Khiels

Industry Analysis

CONTEXT

- PESTEL analysis
- Market Segmentation (3+1 Segments)
- Trend + Forecast on Premium SK/ SK total
- Lifecycle for each segment
- Key Success Factors of Industry  how does Kiehl’s perform within the KSF of industry (My Reserach document + Euromonitor) + trend for future (price better because of adjustment to US pricelevel, location better because of e-commerce, etc.)

COMPETITORS
- total sales DK, Q3/4 11, Q1 12 trend of Kiehl’s and top 10 competitors e.g.
- sales of Kiehl’s + comp. In Magasin (showing shop-in-shop data)
- % of sales in shop-in-shop (KBH + Aarhus and separate) against total sales for Kiehl’s
- competitor positioning regarding 3+1 segments named above
- threat of new new competitors? (L’Occitane?)

COLLABORATORS
- who are the collaborators besides Magasin (shop-in-shop).
- Future collaborators (regarding e-commerce etc.)
- Supplier L’oreal internal – do they set restrictions towards Kiehl’s DK (budget for samples? Any limits)
- Ask other group (Svenja Troll for input on collaborators, who is missing here?)

CONSUMERS
- male / female segment
- age groups (20-25, 25-35, 35+)?
- Ask librarian what does Danish
- geographic area, KBH, aarhus, + total DK (

Company Analysis

KIEHLS BACKGROUND
- brief History of Kiehl’s
- why L’Oreal bought Kiehls
- strategic portfolio (5 Pillars of Loreal  where Kiehls is in (Luxury Products)
- what Kiehl’s is regarding BCG-Matrix among L’Oreal brands 
 only half a page of text!!!

KIEHLS IDENTITY
- check with Maeva and written parts
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DISTRIBUTION CHANNEL
- shop (not yet established but in plan)
- shop-in-shop (excel sheet, performance magasin, + trend on new openings)
- e-commerce (big success on magasin webshop  opening of own Kiehl’s webshop)
- anything missing? What are typical distribution channels for the industry and why does Kiehl’s DK reject using it (Matas?!)?
- total SALES DK is it only presence in shop-in-shop up to