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WARNING!
100Slides
Market↓
Product↓
Strategy
MARKET
Metrosexualhasbecomeatrendnowadays.
MenhavetheirownspecificMagazinewhichintroduceclothing,grooming,hairstyle.
200billions
3~5%GrowthperYear
Theonlythingyoucan notdoisignoringit
Opportunities inTaiwan•Technology•Envirnoment•Geography
SocialMediaisthemainchannelofinformation.
Technology
Wecangetgroominginformationeasily.
Enviroment
Geogrophy
TaiwanisthecenterofAsia
ButhowtodevelopefromLocal totheGlobal?
•StateofEtiquette•GreatWorkingPressure•LongWorkinghours
Asia
NorthAmerica
WesternEurope
EasternEurope
MiddleEast
9%
62%
26%
2%
1%
GlobalMen’sSkinCareSales
60% ofMen stillclaimtheyhaveProblemswhentheybuyCounterskincareproducts
WhyIhavetouseit
Theydon’tknowtheirskin’scondition
It’s confusingtoshop for allofproducts
Theyevendon’tknowhowtouseit
ACTIVEINDEPENDERS
POLISHEDPROFESSIONAL
CURIOUSLAGGARDS
AFFLUENTADOPTERS
CONTENTLAGGARDS
TRENDYINNOVATORS
Segmentation
GroupsSize
Spend
OldPeople
AFFLUENTADOPTERS
TRENDYINNOVATORS
24 <Male <40
HighaverageincomeHighwillingnesstotryFollowingthelatesttrendOnline&Socialmedia
TargetGroups
PRODUCT
SimpleandTotalSolution
Top
On-lineShopping
ExplosiveofMen’sOn-lineShopping
Men'sFeeling&Behavior
PharmaceuticalStore
ConvenientOne-StandtoBuy
DepartmentStore
SlowedDowngrowthrate…
Men‘s Attitude
NIVEANeutrogena
GASTBY
Men’sBiore
UNO
CompetitorsMassMarket
TOP2SALESBRANDSINMASSMARKET
NIEVA
Neutrogena
ConvenienceProducts EducateŖ Kiehl’s
MARKETINGMISSION
SUB-BRANDTOMASTERBRAND
Women
vehicle
Socialmedia
Sports
OurTargetusedtoobtaininginformationonSocialMedia
SocialMedia
Spreadyourjoy
STEP1:selectonefriendwhoyouwanttosendawish
SEARCH
THISSPECIALDAY,ISHAREMYJOYWITHU
MERRYXMAS!BESTWISHTOYOU
WORDSANDMUSICISONLYFORU,MYLOVE
BACK SENDYOURWORDS
STEP2:usewordstoexpressyourwish
Step3:clickK&Stocreateyourownblessingrhythm
K S
ClickK&S
IJustwanttosaythatinthisspecialday,Iwanttosharemyjoyfulnesswithu,mybestfriend.MerryX’masTwishu …
SENTWISHTOYOURFRIEND
Step4
GoKielh’sandexchangethecardintoagift
ForKiehl'sBrandAwarenessRaising
womenSocialmedia sports
Women
Howdoweaffectmenbywomen
FacetoFace
ThroughWomen toEducateMen
FaceyourFace
AfterusingKiehl’s…
ProudofyourFace
MenhaveaPositiveimpressionToKiehl’s
Somemenasstubbornasamule
Strategic Alliance
WomenSocialmedia Sports
Sports
WechooseSports asourpartner
NewBalanceforMen’sSkin
Whatkindofeffect canbebroughttoKiehl’s
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