Loreal Branstorm

1. L ina G natyuk M argarita K ostyuk O leg L ubarets K yiv N ational E conomic U niversity

2. T he M arket

11. T he C haracteristics O f D istribution C hannels

14. T he C onsumers

24. T he C ompetitors

30. T he T argets

35. S WOT

36. T hreats − influence of competitors , especially their opportunities concerning hair coloring products ; − the level of income isn’t high enough *; − cultural features *; − quality of services in salons ( personnel , process etc .); − prices for salon services . O pportunities − men are not informed of « Man Perfect » produced by Schwarzkopf , so they hardly will buy this product ; − the products are not tested on animals and they are environmentally safe ; − positive attitude of customers . E xternal environment W eaknesses − the « Man Perfect » made by Schwarzkopf is similar to « Cover ’5 » and excels it in some characteristics − not all the potential salons are enveloped ; − small volume of the target group (meant actual customers i.e. men) ; − the product range doesn ’ t include the hair coloring products . S trengths − experience and image of the company ; − uniqueness of L ’ Oreal Professionnel Homme brand ( analogues don’t exist ); − awareness and positive attitude of the salons ; − effective promotion ; − positioning and image of the brand ; − optimal prices . I nternal environment N egative influence P ositive influence

37. − cultural features of certain countries put obstacles in the way of implementation of abilities of the range ; − personnel and process in salons are out of control, so if they aren’t good, they will frighten off the customers . − according to the research, the level of Income isn’t a crucial factor, so the low level of income can’t make the quantity of consumers reduce ; − products are easy to use , so low - quality service in salon is impossible . T hreats − influence of competitors , especially their opportunities concerning hair coloring products ; − the level of income isn’t high enough *; − cultural features *; − quality of services in salons ( personnel , process etc .); − prices for salon services . − «Man Perfect» has a web site. A consumer can find there everything he needs ; − t here is a threat of creation the hair color products for men only by any other company. − loyalty program s for existing customers and attracting programs for new customers ; − ability to position the range as the ecologically safe products and which have the optimal prices. O pportunities − men are not informed of «Man Perfect» produced by Schwarzkopf , so they hardly will buy this product i ; − the products are not tested on animals and they are environmentally safe; − positive attitude of customers. W eaknesses − the «Man Perfect» made by Schwarzkopf is similar to «Cover ’5 » and excels it in some characteristics; − not all the potential salons are enveloped ; − small volume of the target group (meant actual customers i.e. men) ; − the product range doesn ’ t include th е hair coloring products . S trengths − experience and image of the company; − uniqueness of L ’ Oreal Professionnel Homme rand ( analogues don’t exist ) ; − awareness and positive attitude of the salons; − effective promotion; − positioning and image of the brand; − optimal prices.

42. S alon E xperiment

47. A dvertisement

49. N atural S urvival

50. N atural S urvival

51. S tranglehold

52. S tranglehold

53. G lorious T riumph

54. G lorious T riumph

55. F ight for being the leader