Dzień z życia Brand Managera na. Expert

Transcription

1 Dzień z życia Brand Managera na przykładzie firmy L Oreal i marki Men Expert Maciej Śledziński L Oreal Men Expert

2 UNIWERSYTET EKONOMICZNY W POZNANIU

3 WHO WE ARE KEY FACTS & FIGURES

4 WHO WE ARE AN EVER-GROWING PORTFOLIO OF BRANDS

5 PRODUCT MANAGER MEN EXPERT JUNIOR PRODUCT MANAGER HAIRCOLOR FIELD EXPERIENCE SALES REPRESENTATIVE EUROPPORTUNITY PROGRAM MARKETING TRAINEE HAIRCARE TALENT DEVELOPEMENT PROGRAM MARKETING TRAINEE SKINCARE

6 DIGITAL MANAGER PR MANAGER MARKETING DEP. HAIRCARE & HAIRCOLORATION MAKE-UP SKINCARE

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9 in mio Source: Nielsen, MA 2012 FACE CARE HAIR CARE MAKE-UP DEODORANTS TOOTHPASTES BODY CARE MEN SHAVING & AFTERSHAVE HAIR COLORANTS SHOWER GELS SOAPS HAIR STYLING FEMALE FRAGRANCES INTIMATE HYGIENE BATH FOAMS SUN CARE LIP CARE DEPILATORS MASS MARKET SIZE evolution (value) Evolution 2012/ 2011: + 5,3% Market size (All Categories) : 8,1 bio PLN NO. 1 CATEGORY IN VALUE +5,3% +6,0% +7,0% +3,3% MEN FACE CARE: +10,8%! ,2% +7,0% Evol : 2012/ ,2% ,8% +12,2% ,9% -0,2% ,8% +10,2% +4,3% +8,0% +20,5% +6,3%

10 SOAPS HAIR CARE TOOTHPASTES FACE CARE DEODORANTS BODY CARE MAKE-UP SHOWER GELS HAIR STYLING HAIR COLORANTS MEN SHAVING & AFTERSHAVE INTIMATE HYGIENE BATH FOAMS FEMALE FRAGRANCES LIP CARE SUN CARE DEPILATORS in mio MASS MARKET SIZE evolution (units) Evolution 2012/2011: +2,7% Market size (All Categories) : 940 mio units 175-2,4% 150 MEN FACE CARE: +18%! ,3% ,2% +7,2% +3,7% +5,8% +7,0% +7,3% Evol : 2012/ ,7% +1,1% -1,2% ,0% -2,3% -1,5% +15,7% +0,0% +5,4% Source: Nielsen, MA 2012

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12 WORDLWIDE

13 WORDLWIDE

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15 MEN MARKET MLN PLN % % -1% % +14% 15

16 LONG TERM DEVELOPMENT MEN MARKET VALUE (286 M PLN in 2011) POLAND +10,5% -4,2% -2% 16

17 LONG TERM DEVELOPMENT MEN MARKET ITEMS (29 M UNITS in 2011) POLAND 17

18 NEW PLAYERS 6 BRANDS IN 2011 I. ZIAYA YEGO (6 SKU) II. SORAYA MEN (14 SKU) III. Dermika Men s Space (11 SKU) IV. Tolpa Men (7 SKU) V. Bielenda Men (5 SKU) VI. STR8 Balms (2 SKU) 18

19 TOTAL POLAND MA

20 TOTAL POLAND MA

21 MEN FACE CARE DISTRIBUTION MA 2012 (VALUE) TRADE STRUCTURE TOTAL MEN MEN EXPERT N No of POS Channel weight Evol [%] VAL SOM DV V SO Total Poland % 31, Hypermarkets ,3-4% 38, Supermarkets ,2 8% 34, Chemical Chains ,7 29% 30, Discounters ,0 0% 0,0-0 Traditional Trade ,8 28% 19, Chemist Independent ,0 32% 21, Mixed Stores ,2-22% 0, Food Stores ,0-11% 0, Multipurpose ,5 9% 5, Kiosks ,0 0% 0,

22 MARKET LEADER IN MEN FACE CARE Nr 1 Źródło: AC Nielsen, udział wartościowy męskiej pielęgnacji twarzy za I-VIII 2011

23 PUR & MAT HYDRA ENERGETIC X-TREME HYDRA ENERGETIC HYDRA SENSITIVE VITA LIFT VITA LIFT 5 FACE CARE AFTER SHAVE BALMS, GELS, SPLASHES SHAVING GELS, FOAMS

24 MEN EXPERT PORTFOLIO PRODUCTS CLEANSERS (7 SKU) FACE CARE (18 SKU) AFTER-SAVE (9 SKU) SHAVING (4 SKU)

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29 BOLD, MASCULINE, VISIBLE

30 THE AMBASSADORS PATRICK DEMPSEY HUGH LAURIE GERARD BUTLER

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34 TVC Hydra Energetic X-Treme

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36 WHAT GIRLS THINK YOU ARE WHAT YOUR FRIENDS THINK YOU ARE WHAT SOCIETY THINKS YOU ARE WHAT YOUR MOM THINKS YOU ARE

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38 CONSUMER FACTS 72 28

39 HYDRA ENERGETIC X-TREME MAGNETYCZNY WĘGIEL ŻEL NAWILŻAJĄCY TURBO BOOSTER ŻEL NAWILŻAJĄCY DO 3-DNIOWEGO ZAROSTU

40 TVC Hydra Energetic

41 HYDRA ENERGETIC ŻEL MYJĄCY EFEKT KOSTKI LODU ROLL-ON POD OCZY KREM PRZECIW OZANKOM ZMĘCZENIA KREM PRZECIW WYSUSZANIU SKÓRY KREM PRZECIW BŁYSZCZENIU SKÓRY

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44 TVC Vitalift 5

45 VITALIFT 5 KREM PRZECIW STARZENIU ROLL-ON POD OCZY

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47 TVC SPLASHES

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49 CHALLENGES 1 = % OF MEN FACE CARE IS BOUGHT BY WOMEN 9 / 10 MEN DON T USE MEN FACE CARE

50 CHALLENGE IS EVEN BIGGER

51 BEING A BRAND MANAGER

52 PRODUCT MANAGER IS A HUB?

53 PRODUCT MANAGER MAN ON A MISSION To contribute to the growth of a brand on his / her market, by driving new product launches and pushing growth on pillar products through the implementation of promotional and advertising Excellence for a specific product(s)

54 KEY RESPONSIBILITIES OF A PRODUCT MANAGER ANALYSE MARKET AND CONSUMER DATA AND RECOMMEND PROPOSE AND IMPLEMENT BRAND PLAN INTERACT EFFICIENTLY WITH OTHER DEPART. PRODUCT MANAGER MANAGE BUDGETS EXECUTE LOCAL ADAPTATION OF ADVERT. RECOMMEND MEDIA SPENDINGS IMPLEMENT NEW PRODUCT LAUNCHES

55 THE MOST IMPORTANT TASKS CONSUMER ANALYSIS BRAND PLAN CREATION COMPETITION ANALYSIS CREATING COMMUNICATION PACKAGING ADAPTATION BRAND PLAN IMPLEMENTATION MEDIA PLANNING MEDIA ADAPTATION CAMPAIGN CREATION TEAM MOTIVATION

56 PRODUCT MANAGEMENT IS A TEAMWORK! MARKET & CONSUMER DATA BRAND PLAN IMPLEMENTATION ADVERTISING ADAPTATION MEDIA BUYING PREPARE NEW LAUNCHES In-House Research Business Developement PR & DIGITAL McCann Agency Media House Creative agencies

57 PLENTY OF TOOLS AVAILABLE

58 PRODUCT MANAGER IS THE ONE TO PRESS IT

59 CAMPAING CRAFTING PLAN 1. LAUNCHES, VOLUME-CAMPAIGN, IMAGE-STRENGTHENING 2. SET THE BUDGET FOR YOUR ACTIVITIES RECOMMEND & SELL IT! CHOOSE CONTEXT SET OBJECTIVES SET MECHANISM CHOOSE TOOLS CHECK FEASIBILITY 1. CONSISTENT WITH THE BRAND SITUATION 2. PERIOD IN TIME AND COMPETITVE ENVIRONMENT 1. QUANTITVE: HOW MUCH? 2. QUALITATIVE: WHAT FOR? 1. PROMOTIONAL MECHANISM 2. BIG IDEA, THEME 1. WHAT TO DO IN POINT OF SALE? 2. GIFTS? 1. BUDGET CONSTRAINTS 2. PRODUCTION TIME AND RETROPLANNING FOLLOW-UP 1. SELL-IN, FEEDBACK FROM SALES 2. SELL-OUT, PICTURES FROM THE STORES, ETC.

60 360* CAMPAING MEDIA TV, PRESS, OUTDOOR RADIO, INTERNET, PR ADVERTORIALS, PRODUCT PLACEMENT, BACKSTAGE FOTOS, ENDORSEMENTS, INTERVIEWS, REVIEWS OTHERS EVENTS, SAMPLING, AMBIENT, SPONSORSHIP, ETC. PROMO WHERE? MECHANISM COUPONS, DISCOUNT, BUY ONE GET ONE FREE POINT OF SALE POSTERS, FLYERS, HANGERS, SHELFSTOPPERS, FLOOR STICKERS, TOTEMS, DISPLAYS, GONDOLAS, ANIMATIONS

61 DAY RYTHM

62 9:20 CHECK IN 9:40 S 11:00 FORECAST MEETING 12:30 LUNCH BREAK CHECK CURRENT SELL-IN CHECK LAUNCH TRACKER ACCEPT LAYOUT OF THE POSTER REBRIEF FOR MEDIAPLAN COMMENT ON PACKAGING TRANSALATION ACCEPT THE PROMO MODULE FOR ROSSMANN LEAFLET SOLVE EMERGENCY WITH POS MATERIALS PRODUCTION DELAYES CHECK COMPETITIVE REPORT REVISE PAST MONTHS: ACTUAL SALES VS. FORECAST ESTIMATE NEW QUANTITIES FOR LAUNCHES REVISE YEARLY PLAN

63 13:00 S CHECK POS MATERIALS DELIVERY STATUS REBRIEF KEY VISUEL FOR THE UPCOMING CAMPAIGN ACCEPT FACEBOOK POSTS FOR THE FANPAGE CHECK NEW TVC SPOT SENT BY THE AGENCY AND PROPOSE TRANSLATION 14:00 WEEKLY MARKETING MEETING 15:30 BRIEFING PRESENT NEW LAUNCH ANALYSIS TO THE GENERAL MANAGER OF THE DIVISION PRESENT YOUR MEDIA SPLIT FOR THE UPCOMING CAMPAIGN DEFEND YOUR POINT:) PREPARE A BRIEF FOR NEW CAMPAIGN AND SEND IT TO THE AGENCY

64 16:30 TVC VOICE RECORDING [OUT OF OFFICE] 18:00 DONE ;-) PREPARE RIGHT TRANSLATION FOR THE TVC SUPERVISE RECORDING OF COUPLE OF VERSION

65 SUM UP

66 WHAT MAKES A GOOD PRODUCT MANAGER?

67 WHAT MAKES A GOOD PRODUCT MANAGER? BRAND ENGAGEMENT GOOD DECISION MAKING MOTIVATION SKILLFUL MULTI-TASKING BEING A DREAMER

68 WHAT IS COOL ABOUT BEING A PRODUCT MANAGER IN L OREAL?

69 WHAT IS COOL ABOUT BEING A PRODUCT MANAGER IN L OREAL? THE TEAM GREAT BRANDS, GREAT PRODUCTS HIGH QUALITY COMMUNICATION NEW LAUNCHES, NEW CAMPAIGNS STRATEGIC ROLE OF MARKETING FLEXIBILITY FUN!

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72 L ORÉAL POLSKA TALENT DEVELOPMENT PROGRAM For master studies students and young graduates Ambitious, passionate, willing to challenge themselves and learn from the best professionals Different departments: marketing, sales, category management, controlling, HR An independent and ambitious project Work in dynamic, friendly teams 6-months, full time, paid program Employment contract, benefits Possibility to continue your career at a managerial position 80% of our junior managers were Talent Development Program interns!

73 Dzień z życia Brand Managera na przykładzie firmy L Oreal i marki Men Expert Maciej Śledziński L Oreal Men Expert