Internship Presentation Mona Thelemaque Marketing Designer Brands
Internship Presentation Mona Thelemaue Marketing Designer Brands
The Company
Distribution 5 Divisions 23 International Brands Consumer Products
Mass Market
Luxury Products
Perfumeries & Counter
Professional Products
Pharmacy Cosmetics
The Bodyshop
Hairdresser’s Shops
Pharmacies
2.300 shops worldwide
The Company
Internship Presentation Mona Thelemaque Marketing Designer Brands
Sales Performance by Division in 2008
Source: L‘OrĂŠal Annual Report 2008
Internship Presentation Mona Thelemaque Marketing Designer Brands
Designer Brands
Consumer Products
Mass Market
Luxury Products
Perfumeries & Counter
Professional Products
Pharmacy Cosmetics
The Bodyshop
Hairdresser’s shops
Pharmacies
2.300 shops worldwide
5 Departments Fairly wide distribution vs. strongly selective distribution
Designer Brands
Luxury Products
Perfumeries & Counter
I supported the team responsible for the fragrance brands in bold.
Internship Presentation Mona Thelemaque Marketing Designer Brands
The Team
Stefanie von Albert Marketing Director
Rosemarie Smaili Mktg. Assistant
Nicole Kattanek POS Event Manager
Stephanie von Flotow Trade Marketing Manager
Tobias Bittner Group Product Manager
Christine Hupe Product Manager
Philipp Guenkel Junior Product Manager
Internship Presentation Mona Thelemaque Marketing Designer Brands
Designer Brands
Positioning within the Fragrance Market Viktor & Rolf Dior Chanel Luxury Brands Dolce & Cabana JPG Gaultier Premium Lifestyle Brands
Calvin Klein
DKNY
D&G
Boss
Entry into the Luxury Market
Hugo Azzaro
Davidoff
Joop!
Designer Brands
Internship Presentation Mona Thelemaque Marketing Designer Brands
Sales Performance per Berrand in 2009
Source: IRI YTD Mai 2009 (Wert)
Internship Presentation Mona Thelemaque Marketing Designer Brands
My Responsibilities OPERATIVE
Created presentations for internal meetings Created presentation material for sales representatives Coordinated weekly „To Do“- meetings Managed product orders Monitored competitor advertisements Conducted briefings Wrote and proofred texts for promotional materials Covered for my supervisor during vacation
CREATIVE
ANALYTICAL
Conducted market and competitor analyses
Created planograms with in-house graphic designer Created mood boards Designed phial wrappings Developed conceptual designs
Created ales documents for sales representatives
+ VOTED CHIEF INTERN OVER 75 INTERNS
My Responsibilities OPERATIVE 
Covered for my supervisor during her vacation
Internship Presentation Mona Thelemaque Marketing Designer Brands
Invented, planned and managed SAMPLING ACTIVITIES for IDOLE D‘ARMANI FRAGRANCE DISPENSERS in 21 shopping malls September15 – 28, 2009 FLATSCREENS featured in 11 shopping malls
Results: 2,1 Mio. Fragrance Contacts & 2,8 Mio. Advertising Spot Contacts
Invented, planned and managed SAMPLING ACTIVITIES for IDOLE D窶連RMANI SAMPLING IN 12 GOLFCLUBS BUNDESWEIT SAMPLING IN 12 GOLF CLUBS NATIONWIDE im September throughout September 2009 Vorderseite
Rﾃｼckseite
Result: 40.000 Testmusterkontakte 40.000 Test Samples Contacts
Invented, planned and managed SAMPLING ACTIVITIES for IDOLE D‘ARMANI LADIES NIGHT SAMPLING IN 31 CINEMAS in September, November & December 2009 Vorderseite
Rückseite
on 09-23-2009 „Die nackte Wahrheit“ on 11-18-2009 „New in Town“ on 12-02-2009 „Zweiohrküken“
Result: 45.000 Test Samples Contacts
Invented, planned and managed SAMPLING ACTIVITIES for IDOLE D窶連RMANI SAMPLING IN RESTAURANTS, BARS UND LOUNGES SAMPLING IN RESTAURANTS, BARS UND LOUNGES im Oktober throughout October 2009 Vorderseite
Rﾃｼckseite
60.000 Testmusterkontakte Results: 60.000 Test Samples Contacts
Invented, planned and managed SAMPLING ACTIVITIES for IDOLE D‘ARMANI SAMPLING DURING THE GOLD CUPS OF POLO SPORTS August 29 – 30, 2009 in Hamburg
Results: 2.200 Test Samples Contacts
Invented, planned and managed SAMPLING ACTIVITIES for IDOLE D‘ARMANI SAMPLING WÄHREND DER OPERNGALA SAMPLING DURING THE GALA OPERA OF THE DER DEUTSCHEN AIDSSTIFTUNG GERMAND AIDS FOUNDATION am 07.11.2009 in Berlin November 7, 2009 in Berlin Duftsampling in hochwertigen Give-away Fragrance Sampling in Exclusive Bags an hochrangige Prominente Give-Away Bags for Celebrities
Results: 1.200 Duftkontakte 1.200 Fragrance contacts
My responsibilities
Internship presentation Mona Thelemaque Marketing Designer Brands
Sampling Activities for Idole d‘Armani
Brainstormed Came up with ideas for sampling Created presentations Plannedand managed of sampling activities Held feedback meetings with Product Manager Designed flyers Conducted briefing with vendors, such as ad agencies Managed promotion of events
Internship Presentation Mona Thelemaque Marketing Designer Brands
My Responsibilities OPERATIVE
Created presentations for internal meetings Created presentation material for sales representatives Coordinated weekly „To Do“- meetings Managed product orders Monitored competitor advertisements Conducted briefings Wrote and proofred texts for promotional materials Covered for my supervisor during vacation
CREATIVE
ANALYTICAL
Conducted market and competitor analyses
Created planograms with in-house graphic designer Created mood boards Designed phial wrappings Developed conceptual designs
Created ales documents for sales representatives
+ VOTED CHIEF INTERN OVER 75 INTERNS
Analytical
Internship Presentation Mona Thelemaque Marketing Designer Brands
OSA – Oracle Sales Analizer Tool to gain the sales figures of the German fragrance market „Coverage“:
Four dimensions:
Total market Women‘s market Men‘s market Full sets Decorative cosmetics
Geography: Time: Measure: Product:
e.g. KWH Week, month, year, YTD Sales in 1.000 Euro, sales in 1.000 pieces, market share, variation to previous year, etc. Brand level, product line, single / numerous products
Analytical
Internship Presentation Mona Thelemaque Marketing Designer Brands
Sell Out Analysis
CIV Analysis
Purpose: How much sales does the retail market achieve?
Purpose: How much profit do product sales generate?
Flèches Prix
Price list
Purpose: To which extend can prices be implemented in the market? How successful is the company’s price strategy? Create perfume ranking.
Purpose: Update price lists. Prepare price matrix with complete product range.
Analytical
Internship Presentation Mona Thelemaque Marketing Designer Brands
Europe Comparison
Establish Brand Profiles
Purpose: How and to what extend do the rankings within Europe differ?
Purpose: Bases for comparison of competition.
Launch Analysis
Packsize Analysis
Purpose: Success since launch of different products? Are there favorable and less favorable times during which to launch a new product?
Purpose: Which ml-size achieves the biggest profit? Which share does it represent within the particular product range? Which trends can be detected?
Analytical-Creative
Internship Presentation Mona Thelemaque Marketing Designer Brands
Sales Folder What is it? It contains all the important information about the current sales period, planned the promotion activities and a list of all the available POS (point-of-sales) materials. Other supportive material for the sales representatives is provided together with the sales folder.
Analytical-Creative
Internship Presentation Mona Thelemaque Marketing Designer Brands
Sales Folder Market Data
L‘OrĂŠal Designer Brands vs. Competition
Sales Period
Novelties of the Current Sales Period
Analytical-Creative
Internship Presentation Mona Thelemaque Marketing Designer Brands
Sales Folder Promotion Activities
Supportive Actions
Sales Period
 Created Layout Design  Formulated Texts
Analytical-Creative
Internship Presentation Mona Thelemaque Marketing Designer Brands
Sales Folder Media Plans
What Kind of Media Support?
Sampling Activities
What Kind of Sampling Activities?
Analytical-Creative
Internship Presentation Mona Thelemaque Marketing Designer Brands
Sales Folder Decorative Material
Presentation and Product Support at the Point Of Sales
Merchandising
Product Placement on the Shelves in Stores
Analytical-Creative
Internship Presentation Mona Thelemaque Marketing Designer Brands
Sales Folder Overarching Tasks: Product Knowledge Time management Never losing track of the focal points of the project as a whole Designing of layouts Briefing of print shop, graphic design agency, inside sales
Internship Presentation Mona Thelemaque Marketing Designer Brands
My Responsibilities OPERATIVE
Created presentations for internal meetings Created presentation material for sales representatives Coordinated weekly „To Do“- meetings Managed product orders Monitored competitor advertisements Conducted briefings Wrote and proofred texts for promotional materials Covered for my supervisor during vacation
CREATIVE
ANALYTICAL
Conducted market and competitor analyses
Created planograms with in-house graphic designer Created mood boards Designed phial wrappings Developed conceptual designs
Created ales documents for sales representatives
+ VOTED CHIEF INTERN OVER 75 INTERNS
Creative
Sales Sheets Work Process:
Internship Presentation Mona Thelemaque Marketing Designer Brands
Preis & Menge Possible Result:
Emporio Armani Classic He: EdT 30 ml
Emporio Armani Classic She: EdP 30 ml
Empf. VK:
38,00 €
Empf. VK:
EK:
19,48 €
EK:
20,50 €
Menge:
Info folgt (VID)
Menge:
Info folgt (VID)
CA cat:
CA cat: Liefertermin:
40,00 €
Sell&Ship
Liefertermin:
Sell&Ship
Creative
Phial Wrapping Work Process:
Internship Presentation Mona Thelemaque Marketing Designer Brands
Creative
Conceptual Ideas
Internship Presentationn Mona Thelemaque Marketing Designer Brands
Aids-Gala Kรถln
Aids-Gala Kรถln
Aids-Gala Kรถln
ONLY THE BRAVE, BMX CHAMPIONSHIPS IN KÖLN, 10.-12. JULI
Responsibilities as Chief Intern
Internship Presentation Mona Thelemaque Marketing Designer Brands
Internship Evaluation
Internship Presentation Mona Thelemaque Marketing Designer Brands
PROFESSIONAL Operation and processes of an international company Obstacles and challenges that occur during the introduction of a product into the market Becoming acquainted with the German fragrance market Application and extension of my marketing know-how Autonomous working Coping with high workload and a great diversity of tasks Assuming responsibility
PERSONAL
Understanding the importance of pro-activity Strengthen self-confidence Learning how to adequately interact with colleagues, agencies, etc. Extension of ability to work in teams Enhancement of my assertiveness
Thank you for your attention!