SJMSOM,IIT Bombay was
delighted to host the West Zone Round for L’Oréal Brandstorm for the third year
in the running. Brandstorm is L'Oréal's unique business competition for
students that provides a platform to unleash their creativity and apply
ground-breaking ideas to one of L'Oréal's international brands and distribution
channels every year. Since 1992, Brandstorm has given to more than 70,000
students worldwide: the possibility to work on real life challenges and be
coached by top L'Oréal executives.
The 2016 edition
of the competition featured La Roche Posay. Created in 1975, today La
Roche-Posay is recommended by 25,000 dermatologists worldwide. Thanks to the
product’s strong values of efficacy and tolerance, transparency and honesty,
caring and empathy, it has also become the consumer’s brand of trust. All of La
Roche-Posay’s products offer minimalist and effective formulas, containing its
very own unique French thermal water as the miracle not-so-secret ingredient. The challenge for this year’s competition was
to help the brand on how to attract and recruit new young consumers to the
brand (15 to 25 years old). Also, what digital
communication or services or strategy can you come up with to stay close to the
brand commitments whilst innovating and addressing the next LRP generation of
consumers.
Ms. Divya Gera (Corporate HR-Talent Acquisition, L’Oréal India) began by commenting on the lively audience that turned up for this event. She described the journey and evolution of Brandstorm over the years which is currently spanning over 46 countries. The competition is now in its 11th year in India and has consistently produced finalists competing in the global finale and the battle has only become much more intense with each passing year. That was followed by a short AV clip being played about Brandstorm 2016, its problem statement and a trip down memory lane with Brandstorm 2015.
Ms. Divya Jain welcomed all
and conducted a quick poll about how good people felt about their skin and
highlighted the problems that every individual faces when it comes to skincare
and the promise La Roche Posay holds for everyone. La Roche Posay has a
heritage spanning over a 100 years and is recommended by over 25,000 doctors
worldwide. She highlighted some telling statistics concerning skincare and
dermocosmetics and also, the efficacy of La Roche Posay when it comes to
complete dermatological care. She went on to comment on current trends of
marketing in the digital era and concluded by wishing all the competitors the
very best.
Ms. Ojaswini Mishra graciously welcomed everyone and thanked the venue partner, SJMSOM
for holding the event for the third consecutive year and wished all
participants well.
All participants
were given a minute for setting up their props and presentations. The evaluation
criteria for all teams would consist of the analysis and the strategy they
employed as well as their style of presentation and the team spirit they
displayed.
Gist of
presentations:
# Team 1 - Makhan Pao: NMIMS
The team made a very engaging case about how skin
deserves preventive care in today’s age and presented insightful statistics
about the dermocosmetics market size across geographies including Asia and Western
Europe. Depicted La Roche-Posay as a knight in shining armor for dealing with
various skin afflictions through the viewpoint of 4 different individuals
across the globe.
Theme of the Campaign: All Skin is Sensitive
# Team 2 - Enthu Cutlets: MICA
The team highlighted the global trends in the dermocosmetics
market in China, Indonesia and India and demonstrated the concept of "Asianification" for
natural skin care trends, stressing on the values of Innovation, Efficacy and
Minimalism. They portrayed the profiles of 3 customers namely:
1. Taufique- A social media enthusiast
2. Kiki from Laos – An avid instagrammer
3. Merlin Filla – A working professional who is
extremely concerned about her looks.
The team proposed the “My Skin My Feel initiative” and a host of innovations ranging from gamification to digital mirror and a novel Free Hugs campaign. Their “Reapply reminder app” had a host of ingenious ideas.
1. Taufique- A social media enthusiast
2. Kiki from Laos – An avid instagrammer
3. Merlin Filla – A working professional who is
extremely concerned about her looks.
The team proposed the “My Skin My Feel initiative” and a host of innovations ranging from gamification to digital mirror and a novel Free Hugs campaign. Their “Reapply reminder app” had a host of ingenious ideas.
# Team 3 - Avant Garde: NITIE
The team had an interesting approach to their
presentation depicting a boy involved in a relationship, who goes on a 12-day
trip to Paris. The solution to the case was displayed in a 12 step format
including various aspects of the case like identifying the problem, an in-depth
analysis of the health and beauty market, SWOT analysis of the competitors, business
opportunities available among various target consumer groups and the various
platforms they intended to mobilize for marketing La Roche Posay.
# Team 4 - Albatross: IIM K
Analyzed the geographic details about global trends
in skincare and beauty market following a discussion about changing life
styles, competitive and target group analysis. A survey on dermatologists,
actors, models and a sample group from target audience helped them find out that
the ingredients used in the product are the major concern in this age. Proposed
Touch points like an app with multiple features, derma network, live
interactions, category specific communities, a campaign with micro detailing via
multiple digital channels, remarketing and monitoring techniques that can be
presented via Google Analytics.
# Team 5 - Bubbly: IIM Bangalore
Started off with the latest trends and innovations
in digital and beauty market. Recommended a product “Sensoband”, a digital
wearable gadget to monitor lifestyle and habits. Launching an app named “PERMA”,
which supports the Sensoband, and has different features including Skin scan,
recommendations, etc. Viral Campaign: based on the theme “Are you Sensitive?” which
can make La Roche Posay closer to its target audience.
# Team 6 - Triple S: SCMHRD
Started with a primary and secondary research of the
dermocosmetics market and followed it with competitor and SWOT analysis. Plan
of launching a campaign named “Why Cover Up when you can be Cover Girl?”
on the World Skin Health Day. Launch a Skin Deep beauty App along with
marketing by means of La Roche Posay bag and In-Flight brochure.
# Team 7 - SParsity: SPJAIN
Theme of the Campaign: #BeSensitiveBeStrong.
They suggested establishing a strong emotional connect addressing issues like
bullying. Also, the team defined competitor positioning with their research based
on inputs from dermatologists and professors. In order to increase awareness of
Sensitive VSkin, they planned to host customer engagement campaigns across
premium malls, using Virtual Reality technology for an experiential video.
# Team 8 - Northern Lights: SJMSOM
Started their presentation with introduction of
customers and stressed on the significance of 15 to 25 age segment and the
opportunity presented by this segment in the digital marketing sector. The team
then discussed Health and Beauty, Skincare and Dermocosmetics as market
segments with special focus on customer interaction in the segment. Their
strategy was based on the theme of MySkinFamily, supported by sub-themes
such as MySkinChampions and MySkinScheduler, which were proposed
to be implemented with campaigns such as #Welcomebacktocommunity and
MySkinStories. Summarized their theme with a futuristic idea in Virtual Reality
and its potential for La Roche Posay.
# Team 9 - Transcending Bizzare: JBIMS
The team started with Defined Market Segmentation
for the skin products and mapped them on the value matrix. They also mentioned
the constraints of the skin care products market like customer understanding,
geographical breakdown etc., stating how La Roche Posay can overcome them. They
have conducted strong primary research by engaging doctors and customers with
their secondary research about customer behavior. They suggested mobile gaming,
tie-ups with doctors, kiosks at airports to increase online and off line
promotion of La Roche Posay.
# Team 10 - Goal Crushers: SIBM,Pune
The team started their presentation with an
overview of La Roche Posay and an analysis of the dermocosmetics market along
with target consumer behaviour and competitor analysis. They used the concept
of Internet-of-Things paradigm through the use of a Digital Mirror. Gamification as a means
of marketing through the “Au-Naturel” app and use of Native Advertising
to advertise La Roche-Posay as a product .
Theme of the Campaign: “Take Your Skin Seriously”
# Team 11 - Empresarios: IIM Calcutta
Presented data on Skin Problem Influencers and their
effects followed by an analysis of Consumer preferences and patterns of usage. Analyzed
the various complements and substitutes to La Roche Posay Their theme was based
on the introduction of a Skinography App with features such as DermoConnect, Product
QR+ and MySkin Journal and creation of content on Social Media along with usage
of minimalist posters and infographics to portray the brand’s importance.
After the presentations were over, the judges applauded
the efforts put by each team and did admit that the teams did put them in a
spot while choosing the winner. Eventually, they decided to select 3 teams to qualify
for the National Finals. Triple S (SCMHRD), Goal Crushers (SIBM, Pune) and
Makhan Pao (NMIMS) were declared as national finalists for Brandstorm 2016.
Winners of West Zone Round |