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01/19/17
600M MAU 300M DAU 49% Women 51% Men
Instagram Reach
01/19/17
Market Followers
769.2k
L’Oreal Professional
70.2k
Wella Professional
86.6k
Kenra Professional
210k
Redken5th Ave.
228k
SKP174.4k
Competitor Landscape
01/19/17
20%
30%
23%
Net: SKP is well positioned but there’s upside
Strength
• The SKP US & CAN IG pages find their strength under the umbrella of a cohesive brand voice amongst posts
Weakness
• Their largest weakness is in the category of diversity
Opportunity
• Strongest opportunity lies with the possibility of leveraging partnerships
Threat
• Ability to distinguish from competitors
01/19/17
• The SKP US & CAN IG pages have a strong cohesive brand voice that is prevalent in each post.
• Nice infusion of product promotion and style tips, which promote engagement amongst the 161k (USA) and 13.4k (CAN) followers.
• Excellent job of engaging with its followers, building community and strengthening the consumers bond with the brand.
Elements that are Working
01/19/17
• Lack of diversity in types of posts and subjects of the posts causes homogeny amongst consumer base.
• SKP is missing a huge portion of the market because the IG posts are skewed towards professionals only.
– There is a need for posts that are relatable to those outside of the professional styling community as the everyday consumer can affect stylist’s buying decisions
• Need more diversity ethnically, especially with today’s cultural landscape and the buying power of other ethnicities specifically in this market.
• Lack of CTA (call to action) while there are great posts that show use of the product, providing clickable CTA’s that incite the consumer to buy the look that they are seeing would prove immensely productive.
Points of Consideration
01/19/17
• There is a major opportunity in today’s social media landscape to leverage partnerships with influencers
• Consumers are looking for authentic content to connect with
• Consumers crave dependability, heavy and light emotional connection and superiority
• Videos are leading the pack in achieving this desired outcome. These can be cost effective ways to relay the messages of dependability, superiority and find emotional connection in up to one minute– 10 secs to catch consumer attention, 33% viewership lost by 30 secs
Enhancing SKP’s Presence
01/19/17
SKP US & CAN ‘s major threat is Distinguishability
– The way both pages read when pit against competitors, SKP appears one-dimensional and status quo with regard to the types of posts and their subjects
– There are no real stand out, identifying qualities
Point of Differentiation
01/19/17
Engage Influencers
Increase use of Video ad marketing
Diversify Content
Tri-fold Efforts to Increase Loyalty & Engagement
01/19/17
L E V E L 3L E V E L 2L E V E L 1
ENGAGE INFLUENCERS
CAST A WIDER NET IN TERMS OF REACH
WOM MARKETING
BRAND RETENTION VS. VISIBILITY
BETTER BRAND POSITIONING MORE OF A DEFINING CONTRIBUTOR IN THE
CATEGORY
01/19/17
#LethallyBlond Challenge
Pick 4 top influencers Encourage
contestants to submit
photos
Represent the four brand
adjectives
Ambassador incentive
01/19/17