The Clinique CC cream in France , in India & Ivory Coast
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Transcript of The Clinique CC cream in France , in India & Ivory Coast
Group Work Project
The CC Cream in France, in India & in Ivory Coast
Mariama DIALLO - Nacima KENZ - Julia MAJERUS
Plan
1. Clinique’s History
2. Main competitors
3. Customer’s target
4. External Analysis
5. Main Clinique’s market : French Market
6. Clinique’s in 2 new markets : Ivory Coast & India
7. International Strategy
Clinique Presentation
In 1968, the brand “Clinique”, was born from the meeting of the famous New York
Dermatologist and the editor of "Vogue" US, Carole Philips.
Goal : Caring rather than only hide skin problems
Types : Division of holding company
• Product : Skin care cosmectis
• Company creation : 1968
• Headquarters : New York
• Parents : Estée Lauder Companies ( 10,8 billion $ )
OUR CUSTOMER TARGET
1st
Young women
2nd
Older woman
Potential target : Teenagers
• Age: 20 to 39 years old
• SPC* Fresh out of school or gotten their 1st job
Want affordable skin care product for great skin
Age : + 40 years old
SPC : Strong Professional carrier
Loyal user to Clinique Brand
Age : 12 to 25 years old
SPC : Students
Young woman with skin problems
ex: Acne
External environment analysis
FRANCE
POLITIC : Politic environment stable
ECONOMIC : - 5th world largest economy
- Growth : +1,5% in 2015
- 2nd largest economy in Europe
SOCIAL : 66 million of inhabitants (+0,54%)
65% between 14 – 65 years
TECHNOLOGIC : Excellent scientific and technologic environment
World’s 4th industrial power
ENVIRONMENTAL : Ecology + Green energy
LEGAL : High : Employment laws, labor code, taxations…
External environment analysis
INDIA
POLITIC : Federal parliamentary
republic
ECONOMIC :
GDP: Total: $2.183 trillion
Per capita: $1,688
Growth: 7,3%
SOCIAL :
1.2 billion people
70% between 15 and 65 yo
Increase in the employment of older workers
TECHNOLOGIC : Great technological advancements
Strong IT sector
ENVIRONMENTAL : Recycling, Noise controls, regulations on
waste control and disposal.
LEGAL : Minimum wage increase and disability
discrimination
External environment analysis
IVORY COST
POLITIC : Strength democratic institutions
ECONOMIC : notable economic transition
Economic Freedom Score = 60 (+1,5 in 2016)
SOCIAL : the incidence of poverty has declined: 51% in
2011 to 46% in 2015
TECHNOLOGIC : Investment in industrialization in private sector
ENVIRONMENTAL : New challenges green economy
LEGAL : Weak
Focus on the French Market
Cosmetics : Powerful market in France
1rst exporter of cosmetics in the world
Leader in the world : 25% market share
4th French economy sector: 800 companies and 70 000 jobs.
Turnover : 25 billion €.
Prestige and huge progress on the luxury and cosmetics segment.
No delocalization: the research, design, marketing and distribution are made in French territory
An industry that stimulates innovation
Perfumes and cosmetics: the best ambassadors of our country.
The main distribution channels :
Selective distribution (perfumeries),
The network of pharmacies and parapharmacies,
Mass distribution,
Hair salons or direct sales (at home, internet and correspondence).
Clinique on the French Market
Established for 40 years on the French territory
First prestige cosmetic brand created by dermatologists and located in France
Clinique a specialist Brand Dermatological image that provide medical guarantee and a powerful R&D
Market Segment : Face care, Body Care, Make up, Perfumes (for Women and Men)
Presence in 960 physical outlets in France :- In specialized stores- Clinique Stores and brand’s website,- Other e-shop specialized in cosmetics
Up market products
Zoom on our product : CC Cream by Clinique
• PRODUCT
CC CREAM : Color Control cream »
Control the color of the skin
Adaptation to different types of skin
Correction of all irregularites
Moisturinzing
Sun protection
Prevention against the first signs of age.
Packaging : 40ml. Medium format.
Easy to use and to hold. Design : Sober, class, colored, and resistant
• Price:
33€ for 40ml : High prices ranges
The quality of the product and the prestige of the brand as justification
The targets are not price sensitive
CC Cream Séphora 40ml : 16€
CC Cream L’Oréal Paris 40ml : 18€
Multifonctionnal product
• Place:
▶ One of the main brand’s flagship : referenced in all physical outlets in France (960) :
• Specialized cosmetics shop (Sephora Marionnaud etc.)
• Pharmacy and parapharmacy (product for the dermatological virtues)
• Direct sales (Clinique stores, Internet)
• Promotion :
No muse, but unique advertising campaigns where only the product is important
"Subject to allergy tests. 100?% Fragrance free
Communication tool for the CC Cream by Clinique:
Bloggers and testers reviews
Tutorials (videos) available on the clinical site and on the Youtube page of the brand
( + consumer’s tutorials on internet)
Regular update on social networks : Facebook, Instagram, Twitter ...
High quality CRM: direct interactions with consumers
An expert give you back your own skin diagnostic and deliver you some care advices
(free service online for all)
African Market’s Opportunities:
African continent is the new “Eldorado for beauty, Cosmetics and personal care player
High potential of consumer in Ivory Coast
L'Oreal research describes African women spend 7 times more than Caucasian women
Industry size
6.935 million € in 2012
Market capitalisation
The total African beauty and
cosmetic size currently
stands at 10.526 million €
excepted in 2017.
Output per year
Industry sources estimate
a rapid growth rate of 10%
per year
Percentage of world
market
Africa has a potential of 1
billion extra consumers
Clinique Strategy : Focused on the Black beauty consumers
1. Driven by Cultural Traditions, Afro American and Nollywood
Black women are influenced by American image of Afro American Women stars, actresses
2. Ivory Coast’s Mass Retail Market Presents Tons of Potential
Clinique must be present in prestigious cosmetics store and open his own store to be able to
propose personalized skin care advices
3. Beauty Education in Ivory Coast is Increasing
Make up Tutorial on Youtube with advices to chose a particular brand
Judge the quality of the product by results
IVORY COAST – Marketing Mix
PRODUCT PRICE
Packaging neutral adapt to all markets
Localized Products Are Attractive to African Consumers :
•Propose the CC Cream with dark shades tones
•Skin care product (results excepted)
•with higher solar protection
• Make up with huge choice of color compatible with dark
shade tongue.
Customer not sensitive for the price
Price must be in phase with national currency
Importance on quality & results
PLACE PROMOTION
Limited access to the product Only one distributor actually
Based on the brand reputation
Communication picture with black women
Choose stars & Social Network influencers to
promote the product
Choose a Black Egery to represent the Brand
in Ivory Coast
Strategy to Expand in Ivory Coast:Entry mode A Wholly owned subsidiary
Apply for a wholly owned subsidiaries in Ivory Coast is valuable :
There is a real growth potential in Ivory Coast
More dark shade for the CC cream
Add in componment of CC Cream :
- Propose Solar Skin Protection + high
- Product to reduce black skin stain
India Market’s Opportunities:
Size of the Industry Market capitalization
The size of Indian Cosmetics Industry globally is
$ 274 bilion, while that of the Indian cosmetic
industry is $ 4,6 bilion.
According to analysis and figures given by the
Confederation of Indian Industries (CII), the
total indian beauty and cosmetic size currently
stands at US $ 950 million and showing growth
between 15-20 % per year
Output per annum Percentage world market
Industry sources estimate a rapid growth rate of
20% per annum
The overall beauty and wellness market that
includes beauty services stands at about US US$
2,680 million, according to CII estimates
Growing economy that plans to see annual income triple by 2020,
The cosmetics market of India is full of opportunities and is a potential gold mine for
many beauty and personal care companies.
Experts tend to agree that the Indian market is bound to explode in a very good
way, at five facts you didn't know about
Indian Market’s Opportunities:
Growing economy that plans to see annual income triple by 2020,
The cosmetics market of India is full of opportunities and is a potential gold mine for many beauty and personal care companies.
Experts tend to agree that the Indian market is bound to explode in a very good way, at five facts you didn't know about
Industry size
Indian Cosmetics Industry
globally is $ 274 bilion, while that
of the Indian cosmetic industry is
$ 4,6 bilion.
Market capitalisation
Indian beauty and cosmetic
size currently stands at US $
950 million and showing
growth between 15-20 %
per year
Output per year
Industry sources estimate
a rapid growth rate of
20% per annum
Percentage of world
market
2,680 million $,
according to CII
estimatation
Clinique Strategy : Focused on the Indian beauty consumers
1. Driven by Cultural Traditions and Bollywood
Combination of cultural traditions and Bollywood’s influence make the market in India both exciting and unique
2. India’s Mass Retail Market Presents Tons of Potential
Large consumer base has a growing disposable income and places importance on personal care. Expanding out of urban areas will be a strategic maneuver using mass market brands and lower price points
3. Localized Products Are Attractive to Indian Consumers
Fulfill the needs and meet the tastes of Indian consumers, creation of products that satisfy local flavors allows direct entry into new markets here
4. Indian Cosmetic Markets Still Haven’t Been Tapped
Research shows that only half of Indian households are buying shampoo and just under a quarter are buying skin care products
5. Beauty Education in India is Increasing
Indian consumers are becoming more and more knowledgeable about beauty and personal care
Each year, more and more classes are offered at academies in India to meet the education demands of this growing field
INDIA – Marketing mix: Clinique will be the first company to launch Clinique CC cream in India
PRODUCT PRICE
Benefits: Cream Moisturizes, Multitasks, SPF (sun protection)
Skin Types: Works for all skin types. Each versatile shade is
appropriate for a range of skin tones and undertones.
More mosturizing because Indian skin are dryer
Product more covering to hide better the imperfection of the skin
Price positionning: Customer not sensitive to the price
Clinique has chosen to address the high-end market
and differentiate itself from the competition by the quality
of its CC cream products.
PLACE PROMOTION
Clinique Experience counters in India’s main cities
3 stores, exclusif outlets, across various cities such as Mumbai,
Chennai and Chandigar
Market
Dynamic sales: Interaction between the client and the
Clinique Consultant (in Clinique stores)
Technical team: Clinique offer customized high-touch
skin solutions through personalized service to our valued
consumers in India
Brand promotion: Using YouTube tutorial to show how
the products works on Indian women with they shades of
skin
Strategy to Expand in India:Entry mode A Wholly owned subsidiary
Apply for a wholly owned subsidiaries in India is valuable :
There is a real growth potential in India
The investment is costly but to enter in the cosmetic market and being competitive
the company should come by itself,
We will use a variety of forms such as brand, trademark, patented technology and
other investment to introduce our product in this new market