Download L'Oreal Brandstorm 2013 presentation and Thailand ...

THE CHALLENGETHIS YEARPUT YOURSELF IN THE SHOES OFTHE SOUTH EAST ASIA ZONEINTERNATIONAL BRAND MANAGERFOR L’ORÉAL PARISCHALLENGE 1: THE PRE - CASEWhat product or product range from existing global‘Haircare & Styling’ category would you launch in thezone and how would you do it?CHALLENGE 2: THE CASE - STUDYDevelop a new innovative ‘Haircare & Styling’ productor product range to attract more consumers in thiszone with an integrated marketing strategy.

PRE – CASE ROUNDStep 1• Analyze current offering of L’Oreal Paris brand• Get to know hair care / styling category, their positioningin the portfolio and their marketing mixStep 2• Identify competitors, their uniqueness and target, theirdistribution and promotion setupStep 3• Understand consumers’ needs in region, focus on 15-35year-old demographic, and include cultural rituals andconsumer habits and behaviorStep 4• Identify brand equity for hair care & styling in the region• Highlight product range, business performance positioning, image,marketing mix and launch strategiesStep 5• Recommend: which existing hair care product (s)would you push to attract more consumers in 15 – 35 age range in ASEANcountries? How would you re-launch them to regain impact on your target market?

CASE STUDY ROUNDStep 1• Based on consumer insight, what product could respond tosignificant need or create a new need in ASEAN zone?Step 2• Develop a new product or product range to make L’Oreal Parisgrow in the region• Define its unique selling proposition and its key targetconsumersStep 3• Develop marketing mix and plan integrated launch strategy in2 phases: 6 months and mid-term strategy for the next 2 yearsStep 4• Anticipate launch strategy to marketing your productsglobally (outside ASEAN zone)

THAILAND SCHEDULE (NORMAL CYCLE)Registration, Work on Pre-CaseOctober – December 2012University Final Representative & Submit report10 January, 2013L’Oreal announce semi finalist to do Pre-CasePresentationPre-Case Presentation with L’OrealBriefing Day22 January, 20137 February, 201313 February, 2013Work on Case Study and Work with advertising agencyNational Final Day3 rd Week of Feb & March5 April, 2013The winning team revise presentation and work withagency to finalize 3 advertising board2nd Week of April to2 nd week of MaySend all material to Paris20 May, 2013International Final Day @ Paris5th & 6th June

PRE – CASE REPORT• No more than 15 pages (A4 size), excluding appendix• 12 Time New Roman• Spacing 1.5

RULES:Last 2 years ofstudy in a partnercampusTeams of 3 students Sign up logging intobrandstorm.loreal.com

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