Eureka ! It’s a business - · PDF fileMarketing Mix Product Price Place Caring of U Promotion Recommendations . ... Airlines Company – Fly Emirates, Qatar Airways, Singapore and

Eureka ! It’s a business Beauty & Go

PORTO BUSINESS SCHOOL Team PBS Silvia Duarte Rui Rosas Francisco Cudell Pedro Vilas Boas

Challenge Analysis Recommendations Financials Risks & Plan

Challenges

How you should prioritize markets and distribution channels to

maximize the potential of the products and the JV?

Challenge


Challenges

What product, pricing and marketing/communication strategies would be

optimal for each of the markets/channels you think we should pursue?

Challenge


We identified the following key issues

The Brand is not recognized in the new markets 1

The positioning is not yet clear between heath and beauty or food and beverage

2

Challenge


AGENDA

Challenge

Analysis

Recommendations

Financial Impact

Risks

Implementation Plan

Analysis


Who are you?

Analysis

JV between 3 companies AMC Group Natura Bisse Danku

Product that can Revolutionize beverage market


Who are you?

Analysis

JV between 3 companies AMC Group Natura Bisse Danku

You sell a product that gives health and wellbeing, with proven influence on skin

Product that can Revolutionize beverage market


And who are the Players in the Beauty & Go JV

Analysis

Powerful connection that will help achieve the omni-channel approach

AMC (33%) NATURA BISSE (33%)

DANKO (33%)

Powerful player in beverages R&D Innovation award winning company Strong worldwide supply chain

Innovation Health connection Fashion and marketing Exclusive Points of sales Prestigious SPA’s & Hotels Movie stars

Internet expert – new markets Investor Active disruptive innovations


What does Beauty & Go Stand for?

Analysis

Health Health trends are going global

Premium Product

Product that offers better skin

Innovation MacroAntioxidants

Lifestyle Health and beauty


What does Beauty & Go Stand for?

Analysis

A completely new product that tackles the new and growing need for health conscious living with better skin

Health Health trends are going global

Premium Product

Product that offers better skin

Innovation MacroAntioxidants

Lifestyle Health and beauty


Let’s take a deeper look into your product

Analysis

A differentiated innovative product that combines health and looks

Creams and Lotions

Juices

Beauty & Go

Sales

Time


From a macro view this is the actual situation

Analysis

Political / Economical Different taxation policies between countries

Environment Greater concern regarding health and beauty issues in Asia

Social Need to be informed – consumers demand complete information about the product

Technological Connection to technology is imperative Consumers are constantly connected


Let’s take a deeper look into your industry

Analysis

Consumer power Very High - consumer is the key

Supplier power High - Retailers have considerable power

Rivalry Not yet existent – The innovations are protected by patents

Need to be active in marketing and bear in mind that patents will expire


Who is your target consumer?

Analysis

Gender Female

Age Between 26 and 60 years old

Economic power

Available disposable income

Lifestyle Health trendy living

Social Class Medium high


Who is your target consumer?

Analysis

Target market is successful and effective. But should you open your target to new consumers?

Gender Female


Economic power


Lifestyle Health trendy living



Let’s analyze the new consumer

Analysis

Gender Male


Economic power


Lifestyle New concern with looks, and status



Let’s analyze the new consumer

Analysis

With this new approach, the Beauty and Go will achieve a broader segment

Gender Male


Economic power


Lifestyle New concern with looks, and status



What are the Market trends

Analysis

These trends must be tackled in order to achieve the desired goals

Programmatic advertising Omni-channel approach to the market Health trend lifestyle Me centric ROPO research online / offline purchase offline / online IOT internet of things


Summing Up

Analysis

S

W

O

T

Powerful supply chain

New brand and product not easily identifiable

Technology new male lifestyle

Different cultures in the world can change the consumer desires

Recommendations





2

Challenge


Markets Alternatives

Recommendations

Markets Potential Growth

Risks Health Concern

Disposable income

Results

USA + + +

+ +

+ +

+ +

9

China + + + + + + + + + + 10

Other EU + + + + + + 6

Africa - - -

- - - - - - - - - -12

South America + - - - - -3

Russia + + - - - + + + 2


Markets Alternatives

Recommendations

Markets Potential Growth

Risks Health Concern

Disposable income

Results

USA

+ + +

+ +

+ +

+ +

9

China + + + + + + + + + + 10

Other EU + + + + + + 6

Africa - - -

- - - - - - - - - -12

South America + - - - - -3

Russia + + - - - + + + 2


Pillars to grow

Supply Chain

Distributors Channels Point of Sale

Anytime Everywhere

Marketing Mix

Product Price Place

Caring of U

Promotion

Recommendations


Pillars to grow

Supply Chain


Anytime Everywhere

Marketing Mix

Product Price Place

Caring of U

Promotion

Recommendations


Anytime Everywhere

Recommendations


Use Natura Bisse’ distributors network for USA, China and Spain markets


Anytime Everywhere

Recommendations


Use Natura Bisse’ distributors network for USA, China and Spanish markets

Use Danku distributors network for UK and other European countries (Germany)


Anytime Everywhere

Recommendations




Create Distribution Centers in USA (New Jersey) and China (Xangai)


Anytime Everywhere

Recommendations




Create Distribution Centers in USA (New Jersey) and China (Xangai)

Capitalize on Joint Venture partners


Anytime Everywhere

Recommendations


Use a Brick & Click strategy


Anytime Everywhere

Recommendations



Omni-Channel approach


Anytime Everywhere

Recommendations



Omni-Channel approach

One single Brand in every channel


Anytime Everywhere

Recommendations


Premium Department Store (China -Wanda; USA-Bergdorf Goodman and Barneys)


Anytime Everywhere

Recommendations


Premium Department Store (China -Wanda; USA-Bergdorf Goodman and Barneys)

Flagship stores in major cities of each market (China – Xangai, Hong Kong and Beijing; USA – NY and Los Angeles; UK – London; Spain – Madrid and Barcelona) Trendy stores that inspire well-being and relax (Nespresso style)


Anytime Everywhere

Recommendations


Online – E-commerce through Brand Website

Hotel, Spa’s and Beauty salons (through Natura Bisse’)

Airlines Company – Fly Emirates, Qatar Airways, Singapore and Thai Airlines


Anytime Everywhere

Recommendations


Online – E-commerce through Brand Website

Hotel, Spa’s and Beauty salons (through Natura Bisse’)

Airlines Company – Fly Emirates, Qatar Airways, Singapore and Thai Airlines

Customer Convenience and Brand Awareness


Pillars to grow

Supply Chain


Anytime Everywhere

Marketing Mix

Product Price Place

Caring of U

Promotion

Recommendations


Caring of U

Recommendations

Product Place Promotion Promotion

WHAT Beauty & Go shots


Caring of U

Recommendations


WHAT

HOW

Beauty & Go shots

30 days Beauty & Go box (with IoT included) to be sold on flagship and online 30 units refill package to be sold on flagship and online Individual shots to be sold on flagship


Caring of U

Recommendations


WHAT

HOW

Beauty & Go shots

Daily Uni Dose

30 days Beauty & Go box (with IoT included) to be sold on flagship and online 30 units refill package to be sold on flagship and online Individual shots to be sold on flagship


Caring of U

Recommendations


WHAT Black Packaging Product with different flavors for men


Caring of U

Recommendations



Keep Traditional Beauty & Go products but launch new flavors with seasonal and special events to be sold on department stores

WHAT


Caring of U

Recommendations



Keep Traditional Beauty & Go products but launch new flavors with seasonal and special events to be sold on department stores

WHAT

Embrace Men Healthy and Stylish Trend


Caring of U

Recommendations


WHAT Launch the Flagship Store inspiring well being and relaxation


Caring of U

Recommendations



Make the Biometric sensor available within store for skin evaluation – customers will note product effect Personal Health and Care advisor in store

HOW


Caring of U

Recommendations



Make the Biometric sensor available within store for skin evaluation – customers will note product effect Personal Health and Care advisor in store

HOW

Differentiated Customer Experience


Caring of U

Recommendations


WHAT Web-Site


Caring of U

Recommendations


WHAT Web-Site

HOW E-commerce platform (Magento) Blog about LifeStyle with personal tips


Caring of U

Recommendations


WHAT Web-Site

HOW E-commerce platform (Magento) Blog about LifeStyle with personal tips Customer Relationship Management (CRM)

Customer Convenience and Improved Value Proposition


Caring of U

Recommendations


WHAT Ambassadors for USA and Chinese Market


Caring of U

Recommendations



WHO USA – Brad Pitt and Angelina Jolie China – Andy Lau and Fang Bingbing


Caring of U

Recommendations



WHO USA – Brad Pitt and Angelina Jolie China – Andy Lau and Fang Bingbing

Brand Awareness and Market Penetration


Caring of U

Recommendations


WHAT Adopt a Programmatic advertisement strategy


Caring of U

Recommendations



WHY Foster Omni-Channel approach More effective cost control and advertisement placing


Caring of U

Recommendations



WHY Foster Omni-Channel approach More effective cost control and advertisement placing WHY Contract a Marketing Advertisement agency that know both markets


Caring of U

Recommendations



WHY Foster Omni-Channel approach More effective cost control and advertisement placing

Efficient Marketing Campaign

WHY Contract a Marketing Advertisement agency that know both markets


Caring of U

Recommendations


WHAT Augment reality in product packaging


Caring of U

Recommendations



WHY Foster brand Engagement and inform customers about products qualities


Caring of U

Recommendations



WHY Foster brand Engagement and inform customers about products qualities

Brand Engagment


Caring of U

Recommendations


WHAT Beauty & Go APP


Caring of U

Recommendations


WHAT Beauty & Go APP

WHY Allow e-commerce shopping Loyalty card included Biometric sensor to evaluate skin

Align with Trend


Caring of U

Recommendations


WHAT Sponsor Festivals (Coachella) and Fashion shows (NY fashion week)

WHAT

Brand Awareness

Community Manager to ensure social media communication aligned with brand


Caring of U

Recommendations

Product Place Promotion Princing

WHAT Ideally have same price in all countries Different product sell online and flagship to avoid conflicts with department store sales

Not misleading customer

HOW Shots to be sold only online and flagship


Challenges



Challenge


Challenges



Challenge





2

Challenge


Pillars to grow

Supply Chain


Anytime Everywhere

Marketing Mix

Product Price Place

Caring of U

Promotion

Recommendations

Financial Impact


Assumptions

Financials


Investments

Financials


OPEX

Financials


NPV

Financials

Pay Back Period: 1,3 years

NPV: € 5 mi

Risks


We identified the following Risks

Risks & Plan

Risks Mitigation

Failure in entering in China – different culture

probability

Impa

ct

1

23

1 Ensure you have a local partner that understands the culture

Price misleading - online

Assume the risk- costumer know the geographic distances and realities

2

Identified ambassadors may not be available

List other options 3

Implementation


Building the future – Implementation Plan

Risks & Plan

Evaluation points in the strategy

Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4Any time any where

enter in chinaenter in usa

Distibuition centersPremium stores

Airlines partnershipsCaring of U

beauty and go shotsMen new lineNew FlavourEcommerceAmbassador

Aumentaed realityfestivals

2016 2017 2018 2019 2019

Summing up


Pillars to grow

Supply Chain


Anytime Everywhere

Marketing Mix

Product Price Place

Caring of U

Promotion

Recommendations


Challenges



Challenge


Challenges



Challenge





2

Challenge

Documents

Eureka ! It’s a business - · PDF fileMarketing Mix Product Price Place Caring of U Promotion Recommendations . ... Airlines Company – Fly Emirates, Qatar Airways, Singapore and