WARNING!

100Slides

Market↓

Product↓

Strategy

MARKET

Metrosexualhasbecomeatrendnowadays.

MenhavetheirownspecificMagazinewhichintroduceclothing,grooming,hairstyle.

200billions

3~5%GrowthperYear

Theonlythingyoucan notdoisignoringit

Opportunities inTaiwan•Technology•Envirnoment•Geography

SocialMediaisthemainchannelofinformation.

Technology

Wecangetgroominginformationeasily.

Enviroment

Geogrophy

TaiwanisthecenterofAsia

ButhowtodevelopefromLocal totheGlobal?

•StateofEtiquette•GreatWorkingPressure•LongWorkinghours

Asia

NorthAmerica

WesternEurope

EasternEurope

MiddleEast

9%

62%

26%

2%

1%

GlobalMen’sSkinCareSales

60% ofMen stillclaimtheyhaveProblemswhentheybuyCounterskincareproducts

WhyIhavetouseit

Theydon’tknowtheirskin’scondition

It’s confusingtoshop for allofproducts

Theyevendon’tknowhowtouseit

ACTIVEINDEPENDERS

POLISHEDPROFESSIONAL

CURIOUSLAGGARDS

AFFLUENTADOPTERS

CONTENTLAGGARDS

TRENDYINNOVATORS

Segmentation

GroupsSize

Spend

OldPeople

AFFLUENTADOPTERS

TRENDYINNOVATORS

24 <Male <40

HighaverageincomeHighwillingnesstotryFollowingthelatesttrendOnline&Socialmedia

TargetGroups

PRODUCT

SimpleandTotalSolution

Top

On-lineShopping

ExplosiveofMen’sOn-lineShopping

Men'sFeeling&Behavior

PharmaceuticalStore

ConvenientOne-StandtoBuy

DepartmentStore

SlowedDowngrowthrate…

Men‘s Attitude

NIVEANeutrogena

GASTBY

Men’sBiore

UNO

CompetitorsMassMarket

TOP2SALESBRANDSINMASSMARKET

NIEVA

Neutrogena

ConvenienceProducts EducateŖ Kiehl’s

MARKETINGMISSION

SUB-BRANDTOMASTERBRAND

Women

vehicle

Socialmedia

Sports

OurTargetusedtoobtaininginformationonSocialMedia

SocialMedia

Spreadyourjoy

STEP1:selectonefriendwhoyouwanttosendawish

SEARCH

THISSPECIALDAY,ISHAREMYJOYWITHU

MERRYXMAS!BESTWISHTOYOU

WORDSANDMUSICISONLYFORU,MYLOVE

BACK SENDYOURWORDS

STEP2:usewordstoexpressyourwish

Step3:clickK&Stocreateyourownblessingrhythm

K S

ClickK&S

IJustwanttosaythatinthisspecialday,Iwanttosharemyjoyfulnesswithu,mybestfriend.MerryX’masTwishu …

SENTWISHTOYOURFRIEND

Step4

GoKielh’sandexchangethecardintoagift

ForKiehl'sBrandAwarenessRaising

womenSocialmedia sports

Women

Howdoweaffectmenbywomen

FacetoFace

ThroughWomen toEducateMen

FaceyourFace

AfterusingKiehl’s…

ProudofyourFace

MenhaveaPositiveimpressionToKiehl’s

Somemenasstubbornasamule

Strategic Alliance

WomenSocialmedia Sports

Sports

WechooseSports asourpartner

NewBalanceforMen’sSkin

Whatkindofeffect canbebroughttoKiehl’s