l\'oreal brandsotrm 2010-diesel-immortal

$: L\'Oreal Brandsotrm 2010-DIESEL-Immortal$
ImmortalThammasat University

3-in-1

Situation | Strategic Direction | Market | Consumer | Diesel’s new for men product

VIDEO

Situation


Exclusive Designer Jeans

High-end Fashion Brand

Global market Task

For men Beauty market

ChallengeVariety categories

Specialized competitors

DIESEL’S CHALLENGE


DIESEL A LIFESTYLE BRAND

Energetic

Rebellious

Cool

Iconic&Ironic

Provocative&Sexy


SUCCESSFUL CASE-PERFUME

Perfume as a category draws new consumers to

the DIESEL

DIESEL sells more beyond sensuality, the core brand concepts are kept.

Strategic direction


REACHING THE GOAL WITH 2 OBJECTIVES

Choose substantial, accessible categoryExpress all Diesel’s

character

1

2

Business Goal

“Strengthen Diesel

lifestyle in a wider market”

Market


MARKET ON MEN

4.5 Billion Baht

Choose substantial, accessible category Express all Diesel’s character1 2

Choose facial care

8.5 Billion Baht


THE 3 ATTRACTIVE CATEGORIES

Hair styling-No barrier


Facial Moisturizer-8.3 % growth

Lip care-Highest usage rate


PRODUCT POSITIONING


Potential area

Female Skin care

Personal care

Cosmetic

Feminine

Masculine

Potential area

Masculine Fashion

Potential area

Personal care

DieselDiesel

Cosmetic

Diesel+

L’Oreal

Consumer


Sophisticated, detailed oriented , health conscious

Spend money on for-men grooming products

TARGET METROSEXUAL MEN

Profile

•Aged 25-40•Delayed marriage•Social economic class A-A+•Highly educated

Hetro Metro


6.00AM

8.30AM

10AM

1PM 6PM

9AM

11PM

EACH DAY MR. MARK FACES VARIOUS ACTIVITIES

Diesel’s New For men Product


DIESEL(BRAND) + NEEDS (CONSUMER)

Look good as alwaysRebellious, Energetic,

Sexy & Provocative, Cool,Iconic & Ironic

Immortal


Immortal


BRAND-“LIVE LIFE LIKE YOU’LL NEVER DIE”

Dullness signifies Dead look

EnergeticRebellious Cool Iconic&Ironic Provocative&Sexy

“Immortal offers users to live life with sprit, live

active life”Strategy:Stay a Lifestyle brand


Symbolize purity and immortalityCause NO allergy while add luminosity

All products have both functional and emotional benefits!

KEY INGREDIENT-WHITE GOLD (PLATINUM)

White Gold

Product 1

Product 2

Product 3

Functional B.

Functional B.

Functional B.

Emotional B.

Emotional B.

Emotional B.

Immortal



Immortal Water

Immortal Protective Lip Paste

Immortal Power Hair Design (Styling hair clay)

(Nourishing Lip Balm)

(Facial energizing Spray)

Face

Hair

Lip

Energize + “Cool” lookEasily absorbed

Nourish + add “Healthy” look

Moisture + Style up

PRODUCT RANGE-FACE,HAIR,LIP



PACKAGING-WEAPON IN YOUR HAND



COMMUNICATION-SPEECHLESS



Unique opportunity- few competition

Match consumer lifestyle

Access to a wider market

Strengthen Diesel as a lifestyle brand

IMMORTALITY FOR HUMANITY

ImmortalThank you

l\'oreal brandsotrm 2010-diesel-immortal

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