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PLENTITUDE
LOREAL
Beauty products! Personal + Technology 300 mn $ on Research, 300 new patents Hair care distribution channels: beauty salons and mass outlets Skincare: Department and Specialty as well as mass Competitor: P&Gs Oil of Olay and Nivea
Asia 6%
AN INTRODUCTION
Key Problem Area Analyze if the French strategy will work in US?
Marketing product mix, premium pricing star system of investment Organizational structure
PLENITUDE
High end, superior performance but accessible 30% price premium US- Reduces signs of Aging 54% users in 40% of segment Stressed out and Age focused Positives L'Oreal brand, full product line
PROBLEMS
Product No Localization - Product designed for France market launched in US only with minor modifications. Problem of plenty Too many variants focussed on narrow segments resulting in a confused / non interested buyer. Over Delivery Product over delivered and hence overpriced compared to competition. Price Multiple price point- having 3 to 4 price points confused customers. Need to rationalize. Over Priced Product overprized for the target segment. Addressable Market - Only 40 % ( Stressed out & Age focussed Segment)
PROBLEMS
Place
No Salesperson Clearly hampered ability to communicate as PoP displays were poor substitutes. HBA section vs. Cosmetics Company had no prior relationship with HBA buyers. Took competition head on by being right next to Olay. Promotion Share of Voice 18.83% compared to 31% of competitor. Packaging - Lots of data. Suited for category with high involvement. But the mass segment is more visualize than verbalize. It gives our brand a therapeutic feel. Lost in Translation Messages just translated from French to US. Communication Focus Product ended up as an Treatment Product and less of a Daily Product
COMPETITIVE POSITIONING
Ponds
Older, down to earth
Oil of Olay
Traditional and generational
Loreal Plenitude
Caught in no mans land
The game
Brand Power L'Oreal The concept Plenitude The User and Market CHANGED!
R&D, Technology
MARKET SIZE
Increasing Trend in Total Retail Market for Moisturizers and Cleansers. Stagnancy in Plenitude sales for both category.
US MARKET ANALYSIS
Assumed that advertising spending in all brand used for moisturizers and cleansers Plenitude has poor advertising performance than Olay and Ponds Plenitude brand not strong recognized in US Market study divide consumers into 5 segments:
22% 17% 26% 17% 18%
ACCEPTOR/REJECTER STUDIES
Motivation for Trial Brand name cited Brand name meant Department store quality Respond to Product Formulas Young rejecters found it too heavy and greasy Didnt absorb into skin
Perception as Full Product Line Having large number of products but have plus and minus Individual products could be more helpful in through the line
Respond to Packaging Packaging seemed feminine and expensive look Confusing and have lot to read
Perceived Target Consumer Perceived targeted to older women Not for 20s, and maybe not even 30s
BRAND DEVELOPMENT
Taken from Exhibit 11
Brand
Aware
Ever Tried
Conversation Ratio
Currently User
Retention Ratio
96% 93%
91% 90% 78% 76%
77% 52%
68% 35% 23% 26%
80 56
75 39 29 34
34% 16%
23% 10% 7% 6%
44 31
34 29 30 23
Low Consumers Ever Tried Low Conversation Ratio Low Current Used Low Retention Ratio
COMPETITOR ANALYSIS
Aspects LOreal (Plenitude) Oil of Olay Ponds
Hard to understand
SWOT ANALYSIS
Weakness Strength
Great Research and Development Department Expertise in handling Cosmetics for years Known for Quality Superior Technological Products Lack of Awareness About L'Oreal Products in US Market Lack of Consumer Insight in US Market Confusing Packaging Too many Products posed confusion to Consumer
SWOT
Opportunity
Entering into mass channels Upscaling skincare business Available in speciality stores Launching new product Revitalift Eye to bring technological superiority.
Threat
Suitable skincare products for U.S market Pricing structure(Expensive) Competition with Ponds it is rated higher on availability and good value for money
Threat of substitutes
Low vertical competition.
Low threat
Moderate threat.
Threat of Competitors High no of competing firms (Eg ponds, P&G). Rivals sell similar product/service
High threat
PRODUCT
PLACE
PRICE
PROMOTION
PRODUCT
PLACE
PRICE
PROMOTION
PRODUCT
PLACE
PRICE
PROMOTION
PACKAGING
Simple packaging- Picture, Brand name, type of product Change the positioning statement from reduces the signs of ageing to something like younger looking skin locked down forever Model shown on the package should be young in her late 20s rather than on the modern women positioning as U.S mass perceive the product to be for the older women Single brand name followed by the type of product- Eg. LOreal Plentitude- moisturizer, cleanser, wrinkle defense, eye defense, treatment moisturizer rather than Excell-A3, Hydra Renewal, Action Liposomes that is beyond the understanding of the mass, leading to nothing but confusion Emphasize on the parent name Loreal than that of product linePlentitude as it has a higher connect among people Technological details along with user directions to be provided inside the pack and a lot of while space to be kept on the outer package
PRODUCT
PLACE
PRICE
PROMOTION
Product
Revitalift Face Eye Defense Wrinkle Defense Cream Excell Cream Hydra-Renewal Cream Jar
Size
1.7 oz. 0.5 oz. 1.4 oz. 1.4 oz. 1.7 oz.
% Volume
5,679,850 2,297,597 2,193,248 1,580,213 1,559,063
PRODUCT
PLACE
PRICE
PROMOTION
In drug stores and departmental stores, entire range of plentitude can be displayed.
Customer can get what they need for their skin In terms of understanding the technological aspects of the product, sales people can help them take a sound decision Product benefits and features can be effectively explained by the attendants making it customer centric & exclusive as against its players in the market Effective CRM can be established at these stores
Since Revitalift of Plentitude is doing good, make them available in all types of outlets by increasing the point of visibility
PRODUCT
PLACE
PRICE
PROMOTION
Price remains unchanged of LOreal product line Plenitude Selective pricing observed during promotion for customer attractiveness (refer Promotion slide) MRP remains unchanged
PRODUCT
PLACE
PRICE
PROMOTION
More towards technologically advanced Spend more on R&D to come out with the right product for their consumers
PRODUCT
PLACE
PRICE
PROMOTION
Positioning for the consumers who like to be highly involved(like to spend more money on themselves) More towards Stylish upper class
PRODUCT
PLACE
PRICE
PROMOTION
POINT OF PARITY
POINT OF DIFFERENTIATION For the consumer who love their skin and want to know more about the product to look young and beautiful (highly involved) For the people who think they are worth it They are technologically advanced For the upper class consumers Spend a lot on R&D Spend a lot on advertisements and for product support LOreal products are premium
PRODUCT
PLACE
PRICE
PROMOTION
SKUs in the form of sachets for sampling of moisturizers Cleaners coupled with moisturizers- Complementary offer Point of visibility at retail outlets. Eg. Counter Branding, flanches, shelf branding etc Use of Social media platform interactive website
Communicate the advantages of our treatment cream (it being thick and oily) Communicate about the different product lines and for what they must be used Develop a feedback forum- Accept the complains or suggestion of the consumers and address their grievances, if any
RECOMMENDATIONS PRODUCTS
Trimming productline: focus on mass products Re-formulating product basis customer feedback
CONSUMER
US consumer as opposed French are utility driven different positioning Promotions and campaigns to be localized for greater mass appeal
Leading range like REVITALIFT to be leveraged to promote other products More effective communication focused on product value to justify premium pricing
THANK YOU..!!
Group 3
Rajneet Kaur Rupani Ameet Khalsa Shraddha Nikam Akshay Patel Shivika Gupta Swati Joshi Anirban Ghosh Garima Malik Komal Suri Dewanshi Gautam Tejas Shinde