Brand & Product Management Group 8.3

Roel Hengeveld - s1894137 Branisa Milosavljevic - s2512874

Frida N. Minhas - s2818604 Mariam Talakhadze - s2818353

Niek van de Ven - s1967312

PROBLEM STATEMENT •  1 Billion Customers

•  Currently still world market leader

•  Competition starts to focus more on China as well

•  Estée Lauder Asia Pacific market leader

•  Chinese culture significantly different

•  Differentiate from competitors

•  Improve/create new retail experience

•  Inventing/presenting new products

•  5% growth within 2 years

AIRPORTS ARE STRESSFUL

•  44% of surveyed women say airports are highly r fairly stressful

•  40% says, quiet and peaceful environment would improve the experience;

•  Femail Toilet in the Airport – Highest Personal Drama Location

BRAND MANTRA & CORE BRAND VALUES

•  Brand Mantra: ”Refreshing Luxurious Beauty”

•  Core Brand Values:

•  Happiness

•  Beauty

•  French Elegance

•  Scientific Expertise

•  Ultimate, scientific research proven, refreshing products and services of high quality and Luxury.

TARGET MARKET •  Chinese Female Customers

•  Rising competition due to growth in emerging markets

•  Growing democratization of travellers •  Travel retail not exclusive to luxury anymore

•  Main competitors of Lâncome also start to focus on Chinese market

NATURE OF COMPETITION

•  Category competition: Rituals, XpresSpa

•  Product competition: Estee Lauder, Chanel, Christian Dior.

POP’S & POD’S

•  Category POPs: entrance in the new category – Travel Spa

•  Services offered

•  interior and atmosphere

•  Competitive POPs: very limited competition within category

•  Availability

•  Skiller Personnel

•  Correlational POPs:

•  Time-consuming treatments – online booking

•  POD’S

•  Luxurious Refreshment

•  More Service Offerings

•  Strong global brand awareness and reputation

NEW TRAVEL RETAIL EXPERIENCE

•  Lancôme Thermes = SPA Experience

•  Offer three categories of refreshing services: Relaxation, Revitalization, Beauty

•  Skilled personnel

•  A refreshing experience for tired travellers after arriving from a flight or to kill time while waiting for a departing flight

•  Perfect way for customers to be introduced and educated about Lancôme's products

LANCOME THERMES

•  Lancôme Thermes

•  Relaxation – Massage (hands/head/face/feet)

•  Revitalization – Facials, Full treatment (from skincare to makeup at the end)

•  Beauty – Makeup consultations (customer have the option of paying for only consultations or consultations + products for the same price)

•  If the customer likes the products used during the services, they will be offered a discount if they buy a whole set (for e.g. cleanser, toner, serum/face cream)

LANCÔME BRAND AWARENESS AND BRAND IMAGE

•  Awareness:

•  Lancôme Web Presence

•  Rose Beauty

•  Co-branding,

•  Advertisement in in-flight magazines

•  Image:

•  All stores – same design

•  relate to core values

•  exceptional service and experience

LANCÔME BRAND RESONANCE

•  Roll-out the Loyalty Program worldwide and extended to Thermes