brandstorm 2014 - gr8 uppsala university
DESCRIPTION
Team Gr8 from Uppsala University in the Nordic Final of Brandstorm 2014. Our idea to reach men with Kiehl's products through a concept we call "Prepare for Adventure".TRANSCRIPT
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?