By:•Rana Khairy•Dina Salah•Huda Sibak

Lactuel Marketing Campaign

LactuelI like it

Topics

• Company profile • Situational analysis• Survey analysis• Marketing plan- Segmentation & targeting-Objectives -New campaign (4Ps)

• Summary & conclusion

Company profile

• LACTUEL Chemicals and Dyes factory started manufacturing and marketing its own cosmetic brands in Egypt in 1956.

• In 2002 they built a new modern factory under the name of “LACTUEL Cosmetics” a share holders company that is still owned by its original German & Egyptian owners.

situational analysis

• Over 20 years, LACTUEL was a leading company in cosmetics industry and a well known brand that all women has used it and liked its advertisements, it was available every where

• But with the appearance of new products with high quality, attractive packages and known brands, LACTUEL has lost its glory towards customers

• www.lactuel-eg.net

SWOT analysisStrength•Well recognized Brand name.• Variation in product lines.• High quality products

Weakness•Disappearance of Advertising and promotional campaigns.• Sales Growth Decreasing.• Narrow coverage.• No clear positioning. • Weak, non informative and non attractive website.

Opportunities•Have a great opportunity to expand into new geographic markets•The growing demand for beauty products

Threats•Increased intensity of competition- from other local and global brands.•Change customers behavior•Rapidly change in price of raw materials.

Market trends

Questionnaire :• Objective: -Estimate customer’s satisfaction by available hair care

products -Evaluate LACTUELL perception for the customer- Estimate customers needs & expectations regarding

hair care products• Number of participants: 32• Gender & age: males & females variable ages

between 18-55

Questionnaire analysis Gender

Questionnaire analysis Age

Questionnaire analysis The word “LACTUELL” remind you with

That mean the perception of the product , its slogan

Questionnaire analysisWhen was last time did you use any of LACTUELL products?

They know the product but they don’t use it

Questionnaire analysis Who is celebrity do you prefer in new LACTUELL campaign

Questionnaire analysis Who is celebrity do you prefer in new LACTUELL campaign?

Questionnaire analysis Which stores do you like LACTUELL campaign to be held in?

The main distributer channel have highest flow rates of customers is hyper markets

Questionnaire analysis What’s the most attractive criteria when you buying your shampoo

The main concern & trend in the market is Quality not Price

Questionnaire analysis Can you remember what was the most advantage in LACTUELL hair dye?

No clear positioning for LACTUELL

Questionnaire analysis Arrange the following brands according to your preference?

Questionnaire analysis What you expect from new LACTUELL campaign?

Questionnaire analysis What’s the best size do you prefer?

Marketing plan

Marketing plan

Marketing Objectives:• Build Brand acceptance & preference;• Position LACTUEL as “the best care for your

hair” in the mind of customers;• Gain Market share 20% in dye market & 10%

in shampoo & creams market• increase sales revenues by 70% growth rate

Vision: “To be number one in the mind of consumers”.“ To be an efficient competitor in the local market”Mission:• Marketing will be the key for the re launching of the

brand by achieving high level of brand preference as well as growth of its customer base.

• We need to position a message of powerful and cost

effective hair cosmetics through advertising in different media to create demand for the brand.

Marketing plan

Targeting

Age & Gender: Females= 18-35 (shampoo) / elder 40-55 (Hair Dyes) Males= 18-35 (Gel- styling cream) Social class: High to middle class, who care about the overall health of their

hair. Income: ranges from 800 to more than 2000 L.E/month. Educational Level: educated “High school graduate”. Occupation: still studying in Universities/ working in Managerial and

professional fields. Geography: Urban areas.

Positioning

• LACTUEL will position itself as the most powerful and cost effective hair cosmetics in the consumers’ mind, “The best care for your hair”,

• by producing high quality products and creating a distinctive and strong image through advertising, expressing its competitive advantage which is Hair Dyes without ammonia that won’t damage hair, also its shampoo (a new formula with white protein) is designed to keep your hair vital and leaving it fluffy, and the benefits of its hair style and hair care products with natural effective components that make your hair easy to comb and gives it long lasting style.

Marketing plan tactics

Product

Before After

LACTUEL Hair Dyes;Hair Style products ;Hair Care products.Skin care products

LACTUEL Hair Dyes;Hair Style products ;Hair Care products.

As we find that package most attractive criterion regarding hair care products ,We decided to change the package

Products in new packageShampoo

Products in new packageCream & Gel

Products in new packageColor dye

Price:

• LACTUEL will do its best to make the price of its product fits A and B classes, so

• Our strategy in pricing will be (penetrating strategy) without bad effect on the brand,

• The price of dye will be lower than the market leader (LOREAL) by 20 % & highest local brand as well as KOLLESTONE in price.

• The price of shampoo, hair care & hair styling products will be less than market leader in local market by 10%.

Place:

• Most of LACTUEL consumption will be in Cairo, Alexandria and Delta So:

• -First Stage: we can offer and distribute the product in hyper markets (Carrefour with all branches and hyper one) besides Pharmacies.

• -Second Stage: LACTUEL can be distributed in well known supermarkets such as (Metro, Seoudi….etc), and can be available in Delta, and Upper Egypt such as Alexandria, Aswan, Port Said, Fayoum and Ismalia

Promotion

Advertising Objectives:

• Encouraging switching to my brand;• Building company image;• Reminding customers of the advantages of my

product;• Maintaining top of mind product availability.

Advertising

• -Slogan: • We will use the same slogan “I like it”, as we

found from the questionnaire analysis that a lot of people associate and remember LACTUEL with its slogan, as the Synonym of LACTUEL is “I like it”.

• -Appeals: a) Using Emotional appealb) Testimonial Appeal

Media plan

1-Broadcast media *TV: We choose Ch1, Ch2, Rotana Cinema, Nile sport and El

Hayat. *Radio: Negoom FM (in Commercial breaks) 2-Print media * Magazines: Charisma magazine.* Newspaper: Flyer in Friday Al-Ahram.

Outdoors banner

• Before

If you want clear pure color………….use lactuel

Outdoors banner

• After (Shampoo for females)

Outdoors banner

• After (cream & gel for males)

Printed media

• Magazine:Charisma for femalesShoot sport magazine for males

• Broadcast marketing:T.VRadio

Media plan

Broadcasted&Printed Media

W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 W12

Channel 1 √ √ √ √ √ √ √ √ √ √

Channel 2 √ √ √ √ √ √ √ √ √ √

Rotana Cinema √ √ √ √ √ √ √ √ √ √ √ √

Nile Sport √ √ √ √ √

El Hayat √ √ √ √ √ √ √ √ √ √ √ √

Friday Al-Ahram √ √ √ √ √

Charisma Magazine √ √ √

Negoom FM Radio √ √ √ √ √ √ √ √ √

Sales Promotion -Sales Promotion Objectives: To build long term market share;To build Consumer relationship. -For Coiffures (Hair dressings), our sales reps will offer: * Price packs (Cent off deals): Offer the coiffures savings off the regular price of a product, as we can

make offer by “Buy one hair dye...Get one free” or “Buy full box at its half price”.

Public Relations: -Public Relations Objectives:

Building good relations with the customers;Building up good corporate image and favorable

publicity. -LACTUEL company can sponsor some events in

clubs, universities as well as Private programs such as (Misr El Naharda Program on Ch 2), And we can improve its web site, a public relation vehicle, as consumers and members of other publics can visit the site for information.

Budget allocation

our Budget will be divided into: 1-Broadcast media 50% 2-Print media 25% 3- Sales Promotion 20%& P.R 4- Support media 15%

Evaluation of campaign

Evaluate the impact of the campaign through:• Evaluate sales every month• Evaluate the growth in market share (+/-)

monthly.• Frequent interviews with retailers.• Communication effect: After the Ad is

published or broadcasted, collect the opinions of LACTUAL’s users

Summary of our project