悦诗风吟中国上市计划.ppt

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1、July2011ChinaLaunchStrategyOverviewAGENDA1.GOALS&STRAGEGIES2.BRAND&PRODUCTSTRATEGY3.GO-TO-MARKETSTRATEGY&PLAN4.ORGANIZATION,TIMELINE,R&RStrategyGlobalRoadmapGoalHowtowinð§Drivelong-termLoyaltyviainnovationð§FocusPR&Endorsementtodrivecredibility&WOMð§IMC/Instoretodriveawareness&trialð§Connectcons

2、umersbetterviadigitalð§OfferuniqueShopexperience(VMD)ð§Optimizedfinancialinvestmentð§Organizationaroundthebrandtoensurehighchanceofsuccess2010201120132020•GlobalRoadmap•Kick-off•FSSinSG•LaunchinIndia(Nov)•Expansion:T1!’T2,3•FSSinHK•KRW100bil.insales2012•LaunchinChina(Mar)•FSS/DepartmentStoresStr

3、ategyOverviewByenhancingbrandcoreandcompetitiveness,InnisfreeisgoingtowardAsianNaturalBeautyNo.1BrandVision:2020AsianNaturalBeautyNo.1Wheretoplayð§ChinaMasstiageMarketSegmentð§TargetConsumer:Masstiage/EntryPrestigeskincarewomenage20-39ð§MixedDistributiontooptimizebrandpotential:Flagship(image/ex

4、perience+Dept.Store,Digital+emergingalternativechannelsð§Pricing:Masstiagerangepricingforloyalty(ImagebenchOrigins/Kielhs,pricepointsbenchHerborist)100billionKRW($90million)insalesby2020inChinaNaturalBenefitfromJEJUforwomenintheir20sand30sGo-To-MarketBrand&Productð§NaturalskincarefromJEJUIslandw

5、ithsuperiorquality/performanceð§JEJUislandheritageð§GreenProducts,Stores&lifestyleð§Eco-friendly/Organicð§BuildonPillarStarproducts&innovations(GreenTea/Volcanicetc.)NaturalChemicalCosmeticMedicalSeriousFunIntimateNaturalIngredientPonds,Lancome,Chanel,E.Lauder,Dior,Laneige,Shiseido:Imageexpansio

6、nwithfactorBrandPropositionMapping:Nature/FunPositioningPositioningbyConceptNaturebenefitsthatperformssuperiorFreeSystem/APR&DTCMeàmûROlay,Loreal,AupresPerceivedHighEfficacyPerceivedLowEfficacySeriousFun/IntimateBrandPropositionMapping:NaturalSkinCarefromJejuthatperformsPositioningbyNatureConcep

7、tsNaturalbutwithsomemedicalimageEco-Science(2starforStarProductStrategy:BuildSolid&SuperiorStarPillarsHEROPRODUCTPILLAWhitening(requiredforsummerpush)GreenTea(brandcoreline)ndadvancedneeds,byNov.2012)JejuVolcanic(2ndstarforr