The Customization Universe. Nyenrode Management Consultancy Team Welcomes Management board of Beauty & GO

Transcription

1 The Customization Universe Nyenrode Management Consultancy Team Welcomes Management board of Beauty & GO

2 Problem definition Challenge Brand positioning Market expansion Communication strategy Research question How should Beauty&Go prioritize markets and distribution channels and ensure that the product, pricing and marketing/communication strategy will penetrate the global market? Solution The customization universe

3 Way to success Beauty & Go aims to be pioneers in the nutricosmetics drinks market that will provide the world with new life style standards. Europe, Asia & middle east here we come Beauty & Go your lifestyle 17% increase of sales forecast Customization is the new luxury

4 Situational analysis Company Customer Industry trends Beauty & Go AMC NB DANKU Product development Product development Product development Nutrition knowledge Distribution hotels, spas, beauty salons Distribution online Production & logistics PR & Communication PR & Communication

5 Situational analysis Company Customer Industry trends Europe Modern Asia Middle East High spending anti-age Already present Present - facilities High spending + Danku anti-age Importance - Already of Skin present Successful - Present start facilities + Danku Importance of Beauty High focus Coming up facility - Difficulties in earlier launch - No production facilities - Uncontested market Europe Modern Asia Middle East - Importance of Skin - 93% market share of nutricosmetics - Importance of Beauty - High focus - Coming up facility - Difficulties in earlier launch - No production facilities - Uncontested market

6 Situational analysis Company Customer Industry trends Health & care, inside and outside Global beauty drinks sales of beauty drinks in retail +51% in 4 years Nutricosmetics Estimate market value of US$ 7.4 billion by 2020 Customization is the new luxury Online sale, retail is fading

7 Key assumptions 1 Tesco was not a success 3 You are strong pioneers and innovators Food retail chains will not be our focus Marketing communication strategy must be innovative as well 2 Luxury beauty stores was a success 4 Asia, Europe and Middle east are demanding your product Positioning and segment insights These markets have the greatest short-term market potential

8 Criteria Criteria Feasible Matching company s values Scalability Innovative

9 Alternatives The social media boost The local power The synergy creator No offline presence Celebrity vlogs Social media open door for buying Door to door selling A customized offline product offering We are everywhere Chase the demand Interactive customization platform High end customers

10 Alternatives Feasibility Inline with company values Scalability Innovative The social media boost The local power The synergy creator

11 Alternatives The social media boost The local power The synergy creator No offline presence Celebrity vlogs Social media open door for buying Door to door selling A customized offline product offering We are everywhere Chase the demand Interactive customization platform High end customers

12 THE STRATEGY Create a Beauty & Go Lifestyle Beauty comes in all sizes The Beauty & Go Positioning strategy Channels The Top Notch Design your own beauty A unique customization experience A desire to make people healthy, happy and to customize to their needs = Provide Luxury

13 Pillar 1: Beauty comes in all sizes Price Higher middle segment Higher segment Quality Beauty and go should become a Lifestyle

14 Pillar 1: Beauty comes in all sizes International Strategy Area Europe Modern Asia Middle East Pro s - High spending anti-age - Already present - Present facilities + Danku Con s Execution - Difficulties in earlier launch Bigger cities Online market - Importance of Skin - Successful start - Importance of Beauty - High focus - Coming up facility - No production facilities - Uncontested market Bigger cities Online market Successful? Yes Yes Yes Bigger cities Online market

15 Market Entrance Timeline Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Western Europe Modern Asia Middle East

16 Pillar 2: Channels ü Top notch selling points ü Luxury spa s ü High class warehouses ü Internet ü Personal selling

17 Pillar 3: Platform Unique platform Proactive needs identification system - Application - Personalized account - Knows your needs - Customize your drinks - Notifies you of your needs Website - Personalized offers - Customize per country - Use research to gather information - Adapt per country

18 Pillar 3: Platform Adapts to demographic needs Beauty & GO This bottle is adapted to YOU! Luxury is the new customization

19 Facts & Figures Current Forecasted Sales Growth 290% Initial Investment 2.2 Million Company Valuation 6.6 Million Ownership Structure Ownership Structure AMC Danku NaturaBisse

20 Assumptions Cost Structure remains the same 40 Total Sales Little additional investments shall be required New strategy will match or outperform current forecasts Worst Case Best Case

21 Investments 1. High End Positioning 0.7 Million Entering Western Europe 1.3 Million 3. Develop Online Customization Application 1.7 Million 3.7 Million

22 Additional Investments AMC 0.5 Million Ownership Structure NaturaBisse 0.5 Million Danku 0.5 Million 33.3 AMC Danku NaturaBisse

23 Sales Figures Significant forecasted online sales growth 17% increase in Sales Sales Channels Retail Stores Health & Beauty International Distribution Online

24 Risks Are we not too early? Taste satisfaction Niche market not too small?

25 Wrap-Up Beauty comes in all sizes The Beauty & Go Positioning strategy Create a Beauty & Go Lifestyle Channels The Top Notch Design your own beauty A unique customization experience A desire to make people healthy, happy and to customize to their needs = Provide Luxury

26 Thank you!

27 Questions

28 Additional Retail Stores Health & Beauty International Distribution Online Total Worst Case Best Case

29 Additional Investments AMC NaturaBisse Danku