Nathan Morris, Rebecca Stephens,Max Roberts and Laura Jibson

Introduction

Mission StatementOur mission statement…

AAK

spire to produce unique skincare products

lways committed to our customers

ind to the environment at all times

Strategic Vision

Our strategic vision…

1. Develop a high-quality range of products

2. Streamlined communication with customers

3. Provide products which fulfil customer needs

4. Effective use of AAK’s expertise

5. Be viable and profitable in the current climate

PEST

• The UK is in a secure political position in comparison to other nations

• The Cosmetic Products Regulations 2010 must be adhered to

• Labelling requirements form a part of these regulations

Political

PEST

• Cosmetics accounted for 5.5% of UK retail sales in 2007

• Consumer confidence growing slowly

• Rising cost of VAT and oil poses difficulties for consumers and manufacturers

• Customers purchase small luxuries as replacement for larger ones

Economic

PEST

• Consumers increasingly concerned with safety credentials of cosmetics

• Increase in demand for organic and Fair Trade produce

• Generally long and hectic working days

Social

PEST

• Strong availability of automated production technologies

• Potential national and international coverage through the internet

• Boom in social networking offers opportunity for promotion

• Internet allows for effective communication to customers

Technological

Customer Profile

• Female over 25

• Hard-working professional

• Treat herself after work

• Shops online as well as in supermarkets

• Showers every day and bathes occasionally

Competition Audit

• A highly diversified market

• Luxury brands priced upwards of £11 per 100ml

• Middle-range brands priced at £3.50-10 per 100ml

• Value or own brand from as little as £0.50 per 100ml

PositioningLuxury

Middle

Value or Own Brand

Product Philosophy

• Luxury products at affordable and value-for-money pricing

• Fulfilment of customer requirements

• Reaction to customer feedback

• Promise of 100% natural ingredients, free from animal testing

RangeA range of vegetable oil-based bath and

shower products for various purposes and day-to-day uses…

• Each available in three sizes of 50ml, 100ml and 200ml

• 50ml retails at £6.95

• 100ml retails at £10.95

• 200ml retails at £16.95

Placement

• The ‘big four’ supermarkets and Waitrose

• A Natura online shop and direct telephone orders for customer convenience

• Must maintain our brand’s exclusivity

Promotion

• Full and half page advertising in national glossy magazines

• Customer samples

• Provide samples for cosmetics reviewers and bloggers

• An app for iPhone and iPad

• Trade fairs and exhibitions

• Introductory offers