KKW Beauty Brand Expansion in China Yuxian Wang LXFM 749 Final Project Prof. Carin Wightman
Contents Introduction
Primary Research Methodology
Key Findings
Strategy and Deliverables
Conclusion
KKW BEAUTY DUPES Introduction
Primary Research Methodology
Experts Interviews
Bobbi Brown and Nars managers, employees Mac chief makeup artist
In-store Observation
Random shoppers found in stores
Focus Group
16 experienced beauty enthusiasts living in China and have their insights into the beauty industry
Key Findings 1. The trend and aesthetics of makeup have already changed in China • multi-colored to less color • powder to concealer
2. KKW Beauty focuses on a technique of using different shades to create the appearance of more defined features that currently is trending in China
3. KKW Beauty Gear up for international expansion by e-commerce in China
4. Kardashian has a huge fan base and great influence in China
Demographics • Age: 18-35 middle- or upper-class • Gender: Female • Income: $ 40,000 -100,000 + Geography Modern consumers in wealthy cities
Target Market Market
Psychographic • Focus on both high-end and affordable brands • Like to try cyberstar products and new products • Keen on online shopping with changing demand, diversified brand preference
Lifestyle • Enjoy social actives • Pursue new, fun and quality things • Want a glamorous look and live for themselves • Have a youthfulness, intelligence, confidence, and a love for fashion and beauty
Product Assortment
Strategy and Deliverables
Distribution Plan IMC Plan Financial Plan
Product Assortment Product Selection: cover the makeup and fragrance categories
Body Collection
Contour and
Powder Contour
Matte Cocoa
Highlight Kit
&Highlight Palette
Eyeshadow Palette
Concealer and
KKW X KYLIE
Kits
Lip Set
Body Perfume
Nude Crème Lipsticks and Lip Liners
New Product for Chinese Market
Price
Distribution Plan
Pop-up Stores
Tmall Global Online Store
Pop-up Stores
Tmall global Online Store
Tmall has a multi-level, large-volume consumer group
Tmall allows makeup brands to bypass China’s animaltesting requirements
Serve as a “high-quality storytelling platform” to convey its brand messages to more consumers
IMC Plan
Multi-media Marketing Plan
Launching Activities
Multi-media Marketing Plan
Target more refined segments of makeup consumers
Build brand awareness and helps to bring beauty products to life
Create beauty trend
Launching Activities
1. TV commercials on local channel 2. Interview of Kim Kardashian, live streamed on TV and social media
3. Put the ads on department store’s Billboard and subway tunnels
4. Private party: celebrities and models, social influencers, beauty bloggers and KOL will be invited
Promotional Budget
Initiatives Calendar
Allocation Merchandise Planning
Financial Plan
Sales Forecast Budget Sheets Income Statement
Allocation merchandise planning
Sales Forecast
Sales Forecast
Budget Sheets
21% 31%
KKW BEAUTY BUDGET SHARE
48%
Human Resources
Promotion
Logistics
Income statement
Conclusion