Post on 11-Jul-2015
transcript
Nathan Morris, Rebecca Stephens,
Max Roberts and Laura Jibson
Introduction
Mission Statement
Our mission statement…
AAK
spire to produce unique skincare products
lways committed to our customers
ind to the environment at all times
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
PEST
• 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
Political
PEST
• 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
Economic
PEST
• Consumers increasingly
concerned with safety
credentials of cosmetics
• Increase in demand for organic
and Fair Trade produce
• Generally long and hectic
working days
Social
PEST
• 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
Technological
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
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
Positioning
Luxury
Middle
Value or Own Brand
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
RangeA range of vegetable oil-based bath and shower
products for various purposes and day-to-day uses…
• 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
Placement
• The ‘big four’ supermarkets
and Waitrose
• A Natura online shop and
direct telephone orders for
customer convenience
• Must maintain our brand’s
exclusivity
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