brandstorm 2014 final (brick)
TRANSCRIPT
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· SERGIO AGUADO ·· MARIO MONTANER·· VICTOR ORTUÑO ·
ANALYSIS
STRENGTHS
OPPORTUNITIES
WEAKNESS
THREATS
SERVICE-FOCUSED: PERSONALIZED ATTENTION
SATISFACTION GUARANTEED
UNSTOPPABLE GROWTH OF MEN’S GROOMING SELECTIVE MARKET, AND
FACIAL CARE SEGMENT 1*
THE “STUBBLE” & BEARD TREND 1*
1* Source: Euromonitor men’s grooming market research 2014
2* Source: Mintel’s European men’s grooming market research 2012
LOW BRAND AWARENESS IN SOME KEY MARKETS
INCOMPLETE DIGITAL STRATEGY
HIGHLY COMPETITIVE MARKET 2*
GLOBAL ECONOMIC RECESSION
SHAVING
SERVICE NATURAL
SKINCAREEFFICACY
MODERN
SHAVING
SERVICE NATURAL
SKINCAREEFFICACY
MODERN
SHAVING
SERVICE NATURAL
SKINCAREEFFICACY
MODERN
SHAVING
SERVICE NATURAL
SKINCAREEFFICACY
MODERN
SHAVING IS ON DECAY
*Source: MEN’S GROOMING MARKET RESEARCH 2014
TRENDS
THE FASHION OF WEARING A BEARD BEGAN AS A WAY TO REBEL AGAINST SOCIETY
CELEBRITIES FROM FASHION, SPORT, MUSIC AND CINEMA HAVE JOINED THIS NEW TREND
BEARD TRANSPLANTS IN LAST YEAR (2013)
*Source: Huffpost Lifestyle, 24 May 2014
DOCTOR BESSAM FARJO PERFORMED
+4.500
“BEARDS HAVE COME TO STAY”Lee Kynaston, UK Telegraph
RETROSEXUALUBERSEXUAL
GEORGE CLOONEY JARED LETO
STYLISH, MASCULINE & SELF-CONFIDENT
SCRUFFY, STRONG & INDIVIDUAL
TARGET
TARGET DEFINITION
LIVES IN CITIES
22-50 YEARS OLD
GROOMING PRODUCTS
HEALTHY LIFESTYLE
DO NOT SHAVE
MOTIVATIONS
· CASUAL & URBAN FASHION·
· FAITHFUL TO THEIR BRANDS·
· INCREASE SEX APPEAL ·
COMMUNITY
· ACTIVE SOCIAL LIFE ·
· CULTURE & MUSIC ·
· HYPERCONNECTED ·
BELIEFS
· ENVIROMENT CONCERNEDRECYCLES·
· APPEARANCE MATTERS ·
PRODUCT LINE
BEARDS NEED DIFFERENT CARE
PRODUCT LINE ARCHITECTURE
STAR PRODUCT
DENSIFIER & MOISTURIZER
SHAMPOOFOR FACIAL HAIR
BEARD &MOUSTACHE REHAB
BEARD TAMERFOR GRIZZLY
BEARDS
DENSIFIER & MOISTURIZER
WHITE MOUNTAINGUM-EUCALYPTUS
INCREASE THICKNESS &
ENHANCE DENSITY
KUKICHA GREEN TEA HYDRATES
THE SKIN
SAFFLOWER OILPREVENTS SENSE
OF IRRITATION
INGREDIENTS
BENEFITSSTAR PRODUCT38.50€
SHAMPOOFOR FACIAL HAIR
MANGO
BRIGHTNESS
KERATIN
FRESH SMELL& TASTE
FORTIFIES FACIAL HAIR
INGREDIENTS
BENEFITS21,50€
BEARD &MOUSTACHE REHAB
BUDDHA’S HAND CITRON
VITAMIN E
ANTIOXIDANT
INGREDIENTS
BENEFITS
CLEANER
16.50€
BEARD TAMERFOR GRIZZLY BEARDS
PINKERTON AVOCADO
BEARD COMB
SOFTNESS
ELASTICITY
INGREDIENTS
BENEFITS24.50€
FACIAL FUEL
CROSS-TERRAIN
BEARD ESSENTIALS
BRAND DNA
COMMUNICATION
“THE MAIN PURPOSE OF MARKETING IS TO GET A LASTING LOVE RELATIONSHIP WITH
OUR CLIENTS, TO EXCEED THEIR EXPECTATIONS AND MAKE THEM FEEL
UNIQUE”. , Kevin Roberts.
· JAMES FRANCO’S DIARY ·
· SOCIAL NETWORK PROMOTION ·
· BLOGS COLLABORATION ·
· GOOGLE BUSINESS VIEW ·
· WEB ·
· PRODUCTION OF A GRAPHIC NOVEL ·
· CO-BRANDING ACTION ·
· MERCHANDISING ·
· RETAIL EXECELLENCE ·
· GENEROSITY IS THE KEY ·
· LITERACY SOCIAL PROGRAM ·
COMMUNICATION STRATEGY
K.C.R (KIEHL’S COSTUMER REPRESENTATIVE)
POINT OF SALE
GENEROSITY IS THE KEY POINT OF SALE
CLAIMINSIGHT
CELEBRATE YOUR
BEARDINESS
PEOPLE WHO WEAR A BEARD ARE PROUD OF IT, AND DRAW ADMIRATION
FROM OTHERS
#HASHTAG
#BEARDPRIDE
PRODUCT PLACEMENT ON SOCIAL MEDIA
JAMES FRANCO
#BEARDPRIDE
DIGITAL
· HE CAN PROVE THE PRODUCT’S EFFECTIVENESS ·
· HE HAS A LOT OF FOLLOWERS ON SOCIAL NETWORKS ·
· HE CONNECTS WITH OUR TARGET ·
HE IS PERFECT BECAUSE
DIGITAL
COMMUNICATION OBJECTIVES
· GENERATE CONVERSATION ABOUT FACIAL HAIR ·
· EXPAND KIEHL’S BRAND UNIVERSE ·
· BUILD PUBLICITY·
PRODUCTION OF A GRAPHIC NOVEL
DISTRIBUITION
· BOOKSTORES · · DIGITAL·
LIMITED EDITION ONLY 2.000 UNITS
BRANDED CONTENT
LITERACY SOCIAL PROGRAM
BRAND AMBASSADOR OF SOCIAL PROGRAM
JAMES FRANCO
PUBLIC RELATIONS
LAUNCH CAMPAIGN · CONNECTING ACTIONS
FEEDBACK
ACTIVITY AND PROMOTION IN SOCIAL NETWORKS
COLLABORATION WITH INFLUENT LIFESTYLE AND FASHION BLOGS
PROMOTION STRATEGY
DIGITAL
DIGITAL
CO-BRANDING WITH FASHION BRANDS
VISIT OUR STORES WITH GOOGLE BUSINESS VIEW
PROMOTION STRATEGY
BRANDEDCONTENT
DIGITAL
GLOBAL EXPANSION
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· SERGIO AGUADO ·· MARIO MONTANER·· VICTOR ORTUÑO ·