l'oreal brandstorm 2014. kyiv, kneu, team time
TRANSCRIPT
Ukraine
KNEU
Brandstorm 2014
Gusieva Anastasia
Kyrychenko Oleksandra
Chernobuk Dmytro
Team time
TRENDS AND OPPORTUNITIES
Ukrainian male beauty market
Product 4P
Natural ecologically made products
The increase in demand for male
beauty products
Place 4P Increase of online trading
Popularity of shopping malls
Promotion 4P SMM will use more visual instruments
*GlobalWebIndex, 2013
Promotion 4P SMM
*Advertology.ru
TARGET CONSUMER
He visits his usual brand store
He has over the average or high
income
He uses shampoo and body cleanser
He owns smartphone and
uses social media
He prefers the simple grooming
routine
He puts his trust in foreign products
HEALTHY AND ACTIVE LIFESTYLE
Men’s attitudes toward personal grooming
Interviewed = 2035 persons*
0% 50% 100%
I want to keep my grooming routine
as simple as possible
I want to look good, but not appear
as if I am trying too hard
I like products that allow me to take
shortcuts in my grooming routine
78%
59%
50%
Agree
*IPSOS , 2012
Kiehl’s «kills two birds
with one stone»
Kiehl’s «kills two birds with one stone»
Shampoo & Hair Conditioner
Main Ingredients
Keratin
Karite Oil
Benefits of Karite Oil
Karite Oil protects hair from UV radiation
Benefits of Keratin
Keratin has defensive and regenerative effect
Shampoo & Body Cleanser
Main Ingredients
Mandarin
Bergamot
Benefits of Mandarin & Bergamot Oil
The smells provides relaxation
and life-enhancing effect
Nervous
BALANCED
SLEEPY
MARKETING STRATEGY
Differentiation
Entertainment marketing
Digital & PR
Mr.Hero & Mr.Bones
Why Mr.Hero?
after buying products with
Our consumer becomes
50% of net profit goes to
the construction of bike ways in Kiev
Why ?
Why ? Many cyclists - Almost no bike ways in Kyiv
To improve the ecological situation
To reduce the amount of accidents and
traffic jams
Why ? Survey:
«If there were the bike ways in my city…»
1,2%
3,7%
16,9%
17,2%
19,1%
41,8%
I don't care
I prefer to go by car
I used to ride a bike on usual roads
It's unreal in our country
I would ride a bike for a work
I would ride a bike everywhere!
Interviewed = 325 persons*
PROJECT 5 bike ways till spring 2016 (38 km)
Traffic lights for bicycles on
crossroads
Parking places for >10 bicycles
One of the largest and most
popular malls in Kiev
Where?
*Consulting company UTG , 2013
Promotion
SMM
Interactive
Wall
You
Digital
Share video with you
as Mr.Hero
Note your location
#Kiehl’s
Kiehl’s will cooperate with
Ukrainian Association of cyclists
PR
Entertainment
marketing