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A. The Market Market Definition Last year (2012), the Philippines experienced a GDP growth of 7%. As a result of the growing economy, certain trends were observed among Filipinos in relation to having a higher purchasing power. For example, Filipinos are travelling more frequently for leisure. Also, more and more Filipinos can actually afford to act on their health consciousness by buying organic or healthy products, enrolling in fitness classes, and also buying beauty products. In fact, such health consciousness has become so widespread that macho is already becoming redefined. Now, it does not only refer to men who likes to work out and does a lot of sports, it also includes such men who are conscious about grooming (we will refer to these men as the active metrosexuals). Such trends can be attributed to the gradual acceptance of male vanity hence the wider acceptance of male-specific beauty products. Such trends are very noticeable among Filipinos from higher socio-economic brackets (AB), and theyll usually get the high income from their high-paying middle-management jobs or their start-up businesses. This segment is also mostly responsible for the decreasing marriage rate. Filipinos prefer to marry at a later age, or at least have a child at a later age so that they could focus on their careers and themselves, since once they have children, their focus financially would be on their childrens education. In general, although Filipinos still prefer mass brands, the purchasing power of Filipinos are rising and theyre preferring lifestyles which would let them splurge more money on themselves than having their own families (see Appendix 1 for list of other significant market trends) Competition Definition One of the direct competitors of Kiehl's is L'Occitane. Its a direct competitor because of the similarities of the products that they offer, especially the top products which they are known for (Shea butter products). Even the minimalistic look and feel of their skin care products is very similar. Also, they're both luxury products, and is attracting similar markets in the Philippines (those who have high purchasing power and is very conscious about their skin). However, L'Occitane exudes a more feminine vibe than Kiehl's, which is known as a unisex brand. Other direct competitors we've identified are products which exude an apothecary or medical vibe such as Mario Badescu, although such brands are more known for their targeted treatments (i.e.,acne solutions). Lastly, we also identified brands which offer both makeup and skincare as direct competitors, especially those focusing on their skincare line such as Shiseido since they tend to be the ones holding more market share, making them a threat to Kiehl's. (See Appendix 2 for table of direct competitors, indirect competitors, and replacement products) Customer Definition Kiehls can take advantage on the growing subculture of the modern macho man, or the active metrosexuals, as wed refer to them from now on. Kiehls market would be the active metrosexual from the age of 25 to 35 (AB socioeconomic bracket). He is popular among his peers because they see him as someone who lives the complete life. He used to have a management role in a prestigious company, but he gave it up to start his own business in the travel industry. He did this because he knows that adventure and fitness is his passion. He loves the outdoors and his skin is always exposed to the harmful rays of the sun. Since hes still a professional, he feels that he still has to be presentable despite having an active lifestyle. Therefore, hes concerned about grooming, and even fashion, without going over the top. He takes care of his skin by buying the top-of-the-line and most effective skin care products. On his own, his primary choice for such products would be popular brands which he's aware of through traditional advertisements. However, his buying decision is easily influenced by the testimonials of his friends, and especially his girlfriend who recommends products to him and also gives him clothes and grooming products as small gifts. B. The Brand Positioning of Kiehl's (vs 2 competitors) Kiehl's is positioned as a modern American apothecary (focusing more on product development rather than advertising) who can provide highly effective skin care products for both men and women. The brand's focus on its products is easily seen when customers go to the stores, where they're welcomed by salespeople who are capable of giving customers skin consultations and recommend appropriate products for their skin's needs. Their confidence on their products is also demonstrated through their 100% money back guarantee. The brand's competitive advantages are superior quality and customer service. Aesthetically, Kiehl's stores exude a vintage and adventurous vibe, which makes it attractive to both men and women. L'Occitane, on the other hand, is positioned as a skin care brand which provides scented natural products which are commonly used by women from Provence. It's easily differentiated from Kiehl's because of its French and feminine branding. While Kiehl's doesn't really sell heavily-scented products, L'Occitane is quite known for its scents which is said to make women feel the environment of Provence. L'Occitane stores also has a more calming appeal compared to Kiehl's vintage look. Lastly, Shiseido is positioned as an Asian cosmetic brand (with a focus on skin care), which has the perfect blend of oriental and western appeal. Its positioning is quite far from Kiehl's since it also sells a lot of colour cosmetics. Its stores also has a very minimalistc red and white interior, making its look quite far from Kiehl's as well. Despite all the differences, it's still a critical competitor because of its market reach, which it acquired through traditional advertising techniques. SWOT Analysis One of Kiehls strengths is its attachment to its mother brand, LOreal because the latter is the market leader in the industry. With this, it is able to receive the prestige of the LOreal. Also, the rich heritage of Kiehls as a brand exudes
5. Has brick and mortar stores 6. No celebrity endorsers 7. Unisex appeal 8. American brand
POD 1. Offers home products 2. More feminine appeal 1. Does not offer fragrances 2. Popular for acne solutions 1. Offers colour cosmetics 2. Japanese brand 3. Does a lot of traditional advertising (including celebrity endorsers)
3. French (Kiehl's is American) 4. Emphasizes scent (even in their store ambiance) 5. Never tested on animals Revenue Beauty and personal care budget (same share of wallet)
1. Also offers beauty benefits 2. Luxury 3. Unisex appeal 4. Usually requires several sessions before effects can be noticeable 5. Usually no recovery time
4. Unisex appeal POD 1. Taken in and not just applied on the skin 2. No pampering experience at all since taking pills require a very small amount of time 3. Effect is usually faster (i.e., Glutathione pills vs lotion)
1. Time of application is usually longer 2. More pampering experience since it's generally done by another person 3. Although it requires several sessions as well, effects are still more immediately noticeable
2. Involves recovery time 3. Not pampering since it's usually painful (especially during recovery) 4. Effect is very immediate
SOURCE OTHER THAN BRANDSTORM RESOURCE PACK: Consumer Lifestyles in the Philippines ( September 2013), accessed through Euromonitor International