Natura is a Brazilian cosmetics company founded in 1969 that uses a direct sales model. It has grown to become the world's fifth largest cosmetics market. Natura focuses on green marketing through sustainable practices and eco-friendly products. The company also emphasizes relationship-based direct sales through a network of beauty consultants. Key issues for Natura include increasing foreign sales beyond 3% and expanding its consultant network.

1. Ravi Kumar, Chandani Kathuria, Harpreet Kaur,
16/04/2012
Laetitia Moustie, Julie Roche
Direct-sales marketing:
NATURA
building customer
relationships
1

2. ABOUT NATURA?
Co-chairman: Antonio Luiz Seabra and Pedro Luiz
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
Passos. Headquarter: Sao Paulo
 Brazilian enterprise acting in cosmetics sector
 The world’s fifth largest market for these products
1969 1974 1989 2000
Founded by It went into Spreads in Ekos line:
Luis Seabra direct-sales other Latin sustainable use
in Sao Paulo American of Brezilian
countries biodiversity
 Fiscal year 2009: Sales: $2,424.8M
Net income: $390.9M 2
Ravi Kumar, Chandani Kathuria, Harpreet Kaur, Laetitia
Moustie, Julie Roche

3. BRAND CONCEPT
 Bem estar Bem: well-being-well
16/04/2012
 Pioneers in Green Marketing
 Commitment to the truth
 Casa natura
 Focus on relational marketing by direct-sales
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Ravi Kumar, Chandani Kathuria, Harpreet Kaur, Laetitia
Moustie, Julie Roche

4. SEGMENTATION
- Geographic segmentation
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- Human segmentation 2% of Natura sales in Chile,
98% of Natura sales in Brazil,
Bolivia, Argentina, Peru, France, Mexico and Colombia.
- Social segmentation
-Product
segmentation
in Brazil
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Ravi Kumar, Chandani Kathuria, Harpreet Kaur, Laetitia
Moustie, Julie Roche

5. POSITIONING
High
prices
16/04/2012
Eco- No Eco-
friendly friendly
behavior behavior
Low 5
prices
Ravi Kumar, Chandani Kathuria, Harpreet Kaur, Laetitia
Moustie, Julie Roche

6. PRODUCT: BRAND PORTFOLIO
-900 products
-Eco –friendly product and
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packaging
-Valuable natural resources
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Ravi Kumar, Chandani Kathuria, Harpreet Kaur, Laetitia
Moustie, Julie Roche

7. PRICE: LOCAL PRICE STRATEGY
Product Price in Brazil Price in France
16/04/2012
Ekos shower gel 17.40R$(7.5€) 11.50€
Mama e bebe liquid 17R$for 200ml(7.32€) 14.50€
massage lotion
Tododia body lotion 29.80R$(12.84€) 25. 50€
PLACE: DIRECT B2C
 Consultants
 Internet
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Ravi Kumar, Chandani Kathuria, Harpreet Kaur,
Laetitia Moustie, Julie Roche

8. PROMOTION
 Retail stores: Paris, Mexico city: image / showcase
 Direct Sales through beauty Consultants
 Consultants’ blog
 Advertisements / advertising
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 Internet- facebook, orkut, flickr
 Catalog / Magazine
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Ravi Kumar, Chandani Kathuria, Harpreet
Kaur, Laetitia Moustie, Julie Roche

9. KEY ISSUES
16/04/2012
 Why consumers prefer to buy from consultants
rather than internet?
 How to grow the network of consultants? How to
recruit competent consultants?
 How to spread this concept abroad (foreign sales:
only 3%)?
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Ravi Kumar, Chandani Kathuria, Harpreet Kaur, Laetitia
Moustie, Julie Roche

10. Ravi Kumar, Chandani Kathuria, Harpreet
16/04/2012
Kaur, Laetitia Moustie, Julie Roche
10

11. SOURCES
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 www.naturabrasil.fr
 http://naturavendas.wordpress.com/a-natura/
 http://natura.infoinvest.com.br/enu/2428/relatorioan
ualcompleto_ingles_1008.pdf
 http://natura.infoinvest.com.br/enu/3613/CreditSuis
se2011BrazilEquityIdeasConferenceV4.pdf
 Articles:
- Nurturing Natura: International cosmetic news
(03/2008)
- www.emarketing.fr
- www.GCImagazine.com 11
Ravi Kumar, Chandani Kathuria, Harpreet Kaur, Laetitia
Moustie, Julie Roche