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Internship Presentation Mona Thelemaque Marketing Designer Brands


Internship Presentation Mona Thelemaue Marketing Designer Brands

The Company

Distribution 5 Divisions 23 International Brands Consumer Products

Mass Market

Luxury Products

Perfumeries & Counter

Professional Products

Pharmacy Cosmetics

The Bodyshop

Hairdresser’s Shops

Pharmacies

2.300 shops worldwide


The Company

Internship Presentation Mona Thelemaque Marketing Designer Brands

Sales Performance by Division in 2008

Source: L‘OrĂŠal Annual Report 2008


Internship Presentation Mona Thelemaque Marketing Designer Brands

Designer Brands

Consumer Products

Mass Market

Luxury Products

Perfumeries & Counter

Professional Products

Pharmacy Cosmetics

The Bodyshop

Hairdresser’s shops

Pharmacies

2.300 shops worldwide

5 Departments Fairly wide distribution vs. strongly selective distribution


Designer Brands

Luxury Products

Perfumeries & Counter

I supported the team responsible for the fragrance brands in bold.

Internship Presentation Mona Thelemaque Marketing Designer Brands


The Team

Stefanie von Albert Marketing Director

Rosemarie Smaili Mktg. Assistant

Nicole Kattanek POS Event Manager

Stephanie von Flotow Trade Marketing Manager

Tobias Bittner Group Product Manager

Christine Hupe Product Manager

Philipp Guenkel Junior Product Manager


Internship Presentation Mona Thelemaque Marketing Designer Brands

Designer Brands

Positioning within the Fragrance Market Viktor & Rolf Dior Chanel Luxury Brands Dolce & Cabana JPG Gaultier Premium Lifestyle Brands

Calvin Klein

DKNY

D&G

Boss

Entry into the Luxury Market

Hugo Azzaro

Davidoff

Joop!


Designer Brands

Internship Presentation Mona Thelemaque Marketing Designer Brands

Sales Performance per Berrand in 2009

Source: IRI YTD Mai 2009 (Wert)


Internship Presentation Mona Thelemaque Marketing Designer Brands

My Responsibilities OPERATIVE  

     

Created presentations for internal meetings Created presentation material for sales representatives Coordinated weekly „To Do“- meetings Managed product orders Monitored competitor advertisements Conducted briefings Wrote and proofred texts for promotional materials Covered for my supervisor during vacation

CREATIVE

ANALYTICAL 

Conducted market and competitor analyses

  

Created planograms with in-house graphic designer Created mood boards Designed phial wrappings Developed conceptual designs

Created ales documents for sales representatives

+ VOTED CHIEF INTERN OVER 75 INTERNS


My Responsibilities OPERATIVE 

Covered for my supervisor during her vacation

Internship Presentation Mona Thelemaque Marketing Designer Brands


Invented, planned and managed SAMPLING ACTIVITIES for IDOLE D‘ARMANI FRAGRANCE DISPENSERS in 21 shopping malls September15 – 28, 2009 FLATSCREENS featured in 11 shopping malls

Results: 2,1 Mio. Fragrance Contacts & 2,8 Mio. Advertising Spot Contacts


Invented, planned and managed SAMPLING ACTIVITIES for IDOLE D窶連RMANI SAMPLING IN 12 GOLFCLUBS BUNDESWEIT SAMPLING IN 12 GOLF CLUBS NATIONWIDE im September throughout September 2009 Vorderseite

Rテシckseite

Result: 40.000 Testmusterkontakte 40.000 Test Samples Contacts


Invented, planned and managed SAMPLING ACTIVITIES for IDOLE D‘ARMANI LADIES NIGHT SAMPLING IN 31 CINEMAS in September, November & December 2009 Vorderseite

Rückseite

on 09-23-2009 „Die nackte Wahrheit“ on 11-18-2009 „New in Town“ on 12-02-2009 „Zweiohrküken“

Result: 45.000 Test Samples Contacts


Invented, planned and managed SAMPLING ACTIVITIES for IDOLE D窶連RMANI SAMPLING IN RESTAURANTS, BARS UND LOUNGES SAMPLING IN RESTAURANTS, BARS UND LOUNGES im Oktober throughout October 2009 Vorderseite

Rテシckseite

60.000 Testmusterkontakte Results: 60.000 Test Samples Contacts


Invented, planned and managed SAMPLING ACTIVITIES for IDOLE D‘ARMANI SAMPLING DURING THE GOLD CUPS OF POLO SPORTS August 29 – 30, 2009 in Hamburg

Results: 2.200 Test Samples Contacts


Invented, planned and managed SAMPLING ACTIVITIES for IDOLE D‘ARMANI SAMPLING WÄHREND DER OPERNGALA SAMPLING DURING THE GALA OPERA OF THE DER DEUTSCHEN AIDSSTIFTUNG GERMAND AIDS FOUNDATION am 07.11.2009 in Berlin November 7, 2009 in Berlin Duftsampling in hochwertigen Give-away Fragrance Sampling in Exclusive Bags an hochrangige Prominente Give-Away Bags for Celebrities

Results: 1.200 Duftkontakte 1.200 Fragrance contacts


My responsibilities

Internship presentation Mona Thelemaque Marketing Designer Brands

Sampling Activities for Idole d‘Armani

 Brainstormed  Came up with ideas for sampling  Created presentations  Plannedand managed of sampling activities  Held feedback meetings with Product Manager  Designed flyers  Conducted briefing with vendors, such as ad agencies  Managed promotion of events


Internship Presentation Mona Thelemaque Marketing Designer Brands

My Responsibilities OPERATIVE  

     

Created presentations for internal meetings Created presentation material for sales representatives Coordinated weekly „To Do“- meetings Managed product orders Monitored competitor advertisements Conducted briefings Wrote and proofred texts for promotional materials Covered for my supervisor during vacation

CREATIVE

ANALYTICAL 

Conducted market and competitor analyses

  

Created planograms with in-house graphic designer Created mood boards Designed phial wrappings Developed conceptual designs

Created ales documents for sales representatives

+ VOTED CHIEF INTERN OVER 75 INTERNS


Analytical

Internship Presentation Mona Thelemaque Marketing Designer Brands

OSA – Oracle Sales Analizer Tool to gain the sales figures of the German fragrance market „Coverage“:

Four dimensions:

 Total market  Women‘s market  Men‘s market  Full sets  Decorative cosmetics

Geography: Time: Measure: Product:

e.g. KWH Week, month, year, YTD Sales in 1.000 Euro, sales in 1.000 pieces, market share, variation to previous year, etc. Brand level, product line, single / numerous products


Analytical

Internship Presentation Mona Thelemaque Marketing Designer Brands

Sell Out Analysis

CIV Analysis

Purpose: How much sales does the retail market achieve?

Purpose: How much profit do product sales generate?

Flèches Prix

Price list

Purpose: To which extend can prices be implemented in the market? How successful is the company’s price strategy? Create perfume ranking.

Purpose: Update price lists. Prepare price matrix with complete product range.


Analytical

Internship Presentation Mona Thelemaque Marketing Designer Brands

Europe Comparison

Establish Brand Profiles

Purpose: How and to what extend do the rankings within Europe differ?

Purpose: Bases for comparison of competition.

Launch Analysis

Packsize Analysis

Purpose: Success since launch of different products? Are there favorable and less favorable times during which to launch a new product?

Purpose: Which ml-size achieves the biggest profit? Which share does it represent within the particular product range? Which trends can be detected?


Analytical-Creative

Internship Presentation Mona Thelemaque Marketing Designer Brands

Sales Folder What is it? It contains all the important information about the current sales period, planned the promotion activities and a list of all the available POS (point-of-sales) materials. Other supportive material for the sales representatives is provided together with the sales folder.


Analytical-Creative

Internship Presentation Mona Thelemaque Marketing Designer Brands

Sales Folder Market Data

L‘OrĂŠal Designer Brands vs. Competition

Sales Period

Novelties of the Current Sales Period


Analytical-Creative

Internship Presentation Mona Thelemaque Marketing Designer Brands

Sales Folder Promotion Activities

Supportive Actions

Sales Period

 Created Layout Design  Formulated Texts


Analytical-Creative

Internship Presentation Mona Thelemaque Marketing Designer Brands

Sales Folder Media Plans

What Kind of Media Support?

Sampling Activities

What Kind of Sampling Activities?


Analytical-Creative

Internship Presentation Mona Thelemaque Marketing Designer Brands

Sales Folder Decorative Material

Presentation and Product Support at the Point Of Sales

Merchandising

Product Placement on the Shelves in Stores


Analytical-Creative

Internship Presentation Mona Thelemaque Marketing Designer Brands

Sales Folder Overarching Tasks: Product Knowledge Time management  Never losing track of the focal points of the project as a whole  Designing of layouts  Briefing of print shop, graphic design agency, inside sales


Internship Presentation Mona Thelemaque Marketing Designer Brands

My Responsibilities OPERATIVE  

     

Created presentations for internal meetings Created presentation material for sales representatives Coordinated weekly „To Do“- meetings Managed product orders Monitored competitor advertisements Conducted briefings Wrote and proofred texts for promotional materials Covered for my supervisor during vacation

CREATIVE

ANALYTICAL 

Conducted market and competitor analyses

  

Created planograms with in-house graphic designer Created mood boards Designed phial wrappings Developed conceptual designs

Created ales documents for sales representatives

+ VOTED CHIEF INTERN OVER 75 INTERNS


Creative

Sales Sheets Work Process:

Internship Presentation Mona Thelemaque Marketing Designer Brands


Preis & Menge Possible Result:

Emporio Armani Classic He: EdT 30 ml

Emporio Armani Classic She: EdP 30 ml

Empf. VK:

38,00 €

Empf. VK:

EK:

19,48 €

EK:

20,50 €

Menge:

Info folgt (VID)

Menge:

Info folgt (VID)

CA cat:

CA cat: Liefertermin:

40,00 €

Sell&Ship

Liefertermin:

Sell&Ship


Creative

Phial Wrapping Work Process:

Internship Presentation Mona Thelemaque Marketing Designer Brands


Creative

Conceptual Ideas

Internship Presentationn Mona Thelemaque Marketing Designer Brands


Aids-Gala Kรถln


Aids-Gala Kรถln


Aids-Gala Kรถln


ONLY THE BRAVE, BMX CHAMPIONSHIPS IN KÖLN, 10.-12. JULI


Responsibilities as Chief Intern

Internship Presentation Mona Thelemaque Marketing Designer Brands


Internship Evaluation

Internship Presentation Mona Thelemaque Marketing Designer Brands

PROFESSIONAL  Operation and processes of an international company  Obstacles and challenges that occur during the introduction of a product into the market  Becoming acquainted with the German fragrance market  Application and extension of my marketing know-how  Autonomous working  Coping with high workload and a great diversity of tasks  Assuming responsibility

PERSONAL     

Understanding the importance of pro-activity Strengthen self-confidence Learning how to adequately interact with colleagues, agencies, etc. Extension of ability to work in teams Enhancement of my assertiveness


Thank you for your attention!


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