Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.

L'Oréal Brandstorm 2015 Presentation

18.423 visualizaciones

Publicado el

Lancôme travel retail

Publicado en: Marketing

L'Oréal Brandstorm 2015 Presentation

  1. 1. Travel Retail The Lancômmers Aidana aitzhanova | Arthur Bellanger | Christina Chen Nov 25, 2014
  2. 2. AGENDA Current market situation Travel retail market situation Current trend Consumers Future trend Competition SWOT Recommendations
  3. 3. L’Oreal is the leader in Beauty Western Europe 35.1% North America 25.1% Asia, Pacific 25.1% CURRENT MARKET SITUATION SKINCARE | HAIRCARE | MAKE-UP are the leaders MARKET   ENVIRONMENT   SWOT   RECOMMENDATIONS  
  4. 4. Market Situation: Travel Retail Air traffic is continuously growing by 5% on average per year Over 6 billion international flights in 2013 L’Oreal is LEADER in BEAUTY category of the TRAVEL Retail Airports 57% Downtown Duty Free Shops 33% Airlines 6% Cruises 4% MARKET   ENVIRONMENT   SWOT   RECOMMENDATIONS  
  5. 5. Global shopper glō-bəl shä-pər noun 1. Fashion addict consumers from emerging countries. 2. Middle class that travel outside their country. 3. Shops everywhere. 4. Internet addicts; device equipped. 5. Impulsive purchase at airports. MARKET   ENVIRONMENT   SWOT   RECOMMENDATIONS  
  6. 6. Technology savvy Most traffic: Istanbul, Doha (Qatar), Kuala Lumpur (Malaysia), Dubai Great way to expose brand to more consumers Consumers have to be exposed to the shops to get to their gates CURRENT TRENDS MARKET   ENVIRONMENT   SWOT   RECOMMENDATIONS  
  7. 7. 2. BROWSE 1. GIFT 3. PRICES Why do they go to duty free? MARKET   ENVIRONMENT   SWOT   RECOMMENDATIONS  
  8. 8. FUTURE TREND / AEROMALL Duty free stores in planes Retail experience on the plane Travellers get a chance to try out the products while they are on the plane Location services on mobile phones could soon be helping to synchronize the likes of airport, shopping, taxi and restaurant offerings. (Lancôme partners with major airline companies: KLM, British Airways, etc.)   MARKET   ENVIRONMENT   SWOT   RECOMMENDATIONS  
  9. 9. COMPETITION Luxury Mass MARKET   ENVIRONMENT   SWOT   RECOMMENDATIONS  
  10. 10. POSITIONING Price Perceived Luxury MARKET   ENVIRONMENT   SWOT   RECOMMENDATIONS  
  11. 11.                 SSTRENGTHS WWEAKNESSES OOPPORTUNITIES TTHREATS MARKET   ENVIRONMENT   SWOT   RECOMMENDATIONS  
  12. 12.                 STRENGTHS WWEAKNESSES OOPPORTUNITIES TTHREATS Access to L’Oreal resources Brand image Digital marketing leader Existing distribution channels Natural Ingredients/Sustainability MARKET   ENVIRONMENT   SWOT   RECOMMENDATIONS  
  13. 13.                 SSTRENGTHS WEAKNESSES OOPPORTUNITIES TTHREATS The brand may be perceived for an older demographics No diversification in shopping experience at POS Heavily dependent on 3rd party retailers MARKET   ENVIRONMENT   SWOT   RECOMMENDATIONS  
  14. 14.                 SSTRENGTHS WWEAKNESSES OPPORTUNITIES TTHREATS Impulsive purchase Increasing trend for gift shopping at airports Increasingly large middle class Technological savvy global Shoppers Long waiting time for flight MARKET   ENVIRONMENT   SWOT   RECOMMENDATIONS  
  15. 15.                 SSTRENGTHS WWEAKNESSES OOPPORTUNITIES THREATS Fierce competitors Counterfeits goods Information overload Overwhelming environment Low switching costs Low loyalty MARKET   ENVIRONMENT   SWOT   RECOMMENDATIONS  
  16. 16. IN-AIRPORT RETAIL PLAN 3 alternatives Improving existing in-store experience Redesign store concept & offerings Special & unique new experience MARKET   ENVIRONMENT   SWOT   RECOMMENDATIONS  
  17. 17. #1Offer Hand + Face massage Turned out successful in Beijing 40% of all massages resulted in sale Increase product awareness Minimal cost MARKET   ENVIRONMENT   SWOT   RECOMMENDATIONS  
  18. 18. MARKET   ENVIRONMENT   SWOT   RECOMMENDATIONS  
  19. 19. #2New store design Inspired from Beijing 2014 "Maison Lancôme” - clear success Lancôme Wonderland 3D experience on some occasions Skincare analysis machine Massages Only in very large, key airports (where people spend long hours) Paris|Beijing|Doha MARKET   ENVIRONMENT   SWOT   RECOMMENDATIONS  
  20. 20. #3Stand-alone store: unlabeled polished black box with rose symbol   Atmosphere of travel retail = weakness Separates Lancôme from the rest of the airport. Allow all senses to experience the Lancôme Magic. Inside: renewed classic store MARKET   ENVIRONMENT   SWOT   RECOMMENDATIONS  
  21. 21. ON-BOARD PLAN 3 Suggestions First class & Business Economy On-board duty free MARKET   ENVIRONMENT   SWOT   RECOMMENDATIONS  
  22. 22. #1Sample package on the plane for first & business class Affluent women: purchase product afterwards Affluent men: bring it to their wife / daughter creating potential customer MARKET   ENVIRONMENT   SWOT   RECOMMENDATIONS  
  23. 23. Lottery to win travel-kit 10% of economy passengers win a free kit that is brought to their seat during the flight. Seasonal: During holidays on planes going to Paris. #2 Result: New reach | Potential for viral marketing MARKET   ENVIRONMENT   SWOT   RECOMMENDATIONS  
  24. 24. #3On-Board duty free Replicate the A-380 of Korean Air L'Oreal on-board shop Partner up with: Singapore Airlines (19 operating, 5 awaiting delivery) Air France (10 operating, 2 awaiting delivery) Emirates (53 operating, 87 awaiting delivery) Thai Airways International (6 operating) MARKET   ENVIRONMENT   SWOT   RECOMMENDATIONS  
  25. 25. Separate consumers from the overwhelming airport atmosphere into the Lancôme world. Transform the purchase into an experience rather than a meaningless action. Accompany the consumer from start to end of their journey. KEY TAKEAWAYS
  26. 26. Travel Retail The Lancômmers

×