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LET’S START IDENTIFYING THE MOST RELEVANT INSIGHTS ABOUT PERSONAL HYGIENE FOR YOUNG WOMAN
BETWEEN 18 TO 24 YO
HOW TO CREATE A NEW PULSE TO A
FEMININE AND WELL KNOWN PRODUCT ?
Strategic Planning
March 2013
THE CONTEXT
Discover and analyze the « French market » for « personal hygiene »
according to a « 18-24 woman target ». In addition the target is
« challengeable » so she can be younger or older:
« GIRLS JUST WANNA FUN
BUT…
WITHOUT ANY STRESS.»
How many women between 18-24 consume
period product in France ? (exemple)
« period product competitive universe» in
general … % of French Women
………… Women
«period product » consumers between 18-24
= … % of French Women
…. Women
Source: Simm –TGI 2012 R2
THE CHALLENGE
In order to initiate ROI, imagine new insight about it.
? KEY INSIGHT ?
« It sometimes difficult to buy sanitary
napkings and pads with conviction. I
choose one by habit not because it’s a
brand choice’s. They all have the
same purposes and are out of touch
with my social life reality.
Which options to choose ? »
Laurene 23 student, master degree
First step through woman between 18-24 (period product competitive universe)
Identify insights among the woman period product universe :
Competitors list :
NANA / VANIA / ALWAYS / NETT / TAMPAX / SUPERMARKET BRAND / OTHERS
In our French Data base we can create the following target
……… of women – …% of total of French women
Target Definition French WOMEN between 18-25 consuming period product
(sanitary napkings, pads brand or others) Always or Nana or Vania or Nett or Tampax or others
Source: Simm –TGI 2012 R2
On a qualitative scope (exemple of process)
Core target
Common aspect
Core target difference ….. –….. age
Rural –Townswoman
Upper Middle-class
Employee/worker- Student
Brand wanted
In construction/ In search of a situation
Common aspect with different interpretation
Succesfull
In search of his personality and style
Ambitious Skilled/experienced
...-... -…
Csp ….
Creative-Dynamic- Instinctive
Inno- Beauty….
Who likes to take care of his image and herselves
Image conscious
– age
Parisian
Upper class
……
Mega consumer
Assumed but looking for his youthness
esthete
Materialist epicurean
Perception/feedback
Challengeable target
Source: Simm –TGI 2012 R2
Sources : One hour in a supermaket watching the consumer specially women between 18 to 24yo bying period product, Facebook conversation and websites (LSA, lineaires.com, au feminin.com…)
She creates the trends on his
blog… She exposed is social
life on everythings….
Innovation and design are
important to her. She wants
the best.
«The solomo hipster »
With an expensive budget,
she looks for the best qualities
The price isn’t a problem .
Mouth to mouth is important
for her also commercial in
high mag ( Elle, Vanity Fair)
« The gossip girl»
Hyperactiv, this sporty girl live
their life. She only cares about
confort, quality and the way of
using it fast without any
change in his life
« The sportysual » She is faithfull to a brand.
Sometimes it’s the brand she
uses since teenage. Mouth to
mouth is important for her.
She looks for the 50/50 (
price/quality)
« The miss normal »
But for everybody, there are some KEY FACTS :
An utilitarian and a practical need
« comfort»
« ergonomics»
« quality»
« versatility »
« the protection level »
And also some important differences among: An emotional and irrational need
« brand signification and brand image»
« innovation»
« design »( packaging, color)
« communication strategy »
THE TARGET PROFIL AND THE PRODUCT PERCEPTION
Extremely activ. She cares
about confort and ergonomics.
High performance and flexibily
are also a key factor.
« The mumighty »
She doesn’t have any favorite
brand. She loves to change,
discover new product with
benefit. She used one month
a typer and another after.
« The uninhibited»
Without (SIMM TGI/MEDIALAND/SURVEY MONKEY/STREET ITW)
SOCIODEMOGRAPHICS
ATTITUDES, BEHAVIOURS AND INFLUENCES
PASSIONS AND INTERESTS
Identification of the target (example)
AGED
…. ( % IND )
. ( % IND )
ACTIVE
STUDENT….
URBAN
CITY + …..
PARIS AREA ……
MÉDITERRANÉE AREA …..
•An egoentric, manly and independant consumer
• Well ajusted and highly proud, comfortable with their feminity,
•Who like fashion, mixed up brand and create their own style
•Play with their appearance
•Life shapers, in opposition with a fixed model
Curious, innovative, do not take themselves seriously
• New technology fans
• High digital media consumers
• Sport helps me to keep an attractive body ( % ind )
• 1 per week
• Musculation, cardio training , jogging
•fight sport ( % ind ), racket sport ( % ind ), team sport ( % ind )
Who are they
Source: Simm –TGI 2012 R2
CREATIVE OVERVIEW
TERRITORY
MAIN REFERENCE
OTHER REFERENCES
ENDORSEMENT
MEDIA
Epicurism
Evanescent /
Estethic/ Poetic
TV INTERNET
American comics “Young folks”
Teenage life/ The market reference
Girly/Pastel colors/ Naive/ Outworn
Classic/Easy/ Direct/Basic
TV INTERNET
The girl expert
Moving life / The body expression
Sexy/ Provocative/ Dynamic/ Unleash
Colorful
TV INTERNET
NETT NANA
The glamazone
The individualism/ The self esteem/
Dance / Breaking free from constraints/ Modernity/ Freedom / Body control / Fashion Confident
PRESS/TV/ INTERNET/OOH
ALWAYS
The lol attitude
Humour and non conformity
Rebellion / Positivism/Dynamic
PRESS/TV / INTERNET/ OOH
TAMPAX VANIA
There is a clear distinction in communications between
Lifestyle brands High-street brands High skill brands
subversiveness, absurdity, non dramatization
Feminity/ Spirituality
High cosmetic or
fragrance
campaign code
ANY
No reference
NO
NO MEDIA STRATEGY
SUPERMARKET
Discount and Premium brands
LE
ISU
RE
RETAIL TRAVEL
Touchpoints
Where they buy:
Consumption of cultural products
Cinema
Sport
Magazines:
Reading last month:
Reading for the last 12 months:
Websites last 12 months:
Smarbox:
World of mouth:
Likes to try before they buy
Has already purchased a product with a sample
Likes to buy on the internet, more than 3 times /week
Travel websites:
Social and fun website last 12 months:
Listen
Favorite Media overall:
Place where they are most attracted
by commercial
Media target
Score: Press title read last month ( news +
magazines)
Most favorites TV channel:
Most favorites TV programmes:
Source: SIMM-TGI 2012 R2
Billboard
Places where they are most attracted by commercial
A target THAT it must be convince at the right time?
Dailies
Holidays/special events OR
To help her to say no
to daily lazy routine !
To initiate new rituals
at a more favorable
moment
Three steps and facts above new trends and social media revolution
for our target
THE TONE
GIRLS WANNA HAVE FUN
AND BE
HELPED/PROTECTED
Glamourous / Off-the-Wall /
Positiv / Dynamic / Digital
THE TARGET
Core target Urban girts from 18/24
Challangeable target Girls from 16 to 30
TIMING DAILIES
HOLIDAYS
Digital natives
+ 80% of girls under 25 are registered on a social network
Exposed at an early age to connected computing, multimedia nomadic practices, particularly related to mobile phone, social networks… They are :
Source : Bigot & Crotte 2011
HIS DIGITAL LIFE
But with strong desire/link with theirs communities
ME AND I
ME AND THE OTHERS
ME AND MY CLOSE RELATION
ME TOMORROW
NARCISSISTIC
SACRALIZATION
wired actor
VIRTUAL
SOCIALIZATION
PROJECTIVE
E-réputation
EMANCIPATION
An Identity construction through the others
digital natives and digital social networks
Community influence
Influence according to the purchase and
consumer habits
THE WEB A
GENERATIONAL
MARKER
Proposition 1 :
Create a video magazine and tutorial on youtube like « Sephora » or a video coaching mag
with advice about ( sexo, cosmeto, fashion, food) to play down about periods animated by
Cristina. It will create traffic on the site and free promotion by the video exchange.
Improve the daily
Idea 1: Defends the Freedom of woman expression
The LOL génération : Be stupid,
schoolboy, but accessible to everybody
from the core target to the extanded one.
A Youtube channel and a girl comedy night to find
the « next stand up girl » for the new generation
Between like, crm, and a PR strategy, this give a positive image for the
brand and another idea about period brand. Girls have a fun moment and
the brand is better recognanized by the target. Those women write about
woman situation, their day, their life, their problem as a modern woman.
Young women love to watch it and exchange about it on their wall.
Berengere Krief,
Sophie Aram, Claudia
Tagbo for the jury.
Curation and LOL content
By using the social media, they
wants to have fun at first.
- Video clip, short film, programm, « LOL »
content are the best topic.
-They waiting for « fun » and « cool » content
without any links with the difficulty of being a
girl and having his period.
A FEMININE TARGET WHO IS
CONNECTED ON SOCIAL MEDIA TO
DISCONNECT WITH REALITY AND
WHO WANTS TO LEARN AND
DISCOVER NEW THINGS.
Idea 2: Sponsorised a sport woman club
Create a short programm to be shown in sport club like « Curves » or
« Club med gym » with specialized exercise to do during period.
It gives a sporty, dynamic image with a different angle
and also focus on a target that period brand doesn’t
use a lot… « The sportysual woman ».
BRAND: AN EMOTION
CREATOR
A spontaneous and impulsive population
is define online by sharing emotions.
- Brand must have to play on empathy to
conquer her core target but also in order to
catch a new one. An approach that involves
the creation of emotional connections by the
amplification of the message.
85% of French people love online
video * .
PLAY ON EMPATHY
CREATE EMOTIONNAL CONNECTION
3 millions U V « Chatons de
Bouygues Telecom »
http://bit.ly/wMn3lo
6 millions UV the karaoke by T-
Mobile at London
http://bit.ly/zlW8sY
* source : Comscore, November 2012
Proposition 2: Digital empowerement
Personnal branding
E-reputation / Popularity
From ‘On’ to‘Off’ Integrate Social, digital and,
Mobile in brand experience
A population that constantly keeps
her social circle in his hand
To validate product choice
To compare bids, prices
Each interaction with the brand can
find an automatic resonance on the
web
BUILD AN EXPERIENCE THAT
REFLECTS THEIR WEB JOURNEY ...
OVER THE DEVICES AND PLATFORMS
IS POSITIVE ... AND WORTHY TO BE
SHARED BY THEM TO THEIR FRIENDS
Idea 1: Help and surprized customer
Create an « SOS beauty service » who could deliver in Paris for woman
all the brand line by using e – commerce (Paypal site) or Facebook.
It modernizes the purchase process. It could create a new
dynamic above and about the brand and also close a tabou about
bying it at the supermarket. It could probably open a new biz. But
most of all upgrade and attract new client ( the core one which is
young and dynamic and who wants to try new things). But the
challangeable target will be also interested by it.
Idea 2: «When the day » arrive application (health app)
Create a period & ovulation tracker mobile application to help woman to
relax and find idea when they are in period.
Give advice, provide solution, buy sanitary napkings
and pads when you’re on the rush… Woman have more
than 25 apps on their mobile. But there is no app to buy
pads , planned your period and be alerted when it will
begin. For the younger it will make them self confident
with their body.
The application could include:
Daily/Monthly/Yearly menstrual/ovulation calendar views
Daily Editing of mood/flow/cramps/skin
Tips & Notifications personalized to the time in your cycle
“Ask the Expert” section to ask an expert any question you might have
“Shop” section to purchase products without making a trip to the store
Idea 3: The beauty box effect
Create or sponsor a « beauty box » or « SOS kit » with « Vente
privée » or « My little Paris ».
It’s a young, succesfull and well kown concept. It will
also rejuvenate the brand client and enchance his
fashionista and solomo hipster target who will talk about
it on chat and social media. It will creat some free
promotion over a wilde target and audience. Most the
brand mouth to mouth will be increase.
Idea 4: Use and promote crowdfunding for woman project
and woman independence
This is an effective mechanism in order to revitalize the image of a product relying on creativity and humanism.
Select and choose object that are part of the audience routine or humanitarian NGO for woman.
Develop a sense of own from the target on the brand ; « I’m the one who decide about which project my brand is responsible about and How I change is brand perception ».
Brand goal: capitalize on woman project and huminitarian programm for woman.
http://bit.ly/Ad3l5a
CROWDFUNDING : HELP BRAND
RECOGNITION BY THE CORE TARGET
CONSUMMER AND STIMULATE
INDIVIDUALISME BY CREATIVITY
Source :http://www.forbes.com/sites/geristengel/2013/01/02/can-crowdfunding-live-up-to-its-potential-for-women-entrepreneurs/
Final idea: A 360° ORIENTATION
This device is created by rich media to showcase both products, the digital platform and the event and can be deployed to
all the audience and the target:
Copy TV
Drive to web
Girl wanna have fun event
Idea 1 : a woman stand up night
Idea 2 : a secret spa for woman find
after a hunt in Paris with an Iphone
Idea 3 : a party night where
everything is provoke by twitter reaction
« Have fun during your
period»
Drive to web
http://girlwannahavefuncom
Print campaign to speak about the event to
lauch it
Drive to
Appli iPhone
Phase 1 : Create a digital plateform Phase 2 : Event promotion Phase 3 : Create a new FB pages for the
event to enchance a new digital dynamic
Add a « special tag » to the media copy from the brand
product to communicate about it
http://girlwannafun.com
The girl wanna have fun
application a brand content to
persue your brand experience
in addition to the digital
platform and the event
http://www.facebook.com/girlwannahavefun
...s
Brand prodcut, 2012
LESS STRESS FOR THE TARGET = THE BRAND HELP ME TOO FEEL BETTER DURING MY PERIOD, I FEEL BETTER AND MY LIFE TOO
ANNEXE
My Contrexperience season 2
WHO : Contrex
WHAT : Create an event in order to put the brand
closer to its consumers and give it a funnier image.
A new concept, a new vision support by an
impressive technical PR event supported by the
latest technology. All the elements are there for
an event that it will be talked about in Paris and
on digital media around the world. Lighting
effects, 3D and sport in group: the perfect
experience to improve the brand image but also
develop the target.
The success of this event is due to the
impressive success of it on the web. Relayed
through social networks, the concept is all over
Facebook and Youtube. The experience
continues on the Internet. New technologies, new
media tend to stretch space and time. My
Contrexperience concept becomes a mass
phenomenon. The brand has understood the mix
of games light, urban event and virality.
Source : http://streetplanneur.com/index.php/2012/09/10/contrex-revient-encore-plus-fort-avec-my-contrexperience-saison-2/
Nivea bons plans
WHO : Nivea
WHAT NIVEA Deals apps offers benefit for brand
consumer throughout the year for advice and
information on NIVEA, while enjoying attractive
promotions and improve the brand target.
NIVEA Deals allows you to:
- Have access directly and freely to information about
NIVEA products and their use: advice, innovations,
web-series ...
- To discover valid promotional operations about
NIVEA products. These offers allow you to get a
refund or a bonus after purchasing a NIVEA product.
- To participate in these offers directly from the mobile
application.
- To receive your refund or bonuses in a few days.
- To monitor the processing of your participation, and
access to customer service.
Source : nivea.fr
Evian chez vous.com « Sos home delivery»
WHO : Evian
WHAT : At the beginning of June, Evian has launched
a home delivery service. Available in Paris, the service
offers to customer to deposit packs directly at home. A
smart idea to forget his caddy, particularly in Paris
where it ‘s sometimes difficult to shop without a car,
but also to develop interest for families who may need
several packs or single lady who doesn’t have time.
The basic premise is according for Evian that French
don’t drink enough water. The brand hopes to
encourage water consumption and even offers a
variety of subscription in order to repeat his order
every month or every week. With free delivery for a
minimum of 15 euros, the offer is tempting. It shows
that a brand could adapt and be flexible to stressful
way living .
Source: http://www.lefigaro.fr/societes/2012/03/06/20005-20120306ARTFIG00598-evian-et-badoit-livrent-a-domicile-paris-et-sa-banlieue.php
Thanks for your attention
