The national final of international marketing competition L’Oréal Brandstorm 2014. Kyiv, KNEU, Team time. Dmytro Chernobuk, Kyrychenko Oleksandra, Gusieva Anastasia.

1. Ukraine
KNEU
Brandstorm 2014
Gusieva Anastasia
Kyrychenko Oleksandra
Chernobuk Dmytro
Team time

2. TRENDS AND OPPORTUNITIES
Ukrainian male beauty market

3. Product4P
Natural ecologically made products
The increase in demand for male
beauty products

4. Place4P
Increase of online trading
Popularity of shopping malls

5. Promotion4P
 SMM will use more visual instruments
*GlobalWebIndex, 2013

6. Promotion4P
 SMM
*Advertology.ru

7. TARGET CONSUMER

8. He visits his usual
brand store
He has over the
average or high
income
He uses shampoo
and body cleanser
He owns
smartphone and
uses social media
He prefers the
simple grooming
routine
He puts his trust
in foreign
products
HEALTHY AND ACTIVE
LIFESTYLE

9. Men’s attitudes toward personal grooming
Interviewed = 2035 persons*
0% 50% 100%
I want to keep my grooming routine
as simple as possible
I want to look good, but not appear
as if I am trying too hard
I like products that allow me to take
shortcuts in my grooming routine
78%
59%
50%
Agree
*IPSOS , 2012

10. Kiehl’s «kills two birds
with one stone»

11. Kiehl’s «kills two birds with one stone»

12. Shampoo & Hair Conditioner
Main Ingredients
Keratin
Karite Oil

13. Benefits of Karite Oil
Karite Oil protects hair from UV radiation

14. Benefits of Keratin
Keratin has defensive and regenerative effect

15. Shampoo & Body Cleanser
Main Ingredients
Mandarin
Bergamot

16. Benefits of Mandarin & Bergamot Oil
The smells provides relaxation
and life-enhancing effect
Nervous
BALANCED
SLEEPY

17. MARKETING STRATEGY
Differentiation
Entertainment marketing
Digital & PR

19. Mr.Hero & Mr.Bones

20. Why Mr.Hero?
after buying products with
Our consumer becomes

21. 50% of net profit goes to
the construction of bike ways in Kiev
Why ?

22. Why ?
Many cyclists - Almost no bike ways in Kyiv
To improve the ecological situation
To reduce the amount of accidents and
traffic jams

23. Why ?
Survey:
«If there were the bike ways in my city…»
1,2%
3,7%
16,9%
17,2%
19,1%
41,8%
I don't care
I prefer to go by car
I used to ride a bike on usual roads
It's unreal in our country
I would ride a bike for a work
I would ride a bike everywhere!
Interviewed = 325 persons*

24. PROJECT
5 bike ways till spring 2016 (38 km)
Traffic lights for bicycles on
crossroads
Parking places for >10 bicycles

25. One of the largest and most
popular malls in Kiev
Where?
*Consulting company UTG , 2013

26. Promotion

27. SMM

28. Interactive
Wall
You

29. Digital
Share video with you
as Mr.Hero
Note your location
#Kiehl’s

30. Kiehl’s will cooperate with
Ukrainian Association of cyclists
PR

31. Entertainment
marketing