Dzień z życia Brand Managera na

przykładzie firmy L’Oreal i marki Men

Expert

Maciej Śledziński

L’Oreal Men Expert

UNIWERSYTET EKONOMICZNY W POZNANIU

09.05.2013

WHO WE ARE KEY FACTS & FIGURES

WHO WE ARE AN EVER-GROWING PORTFOLIO OF BRANDS

TALENT DEVELOPEMENT PROGRAM

MARKETING TRAINEE SKINCARE

EUROPPORTUNITY PROGRAM

MARKETING TRAINEE HAIRCARE

JUNIOR PRODUCT MANAGER

HAIRCOLOR

FIELD EXPERIENCE

SALES REPRESENTATIVE

PRODUCT MANAGER

MEN EXPERT

MARKETING DEP.

HAIRCARE

&

HAIRCOLORATION

MAKE-UP SKINCARE

DIGITAL

MANAGER

PR

MANAGER

100

200

300

400

500

600

700

800

900

1 000

1 100

FACE C

AR

E

HA

IR C

AR

E

MA

KE-U

P

DEO

DO

RA

NTS

TO

OT

HPASTES

BO

DY C

AR

E

MEN

SH

AV

ING

&AFTER

SH

AV

E

HA

IR C

OLO

RAN

TS

SH

OW

ER

GELS

SO

APS

HA

IR S

TYLI

NG

FEM

ALE

FRA

GRA

NCES

INTIM

ATE H

YG

IEN

E

BA

TH

FO

AM

S

SU

N C

AR

E

LIP C

AR

E

DEPIL

ATO

RS

in m

io

2012

+5,3%+6,0%

+7,0%

+3,3%

+7,2%

+0,2%

+3,8%+12,2%

+5,9% -0,2%

-0,8%

+4,3%

+20,5%

+7,0%

+10,2%

+8,0%+6,3%

• Evolution 2012/ 2011: + 5,3%

• Market size (All Categories) : 8,1 bio PLN

Source: Nielsen, MA 2012

MASS MARKET SIZE evolution (value)

Evol : 2012/11

NO. 1 CATEGORY IN VALUE

MEN FACE CARE: +10,8%!

25

50

75

100

125

150

175

SO

APS

HA

IR C

AR

E

TO

OT

HPASTES

FACE C

AR

E

DEO

DO

RA

NTS

BO

DY C

AR

E

MA

KE-U

P

SH

OW

ER

GELS

HA

IR S

TYLI

NG

HA

IR C

OLO

RAN

TS

MEN

SH

AV

ING

&AFTER

SH

AV

E

INTIM

ATE H

YG

IEN

E

BA

TH

FO

AM

S

FEM

ALE

FRA

GRA

NCES

LIP C

AR

E

SU

N C

AR

E

DEPIL

ATO

RS

in m

io

2012

-2,4%

+2,3%

+2,2%

+7,2%

+3,7%+5,8%

+7,0%+7,3%

-3,7% +1,1% -1,2%

+12,0% -2,3%-1,5% +15,7% +0,0% +5,4%

• Evolution 2012/2011: +2,7%

• Market size (All Categories) : 940 mio units

Source: Nielsen, MA 2012

Evol : 2012/11

MASS MARKET SIZE evolution (units)

MEN FACE CARE: +18%!

WORDLWIDE

WORDLWIDE

15

233

269 294 289 286

+14%

+16%

+9%

-2% -1%

MEN MARKET MLN PLN

16

LONG TERM DEVELOPMENT

MEN MARKET VALUE (286 M PLN in 2011)

+10,5%

-4,2%

-2%

POLAND

17

LONG TERM DEVELOPMENT

MEN MARKET ITEMS (29 M UNITS in 2011)

POLAND

18

I. ZIAYA YEGO (6 SKU)

II. SORAYA MEN (14 SKU)

III. Dermika Men’s Space (11 SKU)

IV. Tolpa Men (7 SKU)

V. Bielenda Men (5 SKU)

VI. STR8 Balms (2 SKU)

NEW PLAYERS – 6 BRANDS IN 2011

19

TOTAL POLAND MA 2012

20

TOTAL POLAND MA 2012

No of POSChannel

weightEvol [%]

VAL

SOMDV

VAL

SOMDV

VAL

SOMDV

VAL

SOMDV

VAL

SOMDV

Total Poland 124 830 100 19% 31,3 80 24,7 84 3,7 74 12,6 75 3,8 41

Hypermarkets 307 21,3 -4% 38,9 95 35,1 98 3,2 63 13,4 79 0,0 0

Supermarkets 2 681 3,2 8% 34,5 45 47,1 62 2,6 13 5,9 19 0,0 0

Chemical Chains 1 128 66,7 29% 30,3 99 19,9 100 3,6 97 12,8 96 5,7 69

Discounters 2 362 0,0 0% 0,0 - 0,0 - 0,0 - 0,0 - 0,0 -

Traditional Trade 118 352 8,8 28% 19,7 26 28,2 42 5,8 37 11,5 30 0,0 0

Chemist Independent 6 594 8,0 32% 21,2 34 26,3 52 5,2 44 12,1 39 0,0 0

Mixed Stores 29 760 0,2 -22% 0,0 0 59,8 6 21,9 23 0,0 0 0,0 0

Food Stores 58 756 0,0 -11% 0,0 0 66,0 1 0,0 0 0,0 0 0,0 0

Multipurpose 5 277 0,5 9% 5,4 2 44,5 22 9,0 18 7,3 4 0,0 0

Kiosks 17 965 0,0 0% 0,0 0 0,0 0 0,0 0 0,0 0 0,0 0

TRADE STRUCTURE

MEN EXPERTNIVEA FOR

MENTOTAL MEN ZIAJA YEGO AA MEN PRIVATE LABEL

OUR BRANDS VS COMPETITION

21

MEN FACE CARE DISTRIBUTION MA 2012 (VALUE)

Nr 1

Źródło: AC Nielsen, udział wartościowy męskiej pielęgnacji twarzy za I-VIII 2011

MARKET LEADER

IN MEN FACE CARE

40+

VIT

A L

IFT

VIT

A L

IFT

5

FACE CARE

AFTER SHAVE BALMS, GELS, SPLASHES

SHAVING GELS, FOAMS

25+ H

YD

RA

SEN

SIT

IVE

18+

PU

R &

MA

T

25+

HY

DR

A

EN

ER

GETI

C

18+

HY

DR

A

EN

ER

GETI

C

X-T

REM

E

MEN EXPERT PORTFOLIO 2013 – 38 PRODUCTS C

LEA

NSER

S

(7 S

KU

)

FA

CE C

AR

E

(18

SK

U)

AFTE

R-S

AV

E

(9 S

KU

)

SH

AV

ING

(4 S

KU

)

2004 2011

BOLD, MASCULINE, VISIBLE

GERARD

BUTLER

PATRICK

DEMPSEY

HUGH

LAURIE

THE AMBASSADORS

TVC Hydra Energetic X-Treme

WHAT

GIRLS THINK

YOU ARE

WHAT

YOUR FRIENDS THINK

YOU ARE

WHAT

SOCIETY THINKS

YOU ARE

WHAT

YOUR MOM THINKS

YOU ARE

CONSUMER FACTS

72

28

MAGNETYCZNY

WĘGIEL

ŻEL NAWILŻAJĄCY

TURBO BOOSTER

HYDRA ENERGETIC X-TREME

ŻEL NAWILŻAJĄCY

DO 3-DNIOWEGO ZAROSTU

TVC Hydra Energetic

ŻEL MYJĄCY

„EFEKT KOSTKI

LODU”

HYDRA ENERGETIC

ROLL-ON

POD OCZY

KREM PRZECIW

OZANKOM

ZMĘCZENIA

KREM PRZECIW

WYSUSZANIU

SKÓRY

KREM PRZECIW

BŁYSZCZENIU

SKÓRY

TVC

TVC Vitalift 5

KREM PRZECIW

STARZENIU

ROLL-ON

POD OCZY

VITALIFT 5

TVC SPLASHES

1 =

2 ≠

3

4 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

9 / 10 MEN DON’T USE MEN FACE CARE

CHALLENGES

5 40% OF MEN FACE CARE IS BOUGHT BY WOMEN

CHALLENGE IS EVEN BIGGER…

BEING A

BRAND MANAGER

PRODUCT MANAGER IS A HUB?

MAN ON A MISSION

To contribute to the growth of a brand on

his / her market,

by driving new product launches and

pushing growth on pillar products

through the implementation of

promotional and advertising Excellence

for a specific product(s)

PRODUCT MANAGER

KEY RESPONSIBILITIES OF A PRODUCT MANAGER

PRODUCT

MANAGER

IMPLEMENT

NEW

PRODUCT

LAUNCHES

EXECUTE

LOCAL

ADAPTATION

OF ADVERT.

PROPOSE

AND

IMPLEMENT

BRAND

PLAN

MANAGE

BUDGETS

RECOMMEND

MEDIA

SPENDINGS

INTERACT

EFFICIENTLY

WITH

OTHER

DEPART.

ANALYSE MARKET

AND CONSUMER DATA AND

RECOMMEND

THE MOST

IMPORTANT TASKS

CONSUMER

ANALYSIS

PACKAGING

ADAPTATION

BRAND PLAN

CREATION

CREATING

COMMUNICATION

MEDIA

PLANNING

MEDIA

ADAPTATION

CAMPAIGN

CREATION

BRAND PLAN

IMPLEMENTATION TEAM

MOTIVATION

COMPETITION

ANALYSIS

PRODUCT MANAGEMENT IS A TEAMWORK!

McCann

Agency

Media

House

Business Developement

PR & DIGITAL

MARKET & CONSUMER DATA

MEDIA

BUYING

Creative

agencies

In-House Research

ADVERTISING ADAPTATION

PREPARE NEW LAUNCHES

BRAND PLAN IMPLEMENTATION

PLENTY OF TOOLS AVAILABLE

PRODUCT MANAGER

IS THE ONE TO PRESS IT

CAMPAING CRAFTING

PLAN 1. LAUNCHES, VOLUME-CAMPAIGN, IMAGE-STRENGTHENING 2. SET THE BUDGET FOR YOUR ACTIVITIES

CHOOSE CONTEXT 1. CONSISTENT WITH THE BRAND SITUATION

2. PERIOD IN TIME AND COMPETITVE ENVIRONMENT

SET OBJECTIVES 1. QUANTITVE: HOW MUCH? 2. QUALITATIVE: WHAT FOR?

SET MECHANISM 1. PROMOTIONAL MECHANISM

2. BIG IDEA, THEME

CHOOSE TOOLS 1. WHAT TO DO IN POINT OF SALE?

2. GIFTS?

CHECK FEASIBILITY 1. BUDGET CONSTRAINTS

2. PRODUCTION TIME AND RETROPLANNING

RECOMMEND & SELL IT!

FOLLOW-UP 1. SELL-IN, FEEDBACK FROM SALES 2. SELL-OUT, PICTURES FROM THE STORES,

ETC.

360* CAMPAING

TV, PRESS, OUTDOOR

RADIO, INTERNET,

MEDIA

POINT

OF SALE POSTERS, FLYERS, HANGERS,

SHELFSTOPPERS, FLOOR

STICKERS, TOTEMS, DISPLAYS,

GONDOLAS, ANIMATIONS

PR ADVERTORIALS, PRODUCT

PLACEMENT, BACKSTAGE

FOTOS, ENDORSEMENTS,

INTERVIEWS, REVIEWS

OTHERS EVENTS, SAMPLING, AMBIENT,

SPONSORSHIP, ETC.

PROMO WHERE? MECHANISM –

COUPONS, DISCOUNT, BUY

ONE GET ONE FREE

DAY RYTHM

9:20 CHECK IN

9:40 EMAILS CHECK CURRENT SELL-IN CHECK LAUNCH TRACKER

ACCEPT LAYOUT OF THE POSTER

11:00 FORECAST

MEETING

REBRIEF FOR MEDIAPLAN

COMMENT ON PACKAGING TRANSALATION ACCEPT THE PROMO MODULE FOR ROSSMANN LEAFLET

SOLVE EMERGENCY WITH POS MATERIALS

PRODUCTION DELAYES

CHECK COMPETITIVE REPORT

REVISE PAST MONTHS: ACTUAL SALES VS. FORECAST

ESTIMATE NEW QUANTITIES FOR LAUNCHES REVISE YEARLY PLAN

12:30 LUNCH BREAK

13:00 EMAILS CHECK POS MATERIALS

DELIVERY STATUS

REBRIEF KEY VISUEL FOR THE UPCOMING CAMPAIGN

ACCEPT FACEBOOK POSTS FOR THE FANPAGE

14:00 WEEKLY MARKETING

MEETING

CHECK NEW TVC SPOT SENT BY THE AGENCY AND PROPOSE TRANSLATION

PRESENT NEW LAUNCH ANALYSIS TO THE

GENERAL MANAGER OF THE DIVISION

PRESENT YOUR MEDIA SPLIT FOR THE UPCOMING CAMPAIGN

DEFEND YOUR POINT:)

15:30 BRIEFING PREPARE A BRIEF FOR NEW CAMPAIGN AND SEND IT TO THE AGENCY

16:30 TVC VOICE

RECORDING

[OUT OF OFFICE]

PREPARE RIGHT TRANSLATION FOR THE TVC

SUPERVISE RECORDING OF COUPLE OF VERSION

18:00 DONE ;-)

SUM UP

WHAT MAKES A GOOD

PRODUCT MANAGER?

WHAT MAKES A GOOD PRODUCT MANAGER?

MOTIVATION

BRAND ENGAGEMENT

SKILLFUL MULTI-TASKING

GOOD DECISION MAKING

BEING A DREAMER

WHAT IS COOL ABOUT

BEING A

PRODUCT MANAGER IN

L’OREAL?

HIGH QUALITY COMMUNICATION

THE TEAM

NEW LAUNCHES, NEW CAMPAIGNS

GREAT BRANDS, GREAT PRODUCTS

WHAT IS COOL ABOUT BEING A

PRODUCT MANAGER IN L’OREAL?

STRATEGIC ROLE OF MARKETING

FLEXIBILITY

FUN!

L ’ORÉAL POLSKA TALENT DEVELOPMENT PROGRAM

For master studies students and young graduates

Ambitious, passionate, willing to challenge themselves and learn from

the best professionals

Different departments: marketing, sales, category management,

controlling, HR

An independent and ambitious project

Work in dynamic, friendly teams

6-months, full time, paid program

Employment contract, benefits

Possibility to continue your career at

a managerial position

80% of our junior managers were Talent

Development Program interns!

Dzień z życia Brand Managera na

przykładzie firmy L’Oreal i marki Men

Expert

Maciej Śledziński

L’Oreal Men Expert