beautyandgo:’ feed$your$skin · overview analysis(( alternaves(( recommendaon( implementaon(...
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Beauty and Go: Feed your skin
AUB Consul+ng: Mneimneh, Mira Abdelahad, Faten
Jawhar, Abd Samha, Elissar
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Overview Analysis Alterna9ves Recommenda9on Implementa9on Financials
An Idea that became a business
Fruits Macro An9oxidants
A Fresh juice with beauty
effect
An innova9ve idea but where does this product stand ? And what should we do to replicate success in Spain and England ?
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Overview Analysis Alterna9ves Recommenda9on Implementa9on Financials
External Analysis Internal Analysis
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Overview Analysis Alterna9ves Recommenda9on Implementa9on Financials
Juice Industry Analysis
• Low margins and low prices • Focus on large volume sales • Distributed in the retails
• High Bargaining power of retailers • Special distribu9on channels
• Lower shelf life for fresh products
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Overview Analysis Alterna9ves Recommenda9on Implementa9on Financials
Beauty industry analysis
• High margins • Distributed in SPAs, Hotel, and luxury bou9ques • Has longer shelf life • Requires a specialized communica9on strategy • Highly affected by consumer spending paMerns
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Overview Analysis Alterna9ves Recommenda9on Implementa9on Financials
External Analysis Internal Analysis
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Overview Analysis Alterna9ves Recommenda9on Implementa9on Financials
Strengths
• A diversified experience and capaci9es of the three companies • A strong culture of innova9on and R&D in the three companies • First drinks in the word with a formula that includes MACRO ANTIOXIDANT à First mover advantage • Key ingredient is protected by patent • New range has been dermatologically tested
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Overview Analysis Alterna9ves Recommenda9on Implementa9on Financials
Weaknesses
• Lack of focus on the posi9oning of the product
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Overview Analysis Alterna9ves Recommenda9on Implementa9on Financials
Opportuni?es
• “Beauty from within drinks” is a growing trend in the market • Great poten9al for growth in Europe, US and ASIA • Huge market opportuni9es of online sales • Con9nuous innova9on and introduc9on of new products.
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Overview Analysis Alterna9ves Recommenda9on Implementa9on Financials
Threats
• The product is not yet substan9ated by the EFSA Claimsà Retailers won’t sell it • The taste might not appeal to all their target market, specifically in various cultures and geographic loca9ons
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Overview Analysis Alterna9ves Recommenda9on Implementa9on Financials
WE ARE NEITHER A JUICE NOR A COSMETICS PRODUCT, WE ARE BEAUTY & GO!
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Overview Analysis Alterna9ves Recommenda9on Implementa9on Financials
Posi?oning
Focus on a niche segment: • Target the elite women at premium food stores, H&B retailers, SPAs, GYMS, hotels, beauty salons.
Target different market segments: • Reaching wider range of customers with different products through different channels
Target Mass market • Reach everyone through cheaper channels
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Overview Analysis Alterna9ves Recommenda9on Implementa9on Financials
Focus on a niche segment
• Directly meet targeted customer
• Higher profit margins • Access to luxury H&B through Nina Storms and NB
• Smaller Market à ‘lifestyle’ objec9ve delayed
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Overview Analysis Alterna9ves Recommenda9on Implementa9on Financials
Target different market segments
• Reaching more customers
• Benefit from AMC rela9onship with retailers
• No clear posi9oning in mind of consumers
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Overview Analysis Alterna9ves Recommenda9on Implementa9on Financials
Target different market segments
• Economies of Scale à Cost Benefits
• Benefit from partners with retailers
• High risky à it is not a commodity
• Lot profit margins
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Overview Analysis Alterna9ves Recommenda9on Implementa9on Financials
Target a niche market
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Overview Analysis Alterna9ves Recommenda9on Implementa9on Financials
Where to go ?
• Europe through NINA storm • USA through NB • Middle east through partners same as ASIA
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Overview Analysis Alterna9ves Recommenda9on Implementa9on Financials
Marke?ng and pricing
• Increase boMle price to 5 Euros • Do a 6 boMles weekly bundles • Increase exposure on new magazine (Cosmopolitan) • Organize events • Celebri9es • Two way communica9on channels • TV Shows • PR/social media ( Facebook, twiMer, Instagram)
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Overview Analysis Alterna9ves Recommenda9on Implementa9on Financials
Channels
• Luxury websites (Net-‐a-‐Porter) • Mobile App, preset weekly orders • Health and beauty center ( NB and Nina Storms) • Coffee Shops • Premium Food stores (Stand Alone)
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Overview Analysis Alterna9ves Recommenda9on Implementa9on Financials
Time line
Year 1 Year 2 Year 3
Redesigning Social media + mobile App
New Adver9sing in EU
New adver9sing campaign in US
Establish addi9onal partnerships in Asia
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Overview Analysis Alterna9ves Recommenda9on Implementa9on Financials
Costs
Cost
Redesigning Social media + mobile App
100, 000 euros
New Adver9sing in EU • Celebri9es • Documentaries • Shows • Events
2,000,000 euros
New adver9sing campaign in US • Talk shows • Online ad
500,000 euros
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Overview Analysis Alterna9ves Recommenda9on Implementa9on Financials
Assump?ons
• Increase price from 3 Euros to 5 Euros • Promo9onal costs are propor9onal to the sales • We are going to meet 50% of the sales of retails stores • Our customers will buy 25% of Beauty and Go through online sales and 25% through Spa, Gym, Hotels, Beauty Salons.
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Overview Analysis Alterna9ves Recommenda9on Implementa9on Financials
-‐
5,000
10,000
15,000
20,000
25,000
2016 2017 2018 2019 2020
Figures in 1,000 Eu
ros
Financial Projec9on
Revenues Costs Promo9onal Costs Net Income