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Brandstorm la-roche-posay-g11-ultimate
- 1. BRANDSTORM: LA ROCHE- POSAY Group 11 2eBA1 Franco La Monica De Man Antoine Vivian Huyberechts Camilo Escudero
- 2. THE BRAND Mission: A better life for sensitive skins
- 3. ACTIVE COSMETICS MARKET +4,4% of the mondial market beauty #1 France #2 Italy #3 Germany #4 Spain Progression since 2013: +5,0% in the world +3,0% in Western Europe Western Europe: 60% of the mondial market of active cosmetics
- 4. COMPETITORS AND BUSINESS PERFORMANCE La Roche-Posay: Follower + 14,5% of turnover in 2014 3 times faster than the european market Leader Challenge r Follower
- 5. SWOT OF LA ROCHE-POSAY
- 6. OUR TARGET Girls between 15 and 25 years old Most of teenagers have skin problems 74,1% did ever buy a La Roche-Posay product 96,3% of them spend less than 40€/month for cosmetics products
- 7. OUR CONSUMER Carla is 18 years old. She comes from a wealthy family. She is a student. She lives alone on an university campus. She wants to look beautiful to find the love. She uses a lot of make up bought by his mom to hide her skin problems, but now she wants a real solution. But she doesn’t go to the dermatologist because her studies give her no time.
- 8. 40€ PROBLEM
- 9. OUR SOLUTION We know: - 75% of people between 15 and 25 years old knew the brand by their family - 2453€ per month is average salary of active cosmetics clients -59% have at least one child SO : Our target will also be the moms because their will buy the traetment for his daughter.
- 10. PRODUCTS Facial skin products Teenagers want to look beautiful, so they will use the products of their mom.
- 11. OUR GOALS Increase value of services
- 12. OUR GOALS Create a relationship with the brand Boost the brand online
- 13. HOW TO TARGET OUR CLIENTS? Advertising at schools, supermarkets and pharmacies Blogs Smartphone application Creation of a digital community Ambassador of the brand eCommerce website Media planning Video
- 14. ADVERTISING Samples at school Advertising boards in the supermarkets and ph
- 15. OUR BLOGS • Focus on beauty blogs • 33, 8% of our target often visit beauty blogs • Poeple who follow blogs trust their favorite bloggers. Our purpose is to build public confidence but also use the fame of youtubers and bloggers. Partnership with bloggers and youtubers
- 16. SKIN GENIUS APP Why will people download and use this product? Why we are building this ? 91,2 % have a smatphone 56,4% use beauty app How will this make people’s live easier or better? Selfie corrector Augmented reality Bought on the app How will this help us achieve our company mission?
- 17. USER STORY (SUPPRIMER) One day Carla discovers the skin genius app. She downloads it and take a selfie. The app shows her the benefits she could have. Clara buys the product with the app and follow the treatment suggested. Weeks later, Clara has a perfect skin thanks.
- 18. THE APPLICATION
- 19. DIGITAL COMMUNITY Social networks Forum on the official website
- 20. AMBASSADOR OF THE BRAND Emma Watson 25 years old Icon of beauty Image of a good girl Use his
- 21. WEBSITE eCommerce website Responsive design Rate of the product Presence of the community thanks to the forum
- 22. MEDIA PLANNING Leaderboards, MedRect and Splash present on websites focused on women and medicine 1 month before summer holidays 49,3 % of the people look a bit the adverts on internet 37,7% of user click on the ad when this one interest them
- 23. LEADERBOARDS
- 24. MEDIA PLANNING: SITES AND BUDGET Women and youth’s websites Size: Leaderboad, MedRect and Splash Budget: 300 000€ 30 jours Moyenne 25,7€ Moyenne 2,2€
- 26. VIDEO
- 27. BIBLIOGRAPHY AMA, « SWOT ANALYSIS FOR LA ROCHE-POSAY », on http://amandeepgill- journal.tumblr.com/post/23096200199/swot-analysis-for-la-roche-posay, consulted the 14th October of 2015 at 15:10. INF, « INFOGRAPHIES », on http://www.loreal.fr/Media/Infographies?Type=2401, consulted the 14th October of 2015 at 16:25. LAR, « La Roche-Posay, une croissance qui ne se dément pas » on http://www.loreal.fr/media/beauty-in/beauty-in-cosm%C3%A9tique-active/de-la- source-aux-produits/la-roche-posay--une-croissance-qui-ne-se-d%C3%A9ment- pas, consulted the 13th October of 2015 at 22:00. LARO, « La Roche-Posay », on http://www.loreal.com/brand/active-cosmetics- division/la-roche-posay, consulted the 13th October of 2015 at 22:15.