intervention_cas marketing nanterre 102013henkel Dr Caspari(1).pdf

8/14/2019 intervention_cas marketing nanterre 102013henkel Dr Caspari(1).pdf

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Du concept

au lancement

Katia KAMINSKY 8 mars 2010


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2

AGENDA

Du concept au lancement

I Prsentation dHenkel

II Le processus dinnovation Henkel

III Application au cas Dr. Caspari


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3Du concept au lancement

I. La socit Henkel


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4

Une Socit internationale (sige social Dsseldorf en Allemagne)

prsente dans 125 pays, qui emploie 52 000 salaris dans le monde et a

ralis, pour lexercice 2008, un chiff re daffaires de 14 milliards deuros.

Henkel dans le Monde


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5

Implant en France depuis 1967

Prsent sur les marchs professionnels et

grand public Henkel France :

plus de 1700 salaris

10 sites dont 3 usines

CA (2008) : 814 M

Henkel en France


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6

Dtergents & produits

dentretienCosmtiques

Adhesive

Technologies

La Quali t garantie par les Marques et l es Technologies

40%29%31%

Part du Chiffre dAffaires 2008%

Trois domaines de comptence


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7

Le Chat, Mir, SuperCroix, Bref, Terra.

Diadermine, Fa, Mont St-Michel, Vademecum, Got2b, Schwarzkopf, Indola.

Pritt, Rubson, SuperGlue, Ni Clou Ni Vis.

Loctite, Teroson, Liofol.

60 marques phares

3 secteurs dactivit complmentaires

Henkel est leader sur le march des marques et des technologies quifacilitent, amliorent et embellissent la vie de tous.

Qui sommes-nous ?


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II. Le processus dinnovation


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9

Etude de tendance (Symrise, Fitoussi) Focus group Concurrence directe et indirecte

Ides Concept Projet Lancement

inspiration

Formalisation Test Adquation avec la marque

et les attentes du march

Rentabilit

De l ide au projet


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10Source : Fitoussi

Inspiration Ides Concept Projet Lancement

Exemple de contenu dune tude de tendance


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11

Only Schauma Olive Care contains extracts of olive oilwhich give unbelievable healthy shine to the hair.

RTB

(Reason To Believe)

The unique Schauma Olive Care range (shampoo &

conditioner) for beautiful shiny & healthy looking hair.Solution

My hair is dull lacks shine and doesn't look healthy.Insight


Concept Schauma Olive Care Range


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12

+6 M

LaunchControl

0 M

Launch

-4 M

Go3NPM

-8 M

Go2SBU

-12 M

Go1SBU

Planning

Marketing International & local / R&D International & localPackaging / FragrancesProduction / Purchase


GO Process

Membres

du projet


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13

+6 M

LaunchControl

0 M

Launch

-4 M

Go3NPM

-8 M

Go2SBU

-12 M

Go1SBU

Planning

Validation par le marketing international avec R&D et packagingde la formule et du pack


GO Process

PRODU

CTACCEP

TANCE

Product

acceptance


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14

+6 M

LaunchControl

0 M

Launch

-4 M

Go3NPM

-8 M

Go2SBU

-12 M

Go1SBU

Planning

Test de stabilit de la formule dans le contenant choisi(tube, pot en verre, dispenser ) pendant 12 semaines


GO Process

PRODU

CTACCEP

TANCE

STAB

ILITYTE

ST

Stability Test


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15

+6 M

LaunchControl

0 M

Launch

-4 M

Go3NPM

-8 M

Go2SBU

-12 M

Go1SBU

Planning

Commande des matires premires.


GO Process

PRODU

CTACCEP

TANCE

STAB

ILITYTE

ST

BUYING

ORD

ER

Buying order


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16

+6 M

LaunchControl

0 M

Launch

-4 M

Go3NPM

-8 M

Go2SBU

-12 M

Go1SBU

Planning

Production en conditions relles dun premier lot de produitspuis test de stockage pendant 6 semaines par diffrentes conditions climatiques


GO Process

PRODU

CTACCEP

TANCE

STAB

ILITYTE

ST

BUYING

ORD

ER

ZERO

RUN

Zero Run

PRODU

CTIONST

ART


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17

Mini BoutiquesMini Boutiques

Animations in s toreAnimations in s tore

PrintPrint

InternetInternet

Direct marketing

programm

Direct marketing

programm

Press Conf.Press Conf.


Launch package Dr. Caspari

TV / PrintTV / Print


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III. Lancement de la gamme Dr. Caspari


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1. Le contexte


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20

100 ans dexpertise dermatologique : 1904 : les Laboratoires Bonetti crent la premire crme Diadermine, vendue en pharmacie

1970 : entre de la marque en grande distribution

1980 : rachat de Diadermine par le groupe Henkel

Philosophie de la marque : Parce quon na quune seule peau

Expertise technique et caution dermatologique

La technicit un prix abordable

Gamme de produits :

Les soins v isage : crmes et dmaquillants

Les soins du corps

2 ememarque la plus connue et la plus utilise

4 millions de consommatrices*Du concept au lancement

La marque Diadermine

Source:*Omnibus20

08


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21

ans

Le portefeuil le Crmes visage en 2007

3030 4040 5050 6060

7.1% pdm val 0.5% pdm val 3.5% pdm val 1.8% pdm val

1.2% pdm val2.0% pdm val

Source : Nielsen MS Val yearly 07


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22

3.3

11.2

3.13.4

3.2

18.6

11.3

12.2

3.4

1.1

9.6

4.2

1.9

0.6

0

5

10

15

20

25

30

35

Dermo-Expertise Nivea Diadermine Garnier Evian

Peaux jeunes Hydratants Anti -Age Mature

2.8

9.7

2.22.8

2.9

20.6

12

13.7

3.6

0.6

10.0

2.7

1.8

0.2

0

32.2

33.9

27.5

25.1

17.2 17.7

8.6 7.6

4.33.5

La concurrence

+0.5 pts : Croissance grce au segment de lanti-ge (innovations sur les gammes Lift+ et Expert Rides 3D)

-2.4 pts : Perte sur le segment des hydratants (Aqua Sensation non compens par Oxygen Power) et des peaux matures

+1.7 pts : Croissance sur le segment de lAnti-Age (lancement de Dermagense) et des peaux matures (extension de gamme Age Re-Perfect)

Derma Gense (2.9% MS Val)

DNAge (5.7% MS Val)

Age ExCelli um (0.5% MS Val)

Source : Nielsen MS Val yearly 07


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La situation en 2007

March en croissance grce au segment valoris de lanti-ge :

+16.8% de ventes valeurs

+12.7% de ventes volumes

Face Creams - Value Sales (M)

11.5 12.9 9.5

61.6 65.3 67.2

112.8 115.8135.2

33.838.4

38.8

2005 2006 2007

p ea ux je une s h ydr at an ts a nti- ag e ma tu re

219.6232.4

250.6

Face Creams - Unit Sales (M unit)

2.1 2.3 1.7

12.0 12.2 12.4

11.1 11.0 12.4

3.3 3.43.2

2005 2006 2007

p eau x je un es h yd ra ta nt s a nti- ag e ma tu re

Le march

28.7 29.330.8

Source : Nielsen MS Val et Vol yearly 07


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2. Consumer trends & benchmark


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Consumer Trends

Du concept au lancement

Growing popularity of professional beauty treatments*:

11,5 Mio. cosmetic procedures in US 3,3 Mio. Botox treatments (+1.000%)

1,2 Mio. Hyaluronic Acid

150T plastic face surgeries in 2006 in Germany,

1/3 are anti-wrinkle and 50T Filler treatments

64% would trust a dermatologist if he prescribed or

recommended beauty care products **

Trend towards spectacular technologies and high-tech

scientific formulas

Sources: *US Society of Plastic Surgeons, 06 vs. 05, Gesellschaft fr sthetische Medizin, 06 vs. 05, **Women Beauty Care Study, 2006


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Market Trend Evolution

Drastic dynamism towards spectacular technology stories

Hypothesis : stories of medical cosmetic and personified Dermatology will shape the

market in the next years


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Consumer Profile : Luxury shoppers

Women aged between 30 and 49 are especially focused on high-end cosmetic care*

High and rising acceptance of High-Tech Products**

Increasing interest in exclusive ingredients and high-end substances***

Consumers trend towards high-end cosmetic not only among earners***

Above average earners love luxury; average earners indulge themselves with luxury, too***

Sources:* Consumer Analysis (VA), Germany 2006, Basis F12+, Usage of minimum one perfumery brand.** TdW 06/07 Trend III, Germany*** Care & Beauty Trends, Germany 2006


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US Market

Dr. Brands account for 737M USD (13% of total Skin Care)

Distribution for Dr. Brands: Retail stores is the smallest sell-out channel (22%) but growing by 19,5%,

medical care providers (25%) and salons/spas (53%) are serving of market

Perricone, DDF and Dr. Murad are the leading Dr. brands, all growing by more than 5% (06 vs. LY)


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International competitor : Dr. Hauschka


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International competitor : Dr. Brandt


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International competitor : Summary

Who are they ?

A US phenomena coming to Europe & other

regions

2 entry points:

Doctors using their name to create their dermo-

brand (dermatologists, plastic surgery, scientists,

skin care experts)

Just a marketing concept based on a scientificmessage

Marketing mix

From generalist to specialist offer

Healthy and good looking skin

Focus on anti-age and acne

Ingredients and formulas

Technical ingredients derived from medical

intervention

Natural extracts of plants well known for its curing

properties

Natural components from our body such as

hormons

Selective distribution

Specialty retail

Brands spa

Internet: brands website & retail sites

Premium price


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Dr. Line : Summary

Anti -Age biggest market segment (42,6%) and growing by +10,1%*

Competition with trend to launch new specialized Anti-Age subbrands

(e.g. Nivea DNAge; LOral Collagen Modeller and Derma Genesis, the latter with strong MS development

in first periods after launch: 2,1% MS in DE and 7,8% MS in FR*)

Rising number of Dr. endorsed brands, trend towards Personifi cation of dermatological

expertise (e.g. Dr. Brandt entering European market in 2007)


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3. Tests de concepts


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Aprs des annes dtudes, la recherche anti-ge a dmontr que les rides profondes et le manque defermet proviennent dune perte de matire et de densit de la peau.

Le Dr Dogan est un chercheur spcialiste en dermatologie esthtique et chirurgie plastique. Encollaboration troite avec les Laboratoires Diadermine, il a contribu au dveloppement des formules dela Mthode LIQUID SKIN .Pour la premire fois, ce programme anti-age utilise les mthodes

dermoesthtiques pour combler la perte de matire par des substances dermo-identiques dont lastructure est proche de celle de la peau. Ultra performance garantie: la peau est raffermie et les ridesmmes profondes sont combles.

Ses principes actifs, lAmino-M-Cell et lAcide Hyaluronique sont identiques aux substances prsentesdans la peau. Ils comblent ainsi le manque de matire et resserrent le maillage cutan. De plus, ilsrgnrent les cellules endommages et en crent de nouvelles.

Les rsultats sont visibles: la peau redevient ultra ferme et mme les rides profondes sont repulpes.

Mthode LIQUID SKIN par le Dr. Dogan. Une peau rajeunie comme aprs un soin dermo-esthtique.

Concept : Mthode Liquid Skin


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Aprs des annes dtudes, la recherche anti-ge a dmontr que les rides profondes et le manque defermet proviennent dune perte de matire et de densit de la peau.

Le Dr Dogan est un chercheur spcialiste en dermatologie esthtique et chirurgie plastique. Encollaboration troite avec les Laboratoires Diadermine, il a contribu au dveloppement des formules dela Mthode DERMO-IDENTITE . Pour la premire fois, ce programme anti-age utilise les mthodes

dermo-esthtiques pour combler la perte de matire par des substances dermo-identiques dont lastructure est proche de celle de la peau. Ultra performance garantie: la peau est raffermie et les ridesmmes profondes sont combles.

Ses principes actifs, lAmino-M-Cell et lAcide Hyaluronique sont identiques aux substances prsentesdans la peau. Ils comblent ainsi le manque de matire et resserrent le maillage cutan. De plus, ilsrgnrent les cellules endommages et en crent de nouvelles.

Les rsultats sont visibles: la peau redevient ultra ferme et mme les rides profondes sont repulpes.

Mthode DERMO-IDENTITE par le Dr. Dogan. Une peau rajeunie comme aprs un soindermoesthtique.

Concept : Mthode Dermo-Identit


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Concept : Design


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Rsultat des tests de concept (QCT)

Mthode Liquid Skin Mthode Dermo-Identit Age ExCellium

QCT, October 2007,Users and buyers of mass market face cream, having anti-ageing/wrinkle creams in their relevant set,

aged 35-60 y.

QCT, January 2007,France, female users mass market creams,

having anti age in their relevant set,Aged 40-65 y

QCT = Quantitative Concept Test


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Diadermine Dr. Line

QCT Results

Jul ia Melzner

29th November 2007


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Diadermine Dr. LineQCT Mthode DERMO-IDENT

Sources: QCT, October 2007, France, female users of mass market face cream, having anti-age creams in their relevant set, aged 35-60 y.

UNIQUENESS

PERSONAL RELEVANCE

CREDIBILITY

BRAND ADEQUACY

13%

44%

18%

36%

35%

Rep. Sample

BUYING INTENTION

15%

28%

18%

39%

34%

Rep. SampleBenchmarkFR

Buying Intention: positive due to anti-age benefits and the Dr. endorsement

Personal Relevance: clear strength due to strong promises and reason why (substances similar to

natural skin) as well as Dr. endorser

Uniqueness: sligthly below benchmark due to anti-age benefits similar to current market

Brand adequacy: below benchmark in top box, but 91% in Top Two.


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The presentedIdea is

5 = not unique at all

4

3

2

1= very unique

Representative Sample

N=100

68

2,41

Top Two (1-2) %

Mean

55

13

14

14

4

Topbox-Benchmark 15%

Diadermine Dr. LineQCT Mthode DERMO-IDENT: Uniqueness

Values in %

Uniqueness slightly below benchmark due to anti-age claims being not outstanding

RECO: be shorter and more focused on the benefits, e.g. improve claims in the direction of re-pulps

wrinkles from the inside and regenerates damaged cells

52% ingredients: skin like substances

44% anti-age effect (regenerates cells)

22% developed by a doctor

12% anti-age effect (too general acts

against wrinkles)

8% brand / product name (not new)

+

_

Q: Compared to other face care ranges, what is different about this product range?


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Q: How well do the statements made in the description about this product range meet your idea of the brand?

The statementsmeet my idea of the

brand

5 = not at all

4

3

2

1= very well


N=100

91

1,86

Top Two (1-2) %

Mean

5 7

3 6

Topbox-Benchmark 39%

Diadermine Dr. LineQCT Mthode DERMO-IDENT: Brand Adequacy

Values in %

Brand fit in Top 1 close to benchmark

Does not fit to brand => only 5%

5%

241


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Q: How would your idea of the brand DD change if a face care range which is recommended by dermatological specialists was launched?

My idea of the

brand Diadermine...

would not change - wouldbe as negative as without

such a range

would not change - wouldbe as positive as withoutsuch a range

would deteriorate /change for the worse

would ameliorate /change for the better

63 64 62 62

3 42 2

31 3032 30

3 2 4 6

Diadermine Dr. LineQCT Mthode DERMO-IDENT: Brand Perception

Positive outlook for the brand image of Diadermine: 63% of total sample confirm that their brand

perception will improve due to the launch of the Dr. Line

Users of LOral48 6035 47Representative Sample

N=50N=50N=50N=100 Values in %


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35

40

32

33

34

35

36

37

38

39

40

S p o n ta n e o u s B u y in g I n te n t io n F in a l B uy in g I n te n tio n

Diadermine Dr. LineQCT Mthode DERMO-IDENT: Buying Intention

Final buying intention increased by 5%-Pts. vs. spontaneous buying intention

Priced buying intention positive vs. buying intention without price

Spontaneuous vs. Final buying intention in representative sample

Pricedw/o Price

Pricedw/o Price

2219Serum

2522Mask

Pricedw/o Price

3626Eye

3938Night

Pricedw/o Price

3938Day

Pricedw/o Price

4035Range

FinalSpontaneous


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I like thepackaging

5 = not at all

4

3

2

1= a lot


N=100

81

1,94

Top Two (1-2) %

Mean

43

38

5

10 4

Diadermine Dr. LineQCT Mthode DERMO-IDENT: Packaging

Values in %

RECO: increase the readibility on the facings (min. 9 Pts.), rework design by increasing the Diadermine

heritage, try routes with more lighter colours

95% colours (70% black, 40% pink)

52% in general: well readable, high quality

19% colours (15% black, 9% dark) 9% in general: 3% letters too small

+

_

Q: How do you like the design of the packaging of this range?


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4. Tests de design


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DIADERMINE Dr. Brand

Extern COB

FRANCE

Presentation February 19th 2008


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HENKEL KGaA COB-Diadermine Dr. Brand 01/2008 47

Diadermine is a French skin care brand with more than 100 years of history inFrance. It is a unique brand developed by dermatologists guaranteeing advancedskin care solutions with proven effects for visibly younger looking skin.

The brand is under pressure due to upcoming high-performance anti-ageoffers, such as Nivea DNAge and LOral Derma Genesis.

On international cosmetic markets there is a new trend of high-performance anti-

age brands endorsed by a dermatolog ist, Dr. or Professorsuch as Dr.Murad, Perricone MD, StriVectin or Dr. Brandt which entered Germany in 2007selling their products only through perfumeries. In Germany, other Brands suchas Prof Steinkraus, DDF, Cosmedicine and MBR are enjoying increasingreputation in media such as television and press because they are being seen asthe next step in professional skin care and anti-age.

Background and Objective


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The idea is therefore to launch a sub brand of Diadermine endorsed by Dr.Chatelain who is dermatologist and leading researcher in the field of anti-agemedicine. Being the most widely known sign of aging, wrinkles and flabbiness arecaused by a loss in skin substance during the years. In professional treatmentsthese micro-wholes are refilled by skin-like substances.

Now, Diadermine has developed in exclusive cooperation with Dr. Chatelain a

skin care range which uses the skin-like substances Amino-M-Cell andHyaluron to refill the missing skin substance, replump wrinkles and tightens theskin for a younger looking appearance.

The design of Diadermine Dr. Chatelain should be modern, new, technical andshould contain elements that link it to the Diadermine brand design. Threedesign routes should be tested.



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ISM GLOBAL DYNAMICS was commissioned to test the packaging designs forthe new subbrand against the main competitors Nivea DNAge and LOral DermaGenesis. The research should clarify the performance of DIADERMINE DR.CHATELAIN regarding the following aspects:

likes / dislikes relevance/ attractiveness/ interest

brand fit degree of modernisation degree of dermatological appearance degree of cosmetic appeal degree of value perception degree of clear packaging structure innovation and uniqueness degree of newness



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Methodology I

Kind of test: - Studio test Test design: - Monadic with 3 cells

- n=100 Main Sample per cell- n=31 Boost of Diadermine User per cell

Henkel designs: - Diadermine Dr. Chatelain Fuchsia

- Diadermine Dr. Chatelain Pink- Diadermine Dr. Chatelain Fuchsia Bar

Competitors: - Nivea (DNAge)- LOral (Derma Genesis)

Shown material: - Boards


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Methodology I

Diadermine FUCHSIA


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Methodology I

Diadermine PINK


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Methodology I

Diadermine FUCHSIA BAR


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Methodology I

Nivea


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Methodology I

LOral


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Methodology II

Target group: - Women between 35 and 60 years(50% 35 47 years, 50% 48 - 60 years)

- Buyers and users of anti ageing and/ or anti-wrinkleface cream (at least 4-6 times a week)

Sample: N=393

Locations: - Bordeaux- Paris

Fieldwork: 8th 21st January 2008


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Methodology III

Contents of the interviewContents of the interview

Spontaneous preference Reasons for preference, rejection and indifference

Brand image

Product expectation

Pack impression

Final preference

Likes / Dislikes


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MAIN SAMPLE

1. Spontaneous preference

2. Communicat ion effectiveness

Brand image

Product expectation Pack impression

3. Final preference

4. Likeability

DIADERMINE USER SAMPLE

1. Spontaneous preference

2. Communicat ion effectiveness

Brand image

Product expectation Pack impression

3. Final p reference

PACKAGE TEST: Diadermine


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Main sample Results


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Spontaneous PreferenceMeans

6.0

7.2

5.9

0 2 4 6 8 10

Q. 1a: Which face care assortment do you like best?Means SCS: 10=max., 0=min.

1

Main Sample

Fuchsia (n=100)

DIADERMINE

Nivea

LOral

Mean: N>D

D=Diadermine, N=Nivea, L=LOralD=Diadermine, N=Nivea, L=LOral

5.5

7.6

6.0

0 2 4 6 8 10

6.2

7.2

5.6

0 2 4 6 8 10

Pink (n=100) Fuchsia bar (n=100)

Mean: N>D Mean: N>D


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Spontaneous PreferencePositive mentions1

Q. 1c: Why did you evaluate this product assortment best?Q. 1g: Why did you rate this product assortment this way (positive)?Base: Respondents preferring or neither preferring nor rejecting the brand

= Main reason for preference (Q. 1c)

FUCHSIAn=55

%

Main Sample

DIADERMINE

= Significant difference

PINKn=64

%

FUCHSIA BARn=48

%Colours 62 69B 50 Combination of black and pink is appealing 36B 47B 17 Like the colour of the packaging 9 16 10 Black is appealing 7 11 17 Colour combination is appealing / harmonious 4 2 6

Design 58 63 71 Not too exaggerated / overloaded /simple 18 16 8 Striking packaging / catches the eye 15 9 13 Looks premium / like high quality 11 6 17 Packaging looks soign / elegant 7 17 10 Packaging makes you think of a pharmacy / looks medical 5 3 4 Looks nice / nice appearance / looks aesthetic 4 9 13 Looks professional 4 5 13 Seems young / doesnt look old fashioned 4 5 10 Looks feminine 4 2 -

Packaging looks reliable 2 6B -


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Spontaneous PreferencePositive mentions1

Main Sample

DIADERMINE

Text / product specification 13 5 4

Text of the product specification iseasily readable 7 3 4

Product name 7 16 13

(Dr. Chatelain sounds good / interesting)

Products - 5 -

Face care against wrinkles / product for wrinkled skin - 2 -

FUCHSIAn=55

%

PINKn=64

%

FUCHSIA BARn=48

%

Q. 1c: Why did you evaluate this product assortment best?Q. 1g: Why did you rate this product assortment this way (positive)?Base: Respondents preferring or neither preferring nor rejecting the brand= Main reason for preference (Q. 1c)



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Q. 1e: Why did you evaluate this product assortment worst?Q. 1g: Why did you rate this product assortment this way (negative)?Base: Respondents rejecting or neither preferring nor rejecting the brand

Spontaneous PreferenceNegative mentions1

= Main reason for rejection (Q. 1e)

Main Sample

DIADERMINE


FUCHSIAn=72

%

PINKn=61

%

FUCHSIA BARn=75

%Colours 68 67 73 Black is not appealing 38 46 53 Too dark 14 13 7 Black is too masculine 10 3 11 Combination of pink and black is not appealing 7 8 1 Pink is not appealing 7 5 1

Design 32 21 37P

Doesnt look dynamic / is not fancy / looks boring 7 3 8 You can not recognise at oncewhat the product is made for 6 7 5

Doesnt look nice / is not appealing 6 5 4 Packaging is not striking / doesnt catch the eye /hard to find in the shelf 6P - 3

Lettering unspecific 11 15 9

Too small letters / not easily readable 10 13 8Product name 7 7 7 Dr. Chatelain doesnt sound good / interesting 6 7 7


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- Dermatological heritage

- Professionalism

- High-quality

- Uniqueness BUT rather low fit to Diadermine

All designs are successfu l in communicating

Conclusion

However, PINK is able to achieve clearly more advantages

for Diadermine Dr. Chatelain over the competitive product

lines than FUCHSIA and FUCHSIA BAR.

Nevertheless, all designs, even PINK, appear to be notas smoothing and moisturising as Nivea DNAge.


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PINK FUCHSIA FUCHSIA BAR

Conclusion

+ best competitive positionregarding all attributes

+ on the same level with Nivea+ better than L Oral+ medical, exclusi ve, feminine+ best brand fit compared to other

two designs+/- more appealing to older women

The soft logo colour looks most medical and evokes most associations to

the current Diadermine logo. Therefore, with design PINK, the newproduct range can benefit most from the umbrella brand.

+ most unique andoutstanding

+/- medical, exclusive

+ novel, youthful+ professional- too dark

+/- on the same level with LOral- worse than Nivea- worse brand fit

less effective


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Recommendation

Design PINK leads to a very good competitive posit ionamong high-performance anti-age ranges.

Therefore, we recommend Henkel to launch

Diadermine Dr. Chatelain with PINK.

Nevertheless, it is recommended to adjust the design beforemarket introduction in order to provide the packaging with a slightlyincreased impression of high-quality:

High-light Dr. Chatelain slightly more Make the font of the product description slightly bigger Emphasise that products are smoothing and moisturising more strongly


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Problme de trademark

Dr. Line Contexte :

Interdiction pour les mdecins en France de faire de la publicitArticle 19 (article R.4127-19 du code de la sant publique)

La mdecine ne doit pas tre pratique comme un commerce.

Sont interdits tous procds directs ou indirects de publicit et notamment tout

amnagement ou signalisation donnant aux locaux une apparence commerciale.

Consquences : Choix dun docteur tranger

Dr. Chatelain

Dr. Caspari

Trademark issue :

Choix du Dr. Chatelain Mais marque La Chatelaine dpose jusquen avril 2011 pour des produits

cosmtiques Consquences : Trouver un nouveau docteur tranger lgitime pour

reprsenter la marque

Dr. Caspari :

Chirurgien esthtique spcialis dans les traitements anti-ge Clinique Dr. Caspari Munich Habitu communiquer, bonne image


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Problmes de tests

PRO

DUCT

ACCEP

TANC

E

S

TABILITY

TES

T

Rsultats du stability test (juin 2008)

Mauvaise raction entre la formule et le caoutchouc du dispenser sur le serum Impossibilit de faire sortir le produit du contenant

Dcision de basculer sur un format tubeConsquences

Retravail des visuels de gamme Retravail des supports de communication contenant le visuel du serum Changement des donnes techniques du produit (nouvelles fiches techniques produit et box)


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Docteur Caspari

GO3


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72

13

52

9093 93 93 93

63

75 76 76 76

38

51

59 59 59 59 59

7

75

92

76

45

95

8890848379

39

janv-09 fvr-09 mars-09 avr-09 mai-09 juin-09 juil-09 aot-09

J our Nui t Conc ent r Ye ux Benc hmark Age ExC J our

GO3 : 1- Marketing-mix

Objectif : Exploiter une source de croissance additionnelle sur le Skin Care via une

nouvelle sous-gamme premium. Concept / USP : En collaboration exclusive avec le Docteur Caspari, les Laboratoires

Diadermine innovent et crent la Mthode Dermo-Identique :

La formule Dermo Identique comble le manque de matire de la peau avec des substances dermo-similairescomme lAcide Hyaluronique et lAmino-M-Cell

Rsultat : Votre peau parat 10 ans plus jeune en 6 semaines !

4 skus :

1 soin de jour (pot 50ml), 1 soin de nuit (pot 50ml), 1 soin concentr (tube 30ml), 1 soin yeux (tube 15ml)

Timing de lancement :

Primeur Carrefour, Champion : 20 dcembre (Wk 52)

Autres enseignes : Livraison Janvier

(Wk 3 cadenciers, Wk 5 hors cadenciers) pour lancement Fvrier

DV projet date :

Jour : 93

Nuit : 92

Srum : 76

Yeux : 59

Mdia

Source DDV Octobre 2008


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Source DDV Octobre 2008

Linaire :

Reco dimplantation :

Implanter la gamme Dr Caspari la frontire descrmes anti-ge peaux matures et de lagamme Age ExCellium

Crer une planche premium

PLV :

Joues + rglettes qualitatives et vnementielles

PLV informative pour Monoprix


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Promo

Avant Beaut 1

Offre : Standard + Outils Trade

Displays : Barquette 100% Caspari (avec guides techniques)

ADV : Dans le cadre des quotas Autres Op

Focus Beaut 1

Offre: Outils trade + BRI 2 sur refs Srum et Yeux Displays : Lego + Mecabox brands Caspari (+ guides tech) mixtes (Lift +, Dmaquillants)

ADV : Dans le cadre des ADV Beaut 1 Diadermine

Rentre

Offre : BRI 1.50 (4 refs)

Displays : Lego Diadermine mixtes (Ractivance, Dmaquillants)



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Plan de soutien

PROMO

DP Retombes RP Retombes RP

SHELF

Joues + Rglettes

TVC

MEDIA/NONMEDIA

MAY JUN JUL AUG SEPT OCT NOV DECJAN FEB MAR APRDEC

TVCTVC

Presse

Partenariat

Marie-

Claire

Internet

Doctissimo

La belleadresse

Conf

Op Sp Beaut 1 Rentre

Primeur

CRF /Champion

Lancement

Autr esenseignes

WD > 50


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76

POSPOS

Animations in s tore

+ promo

Animations in s tore

+ promo

PrintPrint

InternetInternet

Direct marketing

programm

Direct marketing

programm

Press Conf.Press Conf.

TV / PrintTV / Print

Plan de lancement


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7. 1 an aprs le lancement


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Un succs

-35.3 M

+36.1 M+7.2 M pour

Dr. Caspari !

La gamme Dr. Caspari : principal contributeur la croissance valeur du march des crmes Diadermine : plus forte croissance sur le march des crmes

Source:Nielsen,

MSValandValueSalesYearly2009

33.3

25.8

18.3

8.7

30.5

25

19.6

9.3

L 'Oreal Ni vea Diade rmi ne Garnier

2008 2009

MARCHE MARQUES

-2.8 pts

-0.8 pts

+1.3 pts

+0.6 pts


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Les ractions de la concurrence

Code jeunesse de

LOral

Tract Carrefour Market 10/02 au 21/02/2010

intervention_cas marketing nanterre 102013henkel Dr Caspari(1).pdf

Documents