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S H I S E I D O B o d y C a r e 1993Dior Svelte The body care market A fierce competition : Levelling off in Essential Energy sales 1995Clarins Lift.

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Presentation on theme: "S H I S E I D O B o d y C a r e 1993Dior Svelte The body care market A fierce competition : Levelling off in Essential Energy sales 1995Clarins Lift."— Presentation transcript:

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2 S H I S E I D O B o d y C a r e

3 1993Dior Svelte The body care market A fierce competition : Levelling off in Essential Energy sales 1995Clarins Lift Minceur Lancôme Réflexe Minceur 1997Dior Svelte Perfect Clarins Lift Fermeté 1996Lauder Thigh Zone

4 Essential Energy A beautiful body line by activating the essential energy and powers of self-healing mechanism inherent to the human body. A complicated 3-step care Outdated packaging Change in the market

5 S h i s e i d o E u r o p e - T r a i n i n g D e p a r t m e n t T r a i n i n g O b j e c t i v e s S h i s e i d o T r e a t m e n t i n E u r o p e

6 S h i s e i d o E u r o p e T r a i n i n g O b j e c t i v e s

7 Flow Chart Training G. IOD - convey 100% information Training Manager Head of Local office Sales Staff B.Cs Retailers CUSTOMERS Training Director of R.H.Qs - convey 100% information - convey 100% information

8 Tasks / Major Responsibilities of Training Managers Managing and conducting Comprehensive Training and Follow-up Training. Managing and conducting training for new products and promotions (for BCs and retail stores). Planning and implementing activities that improve BC skills. Planning and implementing training programs for new stores and sales staff. Planning and implementing training programs for in-house staff.

9 C o m m u n i c a t i o n A c t i v i t i e s i n E u r o p e

10 Product Communications Public Relations To support the sales of Shiseido products and to strengthen a Shiseido image in European affiliates and distributors through the communication activities Mission Product Development

11 N e w g l o b a l c o u n t e r m a n u a l

12 New Global Counter Manual Clearly communicate the Shiseido brand values, while preserving the Shiseido brand tradition and meeting changing needs. Help to deepen and carry forward the relationships we build with our customers. Unify the prestige brand image and strengthen brand identity on a global level. High Quality High Image High Service

13 Basics concepts The need for more professional one-to-one counselling. The need to be able to freely test, choose and purchase products. The need to make purchases easily and rapidly. As the era changes, customer purchase behaviour changes. New Global Counter Manual

14 c Enhance visibility for Suncare in Summer + Winter d European Strategy Generic tools for Christmas 1998 and all year round.

15 3 Bio-Performance (1st semester 1999) Gentle Bio-technology with exquisite textures Promote product textures - Invite customers to discover exquisite textures (SE PR Department). - Packet sample with card SE has requested to continue after launch. 2nd orders, ETA February Final details will follow in September Pouch with samples Essence 7ml, Regular 7ml, SBN cleansing foam (next order to IMD 8/98, ETA 2/98) Assemble locally

16 Focus on Relaxation, the Oriental way, symbolized by fresh bamboo. Relaxing Fragrance Promotion - BC incentive for February : Yukata - Gift box with bamboo Provide visibility on point of sale - Window Display Guidelines for local production 3 Public Relations - Relate a story around Bamboo Samples - Brovit Shower Gel & Body Lotion (approx 2FF)

17 Provide competitive visibility for gift periods. Basala Counter display to present promotion Ekta to communicate the promotion in the press Travel set Travel bag

18 Focus on Suncare for Summer. Suncare Communicate also in Winter.

19 C l é d e P e a u B E A U T E (CPB) E u r o p e L a u n c h M a r k e t i n g P l a n s

20 M A R K E T I N G F U N D A M E N T A L S D i r e c t i o n o f C P B M a r k e t i n g

21 1 2 Enzyme activation normalization theory *Introduce SHISEIDOs latest, best skincare technology. Increase foundation tones *Add appropriate colors for the European market to the 6 colors currently available Point Strengthening Product Power

22 M a k e u p

23 Main visualTester visual 1 MK 21ST Promotion S/S 1999

24 R e l a x i n g F r a g r a n c e

25 F I F I A W A R D W I N N E R : 1 s t P r i z e f o r t h e P a c k a g i n g C a t e g o r y R e l a x i n g F r a g r a n c e

26 S H I S E I D O S u n C a r e

27 A Skincare - Conscious Suncare Line 1st launch items 1997Ultra-Light Sun Block Lotion SPF Refreshing Tanning Spray SPF4 22 items

28 Sun Block Compact SPF32 Present Situation Sales results units Ex - factory Shiseidos strength Protection 63% of total suncare in units Two Shiseido best sellers Tanning Compact SPF4

29 V o c a l i s e

30 5 Vocalise - Packaging Simple but expressive. Unique shape that differenciate form competitors.

31 i n t o t h e n e x t M i l l e n i u m

32 1 Industry Trends Cosmetic and Fragrance Growth Rate SHISEIDO European Rankings 4 Consumer Trends 5 Objectives 6 Strategies

33 Industry Trends Mega players Niche brands Globalization of the market place Retailer innovation Increasing importance of mass market


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