brandstorm L oreal

Topics: Brand, Branding, Brand management Pages: 40 (8796 words) Published: April 20, 2015
L’Oréal Brandstorm: Brand development plan

On behalf of the University of Amsterdam

Name                 K. janssen
NameC.Kock
NameF. Boer
Course        Branding

Date                  20 maart 2015
Word countx

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 introduction strategy......................................................................14 7.5. Future possibilities..........................................................................................15 8. Positioning.............................................................................................................16 8.1. Positioning Lancôme | travel in the market…………………………………16 8.2. Target audience and the typical Lancôme | travel user……………………...18 8.3. Brand elements………………………………………………………………18 8.4. Communication initiatives………………………………………….……….19 9. Conclusion and sales pitch for the Lancôme | travel experience ..........................21 10. Reference-list.........................................................................................................22 11. Appendices.............................................................................................................23 11.1. Figures of the travel retail market...................................................................23 11.2. The Lancôme | travel etui…………………………………………………...24 11.3. Impression of the Lancôme | travel experience……………………………...25 11.4. The survey…………………………………………………………………...26 11.5. Lancôme’s associative network / word cloud………………………………...35 11.6. Porter’s five forces ………………………………………………………………………..36

1. Introduction, Lancôme in the travel retail industry
The travel industry is a vibrant dynamic industry, which connects all nationalities around the world. In the travel industry it doesn’t matter which language you speak, which traditions and cultural habits are appropriate or whether it is AM or PM.  This industry seems to have its own culture, rules, traditions and inhabitants.  L’Oreal calls the Travel retail market “the 6the continent” in the world. A borderless continent with it’s own economy (duty free shops which are 24hours open), its own capitals: top airports (e.g. Dubai, London Heathrow, Hong Kong, Paris Roissy) and its own...

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/
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