Slajd 1

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Here we are, trapped in the amber of the
moment.- Kurt Vonnegut
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Agenda

• THE MARKET
• Introduction
• Market share
• Market trends
• Ways of competition
• Distribution channels
• Competition in different distribution channels
• Customer preferences
• Consumer characteristics Woman
• Consumer characteristics Men
• Closest competitors
• THE BRAND
• SWOT analysys
• MAYBELLINE first fragrance

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THE MARKET
Introduction

• Polish perfume market worth 256 million PLN (ca.
  70,5 million) in 2008
• Sales at the level of 6.7 million pieces of EDT
  (Eau De Toilette)
• Dynamic market that grows 3 year by year
• Worlds fragrance market worth 25 billion USD in
  2006
• Global fragrance sales expected to grow 16
  between 2005 and 2010 to reach 31,9
  billion USD, according to Euromonitor
  International

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THE MARKET
Market share

• Coty and Procter Gamble on the lead position
  gaining ca. 61 of the market share
• 39 of the market dispersed over a variety of
  brands, both mainstream and alternative
• Poles prefer mostly French fragrances

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THE MARKET
Market trends

• The higher incomes the more often people buy
  perfumes
• No globalization on the perfume market
• Glocalization as a Key Success Factor Think
  Local, Act Global
• Seasonality of sales during the holidays
• Increasing competition
• Perfume life cycle shortens

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THE MARKET
Market trends

• No longer brand loyalty
• Importance of advertising campaign
• Worlds market divided into French and American
  producers
• The perfume market follows the fashion and
  lifestyle currents
• Partnerships with fashion houses and unique,
  niche fragrances on the rise

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THE MARKET
Ways of competition

• Companies compete mostly with unique smell,
  price, and quality, but
• Quality as a key factor
• Strong brands use clever marketing
• Fragrance sets
• Innovative personalization
•  

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THE MARKET
Distribution channels

• Point of sale plays a significant role in the
  purchase process
• Luxurious products of high quality avoid mass
  distribution channels
• The most expensive, exclusive perfumes are sold
  only in boutiques
• Popularity of chain drugstores grows
• Internet shopping more frequent

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THE MARKET
Competitors in different distribution channels

• Direct (on-site)
• Leaders Nicole, Mistral Poland, "GLOBE"
  Sp. z o.o, Afrodyta F.H
• Direct sales sector
• Leaders Avon, Oriflame, Mary Key
• Supermarkets
• Leaders Coty, Adidas, Revlon, celebrity
  brands, e.g. Celine Dion, Naomi Campbell
• E-commerce - online auctions and online shops

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THE MARKET
Competitors in different distribution channels

• Chemists and superdrugs, eg. Rossman, Drogeria
  Natura
• Leaders Elizabeth Arden, Gabriela Sabatini,
  Cerruti 1881, Adidas, Mexx, Miraculum,
• Puma, Naomi Campbell, Iceberg, Beckham,
  Celine Dion
• Specialized Perfumeries, eg. Sephora, Douglas,
  Marionnaud
• Leaders Gucci, Dolce Gabbana, Calvin
  Klein, Chanel, Hugo Boss, Giorgio Armani,
  Kenzo, Lacoste, Ralph Lauren, Issey Miyake
• E-commerce - online specialised retail shops,
  eg. lulua.pl, lumiere.pl Leaders Annick
  Goutal, Caron, E. Coudray, Lubin, Robert Piguet,
  IL PROFVMO, Les parfums de
  Rosine, Lorenzo Villoresi

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THE MARKET
Customer preferences

• Structure of purchases change with the seasons
• Price influences size of the perfume we buy
• The most popular among woman are 30ml perfume
  bottles that fit to purses
• Purchase of big capacities begins to grow
• Polish people spend 1 USD for luxurious perfumes
  during the year, when Frenchman spend 27
  USD, American 21 USD, and German 17,5 USD

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THE MARKET
Consumer characteristics - Women

• 18 - 24 years old females - heavy perfume users
• Important factors fragrance (95 ), price (80)
  and brand (65)
• Buying perfumes is still a great expenditure
• Polish women do not like experiment
• Under influence of advertisements and emotional
  factor
• Express affection mostly to French brands

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THE MARKET
Consumer characteristics - Men

• Very loyal consumers
• Use perfumes everyday
• Confronting fragrance before buying
• Searching mostly for refreshment
• Polish men appreciate simplicity of flacons
• Perfumes are bought mostly in drug-stores and
  supermarkets

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THE MARKET
Closest competitors
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THE BRAND
SWOT Analysys - Strenghts

• Strong market position of the Maybelline brand
  as well as high brand recognition
• Availability through well-developed distribution
  channels
• History and tradition along with innovative
  attitude
• Perfumes enrich the range of products
• Wide and loyal target group
• Competitive prices
• Localization amber stone as a symbol in
  European tradition
• Experience in cooperation with the PR and
  Advertising agencies
• Possibility to be distinguished by urban style
  inspired by the strength of nature,
  dynamism, and self-confidence with a touch of
  magic.

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THE BRAND
SWOT Analysys - Weaknesses

• American products were never associated with
  high quality, comparing to European ones
• The Poles choose French perfumes more often than
  American
• Lack of experience in producing and promoting
  perfumes
• Maybelline and Avon products are similar in
  terms of use and assortment
• Maybelline could deprive the buyer of choice by
  offering only one fragrance
• Maybelline doesnt offer direct home delivery,
  Avon does

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THE BRAND
SWOT Analysys - Opportunities

• The polish perfume market is still growing and
  shows good perspectives for the future
• Lucrative target group 18-24 years old females,
  heavy fragrance users
•  Target group of the future men, more and more
  conscious buyers
• Seasonality of sales, which begin to rocket
  before holidays
• Partnerships with fashion houses, designers and
  celebrities
• Possibility to take over Adidas customers,
  especially women
• Avon forces customers to choose perfumes from a
  catalogue, without knowing the scent

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THE BRAND
SWOT Analysys - Threats

• Rapid growth of competition each year ca. 300
  new perfumes appears on the market
• High expenses of launching a new product
• Risk of rejecting our new fragrance
• Product lifecycle shortening
• Threat of imitations
• Negative consequences of the economic crisis
• Seasonal variations on the fragrances market
• Adidass strong position on the male perfumes
  market
• Very strong position of Avon in fragrances and
  colour cosmetics among women

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New york
THE BRAND
MAYBELLINE first fragrance
innovation
city
urban style
New York
unique
energy
freshness
charm
THE FRAGRANCE
feminity
active
independence
power
seduction
sensuality
dynamism
attraction
magic
self-confidence
nature
emotions
gorgeous
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Thank you for your attention!
Amber Team Natalia Jerzak, Natalia Kanurska,
Tomasz Fryzlewicz