L'Oreal 2016 Brandstorm Competition

MEET THE TEAM

Caroline Deng Jordan Ji Lily LinMarketing and Information Systems Marketing and Psychology Finance and Marketing

LA ROCHE-POSAYL’Oreal Brandstorm 2016

AGENDA

1. Industry Overview

II. SWOT Analysis

III. LRP Business Performance

IV. LRP Strategy

AGENDA

1. Industry Overview

II. SWOT Analysis

III. LRP Business Performance

IV. LRP Strategy

AGENDA

1. Industry Overview

II. SWOT Analysis

III. LRP Business Performance

IV. LRP Strategy

AGENDA

1. Industry Overview

II. SWOT Analysis

III. LRP Business Performance

IV. LRP Strategy

AGENDA

1. Industry Overview

II. SWOT Analysis

III. LRP Business Performance

IV. LRP Strategy

INDUSTRY OVERVIEW

DERMOCOSMETICS

MARKET SEGMENTATIONMass-Medical Brands

Nature Brands

Dermatological Brands Medical Professional Brands

Healthy Beauty

DERMOCOSMETICS INDUSTRY

COMPETITOR ANALYSIS

Affordable

Premium

Clinical Holistic

LA ROCHE-POSAY’S MISSION

“A better life for sensitive skin”

➤ Sensitive Skin➤ Effective➤ Safe➤ Well-Priced➤ Recommended by

professionals

TARGET DEMOGRAPHICS

SWOT ANALYSIS

S

➤ Thermal water➤ Sensitive skin➤ Dermatologist-approved➤ Strong global presence➤ Strength in Western Europe

STRENGTHS

W➤ Lack of awareness among

15-25 year olds➤ Weak market share in

America➤ Relatively weak digital

presence in skincare market

WEAKNESSES

O

➤ Travel Retail➤ Asian market➤ E-Commerce - lowest

turnover rates➤ Expansion in digital space➤ Working with more online

influencers

OPPORTUNITIES

T

➤ Shift towards Korean beauty trends

➤ Cheaper drugstore products

➤ Similar products (Thermal spring vs. Mountain water)

THREATS

MARKET TRENDS

LRP BUSINESS PERFORMANCE

LRP PRODUCT PORTFOLIO

17.2%

5.7%

8.5% Worldwide

11.6%

2.9%

10.0%

8.1%

LRP MARKET SHARE

LRP DIGITAL INDEX IQ RATING

LRP BUSINESS STRATEGY

LRP STRATEGY

Positioning and Image: Dermatological, High concentration of selenium in French thermal water

Target Demographics: Health-conscious consumers between the ages 15-25 years old

Pricing: Mid-market between affordable and premium

Communication Strategy: Influencer Marketing, Medical Detailing and Relations

Pharmacies/Drugstores

Medispas

Dispensing Doctors

Department Stores

E-Commerce

Travel Retail

DISTRIBUTION

INNOVATIONS

QUESTIONS?

APPENDIX A - PRESENCE OF EUROPEAN BRANDS

APPENDIX B - TECH USAGE OF 18-25 YEAR OLDS

APPENDIX C - LRP PORTFOLIO

L’Oreal Path to Win

Source  :  Euromonitor  ,  2014,  retail  price,  skincare  including  suncare  

APPENDIX D - GLOBAL RANKINGS

APPENDIX E - DERMOCOSMETIC MARKET

APPENDIX F - GROWTH IN THE MARKET

APPENDIX G - 2015 DIGITAL INDEX

https://www.l2inc.com/research?research-vertical=beauty

LA ROCHE-POSAYL’OREAL BRANDSTORM 2016