objective2 lancome brand portfolio 3 new product proposal 4 promotion 1our focus ・moisture...
TRANSCRIPT
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New Product Development<Objective>
To increase LANCOME 's domestic market share.
To develop the new field of body care by introducing a new product.
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The New Opportunityin the Body Care Market
Maki Takagi
Yosuke Miura
Yumiko Komine
Team Toricot
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contents
1 Our Focus
2 LANCOME Brand Portfolio
3 New Product Proposal
4 Promotion
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1 Our Focus
・ Moisture・ Whitening・ Sensitive Skin・ Sliming・ Aroma
a. Classification of the Body Care Product
185000
190000
195000
200000
205000
210000
215000
220000
225000
'98 '00 '02 '04
Anti-Aging Care Market 1998~2005
・ Anti-Aging
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- a female eternal theme -b. Anti-Aging Care
Target : Woman in late 20’sEffect : Improvement of wrinkle and slack
UV rays, Drying、Irregular lifeStress、Air pollution
A factor except aging Person who feels decline
of skin from her 20’s82.7%
wrinkleand slack
Aging symptom
It is 32.3 years oldthe decline of the skin actually starts. But
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" You never wanna get your neck wrinkled,you know… "
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73.5%73.5%
80.3%
“ I am not confident ofthe beauty of the neck.“
(150 women of 20-60 years)
“I want to try to do care for exclusive use of a neck”
(150 women of 20-60 years)
“I judge age of others from a neck”(53 women of 40-60 years)
c. Result of the Survey
62.7%
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Necessity of neck care product
The skin of the neck : compared with the face ・・・
A wrinkle peculiar to a neck appears.
d. The Mechanical Differences
Moving A LotDeep TextureThin Skin
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e. Conclusion
" A woman in late 20’s"
becomes a new market of
" Anti-Aging Neck Care".
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2 LANCOME Brand Portfolio
Luxury, Excitement, Modernity
Career Woman in late 20’s
<Target>
Active Stressful
High Consciousness
<Brand>
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a. LANCOME merchandise catalogue
Aroma
Anti-aging
Special care
Whitening
Sliming
Moisture
neckeyeswholeface
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a. LANCOME merchandise catalogue
Aroma
Anti-aging
Special care
Whitening
Sliming
Moisture
neckeyeswholeface
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Perfume
Stress
Technology
b. LANCOME strength
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3 New Product Proposal
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a. New Product Positioning in LANCOME
1.Completion of LANCOME Product Portfolio
↓Offer of integrated beauty product
2.Differentiation with a competing brand
3.Enhance synergistic buying willand sell it
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b. Product Concept
Escalieur de Secret
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Target : Career Woman in late 20’s
Usage : Easy-to-use
Performance : High effect in Anti-Aging Care
Price : Middle~High
Design : Emotional
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c. Appearance <Pack Sheet><Spray> Positive
Style&
Curve of Soft Woman
Feeling Luxury&
Further Care Escalieur de Secret
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Smells like a rose
d. Contents
<Fragrance>Rosewood
Stress cancellation
Effective in aging care
Mist TypeWithout Sticking
Aging CarePassing Through
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e. How to use it ? - mist -
Good Scent!
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f. How to use it ? - Pack Sheet -
Pack
+Special care !Weekly
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Night
I’m tired…
g. When do you use it?
Bath time
Shu…
I sleep well.and
My neck is sleek,
Night
I’m sleepy, but…
Morning
Shu!!
Good morning!
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h. Place & PricePlace
1 LANCOME Shop in a Department Store2 Web3 Mobile Site
Price
Set ¥6000Single ITEM main unit ¥5000
pack sheet ¥1200
Capacity : 70ml
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4. PROMOTION
1. Message Board
2. Advertisement in the Whole City
3. Tie-up with Luxury Brand
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LOOK YOUR NECK?
Message
Door
A passage
impressive for
a consumer
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Escalierde
Secret
美しく、時を重ねる
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Use a whole city- 8:00 p.m.-
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Advertisement in a whole City
Lighting on buildings
On building board
LANCOME
office
station
Main
board
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It is not only a jewel that shine.
LANCOME&JEWEL SHOP’s NAME
Tie-up with Luxury Brand
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A sale start
Winter Spring Summer Fall Winter
・From the second year, we perform an advertisement continuing sales of an article.
Spring
2%&
40hundredsMillion yen
LANCOME will be a leader in a
neck care section!!
Marketing plan of two year
Jewel
Message
Web
Jewel
City
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Thank you for your attention
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Reference
※1
※2
「現代女性の体の衰えに関する意識調査」2003http://www.shiseido.co.jp/s9604let/html/let0052t.htm