Presentacin de PowerPoint
Carolina Vargas Daniel Rodriguez Andres Vargas
The opportunity
The competition
SWOT
The customers
Selected customer
Trends and symbolism
The product
The Heroe
INDEX
THE OPPORTUNITY
SHAVE CARE
BATH CARE
Organic and eco-friendly product add transparency
Skin caring properties help to reassure consumers
Quick and easy application
HAIR CARE
Botanical/herbal formulations help
80%
Hair and bear care influence in their look
10%
Annual growth in emerging markets for shave care
80% of men say that their hair and bear care is the most important aspect of their look. Annual growth of 10% in emerging markets for shave care products. Diana y Andres Vargas
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THE COMPETITION
Arreglar esta diapositiva para incluir los white espaces. Diferencias bien la competencia directa/indirecta. Andres Vargas
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S
W
O
T
Esto se explica muy rapido: Andres Vargas
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- Expertise and experience
- Pharmaceutical differentiation
- Social impact oriented
- Mass and traditional marketing lack & low brand awareness compare to competition
- Unappealing Product package
- Men customers are still uneducated
- Open retail spots attractive for men (Falabella)
- New E-commerce competitors with value futures at lower costs.
Fashion
Basics
Complete
Follower
High Spend
Low Spend
THE CUSTOMERS
Traditional
The challengue is in the Normal and Followers segment, explica daniel rodriguez
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SELECTEDCUSTOMER
Trendy
Healthy
Social
Macho
Go with the Basics
Simple
Successful
Professional
Practical
Explica daniel! Por favor cambiar la cara de estos personajes, algunos no tienen cara de clientes de Kielhs
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SELECTEDCUSTOMER
He still wants to be a Macho
He remains uninformed
Eventhough
I now clean the house
I have a lot of friends but
Daniel Rodriguez
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EDUCATE them startingwith the BASICS
and the BASICS are?
Diana Vargas
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queen
Queen
queen
Hero
Queen
Diana Vargas
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OLD MAN
Hero
OLD MASTER
Diana Vargas
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BIZARRE
Hero
BRILLIANT
Diana Vargas
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A man has to take care of his masculinity, face and facial hair
will teach him how
Diana Vargas
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offer a product with which he is identified
1st
offer a product with which he is identified
1st
Color
Application
Packaging
Men will buy style not beauty
Diana Vargas
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1
2
7
4
6
5
3
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2nd
1
Women
2
3
Samples 2.0
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6
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Yes!!! Finally he is in!!...But look what happen when a man enters a Kiehls store (Actuacin bla bla bla)
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allow better contact
3rd
Clear
information
Instant
sampling
Instructions
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Bad days
Best days
Even heroes need to take care of their facial hair.
Poner la musica
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