Brandstorm la-roche-posay-g11-ultimate

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Brandstorm la-roche-posay-g11-ultimate

  1. 1. BRANDSTORM: LA ROCHE- POSAY Group 11 2eBA1 Franco La Monica De Man Antoine Vivian Huyberechts Camilo Escudero
  2. 2. THE BRAND Mission: A better life for sensitive skins
  3. 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. 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. 5. SWOT OF LA ROCHE-POSAY
  6. 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. 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. 8. 40€ PROBLEM
  9. 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. 10. PRODUCTS Facial skin products Teenagers want to look beautiful, so they will use the products of their mom.
  11. 11. OUR GOALS  Increase value of services
  12. 12. OUR GOALS  Create a relationship with the brand  Boost the brand online
  13. 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. 14. ADVERTISING  Samples at school  Advertising boards in the supermarkets and ph
  15. 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. 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. 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. 18. THE APPLICATION
  19. 19. DIGITAL COMMUNITY  Social networks  Forum on the official website
  20. 20. AMBASSADOR OF THE BRAND Emma Watson  25 years old  Icon of beauty  Image of a good girl  Use his
  21. 21. WEBSITE  eCommerce website  Responsive design  Rate of the product  Presence of the community thanks to the forum
  22. 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. 23. LEADERBOARDS
  24. 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€
  25. 25. MEDIA PLANNING: CALENDAR
  26. 26. VIDEO
  27. 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.

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