Comparative Study

Topics: LVMH, Luxury brands, Hubert de Givenchy Pages: 15 (1461 words) Published: September 16, 2013
IN STORE PROMOTION COMPARATIVE STUDY
- WOMEN FRAGRANCES -

ANDREEA ELENA PALICI - BRAND MANAGER APPLICANT
28th of July 2013

TABLE OF CONTENTS

1. BRANDS & RETAILERS - SHORT PRESENTATION 2. FINDINGS & CONCLUSIONS     Sephora Marionnaud Douglas Kendra

3. RECOMMENDATIONS

Prepared by Andreea Elena Palici, 28th July 2013

BRANDS – SHORT PRESENTATION

Founded in 1952 by designer Hubert de Givenchy Owned by luxury goods corporation LVMH Headquarters – Paris, France

Founded in 1946 by designer Christian Dior Owned by luxury goods corporation LVMH Headquarters – Paris, France

Founded in 1909 Gabrielle "Coco" Bonheur Chanel French privately held company owned by Alain Wertheimer and Gerard Wertheimer Headquarters – Paris, France

In Romania – distributed by Niran Co Products

In Romania – distributed by Christian Dior Romania

In Romania – distributed by Cosrom Cosmetics

2006

2008

2009

2010

2011

Prepared by Andreea Elena Palici, 28th July 2013

RETAILERS – SHORT PRESENTATION

French brand and chain of cosmetics stores founded in Paris in 1970; Owned by luxury goods corporation LVMH In Romania since 2000

Part of A.S. Watson, major international retail and manufacturing group headquartered in Hong Kong In Romania since 2009, when Marionnaud overtook INA Center and Privilege 28 locations in Romania; 11 in Bucharest according to official website

Par of Douglas Holding AG, a German perfume, book, jewelry and confection retailer founded in 1821 In Romania since 2007

Part of B&B Collection group, Romanian official distributor of luxury brands

In Romania since 1999 (B&B collection)

26 locations in Romania; 11 in Bucharest
according to official website

13 locations in Romania; 3 in Bucharest
according to official website

16 locations in Romania; 2 in Bucharest
according to official website

2006

2008

2009

2010

2011

Prepared by Andreea Elena Palici, 28th July 2013

SHARE OF RETAILERS
Retailer

Detailed info regarding scoring system in the enclosed excel file

POINTS POINTS by location by annual turnover

TOTAL SCORE

Share

Sephora
Marionnaud Kendra Douglas

1055
1098 433 414

3488
1089 1239 1184

4543
2187 1672 1598

45%
22% 17% 16%

Douglas, 16%

Kendra, 17%

Sephora, 45%

Marionnaud, 22% Prepared by Andreea Elena Palici, 28th July 2013

SEPHORA – FINDINGS

Available points – all brands 100% 10 k 3000

Comments

SALES FORCE POSM MERCHANDISING PRICES / PROMOTIONS SPECIAL ADVERTISING

30%

0p 167 p 657 p 361 p 0p

100 p 167 p 447 p 329 p 0p

0p 167 p 497 p 310 p 0p

Chloe; Burberry - new; Dior - positive feeling Shelves – special displays of testers

25%

2500

20%

2000

20%

2000

1 module / 6 shelves Givenchy – 2 special positions Chanel – good testers cond. Based on 50 ml EDP bestsellers (eye level positioning in the module) Not available (video / props)

5%

500

TOTAL

NO OF POINTS SHARE

1,185 p
37%

1,042 p
33%

973 p
30%

3,200 p
Share of selected brands

32%

Prepared by Andreea Elena Palici, 28th July 2013

Detailed info regarding scoring system in the enclosed excel file

SEPHORA – CONCLUSIONS
 selected brands gained 32% of in-store promotional activities identified in Sephora location (AFI Palace Cotroceni) From selected brands:  sales personnel recommend other brands (Chloe, Burberry – new edition); a positive feeling regarding Dior though  equal shelves distribution  Givenchy has 2 additional placements inside the store: end shelf and special display  Chanel has better testers condition  Givenchy has a better price level (50 ml EDP, best seller) other brands 68%

selected brands 32%

Chanel, 30.4%

Givenchy, 37.0%

Dior, 32.6%

Prepared by Andreea Elena Palici, 28th July 2013

MARIONNAUD – FINDINGS

Available points – all brands 100% 10 k 3000

Comments

SALES FORCE POSM MERCHANDISING PRICES / PROMOTIONS...
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