LM Plan Presentation

19
2016 Holiday Plan Les Merveilleuses Alice, Chloe, Chris, Perrine, Rachel, Sarah,Tulipa

Transcript of LM Plan Presentation

Page 1: LM Plan Presentation

2016 Holiday PlanLes Merveilleuses

Alice, Chloe, Chris, Perrine, Rachel, Sarah,Tulipa

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Contents01

02

03

04

Brand

Planning

Opportunity

Goal

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Les Merveilleuses

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Les Merveilleuses

01B R A N D

02H I S T O R Y

03M E A N I N G

04M E A N I N Ga Ladurée brand

created in 2012 in

partnership with Albion

inspired by the post French

Revolution “goddesses of liberty”

“For women who enjoy

being women”

05M A R K E T

Asia (standalone

stores) Paris

(Sephora)

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OBJECTIVES

New York CityWHERE01

02

03

Luxury and cosmetic dynamic market

WHY

Increasing social media presence In creating new verified Facebook and Instagram accounts

HOW

Introduce Les Merveilleuses into a new market for the Christmas season.

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Result Expected

01

02

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Gain 10,000 followers over through the Christmas season

Increase engagement to 3% from 1.84% across the 2 platforms

Increase sales by 15% compared to October 1 - December 31, 2015

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OPPORTUNITYEnhance social media experience.01

Expand location availability & broaden brand awareness to American consumers.

02

Create e-commerce via Sephora in the U.S.03

Paris 3 Asia 7 in Tokyo and 12 in other cities

04 Stores

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DATA

35000

70000

105000

140000

Total Follower Total Engage Average Engage Conversion

22219

22191

124300

Hong KongOnly One

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Target Market

Charlotte Bancroft - 26 years old - New-Yorker, East Village -Journalist -$60-$80k /year

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Brand Awareness

RELATIONSHIP MANAGEMENT

EXPANDING CHANNELS

customer community

STRATEGY

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NYC LaunchHashtag

#IamMarvellous #IheartLM

Social Media Platform

Brand Awareness

RELATIONSHIP MANAGEMENT

Empower Inspiration Trust Customer Needs

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EXPANDING CHANNELS

CUSTOMER COMMUNITY

Global Marketplace

Online Purchase

LM Flagship

Store

Community ConversionValue

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LAUNCH PARTYIN NYC Laduree Shop

-Bloggers and influencers in the cosmetics industry. -Magazines journalists (ELLE, Vogue, Harper Bazaar, Glamour) - Models

- Customer experience ⇒ Makeup trial activity with makeup artists

- Digital experience ⇒ iPad application - augmented reality makeup trial

- Discover Les Merveilleuses lifestyle with Tea, macarons, and pastries - Old-style Parisian experience (decoration, ambiance) - Photobooth with the hashtag

WHERE

WHO

HOW

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CONTENT

Current Content

Product Images Product Names

Low Engagement

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#iammarvelous

Our Plan

Lifestyle content Images of makeup in use

Engaging comments Promote holiday launch party

in NYC #iammarvelous campaign

Using bloggers/influencers

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Deliverables

2-3 times a day

Twice a day

Once a day

Twice a day

7-9am; 11-1pm; 5-6pm

7-9am; 5-6pm

11-1pm

7-9am; 5-6pm

Weekday

Weekend

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Awareness (Reach)

Deliverables

10k increased

Engagement

3% per post

Conversion

8%

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COST

Average budgets for social media marketing campaigns cost roughly between $3,000

and $10,000.

REACH 13400

RENGAGE CUSTOMER

3% 4029

CONVERSION 8% 322.32

UNIT COST $92

REVENUE $29653

MONTHLY BUDGET $5,000

TOTAL BUDGET $15,000

PROFIT $14653

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#We are marvelous.