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MASTER IN INTERNATIONAL MANAGEMENT | FINAL PROJECTAdolfo Fernández, Celia Morales, Ananya Jain
L A U N C H I N G I N T H ES P A N I S H M A R K E T
w w w . o l a y . e s
Agenda
01 Preliminary AnalysisSpanish Market Characteristics
Master in International Management | Olay Launch in the Spanish Market
Target & Brand Value PropositionGetting Our Niche
Launch ObjectivesBe Bold & Humble
Pricing Strategy & PromotionsShowing Our Value
Distribution ChannelsBe Present & Make Yourself Noticeable
Communication StrategyTransmitting Our Essence
02
03
04
05
06
PRELIMARYANALYSISSpanish Market Characteristics
PRELIMINARY ANALYSISSpanish Market Characteristics
Master in International Management | Olay Launch Spanish Market
At a glance
The facial skin care market in Spain as of 2014 , is valued at €416MMannually , growing at 116ix . vs previous year
Products
33%
Cleansers Treatments
Distribution Channels :
Department stores , drugstores andperfumeries , hypermarkets andsupermarkets .
Branded Competitors Segments
45%
Mass Market(114)
Prestige(123)
67%
55%
TARGET & BRANDVALUE PROPOSITIONGetting Our Niche
TARGET & BRAND VALUE PROPOSITION
Master in International Management | Olay Launch Spanish Market
Getting Our Niche
Target
Woman , 30-55 years old , living in metropolitan areas of Spain ,
mid to high social class , beauty-seekers , looking to reduce thesigns of aging through simple and multifunctional solutions .
Positioning statement
Frame of Reference
Point of Difference
Reason Why
Skincare products
Going beyond skincare and improving women ’s skin , providingconsumers the aspiration of Prestige and the accessibility of amass-market brand .
Superior product performance which has been tested and canbe proven , resulting in products with prestige quality ataffordable prices . A deep understanding of women ’s needs .Worldwide No .1 in woman skincare .
“For mature women who want visibleanti-age improvements, without havingto resort to procedures or surgery, Olayis a mass market brand of Skincareproducts, that fulfills the aspiration of aprestige brand, offering premiumquality at an affordable price, makingwomen feel younger, beautiful andcomfortable with themselves, thanks toa woman-to-woman understanding,
and to its superior productperformance, which has been testedand can be proven to go beyond skincare”
POSITIONING STATEMENT
LAUNCHOBJECTIVESBe Bold & Humble
LAUNCH OBJECTIVESBe Bold & Humble
Master in International Management | Olay Launch Spanish Market
Annual Goals
Build brand awareness , emphasizing on Olay ’s unique valueproposition of Prestige quality at affordable prices , attemptingto convert other brands ’ consumers to Olay .
Establish an emotional connection with the consumer , in orderto fulfill Olay ’s premise of “woman to woman talk”, and seek forconsumer conversion to the brand .
Brand Awareness
"Woman To Woman Talk"
Position Olay as the top Mass Market brand , in between itsimmediate competitor L ’Oreal , and the low-end of the Prestigesegment .
Positioning
Achieve a market value of 7% in the first year , 10% in thesecond and 15% in the third .
Market Value
LAUNCH OBJECTIVES
Master in International Management | Olay Launch Spanish Market
Be Bold & Humble
Total Effects
Product Portfolio
Day cream SPF15
Night nourishingcream
Eye creamDay cream SPF Daycream w/o perfume
Regenerist
Moisturizer SPF30
Antispotscream
Under eye - Puffinessand dark circle
EssentialCleansers
Wet cloths fordry/normal
Wet cloths forsensitive
Tonic Cream cleanser
Gel Exfloliant Eye make upremover
PRICING STRATEGYAND PROMOTIONSShowing Our Value
PRICING STRATEGY & PROMOTIONSShowing Our Value
Master in International Management | Olay Launch Spanish Market
Pricing Strategy
Market Trends
Competition-based approach
Aspiration of Prestige at affordable prices .
Niche was identified between the top Mass-Market brandL ’Oreal and the low-end of the Prestige segment .
Increased willingness to pay in the treatmentssegment (more money was spent on almost the samenumber of units),
Higher prices don ’t have a negative impact on the numberof units purchased , or on the repeat rate of purchasing .
Promotions
Gifsets would be exclusively sold for Mother ’s Day andChristmas at El Corte Inglés .
Discount promotions (15%) would be limited to periods ofsales in Spain (January and July).
PRICING STRATEGY & PROMOTIONS
Master in International Management | Olay Launch Spanish Market
Showing Our Value
Positioning Map
RBRETAILER BRANDS
High Prices
Low Prices
LowQuality
HighQuality
Positioning map for Mass Market Skincarebrands based on Bodybell.com
PRICING STRATEGY & PROMOTIONS
Master in International Management | Olay Launch Spanish Market
Showing Our Value
Total Effects
Recommended Selling Prices (R .S .P)
Day cream SPF15
Night nourishingcream
Eye cream
Day cream SPF Daycream w/o perfume
Regenerist
Moisturizer SPF30
Antispotscream
Under eye - Puffinessand dark circle
Essentials
Wet cloths fordry/normal
Wet cloths forsensitive
Tonic
Cream cleanser
Gel
Exfloliant
Eye make upremover
R.S.P
€21 .50
€21 .50
€21 .50
€25 ,50
R.S.P
€40 .00
€32 .00
€27 .00
R.S.P
€2 .99
€2 .99
€8 .19
€8 .19
R.S.P
€7 .19
€8 .19
€7 .69
DISTRIBUTIONCHANNELSBe Present & Make Yourself Noticeable
DISTRIBUTION CHANNELSBe Present & Make Yourself Noticeable
Master in International Management | Olay Launch Spanish Market
Department stores, drugstores and perfumeries
Highest percentage of value sales .Contribute to the construction of the prestigeimage .
Supermarkets
Hypermarkets
01
02
03
Fuel the market growthKey to create coverage and awareness
Private labels .
Private labels have a low value share .
Fuel the market growth .
COMMUNICATIONSTRATEGYTransmitting Our Essence
COMMUNICATION STRATEGY
Master in International Management | Olay Launch Spanish Market
Transmitting Our Essence
In-Store Activities
Stands in every El Corte Inglés .
Premium shelf stands in 1/3 of Hyper/D&P(Bodybell & Juteco).
Standard decoration in 2/3 D&P/Hyper .
Main customers
COMMUNICATION STRATEGYTransmitting Our Essence
Master in International Management | Olay Launch Spanish Market
Media
TV
P&G product bundling :
Only Total Effects , as thisrange could be a moreimpactful entrant in theSpanish market
Sampling
Olay would spend aconsiderable amount onprint media to emulatethe Prestige strategy .
Max Factor (Olay 7ml minisizes ofmake-up remover , etc .)
Additional 3ml sachet to be givenout at El Corte Inglés .
Visita
F A S H I O N W E E K
MADRID
www.demujeramujer.es OTOÑO- INVIERNO
2015/16
1-5 FEBRERO 2016
Feria de MadridDC Area 4 .1
#DEMUJERAMUJER
yconviértete en nuestra imagen.
Síguenos en : www .olay .es
COMMUNICATION STRATEGY
Master in International Management | Olay Launch Spanish Market
Transmitting Our Essence
Digital Marketing #demujeramujer
Online StoreBrand Collections Blog Link : www .demujeramujer .esInbound Marketing : content creation : beautytips , explanation of the formulas…)
Website
Demujeramujer .com : successful personal stories of Olay ’scustomers .YouTube channel (Additional ads and explanatory videos),Instagram , Facebook and Twitter accounts #demujeramujer
Social Media
Search Engine Marketing
Content
Social Profiles :
Google Adwords to advertise specific productdiscounts and new campaigns .
Elena SuárezMujer, madre y emprendedora
Sólo otra mujerpodría entenderte
MASTER IN INTERNATIONAL MANAGEMENT | FINAL PROJECTAdolfo Fernández, Celia Morales, Ananya Jain
L A U N C H I N G I N T H ES P A N I S H M A R K E T
w w w . o l a y . e s
BUDGET ALLOCATIONFinancial Analysis
Master in International Management | Olay Launch Spanish Market
FINANCIAL STATEMENTSFinancial Analysis
Master in International Management | Olay Launch Spanish Market
*Break even in year 3.