Media Planning for Kiehl's : - The Media, Advertising, Consumer Relationship - Brands, Markets and Consumer Understanding - Objective setting and Budgets - Media Weights and Scheduling Strategies - Consumer Engagement and Digital Media - Principles of Planning Media Strategy - Media Mix decisions - Media Plan

1. INTRODUCTION TO
MEDIA PLANNING
Aniruddh | Anu | Paarmi | Nikhil | Saarini | Surabhi
Shraddha | Aritrika | Vasundhara | Anais| Gaurav
Group No. 4

2. 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’s
for 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

3. 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’s
community
Retail Expression
Skin consultations
The Kiehl’s Experience

4. 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

5. 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

6. What are they saying?

7. 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??

8. Kiehl’s creates
effective and unique
products for overall
well-being
Brand Dynamic

9. Consumer Insights
Botanical & Herbal
Moisturizing &
Hydrating
Dermatologically
Tested
Ethical/Environment
Friendly
Aromatherapeutic
29%
23%
21%
11%
6%
36%
36%
14%
4%
3%
Marketed
as
1985
25%
1998
2011
52%
69%
Evolutionofthemetrosexualman
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

10. Working Male / Female
25 to 35 years old
SEC A
Single or Married
Follows latest trends in
Technology
Trendsetters among
their peer group
Adventurous and fun loving
Have a lot of restless energy
Like to get out on weekends with friends
Want 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
organicfood.
Workoutregularly
Who are our consumers?

11. The Consumer’s
Grooming 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."

12. “We are unhappy
with the hollow and
misleading claims
made by
Organizations and
Brands”
Cultural Dynamic

13. 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

14. Sample consumer journey
Consumer Journey Map Notice Think Feel Act Share
Blogs 3.Reads fashion blogs that
mentions Keihl's
9.Comments on fashion
blogs
Website
2.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
Store
5.Consumer visits the store
and undergoes the Keihl's
experience
6.Buy's product of
choice
OOH
11. Brings a friend along
who starts his/her journey
10.Attends the next
OOH event being held

15. 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

16. 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

17. Thank You