Khiels

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  • Topic: Marketing, Distribution, Competitor analysis
  • Pages : 2 (307 words )
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  • Published : May 3, 2012
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Industry Analysis

CONTEXT

-PESTEL analysis
-Market Segmentation (3+1 Segments)
-Trend + Forecast on Premium SK/ SK total
-Lifecycle for each segment
-Key Success Factors of Industry  how does Kiehl’s perform within the KSF of industry (My Reserach document + Euromonitor) + trend for future (price better because of adjustment to US pricelevel, location better because of e-commerce, etc.)

COMPETITORS
-total sales DK, Q3/4 11, Q1 12 trend of Kiehl’s and top 10 competitors e.g. -sales of Kiehl’s + comp. In Magasin (showing shop-in-shop data) -% of sales in shop-in-shop (KBH + Aarhus and separate) against total sales for Kiehl’s -competitor positioning regarding 3+1 segments named above

-threat of new new competitors? (L’Occitane?)

COLLABORATORS
-who are the collaborators besides Magasin (shop-in-shop). -Future collaborators (regarding e-commerce etc.)
-Supplier L’oreal internal – do they set restrictions towards Kiehl’s DK (budget for samples? Any limits) -Ask other group (Svenja Troll for input on collaborators, who is missing here?)

CONSUMERS
-male / female segment
-age groups (20-25, 25-35, 35+)?
-Ask librarian what does Danish
-geographic area, KBH, aarhus, + total DK (

Company Analysis

KIEHLS BACKGROUND
-brief History of Kiehl’s
-why L’Oreal bought Kiehls
-strategic portfolio (5 Pillars of Loreal  where Kiehls is in (Luxury Products) -what Kiehl’s is regarding BCG-Matrix among L’Oreal brands   only half a page of text!!!

KIEHLS IDENTITY
- check with Maeva and written parts
-

DISTRIBUTION CHANNEL
-shop (not yet established but in plan)
-shop-in-shop (excel sheet, performance magasin, + trend on new openings) -e-commerce (big success on magasin webshop  opening of own Kiehl’s webshop) -anything missing? What are typical distribution channels for the industry and why does Kiehl’s DK reject using it (Matas?!)? -total SALES DK is it only presence in shop-in-shop up to this...
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