PROYECTOS

February 1, 2017 / by TBM

INTERNATIONAL PERFUMERY RETAILER
AD HOC MARKET STUDY

CLIENT

Confidential – International perfumery chain

 

THE CHALLENGE

Make-up market study in Europe to provide a full overview of the make-up brands identified as competitors.

 

OUR WORK

The channels studied were: franchise chains (monobrands and multibrands), private label brands (perfume chains and relevant large retailers), brands distributed in drugstores and pharmacies, mass-market brands and masstige brands.

For each European country chosen (6 countries) 10 brands were selected with the client, based on relevant criteria in the market, positioning, channel, and business model. For each brand chosen we analysed the following:

Product collection by category – lips/face/eyes/nails

Price point

Point of sale – merchandising (distribution channel, description of sales outlets, displays, POS displays and general consumer image, point of sale services, e-commerce

Promotional strategy (type of products/categories, type of promotions, launch campaigns, social media)

Strengths & weaknesses vs. competition

For each country we created a summary overview mapping the positioning of the brands analysed and a compilation of the Best Practices to take note of.

Finally, we created and delivered an additional study using concrete data and strategic recommendations to assess the client’s business opportunities in the “make-up” category.

 

TBM SERVICES

Strategic consulting

Beauty Market Intelligence

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