Kiehl's - Media Planning

ASSETS GOALS

EXPERIENCENEEDS

• Expertise in Pharmaceutical Manufacturing

• Leadership in Service• 160 year old Heritage Brand• ‘Cult’ Brand• Assets needed: More

brand awareness

• Personalized • Customized• “Try before you buy”• Long-lasting relationship• Making you feel good about

yourself• Builds trust

• Achieve 5.3% estimated annual growth rate for Kiehl’sfor next 5 years

• Obtain market size of $1,379,915 in 2 years which is 38% incremental sales from 2010

• Exceptional Service with Personalized Consultations

• Wide variety of efficacious and natural products

• To stand out/be different amongst the crowd

• Belonging to a socially active community

Source: Euromonitor

Seek

Involve

Act

Share

Natural, Unadorned and effective personal care

products

Create awareness of products through retail expression,

personalized service and sampling

philosophy

Commitment to customers and loyalty

programs

Higher Brand recognition by

making consumers

resonate with the Kiehl’scommunity

Retail Expression

Skin consultations

The Kiehl’s Experience

ABC

AMBITION

• Achieve 5.3% annual growth for Kiehl’s over the next 5 years, with an estimated 38% increase in sales.

BARRIER

• Stagnating growth of both the Kiehl’s brand and the beauty and personal care industry. (4.5% CAGR)

• Saturated North American and European markets.

CHALLENGE

• Creating brand awareness and acceptability for Kiehl’s in the emerging Asia Pacific Market to boost sales.

Source: Euromonitor

Brand Analysis

PHYSIQUE

-Natural Skincare and hair care

brand

-Quality product from long

research

RELATIONSHIP

-Trust

-Listening

-Customized Advice

REFLECTION

-People who take care of their

skin

-Feel concerned about

environment

PERSONALITY

-Expert innovator

-Natural product

-Concerned about environment

CULTURE

-American

-Family

-Values

-Expertise of a pharmacist

SELF IMAGE

-I feel good about myself

ESSENCE

Well being

PERSONALITY

Honest, Transparent, Warm, Family Focus

VALUES OF USERS

Environmental Concerns, Quality, A healthy body & spirit

EMOTIONAL REWARD

Well-being, Look rested, feeling adequacy, proud of its engagement

FUNCTIONAL BENEFITS

Quality, performance, pharmaceutical products, not harmful for skin and body

ATTRIBUTES

100% natural, environment friendly, Premium cosmetic products

BRAND IDENTITY PRISM BRAND BUILDING

BLOCKS

What are they saying?

How does the brand behave?

Luxury Cult Brand

Expertise and Innovation

Impeccable Customer Service

Larger than life philosophy

Encourage the atypical luxury consumer to embrace their individuality whole-heartedly

DO??

Kiehl’s creates

effective and unique

products for overall

well-being

Brand Dynamic

Consumer Insights

Botanical & Herbal

Moisturizing & Hydrating

DermatologicallyTested

Ethical/EnvironmentFriendly

Aromatherapeutic

29%

23%

21%

11%

6%

36%

36%

14%

4%

3%

Marketed as

1985

25%

1998

2011

52%

69%

Ev

olu

tio

n o

f th

e m

etr

ose

xu

alm

an

Men buying their own grooming

products

Source: GCI Magazine, Spire Research

- Using grooming products helps in

boosting self-esteem, gives them

confidence and an edge over the

others

- “Non-basic” skin care products such as

face masks and anti-agers will see strong

growth in the short term

- For simple colour cosmetics products

such as BB cream and CC Cream, this

will likely continue to gain acceptance

in some parts of Asia pacific like India,

East Asia.

- As men are usually not used to

numerous steps in skin care regime,

combination products will do well as it

helps to cut down on the number of

steps. All in one products.

-Grooming spas, salons, parlours for men

and women will see an increase

Source: Emerging Market Information Service

NPD Group Inc. / Consumer Tracking Service

Working Male / Female25 to 35 years old

SEC ASingle or Married

Follows latest trends in

Technology

Trendsetters among

their peer group

Adventurous and fun loving

Have a lot of restless energyLike to get out on weekends with friendsWant to explore the world and different

opportunities that life presents with their spouse

Are extremely image conscious and don’t mind spending extra on high quality products

They have a regimented grooming regime

Are Environmentally conscious and socially

aware

Follow

Earth Hour

Lead a healthy lifestyle

and are likely to invest in

organic food.

Workout regularly

Who are our consumers?

The Consumer’sGrooming Regime

“IN THE MORNING, I USE A DEEP PORE CLEANSING FACE WASH. AFTER MY WORKOUT I GO TAKE A SHOWER."

“IN THE SHOWER I USE A HONEY ALMOND BODY SCRUB, AND ON THE FACE AN EXFOLIATING GEL SCRUB."

"THEN I APPLY AN HERB-MINT FACIAL MASK WHICH I LEAVE ON FOR 10 MINUTES WHILE I PREPARE

THE REST OF MY ROUTINE."

"I ALWAYS USE AN AFTER SHAVE LOTION WITH LITTLE OR NO ALCOHOL, BECAUSE ALCOHOL DRIES YOUR FACE OUT AND

MAKES YOU LOOK OLDER."

"THEN MOISTURIZER, THEN AN ANTI-AGING EYE BALM FOLLOWED BY A FINAL MOISTURIZING PROTECTIVE

LOTION."

“We are unhappy

with the hollow and

misleading claims

made by

Organizations and

Brands”

Cultural Dynamic

Media mix for the consumer journey

Consumer Journey Map Notice Think Feel Act Share

Blogs

Website

Social [Facebook, Twitter, Instagram, Pinterest, Youtube]

Radio

Mobile

Email

Store

OOH

High Mid Low

Sample consumer journeyConsumer Journey Map Notice Think Feel Act Share

Blogs 3.Reads fashion blogs that

mentions Keihl's

9.Comments on fashion

blogs

Website2.Consumer then checks

out the website of the brand to know more about it

Social [Facebook, Twitter,

Instagram, Pinterest,

Youtube]

1.Consumer notices the

brand on social media through an online campaign

8.Shares his recent

purchase on social media/joins the

conversation

Radio

Mobile 4.Download's mobile app 7.Rates the product on

the app

Email

Store5.Consumer visits the store

and undergoes the Keihl'sexperience

6.Buy's product of

choice

OOH11. Brings a friend along

who starts his/her journey10.Attends the next

OOH event being held

Consumers unhappy with

hollow and misleading claims of

Companies, Brands and Organizations

Kiehl’s creates effective and

unique products

for overall well-being

Encourage people to support

genuine causes they believe in

Communication Platforms “

Free Sampling and

Grooming Experiences at

men’s sporting events

Editorials in high fashion

men’s magazines

Kiehl’s Grooming Guide

Mobile App

Kiehl’s

Rejuvenating

Grooming

Ateliers and Spa

Treatments

Kiehl’s Travel Kits for the

man on the move

Thank You

Kiehl's - Media Planning

Marketing

Transcript of Kiehl's - Media Planning