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2014 Loreal英文商業競賽

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這是我在2014年12月參加的L'Oréal英文商業競賽

比賽是要為L'Oréal旗下的品牌Kiehl's切入男性保養品市場做15分鐘的商業提案,
我們這組抓的TA是月領7w以上的白領上班族(有能力負擔且注重外表)、運動狂熱族群(有保養需求,但需要教育、提醒)
且打造有別於女性的獨立通路,才能讓男性顧客在消費時感到自在且不會造成傳統認知上的混亂。
最後結合台灣當時做流行的路跑,做出整體性的campaign。

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2014 Loreal英文商業競賽

  1. 1. WARNING!
  2. 2. 100 Slides
  3. 3. Market ↓ Product ↓ Strategy
  4. 4. MARKET
  5. 5. Metrosexual has become a trend nowadays.
  6. 6. Men have their own specific Magazine which introduce clothing,grooming,hair style.
  7. 7. 200 billions
  8. 8. 3~5% Growth per Year
  9. 9. The only thing you can not do is ignoring it
  10. 10. Opportunities in Taiwan •Technology •Envirnoment •Geography
  11. 11. Social Media is the main channel of information. Technology
  12. 12. We can get grooming information easily. Enviroment
  13. 13. Geogrophy Taiwan is the center of Asia
  14. 14. But how to develope from Local to the Global?
  15. 15. •State of Etiquette •Great Working Pressure •Long Working hours
  16. 16. Asia North America Western Europe Eastern Europe Middle East 9% 62% 26% 2% 1% Global Men’s Skin Care Sales
  17. 17. 60% of Men still claim they have Problems when they buy Counter skin care products
  18. 18. Why I have to use it They don’t know their skin’s condition It’s confusing to shop for all of products They even don’t know how to use it
  19. 19. ACTIVE INDEPENDERS POLISHED PROFESSIONAL CURIOUS LAGGARDS AFFLUENT ADOPTERS CONTENT LAGGARDS TRENDY INNOVATORS Segmentation Groups Size Spend Old People AFFLUENT ADOPTERS TRENDY INNOVATORS
  20. 20. 24 < Male < 40 High average income High willingness to try Following the latest trend Online & Social media Target Groups
  21. 21. PRODUCT Simple and Total Solution
  22. 22. Top
  23. 23. On-line Shopping Explosive of Men’s On-line Shopping
  24. 24. Men's Feeling & Behavior
  25. 25. Pharmaceutical Store Convenient One-Stand to Buy
  26. 26. Department Store Slowed Down growth rate…
  27. 27. Men‘s Attitude
  28. 28. NIVEA Neutrogena GASTBY Men’s Biore UNO Competitors Mass Market
  29. 29. TOP 2 SALES BRANDS IN MASS MARKET NIEVA Neutrogena Convenience Products Educate Kiehl’s
  30. 30. MARKETING MISSION SUB-BRAND TO MASTER BRAND
  31. 31. Women vehicle Social media Sports
  32. 32. Our Target used to obtaining information on Social Media Social Media
  33. 33. Spread your joy
  34. 34. STEP1: select one friend who you want to send a wish SEARCH
  35. 35. THIS SPECIAL DAY, I SHARE MY JOY WITH U MERRY XMAS! BEST WISH TO YOU WORDS AND MUSIC IS ONLY FOR U , MY LOVE BACK SEND YOUR WORDS STEP2: use words to express your wish
  36. 36. Step3: click K & S to create your own blessing rhythm K S Click K&S I Just want to say that in this special day, I want to share my joyfulness with u ,my best friend. Merry X’mas T wish u … SENT WISH TO YOUR FRIEND
  37. 37. Step 4 Go Kielh’s and exchange the card into a gift
  38. 38. For Kiehl's Brand Awareness Raising
  39. 39. womenSocial media sports
  40. 40. Women How do we affect men by women
  41. 41. Face to Face
  42. 42. Through Women to Educate Men
  43. 43. Face your Face
  44. 44. After using Kiehl’s…
  45. 45. Proud of your Face
  46. 46. Men have a Positive impression To Kiehl’s
  47. 47. Some men as stubborn as a mule
  48. 48. Strategic Alliance
  49. 49. WomenSocial media Sports
  50. 50. Sports We choose Sports as our partner
  51. 51. New Balance for Men’s Skin
  52. 52. What kind of effect can be brought to Kiehl’s

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