Market analysis: LA Roche-Posay

Brandstorm: LA Roche-PosayGroup 11 2eBA1Franco La MonicaDe Man AntoineVivian HuyberechtsCamilo Escudero

THE BRAND

Mission: A better life for sensitive skins

Active cosmetics MARKET

+4,4% of the mondial market beauty#1 France#2 Italy #3 Germany#4 SpainProgression since 2013:

+5,0% in the world

+3,0% in Western EuropeWestern Europe:

60% of the mondial marketof active cosmetics

Competitors and business performance

La Roche-Posay:Follower+ 14,5% of turnover in 20143 times faster than the european market

LeaderChallengerFollower

SWOT of La roche-posay

Our targetGirls 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

Our consumerCarla 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 doesnt go to the dermatologist because her studies give her no time.

40 problem

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 clients59% have at least one childSO :Our target will also be the moms because their will buy the traetment for his daughter.

Products

Facial skin products

Teenagers want to look beautiful, so they will use the products of their mom.

Our goals

Increase value of services

Our goals

Create a relationship with the brand

Boost the brand online

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

Advertising Samples at school

Advertising boards in the supermarkets and pharmacies

14

Our blogs

Focus on beauty blogs33, 8% of our target often visit beauty blogsPoeple 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

Skin genius APPWhy 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 peoples live easier or better?

Selfie correctorAugmented realityBought on the app

How will this help us achieve our company mission?

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.

The application

digital communitySocial networks

Forum on the official website

Ambassador of the brand

Emma Watson

25 years old

Icon of beauty

Image of a good girl

Use his

website

eCommerce website

Responsive design

Rate of the product

Presence of the community thanks to the forum

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

Leaderboards

Media planning: Sites and budget Women and youths websites Size: Leaderboad, MedRect and Splash Budget: 300 000

30 joursMoyenne 25,7Moyenne 2,2

Media planning: calendar

Video

bibliographyAMA, 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 dment 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.