A Study on Kiehl's Product Essay

2520 Words Apr 28th, 2013 11 Pages
MCD 2050: MARKETING 1

ASSESSMENT 1

Minor Assignment: Business Report Plan

Student ID: 2356001
Name: Soh Jonathan En Xiang
Tutor: Ms. Deborah D’Cruz

REPORT PLAN

Name: Jonathan Soh
Designation: Junior marketing executive
Contents Page

Executive Summary………………………………………...…………………………4

1.0 Introduction……………………………………………...………………………...5 2.1 Purpose…………………………………………...………………………..5 2.2 Background……………………………………………………...………...5

2.0 Industry analysis……………………………………...……………...………….6-8 3.3 Market information………………………………………………………..6 3.4.1 Trend…………………………………………………………..6 3.4.2 Size…………………………………………………………….6 3.4.3 Market share…………………………………………………...6 3.4 Micro
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2.1.3 Market Share The three major players in the facial care market are L’Oreal, Unilever and Beiersdorf AG which account for 28.9% of the total market share. The leading player in the market, with Kiehl’s under L’Oreal generates a 13.6% of the total market value (San, Shin, Chua, Li, Tan, Tse, Chan & Oo, 2011) 3.4 Micro Environmental Impact * Company: Kiehl’s has a relatively strong history and heritage that focuses on skin care and provides a strong market for the male sector. * Shop assistants: Kiehl’s take pride in its customer service through its shop assistants. They undergo a three-week training course to learn how to “diagnose” their customers and wear white medical coats and “talk to each customer as an individual, working to recommend the products that are best fitted for their needs and preferences (Giarratana et al., 2010) * Competitors’ strategy: As soon as Kiehl’s supplies its products to the market, its information becomes public knowledge, which rivals could use to obliterate its competitive advantage. This thus creates a risk for Kiehl’s in terms of competition (Giarrantana et al., 2010) 2.3 Macro Environmental Impact
- Nature: As mentioned

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