brandstorm 2014 - gr8 uppsala university

Gr8

Method Market Competitors SWOTTarget

Tried products Visited Kiehl’s

Provided data + collected secondary data

Qualitative interviews

Method Market Competitors SWOTTarget

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Growing market

Trends

(Foresight based on last 3 years growth, Euromonitor

2013)

38% Buys skin care products(these numbersare growing)

Key figures

30% of the total grooming market is premium(stable)

(Euromonitor, 2013)(Ipsos US, 2012)

Men's grooming

Still perceived as feminine

Men's beauty consciousness

Method Market Competitors SWOTTarget

WORLD

  Kiehl’s L’Occitaine

Promotion W-O-M, PR, CSR, Samples

Advertising, W-O-M

Place Concept stores, Duty Free, In-store P&C

Concept stores, Duty Free, In-Store P&C

Avg. Price 37.50 USD 54.50 USD

Product Full-range men’s grooming, urban, pharmacy, natural

Full-range men’s grooming, french, natural, premium

Natural

Unisex Targeted

Scientific

Method Market Competitors SWOTTarget

SWEDEN

Natural

UnisexTargete

d  Kiehl’s Bulldog

Promotion W-O-M, PR, CSR, Samples W-O-M + Awards, outdoor advertising campaign, social media, TV sponsorship

Place Concept stores, Duty Free, In-store P&C

Online shops, In-store P&C, Duty Free Stores

Avg. Price 37.50 USD 11.50 USD

Product Full-range men’s grooming, urban, pharmacy, natural

Targeting men, clear, simple, natural

Scientific

Method Market Competitors SWOTTarget

≈ 30 year

Affluent Urbanite

Price insensitiv

e

Brand-centric

Young Profession

al

Media- literate

Adventurous

Achiever

“Mass-to-Premium”

Cultural aware

Method Market Competitors

S W

OT

• HERITAGE

(REAL STORY!)

• QUALITY PRODUCTS

• SERVICE & SAMPLING

• STORE DISPLAY

(WHERE? WHEN?)

• DECREEASED BRAND

EQUITY (PRICE-CUTS)

• RISING ACCEPTANCE FOR

MALE GROOMING

• GROWING MALE MARKET

FOR GROOMING

• GROWTH POTENTIAL (ASIA

AND LATIN AMERICA)

• SKINCARE PERCIEVED

AS FEMININE

• LOW SWITCHING

COSTS

• (VARIETY SEEKING)

SWOTTarget

PROBLEM

#1: PRODUCT RANGE

= CONFUSING

#2: SKIN CARE= FEMININE

“If there is the slightest risk I am trying a women’s product my heart basically stops... it

turns me off!”

AFFLUENT URBANITE = CURIOUS BUT INSECURE

PREPARE FOR ADVENTURE

SOLUTION

We want to bring clarity to your male product range with timeless symbols connecting to Kiehl’s adventurous

history.

ADVENTURE HAPPENS SOMEDAY.PREPARATIONS HAPPENS EVERYDAY.

Connection:

Aaron Morse – Biker!

In-store:(1) Bike in the window.

Skin type:Oily – “grit and motors”

BIKER

Connection:“Spirit of Adventure”

Skin type:

Normal skin – “allround”

EXPLORER

In-store:(1) Pictures of explorers.

Connection:

Aaron Morse – WWII!

In-store:Model airplanes

Skin type:Dry – “up in the air”

AVIATOR

EXPLORERBIKER AVIATOR

In

store

Online:

Products:

IN-STORE:

Shelves & Kits

Online:

><

>>

ONLINE

OFFLINE

MASS

PERSONAL

SOCIAL MEDIA:ADVENTURE

VIDEOS

IN-STORE:SHELVES ANDSURVIVAL KITS

SERVICE:REFERENCE

AND SAMPLES

ONLINE:WEB SHOP AND

WEB SITE

COMMUNICATION

FRAMEWORK

OUTCOME

SHORT-TERM: DRIVE SALES

LONG-TERM: BRAND BUILDING

#1: Clarity in the male product range.

#2: Connect male product range with Heritage and Adventure Spirit!

QUESTIONS?