your very own success story aymeric beard marc-andré bigras jennifer viscosi
TRANSCRIPT
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YOUR VERY OWN SUCCESS STORY
Aymeric BeardMarc-André Bigras
Jennifer Viscosi
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AGENDA
Part 1: Global Strategy Part 2: In depth Strategy
Mandate Recipe for Success Recommendation BudgetAnalysis Key Performance IndicatorsSuccess Story Risks and Mitigation
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MANDATE
To determine what P&G’s Hair Care Category Team’s biggest opportunities are in the next 5
years and how will they achieve them.
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RECOMMENDATION
To target the Asian and Latin American markets with existing products and develop
new organic products for the North American and European markets
Increase presence in Asia/Latin America
Expand portfolio of
products
Increase consumer base,
sales and market share
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L’ANALYSE
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P&G ET L’INDUSTRIE Acquisitions ( Vicks, Olay,
Tampax) Innovation lancement de
produits Campagnes publicitaires
Région Croissance marchés
Amérique Latine 13%
Moyen-Orient 10 %
Asie Pacifique 8 %
Parts de marché mondiale (%)
P&GL'OréalUnileverAutres
19,8 %
17,5%
12,7%
50 %
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P&G ET L’INDUSTRIE Acquisitions ( Vicks, Olay,
Tampax) Innovation lancement de
produits Campagnes publicitaires
Région Croissance marchés
Amérique Latine 13%
Moyen-Orient 10 %
Asie Pacifique 8 %
Parts de marché mondiale (%)
P&GL'OréalUnileverAutres
19,8 %
17,5%
12,7%
50 %
Opportunité: Marché émergents
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AMÉRIQUE LATINE
• Fabile revenu• Avantage au niveau de la langue
• Produits bas/moyen de gamme• Gammes disponibles
• Croissance marchés 10 % par année
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AMÉRIQUE LATINE
• Fabile revenu• Avantage au niveau de la langue
• Produits bas/moyen de gamme• Gammes disponibles
• Croissance marchés 10 % par année
Opportunité: Marketing
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CHINE15,5 % croissance marché
capilaire (2011-2013)
C-BONS 2ième en importance
Investissements majeurs en R&D 1G$ (Pékin)
68 % chinois croient $ apparence important
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CHINE15,5 % croissance marché
capilaire (2011-2013)
C-BONS 2ième en importance
Investissements majeurs en R&D 1G$ (Pékin)
68 % chinois croient $ apparence important
Opportunité: Acquisition, Accroissement des ventes
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PRODUITS CAPILAIRES BIOLOGIQUES
Augmentation demande produits biologiques (Occident)
Acquisition Unilever (Timoteí)
3,7 % du marché produits capilaires américains
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PRODUITS CAPILAIRES BIOLOGIQUES
Augmentation demande produits biologiques (Occident)
Acquisition Unilever (Timoteí)
3,7 % du marché produits capilaires américains
Opportunité: Innovation
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THE SUCCESS STORY
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RECOMMENDATION
To target the Asian and Latin American markets with existing products and develop
new organic products for the North American and European markets
Increase presence in Asia/Latin America
Expand portfolio of
products
Increase consumer base,
sales and market share
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WHERE?
China
North America
and Europe
Latin America
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WHY?
Projected growth rate in China
Projected growth rate in Latin America
Unilever has acquired organic hair care company
15.5%
13%
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Expanding in the Asian Pacific
market by acquiring C-Bons
Focusing on Latin American market
with existing products
Developing an organic hair care
product line
HOW?
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WHEN?
0 6 12 18 24 36 months
C-Bons acquisition
Concentrate on the Latin American market
Organic products development and launch of new line
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PARTIE 2: STRATÉGIE DÉTAILLÉE
La recette du succès
Budget
Indicateurs clés de performance
Risques et mitigation
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LA RECETTE DU SUCCÈS
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POURQUOI ACQUÉRIR C-BONS ?
Forte présence Produits de qualité Importance R&D Marketing intéractif Agrandissement de leur présence dans les
marchés ruraux de la Chine
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Forte présence Produits de qualité Importance R&D Marketing intéractif Agrandissement de leur présence dans les
marchés ruraux de la Chine
Expertise du marché chinois
Établir une plus grande présence
POURQUOI ACQUÉRIR C-BONS ?
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ACQUISITION DE C-BONS
Évaluation de la performance et adaptation
Intégration et choix d’une culture organisationnelle
Entente
Évaluation des états financiers, contrats et contraintes légales
Début des négociations
Engagement des exécutifs, attentes claires et précises
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CONCENTRATION EN AMÉRIQUE LATINE
• Étude de marché et des compétiteurs
• Adapter les 4 P
• Mettre l’emphase sur Pantene et Herbal Essence
• Campagne de marketing
• Rester à l’affût des tendances et nouvels entrants
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DÉVELOPPEMENT PRODUITS ORGANIQUES
Évaluer tendances et compétiteurs
Investir dans la R&D
Lancer la gamme en Amérique du Nord et en Europe
Élaborer une campagne de marketing
Explorer possibilités de nouveaux marchés
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BUDGET
Opérations Coût
Acquisition - Achat de la compagnie - Engagement de personnel ( 2 @ 120 000$) - Voyages en Chine - Budget d’intégration
350 000 000 $
Concentration Amérique Latine 2 000 000 $
R&D et Marketing 20 000 000$
Budget total 377 000 000$
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BUDGET
Opérations Coût
Acquisition - Achat de la compagnie - Engagement de personnel ( 2 @ 120 000$) - Voyages en Chine - Budget d’intégration
350 000 000 $
Concentration Amérique Latine 2 000 000 $
R&D et Marketing 20 000 000$
Budget total 377 000 000$
Augmentation des ventes de 20% en Chine ( 20 millards $,hypothèse 3
milliards en Chine)
ROI= 37% sur 3 ans
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INDICATEURS CLÉS DE PERFORMANCE
Performance de l’acquisition
Augmentation de 5% de la part du
marché en Amérique Latine
Augmentation de 20 % des ventes
en Chine
Top 2, vendeurs de produits organiques
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RISQUES ET MITIGATION
Acquisition est sous performante
Risque culturel
Produits organiques non-adaptés
Buts et stratégies définies, intégration
culturelle
Analyse et adapation selons les besoins
Analyse consommateur,
demande et mise au marché graduelle
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RECAP
Costs Benefits
Adaptation
Innovating
sales 20% China
Diversification
Acquisition
R&D
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CONCLUSION
• Strong brand• Room for expansion• Acquisition
possibility• New products
Today
• Penetration of foreign markets
• New market segments
• ROI of 37%
Tomorrow
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YOUR VERY OWN SUCCESS STORY
Aymeric BeardMarc-André Bigras
Jennifer Viscosi