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Herborist in French Market
Jordan Liu
Victoria Scully
Tracy Camp
Sophie Durand
Kelvin WongMaxwell Ye
1
A genda
I
Introduction
T
Target Market Analysis
M
Message Strategy
C
Creative Approach
A
Advertising Style
M
Media Planning
2
II T M C A M
H erborist
- A sub-brand of Shanghai Jahwa Cosmetic Co, Ltd.
- High-end skin-care products with Chinese herbal ingredients
- Focusing on skin-care products such as lotion mask, moisturizing and cleanser cream
- To help customers achieve natural beauty and fresh image
3
II T M C A M
F rench market
• Part of EU, WTO ,OECD, G8, etc• In 2008, France is the 5th largest economy of the World• Cosmetic industry represent 15billions € in 2008
• More and more working women• Organic & Natural cosmetics market shares increasing• Per day, 317 000 skin care products are sold• Cosmetic expenses represent 205€ per year per
woman
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II T M C A M
H ofstede cultural dimensions
Power distance Individualism Masculinity Uncertainty
avoidance68 71 43 86
• Power Distance:-accept and expect that power is distributed equally-rules and a pyramid hierarchy in companies
• Individualism:-more individualism than collectivism-think first about their own achievement
• Femininity: -care a lot about quality of life and relationships-but they also enjoy competitiveness and ambition
•Uncertainty avoidance:-feel uncomfortable in unstructured situations-strict laws and rules, safety and security measures can help
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II T M C A M
C omparison France vs. China
• Chinese people are more collectivist– trust group decision making and group problem
solving
• France people care more about their own, their well-being.
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II T M C A M
A dvertising industry in France
Name Turnover in 2007 (in million Euros)
Carat France (group Aegis) 3 285
MPG (Havas) 2 990
OMD (Omnicom) 1 360
Zenith Optimedia (Publicis) 1 035
Mindshare(WPP) 705
KR Media (WPP) 565
Mediacom Paris (WPP) 525
Universal Groupe (Interpublic) 525
Major media organizations:
Name Turnover in 2007 (in million
Euros)
Advertising (France) 434,34
Publicis Groupe 313,82
TBWA 212,54
DDB Comunication 202,43
Ogilvy France 111,76
McCann-Erikson 111,11
Young&Rubican 92,79
Major agencies:
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TI T M C A M
T arget market description
Young educated women with low-medium income
- Open minded, modern, hip and down to earth
- More likely to be innovators or early adopters
- Environmental friendly and trendy
- e.g. University students, OLs, Young professionals
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“Over the forecast period, it is expected that brands that incorporate natural ingredients or even organic ingredients to perform moisturizing, anti-aging, cleansing or firming effects for the skin will become a popular choice for safety-conscious consumers.”
--Euromonitor, June 2008
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TI T M C A M
M
- To be more beautiful and confidence
- Social acceptance and self-esteem
- Treasure the value of individualism, personality and uniqueness
- Return on investment
- Avid, healthy and environmental friendly Lifestyle
ajor needs
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TI T M C A M
F ulfillment of needs
- Economical price
- Ancient Chinese herbal ingredients
- Produced without artificial ingredients
- 100% Recyclable package
- Simple and elegant design
- Exotic skin-care culture
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TI T M C A M
M edia habits
- TV and Magazine
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MI T M C A M
U nique selling Proposition
Herborist has the unique selling proposition of providing exotic natural skin care products with ancient Chinese herbal ingredients, environmental friendly production process, and economical prices.
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MI T M C A M
The chinese herbal ingredients
Environmental friendly
Professional image
Exotic mysterious feeling
Natural beauty and freshness
C ore essence of message
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MI T M C A M
Environmental FriendlyNaturally beautiful
Focusing on skin-care productsChinese herbal ingredients
Pharmaceutical function
Ethically madeInspired by nature
Full range of product linesNatural ingredients & Fruits
D ifferentiation point
Herborist needs to build the image of professional skin care brand.
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MI T M C A M
S logan
“Naturellement vous, notre nature”
(Natural you, our nature)
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MI T M C A M
F unctional message
• Both text and visual contained message
• Economic factor & Functional factor
- Ancient Chinese herbal ingredients
- Economical prices
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MI T M C A M
E motional message
• Massive visual creations
- Natural beauty and freshness- Environmental friendly- Healthy lifestyle
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CI T M C A M
C reative approach
• To effectively influence our target customer we need: Emotional Appeal AND Rational Appeal
• Two step process:• First touch on emotions• Second support emotions with rational
reason to purchase product
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CI T M C A M
E motional appeal
• Approach can tap into basic human needs: Ex. social needs-wanting to feel more beautiful
• Deeper meaning, not only products• With the product comes emotional
aspects such as confidence, high self esteem, beauty, and social acceptance
• Our target customer relies a lot on her emotions for consumer purchases, but not solely
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CI T M C A M
R ational appeal
• Herborist Target customer is educated and needs a rational reason to purchase
• Comparative advantage of Herborist will be used• Health benefits: Chinese herbal ingredients, all
natural and chemical free, etc.• Quality and Affordability • Logically Herborist is good deal and better for
the skin
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CI T M C A M
O verall approach
• Emotional Appeal• Herboist will be NEW, so
it needs to be desired and wanted
• Focus on personal and social needs
• Results can lead to a happier way of life
• Foundation for desire
• Rational Appeal• Our customer is smart• This product needs to fit
into her lifestyle: healthy and beneficial, Price is right in her budget
• Practical reason to buy needed
• Foundation for purchase
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AI T M C A M
F rench advertising
• Advertising in France shows respect for and ensures the trust of French people– Men and women are ALWAYS depicted as
equals– Strict legal framework that protects consumers
from false advertising
• Known for its outrageously provocative advertisements frequenting nudity
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AI T M C A M
F rench advertising
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AI T M C A M
H erborist commercial
• TV series and movies have at most one commercial break, thus the reason we also have a print ad
• Keeping with the individualistic and feminine culture
– Simple and clean– The perfect skin isn’t without the right skincare– “back to basics” with Chinese medicine• People in France want to be moved by a
product’s image and symbolism and Herborist will provide them the je ne sais quoi they are looking for
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MI T M C A M
TF1 and M6- Free channels- The most- and second most-watched TV channel- Two period of TVCsBefore news 6pm-8pmAfter news 8:30pm-9pm
M edia planning
ELLE, VOGUE, COSMOPOLITAN, MARIE CLAIRE- Large Print Ads in Centrefold- Coupons inside the magazine- Editorial
Sampling in cosmetic stores– Give one free herborist sample when a
woman buys a skin care product
– During 2months
TVC Magazine
Sales Promotion
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“Naturellement vous, notre nature”
(Natural you, our nature)
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Herborist
Just like any countries in the world, TV is the biggest mass medium in France. According to French regulations, only private channels such as TF1 and M6 are allowed to play commercials, yet they still reach high coverage and our target customers are covered as well. Magazine print ads is another channel that we will use due to our customers’ lifestyle and consumer behavior. They are fond of fashion magazines like ELLE or MARIE CLARIE and more importantly, these magazines have high credibility among young women and they really follow the trend mentioned by these magazines.
Just like any countries in the world, TV is the biggest mass medium in France. According to French regulations, only private channels such as TF1 and M6 are allowed to play commercials, yet they still reach high coverage and our target customers are covered as well. Magazine print ads is another channel that we will use due to our customers’ lifestyle and consumer behavior. They are fond of fashion magazines like ELLE or MARIE CLARIE and more importantly, these magazines have high credibility among young women and they really follow the trend mentioned by these magazines.
hy brand instead of luxury and high-end brand in the France market. What Herborist wishes to deliver to French consumers are natural beauty concept and ancient Chinese cosmetics culture. As this group of people are usually open minded,
La Styliste
from china
Herborist From China
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MI T M C A M
C onclusion
- Herborist position itself as an affordable, natural and environmental friendly skin care brand with Chinese herbal ingredients.
- Our target customers are young educated women with low-medium income.
- Our unique selling proposition is to provide exotic natural skin care products with ancient Chinese herbal ingredients, environmental friendly production process and economical prices.
- The advertising style will be a relaxing, mood building demonstration of products.
- We will use TV, Magazine ads and sales promotion as communication channels.
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Q&A
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