beautyandgo:’ feed$your$skin · overview analysis(( alternaves(( recommendaon( implementaon(...

Beauty and Go: Feed your skin

AUB Consul+ng: Mneimneh, Mira Abdelahad, Faten

Jawhar, Abd Samha, Elissar

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 ?


External Analysis Internal Analysis


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


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


External Analysis Internal Analysis


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


Weaknesses

•  Lack of focus on the posi9oning of the product


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.


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


WE ARE NEITHER A JUICE NOR A COSMETICS PRODUCT, WE ARE BEAUTY & GO!


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


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


Target different market segments

•  Reaching more customers

•  Benefit from AMC rela9onship with retailers

• No clear posi9oning in mind of consumers


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


Target a niche market


Where to go ?

•  Europe through NINA storm •  USA through NB •  Middle east through partners same as ASIA


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)


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)


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


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


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.


-‐

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

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