brandstorm L oreal

L’Oréal Brandstorm: Brand development plan

On behalf of the University of Amsterdam

Name K. janssen
Name C.Kock
Name F. Boer
Course Branding

Date 20 maart 2015
Word count x

Outline

Case study 1
1. Introduction, Lancôme in to the travel retail industry..............................................3
2. Lancôme.....................................………………………………….…….……........4
2.1. Lancôme’s target group.................... …….....…….….....................................4
2.2. Lancôme performance.......................................................................................4
3. Define the travel retail market..................................................................................5
3.1. Airport trends and developments......................................................................5
3.2. What makes the travel retail market unique.....................................................6
4. Consumer analysis of travel retail customers...........................................................7
4.1. Characteristics of the global shopper................................................................7
4.2. The needs of the global shopper.......................................................................8
4.3. The motivation to purchase at the airport.........................................................8
5. Competitor analysis of Lancôme..............................................................................8
6. SWOT, travel retail for Lancôme………………………………………...………10

Case Study 2
7. Brand development plan: Lancôme | travel............................................................12
7.1. Introducing the plan........................................................................................12
7.2. The Lancôme | travel Experience....................................................................12
7.3. Price indication……………………………………………………………...13
7.4. The brand

References: Aaker, D.A. (2004). Leveraging the Corporate Brand. California Management Review, 46, 1-18. Aaker, D.A., and Joachimsthaler, E. (2000). The Brand Relationship Spectrum- The Key to the Brand Architecture Challenge. California Management Review, 42, 8-23. L’Oreal resource pack (2015), Branstorm. Porter (2008), The Five competitive forces that shape strategy, Harvard Business Review, 79, p78 Pruppers, R. (2015). Lecture 1:Brand Equity & Brandstorm Pruppers, R Pruppers, R. (2015). Lecture 3:Primary brand Elements & Secondary Brand Associations Pruppers, R Pruppers, R. (2015). Lecture 5:Brand Extensions & Brand Alliances Pruppers, R Pruppers, R., and Labadie, J. (2015). Brand Analysis Lâncome. World Tourism Organization UNTWO : http://www2.unwto.org/