Marketing Plan Biotherm
Marketing Management
Final project Marketing Plan
“Biotherm Shower Kids”
Student: Susanne Fischer Lecturer: Edgar Barroso
17/07/2012
1
1. Executive Summary
Biotherm, one of the luxury brands of L´Oréal, is going to launch a new product in the child care segment, the shower gel “Biotherm Shower Kids”, developed especially for the sensible skin of babies and kids. Its first launch will be in Germany, as its market for luxury cosmetic products is highly attractive. According to McKinsey German consumers spent more in luxury purchases than other European consumers (over €1,300 per capita in 2011). (McKinsey, 2011) The following marketing plan gives an overall business analysis of L´Oréal and its successful brand Biotherm, the objectives concerning the new product for the next 3 years, defines the chosen target group and outlines the marketing strategies as well as the financial forecasts and the implementation plan.
2. Business Analysis
Company Description (L´Oréal)
L´Oréal Group is the largest beauty and cosmetic company in the world. Its portfolio covers 27 different brands and in 2011 L´Oréal owned more than 600 registered patents. The company´s product range covers a wide range of make-up, perfume, hair and skin care products. Currently L´Oréal, headquartered in Clichy, France, operates in over 130 countries and employs 68,900 people. The company recorded revenues of €20.3 billion in 2011 which is a growth of 5.1% compared to 2010. L´Oréal is divided into 5 different divisions which are consumer products (e.g. L´Oréal Paris, Garnier), professional products (e.g. Kérastase, Redken), luxury products (e.g. Lancome, Biotherm) and the Body Shop. Each division is an expert in its field which enables the group to meet the expectations and needs of its different consumer segments. L´Oréal considers the consumers purchasing patterns, lifestyles and purchasing power into their strategy and tries to adapt to local distribution conditions all over the
Final project Marketing Plan
“Biotherm Shower Kids”
Student: Susanne Fischer Lecturer: Edgar Barroso
17/07/2012
1
1. Executive Summary
Biotherm, one of the luxury brands of L´Oréal, is going to launch a new product in the child care segment, the shower gel “Biotherm Shower Kids”, developed especially for the sensible skin of babies and kids. Its first launch will be in Germany, as its market for luxury cosmetic products is highly attractive. According to McKinsey German consumers spent more in luxury purchases than other European consumers (over €1,300 per capita in 2011). (McKinsey, 2011) The following marketing plan gives an overall business analysis of L´Oréal and its successful brand Biotherm, the objectives concerning the new product for the next 3 years, defines the chosen target group and outlines the marketing strategies as well as the financial forecasts and the implementation plan.
2. Business Analysis
Company Description (L´Oréal)
L´Oréal Group is the largest beauty and cosmetic company in the world. Its portfolio covers 27 different brands and in 2011 L´Oréal owned more than 600 registered patents. The company´s product range covers a wide range of make-up, perfume, hair and skin care products. Currently L´Oréal, headquartered in Clichy, France, operates in over 130 countries and employs 68,900 people. The company recorded revenues of €20.3 billion in 2011 which is a growth of 5.1% compared to 2010. L´Oréal is divided into 5 different divisions which are consumer products (e.g. L´Oréal Paris, Garnier), professional products (e.g. Kérastase, Redken), luxury products (e.g. Lancome, Biotherm) and the Body Shop. Each division is an expert in its field which enables the group to meet the expectations and needs of its different consumer segments. L´Oréal considers the consumers purchasing patterns, lifestyles and purchasing power into their strategy and tries to adapt to local distribution conditions all over the
Bibliography: Destatis, 2012 Geburten in Deutschland available from: https://www.destatis.de/DE/Publikationen/Thematisch/Bevoelkerung/Bevoelkerungsbewegung/Bro schuereGeburtenDeutschland0120007129004.pdf?__blob=publicationFile (Accessed 7.July 2012) Euromonitor, A 2012 Beauty and Personal Care in Germany available from: http://www.euromonitor.com/beauty-and-personal-care-in-germany/report (accessed 9 July 2012) Euromonitor, B 2012 Baby and Child-Specific Products in Germany available from: http://www.euromonitor.com/baby-and-child-specific-products-in-germany/report ( accessed 7.July 2012) L´Oréal, 2011 Annual Report available from: http://www.loreal.com/_en/_ww/html/company/pdf/LOREAL_RA2011_HD_27032012_EN.pdf (accessed 8 July 2012) L´Oréal, 2012 Homepage: www.loreal.com McKinsey, 2011 European Luxury Survey available from: http://www.mckinsey.de/downloads/presse/2012/european_luxury_survey_2012.pdf (accessed 8.July) Oxbridge Writers L´Oréal Biotherm- a case study available from: http://www.oxbridgewriters.com/essays/marketing/loreal-biotherm-case-study.php (accessed 8 July) Statista, 2012 available from: http://de.statista.com/statistik/faktenbuch/355/a/laender/deutschland/wirtschaft-in-deutschland/ (accessed 08.July) 20