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Presentation Final
- 1. Nathan Morris, Rebecca Stephens, Max Roberts and Laura Jibson
- 2. Introduction
- 3. Mission Statement Our mission statement… A spire to produce unique skincare products A lways committed to our customers K ind to the environment at all times
- 4. Strategic Vision Our strategic vision… 1. Develop a high-quality range of products 2. Streamlined communication with customers 3. Provide products which fulfil customer needs 4. Effective use of AAK’s expertise 5. Be viable and profitable in the current climate
- 5. PEST Political • The UK is in a secure political position in comparison to other nations • The Cosmetic Products Regulations 2010 must be adhered to • Labelling requirements form a part of these regulations
- 6. PEST Economic • Cosmetics accounted for 5.5% of UK retail sales in 2007 • Consumer confidence growing slowly • Rising cost of VAT and oil poses difficulties for consumers and manufacturers • Customers purchase small luxuries as replacement for larger ones
- 7. PEST Social • Consumers increasingly concerned with safety credentials of cosmetics • Increase in demand for organic and Fair Trade produce • Generally long and hectic working days
- 8. PEST Technological • Strong availability of automated production technologies • Potential national and international coverage through the internet • Boom in social networking offers opportunity for promotion • Internet allows for effective communication to customers
- 9. Customer Profile • Female over 25 • Hard-working professional • Treat herself after work • Shops online as well as in supermarkets • Showers every day and bathes occasionally
- 10. Competition Audit • A highly diversified market • Luxury brands priced upwards of £11 per 100ml • Middle-range brands priced at £3.50-10 per 100ml • Value or own brand from as little as £0.50 per 100ml
- 11. Positioning Luxury Middle Value or Own Brand
- 12. Product Philosophy • Luxury products at affordable and value-for-money pricing • Fulfilment of customer requirements • Reaction to customer feedback • Promise of 100% natural ingredients, free from animal testing
- 13. Range A range of vegetable oil-based bath and shower products for various purposes and day-to-day uses…
- 15. • Each available in three sizes of 50ml, 100ml and 200ml • 50ml retails at £6.95 • 100ml retails at £10.95 • 200ml retails at £16.95
- 16. Placement • The ‘big four’ supermarkets and Waitrose • A Natura online shop and direct telephone orders for customer convenience • Must maintain our brand’s exclusivity
- 17. Promotion • Full and half page advertising in national glossy magazines • Customer samples • Provide samples for cosmetics reviewers and bloggers • An app for iPhone and iPad • Trade fairs and exhibitions • Introductory offers
Editor's Notes
- Our target customer is a hard-working professional over the age of 25. She would like the chance to treat herself and enjoy the little spare time she has due to working commitments. Her ideal night would be to unwind with a bath, glass of wine and Sex and The City on DVD. She does a lot of her luxury shopping online due to the constraints of work, but does go into supermarkets for groceries and other necessities including soaps and shower items. For this reason we want to make our product accessible to the mass markets by using AAK’s key links to the large supermarkets such as Tesco and Sainsbury’s as well as the more upmarket Waitrose. The launch of a Natura online shop offering a full range of products and efficient delivery options would also be beneficial to our customers. We want the experience we are selling to be part of weekly life yet still feel like a treat.