1. LOral BRANDSTORM 2013 Challenge 1ARTSIGHT Mario Filice & Carlotta Maragno

2. Agenda What is our goal? Which are our markets? Identified countries markets potentiality Competitive scenario Social data Who is our target? What do they loReally want? Beauty desires Concerns and functional needs Which lOral Paris product range we would like to launch? The product range How can we get our target? Marketing mix: product, price, place, promotion The communication campaign Digital campaign social contest In-Store promotion Timing & Budget 3. What is our goal?To love yourself is the beginning of a lifelong affair O.Wilde What?Increasing LOral Paris market sharelaunching an hair-care lOreal Paris product range,able to innovate and generate values Where?In the most profitable south east asian markets How? Identifying population segments with an high potential Analizing their needs and wants Finding efficient and successful answers to these needs Creating an exclusive way to communicate with our target 4. Which are our markets? Why? Indonesia & Philippines are the most populated southeast asian countries Constantly developing economy GDP growth% (2015exp) 7%Ind; 5%Phil Recent lOral investements in Indonesia Jababeka Urbanization rate Ind 44,6%; Phil 49,1% Markets potentiality Indonesia Philippines [Population 248,645,008] [Population 103,775,002] 9.2% Growth of Sales in the Hair Care5.8 %2006/2011 CAGR %Weight28,5% (330,9 B)of Indonesia and Philippines on the 33% (379,4 B)total MASS asian hair-care Full growth expected in the hair-care market for the next three years Source: Cia data (2011 est.) / DeAgostini http://www.thecorporatetreasurer.com http://www.newmediatrendwatch.com 5. Competitive scenarioUnileverUnilever IndonesiaPhilippinesP&G P&GMandomColgateLOral Paris PalmoliveLOral Parisothers 17%27% 42%41% 7%7% 5%13% 27% 14% 6. Social data177mlnTotal women (Indonesia + Philippines) 33 mln88,6 mln15-29 y.o.Internet users 81 mln Social network usersTrends & Habits Hair-straightening Brown based colour Hair wash once/twice a day Use of Oil (in the night too) against dryness Hair mask in place of salons creambath 7. Who is our target?Indonesian and filipino womenbetween 20 and 30 yearsWeband social network usersLiving in different places,big cities and townsBut with the same hair-care habitsconcernsand dreams 8. What do they loReally want? 9. Concerns and functional needsCommon Indonesia & Philippines concerns Tropical & moonsoon clime Urban Pollution Unhealthy lifestyle (junk food, stress) Jilbab use (especially in Indonesia): high umidity Damaged hair, hair lossFunctional needsRestoreNourishPreventMantainNatural Make hairfiber Hydrate roots andhair from colour ingredients healthyintegrity scalpbreakageLET THERE BE STRONG! 10. LOreal Paris Expertise Ever Strong3 complementary versionsto take care ofyour hair beauty Beauty is the wonder of wonders O.Wilde 11. What is Ever Strong ?professionalhigh quality nature resultsevery daya luxuriousaromatherapyyour new oilexperiencethe Perfectsensitivitypowermassage YOUR natural beautylOral Philosophy Source: Hong Kong beauty blogs, Tesco website 12. How can we get our target? Product and price Product Small and medium bottles:To reach well-to-do classes insupermarkets and hypermarkets Sachets and multisachets:To reach middle classesTo expand lOral Paris distributionTo profit by the high volume of sachets Bottles of 250ml & 150ml forsold in IND (54%) e PHIL (78%)supermarkets andhypermarketsPrice Sachets for markets andgroceries High positioning in the Mass Market:to communicate uniquenessto communicate innovationto communicate value 13. How can we get our target? Place Indonesian and Filipinos buy hair-care products in: 1) Supermarkets (40% and 55% of hair-care product) 2) Markets (Sari-Sari PH) andUsing the power of general tradeLOral Paris distributionnetwork already present inIndonesia and Philippines 3) Hypermarkets 14. How can we get our target? Promotion: EverStrong as a LovemarkReach our consumers heart Going beyond the traditionalmass communication Creating continuousinvolvement Creating a close relationshipwith our consumers personalaspirationsWhy only a digital strategy? 15. Digital communication campaignDirect marketing to bloggers and Youtubeopinion leaders To promote the launch of the EverStrong range To create a positive word-of-mouth & online brand reputation To promote the EverStrong social contestDigital contest through Instagram & Facebook To know better and better lOral Paris consumers To enable a more creative and efficient marketing approach To generate online traffic and followers on lOral Paris webpages 16. All say EVER!Explain the Best photos will beEVERy week theEverStrong range in chosen by lOrealmost voted photosthe way you prefer: crew and will be will be selected foryourself, your life, your posted on ourthe final roundplacesfacebook pagesFinal round: vote our finalists! 17. Youll become the STAR The winner can customize her favourite EverStrong product in the way she wants! Your name for-EVERYou, at the centre of our Universe: Give it your personal touch! You can choose the colour of thepackaging, the size, the smell The limited edition is sold in thesupermarkets of your city for few weeks Like a star, your signature appears on the product! 18. In-Store promotionIn-store promotionBuy the complete lOral Paris Ever Strong rangeand get your own style for free! Free style product with less rotation on the shelvesIn-store experience: Tablets in the retail environment Key your habits and your hair type Discover the perfect EverStrong products for your beauty and how to use them To offer tailor-made beauty solutions To create interactions To involve them in a shopping experience Check-in here to have EverStrong samplings for free! Visibility for lOral Paris Visibility for the retailer 19. TimingEverStrong rangelaunchJanFebMar Apr May JunJulyAugSep OctNovDecIn-store promotionIn-store experience Retailers flyerDigital display Adv / SEODirect mktg to bloggers and opinion leadersDigital contest: 3 months 20. Budget (Rp billion) Indonesia2013 2014 20152016Forecast Sales of Hair Care6,416.66,748.87,130 7,554.9%Value Growth of the Indonesian hair care mkt 5,2% 5,2%5,2%%Value Growth of LOral Paris with EverStrong launch 9%12% 15%Forecast Sales of lOral Paris (value)455.6 497 556.6640Communication investments 20% Turnover 20% Turnover 20% TurnoverMS lOral Paris (%)7,10%7,40%7,80% 8,50% (Ps million) Philippines2013 2014 20152016Forecast Sales of Hair Care 31,380 32,071 32,697 33,515%Value Growth of the Indonesian hair care mkt 2,5% 2,5%2,5%%Value Growth of LOral Paris with the EverStrong launch 5,5% 8,5%11,50%Forecast Sales of lOral Paris (value) 15,062.4 15,890 17,240 19,223Communication investments 20% Turnover 20% Turnover 20% TurnoverMS lOral Paris (%)4,80%4,95% 5,3% 5,74% Communication investments: 60% on consumer mktg (digital) and 40% on trade mktg each year 21. ContactsMario Filicefilicem@gmail.comCarlotta Maragnocarlottamaragno@me.com