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