natura v1 (1)
DESCRIPTION
Our marketing presentation on Natura Cosmetics a Brazilian Cosmetics companyTRANSCRIPT
10
/04
/20
23
Ravi K
um
ar, C
handani K
ath
uria
, Harp
reet K
aur, La
etitia
Moustie
, Julie
Roch
e
1
NATURADirect-sales marketing:
building customer relationships
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ABOUT NATURA? Co-chairman: Antonio Luiz Seabra and Pedro Luiz
Passos. Headquarter: Sao Paulo Brazilian enterprise acting in cosmetics sector The world’s fifth largest market for these products
Fiscal year 2009: Sales: $2,424.8MNet income: $390.9M
Ravi Kumar, Chandani Kathuria, Harpreet Kaur, Laetitia Moustie, Julie Roche
Founded by Luis Seabra in Sao Paulo
It went into direct-sales
Spreads in other Latin American countries
Ekos line: sustainable use of Brezilian biodiversity
1969
2000
1989
1974
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BRAND CONCEPT Bem estar Bem: well-being-well Pioneers in Green Marketing Commitment to the truth Casa natura Focus on relational marketing by direct-sales
Ravi Kumar, Chandani Kathuria, Harpreet Kaur, Laetitia Moustie, Julie Roche
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SEGMENTATION- Geographic segmentation 98% of Natura sales in Brazil, 2% of Natura sales in
Chile, Bolivia, Argentina, Peru, France, Mexico and Colombia.
Ravi Kumar, Chandani Kathuria, Harpreet Kaur, Laetitia Moustie, Julie Roche
- Human segmentation- Social segmentation-Productsegmentation in Brazil
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POSITIONING
Ravi Kumar, Chandani Kathuria, Harpreet Kaur, Laetitia Moustie, Julie Roche
High prices
Low prices
Eco- friendlybehavior
No Eco-friendlybehavior
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PRODUCT: BRAND PORTFOLIO
Ravi Kumar, Chandani Kathuria, Harpreet Kaur, Laetitia Moustie, Julie Roche
-900 products-Eco –friendly product and packaging-Valuable natural resources
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PRICE: LOCAL PRICE STRATEGY
Consultants
Internet
Product Price in Brazil Price in France
Ekos shower gel 17.40R$(7.5€) 11.50€
Mama e bebe liquid massage lotion
17R$for 200ml(7.32€) 14.50€
Tododia body lotion 29.80R$(12.84€) 25. 50€
PLACE: DIRECT B2C
Ravi Kumar, Chandani Kathuria, Harpreet Kaur, Laetitia Moustie, Julie Roche
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Ravi Kumar, Chandani Kathuria, Harpreet Kaur, Laetitia Moustie, Julie Roche
PROMOTION Retail stores: Paris, Mexico city: image / showcase Direct Sales through beauty Consultants Consultants’ blog Advertisements / advertising Internet- facebook, orkut, flickr Catalog / Magazine
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KEY ISSUES 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%)?
Ravi Kumar, Chandani Kathuria, Harpreet Kaur, Laetitia Moustie, Julie Roche
10
/04
/20
23
10
Ravi K
um
ar, C
handani K
ath
uria
, Harp
reet K
aur, La
etitia
Moustie
, Julie
Roch
e
10
/04
/20
23
11
SOURCES
www.naturabrasil.fr http://naturavendas.wordpress.com/a-natura/ http://natura.infoinvest.com.br/enu/2428/rela
torioanualcompleto_ingles_1008.pdf http://natura.infoinvest.com.br/enu/3613/Cre
ditSuisse2011BrazilEquityIdeasConferenceV4.pdf
Articles: - Nurturing Natura: International cosmetic
news (03/2008)- www.emarketing.fr- www.GCImagazine.com
Ravi Kumar, Chandani Kathuria, Harpreet Kaur, Laetitia Moustie, Julie Roche