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Tzu-Ti JiangYu-Tong GuoHao-Yu Tseng
Travel growth
•In 2014, growth is expected to continue at a sustained rate of 4.0% to 4.5% worldwide
•In 2013, international tourist arrivals grew by 5%
53%40%2% 5%
Inbound tourism by mode of transport 2013* (share)
Air Road
Rail Water
Trend
• Airports Big Shopping Malls
• Loss of attention
Experiential Marketing • Have fun
• Buy memory• Recruit travelers • Loyalize customers
Women
Stereotype MEN
Potential
andPromisi
ngMarket
But …
The purpose of visiting duty free shopTo buy a gift 1To browse the store and pass time 2
To take advantage of airport prices/ offers 3
It’s what I always do when I travel 4
To treat myself 5
Focus onMen who want to buy cosmetic gifts in duty free shop
•Middle class•From 35 to 55 years old•Awareness of brand•All have their love
Wife Mom
Girlfriend Daughter
Analysis of MEN • Men tend to go shopping intentionally • Cars can successfully catch men’s attention• They are interested in technology
•Hope them always be pretty Why do men buy gift
for women?•Show generosity •Express their love Comfort his girlfriend
Thank his Wife
Be a thoughtful son
Increase closeness with Daughter
When they buy a gift, they consider…•Fine gift design •Fashion, brand image and quality
•Simple purchasing process •Suitable for the receivers
SWOT AnalySIS
Elegant and dignified image
Wild awareness of brand
Tailor-made service
Strength
Weekness
Inflexible image
Too much kinds of products⇒ Inconvenient for men to select
Female is still the major consumer group
Opportunity
The growing scale of middle class
Digital interaction
Consumers pay more attention on the value of products
38% buy D.F. cosmetics as gifts
Threat
Fierce competition among brands
Time of browsing pass decreases
Travelers have already bought gifts
0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 5,000
Brand Rating
Brand Value (USD $ Millions)
Competitor
0
500
1000
1500
2000
2500
3000
3500Average Price Range USDNTD
Competitor
200
167
133
100
67
33
0
Target Middle aged♀ (30~55)
Product Skin-care, Makeup, Fragrance
Brand image LuxuryEternal beautyElegant
LuxuryBeauty queenAdvanced
Brand Value (USD $ Millions) 4,088 4,589 Brand Rating AAA AA+
Market Share 5.96% 5.04%
Airport Market Share 21.8% 18.8%
Threat
Fierce competition among brands
Time of browsing pass decreases
Travelers might have already bought gifts
Recommendation
External: Vintage Benz
Q&A LancustômerThank You
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