Loreal Multivitamins
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Transcript of Loreal Multivitamins
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Brandstorm2013
The beautyquest onSouth EastAsia
AMORNRAT S. PATRAPAT !. AP"!#A$A P.
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Objectives
Capturing ASEANs
growing personal care market
High growth rates High penetration rates
Existing Local PresenceUntapped market segments
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ASEAN hair products
Market Size| from 2011 sales 4!"4#$ %illion &S'
27.07% (12!$#!)
3.6% (1!*#+)
0.33% (1$#2)
!"."%(212"#1)
0.7% (4"$#,)
0.26% (12#2)
#aircare
#airSt$i&'
2-in-1 pro.ucts
Con.itioners
Shampoos
Hair loss treatments
Salon Hair Care !.(% (,*$#!)
/erms an. elaants
Colorants
Stling Agents (.2"% (,*$#!)
No&)e*iste&t i& +,Orea -aris
eci&i&'
eci&i&'
-O/EN/A+
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1overa'e
/ar'eti&'
3outhfulnessan. innoation
At ounger.emographics
health-consciousan. actie
1o&verti&'
5eaut intomainwellness
concerns
Consumerloalt right atthe start of theirspen.ing power
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1o&suers
ising Midde 1ass purchasing power
&creasi&' spe&di&' on perso&a carepro.ucts
'esire to maintain heath$ iest$es
Consumer 6ackgroun.
Consumer /reference
7nformation Source
1areer)orie&ted an. e4er arria'es
8reater eposure to o&i&e edia
7ncreasing leel of pressurefrom work 9 families
Eco-consumerism
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Hair care pro.uct concerns:- 5ra'ra&ce
Massti'e;ualit glamorous 5ran.e. goo.s ataffor.a5le prices
1o&suers
aue-seeking effectieness-seeking
-reiu ia'e an. luur aspirers
&ter&atio&a bra&d preference
Consumer /reference
7nformation Source
Consumer 6ackgroun.
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nline sources9 /'As
Consumer 6ackgroun.
1o&suers
7nfluencers: salon hair.ressersan. online 5eaut gurus
Consumer /reference
7nformation Source
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Stu.ing
=orking
eputa5le7mage
S/8ESS
7s this the kin. of life ou epecte. to lie?
ASEAN 1uture Achievee&t
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ASEAN tre&d Suppee&ts
@he SEA health supplements in.ustr isoer 9." biio& market is epecte. togrow at an a&&ua rate o 0%#
@he maBorit is taking steps to lea.heath$ iest$es incorporating regular
eercise an. eating lower fat healthier .iets#
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Start checki&' 4ork)ie baa&ce...
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-roduct escriptio&
makes hair full of italit
itai&s -ro):"; --
gies hair a 5urst of natural shine
erivative o itai& E
Strength
Shine
italit
NNOA/ON
D=oul. recoe&dthis to a frien.#
DEffortlessl rinse. awa to leae m hair feelings
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Strate'ic irectio&
S/8EN=/#S Fea.er in cosmetic in.ustr
Strong an. well-knownworl.wi.e 5ran. recognition High G' Consistent ;ualit pro.uct 'iersifie. portfolio
>EA?NESSES Fack proper marketing
communication in SEA Non-associa5le 5ran. imagenot catering to local nee.s
&S/ unsuita5le for SEA %inimal .ifferentiation from
other 5ran.s
/#8EA/S 6ran. canni5aliation Competition from local 5ran.s 7nternet retailing eases coming
of entrants /rice competition
O--O8/@N/ES Asset leerage SEA emerging market &nmet hair issues Higher spen.ing on personal
care Eco-consumerism 7nnoation
-roducteveope&t
/ackaging
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1opetitor A&a$sis -roductitamin /ro-
Smoothen an. strengthen hair
Messa'e8ie the something worthwhile to hair
/hee%o.ern women in relaing setting
Cosmetic Shin hair long lasting hair health
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1opetitor A&a$sis I1 market share in SEA
@op normal cleaning shampoo Eperience 5eautiful hair with " hair eperts glo5all
eal solutions to womenJs eer.a hair nee.s eerwhere
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1opetitor A&a$sis Fargest premium shampoo Kmil. soap contents for .ail
hair care with su5stantiall high price 'amage control .eepl nourishes 5reakage hair 5 epert
Messa'eKeal 6eaut from eal Care
Eer woman can 5e prett in their own wa
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1o&suer Se'e&tatio&
&r5an LLL 7mageConscious
ural LL SeekConenience
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-roduct -rice
6io.egra.a5le
"00ml "0200,$0 $00ml
,$0 $00ml 200 ,$0ml
"ml "0200,$0 $00ml
200 ,$0ml
1it$4eer
@pto4&4eer
Halal Fa5elSachets
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-ace
Hpermarket Supermarket /ersonal CareStore
%om an. /opStore
Supermarket ConenienceStore
1it$4eer
@pto4&4eer
ConenienceStore
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-ace ) She -acee&t
Eesight leel
%o.ern @ra.e
@C at />/
erticall fromtop to 5ottom
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-ace ) She -acee&t
@ra.itional @ra.e
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M1
M1 Objectives
Messa'e
DEnrich our hair with %ulti-itamins
for a 5urst of natural shine an. italit
%ore localie. %ore outhful
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M1 B . -reau&ch
>ersie. 6uil.ing =rap
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M1 ) . &troductio&
-roduct +au&ch
Abassador criteria: @op cele5rit
Fooks health
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M1 ) . &troductio&
/1
Mood >erBoe. an. confi.ent
/o&e Clean white green gol.en setting
So&''iamon.s Mihanna
DEnrich our hair withMulti-Vitamins for a 5urst of natural shine an. italit
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M1 ) . &troductio&
-ri&t Ads
:a&&er Ads
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M1 ) . &troductio&
&teractive Ad -hoto :ooth
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M1 ) . =ro4th &ue&cers revie4 product o&i&e
M1 ) . Maturit$ Seaso&a iscou&t at upscae retaiers to o a&d pop stores
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:ack up