Shiseido Pop Up Shop

SAVANNAH ARMSTRONG HANNAH BROWN MADISON HENRY

POP UP

STAGE ONE - RESEARCH company overview financial & market analysis SWOT competition target persona STAGE TWO - PROPOSAL justification product assortment plan location details

CONTENTS

STAGE THREE - FINALE implementation

COMPANY OVERVIEW MISSION STATEMENT "beauty innovations for a better world"

PRIMARY BUSINESS cosmetics & skincare 4th largest cosmetics company in the world

OWNERSHIP

1872

public parent company to many

FINANCIAL PERFORMANCE

SALES & PROFITS $10B

SALES BY CHANNEL

$7.5B

e-commerce 40% $506M wholesale 60% $760M

$5B 40%

$2.5B

60%

$0B

2016

2017

2018

MARKET ANALYSIS GM%: 77.79% (2019) Skincare Market Size: $129.22B (2019) Market Share: 21% Japan B&M: none Wholesale: 122,000

IDENTITY MATRIX EXTERNAL

VALUE PROPOSITION

RELATIONSHIPS

POSITION

creating products that are both art and science, appealing to stakeholders desire for innovation, cosmetics and skincare

their relationship is multi faceted and crafted of interwoven layers of interest, strengths, and viewpoints

Prestige, leading global authority on skin and skincare and a leader of research in dermatology

IDENTITY MATRIX EXTERNAL/INTERNAL

EXPRESSION

BRAND CORE

PERSONALITY

Unique blend of the oriental mystique and sensitivity with western fashion values

Products that cater to your beauty but also your intellect, they empower people, product effectiveness

Graceful, discerning, creative, curious, authentic, prestigious

IDENTITY MATRIX INTERNAL

MISSION/VISION

CULTURE

COMPETENCIES

beauty innovations for a better world, inspired and elevated by artistry, the duality of art and science

corporate mission is to inspire a life of beauty and culture

product innovation, many awards for research and technology development

SWOT ANALYSIS

STRENGTHS STRONG SUPPLY CHAIN

MERGERS & ACQUISITIONS

- Able to incorporate innovative technologies - Have strong sourcing relationships

- Grow brand portfolio - Reach new global markets - Increase market share

PRODUCT INNOVATION - Adjust to changing market needs - Satisfy customers long term

STABLE CASH FLOW - Explore new market segments - Invest in technology

WEAKNESSES

LACK PRODUCT FLEXIBILTY

DIFFICULT TO REPLACE EMPLOYEES

- Difficulty going beyond current product categories - Limits expansion of brand portfolio

- Must spend time and money to replace skill set, knowledge, and training

OPPORTUNITIES

NEW ONLINE PLATFORMS

SUSTAINABILITY & TRANSPARENCY

- Reach new customer base - Grow brand awareness

- Use tech to satisfy younger consumers' want for eco-friendly products

THREATS

ENVIRONMENTAL REGULATIONS - Effect product development and distribution

CORONA VIRUS - Decrease travel retail sales - Limit production/ distribution

NEW COMPETITORS - smaller brands stealing business of younger consumers

COMPETITORS

PERCEPTUAL MAP

global reach

luxury

COMPETITOR PRICING

#1

age 25-40 high class, high income luxury, status, global market, created the brand to directly fill customer need, extensive technological resources, extensive research and development process

SK-II

#2

age 23-40 mass market budget friendly but high quality, product innovation, high quality products at a lower price, proven successful at entering new markets

CLARINS

#3

age 18-40 prestige tried and true products, brand loyalty, legacy, global brand recognition, product innovation, CSR

LANCOME

#4

age 25-45 trendy, high quality cult following, passionate, rooted in history, loyal consumers

TATCHA

#5

age 25-45 accessible luxury prestige beauty products, brand recognition

ESTEE LAUDER

MEI SATO age: 36 years old location: Tokyo, Japan education: B.S. Business Analytics, Kyoto University occupation: Business Analyst income: 9M Yen (86,000 USD) household income: 19M Yen (190,000 USD) relationship status: Married family: One child lifestyle: conservative and modest from style to behavior, she enjoys coffee/reading dates with her girlfriends from the office and spending time with her family, timid and quiet buying habits: collection of prestige skincare, logo mania VALS: Innovator/Achiever

LOS ANGELES POP UP

JUSTIFICATION DATES Summer 2022 150 year anniversary

MEASUREMENT KPIs & Sales per sqft Social media engagements

OBJECTIVES

SUMMER 2022

educate the consumer about effects of pollution, further establish US market presence, grow protection segment of products

JULIE REYES age: 34 years old location: Los Angeles, California, USA education: M.A. Education Administration, Michigan State occupation: High School Administrator income: $105,000 household income: $225,000 relationship status: Married family: Two children lifestyle: Environmentally aware, Honorary vegan, Balancing work and home, Travel when possible, Up to date on the latest news buying habits: Generally frugal but will splurge on skincare VALS: Thinker/Achiever

ASSORTMENT PLAN

FOOTFALL

@ THE GROVE Theater, fountain, trolley #2 most productive shopping center US 90% of guests make a purchase

LOCAL ATTRACTIONS Hollywood Walk of Fame, Talk show studios, Rodeo drive, theme parks

MARKET AREA Population: 4 million Tourist hub, international travellers

THE CITY OF STARS

EXACT LOCATION THE GROVE

COMPETITION Charlotte Tilbury M.A.C. Cosmetics Nordstrom Beauty Haven Sephora

PARKING Garage $10 admission Limited free spaces @ farmers market

189 THE GROVE DR. LOS ANGELES, CA 90036

THE NITTY GRITTY CITY OF LA

C-1 ZONE

FIRE SAFETY 0.2 inches of doorway per person 7 sqft of floor per person 1335 sqft = 190 max occupancy

ZONING LAWS C-1 Restricted Commercial Max wall height: 35 feet Outside storage not permitted

SALES TAX: 9.5%

MEET THE TEAM STORE MANAGER

ASSISTANT MANAGER

SALES ASSOCIATE

motivating sales teams, creating business strategies, developing promotional material, and training new staff

supervise employees, work with customers and help carry out the directives of the manager and owner

greeting and assisting the customers as well as maintaining the appearance of the store and merchandise

ESTHETICIAN

SECURITY OFFICER

skincare experts that will help educate consumers on their particular pollution protection needs

patrol property, monitor surveillance cameras, permit entry, keep watch of merchandise

SCHEDULE

ORGANIZATION CHART STORE MANAGER

ASST. MANAGER

ESTHETICIAN

SECURITY OFFICER SALES ASSOCIATE

TECHNOLOGY

APPLE PAY

BEAUTY SCREENS

SECURITY SYSTEM

For convenience

To educate and assist

Cameras and alarms

FLOOR PLAN

DETAILS dimensions: 26'9"X30'9" square footage: 1335.6 rent: $350/sqft per year $29/sqft per month total: $116,865

INTERIOR DESIGN

FROM FRONT DOOR

FROM CASH WRAP

CASH WRAP

SEATING AREA

SPA ROOM

BEAUTY SCREENS

COUNTER WITH GIFT BAG

SHELF WITH PRODUCTS

DIGITAL MEDIA PRESENCE

TEASER AD

DURING AD

CLOSING AD

LANDING PAGE

LAUNCH PARTY

AGENDA

DINNER

TRAVEL

LAUNCH PARTY

Koi Restaurant Arrive at 6:00

Limousine pick up from Koi to The Grove for launch party

Dessert offerings DJ Kara 4 Estheticians to meet personally with each influencer

BUDGET BREAKDOWN Influencer Marketing: $120,000 Koi Dinner: $960 Dj Kara: $1200

$123,015.75

Dessert: $150 Drinks (non-alcoholic): $50 Gift Sets: $278.75 Limousine: $129 Security: $120 Estheticians: $128

INFLUENCER CONTRACT

Each influencer must make 2-3 Instagram posts introducing the popup opening or the pollution products.

They must post Instagram stories

2-3 POSTS EACH

during each step of the event. They must make a specific post about

EVENT AND PRODUCT CONTENT

their favorite product at the popup

MULTIPLE MEDIA CHANNEL

and display the pop-up experience offerings. (When applicable) make a youtube or tik tok video on the items in the kit. Ex. Post the event showing how they use the products, a demo of the products

NY & CA based

MEET THE INFLUENCERS

@jenniferhenrynivich

@theluxilook

@missenocha

@monicastylemuse

@ninauc

@courtneyecallender

@justinliv

Instagram PreLaunch Post DETAILS Get ready for @Shiseido’s Pollution Protection Set only available this summer at The Grove Pop-up Shop! My skin is feeling amazing already!

Products: Power Infusing Concentrate(30ml) Clarifying Cleanser Foam Urban Environment Oil-Free UV Protector SPF 42 Sunscreen (30mL)

Instagram Launch Post DETAILS At the Shiseido Pop-up in LA getting expert advice from their estheticians on what skincare regiment works for me and how I can help my skin fight the NYC pollution!

Heres what we picked: Beauty Sleeping MaskLegendary Enmei Ultimate Luminance SerumUrban Environment Oil-Free UV Presentations tools that can Protector SPF 42are Sunscreen

be lectures, speeches, and more.

Instagram Post Launch DETAILS Can’t stop raving about this serum from Shiseido! Make sure you stop in the LA pop up shop before August 1st to find your perfect match!

Product: Legendary Enmei Ultimate Luminance Serumare tools that can Presentations

be lectures, speeches, and more.

GANTT CHART

LONG TERM STRATEGY

PROTECT BEAUTY - UV protection and care - Eco-friendly packaging - Reduction of environmental burden

EMPOWER BEAUTY - Gender equality - Support for empowerment - Business and human rights

INSPIRE BEAUTY - Utilization of Shiseido's cultural assets - Communication of Japanese beauty

REFERENCES https://www.globenewswire.com/news-release/2019/04/23/1807919/0/en/Global-Skin-Care-Products-Market-to-Surpass-US-179-51Billion-by-2027-Coherent-Market-Insights.html https://www.marketwatch.com/press-release/cosmetics-products-market-2019-global-industry-trends-share-size-demand-growthopportunities-industry-revenue-future-and-business-analysis-by-forecast-2023-2019-07-11 http://fernfortuniversity.com/term-papers/swot/1433/1427-shiseido.php https://www.shiseido.com/us/en/skincare/ https://www.sk-ii.com/our-products https://www.clarinsusa.com/en/face/200/ https://www.lancome-usa.com/skin-care https://www.encyclopedia.com/social-sciences-and-law/economics-business-and-labor/businesses-and-occupations/shiseido-companylimited https://corp.shiseido.com/en/ir/pdf/ir20190208_594.pdf https://corp.shiseido.com/report/en/pdf/anu_digest.pdf https://corp.shiseido.com/en/ir/library/annual/pdf/2017_12/anu00001.pdf https://www.esteelauder.com/https://www.tatcha.com/category/shop-all/ https://www.thedrum.com/news/2017/07/04/sk-ii-builds-its-successful-marriage-market-campaign-with-the-expiry-date https://www.cosmeticsbusiness.com/news/article_page/Clarins_targets_Millennial_market_with_natural_launch_My_Clarins/150191 https://snapshot.numerator.com/brand/lancome https://snapshot.numerator.com/brand/estee_lauder https://corp.shiseido.com/en/ir/pdf/ir20180305_482.pdf https://www.cosmeticsbusiness.com/news/article_page/Shiseido_moves_in_on_younger_market/89404 https://unsplash.com/

REFERENCES https://www.scribd.com/doc/57031193/P-G-Japan-The-SK-II-Globalization http://fernfortuniversity.com/term-papers/swot/1433/1386-clarins.php http://yoosteena.blogspot.com/2014/09/ch-2-strategic-planning-for-competitive.html https://www.thecasecentre.org/corporate/products/view?id=140014 https://www.forbes.com/sites/greatspeculations/2014/06/10/heres-what-estee-lauder-has-done-to-boost-its-share-in-emergingmarkets/#6dbcae797074 https://www.essay48.com/value-chain-analysis/5820-TATCHA-Marketing-the-Beauty-Secrets-of-Japanese-Geisha-Value-Chain-Analysis https://corp.shiseido.com/en/sustainability/inspire/ https://martinroll.com/resources/articles/asia/shiseido-the-asian-cosmetic-brand/ https://caruso.com/our-portfolio/the-grove/https://casestudies.uli.org/wpcontent/uploads/2015/12/C033020.pdfhttp://cushwakeretail.com/reports/americas/UnitedStates_LosAngeles_RetailGuide.pdf https://en.wikipedia.org/wiki/The_Grove_at_Farmers_Market https://www.forbes.com/sites/katiasavchuk/2016/03/18/los-angeles-developer-of-disneyland-like-open-air-malls-has-amassed-3-5billion-fortune/#4397be5d5396 http://planning.lacounty.gov/luz/summary/category/commercial_zones http://www.todayifoundout.com/index.php/2014/08/maximum-occupancy-building-calculated/ https://thegrovela.com/shopping/http://zimas.lacity.org/ https://corp.shiseido.com/report/en/sustainability/ https://www.ziprecruiter.com/Salaries/How-Much-Does-a-Security-Guard-Make-a-Year-in-Los-Angeles,CA https://www.thestorefront.com/mag/hiring-for-pop-up-shops-your-guide-to-finding-top-temp-talent/ https://www.shopify.com/blog/pop-up-shop