kiehl's - media planning
DESCRIPTION
Media Planning for Kiehl's : - The Media, Advertising, Consumer Relationship - Brands, Markets and Consumer Understanding - Objective setting and Budgets - Media Weights and Scheduling Strategies - Consumer Engagement and Digital Media - Principles of Planning Media Strategy - Media Mix decisions - Media PlanTRANSCRIPT
INTRODUCTION TO MEDIA PLANNING
Aniruddh | Anu | Paarmi | Nikhil | Saarini | Surabhi
Shraddha | Aritrika | Vasundhara | Anais| Gaurav
Group No. 4
ASSETS GOALS
EXPERIENCENEEDS
• Expertise in Pharmaceutical Manufacturing
• Leadership in Service• 160 year old Heritage Brand• ‘Cult’ Brand• Assets needed: More
brand awareness
• Personalized • Customized• “Try before you buy”• Long-lasting relationship• Making you feel good about
yourself• Builds trust
• Achieve 5.3% estimated annual growth rate for Kiehl’sfor next 5 years
• Obtain market size of $1,379,915 in 2 years which is 38% incremental sales from 2010
• Exceptional Service with Personalized Consultations
• Wide variety of efficacious and natural products
• To stand out/be different amongst the crowd
• Belonging to a socially active community
Source: Euromonitor
Seek
Involve
Act
Share
Natural, Unadorned and effective personal care
products
Create awareness of products through retail expression,
personalized service and sampling
philosophy
Commitment to customers and loyalty
programs
Higher Brand recognition by
making consumers
resonate with the Kiehl’scommunity
Retail Expression
Skin consultations
The Kiehl’s Experience
ABC
AMBITION
• Achieve 5.3% annual growth for Kiehl’s over the next 5 years, with an estimated 38% increase in sales.
BARRIER
• Stagnating growth of both the Kiehl’s brand and the beauty and personal care industry. (4.5% CAGR)
• Saturated North American and European markets.
CHALLENGE
• Creating brand awareness and acceptability for Kiehl’s in the emerging Asia Pacific Market to boost sales.
Source: Euromonitor
Brand Analysis
PHYSIQUE
-Natural Skincare and hair care
brand
-Quality product from long
research
RELATIONSHIP
-Trust
-Listening
-Customized Advice
REFLECTION
-People who take care of their
skin
-Feel concerned about
environment
PERSONALITY
-Expert innovator
-Natural product
-Concerned about environment
CULTURE
-American
-Family
-Values
-Expertise of a pharmacist
SELF IMAGE
-I feel good about myself
ESSENCE
Well being
PERSONALITY
Honest, Transparent, Warm, Family Focus
VALUES OF USERS
Environmental Concerns, Quality, A healthy body & spirit
EMOTIONAL REWARD
Well-being, Look rested, feeling adequacy, proud of its engagement
FUNCTIONAL BENEFITS
Quality, performance, pharmaceutical products, not harmful for skin and body
ATTRIBUTES
100% natural, environment friendly, Premium cosmetic products
BRAND IDENTITY PRISM BRAND BUILDING
BLOCKS
What are they saying?
How does the brand behave?
Luxury Cult Brand
Expertise and Innovation
Impeccable Customer Service
Larger than life philosophy
Encourage the atypical luxury consumer to embrace their individuality whole-heartedly
DO??
Kiehl’s creates
effective and unique
products for overall
well-being
Brand Dynamic
Consumer Insights
Botanical & Herbal
Moisturizing & Hydrating
DermatologicallyTested
Ethical/EnvironmentFriendly
Aromatherapeutic
29%
23%
21%
11%
6%
36%
36%
14%
4%
3%
Marketed as
1985
25%
1998
2011
52%
69%
Ev
olu
tio
n o
f th
e m
etr
ose
xu
alm
an
Men buying their own grooming
products
Source: GCI Magazine, Spire Research
- Using grooming products helps in
boosting self-esteem, gives them
confidence and an edge over the
others
- “Non-basic” skin care products such as
face masks and anti-agers will see strong
growth in the short term
- For simple colour cosmetics products
such as BB cream and CC Cream, this
will likely continue to gain acceptance
in some parts of Asia pacific like India,
East Asia.
- As men are usually not used to
numerous steps in skin care regime,
combination products will do well as it
helps to cut down on the number of
steps. All in one products.
-Grooming spas, salons, parlours for men
and women will see an increase
Source: Emerging Market Information Service
NPD Group Inc. / Consumer Tracking Service
Working Male / Female25 to 35 years old
SEC ASingle or Married
Follows latest trends in
Technology
Trendsetters among
their peer group
Adventurous and fun loving
Have a lot of restless energyLike to get out on weekends with friendsWant to explore the world and different
opportunities that life presents with their spouse
Are extremely image conscious and don’t mind spending extra on high quality products
They have a regimented grooming regime
Are Environmentally conscious and socially
aware
Follow
Earth Hour
Lead a healthy lifestyle
and are likely to invest in
organic food.
Workout regularly
Who are our consumers?
The Consumer’sGrooming Regime
“IN THE MORNING, I USE A DEEP PORE CLEANSING FACE WASH. AFTER MY WORKOUT I GO TAKE A SHOWER."
“IN THE SHOWER I USE A HONEY ALMOND BODY SCRUB, AND ON THE FACE AN EXFOLIATING GEL SCRUB."
"THEN I APPLY AN HERB-MINT FACIAL MASK WHICH I LEAVE ON FOR 10 MINUTES WHILE I PREPARE
THE REST OF MY ROUTINE."
"I ALWAYS USE AN AFTER SHAVE LOTION WITH LITTLE OR NO ALCOHOL, BECAUSE ALCOHOL DRIES YOUR FACE OUT AND
MAKES YOU LOOK OLDER."
"THEN MOISTURIZER, THEN AN ANTI-AGING EYE BALM FOLLOWED BY A FINAL MOISTURIZING PROTECTIVE
LOTION."
“We are unhappy
with the hollow and
misleading claims
made by
Organizations and
Brands”
Cultural Dynamic
Media mix for the consumer journey
Consumer Journey Map Notice Think Feel Act Share
Blogs
Website
Social [Facebook, Twitter, Instagram, Pinterest, Youtube]
Radio
Mobile
Store
OOH
High Mid Low
Sample consumer journeyConsumer Journey Map Notice Think Feel Act Share
Blogs 3.Reads fashion blogs that
mentions Keihl's
9.Comments on fashion
blogs
Website2.Consumer then checks
out the website of the brand to know more about it
Social [Facebook, Twitter,
Instagram, Pinterest,
Youtube]
1.Consumer notices the
brand on social media through an online campaign
8.Shares his recent
purchase on social media/joins the
conversation
Radio
Mobile 4.Download's mobile app 7.Rates the product on
the app
Store5.Consumer visits the store
and undergoes the Keihl'sexperience
6.Buy's product of
choice
OOH11. Brings a friend along
who starts his/her journey10.Attends the next
OOH event being held
Consumers unhappy with
hollow and misleading claims of
Companies, Brands and Organizations
Kiehl’s creates effective and
unique products
for overall well-being
Encourage people to support
genuine causes they believe in
Communication Platforms “
Free Sampling and
Grooming Experiences at
men’s sporting events
Editorials in high fashion
men’s magazines
Kiehl’s Grooming Guide
Mobile App
Kiehl’s
Rejuvenating
Grooming
Ateliers and Spa
Treatments
Kiehl’s Travel Kits for the
man on the move
Thank You