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发布时间:2014-07-11 13:11:34  

Applied Research

Applied Research mainly studies the physical, chemical and physico-chemical behaviour of new molecules presented to them by Advanced Research or suppliers to establish use recommendations. They also have to create safe and effective formulation prototypes, and either develop new formulations to incorporate new cosmetic properties or improve existing cosmetic properties.

Jane — Great! Let’s start with the facts: have a look at this Ishvar — Hmm... As far as I can see, men face a range of different problems.

Particularly men in the 25-44 year age group, who are the largest segment and have the most concerns. Everything to do with strengthening products is related either to hair loss or fine or damaged hair...

Jane — Look at the figures on hair loss. Men start worrying about losing their hair as young as 25: I’ve seen it myself on visits to various Asian countries.

Ishvar — I don’t know many men who are not bothered about losing their hair! On the other hand, I’ve also noticed that a lot of them seem worried about flat hair with no volume or which is difficult to style. Do you have any more information on that? Jane — Your hairstyle is not only about beauty. It affects your whole appearance, and your self-confidence. It’s not just by chance that styling products have such a strong position in the market.

Ishvar — I’ll give you that. In any case, I think the needs have been clearly identified now. Don’t you think?

Ishvar — We know that men like simple, practical products, particularly multi-function products which allow them to tackle several problems at once, quickly and effectively. The best way of getting men used to a new product is to build on the instincts they already have, and offer them more for the same amount of effort!

Jane — I’m with you in terms of the approach, but are you talking about men in general? Or one category in particular?

Ishvar — I think we need to target men aged 25 to 44, as they’re the most active. They tend to be modern city dwellers with stressful lives, whose hair is naturally exposed to pollution and other stress factors such as artificial light and confined spaces.

Jane — Well spotted! Not to mention that this is the group which has the purchasing power and willingness to use this type of product, and is used to doing so. It will be easier to persuade men who already use styling products to take care of their hair and scalp. On the other hand, users of haircare products will be more likely to use a styling product if they are confident it doesn’t present any kind of risk to their hair and scalp. Ishvar — For me, the ideal product should set some very clear ambitions: well-groomed hair in the short term, with more shine and a long-lasting hold.

Nourished hair fibres for stronger hair, more volume and long-term brilliance. And of course, a real growth stimulant based on the prototype presented by R&I: the ―Booster Complex‖!

Jane — There you go! THAT’s a real promise for our consumers. Doubly effective over the short and long term: that should be the focus of all our communications. Talking of communications...

Jane — I didn’t expect any less from you!

Ishvar — Well, given that it’s all based on the major innovation of the ―Booster

Complex‖, I’d be inclined to focus on that as a discovery and emphasise the boost to hair growth. And based on the typically masculine feel of the Men Expert products, what would you say to... ―Top Booster‖?

Jane — It’s simple, it’s direct: I like it! And it also plays on the two senses of ―top‖: the top of the head and a ―best‖ in terms of effectiveness. A top product for the top of your head! It’s obvious.

Ishvar — Aha! While we’re talking about it, I think we should be focusing on a gel-type product, but with a very light texture: men hate products which make their hair or hands sticky...

Jane — Absolutely! With ingredients that create a sensation of freshness and the cooling effect men find particularly appealing.

Ishvar — And the packaging? We need something practical and easy to use. Maybe a plastic tube with a rigid tip, so you just have to squeeze it to get the gel out. Jane — I’m sure we can come up with something better than that! We’ve got an innovative formulation and an innovative concept: we owe it to ourselves to use

innovative packaging too! But we need to keep the main basic colours we use for Men Expert, to make the product really stand out on-shelf.

Ishvar — You’re right: let me think about it. On the other hand, as far as pricing goes, I’m certain we need to position it as a premium product on both the hairstyling and treatment markets. L’Oréal Paris Men Expert products already enjoy a premium image, and this one offers consumers two benefits at once.

Jane — If there are no direct competitors on the market, we could allow ourselves to charge a slightly higher price than for a product with only one benefit. But we need to be careful to keep it accessible for our target consumer!

Ishvar — Got it! I think that’s all fine. I suggest I get back to work on refining the concept and marketing mix, and I’ll come back to you next week with a full presentation if that’s OK?

Labs Brie

Charlotte — Ok then. Once it’s applied to the hair, Ceramide R steadily penetrates the hair fibre and sinks into any damaged areas, strengthening even broken fibres. Ishvar — So will that make hair softer?

Charlotte — Yes, but not only that–the action of Ceramide R will strengthen the hair and make it softer, but also increase its shine and elasticity.

Ishvar — Excellent! Now that you mention it, I think I’ve read an article about it.

Charlotte — That’s quite possible: there was something published and elsewhere. We’ve developed a synthetic form of natural ceramide in the laboratory. I can e-mail you a link to the article if you like.

Charlotte — Ceramifix? is a styling ingredient we use for its long-lasting effect: hair is easy to style and holds its shape really well. You can move it around as much as you want without leaving any residue. So the hair stays clean.

Ishvar — How ―long-lasting‖?

Charlotte — It offers guaranteed hold for at least ten hours!

Ishvar — Ten hours? That’s incredible!

Charlotte — It’s certainly a good result. We’ve also selected active ingredients based on mint derivatives which will create a real cooling effect on the scalp. Ishvar — Excellent! Men are already familiar with mint as an ingredient, so they’ll instinctively associate it with soothing and refreshing qualities.

Charlotte — Is that what you’re looking for?

Charlotte — Ceramifix? is a styling ingredient we use for its long-lasting effect: hair is easy to style and holds its shape really well. You can move it around as much as you want without leaving any residue. So the hair stays clean.

Ishvar — How ―long-lasting‖?

Charlotte — It offers guaranteed hold for at least ten hours!

Ishvar — Ten hours? That’s incredible!

Charlotte — It’s certainly a good result. We’ve also selected active ingredients based on mint derivatives which will create a real cooling effect on the scalp. Ishvar — Excellent! Men are already familiar with mint as an ingredient, so they’ll instinctively associate it with soothing and refreshing qualities.

Charlotte — Is that what you’re looking for?

COGS

Cost Of Goods Sold - The direct costs attributable to the production of the goods sold by a company. This amount includes the cost of the materials used to create the product along with the direct labour costs used to produce it. It excludes indirect expenses such as distribution costs and sales force costs. COGS appears on the income statement and can be deducted from revenue to calculate a company's gross margin.

Finance Profit and Loss statement

A financial statement that summarizes the revenues, costs and expenses incurred during a specific period of time - usually a fiscal quarter or year. These records provide information that shows the ability of a company to generate profit by increasing revenue and reducing costs. The P&L

statement is also known as a "statement of profit and loss", an "income statement" or an "income and expense statement".

Gakere — Good to see you, Ishvar. I’m delighted to be working with you on the launch of Top Booster.

Ishvar — Me too! I’m sure we’re going to be able to do some great things together. Have you had time to read all the information I sent you?

Gakere — Yes, thank you. I’ve drawn up an initialI’d like to talk through with you. But before we get down to details, could you give me an idea of your vision of the project? What are your objectives and what is your business approach? Given the importance of the launch, I guess you have a keen sense of business and finance!

Ishvar — Well, I’ve done a detailed analysis of the main players in the market. Our aim is to achieve a market share of 5.6% (by value) on haircare in the first year, and position L'Oréal as the 4th largest group in this market in Asia.

Gakere — Ambitious and precise! How do you plan to achieve it?

Ishvar — We’ve set a unit price of

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