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The Alpha Team
Jamie Valinoto , Tanisha Bruno, Ju Lee, James Moreno and
Kristine Waliniski
Positioning Statement
A quality hydrating face cream for women who have suffered with dry
skin for years – the end-all of solutions.
Objectives
• Gather research to find out who the target audience is/should
be for Ultra-Rich Face Cream
• Find insight as to how it should be positioned
• Explore the potential for developing an integrated marketing
communication program
Qualitative Research
Conducted
Method
Twenty-five interviews were conducted amongst women ages 18-
34. These women are current users cosmetics or face creams.
The groups ranged from students, to women of the workforce
with at least a high school education. The interview consisted of
twenty questions and lasted for roughly half an hour. The
samples of women were selected in New York City and the
surrounding area.
Qualitative Research Findings
Influences in purchase of a new product:
• Most women said their mother is their influencer when it
comes to the purchase of a new skincare product.
• Friends are also an important word-of-mouth-influence
• Internet recommendations and product reviews weigh heavily
in the decision making process for face products
• Trials and free samples of products
Qualitative Research Findings
Skin problems that face creams are sought to correct:
• Acne
• Dry
Generally, women would rather their face creams focus on fixing
one attribute rather than many
Loyalty
Some women have been loyal to a handful of different brands
throughout their life
Qualitative Research Findings
Price
• If a product gets better reviews, many customers are willing to
spend more on that product
• Face creams are seen as an “investment”, and are generally
considered worth the high prices
Qualitative Research Findings
Location/type of store:
• Women frequently shop at drugstores for products such as
gentle cleansers or non-abrasive exfoliators
• Department stores and boutiques are where most women go
for specialty products such as face creams
• The two most mentioned stores for specialty face care
products were Sephora and Nordstrom
• The most visited store for common products was Duane Reade
Qualitative Research Findings
Benefits of products:
• Generally, women would rather their face creams focus on
fixing one attribute rather than many
• Those who like their products to be multi-functional say the
product saves on costs
• Nearly all women seek out a product to fix a problem they
have struggled with for a long period of time
Qualitative Research Findings
Important attributes in the purchase decision for skincare
products:
• Brand
• Price
• Location/type of store
• Benefits of product
• Ingredients
• Consistency and scent of physical product
Conclusions
• The 18-34 age group is better for this type of product due to
the common skin care problems it claims to remedy.
• This demographic is likely to spend more on a product such as
this due to its benefits and the type of specialty product that it
is.
• The criteria most women use when buying skin cream are
benefits of products, price, scent, and word-of-mouth
recommendations.
Recommendations
• Not positioning this product using natural ingredients or as
anti-aging is more beneficial to this audience
• This product needs to target women who have suffered with
dry skin for years—positioned as the end-all of solutions
• The marketing campaign should appeal to the mothers of the
users as well.
• Focus on generating trials rather than obtaining brand loyalty
as many women constantly switch face creams
Quantitative Research
Conducted
Method
• After conducting twenty-five interviews amongst women ages
18-34, we created a ten question survey to help provide
insights as to what drives consumers to purchase their face
creams. This survey was created online (SurveyMonkey.com)
and distrusted using social media (Facebook) and email. After
50 anonymous people completed to the survey, we collected
the data and analyzed through graphs and comparisons.
Through the respondent’s answers, we come up with
recommendations to the objectives.
Quantative Research Findings
4%
21%
27%
12%2%
6%
12%
4% 6%
4% 2%
Age of Respondents 18
19
20
21
22
23
24
25
26
28
55
Quantitative Research Findings
44
30
22
0
4
0 10 20 30 40 50
Drugstores
Boutiques
Online
Infomercials
Other
Location of Purchase
% Respondents
Quantative Research Finding
92%
8%
Brand Purchase
Use Multiple
Brands
Use one brand
Quantative Research Findings
0
20
40
60
% Respondents
34
8
58
Importnace of Ingredients
Prefers Natural
Ingredients
Prefers Chemical
Ingredients
No Preference
Quantative Research Findings
0 10 20 30 40
Acne Correction
Hydrates Dry Skin
Sensitive Skin Solution
Anti-Wrinkle/Anti-Aging
Self Tanner
28
37
26
7
2
Product Features
% Respondents
Quantative Research Findings
0
10
20
30
40
50
60
70
80
90
% Respondents
Considerations
Price
Quality
Benefits
Brand
Specific Purpose
Other
Quantative Findings
8%
12%
28%
16%
28%
8%
Purchase Frequency
Once a Year
Every 6 Months
Every 3 Months
Quantative Research Findings
0
5
10
15
20
25
30
20
25
30
35
40
45
50
55
60
65
70
75
80
85
90
100
150
%Total
Price ($)
Price Maximum
% Respondents
Quantative Research Findings
0 10 20 30 40 50 60
Magazine
Online
Family
Friend
Other
Recommended From
% Respondents
Conclusions
• The average age of respondents was 24. So, in order to penetrate this young market,
L’Occitane must consider their needs and usages
• Overall, the benefits is the most important factor this demographic considers
when purchasing a face cream. Most of them need a product that hydrates their
dry skin.
• Consumers prefer word of mouth to traditional print or TV advertising when deciding
on what cream to purchase. They trust the recommendations coming from a person
rather than from the brand itself.
• These consumers use their face creams primarily in the morning, and purchase a new
product when their current one runs out. They are not brand loyal, when buying face
creams.
• A majority of the Respondents did not care what ingredients are in their face cream
(natural vs. chemical).
• Respondents are willing to pay no more than $50 on face cream.
Recommendations
Therefore the following should be considered:
• To position this face cream, it should be advertised as quality
hydrating cream for young adults.
• The brand must strengthen the power of word of mouth and provide
its customers with the tools to share their success stories in using
the cream.
• Since, many are not loyal to a specific brand, L’Occitane must reach
the consumer roughly every three months and consider the
customers as ‘switchers’.
Target Group Description
Women between the ages of 18 to 35 who are employed or
currently in some college. They frequently purchase skin care
products with a main concern of hydrating their skin.
Tagline
Wonderfully hydrating – its been said before that nothing
moisturizes like this
IMC Recommendations
Price: $42
Product: An integrated marketing communication program that
puts emphasis on hydrating.
IMC Recommendations
Place
L’Occtaine boutiques
Department stores
Promotion
Advertising
• Magazine inserts in Allure, Glamour and Cosmopolitan
• Direct Marketing
Public Relations
• Sending product to bloggers to review
• Mother Daughter In store Spring Event
Thank You!

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Marketing Research for L'occitane's Ultra-Rich Face Cream

  • 1. The Alpha Team Jamie Valinoto , Tanisha Bruno, Ju Lee, James Moreno and Kristine Waliniski
  • 2. Positioning Statement A quality hydrating face cream for women who have suffered with dry skin for years – the end-all of solutions.
  • 3. Objectives • Gather research to find out who the target audience is/should be for Ultra-Rich Face Cream • Find insight as to how it should be positioned • Explore the potential for developing an integrated marketing communication program
  • 4. Qualitative Research Conducted Method Twenty-five interviews were conducted amongst women ages 18- 34. These women are current users cosmetics or face creams. The groups ranged from students, to women of the workforce with at least a high school education. The interview consisted of twenty questions and lasted for roughly half an hour. The samples of women were selected in New York City and the surrounding area.
  • 5. Qualitative Research Findings Influences in purchase of a new product: • Most women said their mother is their influencer when it comes to the purchase of a new skincare product. • Friends are also an important word-of-mouth-influence • Internet recommendations and product reviews weigh heavily in the decision making process for face products • Trials and free samples of products
  • 6. Qualitative Research Findings Skin problems that face creams are sought to correct: • Acne • Dry Generally, women would rather their face creams focus on fixing one attribute rather than many Loyalty Some women have been loyal to a handful of different brands throughout their life
  • 7. Qualitative Research Findings Price • If a product gets better reviews, many customers are willing to spend more on that product • Face creams are seen as an “investment”, and are generally considered worth the high prices
  • 8. Qualitative Research Findings Location/type of store: • Women frequently shop at drugstores for products such as gentle cleansers or non-abrasive exfoliators • Department stores and boutiques are where most women go for specialty products such as face creams • The two most mentioned stores for specialty face care products were Sephora and Nordstrom • The most visited store for common products was Duane Reade
  • 9. Qualitative Research Findings Benefits of products: • Generally, women would rather their face creams focus on fixing one attribute rather than many • Those who like their products to be multi-functional say the product saves on costs • Nearly all women seek out a product to fix a problem they have struggled with for a long period of time
  • 10. Qualitative Research Findings Important attributes in the purchase decision for skincare products: • Brand • Price • Location/type of store • Benefits of product • Ingredients • Consistency and scent of physical product
  • 11. Conclusions • The 18-34 age group is better for this type of product due to the common skin care problems it claims to remedy. • This demographic is likely to spend more on a product such as this due to its benefits and the type of specialty product that it is. • The criteria most women use when buying skin cream are benefits of products, price, scent, and word-of-mouth recommendations.
  • 12. Recommendations • Not positioning this product using natural ingredients or as anti-aging is more beneficial to this audience • This product needs to target women who have suffered with dry skin for years—positioned as the end-all of solutions • The marketing campaign should appeal to the mothers of the users as well. • Focus on generating trials rather than obtaining brand loyalty as many women constantly switch face creams
  • 13. Quantitative Research Conducted Method • After conducting twenty-five interviews amongst women ages 18-34, we created a ten question survey to help provide insights as to what drives consumers to purchase their face creams. This survey was created online (SurveyMonkey.com) and distrusted using social media (Facebook) and email. After 50 anonymous people completed to the survey, we collected the data and analyzed through graphs and comparisons. Through the respondent’s answers, we come up with recommendations to the objectives.
  • 14. Quantative Research Findings 4% 21% 27% 12%2% 6% 12% 4% 6% 4% 2% Age of Respondents 18 19 20 21 22 23 24 25 26 28 55
  • 15. Quantitative Research Findings 44 30 22 0 4 0 10 20 30 40 50 Drugstores Boutiques Online Infomercials Other Location of Purchase % Respondents
  • 16. Quantative Research Finding 92% 8% Brand Purchase Use Multiple Brands Use one brand
  • 17. Quantative Research Findings 0 20 40 60 % Respondents 34 8 58 Importnace of Ingredients Prefers Natural Ingredients Prefers Chemical Ingredients No Preference
  • 18. Quantative Research Findings 0 10 20 30 40 Acne Correction Hydrates Dry Skin Sensitive Skin Solution Anti-Wrinkle/Anti-Aging Self Tanner 28 37 26 7 2 Product Features % Respondents
  • 19. Quantative Research Findings 0 10 20 30 40 50 60 70 80 90 % Respondents Considerations Price Quality Benefits Brand Specific Purpose Other
  • 22. Quantative Research Findings 0 10 20 30 40 50 60 Magazine Online Family Friend Other Recommended From % Respondents
  • 23. Conclusions • The average age of respondents was 24. So, in order to penetrate this young market, L’Occitane must consider their needs and usages • Overall, the benefits is the most important factor this demographic considers when purchasing a face cream. Most of them need a product that hydrates their dry skin. • Consumers prefer word of mouth to traditional print or TV advertising when deciding on what cream to purchase. They trust the recommendations coming from a person rather than from the brand itself. • These consumers use their face creams primarily in the morning, and purchase a new product when their current one runs out. They are not brand loyal, when buying face creams. • A majority of the Respondents did not care what ingredients are in their face cream (natural vs. chemical). • Respondents are willing to pay no more than $50 on face cream.
  • 24. Recommendations Therefore the following should be considered: • To position this face cream, it should be advertised as quality hydrating cream for young adults. • The brand must strengthen the power of word of mouth and provide its customers with the tools to share their success stories in using the cream. • Since, many are not loyal to a specific brand, L’Occitane must reach the consumer roughly every three months and consider the customers as ‘switchers’.
  • 25. Target Group Description Women between the ages of 18 to 35 who are employed or currently in some college. They frequently purchase skin care products with a main concern of hydrating their skin.
  • 26. Tagline Wonderfully hydrating – its been said before that nothing moisturizes like this
  • 27. IMC Recommendations Price: $42 Product: An integrated marketing communication program that puts emphasis on hydrating.
  • 28. IMC Recommendations Place L’Occtaine boutiques Department stores Promotion Advertising • Magazine inserts in Allure, Glamour and Cosmopolitan • Direct Marketing Public Relations • Sending product to bloggers to review • Mother Daughter In store Spring Event