MEET THE TEAM
Caroline Deng
Jordan Ji
Lily Lin
Marketing and Information Systems
Marketing and Psychology
Finance and Marketing
LA ROCHE-POSAY L’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 INDUSTRY Nature Brands
DERMOCOSMETICS Mass-Medical Brands
MARKET SEGMENTATION
Dermatological Brands
Medical Professional Brands
Healthy Beauty
COMPETITOR ANALYSIS Premium
Clinical
Holistic
Affordable
LA ROCHE-POSAY’S MISSION “A better life for sensitive skin”
TARGET DEMOGRAPHICS
Sensitive Skin ➤ Effective ➤ Safe ➤ Well-Priced ➤ Recommended by professionals ➤
SWOT ANALYSIS
STRENGTHS ➤ ➤ ➤ ➤ ➤
Thermal water Sensitive skin Dermatologist-approved Strong global presence Strength in Western Europe
S
WEAKNESSES ➤
➤
➤
Lack of awareness among 15-25 year olds Weak market share in America Relatively weak digital presence in skincare market
W
OPPORTUNITIES
➤ ➤ ➤
➤ ➤
Travel Retail Asian market E-Commerce - lowest turnover rates Expansion in digital space Working with more online influencers
O
THREATS ➤
➤
➤
Shift towards Korean beauty trends Cheaper drugstore products Similar products (Thermal spring vs. Mountain water)
T
MARKET TRENDS
LRP BUSINESS PERFORMANCE
LRP PRODUCT PORTFOLIO
LRP MARKET SHARE 11.6% 8.1%
5.7%
2.9%
10.0% 17.2%
8.5% Worldwide
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
Dispensing Doctors
E-Commerce
DISTRIBUTION
Travel Retail
Medispas
Department Stores
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
APPENDIX D - GLOBAL RANKINGS
Source : Euromonitor , 2014, retail price, skincare including suncare
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-POSAY L’OREAL BRANDSTORM 2016