Cosmetics and Men Expert

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EXECUTIVE SUMMARY ................................................................................................. SITUATION ANALYSIS ................................................................................................... L’Oréal Canada – Company Profile ..................................................................... L’Oréal Paris Men Expert – Product Profile …………………………………………………… Men’s Cosmetics Market – Industry Overview ……………………………………………… Product Trends ……………………………………………………………………………………………… Consumer Trends …………………………….…………………………………………………………… Customer Segmentation ………………………………………………………….…………………… Competitive Analysis ……………………………………………………………………………………. SWOT and Gap ……………………………………………………………………………………………… MARKETING PLAN ………………………………………………………………………………………………….. Marketing Objectives ……………………………………………………………………………………. Positioning Strategy ……………………………………………………………………………………… Product ………………………………………………………………………………………………………… Price …………………………………………………………………………………………………………….. Place ……………………………………………………………………………………………………………. Promotion …………………………………………………………………………………………………… Financial Analysis ………………………………………………………………………………………… Implementation …………………………………………………………………………………………… Evaluation and Control ………………………………………………………………………………… Appendix A …………………………………………………………………………………………………………… Appendix B …………………………………………………………………………………………………………… Appendix C …………………………………………………………………………………………………………… Appendix D …………………………………………………………………………………………………………… Appendix E …………………………………………………………………………………………………………… Appendix F …………………………………………………………………………………………………………… References …………………………………………………………………………………………………………… 1 3 4 7 11 14 15 18 20 23 24 25 26 27 29 30 31 35 38 40 41 42 45 46 47 48 49

EXECUTIVE SUMMARY
COMPANY AND BRAND OVERVIEW L’Oréal Canada is a leading company in the cosmetic industry in Canada. The company mass-markets skin care products to men through its brand L’Oréal Paris Men Expert. Men Expert is the leader in non-luxury skin care market in Canada. MARKET The male cosmetic market has become a new opportunity for cosmetic companies as it has been experiencing great growth. Of the seven categories in male cosmetics, the one that most grew in Canada was skin-care, rising over 122% over the past five years (U.S. Commercial Service). Out of skin-care, anti-aging is the most promising segment of the market in terms of growth and profitability.

OPPORTUNITY Night-usage products are a new trend in cosmetic products. There is no such product currently in the men’s cosmetic market in Canada as there are no competitors for Men Expert within anti-aging products for men in Canada. Taking advantage of the scenario L’Oréal Canada can expand the anti-aging segment with a new offering of a nightusage anti-aging product that will help the company gain share in the men’s market.

PLAN OBJECTIVES To successfully introduce the new L’Oréal Paris Men Expert line extension product “Night-to-Dawn Anti-aging” to the Canadian market, and in one year financially breakeven, achieve a wholesale revenue of C$ 1,3 million, make the product synonymous with the product category, creating a positive image of quality and increasing the brands distribution coverage to male-oriented retailers.

TARGET AND POSITIONING The product should target primarily the average Canadian male aged between 40 to 60 years who wants to look younger, and secondarily the primary target’s wife or partner.

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The anti-aging cream should be positioned as a value product that is a pioneer in the segment, offering convenience while working towards providing younger-looking skin.

MARKETING MIX The product, named Men Expert Night-to-Dawn Anti-aging would be a cream applied to the face at night-time that works while the user is asleep, resulting in youngerlooking skin.

At a retail price of C$ 19.89 the product would be sold at mass-retailers such as WalMart and Shoppers Drug Mart, as one of the cheapest options for anti-aging products for men in Canada...
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