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