Brand

men ❖ Evolution of the market ❖ Description of the market • Supply • Demand II. Profile of the consumer III. Consumer behaviour of men towards cosmetics ❖ Men’s expectations ❖ Examples of brands positioning Conclusion Introduction The women market of cosmetics is running since a large number of years whereas the business of selling cosmetic for men is booming since a couple of year. Nowadays, men are more conscious of their body

5 14.2 0.1 0.7 45 46 44 Dallas savitzresearch.com 12.6 -14.9 12.6 — — 45 47 — Boston cmbinfo.com 12.3 5.1 12.3 — — 60 48 46 Gongos Research Inc. RTi Market Research & Brand Strategy Roger Green & Associates Inc. Auburn Hills, Mich. gongos.com 12.2 -8.3 12.2 — — 71 48 49 Stamford, Conn. rtiresearch.com 12.2 NC 12.2 — — 43 50 — New Hope, Pa. rogergreen.com

cut down his game marketing. Its new advertising campaign is essentially audiovisual online on the Internet. His website has become the hub of the operation, it is in fact divided into subsites, based on different brands. • The advertisements for Nike in the news : This brand uses the news to bounce back and go everywhere. This is called “the opportunist mark”. Nike played with, for example, the image of Materazzi in a spot that referred directly to headbut of Zinedine Zidane. More seriously

ART "BRAND BELIEF ": discipline for disruption. "BRAND BEHAVIOUR" : discipline for média art. Le saut de fosbury apparut en 1968 aux jeux olympiques. La disruption et un mode de changement de pensée de création, qui encourage les entreprises a créer et gérer le changement: - observer les préjuges et les idées reçues qui figent la pensée. - trouver l'idée créative pour passer rapidement a la vision de demain. - décider la ou l'on veux aller demain. Exemple d'Apple : BRAND BELIEF L'instrument

can attract easily the customer. The competition is for IKEA the biggest problem on the market. BARRIERS TO ENTRY: As the CEO of IKEA said, it is very hard to copy the whole world of IKEA. You can try to compete with IKEA on the prices, or on the Brand name (with huge stores, etc.) but you cannot create everything of IKEA. So the barriers to entry are very high in this market, which is good for IKEA. SUBSTITUTES: I don’t think that there are a lot of substitutes of furniture. You can use a table

are related to the external environment (Grant, p.12, 2010). Following, the SWOT analysis for Apple Inc. in order of importance: Strenghts: • Innovative industry • Product design • Brand recognition – seen as an aspirational thus brand loyal customers (advocate the brand and therefore Apple can retain the customers as well as recruit new customers) • “Apple experience” • Customer service • Creations of new markets • Own operating system • Implemented

l’utilisation de la « Competitive Advantage Matrix » avec un résultat du type « maintain specialty » (High differentiation and high relative costs). Les critères pourraient se structurer, par exemple, selon le schéma suivant : • Products and brand recognition: fame, luxury positioning over time, differentiation (authenticity, know-how, craftsmanship, use of “cultural communication channels” ………..) • History and mission statement: storytelling, unique family management, “art and craft”

According to HKTDC*, more than 170 enterprises have tapped into the cosmeceutical market. It is estimated that the cosmeceuticals sector in China would grow by 10% to 20% yoy to reach 20 billion yuan in three to five years. Chinese herbal cosmetics brands are playing an active role in the sector. In addition, data released by HKTDC** also suggested that China’s cosmeceutical market posted annual sales growth of up to 10% to 20% yoy between 2004 and 2012, with the market share increasing from 20%

Sales Management November, 28th, 2010 ! This topic has for objective to show the advantages and drawbacks of the different sales strategies of Apple brand. As numerous as they are, skeptics do not reject the technological inputs of the famous apple products - but more the media phenomenon that is attached to it. ! During its history, Apple has borne a period of doubt and came close to disaster. By increasing loss of capital, its competitor and rival investing $150 million in the firm ;

adapt to the economic environment in 2009, Marketing is enhancing Renault’s visibility to digital audiences and is launching two new web-based interfaces: Renaultshop and Renault TV. 2008: a winning strategy Inspiring positive feelings about the brand, generating traffic in the showrooms, publicizing new models in the line-up, valuing customers, doing more and better with the same budget – those are the ideas behind Renault marketing actions since the beginning of the Group’s product offensive.