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A New Male Produc T Line FOR La Mer: - Boya Yang, Xiao Yan, Yue Liu - CM 700 Final Project

This document proposes a new male skincare product line for La Mer. It begins with an introduction to the brand, the growing male skincare industry, and current competitors. A SWOT analysis identifies strengths in the brand's credibility but weaknesses in limited products and consumers. The proposed product line includes a post-shave lotion, refined cream from Crème de la Mer, and a mask. Marketing would target men through selling a new lifestyle and using social media. An ROI analysis calculates costs, revenue, and a 1% return within one year of launching the new line.

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299 views16 pages

A New Male Produc T Line FOR La Mer: - Boya Yang, Xiao Yan, Yue Liu - CM 700 Final Project

This document proposes a new male skincare product line for La Mer. It begins with an introduction to the brand, the growing male skincare industry, and current competitors. A SWOT analysis identifies strengths in the brand's credibility but weaknesses in limited products and consumers. The proposed product line includes a post-shave lotion, refined cream from Crème de la Mer, and a mask. Marketing would target men through selling a new lifestyle and using social media. An ROI analysis calculates costs, revenue, and a 1% return within one year of launching the new line.

Uploaded by

api-312965788
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd

A NEW

MALE
PRODUC
T LINE
FOR
LA MER
Boya Yang, Xiao Yan, Yue Liu
CM 700 FINAL PROJECT

CONTENTS

INTRODUCTION

SWOT

PRODUCT

ROI

01

INTRODUCTION
THE BRAND
THE MALE SKINCARE INDUSTRY
THE COMPETITION

A New Male Product Line For La Mer

01
This is an
example
text..

02

This is an
example
text.

THE
BRAND
This is an
example
text.

04

text.

Parent company Este


Lauder

Moisturizing cream
containing fermented kelp

Max Huber

A New Male Product Line For La Mer

01

This is an
example
text.

04

THE MALEample
text..
SKINCAREtext.
INDUSTRY
02

This is an
example
text.

Men are spending more


and more money and
effort on their appearance

$4.1 billion

43% of American men use


skincare products that go
way beyond shaving

A New Male Product Line For La Mer

01

This is an
example
text.

04

ext.
THE
text..
COMPETITION

02

This is an
example
text.

Unilever and Procter &


Gamble

High-end brands

Slowing growth overall in


the personal care market

02

SWOT

A New Male Product Line For La Mer


WEAKNESSES

STRENGTHS
1. The brand was originally created by
a male Physician.
2. Receiving positive reviews from
famous celebrities

1.

Consumer base

2.

Limited target customer

3.

Less product variety

3. Credible distributors
4. High barrier to entry

SWOT
1.

A large market on mens anti-aging

1.

Rising competition

skincare products

2.

Counterfeit goods

3.

Regulations

4.

Cant meet high expectation

5.

Economic Instability

2.

A changing lifestyle of men

3.

A specific large market in Asian

OPPORTUNITIES

THREATS

03

PRODUCT
INSIGHTS OF THE NEW PRODUCT
MARKETING STRATEGY

A New Male Product Line For La Mer


LOTION
Post shave lotion

NEW
PRODUCT

CREAM
Refined from Crme de la Mer

MASK
Bring immediate effects

A New Male Product Line For La Mer


You have a problem, we have a solution, and
the solution works because it is backed up
by science.

MARKETING
STRATEGY

Sell a new lifestyle


to its targeted male
consumers

C
Social media and
online shopping

Female
customers
and traditional
channels

04

ROI ANALYSIS

A New Male Product Line For La Mer

01
Identify the costs
Marketing research and
development of the new
products
Daily production
Marketing
Daily operating

Identify the additional revenue

A department store
Online shopping websites

02

03
Identify cost savings

Refined from classic cream


& Estee Lauders existing
experience
Online shopping

A New Male Product Line For La Mer


Pric
e

Cos
t

Mask

180

90

Lotio
n

300

150

Crea
m

400

200

4.1 Budget

Timeline
Research

6 months

Production 2 months
preparatio
n
Marketing

2 months

4.2 Timeline

Achieving Bring the


best to everyone we
touch

5. Evaluate the
intangibles

A New Male Product Line For La Mer

ROI CALCULATION
Total Profit: (180+300+400)*10*365= 3,212,000
Product cost: 365*10*(90+150+200)= $1,606,000
Total Outcome for research + production+ marketing
+daily operation: $25 million+ 20 million+ 27 million+ 3
million= 75 million
Total Cost: $1,606,000+ $75 million=1,605,925
ROI: (3212000-1605925)/1605925 *100%= 1%

THANK
S

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