Team Charisma
Some target customers Boyfriends Commuters
Some target customers Environmentalists Tourists
Define the market Competition Consumers & Trend
Global market Worldwide cosmetics market 2003-2012 (annual growth rate) grew by 4.6% each region and its distribution channels expanded
Global market Breakdown of the worldwide cosmetics market (as %) Skincare product 29.1% New markets 39.4% Asia & Pacific
Global market Top 10 beauty markets
Chinese market Current market situation
Chinese market Current market trends Product function specialization Manly product design
1 2 Chinese market Growth opportunities Chinese male cosmetics market with big potential growth Improvement of Chinese male consumer awareness in skin care
Personal care shops, department stores, online shopping Chinese market Characteristics of distribution channels Personal care shops, department stores, online shopping
Define the market Competition Consumers & Trend
Main Competitors Positioning and targets
Main Competitors Positioning and targets Kiehl’s L’Occitane Jurlique Pricing ￥85-650 ￥260-370 ￥230-780 Quantity of Men’s 13 3 Not specialized for man Core value Alcohol-free Natural organic Medical background Plant bioactive Mediterranean aesthetics Reject animal experiments Organic planting Natural antioxidant No chemical additives Classify Skin types Botanics Function
Main Competitors Kiehl’s L’Occitane Jurlique Positioning and targets Target customers 20-35 years old 38% male customers Both sexes Marketing strategy Offer no discount First-rate service Mass samples Social networks Foundations Press conference Magazines
Define the market Competition Consumers & Trend
Chinese men’s mental and behavioral traits High income High purchasing power Quick buying Less tolerance Different skincare requirement Attract women accompanying men
Kiehl’s target customers 20-35 years old All family members Higher degree of education Higher income Fashion lifestyle Experience of living abroad
Strength Weakness Opportunity Threats
Strengths rising sales growth uniqueness of product expanding Chinese market share consumers relationship management (CRM)
Weaknesses pricing slightly higher reject traditional marketing strategies E-commerce merchandising
Opportunities Threats Immeasurable potential in Chinese male market Medical background acquires more credibility Scale effect High price scares salariats Chinese consumption concept caters for discount
New Product Marketing Promotion Plan
Background Theoretical basis Design basis New Product Activated charcoal facial cleanser Background Theoretical basis Design basis
New Product Product performance
A long-term series of anti-pollution products New Product Product positioning Short-term A long-term series of anti-pollution products
New Product Product positioning Pricing 200ml ￥330 200ml ￥280
New Product Product positioning In Bottle: 200ml ￥330 In Bulk: 4ml ￥7
Bundling men’s skincare product with women’s In-store skincare plan Market promotional plan Bundling men’s skincare product with women’s 3 Bottle Upgrade 2 1 In-store skincare plan
Handing out samples and brochures Opening additional stores Market promotional plan Handing out samples and brochures Opening additional stores
Market promotional plan Phase Three: Digit Strategy
Phase Four: Pulic Relation Campus promotion program Market promotional plan Phase Four: Pulic Relation Campus promotion program
Thank You Carrie Lin Coco He Michael Li Charisma