Eureka! It s a business

Transcription

1 Eureka! It s a business Beauty & Go PORTO BUSINESS SCHOOL Team PBS Silvia Duarte Rui Rosas Francisco Cudell Pedro Vilas Boas

2 Challenge Analysis Recommendations Challenges How you should prioritize markets and distribution channels to maximize the potential of the products and the JV?

3 Challenge Analysis Recommendations Challenges What product, pricing and marketing/ communication strategies would be optimal for each of the markets/ channels you think we should pursue?

4 Challenge Analysis Recommendations We identified the following key issues 1 The Brand is not recognized in the new markets 2 The positioning is not yet clear between heath and beauty or food and beverage

5 Challenge Analysis Recommendations AGENDA Analysis Recommendations Financial Impact Risks Implementation Plan

6 Analysis

7 Challenge Analysis Recommendations Who are you? JV between 3 companies AMC Group Natura Bisse Danku Product that can Revolutionize beverage market

8 Challenge Analysis Recommendations Who are you? JV between 3 companies AMC Group Natura Bisse Danku Product that can Revolutionize beverage market You sell a product that gives health and wellbeing, with proven influence on skin

9 Challenge Analysis Recommendations And who are the Players in the Beauty & Go JV AMC (33%) Powerful player in beverages R&D Innovation award winning company Strong worldwide supply chain DANKO (33%) NATURA BISSE (33%) Innovation Health connection Fashion and marketing Exclusive Points of sales Prestigious SPA s & Hotels Movie stars Internet expert new markets Investor Active disruptive innovations Powerful connection that will help achieve the omni-channel approach

10 Challenge Analysis Recommendations What does Beauty & Go Stand for? Health Health trends are going global Premium Product Product that offers better skin Innovation MacroAntioxidants Lifestyle Health and beauty

11 Challenge Analysis Recommendations What does Beauty & Go Stand for? Health Health trends are going global Premium Product Product that offers better skin Innovation MacroAntioxidants Lifestyle Health and beauty A completely new product that tackles the new and growing need for health conscious living with better skin

12 Challenge Analysis Recommendations Let s take a deeper look into your product Sales Creams and Lotions Juices Beauty & Go Time A differentiated innovative product that combines health and looks

13 Challenge Analysis Recommendations From a macro view this is the actual situation Political / Economical Environment Social Technological Different taxation policies between countries Greater concern regarding health and beauty issues in Asia Need to be informed consumers demand complete information about the product Connection to technology is imperative Consumers are constantly connected

14 Challenge Analysis Recommendations Let s take a deeper look into your industry Consumer power Supplier power Rivalry Very High - consumer is the key High - Retailers have considerable power Not yet existent The innovations are protected by patents Need to be active in marketing and bear in mind that patents will expire

15 Challenge Analysis Recommendations Who is your target consumer? Gender Female Age Between 26 and 60 years old Economic power Lifestyle Available disposable income Health trendy living Social Class Medium high

16 Challenge Analysis Recommendations Who is your target consumer? Gender Female Age Between 26 and 60 years old Economic power Lifestyle Available disposable income Health trendy living Social Class Medium high Target market is successful and effective. But should you open your target to new consumers?

17 Challenge Analysis Recommendations Let s analyze the new consumer Gender Male Age Between 30 and 55 years old Economic power Lifestyle Available disposable income New concern with looks, and status Social Class Medium high

18 Challenge Analysis Recommendations Let s analyze the new consumer Gender Male Age Between 30 and 55 years old Economic power Lifestyle Available disposable income New concern with looks, and status Social Class Medium high With this new approach, the Beauty and Go will achieve a broader segment

19 Challenge Analysis Recommendations What are the Market trends Programmatic advertising Omni-channel approach to the market Health trend lifestyle Me centric ROPO research online / offline purchase offline / online IOT internet of things These trends must be tackled in order to achieve the desired goals

20 Challenge Analysis Recommendations Summing Up 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

21 Recommendations

22 Challenge Analysis Recommendations We identified the following key issues 1 The Brand is not recognized in the new markets 2 The positioning is not yet clear between heath and beauty or food and beverage

23 Markets Alternatives Markets Potential Growth Risks Health Concern Disposable income Results USA China Other EU Africa South America Russia

24 Markets Alternatives Markets Potential Growth Risks Health Concern Disposable income Results USA China Other EU Africa South America Russia

25 Pillars to grow Supply Chain Marketing Mix Distributors Channels Point of Sale Product Price Place Promotion Anytime Everywhere Caring of U

26 Pillars to grow Supply Chain Marketing Mix Distributors Channels Point of Sale Product Price Place Promotion Anytime Everywhere Caring of U

27 Anytime Everywhere Distributors Channels Point of Sale Use Natura Bisse distributors network for USA, China and Spain markets

28 Anytime Everywhere Distributors Channels Point of Sale Use Natura Bisse distributors network for USA, China and Spanish markets Use Danku distributors network for UK and other European countries (Germany)

29 Anytime Everywhere Distributors Channels Point of Sale Use Natura Bisse distributors network for USA, China and Spanish markets Use Danku distributors network for UK and other European countries (Germany) Create Distribution Centers in USA (New Jersey) and China (Xangai)

30 Anytime Everywhere Distributors Channels Point of Sale Use Natura Bisse distributors network for USA, China and Spanish markets Use Danku distributors network for UK and other European countries (Germany) Create Distribution Centers in USA (New Jersey) and China (Xangai) Capitalize on Joint Venture partners

31 Anytime Everywhere Distributors Channels Point of Sale Use a Brick & Click strategy

32 Anytime Everywhere Distributors Channels Point of Sale Use a Brick & Click strategy Omni-Channel approach

33 Anytime Everywhere Distributors Channels Point of Sale Use a Brick & Click strategy Omni-Channel approach One single Brand in every channel

34 Anytime Everywhere Distributors Channels Point of Sale Premium Department Store (China -Wanda; USA- Bergdorf Goodman and Barneys)

35 Anytime Everywhere Distributors Channels Point of Sale 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)

36 Anytime Everywhere Distributors Channels Point of Sale 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

37 Anytime Everywhere Distributors Channels Point of Sale 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

38 Pillars to grow Supply Chain Marketing Mix Distributors Channels Point of Sale Product Price Place Promotion Anytime Everywhere Caring of U

39 Caring of U Product Place Promotion Promotion WHAT Beauty & Go shots

40 Caring of U Product Place Promotion Promotion WHAT Beauty & Go shots HOW 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

41 Caring of U Product Place Promotion Promotion WHAT Beauty & Go shots HOW 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 Daily Uni Dose

42 Caring of U Product Place Promotion Promotion WHAT Black Packaging Product with different flavors for men

43 Caring of U Product Place Promotion Promotion WHAT Black Packaging Product with different flavors for men WHAT Keep Traditional Beauty & Go products but launch new flavors with seasonal and special events to be sold on department stores

44 Caring of U Product Place Promotion Promotion WHAT Black Packaging Product with different flavors for men WHAT Keep Traditional Beauty & Go products but launch new flavors with seasonal and special events to be sold on department stores Embrace Men Healthy and Stylish Trend

45 Caring of U Product Place Promotion Promotion WHAT Launch the Flagship Store inspiring well being and relaxation

46 Caring of U Product Place Promotion Promotion WHAT Launch the Flagship Store inspiring well being and relaxation HOW Make the Biometric sensor available within store for skin evaluation customers will note product effect Personal Health and Care advisor in store

47 Caring of U Product Place Promotion Promotion WHAT Launch the Flagship Store inspiring well being and relaxation HOW Make the Biometric sensor available within store for skin evaluation customers will note product effect Personal Health and Care advisor in store Differentiated Customer Experience

48 Caring of U Product Place Promotion Promotion WHAT Web-Site

49 Caring of U Product Place Promotion Promotion WHAT Web-Site HOW E-commerce platform (Magento) Blog about LifeStyle with personal tips

50 Caring of U Product Place Promotion Promotion WHAT Web-Site HOW E-commerce platform (Magento) Blog about LifeStyle with personal tips Customer Relationship Management (CRM) Customer Convenience and Improved Value Proposition

51 Caring of U Product Place Promotion Promotion WHAT Ambassadors for USA and Chinese Market

52 Caring of U Product Place Promotion Promotion WHAT Ambassadors for USA and Chinese Market WHO USA Brad Pitt and Angelina Jolie China Andy Lau and Fang Bingbing

53 Caring of U Product Place Promotion Promotion WHAT Ambassadors for USA and Chinese Market WHO USA Brad Pitt and Angelina Jolie China Andy Lau and Fang Bingbing Brand Awareness and Market Penetration

54 Caring of U Product Place Promotion Promotion WHAT Adopt a Programmatic advertisement strategy

55 Caring of U Product Place Promotion Promotion WHAT Adopt a Programmatic advertisement strategy WHY Foster Omni-Channel approach More effective cost control and advertisement placing

56 Caring of U Product Place Promotion Promotion WHAT Adopt a Programmatic advertisement strategy WHY WHY Foster Omni-Channel approach More effective cost control and advertisement placing Contract a Marketing Advertisement agency that know both markets

57 Caring of U Product Place Promotion Promotion WHAT Adopt a Programmatic advertisement strategy WHY WHY Foster Omni-Channel approach More effective cost control and advertisement placing Contract a Marketing Advertisement agency that know both markets Efficient Marketing Campaign

58 Caring of U Product Place Promotion Promotion WHAT Augment reality in product packaging

59 Caring of U Product Place Promotion Promotion WHAT Augment reality in product packaging WHY Foster brand Engagement and inform customers about products qualities

60 Caring of U Product Place Promotion Promotion WHAT Augment reality in product packaging WHY Foster brand Engagement and inform customers about products qualities Brand Engagment

61 Caring of U Product Place Promotion Promotion WHAT Beauty & Go APP

62 Caring of U Product Place Promotion Promotion WHAT Beauty & Go APP WHY Allow e-commerce shopping Loyalty card included Biometric sensor to evaluate skin Align with Trend

63 Caring of U Product Place Promotion Promotion WHAT WHAT Sponsor Festivals (Coachella) and Fashion shows (NY fashion week) Community Manager to ensure social media communication aligned with brand Brand Awareness

64 Caring of U 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 HOW Shots to be sold only online and flagship Not misleading customer

65 Challenge Analysis Recommendations Challenges How you should prioritize markets and distribution channels to maximize the potential of the products and the JV?

66 Challenge Analysis Recommendations Challenges What product, pricing and marketing/ communication strategies would be optimal for each of the markets/ channels you think we should pursue?

67 Challenge Analysis Recommendations We identified the following key issues 1 The Brand is not recognized in the new markets 2 The positioning is not yet clear between heath and beauty or food and beverage

68 Pillars to grow Supply Chain Marketing Mix Distributors Channels Point of Sale Product Price Place Promotion Anytime Everywhere Caring of U

69 Financial Impact

70 Financials Risks & Plan Assumptions

71 Financials Risks & Plan Investments

72 Financials Risks & Plan OPEX

73 Financials Risks & Plan NPV Pay Back Period: 1,3 years NPV: 5 mi

74 Risks

75 We identified the following Risks 1 Risks Failure in entering in China different culture Mitigation Ensure you have a local partner that understands the culture Impact probability 2 Price misleading - online Assume the riskcostumer know the geographic distances and realities 3 Identified ambassadors may not be available List other options Challenge Analysis Recommendations Financials Risks && Plan

76 Implementation

77 Financials Risks && Plan Building the future Implementation Plan Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Any time any where enter in china enter in usa Distibuition centers Premium stores Airlines partnerships Caring of U beauty and go shots Men new line New Flavour Ecommerce Ambassador Aumentaed reality festivals Evaluation points in the strategy

78 Summing up

79 Pillars to grow Supply Chain Marketing Mix Distributors Channels Point of Sale Product Price Place Promotion Anytime Everywhere Caring of U

80 Challenge Analysis Recommendations Challenges How you should prioritize markets and distribution channels to maximize the potential of the products and the JV?

81 Challenge Analysis Recommendations Challenges What product, pricing and marketing/ communication strategies would be optimal for each of the markets/ channels you think we should pursue?

82 Challenge Analysis Recommendations We identified the following key issues 1 The Brand is not recognized in the new markets 2 The positioning is not yet clear between heath and beauty or food and beverage