2. Index
Concept, Value Gap/ Competition Gap, Goals
Target Group/Customer and Market, Positioning Drivers
Products, Assortment, Compromise effect & pricing strategy
Competitors Study, and channels
Store Concept, Location, Format
Supply Chain
Store Layout, In store presentation (space productivity : sessionS4P39
Financial Feasibility Analysis
KPI development
Communication, Loyalty
Experience, Branding
3. The concept
Concept: Making available the safe, organic and natural products for childcare
Target Age (end user of product) : 0-3 Years child
Pricing: Moderate to high
Value gap/Competition gap: Though there are players in organic product market, they are
scattered and non-focused. Our offering will be targeted to Kids, and we will make
available all products for childcare till the age of 5 year.
Goals: To become a most trusted and liked brand in the segment.
4. Value Proposition
Nothing suits your body better than organic and natural products. When it come to
babies, they are even more vulnerable/sensitive to harmful chemicals present in the
general off the shelf products available for child consumption or use. When you care so
much about your baby, then why don’t you care about what they eat and what they wear.
Our products are certified organic and natural which will not give any harmful effect on
your babies. When you shop at ours you can be rest assured for it to be completely
organic and natural. Being a mother or parents takes a lot of effort to raise your child, and
sometimes you don’t know what is good and what is bad for your kids, come to us we will
give you the information on how to take care of your child.
Gifting is always great especially when you are gifting something to your loved ones child,
make sure it what they need and what is good for them. Because a gift is as good as no
gift if the recipient don’t need it. Come to our store you will get to know or we will tell you
what should you gift to your loved ones child.
5. Eveil&Bio: The Concept
THE STORE NAME
The store name is directly linked to the
store mission: promoting the organic baby
growing up.
The name is composed of two french
words:
“Eveil” means “awaking” with a strong
connotation in french to the first days of a
babylife. It is usually said French that baby
become aware at the world.
“Bio” means “Organic”. Because our
identity is to be an organic retailers we
decided to put “Bio” directly in our store
Name to create a clear and strong organic
identity.
THE LOGO
Our visual identity is based on a bicolor logo that
illustrates the close relationship between a mother
and her baby. The two faces are looking at
eachothers and represents the close and tender
relationship that it could be between mother and
baby..The mother face is located over the baby one
on the logo to evoke a protecting relationship. The
message of this logo is to protect your baby with
Eveil&Bio.
The leaves that form a circle around the two faces
create privacy atmosphere and a kind of
protection feelings. The message is “Nature
protect and conserve your baby relationship”. Also
the circle is a symbol of harmony and wholeness, it
is “a green world for you and your baby”.
The colors: natural colors. The green is a reference
of the green way of life and the Nature. and the
Lavand purple evokes a private atmoshpere. It is
also a flower color and evokes also Colorful
Nature.
Eveil&Bio
“A green world for
you and your baby”
6. Our Core Values
FAMILY
Parents and Babies
Family is our core value. Focused
on the baby development and the
pregnancy, Eveil&Bio would like to
be an effective support for parents
to help them to take care for their
growing babies, by informing them,
making baby organic products more
available and by transforming the
parents’ shopping experience in
pleasure and easier task.
LOCAL
Eveil&Bio food assortment is in
part built on partnership with
local producers. Also, the role of
Eveil&Bio is to promote green
way of growing babies in the city
where the store is located, that
is why Eveil&Bio stores are
supposed to be a local and
informative platform where
parents can learn the good
ideas or places to go to grow
their baby up in green way.
FOR NATURE
AND FUTURE
green, sustainable, organic
To be in accordance with our
NATURE value, Eveil&Bio try to
promote greener way of living by
making organic and ecological
more available for parents.
Eveil&Bio wants also to inform
parents better about organic way
to grow up babies to make
organic purchasing an habbit.
Finally all the Eveil&Bio
assortment must be organic or at
least ecological.
7. Target Group/Customer and Market, Positioning
Drivers
Target Group (TG) : City dwellers with high or middle purchase power
TG1: Pregnant women
TG2: Newly become parents
TG3: Grand parents and relatives of born or unborn child
Market: Our first two stores will be in Paris and Lyon. We did the study and found out lot’s
of market potential of in two cities.
Positioning & Driver: Informative store, satisfying the needs of Green-lifestyled people.
Key positioning driver- everything you need for your kids under a roof and continuously
refreshing stock
People are aware that some products can be dangerous to their kids
94% of baby wipe and toilette lotion for baby tested by the association UFC- que
choisir were proved dangerous for new-borns . source the figaro sante
8. Profile of Our Target Group Individuals
TG1: Pregnant Women
Monica: She is a working women, 27 years of age and
very soon going to be mother. She works in a bank and
has very less time to take care of herself. She always uses
organic and natural product for herself and thinking of
using the same for her kid too so that she doesn’t have to
care about other things like how the product and
chemical present in them is going to harm her kid and
herself. She is positively thinking about using the same
organic and natural products for her kid as well.
Image Source : www.thebreastcaresite.com
9. Profile of Our Target Group Individuals
Image source: http://www.freshlytechy.com/
TG 2: Newly Become Parents:
Raphaël and Camille aged 32 and 30 have
recently became parents and loves their child very
much. Raphaël works in a leading auto company
in Paris whereas Camille works in a consultancy
firm and has to travel a lot. Both of them have
heard about the chemicals present in the food
and other items and their harmful effect. One of
Camille’s friend has also recently become parents
has told her about the benefits of organic
products. She is seriously thinking about using
organic products for her kid and herself from now
on and has convince Raphaël too. She doesn’t
know much about where can she find these
product and skeptical about number of store she
has to visit to get all things for her kid.
10. Profile of Our Target Group Individuals
Image Source: www.grandparents.about.com
TG3: Grandparents gift to their grandkids
Mitt and Ann are the 68 and 67 years old
grandparents to two kids of 4 years and 1
years old. The youngest kid is going to have
her first birthday in 3 days and Mitt and Ann
are trying to gift them something which is
useful for the kid but they don’t know what
they can give. They can come to our store
and know about what kids parent want from
our database of wish list which every parent
share with us.
Not only person like Mitt and Ann, other
relatives can also come to our store to know
about the wish list of going to be parent or a
parent.
11. Organic and Natural Product Market in France
Organic exploitations and Customers of organic or ecological products are increasing. The
French organic product market now represent 5.5 billions euros in 2015 and increased at
10% from 2014 level1.
Agence Bio says that “With almost 9 out of 10 French consuming organic products, of which
6 out of 10 is at least once a month, organic consumption is anchored in French people’s
habits”.
France is the second largest bio market in the European union and the second producer.
76% of organic produce consumed is “made in France”.
Source: 1. http://www.organic-europe.net/
12. Organic Product Market in France & Sales Channel
Source Image1 : http://www.sial-group.com/News/Food-Beverage-News/Food-beverage-industry/Organic-farming-A-market-that-is-still-going-strong
Image 1: Organic Product Sales and channel
• Sales of Organic product and acceptance by
the consumer has been constantly on rise.
• Recent trends shows that growth in
specialized stores outnumbers the growth rate
of sales of organic products in the big format
retail stores.
• Similar to the demand of organic food
products, natural and organic non-food
products has also been increasing.
13. Competitors Study, and channels
Channel Options: We will have retail channel in the format of brick & mortar only, though
customer’s can see our current and upcoming offering on our website and can associate socially on
the website with other customers.
Direct competitors Indirect Competitors
“autour de bébé”
Naturabébé -
http://www.naturabebe.co
m/
“The Ultimate Green
Store” online
Simply green baby : online
babygreen :
Large scale retailers
(green departements
clothes and food)
Green stores (La Vie
Claire)
Stores that sell some
green stuffs (Nature et
Découvertes)
Baby stores with common
products
DIY
14. Products, Assortment, & pricing strategy
We intend to provide, all the natural & organic products a parents need for raise their child (age
group 0-3) except medicines and school books.
Assortments : Complementary assortment- not a lot of brands, but a lot of different products
Categories :
BABY FOOD CONSUMABLES : baby food (puree), candy, milk, powder milk, Milk, cereals
ACCESSORY : Baby Food Accessories,
BABY PERSONAL CARE & HYGIENE : diapers, soaps, Lotions, oils, alternative medicines
BABY HARDWARE : baby bed, pushchair, a play pen (un parc à jeu)
BABY TOYS :
BABY APPAREL : clothes, baby blankets, a bib (une bavette FR)
CUDDLE TOY : teddy bear, a huge collection of cuddly toy
BOOKS : books about green, books on childcare tips
GIFT PACKS: for baby shower and other occasions
15. Pricing Strategy & Additional Services
Pricing Strategy: Higher quality and higher price than normal baby project, and multiple product in
same category (3 price points at least for each category)
Additional Services:
1. Crèche facility for mother with children where they can leave their child while shopping
2. Childcare tips, Doctors Consultation arrangement.
3. Weekly gathering of mother – only with prior booking to avoid crowding in the store
16. Store Concept, Location, Format
Store Concept: Our store would be trendy at the same time giving the feel of safe & natural
product and environment.
Location : Our stores will be located inside a shopping mall, with 800-1000 sq. meters of floor
space area in both the location (Paris & Lyon).
Format: The store will of the format of of small size hypermarket.
17. Store Concept, Location and Format
STORE CONCEPT
Eveil&Bio is:
A GREEN STORES CLOSE TO MOTHERS
AND BABIES
The concept of a Eveil&Bio store is to be a
comfortable place, dedicated to mothers
and babies. That is why, our stores are
build to make mothers’ shopping time
easier, quicker and funnier.
Our store is also a local and informative
place where parents can learn how to
grow up their children in a green
environment in their own city and region..
A CONFORTABLE PLACE DEDICATED TO
PARENTS AND BABIES
Eveil&Bio store is a confortable and attractive place that give the wish to go
shopping, because it is practical and nice designed. The space is organised to
quickly see the product that parents want, in an open place. The atmosphere
do be also attractive.
A place dedicated to mothers and babies. Our stores propose some additional
services like a area dedicated to push chair arrangement.
Eveil&Bio also propose its own concept of basket caddy to make shopping
practicable with young babies. Everything is organised to make shopping easier,
faster and more confortable for parents.
AN INFORMATIVE PLACE, ROOTED IN LOCAL PRODUCTOR
NETWORK
A local and informative place where local organic productors can promote
their way of doing. We also work with doctors and organize some meeting with
them.
18. Store Concept, Location and Format
AN ARCHITECTURE & MAINTENANCE IN
ACCORDANCE WITH THE ORGANIC ETHICS
EVEIL&BIO requirements
A strict selection of the used building and decorative materials.
Furnitures and decorative elements of the store should be
made with ecological materials and in ecological way.
Eveil&Bio the way of doing
- Technological innovations: ECOLABEL paintings, ecological
Energy control
- Store maintenance with ecological and organic products
- Waste management: Recycling, partnership with other
companies or public institutions that have their own
AN INFORMATIVE PLACE, ROOTED IN LOCAL
PRODUCTOR NETWORK
The colors are natural ones: CREAM, BROWN, GREEN, LAVAND PURPLE.
Some graphic elements from Nature are painted on walls and
composed the decor: TREE, FLOWERS, LEEVES
STORE CONCEPT
Eveil&Bio is:
A GREEN STORES CLOSE TO MOTHERS AND BABIES
Our store is built according to green and
ecological way of doing.
That is why, our store promote the green
and ecological way of life through a modern
and design decoration and atmosphere.
19. Store Concept, Location and Format
LOCATION
Find Eveil&Bio in:
CITY CENTERS,
HISTORICAL CENTERS &
ECO- DISTRICTS
OF FRENCH METROPOLISES & CITIES
First, we decided to target cities more than malls because
malls don’t fit with our natural and proximity image.
Eveil&Bio is supposed to be a GREEN brand, CLOSED TO
mothers and babies. And malls are based on consumerism
values.
Moreover we decided to implement our store in city
centers, historical centers & eco district to reach our first
target better and to stay consistent with our proximity
value.
FORMAT
What does Eveil&Bio store
look like?
Large and confortable store between 250 and 500 m2
Due to the location of Eveil&Bio stores, in cities center,
there cannot be a fix economic model of store.
Especially the size can change and the shape also.
But, as other stores with similar size, like La Vie Clair,
Eveil&Bio stores evolve between 250 and 500m2.
How many clerks? depending on the size of the store,
there should be around 3 or 5 people at the same time to
be at the cash machines, on merchandising shelve
activity and in stock.
Cash machines: there is between 2 or 3 cash machines,
depending on the demand and the need.
20. Store Layout & Store Organization
Eveil&Bio store is divided in 3 main areas:
- NON FOOD : toys, accessoires, clothes for
babies, children and pregnant women.
- DETERGENTS & BABY CARE PRODUTS : non
food products with peremption date.
- FOOD : baby foods, powder milk, biscuits,
compots, puree and alimentary complement.
21. Store Layout & Store Organization
• The First Area (green) is supposed to be a cocooning and
very attractive area where baby soft toys, baby
accessoiries and baby clothes will be well displayed to
lure customers. The concept of a soft toy tree is a good
example. In this place, thanks to islands system, every
product can be visible from far.
• LOTION & BABY CARE AREA is also organised to display
product and lure customers. Only one part of the
dippers department is not well enhanced because
dippers are high necessity products for new-birth
parents.
• THE FOOD AREA is organised as an open market, with
shelves and a central island for promotional products.
And Near the cash machines, there are some eating
stuffs with high margins.
22. Overall Store Layout- Description
ACCESSOIRY PART:
Accesoiries for eating, washing, books
about organic
THE CLOTHES CORNER
with departments for girls, boys,
pregnant mothers, birth and baby
underwear.
THE TEDDY TREE
Displayed teddy bears and soft toys
on a wood handmade tree. Nice
presentation to lure customers and
kids.
BABY BEDROOM CORNER
Blankets and sleeping accesoiries for
baby bedroom such as night lights.
BABY MILK:
Powder milk and others. Near
the stocks.
PROMOTION CORNER:
Food products have peremption
date, and we can make
promotion for the soon
perempted products.
BABDY FOOD:
puree, yogurt, bottle juice,
compot.
LOTIONS AND BABY CARE PRODUCTS
DIPPERS SHELVES
organic dippers in fabric or to waste
for 0-3-year-old babies. Near the
stocks.
27. Supply Chain of the Store
Supplier’s:
We will deal with only certified supplier’s willing to make short term contract for supply ( max 2 years)
Supplier’s would be responsible for delivering the product to our warehouses/store.
In case of fresh/perishable product direct store delivery term (No hard rule, if FOB option is cheaper we
can explore that as well)
Logistics:
In most of cases ideally logistics till the warehouse will be handled by supplier, otherwise we will outsource
the logistic function
Last mile delivery to the store will be done and managed by outsourced vendor.
Warehousing: For our two stores we don’t need bigger warehouse and single
warehouse in the outskirts of Lyon will serve both the store.
28. Financial Feasibility Analysis
Paris Assumptions
Population 11.7metropolitan area
City dwellers (Inner
ring) 4.4
central, covering depts.
75, 92, 93, 94
City dwellers women 2.2 50%
City dweller women
(25-40) 0.88 40%
married 0.616 70%
high purchanig power 0.308 50%
TG1 0.0462 15%
TG2 0.0462 15%
TG3 0.0616 20%
Total TG 0.154
Our markup on market
price
Yearly spending on 1
baby 2000 1.3
Yearly spending by to
be mums 3000 1.3
Eveil&Bio
CASH FLOW PROJECTIONS (in million Euros)
Year 1 Year 2 Year 3 Year 4 Year 5 Year 6
CASH
REVENUE
Conversion of
TG (all)
3% 5% 7% 10% 12% 15%
Revenue TG1 3.60 6.01 8.41 12.01 14.41 18.02
Revenue TG2 7.21 12.01 16.82 24.02 28.83 36.04
Revenue TG3 7.21 12.01 16.82 24.02 28.83 36.04
30. Financial Feasibility: Assumption and Results
We have done calculation for the city of Paris and assumed all things will be proportional for Lyon.
Revenue conversion from the target group has been taken as per expected increase in demand.
Startup capital required will be 7 million Euros and we will achieve breakeven in 3 years time.
We have ignored the factor for inflation and gross overall profitability has been assumed to be 30%.
31. KPI development
Qualitative KPI Quantitative KPI
Customer Satisfaction EBIT- Operating Profit Margin
Store Ambience & presentation GMROI
Customer Complaints Handling Customer Retention
Inventory shrinkage/Loss because of rejection
Sales/sq. foot area
Sales Per Employee
Variable cost (to be matched to industry bench
mark)
32. Qualitative KPI’s
Qualitative KPI’s which we will measure is mainly following three
Customer Satisfaction: Customer satisfaction will be our main motto, and one of the most important KPI
in store manager performance evaluation.
Store Ambience & Presentation: Nobody like to go to unpleasant store, hence we decided to keep this
parameter as a KPI for our store and it will be measured against the our own set of guiding parameters.
Customer Complaints Handling: However we put effort complaints are inevitable, it will be our continued
endeavor to reduce the complaint handling, and we have kept this KPI, to reduce the number of
unsatisfied customer and guiding ideas for our stores in the area of improvement.
33. Quantitative KPI:
We are not in a philanthropic business and numbers do matter for us. To keep our self growing and
sustainably profitable we have decided to measure following KPI for each store.
EBIT- Once we breakeven and start making profit, our target EBIT would be >20%
GMROI- In any retail business ROI doesn’t gives the clear picture of return, we intend to have it between 1.5 to
2.0
Customer Retention : For any retail business customer retention is as important as customer acquisition, and
customers are always have a tendency to switch, we plan to have 30% customer retention in initial years which
will go up to 50% in an increasing step of 5%
Inventory Shrinkage: Inventory shrinkage is like plague to retail business, and to keep our business profitable
we intend to have it below 2% level
Sales per Square Foot: It will be kept as per industry standard.
Sales per Employee: As per the desired sales target given to each store sales per employee will be decided at
the beginning of the year.
Variable Cost: Fixed cost is what we barely do anything more about, so we have kept variable cost as a KPI, and
it’s level will be decided annually to meet the profitability and EBIT target.
34. Communication: Before Store Opening
Mass advertising one month before opening of the stores in
two cities, metros, bus stops, banners and hoardings.
Newspaper and electronic media advertisement to make
customer aware of the opening of the store and it’s address .
Advertisement and articles in Childcare/Parenting
magazines.
Road painting in the direction of upcoming store.
Coming-soon Ad on doors and window of upcoming store.
35. Communication : Store Opening Ceremony
After creating a buzz in the city about the upcoming
store, opening party for the store will be equally
exciting.
We will invite guest doctors, media person, blogger,
child care specialist, Crèche service provider.
We will distribute childcare magazine specially
prepared for the opening ceremony.
Free sample of food items.
One plus one offer on opening day purchase for non-
food items.
36. Communication: In Store
Organizing fortnightly meeting for
registered mothers to exchange
their ideas on child care.
Organizing health check-up in
association with the trained
professional, for a nominal charge.
Organizing knowledge event by
some renowned person in this area.
Awareness development program towards
the use of organic and natural products.
Telling about the benefits of our products
and the harm that regular product may
cause.
Healthy kid competition, promote the
awareness among mothers.
Sending text message to registered
customer, reminding them on several due
date related to purchase and child care
37. Communication: Special Events
To reach new mothers or future mothers and create WOM (Word Of Mouth) communication we
decided to launch a instagram campaign about our given presents to new mothers and their babies. To
congratulate new mothers and make them discover organic products for their babies, Eveil&Bio offer
them a new birth baby box with informative flyers, tester lotion products, and organic baby underwears
and dippers.
If the mother accept to take a picture of them with their just-given present in front of our logo in the
store and share it on istagram they receive -10% on the clothes assortment for their next coming.
This Instagram picture campaign is about the joy to be mother and illustrates the given presents.
Mother can learn our offer through WOM effect.
“Come with your new-birth baby in our store and recieve a congratulating present”
38. Experience
As soon as customer enters the store they should feel a warm welcoming atmosphere which looks
connected to the nature.
Cocooning area at the entrance of the door should make them feel like home.
Our dedicated support staff will gently take the baby from parent to make free while shopping, also
parents would see themselves at the entrance how well the babies are taken care off.
With every product a comparative information against normal supermarket product will be there, so
that customers can easily understand the benefit.
Skilled sales representatives will keep a watch on them and reach them only when they feel that
customer needs any help or suggestion.
39. Loyalty
Loyalty scheme:
1. Consumer card having history of their purchase, and half yearly and annual purchase volume
discounts, i.e. if they purchase worth a particular amount in half year or over a year they will
get a discount or credit on their card.
2. Consumer wish list Program : Customer can make their wish list on our website and share it
with their family member and friends who wants to gift them.
3. In-store suggestion on baby care and child birth for registered customers
4. Conferences in association with nearby eateries/libraries at a marginal prices.
40. Branding: Store
Visualization of stores:
Store will have two doors, and full glass front.
Interior’s of the store as seen from outside would be intriguing and color patterns would give feel of
closeness to the nature.
Most the material use in the store would be natural.
Organization of Space
Large space 800-1000 sq. meter,
Special crèche area where you can leave your child under store person supervision and do hassle
free shopping.
Layout would be fully organized on the category with easy navigation.
41. Establishing a Brand Identity
Unique Store Presence
Advertising Campaign
focused on benefits of
Organic Products
Special Green Packaging
Green Logo- mother and
a child on green earth
• Many Brands have been successful in
establishing brand recognition and
recall by using efficient and attractive
packaging.
• To establish the same we will have
• Customized product packaging :
Green Color
• Private Labels to increase the
brand awareness and profitability.
• Child care tips leaflets, to
distributed to potential customers
