning
Positioning Statement:
Among active young women who prefer natural-
based beauty products, Simple Skincare is the line
of affordable facial care products that does not use
any harsh chemicals or irritants so that women with
all-skin types, including sensitive skin, can have
balanced and beautiful clean skin.
6. Strengths
History of success in U.K
Major retail distribution via Unilever
New product = no previous negative consumer
brand associations.
Could fill a void since no other skincare product
specifically created for women with sensitive skin
7. Weaknesses
Skincare category market saturation.
Skincare is a high-involvement product decision for
most women, and consumers are often very brand
loyal to their established skincare routine.
Poor shelf positioning at retail.
Lack of brand awareness.
8. Main Competitors
All competitors have product lines targeted for sensitive skin.
Priced in the same range and sold in the same retail space.
Olay is one of the most recognized brands in the world.
9. Simple’s Target Market
White women aged 18-49
Works in office, interested in fashion and staying in
shape through fitness.
Large percentage have children aged 6 to 11
10. Campaign Objectives
Build brand awareness for the Simple brand in the
U.S. market.
Create the image of the Simple brand as the
preferred skincare line for women with sensitive
skin.
Increase sales of the Simple brand.
Develop a database of customer mailing and email
contact information.
11. Campaign Strategies
Develop brand associations with fitness and stylish
lifestyle and the Simple brand.
Implement a national brand sampling effort.
Create a Sensitive Skin online application to
capture consumer information.
12. Campaign Strategies
(cont’d)
Engage fashion-conscious consumers with the
Simple brand through a social media platform and
contest.
Promote Simple as a corporate responsible brand
that gives back to the community at-large.
Create word-of-mouth buzz about the brand by
implementing a Simple brand ambassador program.
Entice first-time customers to try the brand by using
coupon pricing.
13. Campaign Theme
Beauty Made Naturally Simple: Nurture
Your Sensitive Side.
Focus on good skin, personal style and a healthy
lifestyle.
“Nurture Your Sensitive Side” reinforces the
connection to Simple and sensitive skin, as well as
conveying that this campaign is targeted towards
women and encouraging them to make time to take
care of themselves.
14. Campaign Tactics
Simple brand sampling events at LA Fitness clubs
nationwide.
“Simple White Tee Style” Contest held on the
Simple brand Facebook page and website.
In-store Simple Style and Living Promotional Event
Simple Bloggers featured in advertisements and
product discount coupon
15. 1) Simple brand sampling events
L.A. Fitness, national fitness club operator shares
similar target market to Simple = Fitness brand
association
Sample size Simple moisturizing facial wipes
distributed with product info handout
Simple brand ambassadors wearing Simple White
Tee (“I Am Sensitive”)
Ipad Sensitive Skin Test and consumer email info
collected on site.
16. 2)Simple White Tee
Style Contest
How do your style a basic White T-shirt?
Bloggers (fashion and Mommy) to act as brand
ambassadors and judges
Entries on Simple’s website
Sharing and voting on Facebook
Prize= Four geographic winners win $1,000 shopping
spree accompanied by blogger.
Each entry = donation to Dress for Success up to $100K
donation
17. 3) In-store Style and Living
Promotional Event
Simple brand bloggers to host in-store events
featuring style and living tips.
Simple dermatologist available to answer skin
questions
Simple brand ambassadors distribute branded
water bottles to those who take the Simple Sensitive
Skin test.
18. 4) Bloggers in
Advertising and Printed
Coupon Each blogger will be featured in a print advertising
campaign wearing a White Simple T-shirt with the
tagline “I am Sensitive.”
Coupon offering $1 off Simple Product
Glamour & Fitness magazine
21. Campaign Rationale
Fitness brand association will help differentiate
Simple from its competitors
Sensitive Skin test and Brand Ambassadors will
create brand credibility
Brand sampling and coupon to encourage first-time
purchases and repeat purchases.
Bloggers and content marketing= awareness and
credibility.
Ad campaign personifies the brand
