Direct & Digital Plan

INTRODUCTION

Co-founded in Sweden in 1967 by Jonas and Robert af Jochnick

and Bengt Hellsten, Oriflame is a beauty company selling direct in
more than 60 countries.

Oriflames portfolio contains Swedish, nature-inspired, innovative

beauty products is marketed through approximately 3 million
independent Oriflame Consultants.

Oriflames annual sales are around 1.3 billion.

It has more than 3 million Consultants, selling the products

through Direct Marketing.

Oriflame has approximately 7,000 employees globally.

Oriflame has a product range of approximately 1,000 products.

With production units in Poland, China, Russia and India.

Operations in more than 60 countries of which12 are franchises.

ABOUT THE BRAND

Vision
To be the #1 Beauty Company Selling Direct.

Mission Statement
To fulfil dreams.

Differentiation:

Oriflame offers high-quality products that leverage the

best of nature, science and the offerings Swedish origin.

Brand Attributes :

Accessible
Natural
Progressive
Trustworthy
PRODUCT OFFERING

Oriflame is continuously developing

a strong and customer-relevant
product portfolio with reduced
complexity, focusing on the core
categories Skin Care and Wellness.

Today, #1 European beauty

company
selling with a 50 years of
experience.
PRODUCT OFFERING

It has a broad product

offering that spans
over 6 categories :

Skin Care
Colour Cosmetics
Fragrance
Personal
Hair Care
Accessories
Wellness
ORIFLAME IN PAKISTAN
DIRECT SELLING THROUGH RECRUITS

Oriflame sells direct, by marketing

products directly to the customer, outside
the traditional retail environment.

Products are often offered at in-home

demonstrations, parties, in the workplace
or simply shared amongst friends and
family.

This distribution cut out all middlemen

such as wholesalers, advertisers and
retailers, replacing them with
independent Consultants.

This way the distribution chain is

shortened and consultant earn margins.
DIRECT SELLING THROUGH RECRUITS

Oriflame calls its consultants their

BUSINESS PARTNERS.

The consultants get 20% discount

on every product he/she buys and
this way they keep 20% in their
pockets by selling product to others
on actual price.

If any target achieved they get

promoted to different levels which
give them the chance to earn more
commissions, travel nationally and
internationally to get more exposure
to important events and
celebrations.
ORIFLAME - COMPETITORS IN PAKISTAN
ORIFLAME - CONSUMER INSIGHTS
ORIFLAME - CONSUMER INSIGHTS

OTHER ISSUES :

Lack of purchasing points

Often Oriflame Consultants faces the

difficulty of building the trust on products.

This is the biggest hurdle in reaching to the

monthly selling KPIs and targets

Customers are always skeptical about these

products

Customer feel that they are not getting value

for money

A unified brand image has not been built, the

only sales driver is the catalogue
ORIFLAME SEGMENTATION

GEOGRAPHIC DEMOGRAPHIC PSYCHOGRAPHIC BEHAVORIAL

World Region: Age: Social Class: Benefit:

More than 60 countries 15 to 50 years Middle to Upper Quality

SEC A+, A and B
Density: Gender: Attitude
Lifestyle:
Sub Urban to Urban Male and Females Positive
Achievers
Income:
Strivers and above
ORIFLAME SEGMENTATION

TARGET GROUP

Women purchasing products on the suggestion of sponsors at

the comfort of their homes or trusted salons

POSITIONING

Providing natural and original, Sweden-imported cosmetics that are free

from harmful chemicals like Mercury, and doesnt have side effects
 ORIFLAME S.W.O.T. ANALYSIS
STRENGTHS
Easily available products in residential areas, at
parlours and sold by people whom customers
know and trust.
Release catalogues frequently with offers on
products that provides further incentives.
Customers get help from sponsors who help them
as a consultant choose product according to their
skin type, climate etc.
Established brand name since 50 years.
Provides natural beauty products through an
independent sales force of over 3 million people.
E-commerce store delivering all over in Pakistan
WEAKNESSES
Lack of promotional activities through mass media.
Lack of awareness as compared to the competitors.
Cultural tension regarding the MLM* method of
marketing, many people think it as a spam and do
not trust consultants. This results in lower brand
health.
Depends on the network of individual sponsors on
most of its distribution and available in limited spots.
* Multi-level marketing is a strategy that some direct sales companies use to encourage
their existing distributors to recruit new distributors by paying the existing distributors a
percentage of their recruits' sales; the recruits are known as a distributor's "downline."
 ORIFLAME S.W.O.T. ANALYSIS

OPPORTUNITIES THREATS

Developing deeper distribution network through Aggressive price competition from local and
proper training, a maturer network of consultants. multinational players.

Possible expansion in rural areas through a Availability of cheap beauty products.

specifically priced portfolio, this will help Oriflame
in filling a huge gap by tapping the potential Presence of many established brands at one place
customers in the rural and semi-urban areas. in the stores thus giving customers variety.

Investing in R&D, launch of new products that are

climate-specific and designing products that are
more affordable for SEC C / Lower income groups.

Utilisation of Digital platforms, generating more

equity and sales by redirecting the customers from
social platforms to the E-Store.
Suggested Direct & Digital Strategy
FINDING OUT THE WHY, HOW AND WHAT

WHY
Oriflame should enhance the make its brand awareness and brand image?
Why should the company invest in advertising campaigns to increase awareness?

WHAT
should Oriflame do to attract and retain its sales force?
Other than the discounts and commission?

HOW
important is Digital advertising and marketing push for a
direct selling company like Oriflame and how it should be done?
CULTURAL TENSIONS AND THE BIG IDEA
CULTURAL TENSIONS AND THE BIG IDEA

CULTURAL TENSIONS BRANDS BEST SELF

BIG
IDEA
 DIRECT MARKETING IDEAS

AWARENESS

The Oriflame Academy

Many Oriflame Consultants working on higher levels arrange many training sessions for other
consultants and help them learn more about products and consultation but there is no unified platform
that can officially train and help the consultants in growing their skills as Beauty Experts.

Oriflame Academy will be a place where any interested person could be trained about skin care, hair,
makeup, personal care etc. and Oriflame Certification will be provided to such Beauty Experts.

This academy will also teach them how to sell and advertise the products effectively.

Since Oriflame is a Direct Selling Company, then these Oriflame Certified Experts will contribute
positively in making the general public aware of the brand, products, hair and skin care routines.

The Academy will bind the consultants in a 2 years contract, during which they will serve Oriflame as its
official brand ambassadors and workforce.
 DIRECT MARKETING IDEAS

ENGAGEMENT

The Oriflame Mobile Salons

Oriflame will then provide branded vans with a Salon

setup inside for two to three persons and a Product
Display. The quantity ratio of vans for male and
females could be 20% : 80% respectively.

These vans will be circulating in different areas of

urban and semi-urban areas.

Through this Mobile Salon, consultants could

demonstrate the product by providing skin, hair and
personal care related services and treatments to the
customers.

The people coming to the salons will be educated

about their skin/hair types and Oriflame products
complimenting with that certain types.
 DIRECT MARKETING IDEAS

ENGAGEMENT

Oriflame Stores

Oriflame retail points could be set up for the

consultants providing Oriflame products to the
registered and high-performing consultants on
credit and discounts.

This would be ideal for young entrepreneurs as they

will be working at their comfort level and will have
complete authority over the operations as long as
they comply by the guidelines and procedures and
complete their monthly selling KPIs.

Oriflame could sponsor the stores to consultants on

monthly retainer-ships.

Digital Augmented Beauty Mirrors/kiosks will be

placed inside these salons which will help the
customers choose make-up that compliments them.
 DIRECT MARKETING IDEAS

RETENTION

The Oriflame Mobile Salons

Oriflame will then provide branded vans with a Salon

setup inside for two to three persons and a Product
Display. The quantity ratio of vans for male and
females could be 20% : 80% respectively.

These vans will be circulating in different areas of

urban and semi-urban areas.

Through this Mobile Salon, consultants could

demonstrate the product by providing skin, hair and
personal care related services and treatments to the
customers.

The people coming to the salons will be educated

about their skin/hair types and Oriflame products
complimenting with that certain types.
DIGITAL & DIGITAL COMMUNICATION PHASES

Awareness Acquisition Affinity Advocacy

Brand Building Acquiring the right Making customer feel important, Converting
Product Offerings audience through customer excellence, strengthening the customers into

Instilling Strengths and precision targeting relationship, 2 way communication, brand advocates and

USPs engaging content generating word of

mouth

Development of strong Making the consultants reach
Oriflame Influencers among to the target audience through
the consultants effective tools such as
consultation, trainings and
database management
Reaching customers on
Mobile, keeping them up to
date with products, offerings
and events. Doing PR
activities to engage
costumers and consultants
Sponsoring beauty blogs and
gathering real time
testimonials and reviews to
strengthen brand image.
INFLUENCERS

Oriflame Consultants Through the Oriflame app, Consultants

(as a part of their could make their own videos, post them
training), should the Businesses are directly with he right kind of tagging
About 25 percent of post a lot of user- and message and they will be able to
all branded search making more than $6
generated content on each $1 spent on rate/review the products based on their
results is user- . experiences with it.
generated content influencer marketing
.

Influencers, brand Knowing who is

advocates, and even talking about your
employees are brand on social
talking about your media and building
Bloggers could Oriflame needs to relationships with
brand online. This is
be engaged to have brand them helps
called Word of Mouth
review the advocates,
products and influencers and
rate them. people talking
about it,
 D-WOM STRATEGY ON DIGITAL
WHAT?
Word of mouth is trigged when a customer
experiences something beyond what was
expected and shares their positives
experiences with their peers. Oriflame
Consultants should be very active on Category-
related digital communities.
The core of a D-WoM strategy is to utilize digital
marketing to create brand evangelists who will
spread positive reviews and recommendations on
an ongoing basis and create an environment to
facilitate this at every touch point.
WHY?
People trust people. Consumers are far more
likely to trust the opinions and reviews of their
peers rather than what a company says.
Recommendation from a trusted source, made
in a right way is an extremely powerful source
of marketing.
The plethora of online reviews that are available for
consumers to post feedback and comments means
theres no hiding place for brands. Oriflame must be
equipped with the right tools and approach with
data insight informing the most beneficial tactics
and channels in which to operate.
 DIGITAL PLATFORMS
PURPOSE :
MESSAGING AT SCALE &
PRECISION TARGETTING
Oriflame should use Paid
Facebook Advertising to
interact with a larger
audience or selected
groups (based on interests)
and to share its products/
services. Facebook Live for
events and tutorials.
FREQUENCY :
5-7 Posts/week
PURPOSE :
REAL TIME BRAND VOICE
Content in conjunction with
Facebook, Oriflame could
voice on the latest events in
real time, highlighting
product offerings, trending
campaigns, events etc.
FREQUENCY :
Daily
PURPOSE :
CORPORATE IDENTITY,
PROCURING INTERESTED PEOPLE
An employer-branded place to
manage corporate and professional
identity. New recruits and Academy-
related updates and placements could
be done through this network. Each
consultant could be invited to share
his profile, achievements, researches,
knowledge, insights and experiences
FREQUENCY :
Daily
PURPOSE :
INTERACTIVE MEDIUM, A PLATFORM
TO SHARE VIDEOS AND IMAGES
Oriflame will be sharing make-up and
treatment tutorials, educational videos
and testimonials / reviews.
Brand Influencers and ambassadors
could be engaged to develop trust-
building and trial-inducing content.
FREQUENCY :
Daily
 DIGITAL PLATFORMS
www
PURPOSE :
CORPORATE PRESENCE
AND E-STORE
Oriflame registered
consultants could order and
pay online or COD on the
behalf of their customers or
can have the products
delivered anywhere to the
customers.
SEO will be done to make
sure that users are
redirected and shown
Oriflame on the basis of a
diverse set of relevant
keywords.
PURPOSE :
NETWORK MANAGEMENT
& USER ENGAGEMENT
Oriflame registered
consultants could download
the apps tracking their orders,
managing their networks,
sharing interactive content
directly to the customers who
are targeted, database
building.
A separate augmented reality
app could be made to offer
the virtual testing of colour
cosmetics.
PURPOSE :
ENGAGING AND ROUTING
TARGET AUDIENCE TO THE
DESIRED POINT OF
SELLING OR POINT OF
INTEREST
Static Ads
Animated Ads (Standard)
Rich Media Ads (containing
videos, form submissions or
any other engaging activity)
Mobile Ads
App Install Ads
Website Click Ads
Dynamic Search
PURPOSE :
A PERSONAL MARKETING
MEDIUM USED TO RETAIN THE
SUBSCRIBERS BY KEEPING
THEM PERSONALLY UPDATED
Oriflame Cosultants could
send Personalised Messages
to inform and engage their
clients about the latest
products and offerings.
The mobile app could be used
to share the catalogues and
promotions massively.
Consultants will also have a
library of tutorials related to
color cosmetics, hair and skin
care etc. that they can share
with everyone.
 IMPLEMENTING D-WOM STRATEGY FOR ORIFLAME
SMARTER TARGETING
Media effectiveness and efficiency requires
precision targeting to enhance persons
experience and deliver more personalised
communications at the right channel at the right
time through:
In- depth fan profiling
Precise TG selection for each promoted post
Making Customer database
Setting subjective campaign
Content relevance
Behavioral targeting
Targeting influencers and loyalists, those
with a higher propensity to share and spread
brand messages and promotions.
Adopting social media analytics to measure
mentions and the online conversation and
using this data to feedback, respond in real
time and shape strategy.
Targeting look alike customers who are with
rival companies who may be dissatisfied with
their products or services may just cause
people to switch brands and become brands
evangelists.
 IMPLEMENTING D-WOM STRATEGY FOR ORIFLAME

BEING MORE PERSONAL

Building two way dialogue. Not just talking Engaging

at them, talking with them.
Integrated
Rewarding customers who refer friends Communication
and recommend products and services. TG specific
Focusing on getting customers to leave Personalized
more reviews. Communication

Making customers feel special and

delighting them with more personalized
Rewarding
Always on
offerings, engaging content and funnelling
them into becoming brand advocates.
Consistent
 IMPLEMENTING D-WOM STRATEGY FOR ORIFLAME

Brand/
BE MORE INTERESTING Product
Centric
Beauty Testimonials,
Consultation Endorsements

Engaging Enticing Relevant

Celebrity Infotainment,
Endorsements Current Events

Social videos are eating the world. Videos are

emerging as the most effective engagement tool CONTENT THEMES

Periscope, Snap chat stories, Facebook Bloggers/

Lifestyle
PR/ KOLs
suggested Videos, dedicated video feed, and
the LIVE option is increasing consumers
propensity to share thus positively
contributing to D-WoM plan. Incentivized
Tutorial Videos
and strategic
Campaigns
placemets
 IMPLEMENTING D-WOM STRATEGY FOR ORIFLAME
BUZZ VIRAL
MARKETING MARKETING
. .
Using high-profile Creating entertaining or
entertainment or informative messages
news to get people to that are designed to be
talk about your brand. passed along in an
exponential fashion, often
electronically or by email.
PRODUCT INFLUENCER
SEEDING. MARKETING
.
Placing the right product Identifying key communities
into the right hands at and opinion leaders who
the right time, providing are likely to talk about
information or samples products and have the
to influential individuals. ability to influence the
opinions of others.
COMMUNITY
MARKETING
Forming or supporting niche
communities that are likely to
share interests about the brand
(such as user groups, fan clubs,
and discussion forums); providing
tools, content, and information to
support those communities.
CONVERSATION
CREATION
Interesting or fun
advertising, emails, catch
phrases, entertainment, or
promotions designed to
start word of mouth
activity.
GRASS
ROOTS
MARKETING.
Organising and motivating
volunteers to engage in
personal or local outreach.
BRAND
BLOGGING
Interesting or fun
advertising, emails, catch
phrases, entertainment, or
promotions designed to
start word of mouth activity.
EVANGELIST
MARKETING.
Cultivating evangelists,
advocates, or volunteers
who are encouraged to
take a leadership role in
actively spreading the
word on your behalf.
REFERRAL
Creating tools that
enable satisfied
customers to refer
their friends.
CONCLUSIONS