Marketing Communications

242 CHAPTER 7 ADVERTISING

Table 7.8 Brand image of Biotherm in Germany

☺ Strengths Weaknesses

z Image/value z Rich and stable mental picture

z French endorsement

z Real consistency between fundamental values (naturalness,

purification, softness, sobriety) and their expression

through products (colours, smells, feel: lightness, etc.)

z Risk of being too insipid, featureless

z Product offer z Clear, readable instructive offering, complete, accessible

z Legitimacy for face and body

z Powerful hydration benefits, ‘intelligent’ freshness,

skin care, respect, softness, safety, calming

z Lack of distinct benefits

z Problem of product descriptions not

in German

z A d s z Lack of life, of movement,

of dynamism, of emotion

z Target z Woman aged 30–40, sweet, natural, young-minded,

rather sporty, healthy, easy-going

z Club biotherm not personalised

enough

Table 7.7 Composition of focus groups on the Biotherm brand image in Germany, Spain and France

France Paris 3 groups Spain Madrid 3 groups Germany Düsseldorf 4 groups

z 7 Biotherm users 25–35 years old

z 6 Clinique users 25–35 years old

z 6 Origins Aveda users 25–35 years old

z 7 Biotherm users 25–35 years old

z 7 Biotherm users 30–40 years old

z 6 Clinique users 25–35 years old

z 7 Biotherm users 20–30 years old

z 7 Biotherm users 35–45 years old

z 6 Clinique users 25–35 years old

z 6 Shiseido users 25–35 years old

products. Tables 7.7 – 7.10 give the composition of the focus

groups in Germany, France and Spain along with the results

of the survey. Although the composition of the groups was

similar in the three countries, the results differ in some

respects. For instance, while in Germany the brand is

accused of being featureless, in Spain consumers complain

about the origin of the brand and the water, and in France

the perception is that there is a lack of seduction, feminin-

ity and sensuality. In terms of product offering, German

consumers believe that there is a lack of distinct benefits,

and they complain that the product description is not in

German. French women feel that there is a lack of status

Table 7.6 Biotherm and the top three other brands in selected European countries and markets (2002) (percentages

are market shares)

Product category France % Germany % Italy % Spain %

Care Clarins 20.5 Shiseido 12.8 Shiseido 11.9 Lancôme 13.7

Lancôme 12.0 Biotherm 12.1 Lancôme 9.9 Clarins 10.3

Sisley 9.5 Lancôme 11.4 Lauder 9.9 Clinique 9.9

Biotherm 7.6 Clarins 8.3 Biotherm 5.9 Biotherm 9.4

Face care Clarins 16.4 Shiseido 15.0 Shiseido 12.6 Lancôme 14.6

Lancôme 12.7 Lancôme 10.7 Lauder 11.5 Lauder 11.3

Sisley 10.2 Lauder 8.9 Lancôme 10.4 Clinique 11.0

Biotherm 6.1 Biotherm 8.7 Biotherm 4.8 Biotherm 8.4

Body care Clarins 45.3 Biotherm 35.5 Clarins 29.2 Clarins 30.3

Biotherm 14.5 Clarins 14.8 Biotherm 13.1 Biotherm 20.4

Dior 8.6 Lancôme 14.1 Dior 7.9 Lancôme 9.6

Lancôme 6.0 Dior 5.8 Lancôme 7.4 Dior 6.0

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