Advertising campaign - when demon by organics enters the Men Cosmetics Market

Résumé du document

The cosmetic industry has known an amazing growth in the last fifteen years. According to an Euromonitor survey, on the global scale, this market had represented 110,3 billion in 2008. The European Countries and the US are still the most profitable ones. France has the second largest cosmetics market valued at 10.4 billion which represents a real opportunity for it to establish a new brand. However, the competition can be measured on the global scale. In order to face giants such as Procter & Gamble Co. which had 12.7% of the global market shares in 2008, it seems essential to develop a new niche market: Cosmetics For Men. In the last few years, men's demand has been growing: in 2004, this new market had represented in France more than 680 million, that is to say 10% of the country's cosmetics turnover. Men want to take care of themselves and aren't ashamed of the products femininity anymore. Brands such as Biotherm, Nivea For Men, L'Oreal are developing their offers to answer to this new need. However, some products such as lipsticks are not accepted by men. That's why, we have decided to develop in France, in the US and in England, more precisely in the big cities, a new product, which won't be called lipstick to respect the male sensibility, but which will offer the same characteristics. Our main goal will be to tempt the early adopters with an efficient advertising strategy which will lead to a positive brand image and a huge recognition by establishing our product as the new Must Have for men.

Extraits

[...] Before, men were stolen their women products, now they are the main target. To sum up this part, we can say that: - General Target: Men from 25 to 40 years old - Core target: Men who need to take care of themselves leaving in big cities, X generation - Purchasing advisors: journalist, women, opinion leaders Our goal, to reach our target is to have a huge presence in magazine: if journalists are seduced by our product, they will influence easily the readership. [...]

[...] We can already divide three main categories: (Metro sexual (according to the dictionary.com, a metro sexual is a “heterosexual male who has a strong aesthetic sense and inordinate interest in appearance and style, similar to that of homosexual males”) (Homosexuals (Business Men who need to take care of themselves in their working life Our target is from 25 to 40 years old, coming from a high social professional category. It lives in very big cities and is very sensitive to fashion and to committed issues. It belongs to the X generation: generation following the post-World War II baby boom, especially people born in the United States and Canada from the early 1960s to the late 1970s”. This generation is defined as a generation who is worry about security and health. It is the result of what they have grown with. [...]

[...] Nivea has decided to develop a TV advertising campaign which is certainly very expensive but the brand is sure to reach its target. (What do you think are the strengths and weaknesses of their advertising (short statement)? 2. Competitive Analysis (Name of product BUTTER SHINE LIPSTICK - CLINIQUE (Parent company (if known): CLINIQUE ESTEE LAUDER or 3 key features of the product or service - A dermatological product - Two main effects: the shine of a gloss and the color of a lipstick - A buttery formula: a natural product (Estimated age and gender of the target audience Women from 30 to 55 years old, who need to buy a natural and healthy product: thanks to the brand image, all the products sold, are considered as “scientific” because they have been tested by professionals and doctors. [...]

[...] Media Even if we are entering the up cosmetics market, the lipstick is a mass product. Moreover, it would be more efficient for us to choose media that will point up the main characteristics of our product. For this reasons we are going to use: - Cinema: it permits to target very locally all the persons you want to reach. The biggest advantage of cinema is that people are often very concentrated on the screen and are very relax. Thanks to this media we can target our target cities, neighbourhoods and movies. [...]

[...] (Press We are planning to advertise in magazines and this is our principal visual, layout: - GQ - Harper's Bazaar - Vogue Men (Homme) - Men's Style. On this visual we have important things: - Green: environment - The product on the right: behaviorism - The slogan: repeated on the other media - The brand - The internet website Here is our calendar: We have decided to buy advertising space when we are going to launch our product, in October, since December, which is Christmas Time Competitive Analysis (Name of product NIVEA EXTREME STAY (middle range market) (Parent company (if known): NIVEA BEIERSDORF or 3 key features of the product or service - A 3 in 1 product: moisturizing/ leave no trace/stay for a long time on lips (more than 10 hours) - A low price (around - Many colors (Estimated age and gender of the target audience Young women from 15 to 25 years old who need to buy a cheap product which offers a good quality. [...]