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。

2. WARNING!

3. 100 Slides

4. Market
↓
Product
↓
Strategy

5. MARKET

6. Metrosexual has become a trend nowadays.

7. Men have their own specific Magazine which
introduce clothing,grooming,hair style.

8. 200 billions

9. 3~5% Growth per Year

10. The only thing
you can not do is ignoring it

11. Opportunities in Taiwan
•Technology
•Envirnoment
•Geography

12. Social Media is the main channel
of information.
Technology

13. We can get grooming
information easily.
Enviroment

14. Geogrophy
Taiwan is the center of Asia

15. But how to develope from
Local to the Global?

16. •State of Etiquette
•Great Working Pressure
•Long Working hours

17. Asia
North
America
Western
Europe
Eastern
Europe
Middle
East
9%
62%
26%
2%
1%
Global Men’s Skin Care Sales

18. 60% of Men still claim
they have Problems
when they buy
Counter skin care products

19. 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

20. ACTIVE
INDEPENDERS
POLISHED
PROFESSIONAL
CURIOUS
LAGGARDS
AFFLUENT
ADOPTERS
CONTENT
LAGGARDS
TRENDY
INNOVATORS
Segmentation
Groups Size
Spend
Old People
AFFLUENT
ADOPTERS
TRENDY
INNOVATORS

21. 24 < Male < 40
High average income
High willingness to try
Following the latest trend
Online & Social media
Target Groups

22. PRODUCT
Simple and Total Solution

23. Top

24. On-line Shopping
Explosive of Men’s On-line Shopping

25. Men's
Feeling & Behavior

26. Pharmaceutical Store
Convenient
One-Stand to Buy

27. Department Store
Slowed Down
growth rate…

28. Men‘s Attitude

29. NIVEA
Neutrogena
GASTBY
Men’s Biore
UNO
Competitors
Mass Market

30. TOP 2 SALES BRANDS IN MASS MARKET
NIEVA
Neutrogena
Convenience
Products
Educate Kiehl’s

31. MARKETING MISSION
SUB-BRAND TO MASTER BRAND

32. Women
vehicle
Social media
Sports

33. Our Target used to
obtaining information on Social Media
Social Media

34. Spread your joy

35. STEP1: select one friend
who you want to send a wish
SEARCH

36. 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

37. 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

38. Step 4
Go Kielh’s and exchange the card into a gift

39. For Kiehl's
Brand Awareness
Raising

40. womenSocial media sports

41. Women
How do we affect men by
women

42. Face to Face

43. Through Women to Educate Men

44. Face your Face

46. After using Kiehl’s…

47. Proud of your Face

48. Men have a
Positive impression
To Kiehl’s

49. Some men as stubborn as a mule

52. Strategic Alliance

53. WomenSocial media Sports

54. Sports
We choose Sports as our partner

55. New Balance for Men’s Skin

58. What kind of effect can be
brought to Kiehl’s