Beauty & Go The growing challenge Universidad de Chile Consultant
Agenda Main Challenge Company Growth Strategy Alternatives Recommendation (Where to Play) Implementation (How to Win) Conclusion
Beauty & Go Beauty & Go is the result of a scientific collaboration between AMC Group, Natura Bisse and Danku, where a new product has been developed the first beauty drink in the world, enriched with macro- antioxidants. Main Challenge Beauty & Go has a ginormous potential in Spain, UK and Vietnam at the moment, so it is time to define where and how to expand the production and distribution worldwide and be successful.
Industry AMC Group Value Proposition Unique Costumer Focus Variety of Flavors Fresh Juices Innovative Health Lifestyle High Quality
Nature Bisse Value Proposition High- medium class High Quality products Young women Skin Care products Relaxing Tested results Good experience
Strengths of the Joint Venture Natura Bisse E-Commerce Knowhow Life Science AMC Group Credibility in Beauty Industry Knowledge Danku Beauty & Go High technology Capacity Production Knowhow Recipes Logistic Management
Beauty & Go High- medium class Vitamin and Minerals Women worries about health, beauty and skin care Beauty Drinks Complement of beauty treatments Use of Macro- Antioxidants Beauty Ingredients
Beauty & Go Juice Strength Low Calories No sugar added No preservatives No refrigeration need Innovate Knowhow Suitable for celiac, diabetics, pregnant and lacting women Positive effects on lipid metabolism Weakness High prices Accessibility Flavor Low general knowledge
Advantage Position Map of Beauty & Go Enters barriers Beauty & Go Juices Companies Benefits
Health Position Map of Substitutes Products Price/ Benefits Beauty & Go Food/Juice Vitamins Pills Powders Use of preservatives
Growth Strategy Where to Play How to Win
Alternatives on Where to Play Channels Food Stores Premium Food Stores Healthy & Beauty Retailers SPA, GYM, Hotels, Beauty Salons Ecommerce Beauty&Go Stores
Alternatives on Where to Play Channels Pros Cons Food Stores Massive reach Less Margins Associated with the juice industry Premium Food Store Aligned with out vision of being a lifestyle brand Small Channel Higher Margins Healthy & Beauty Aligned with our vision of being Retailers a lifestyle brand Medium Channel SPA, GYM, Hotels, Beauty Salons Higher Margins Aligned with our vision of being a lifestyle brand Small Channel Different Go to Market than ACM juices Ecommerce Massive reach Leverage in digital marketing No trial Beauty&Go Stores Brand Awareness Bigger Investment
Tailored Recommendation by Geography % Revenues Central Europe ASIA Ecommerce Health & Beauty Stores SPA/GYM/Hotels Ecommerce Health & Beauty Stores Beauty&Go Stores via a Franchise model 32% 18% 16% 34% Retail distribution Health & Beauty Int. distribution On-line internet Latin America Health & Beauty Stores Beauty&Go Stores via a Franchise model % Op Profits US On Hold 32% 18% 16% 34% Retail distribution Health & Beauty Int. distribution On-line internet
Implementation Ecommerce Membership program (3 month prepaid package) Sales through own ecommerce structure instead of a third party. Asia distribution and logistics partner. Outsource and train a Customer Service Department for online customer s support. Targeted marketing campaign with promotions and social media. Health & Beauty + SPA/GYM/Hotels Targeted marketing campaign Identify and develop a sales and support team for this channel with clear growth objectives. Train SPA/GYM/Hotels personnel about the product. Beauty&Go (Franchise) Develop the standards and agreements with the potential franchisees Establish the network of franchisees and train them. Establish a Franchise team of supervisors responsible of monitoring the performance and quality. Targeted marketing campaign Supply chain adjustments. Moving technology to other squeezing facilities. Region 2016 2017 2018 Central Europe ASIA La>n America
Product/ Price/ Marke/ng Strategies Channels Beauty&Go Stores (Franchise) Healthy & Beauty Retailers SPA, GYM, Hotels, Beauty Salons Ecommerce Price/Product/ marke/ng Higher Price (depends on market) Provide a great customer experience Natural ingredient, freshness and longer life. The communica>on will be via special beauty channels. $4.97 Provide a place to drink the beverage in a lux way. Natural ingredient that provide beauty benefits, MacroAn>oxidant and vitamins and minerals, freshness and longer life. The communica>on will be via special beauty channels. $4.97 Provide a place to drink the beverage in a lux way Natural ingredient that provide beauty benefits, MacroAn>oxidant and vitamins and minerals, freshness and longer life. The communica>on will be via special beauty channels. $4.97 MacroAn>oxidant and vitamins and minerals, freshness and longer life, provide a interac>ve way to show the results and benefits of the consump>on of the product. The communica>on will be via special beauty channels.
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