View
220
Download
0
Category
Preview:
Citation preview
Monica Flores de Turner Naomi Masangu
Xuzhen Zhao Georgette Perkin-Moss
Alexandra Pescador
• Executive Summary • The Challenge • Situation Analysis • Swot • Marketing Strategy • Projections • Conclusion
Table of Contents
Background History
2
1984 Burt’s Bees first start as an American Dream of entrepreneurship
2007 Sold to Clorox Company for $925 million in cash
Background History 2008 Great Global Recession
3
2011 Not meeting projected expectations
2013 Inflation, slower growth
Implementation of a New Strategy
The Challenge Differentiation between Clorox company and Burt’s Bees
3
Product differentiation in an elastic market
Law and Regulations
Taking advantage of opportunities
Situation Analysis • Company:
– Burt Shavitz and Roxanne Quimby founded Burt’s Bees in 1984 in Maine.
– They gained local success with their earliest and most popular product which were candles.
– Moved on to making other products such as: lip balms, soaps, and perfumes.
– In 1993 Quimby bought out Burt Shavitz.
– The Clorox Company buys Burt’s Bees for an estimated $925 million in 2007.
– In 2012 Burt’s Bees reported sales of $242 million a 7% increase from the prior year.
Future Goals • Burt’s Bees ultimate goal is
to become the greenest personal care company they hope to achieve this by the year 2020.
• By 2020, Burt’s Bees want to be carbon free and produce their products on 100% renewable energy and have no landfill waste.
Operational Footprint Reduction
Reviewed by Ernst & Young LLP. Greenhouse gas emissions and energy consumption percentages reflect U.S. only.
Our Customers
The Greenies: Buyers who are eco-friendly they like to purchase natural and organic products.
The Addicts: Our most loyal customers, they are our biggest advocates either by word of mouth or on social media.
Vanity Fairs: Buyers who purchase based on smell, taste, and looks. Usually teenage girls or young women in their 20’s. Usually our bloggers.
Our Competitors • Aveeno and Neutrogena
are two of our biggest competitors.
• Both companies are owned by Johnson and Johnson.
• They had combined sales of $3.6 billion in 2012.
• Very respected brands because of their good products and effective advertising campaigns.
SWOT Analysis Strengths : • Loyal customers • Committed with the
environment • High market share • Supply chain
Weaknesses : • High price point • Low brand awareness
Opportunities : • Emerging markets and
expansion abroad • Online sales • Innovation
Threats : • Low price competitors
or imports • External changes
PEST Analysis Political and legal Alliances with farmers and apiarists’ in the fight against pesticides that are killing bees colonies which are a key not only for Burt’s Bees products but for agricultural and society benefit under “The Greater Good”
Economical Under the recession and an elastic market on the skincare industry, Burt’s Bees is thriving by the new global trend and social healthier lifestyle of natural and environmental friendly products.
Social and Cultural Megatrends of health and wellness, sustainability, and eco-friendly products are values that customers are looking in today’s society. Burt’s Bees does it by transparency in core values and commitment to their customers, planet and stockholders.
Technology Capitalizing on social media, Burt’s Bees have been able to educate and engage with not only future consumers but turning them into fans and loyal costumers.
Environmental Analysis
Economical
Social and Cultural
Technology
Recession and elastic market
Alliances with farmers and apiarists’ “The Greater Good”
Political and legal
Megatrends: health, environment
Social Media: Facebook, Twitter, etc.
MARKETING PLAN 4 (P’S) PROMOTION q SALES PROMOTION • Sales discounts in the retail stores, pharmacy,
supermarket • Personal selling q PUBLIC RELATIONS • Showing that not only regular people uses Burt’s Bees • Use celebrities like Julian Ramsey to talk
about the products on their shows q SOCIAL MEDIA-TWITTER, FACEBOOK,
YOUTUBE • Get the BUZZ going by offering coupons or
samples on these channels q 5K RUNS • Offer sample products
PLACE (DISTRIBUTION)
CURRENTLY SOLD IN q PHARMACIES q RETAIL STORES q ONLINE q SUPERMARKETS
SUGGESTED ADDITION DISTRIBUTION q KIOSK IN MALLS
• TARGETING • POSITIONING • CUSTOMER COMMUNICATION
SEGMENTATION STRATEGY
• LOW INCOME CLASS: Salary Less than $ 20,000
• MIDDLE CLASS: Salary between $20,000 to $100,000
• UPPER MIDDLE CLASS: Salary between$100,000 to $150,000
• UPPER CLASS: Salary of $150,000 or more
TARGETING
• LOW INCOME: Product with a cheap price • MIDDLE CLASS: Product used daily with
slightly low price • UPPER MIDDLE CLASS: Product with high
quality but higher price • UPPER CLASS: Customize product
POSITIONING
• LOW INCOME: Send samples for try
• MIDDLE CLASS: PromoBon and coupon
• UPPER MIDDLE CLASS: Have more retail stores and have sales people to introduce products
• UPPER CLASS: Host special event
CUSTOMER COMMUNICAYION
Recommended