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2011 esc pau natura 2011 esc pau natura Presentation Transcript

  • 25/04/2011 NATURA Touching lives Julie Roche Harpreet Kaur, Laetitia Moustie, Ravi Kumar, Chandani Kathuria, Strategic marketing Management Dr Christophe BENAVENT – Université Paris Ouest Dr Marie-Hélène ABBO – Groupe ESC PAU 1MBA France/Inde
  • 25/04/2011 Ravi Kumar, Chandani Kathuria, Harpreet Kaur, Laetitia Moustie, Julie Roche introduction 2
  • 25/04/2011 Natura Cosmeticos S.A. (Natura), ‘Bem Estar Bem’is a fragrances, cosmetics and personal care products company. Laetitia Moustie, Julie Roche Kathuria, Harpreet Kaur, Ravi Kumar, Chandani Is into manufacturing, and commercial distribution of product lines which include make up, skin care and hair care products and fragrances, all made out of natural flora and plant extracts. Distributes in more than 5000 cities in Brazil. And also operates in Mexico, Chile, Peru, Argentina, France, Venezuela and Colombia. 3 Has its own research, manufacturing, and distribution
  • About natura? 25/04/2011 Co-chairman: Antonio Luiz Seabra and Pedro Luiz Passos. Headquarter: Sao Paulo Brazilian enterprise acting in cosmetics sector The world’s fifth largest market for these products Founded by It went into Spreads in Ekos line: Luis Seabra direct-sales other Latin sustainable use of in Sao Paulo American Brazilian countries biodiversity 4 Fiscal year 2009: Sales: $2,424.8M Ravi Kumar, Chandani Kathuria,
  • 25/04/2011 Laetitia Moustie, Julie Roche Kathuria, Harpreet Kaur, Ravi Kumar, Chandani 5http://natura.infoinvest.com.br/enu/3613/CreditSuisse2011BrazilEquityIdeasConferenceV4.pdf
  • 25/04/2011Key issues Why consumers prefer to buy from consultants rather than internet? How to grow the network of consultants? How to recruit and train competent consultants? How to spread this concept abroad (foreign sales: only 3%)? 6 Ravi Kumar, Chandani Kathuria,
  • 25/04/2011 Ravi Kumar, Chandani Kathuria, Harpreet Kaur, Laetitia Moustie, Julie Roche Brand concept PART I 7
  • 25/04/2011Brand concept Bem estar Bem: well-being-well Pioneers in Green Marketing Commitment to the truth Casa natura Focus on relational marketing by direct-sales 8http://natura.infoinvest.com.br/enu/3613/CreditSuisse2011BrazilEquityIdeasConferenceV4.pdf Ravi Kumar, Chandani Kathuria,
  • Segmentation 25/04/2011- Geographic segmentation 98% of Natura sales in Brazil, 2% of Natura sales in Chile, Bolivia,Argentina, Peru, France, Mexico and Colombia. 9 http://natura.infoinvest.com.br/enu/3613/CreditSuisse2011BrazilEquityIdeasConferenceV4.pdf Ravi Kumar, Chandani Kathuria, Harpreet Kaur, Laetitia Moustie, Julie Roche
  • 25/04/2011 segmentation - Human segmentation Laetitia Moustie, Julie Roche Kathuria, Harpreet Kaur, Ravi Kumar, Chandani 10 - Social segmentationhttp://natura.infoinvest.com.br/enu/3613/CreditSuisse2011BrazilEquityIdeasConferenceV4.pdf
  • 25/04/2011SEGMENTATION- Product segmentation in Brazil Laetitia Moustie, Julie Roche Kathuria, Harpreet Kaur, Ravi Kumar, Chandani 11 http://natura.infoinvest.com.br/enu/3613/CreditSuisse2011BrazilEquityIdeasConferenceV4.pdf
  • positioning 25/04/2011 High pricesEco- Non-Eco-friendly friendlybehavior behavior Low prices 12 Ravi Kumar, Chandani Kathuria,
  • 25/04/2011POSITIONING http://natura.infoinvest.com.br/enu/3613/CreditSuisse201 1BrazilEquityIdeasConferenceV4.pdf Laetitia Moustie, Julie Roche Kathuria, Harpreet Kaur, Ravi Kumar, Chandani 13
  • Product: Brand portfolio 25/04/2011 - 900 products - Eco –friendly product and packaging - Valuable natural resources 14Ravi Kumar, Chandani Kathuria,
  • 25/04/2011 Price: local price strategyProduct Price in Brazil Price in FranceEkos shower gel 17.40R$(7.5€) 11.50€Mama e bebe liquid 17R$for 200ml(7.32€) 14.50€massage lotionTododia body lotion 29.80R$(12.84€) 25. 50€ 15 Ravi Kumar, Chandani Kathuria,
  • 25/04/2011 Ravi Kumar, Chandani Kathuria, Harpreet Kaur, Laetitia Moustie, Julie Roche Consultants Part II 16
  • 25/04/2011presentation The direct sales model makes the thousands of consultants the leading players in the company’s growth. Laetitia Moustie, Julie Roche Kathuria, Harpreet Kaur, Ravi Kumar, Chandani Using personal contact, they are the ones who add value to Natura products and ensure that consumers receive them, together with our Values, our Beliefs, and Vision. By the end of 2008, Natura had 849,600 consultants, an increase of 18.23% from 2007. In Latin America, the company recorded an annual growth of around 38.6% to 119,500 consultants.  Natura has one of the lowest turnover rates among companies using direct sales, which is a good indicator 17 of the quality of the relationship with the sales force. Natura consultants identify more with the value proposal
  • 25/04/2011Natura consultantsHow can you become a Natura Adviser?  Send a request in Natura website: voluntary reasoning  Have a godmother Laetitia Moustie, Julie Roche Kathuria, Harpreet Kaur, Ravi Kumar, Chandani  Show of direct sales and recruitment  Profile: to like contact, cosmetics, to be sensitive to the sustainable development, organize your worktime, have the sense of servicesHow Natura trains their advisers?  Internal training (casa Natura)  Help to the sell (magazines, bag of delivery, order form)  Regular training on products free, workshops, appointement setting 18What is the hierarchy?  Adviser senior
  • 25/04/2011Job offer: natura adviser You want to find a professional activity flexible and rich in exchanges Laetitia Moustie, Julie Roche Kathuria, Harpreet Kaur, Ravi Kumar, Chandani Benefit from an in time chosen work An attractive salary 30 % on the CA Fast and profitable evolution Be a member of a dynamic team No investment of departure. No minimun CA. A Kit of complete starting up with products to make 19 your workshops
  • 25/04/2011Place: direct b2C Consultants Laetitia Moustie, Julie Roche Kathuria, Harpreet Kaur, Ravi Kumar, Chandani Internet 20 http://natura.infoinvest.com.br/enu/2428/relato rioanualcompleto_ingles_1008.pdf
  • Promotion Retail stores: Paris, Mexico city: image / showcase 25/04/2011 Direct Sales through beauty Consultants Consultants’ blog Advertisements / advertising Internet- facebook, orkut, flickr Catalog / Magazine 21Ravi Kumar, ChandaniKathuria, Harpreet Kaur,Laetitia Moustie, Julie Roche
  • 25/04/2011CONCLUSIONKey points to remember:- CF&T sales : the biggest company in Brazil in the CF&T Laetitia Moustie, Julie Roche Kathuria, Harpreet Kaur, Ravi Kumar, Chandani market- Branzilian concept for Brazilian people: brand concept- B2B2C: consultants 22
  • 25/04/2011 Ravi Kumar, Chandani 23 Kathuria, Harpreet Kaur, Laetitia Moustie, Julie Roche
  • 25/04/2011Sources www.naturabrasil.fr http://naturavendas.wordpress.com/a-natura/ http://natura.infoinvest.com.br/enu/2428/relatorioanualcompleto_ing http://natura.infoinvest.com.br/enu/3613/CreditSuisse2011BrazilEqu Articles:- Nurturing Natura: International cosmetic news (03/2008)- www.emarketing.fr- www.GCImagazine.com 24 Ravi Kumar, Chandani Kathuria,