foa - loreal
TRANSCRIPT
1 L’ORÉAL
2 LA ROCHE-POSAY
3 MARKET ANALYSIS
4 RESEARCH
5 DIGITAL STRATEGIES
6 SUGGESTIONS
• and new young consumers (15-25 years old) to the brand
• Develop an
Attract recruit
innovative digital strategy
Effectiveness
MISSION: Make a better life for sensitive skin
VISION: One La Roche-Posay product in every home
Target customer:• Health-conscious consumers with a skin conditionDistribution Channels:
Business Model:• Medical relations
Scientific Committee with 25,000+ professional dermatologistsFondation de France International Dermoscopy Society
• Advice80 Atopy Schools - learning workshops Corrective make-up workshops
• Pharmacies • Parapharmacies • Spas • ACD boutiques • Drugstores
• Dispensing doctors • Wholesalers
• Media Social media platformsMobile sitesMobile apps
2013 Study
• 1 in 3 women suffer from allergic skin reactions
• 74% of women show signs of skin aggravation
• Eczema
• Acne
• Allergic skin
• Side effects of cancer treatment
• Dry skin
Provides a solution to:
44%
20%
11%
7%
6%
3%3%
3%
3%L'oréal (Vichy & LRP)
Pierre Fabre
Beiersdorf
Nestlé
Naos
Nuxe
Alès
Caudalie
Bayer
• Growth of the market
+ 16 %
• Competitors
• Accessibility: 24/7 online purchasing
• Cost efficiency: Can replace costly advertising channels such as TV, radio and magazines
• Simplicity: Consumers are more attracted to simply, user-friendly platforms
• Data Analytics: Collecting and analysing data which provides a deep insight into consumer behaviour and increase the profitability of the organisation
• Interconnectedness: Easier to attach to other digital campaigns
• Sales: Can ease the pressure on sales department and shorten the sales cycle
72% of consumers are already connecting with brands through their various digital marketing channels
Advantages of Digital Marketing
1. Online Photo Competition:
Evidence:We are the “generation selfie” excessively taking selfies18-25 year old people are the “most narcissistic generation” (Hart’s article in The Telegraph (2014))
LRP should launch an online photo competition on their official Facebook page where participants show day-to-day skin improvement during a 3 months’ period
The 3 most liked videos will get the following prizes: 1. £200 Voucher + Opportunity to be a brand ambassador 2. £150 Voucher 3. £100 Voucher
2. Mobile app
Evidence:According to our calculations from the “Consumer Technographics” provided:• 40% of 18-25 people worldwide* use mobile apps several times a day
Prospective and current consumers can contact professional dermatologists by video chat through the app: Flexible & instantaneous Free Reliable
*sampled in the US, Canada, Brazil, Australia, China, UK, France and Germany
3. Bloggers on YouTube:
Evidence: According to our calculations from the “Consumer Technographics” provided:
• YouTube is visited by 79% of 18-25 people worldwide* at least monthly• Bloggers are the easiest influencers when searching for contextually relevant information
LRP should give the bloggers on YouTube free samples of latest products and get reviews and followers: New brand ambassadors Free publicity Up-to-date brand promotion
*sampled in the US, Canada, Brazil, Australia, UK, France and Germany
4. Snapchat
Evidence :
• Mobile video advertising is experiencing rapid growth, reaching a current market size of $13 Billion in US,
£23 million just in UK, and $264M in Europe (Ryan, 2014)
• Snapchat is a new online social platform that has mostly attracted people aged 16-28 (ibid.)
Innovative way of communication with followers
News and advertising within the app
Reaches a massive and ever-expanding market
• Businesses already on the platform claim that Snapchat is a great place to entice followers with a “sneak
peek” into the company’s operations.
LRP should use Snapchat to launch and promote its products and increase brand awareness: Produce daily stories that engage and excite audiences Share live-streaming events and campaigns of LRP
5. E-Commerce:
Evidence:
• Online purchasing has become increasingly popular: use increased dramatically up to 85% in 2 years (Stuart, 2014)
• According to our calculations from the “Consumer Technographics” provided, in the past 3 months 26% of 18-25 year old people worldwide* researched skincare products online and 18% purchased them online
LRP should start an online shopping service on its official website: Secure Convenient Reliable Meets consumers’ demand
* sampled in the US, Canada, Brazil, Australia, China, UK, France and Germany
• Dermocosmetics is a young industry and in full expansion
• LRP should exploit the growth opportunities to improve brand awareness and sales outside of Europe and North America
• LRP already has strong network of professionals and distribution channels which further support digital strategies
• Digital strategies are cost effective ways of advertising and promoting the brand. give insights into consumers’ buying behaviour to maximise profit. are a win-win situation for both LRP’s sales department and its customers by reducing
workload and effort
Our suggested best digital strategies: Online Photo Competition and Snapchat.
• Online Photo Competition: Innovative and disruptive Exciting and engaging Creates an online LRP community
• Snapchat: Simple and user-friendly Reaches mass market In line with target customers’ habits