BRANDSTORM 2014 CASE
“How would you grow Kiehl’s men’s business? Come up with an idea for a new men’s only in- store experience and develop a product (or products) that brings incremental sales to the current geography. In addition, devise a comprehensive multi-channel strategy to recruit and retain male customers and increase our brand awareness. Focus on in-store and online engagement points including digital & social media campaigns, cross-channel communication, merchandising, PR, service approach, loyalty programs, events, etc. Traditional advertising; specifically television or print advertising may not be used as this is not part of Kiehl’s business model.”
I- THE MARKET
Analyze the current offering of male beauty products and services and best practices in the selective market.
1. Define the market
Study what’s out there for men in terms of beauty products (both in the selective market and mass) and services. What is the current market situation? What are the current trends? What fundamental characteristics define the global and local markets? What are the growth opportunities and threats? What are the characteristics of distribution channels?
2. Identify the competition
Who are the main competitors? Define their positioning and targets.
3. Understand the consumer; identify the trends
Who exactly are the male consumers who go to department stores and retail stores? Who are the male consumers who use selective market skincare products? What are their habits (frequency, preferences, rituals)? What are their expectations? Define the main trends for this type of consumer.
II- THE BRAND
Analyze the status of Kiehl’s and any other two competitor brands of your choice (select brands from the selective market distribution channel).
Based on what you have just found out, do a SWOT analysis of the Kiehl’s brand when it comes to male beauty products for this target group. Find out where the opportunities for Kiehl’s would be by analyzing: