Beauty & Go. Building a global, healthy beauty brand · Three alternatives to tackle challenges...
Transcript of Beauty & Go. Building a global, healthy beauty brand · Three alternatives to tackle challenges...
Beauty & Go. Building a global, healthy beauty brand LEONARD, NICOLE, NIKLAS & SOFIE
LUND CONSULTANCY TEAM
Agenda
! Analysis
! Alternatives
! Recommendation
! Implementation
! Risks
! Conclusion
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Analysis Alternatives Recommendation Implementation Risks Conclusion
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How should Beauty & Go formulate a future strategy in order to become a global leader within the health and beauty industry?
Make Beauty & Go a global lifestyle brand by introducing a subscription model, opening concept stores and working with
carefully selected retailers
Main Challenge
Recommendation
A joint venture with big ambitions and strong values
Analysis Alternatives Recommendation Implementation Risks Conclusion
Family companies Innovation
Strong position in respective
market
Combined knowledge to create something
great
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Determined to build a
Global brand
Beauty&Go – the brand at it’s core
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Position The number one global brand for beauty and
health from within
Relationships Long lasting and loyal
CVP Healthy drink with great positive effect on skin
luster and elasticity
Personality Fun, aware, elegant
Innovative High technology
Improve health and mind Inside-out
Expression Luxurious Scientific Colorful
Competencies Nutrition knowledge, beauty knowledge,
heritage, track record
Culture Passionate
Vibrant Fun and competent
Mission&Vision Creating beauty from within for the world to
enjoy
External
Internal
She is just starting to be aware of her age and determined to find an good way to stay healthy
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Age: 25+
Gender: Primarily Women
Lifestyle: Active and aware
Social status: When in state of mind to think of beauty
Location: Primarily Urban
The market of beauty from within is at early stage and growing
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Early adapters
Early majority
Late majority
Laggers
$4.6 Bn 2011
$7.2 Bn 2020
World segments are different but all promising
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ASIA
- Big interest for product
- Huge market potential
- High Willingness-to-pay
- trust in European brands
Europe
- Some brand awareness
- Knowledge of founding companies
- Market knowledge
- Distribution presence
North America
- Complex and higher competition
- Big potential for high-end
- Low brand awareness
- Health trend
A carefully defined brand in order to take the new industry in to the future
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For whom (Ideal customer)
Proven by (competencies)
In the business of (market defined)
Promise (Needs satisfied)
The conscious, urban living women with an aim to stay healthy and beautiful
Beauty from within (Nutriosmetics)
Effect full, tasty, proven way to stay healthy and beautiful naturally
A match of competencies, family values, science
Brand core and channel solution
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Food stores
Premium food
Health and beauty
Spa and gym
International
Internet
Huge
Huge
Small
Medium
Small
Unlimited
Size Channel
Health
Beauty
High quality
Concept stores
Luxurious
Brand Core
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How should Beauty & Go formulate a future strategy in order to become a global leader within the health and beauty industry?
Main Challenge
Three alternatives to tackle challenges
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Gain sales volume by lowering prices using food stores 1
Focus on e-commerce and work only with high-end retailers 2
Introduce a subscription model while opening concept stores 3
Alternative 1, focus on quantity
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Gain sales volume by lowering prices using food stores 1
Focus on e-commerce and work only with high-end retailers 2
Introduce a subscription model while opening concept stores 3
- Be available everywhere to everyone - Gain revenue by low margin and high quantity
- Move away from the image as a luxurious alternative
Alternative 2, build a luxury brand
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Gain sales volume by lowering prices using food stores 1
Focus on e-commerce and work only with high-end retailers 2
Introduce a subscription model while opening concept stores 3
- Quick delivery of all products via internet - Available at luxurious retailers such as Health & Beauty retailers and beauty
saloons - Increase image as an luxurious alternative
Alternative 3, focus on capturing and retaining customers
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Gain sales volume by lowering prices using food stores 1
Focus on e-commerce and work only with high-end retailers 2
Introduce a subscription model while opening concept stores 3
- Offer various types of subscription services of products - Focus on increasing brand awareness by opening up concept stores, and some
carefully selected retailers - Focus on making Beauty&Go a part of every day life
Four critical factors for long term success
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Brand Identity - Is the alternative in line with the company’s core values?
Customer demand - Is the alternative meeting the customer demand?
Customer loyalty - Is the alternative promoting customer loyalty and retention?
Feasability - Is the alternative manageable and financially viable?
Alternative 3 is the most favorable
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Brand Identity
Customer demand
Customer loyalty
Feasability
NO
SEMI
SEMI
YES
SEMI
YES
NO
YES
Gain sales volume by lowering prices using food stores
Focus on e-commerce and work only with high-end retailers
Introduce a subscription model while opening concept stores
YES
YES
YES
YES
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Make Beauty & Go a global lifestyle brand by introducing a subscription model, opening concept stores and working with
carefully selected retailers
Recommendation
Implementation overview
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YEAR 1
- Internal communication
- Market research - Development of
sales strategy - Location search
YEAR 2-3 - Global roll-out
- Selected cities - Owned events - Product
development
YEAR 4-5
- Global extension of sales strategy
- Re-occurring events
- Beauty & Go community
The key pillars of the implementation
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Beauty & Go
Sales Strategy Building the
Beauty & Go brand
Online subscription
Concept stores
Airports and retailers
Events
Ambassadors
LAUNCH PLAN
Find and connect with the right consumers, through the right channels
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Concept stores
Online strategy
Airports & High end retailers
- Premium locations - Focus on the experience and building the brand - In store events - Beauty bar
- High traffic - On-the-go consumption - Meet the target group - Focus on sales
- Online subscription with a geographic focus - “Part of your everyday routine”, convenience, customization
- 5 packages - Weekly - Monthly - Yearly - Try-outs - “Create your own”
Going from being a beverage lover to a brand lover. The golden circles
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Our People - Employees - Endorser
Our Culture - Owned events
- Health camp
- Yoga events - Competition
- Endorsed events
Brand Ambassadors with genuine love and passion Brand credibility and relevance
The global Beauty & Go launch plan and marketing actions
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Europe Madrid, Paris, London,
Stockholm, Copenhagen, Hamburg, Rom, Brussels
Asia Tokyo, Hong Kong, Shanghai,
Taipei, Bangkok, Seoul, Ho Chi Minh
USA New York, Los Angeles,
Miami, Las Vegas, Boston, Chicago, San Fransisco
- Online marketing - Social media
campaign - Airport campaign
- Event - Sampling
- New product campaigns
- Seasonal - Theme based
- Promotional build-up - Press-release - Competition
- LAUNCH: Daytime event - Yoga event - Health lunch - Beauty treatments - Lessons - Sampling
Launch cities Continuous marketing Launch strategy
How will the implementation strategy be measured and evaluated?
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! Brand Recognition ! Customer retention ! New customers ! Increase in sales
30M in revenues ! Online ! Offline
! Market expansion ! Event success
Balanced Scorecard
Overview timeline
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2016! 2017! 2018! 2019! 2020!Sales Strategy!
Online subscription!Development!Roll out!
Concept stores!Design!Location!Roll out!
Airports and retailers!
Research!Negotiations!Roll out!
Building the brand!Ambassadors!
Employees!Endorsers!
Events!Planning!Execution!
Assumptions for future success
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Assumptions:
• Capacity to invest exists
• First mover advantage still gives opportunity to take market share
• New markets, focus on: Asia, Europe, U.S.
• International growth and online focus
High revenue potential in 3 years time
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Channels!Current revenue! Sales potential 3 years time! Market change!
Retail by distribution! 3,173,625! 20%! Selected retailers!
Health and beauty! 2,163,200! 50%! New concept stores!
International distribution! 1,797,120! 70%! Airlines and flagship stores!
Online! 612,040! 50%! New website with subscription!
Split of types of subscription in euros
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Type of product!Price in
euros! Weekly! Monthly! Yearly! Try outs!Create your
own!
Traditional! 2.99! 17.94! 71.76! 861.12! 11.96! 17.94!
Shot & Seasonal! 3.99! 3.99! 15.96! 191.52! 3.99! 3.99!
Original price! 21.93! 87.72! 1052.64! 15.95! 21.93!
Price to customers! 19.93! 78.95! 894.744! 14.95! 21.93!
Target the medium scenario in a 3 year time frame
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Channels! High! Low! Medium!
Retailers distribution! 8,487,180! 6,223,932! 6,789,744!
Health & beauty! 13,452,400! 7,398,820! 10,089,300!
International distribution! 12,380,160! 5,447,270! 8,418,509!
Online! 6,059,196! 3,702,842! 5,049,330!
Total! 40,378,936! 22,772,864! 30,346,883!
Reaching the goal of 30M euros
Investing to reach future success
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Promotion costs! 2016! 2017! 2018! 2019! 2020!
Market studies! 125,358! 131,626! 214,427! 216,571! 238,228!
Promotion costs! 707,685! 1,415,370! 1,429,524! 1,443,819! 1,458,257!
Promotion and event! 1,868,457! 6,268,457! 3,176,377! 3,208,141! 3,240,222!
Samples! 130,533! 137,060! 219,295! 221,488! 223,703!
Trademark! 35,641! 37,423! 37,797! 38,175! 38,557!
Web page! 198,867! 1,198,867! 338,074! 341,455! 344,869!
Travel! 85,468! 89,741! 161,535! 163,150! 164,781!
Others! 53,671! 56,355! 90,167! 91,069! 91,980!
Total! 3,207,696! 9,334,899! 5,667,196! 5,723,868! 5,800,598!
Current financial projection
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Euros! 2016! 2017! 2018! 2019! 2020!Retailers distribution! 3173625! 4731480! 5658120! 6303960! 6830460!Health & beauy! 2163200! 4806360! 6726200! 834800! 9700600!International distribution! 1797120! 3953664! 4952064! 5351424! 6249984!Online! 612040! 1530100! 3366220! 5049330! 7573995!
Sales! 7,745,985! 15,021,604! 20,702,604! 25,019,514! 30,355,039!
Cost of sales! 3,816,163! 7,018,018! 9,286,010! 10,953,189! 12,927,376!
Gross margin! 3,929,822! 7,983,586! 11,416,574! 14,066,325! 17,427,664!
EBITDA! 610,569! 2,805,803! 5,626,574! 8,396,973! 10,554,174!Net result! 412,080! 1,937,590! 3,778,015! 5,637,000! 7,098,864!
Our recommendation: Explosive expansion leads to explosive net results
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Euros 2016 2017 2018 2019 2020 Retailers distribution! 3,173,625! 4,731,480! 6,789,744! 8,147,693! 9,777,231!
Health & beauty! 2,163,200! 4,806,360! 10,089,300! 12,107,160! 14,528,592!
International distribution! 1,797,120! 3,953,664! 8,418,509! 10,102,211! 12,122,653!
Online! 612,040! 1,530,100! 5,049,330! 6,059,196! 7,271,035!
Sales! 7,745,985! 15,021,604! 30,346,883! 36,416,259! 43,699,511!
Cost of sales! 3,816,163! 7,018,018! 13,929,015! 16,429,784! 19,391,064!
Gross margin! 3,929,822! 7,983,586! 16,417,868! 19,986,476! 24,308,447!
Promotion costs! 3,207,696! 9,334,899! 5,667,196! 5,723,868! 5,800,598!
EBITDA! 610,569! -1,351,313! 10,750,672! 14,262,608! 18,507,849!
Net result! 412,080! -1,466,018! 7,618,850! 10,067,589! 13,097,792!
Risks are manageable
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Risks
1. Subscription model not being attractive enough
2. Concept stores not attracting enough attention
3. First years marketing campaigns not successful enough
4. High initial investment costs putting pressure on operations
Mitigation
1. Extensive marketing about the benefits of drinking Beauty&Go
2. Increase events in store and invite people with extensive social networks
3. Revise marketing for coming years in order to fully reach out to customers
4. Focus long term and brand value
No risk in the highest zone
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Risks
1. Subscription model not being attractive enough
2. Concept stores not attracting enough attention
3. First years marketing campaigns not successful enough
4. High initial investment costs putting pressure on operations
2 1
4 3
Impact
Probability
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How should Beauty & Go formulate a future strategy in order to become a global leader within the health and beauty industry?
Make Beauty & Go a global lifestyle brand by introducing a subscription model, opening concept stores and working with
carefully selected retailers
Main Challenge
Recommendation
Analysis Alternatives Recommendation Implementation Risks Conclusion
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Setting up Beauty & Go to be, not only a great product, but a lifestyle choice and brand.
Giving people beauty from within World Wide
Appendix
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Highest future product profitability: The 100 ml Shot
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Split by products! Profitability! Media spending!
Traditional 250ml! 20%! Low!
Upgraded 250ml! 40%! Medium!
Shot 100ml! 80%! High!
A carefully defined brand in order to take the new industry in to the future
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For whom (Ideal customer)
Proven by (competencies)
In the business of (market defined)
Promise (Needs satisfied)
The conscious, urban living women with an aim to stay healthy and beautiful
Beauty from within (Nutriosmetics)
Effect full, tasty, proven way to stay healthy and beautiful naturally
A match of competencies, family values, science
A quick overview of what have happened
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A bold idea
looking for the right partners
R&D with an
excellent outcome
Successful launch in
Spain
May 2014
Successful launch in London
(Selfridges)
Unsuccessful launch Tesco UK
Feb 2015
Current date