1. BrandstormTEAMPierre-Eric BouvierAlexis CottrayAlexis Martel

2. 1. ASEAN ZONE1.ASEAN 5:- Indonesia- Malaysia- Philippines- Vietnam- ThailandReal GDP : +5.9%Sources: IMF 2013ASEAN + India = Free Trade15-29years-old26% of South Eastern Asians28% of Indians18% of EuropeansSources: Populationpyramid.net= 530 million people 3. Key characteristics of the ASEAN zone Climate Water contentHumidity level: 70-90%Rainfall: 150 to 250+ cm/year Most polluted cities in the world:1. Ludhiana, India3. Medan, IndonesiaSources: worldclimate.comTropicalEquatorialHours of sunshine:2100 - 3000 h/year(Paris : 1725 h/year) 4. Impact on hair Damaged hair, brittle and split ends Unruly HairExpectations : consumer demand: protect, repair and resist Long Lasting products 5. 2HAIRCARE OR HAIRSTYLE? 6. HAIRCARETurnoverCurrent GrowthsForecast sales CompetitorsLOral Offer$ 3.4 bn (2010)+9.1% (2009-2010)+51.6% (2005-2010)6 ranges of productsHair care Asean (2010-2015) : +33%SOM (2010) :Unilever: 31.4%P&G: 17.4%LOral : 7.8% Sources: Euromonitor Report 7. HAIRSTYLETurnoverCurrent GrowthsForecast sales CompetitionLOral Offer$ 316 m (2010)+9.7% (2009-2010)+65.3% (2005-2010)6 ranges of productsHair style Asean(2010-2015) : +30%SOM (2010) : Gatsby : 22.3% LOral : 14%Sources: Euromonitor Report 8. OUR STRATEGYSize of Market: Hairstyle < HaircareBUT current growth: Hairstyle > HaircareAll key players focused on haircareHairstyle: under served by fragmented competitionFocus our efforts on HAIRSTYLE$316 m vs $3 bn65% vs 51%Flanking Marketing WarFare strategyLead and actively grow the Hairstyle market! 9. Manifest social trends (1/2)> DEMOGRAPHICSMost represented segment: 15-29 years-old48% 52%a 16M-people difference> TREND FOLLOWERS culture of social harmony metrosexual phenomenon 10. Manifest social trends (2/2)> MEN VS WOMEN DEMAND> RURBANIZATION Desakota regions: Kota (city) + Desa (village) 11. Who are our future consumers?MEN15YEARS-OLDURBAN-29& ACTIVETREND FOLLOWER 12. What do they expect? Speed Easy-to-use Inoffensive and Protective Products 13. HAIRSTYLE TRENDS IN ASEAN 14. HARAJUKU STYLEINFLUENCES : JAPANESE ROCK / MANGA RESULTS : HARAJUKU STYLE 15. SPIKY STYLEINFLUENCES : PUNK MOHAWK RESULTS : INDIE / ASIAN MOHAWK 16. EMO STYLEINFLUENCES : EMO / GRUNGE / PUNK USA RESULTS : EMO STYLE 17. BRITISH STYLEINFLUENCE : UK POP RESULTS : BRITISH STYLE 18. Available types of productsEvolution 2005/2010 (source: Euromonitor)Wax+7,1 ptsStyling Cream- 7,58 ptsGel+2,1 ptsSpray- 1,04 pts 19. Awareness The magic of science Innovative Power 20. LOral Range 3 products in the form of wax 13 products in the form of gel 21. Current OfferRanges which fulfill the need of Stylistic FreedomBUT no range meeting the needs of: the 4 trendy hairstyles speed 22. Problem StatementHow can l'Oral Paris stand for this following insight: I am looking for a protective wax, easy-to-useand which allows me to be trendy Meanwhile keeping these two core values :Innovation and Technology 23. Les 4 principalestendances hairstyleen ASEAN3OUR INNOVATION 24. The promise of our offer Speed One wax = One Haircut Protection 25. Value proposition Graphical Charter LOral Paris Graphical Charter Studio Line Molecules / Active Principles on the packaging 26. Chemical approachCommon Formula:UVA/UVB Filters > PROTECTIONLAK 1000Lactic AcidLAK Technology Repair > CAREAlkoxysilanes > LONG LAST DURATIONProducts differenciation:Different proportion of bright and fixing agentsPRODUCT BENEFIT:A protective and express-use wax 27. HARAJUKU STYLESTRENGTH:RESULT: HARAJUKU STYLEBRILLIANCE: 28. SPIKY STYLERESULT: INDIAN / ASIAN MOHAWKSTRENGTH:BRILLIANCE : 29. EMO STYLERESULT: EMO STYLESTRENGTH:BRILLIANCE : 30. BRITISH STYLERESULT: BRITISH STYLESTRENGTH:BRILLIANCE :Price : $6,5 31. Creative IdeaGET A TRENDY LOOKIN 30 SECONDS 32. Route-to-market (1/5)ConsumerEvents 33. Event Campaign Partnerships with Music Festival Communication through our brand ambassadors:Ranbir Kapoor as Indian ambassadorIrwansyah as Indonesian ambassadorPeter Davis as Malaysian ambassadorYuk Song Paisan as Thai ambassadorCong Vinh as Vietnamese ambassador Street marketing 34. KUALA LUMPUR, MALAYSIA 35. PHOTO BOOTHSLinked to : Website Social Networks 36. Route-to-market (2/5)Events BillboardsConsumer 37. Route-to-market (3/5)BillboardsQR CodesInternetEventsConsumer 38. 30 chrono to get yourhairstyle! Watch the video toknow how!1/3 39. Route-to-market (4/5)BillboardsQR CodesInternetEventsSmartphonesConsumer 40. Digital Communication Facebook: Chronostyle community Trendsetters Instagram: Like competition Referencing for men hairstyle in ASEAN Smartphone Application 41. Route-to-market (5/5)BillboardsQR CodesInternetEventsSmartphonesDistributionConsumer 42. Distribution:Indonesian hubIndian hubFrom HUB to:Traditional retailing Modern retailing 43. MID-TERM STRATEGY6-month strategy:Objective: awareness and visibility (360 communication,digital communication, presence on POS)The next 18 months:Development of customer relationship to generate loyaltyand communication around the productNew street marketing conceptsVisibility on shelves through POS-APOS interactive terminals 44. 2014 BUSINESS PLANStyling agents Forecasts:$ 393 millionWITHOUT INNOVATION WITH INNOVATIONMarket Share: 14% Market Share: 22%Turnover Studio L: $64 m Turnover Studio L: $86 mSegment leader in 2014...$ 22 million generatedThanks to Chrono Style! 45. GlobalizationChina> Trends cross-over> Presence of the main competitor Gatsby> China = 5% of LOral worldwide sales(3rd biggest market)> Similar climateJapan> Emergence of multi-advantage products 46. THANKS FOR YOUR ATTENTION15 minutes of presentation = 30 people stylished with: 47. BACK-UP SLIDES 48. Trend followers 49. Competition- Gatsby: Positioning close to ours but still different- Price: 6 - A specific wax to realize a type of hairstyle- Younger target: learn how to do their hair- Different communication tone: funny and offbeat- No notion of speed and protection 50. Total Population ASEAN: Total Population India:Link to this graph:http://populationpyramid.net/India/2010/1.225 Billion Inhabitants15-29 yo: 14.5% Male/13.3%FemaleLink to this graph:http://populationpyramid.net/SouthEastern+Asia/2010/595 Million Inhabitants15-29 yo: 14.8% Male/ 14.5% FemaleTotal ASEAN+India: 266 M Male vs 250 M Female (15-29 Y-O)Effects on Hair (sun, pollution and humidity)The sun rays darken the human skin but lighten the hair. The ultraviolet raysof the sun help to break down the keratin and melanin. The hair becomeslighter and drier. The effect of lightening of the hair due to over exposure tosun is called sun bleaching. The hair may lose moisture and lose its naturalsoftness. The exposed head can absorb the suns rays directly and also causegiddiness. Hats or scarves can prevent harmful effects to an extent.However it is not advisable to be exposed to the sun rays for a long period.http://health.wikinut.com/Effects-of-over-exposure-to-sunlight/1osb_vjl/ 51. Explanation for Marketing WarFare Strategy throuhg FundamentalPrinciples:1. Avoid Areas of likely confrontation (HairCare). A flanking movealways occurs in an uncontested area (HairStyle withheterogeneity on whole markets)2. Make your move quickly and stealthily.3. Makes move that the target will not find threatening enough torespond decisively ( Gatsby already done similar product)Explanation for Manifest Social Trends:Metrosexual is a neologism, derived from metropolitan andheterosexual, describing a man generally urban who is especiallymeticulous about his grooming and appearance, typically spending asignificant amount of time and money on shopping as part of this. (MarkSimpson) 52. SWOTStrenghts Weaknesses Strong brand awareness Notoriety Ability to innovate Limited presence in ASEANOpportunities Threats Strong wax and gel growth Trendy hairstyleincreasingly popular A demand for simple andquick-to-execute hairstyles A strong competitor:Gatsby 53. Hairstyle trends sourcesTawanhttp://koalasplayground.com/2011/02/28/a-look-at-the-leading-men-of-taiwan-entertainment/http://image.yesstyle.com/assets/42/575/l_p1022257542.jpgPhilippineshttp://i932.photobucket.com/albums/ad162/hambisyosa/daily2/D2-210.jpghttp://imageshack.us/photo/my-images/217/men3b550.jpg/Indiahttp://www.zimbio.com/Mens+Hairstyles/articles/i7NtfL1NyuN/indian+men+hairstylehttp://www.photofurl.com/indian-men-hair-styles-long-short-medium-hair-cuts-pictureshttp://www.joy2day.com/fashion-and-showbiz/men-corner/hair-styles/asian/style1.phpMalaysiahttp://malaysia.booshay.com/jsp/WAppServerPage.jsp?TransID=RVOTES00&VoteID=10830http://www.76style.com/tag/menIndonesiahttp://mandom.co.id/product.php?lang=EN&topcat=1000061&subTopID=1000073&parentcat=1000096&cat=1000106http://www.mandom.co.id/yourlook.php?lang=EN&cat=1000462 54. Distributionhttp://beauty-indonesia.com/l-oreal-in-indonesia?lang=ehttphtpp://beauty-india.com/categories/3?lang=enn