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Team Charisma
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Some target customers Boyfriends Commuters
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Some target customers Environmentalists Tourists
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Define the market Competition Consumers & Trend
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Global market Worldwide cosmetics market (annual growth rate) grew by 4.6% each region and its distribution channels expanded
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Global market Breakdown of the worldwide cosmetics market (as %)
Skincare product 29.1% New markets 39.4% Asia & Pacific
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Global market Top 10 beauty markets
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Chinese market Current market situation
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Chinese market Current market trends Product function specialization
Manly product design
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1 2 Chinese market Growth opportunities
Chinese male cosmetics market with big potential growth Improvement of Chinese male consumer awareness in skin care
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Personal care shops, department stores, online shopping
Chinese market Characteristics of distribution channels Personal care shops, department stores, online shopping
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Define the market Competition Consumers & Trend
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Main Competitors Positioning and targets
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Main Competitors Positioning and targets Kiehl’s L’Occitane Jurlique
Pricing ¥85-650 ¥ ¥ 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
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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
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Define the market Competition Consumers & Trend
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Chinese men’s mental and behavioral traits
High income High purchasing power Quick buying Less tolerance Different skincare requirement Attract women accompanying men
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Kiehl’s target customers
20-35 years old All family members Higher degree of education Higher income Fashion lifestyle Experience of living abroad
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Strength Weakness Opportunity Threats
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Strengths rising sales growth uniqueness of product
expanding Chinese market share consumers relationship management (CRM)
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Weaknesses pricing slightly higher
reject traditional marketing strategies E-commerce merchandising
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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
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New Product Marketing Promotion Plan
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Background Theoretical basis Design basis New Product
Activated charcoal facial cleanser Background Theoretical basis Design basis
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New Product Product performance
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A long-term series of anti-pollution products
New Product Product positioning Short-term A long-term series of anti-pollution products
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New Product Product positioning Pricing 200ml ¥330 200ml ¥280
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New Product Product positioning In Bottle: 200ml ¥330 In Bulk: 4ml ¥7
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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
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Handing out samples and brochures Opening additional stores
Market promotional plan Handing out samples and brochures Opening additional stores
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Market promotional plan
Phase Three: Digit Strategy
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Phase Four: Pulic Relation Campus promotion program
Market promotional plan Phase Four: Pulic Relation Campus promotion program
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Thank You Carrie Lin Coco He Michael Li Charisma
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