Enabling Market Sector Shifts: A Game-Changing Brand Case

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These slides were presented at the Sustainable Brands London 2013 Conference, to view the associated video or listen to the audio of the presentation please visit http://www.sustainablebrands.com/digital_learning/packaging/enabling-market-sector-shifts-game-changing-brand-case

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Enabling Market Sector Shifts: A Game-Changing Brand Case

  1. 1. Brands as comunication vehicles of new values and essential behaviors to build a more sustainable world.
  2. 2. NATURA PROFILE Business model direct sales Consultants 1.5 million Market Share (Brazil) 23,2% Consumers 100 million Net revenue (US$ million) 3,230 EBITDA (US$ million) 765 Employees 6,683 Penetration at homes (Brazil) 62%
  3. 3. MATERIALITY MATRIX
  4. 4. FLAGSHIP BRAND They are influenced by the flagship brand, they embody the subject and communicate it from a BUSINESS MODEL different perspective. MATERIALITY THEMES KEY VALUE OTHER BRANDS CATEGORIES
  5. 5. SOMOS PRODUTOS DA NATUREZA
  6. 6. PITANGA PRIPRIOCA ANDIROBA MATE VERDE CASTANHA BURITI AÇAÍ MARACUJÁ DO BRASIL SOMOS PRODUTOS DA NATUREZA
  7. 7. Ekos Business Model
  8. 8. The science behind the ingredients. Increase of vegetal ingredients. EKOS The socially inclusive business model is based on relationships with extractive communities and benefit sharing. SOCIAL BIODIVERSITY CARING FOR SOCIAL BIODIVERSITY OTHER BRANDS CATEGORIES
  9. 9. Ekos influence in the company 2005 • Increase vegetal ingredients in soaps • Chronos relaunch with Spilol • M&B sub brand with passion flower oil 2007 • Increase vegetal ingredients in body oils • Chronos relaunch with Passion Flower 2008 • Organic Alcohol in all perfumes • Natura Perfumery Essential Oils • Natura UNA with Babacu talcum powder and ucuuba butter 2011 • EKOS relaunch with a greater concentration of raw materials
  10. 10. 1. RAW MATERIALS Formulas are on average 80% plant derived, Only essential raw materials, No artificial colors or scents, Single olfactory core.
  11. 11. 2. POUCH PACKAGE 70% less plastic, 60% less carbon.
  12. 12. 3. SHORTER MANUFACTURING CYCLE smaller energy consumption
  13. 13. 4. THE SAME PACKAGE FOR ALL PRODUCTS flexible and lighter, requires less space for storage and transportation
  14. 14. 5. LEAN PORTFOLIO focus on essential care. no product waste: used to the very last drop
  15. 15. 6. REVERSE LOGISTICS Waste Pickers Cooperatives Upcycling
  16. 16. Less waste % post-consumer recycling rate Smaller carbon footprint SOU ECODESIGN ECOEFFICIENCE PACKAGE UPCYCLING CO2 / SOLID WASTE CONSCIOUS CONSUMPTION OTHER BRANDS CATEGORIES
  17. 17. Brands can be used as channels to build values and culture for a thank you. more sustainable world.

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