5. • Your Description Goes Here
Background
Irish Market
Very competitive with the
presence of established brands
(Clarins, Nuxe, Chanel, L'Oreal ...)
Opportunities for brands offering
innovative products and sectors still
few exploited
Growth of 15% by 2015
€ 497 million in 2010
According to Datamonitor
6. • Your Description Goes Here
Background
SEPHORA
•Sephora is a visionary beauty-retail concept founded in
France by Dominique Mandonnaud in 1970
•Owned by Louis Vuitton Moet Hennessy
(LVMH)
7. • Your Description Goes Here
Background
SEPHORA
More than 250 brands and 16 000
references
Sephora counts more than 600
stores in Europe and develops its
networks in the whole world such as in
China, in the USA…
1,300 stores in 27 countries worldwide
Sephora Ad
Greece 2011
9. • Your Description Goes Here
Internal
Environment
PRIMEFACT
M
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A
C
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PPEOPLE •“Science of Sephora” skilled employees
• Policy of diversity
IN TELLEC TU A L PR OPER TY
R
• Protected brand
PFINANCE
• Come from group Louis Vuitton Moet Hennessey
•1300 stores in 27 countries
The constant company growth shows evidence
of the company’s profitability
10. • Your Description Goes Here
Internal
Environment
PRIMEFACT
R
I
M
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F
A
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PR EPU TATION • Return policy Trustfull brand
• « The VIB Insider program » Loyalty program
RPETH OS
• Freedom to choose
• Providing personal advices
• Friendly & interactive
RPC OLLA B OR ATORS •Not direct collaborators but helped by
Louis Vuitton Moet Hennessey
11. • Your Description Goes Here
Internal
Environment
PRIMEFACT
R
I
M
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F
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• Testing new ways to reach clients through direct
mail/in-store campaigns
• Improve the link between physical stores and e-store
-Target women/men 20-40
-Product wide assortment of brands, vendors exclusives
-Closing stores in Germany and Japan in 2001/2002
PMA R K ET IN FOR MATION
MPA GILITY
• Japanese experience
But a lot of products choice Attract people
• Capable of taking opportunities
AMPTA LEN TS
12. • Your Description Goes Here
External
Environment
ICEDRIPS
C
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D
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ITAMPIN N OVATION
ITAMPSOC IA L TR EN D S
3 markets full of future promises
- Men cosmetics
- Bio cosmetics
- Ethno cosmetics
Organic, male, ethno and fair certified cosmetics
E-commerce
Nanotechnology
13. • Your Description Goes Here
External
Environment
ICEDRIPS
C
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P
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Main target
• Women 15 to 34
• Sensitive to different media, modes and
innovations
•“Hyper-connected” generation
• Like to test new products (80%) but loyal to their
fragrances (55%)
• Influence their family (82%) and are purchasing
advisors beauty for men (61%)
• Always need advice/information from experts
• Live in town
DITAMPD EMOGR A PH IC
14. • Your Description Goes Here
External
Environment
ICEDRIPS
C
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D
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S
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- Big shops
- Pharmacies
-Specialized stores
-Supermarkets
- Internet
• More than 3 million users of Internet/ 65,8%
of the population
• Poor broadband infrastructures
• Few Smartphone users
DITAMPC OMPETITOR S
CDITAMPIN FR A STR U C U R E
15. • Your Description Goes Here
External
Environment
ICEDRIPS
C
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D
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P
S
I
I
16. • Your Description Goes Here
External
Environment
ICEDRIPS
C
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-Economic crisis
-In 2015, the Irish make-up market is forecast to have a
value of $126.2 million, an increase of the 11.8% since
2010
CDITAMPR EGU LATORY
RCDITAMPECONOMIC
• Regulation No 1223/2009 :
Guaranteeing a high level of protection for consumers
17. • Your Description Goes Here
SWOT
Strengths
Weaknesses
Weaknesses
Sephora just close their shop
in England
Low brand recognition
High prices
Strengths
People : skilled employees
giving good advices
Reputation : trustful brand
Original concept : unique
Wide choice of products and
prices
Sell exclusive brand
18. s
• Your Description Goes Here
SWOT
Opportunities
Threats
Opportunities
No other brand in Ireland has
the concept of Sephora
A lot of potential customers
Trends like : men, bio and
ethno cosmetics.
Internet is a new tool to
communicate and sell
COO effects is good
Treaths
A lot of competitors
Economic issues
Small market
20. • Your Description Goes Here
Entry Mode
•Sephora doesn’t offer to develop its
business franchises.
•we want to coordinate the marketing
strategy in the European market which
enhances centralization.
27. Positioning
Lot of brands and own brand
Customers are invited to test all products
Help is offered only on request
Provide services according to customers’ needs
28. Positioning
Products can be return
Place you can trust
Lot of advantages and services proposed
VIP program and gift card
29. • Your Description Goes Here
Marketing
MIX : 7P
PROMOTION
PLACE
PHYSICAL
EVIDENCE
PEOPLE
PROCESS
PRODUCT
PRICE
30. • Your Description Goes Here
Marketing MIX
PRODUCT
Sephora will sell 200 different brands in addition to its own brand
• The range of product sell include:
- Makeup
- Skincare
- Fragrance
- Bath/Body
- Hair care
- Tools/Accessories
- Men
• Sephora’s product offering is able to meet the needs of a diverse set of
customers
• Exclusivity with cosmetic brands in Ireland
31. • Your Description Goes Here
Marketing MIX
PRICE
Sephora will offer a differentiated pricing model from middle to upper range
• Example: a customer who are looking for a lipstick with different budget
• the wide range of prices gives consumers different purchasing options
RANGE BRAND PRODUCT PRICE
Biggin range
the Tarte
Vitamin
8€
Middle range LORAC 19€
Upper range Lancôme 35€
32. • Your Description Goes Here
Marketing MIX
PROMOTION
Sephora will use various promotional means to influence customers to buy
or to be aware of our offer
Non-Medias Means
Sales promotion/ Animation
Organization of express action towards the customers
as the tries of products, the distribution of sample or
occasional offers as purchase voucher
Loyalty card
Sephora has 3 types of loyalty card (white, black, gold)
which are free and provide offers coupons,
discount…at different level
33. • Your Description Goes Here
Marketing MIX
PROMOTION
Medias Means
Billboards Sets up very creative poster campaigns to seduce at most our target.
Magazines Like « Cosmopolitan » to put in front of the flagship products.
Cinema the most effective media to touch all the population.
TV The essential media to promote Sephora’s products in channels like: E4…
Website Launch the www.sephora.ie website to sale and promote the offer.
E-mail/Newletter
About new product, in-store event, exclusive feedback based on customers
past purchase, age, skin type…
Social Network
Encourage user interaction with fans and followers, to give feedback, or to
play with them with giveaways.
Iphone/Ipad app
New tools to make purchases on line and be in touch with all the news about
Sephora’s brands.
34. • Your Description Goes Here
Marketing MIX
PLACE
• Store in Grafton street
• iPhone and iPad applications
SEPHORA
SEPHORA
SEPHORA
• Brick and Mortar Stores:
Dublin, Cork and Limerick
@: www.sephora.ie
• Online beauty website
35. • Your Description Goes Here
Marketing MIX
PEOPLE
• Staffs at Sephora create a relaxed
and friendly environment
• Experienced Staff by advising
customers but also by applying the
product to enhance customer
desire for the product
• The company constantly seeks to
hire a diversity of staff
36. • Your Description Goes Here
Marketing MIX
PHYSICAL EVIDENCE
Sephora will propose various physical evidence toward customers
• Testing the perfume before buying it
• Testing the makeup
• Trying on samples of lipstick, eye
shadow… before purchasing them
• Have samples
• Get makeup done by a professional
makeup artist
37. • Your Description Goes Here
Marketing MIX
PROCESS
We propose to develop the concept “Science of Sephora” in Ireland
• One of the other process is the welcoming of customers is the key of
succeed in Sephora.
Welcoming the customers with a real smile
Advising them by offering them personalized service
A positive state of mind
Skills and a good relational
38. • Your Description Goes Here
6. Conclusion
&
Recommendations
A different and new concept for the cosmetic Irish market
Concept similar in the European Market
We are thinking of entering the
UK market