Tzu-Ti JiangYu-Tong GuoHao-Yu Tseng

Travel growth

•In 2014, growth is expected to continue at a sustained rate of 4.0% to 4.5% worldwide

•In 2013, international tourist arrivals grew by 5%

53%40%2% 5%

Inbound tourism by mode of transport 2013* (share)

Air Road

Rail Water

Trend

• Airports Big Shopping Malls

• Loss of attention

Experiential Marketing • Have fun

• Buy memory• Recruit travelers • Loyalize customers

Women

Stereotype MEN

Potential

andPromisi

ngMarket

But …

The purpose of visiting duty free shopTo buy a gift 1To browse the store and pass time 2

To take advantage of airport prices/ offers 3

It’s what I always do when I travel 4

To treat myself 5

Focus onMen who want to buy cosmetic gifts in duty free shop

•Middle class•From 35 to 55 years old•Awareness of brand•All have their love

Wife Mom

Girlfriend Daughter

Analysis of MEN • Men tend to go shopping intentionally • Cars can successfully catch men’s attention• They are interested in technology

•Hope them always be pretty Why do men buy gift

for women?•Show generosity •Express their love Comfort his girlfriend

Thank his Wife

Be a thoughtful son

Increase closeness with Daughter

When they buy a gift, they consider…•Fine gift design •Fashion, brand image and quality

•Simple purchasing process •Suitable for the receivers

SWOT AnalySIS

Elegant and dignified image

Wild awareness of brand

Tailor-made service

Strength

Weekness

Inflexible image

Too much kinds of products⇒ Inconvenient for men to select

Female is still the major consumer group

Opportunity

The growing scale of middle class

Digital interaction

Consumers pay more attention on the value of products

38% buy D.F. cosmetics as gifts

Threat

Fierce competition among brands

Time of browsing pass decreases

Travelers have already bought gifts

0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 5,000

Brand Rating

Brand Value (USD $ Millions)

Competitor

0

500

1000

1500

2000

2500

3000

3500Average Price Range USDNTD

Competitor

200

167

133

100

67

33

0

Target Middle aged♀ (30~55)

Product Skin-care, Makeup, Fragrance

Brand image LuxuryEternal beautyElegant

LuxuryBeauty queenAdvanced

Brand Value (USD $ Millions) 4,088 4,589 　Brand Rating AAA 　 　　　　　 AA+

Market Share 5.96% 5.04%

Airport Market Share 21.8% 18.8%

Threat

Fierce competition among brands

Time of browsing pass decreases

Travelers might have already bought gifts

Recommendation

External: Vintage Benz

Q&A LancustômerThank You