team10 booklet

8/8/2019 Team10 Booklet

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When Queen Elizabeth-I ruled sixteenth-century in England,

she used white lead paint to keep her complexion youthful.

Although todays cosmetics made the switch to skin-friendlyingredients a long time ago, we are still attracted to skin that

appears to glow naturally. The latest help in our quest for

naturally glowing skin: the natural nourishment by Piz Buin.

Nature gives Beauty, Piz Buin nourishes it naturallyTeam 10:

Sakshi Joshi

Vineet Bagri


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CONTENTS: Pg. No.

1. INTRODUCTION 32. SWOT 53. BRAND REPOSITIONING 64. TRENDS 75. TARGET GROUP 96. BRAND STRATEGY- BRAND COLLABORATION 117. OFFERINGS BY PIZ BUIN 148. COMMUNICATION 169. SUSTAINABILITY 17

REFERENCES


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1. INTRODUCTION

Piz Buin has been the word in modern, revolutionary and sophisticated sun careproducts. Piz Buin has always been the innovator- The First sun protection product inthe world, First water-resistant sun-care products, First one to introduce a range

specifically designed for the mountains.Its brand heritage has portrayed the brand as glamorous which consistently captured

the Zeitgeist of the era with its aesthetic products. (www.pizbuin.com)

After years of success, Piz Buin today finds itself in todays crowded market failing to

reach the users to ensure long-term success. So, in order to turn around its fortunes,

there is a need for repositioning and revitalization of the brand.

By analyzing the rich heritage of Piz Buin, the pillars were identified and a fit with the

brand was created. The brand is now revitalized keeping in mind the rich heritage of Piz

Buin and the new look it requires for entering the German market.

The Pillars were related with the name of the brand PIZ:

P- Premium

I I & Beauty

Z - Zeitgeist (era of health & wellbeing)
http://www.pizbuin.com/http://www.pizbuin.com/


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SUPERIOR QUALITY

- It is of superior quality, usingthe best of natural and

organic ingredients and

using the state-of-the-art

technology and expertise. It

follows the finest standards

of excellence and adopts

extensive research to offer

the best products.

UNIQUE IN ITS OWN WAY

- Piz Buin is a pioneer insunscreen offerings and

the one which provides

high quality product

offering in the most

differentiating manner.

It will provide the most

sustainable product in

an innovative manner.

-GLAMOROUS

Its classy and chic, with

elegantly designed and

textured bottle, giving a

feeling of sophistication and

the signature fragrance and

natural sensuality gives you

the feeling of luxury.

HARMONY WITH NATURE

- Piz Buin will providessun care offerings

which is taken from

nature, which in turn

helps to brings the

natural glow in you

and shows no sign of

fading.

BEING YOURSELF

- Beauty is all aboutbeing your-self and

its a reflection of

what you are. Piz

Buin assures that you

look beautiful by not

faking or applying

extra makeup, but by

being natural

REJUVENATING

- Refreshes andrevitalizes the skin,

protecting it from the

sun and maintaining

healthy and radiant

glow on the skin

-

ETHICAL

- It is ethical in itsoperations, marketing

and product offerings. It

takes care of waste

reduction, saving

electricity, minimal

packaging.

WELL- BEING

- It takes care of theoverall well-being of the

customers. It keeps the

skin healthy and glowingalong with sun-

protection. It not just

provides a superficial

glow on skin but actually

pampers the skin from

inside and maintains its

natural and radiant glow.

GORGEOUSLY GREEN

- People usually feel thatwhen they are using

natural and organic

products, they are using

medication products and

feel its ugly, but in case

of PIZ BUIN, it not only

has natural ingredients

but it is also as luscious

as other skin care

products and offers sun

protection for the skin,

keeping it healthy and

radiant. It provides

healthy sun protection in

a greener way.


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2. SWOT

STRENGTHS WEAKNESS

Traditional and rich brand heritage

with Iconic, contemporary andsensuous image

Strong R&D, new patentedtechnology- helioplex (can be used asa trademark for qualtiy assurance inhealth care)

Signature fragrancemakes brandrecognition and recall easy

Product innovator

NO green orientation, when there is an

high demand for natural products

Sun-care is highly competitive and theretailers have their own brands.

Consumer associate it with deep tan only

Weak distribution channels.

OPPURTUNITY THREATS

The demand for organic products areincreasing at an exponential rate

A new segment to target called theLOHAS

who have the purchasing power andare ready to pay for high qualitynatural product

Rise in demand for natural glow andhigher SPF level.

Suncare required for sensitive skintype

No green orientation when the consumersare going organic

Strong competitors like lavera and weledahave a strong customer base

Shelf space in retail stores is limited

EU regulations ( strict rules foringredients)


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3. BRAND REPOSITIONING

VISION-

To become a sustainable and generic brand in natural sun care offering

MISSION-

We are committed to deliver high quality sun care products that nourish the skin with

healthy ingredients and provide long lasting skin care benefit so that you Experience the

sun as nature intended

POSITIONING-

- To become a sustainable brand in natural sun care offering by focusing on overall

well-being of the customers


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4.TRENDS

Well being:

Consumer analysts, marketing experts and the World Health Organization (WHO) allAgree actively enhancing mental and physicalwellnesswill be one of the mostimportant issues in the coming years. Those products appeal across demographics,serving the ideal of well-being both for the consumers and the environment. Until the1980s wellness meant a healthy state of well-being free from disease. Today, more andmore people want to live an active and healthy life, with the result that the wellnesstrend has gone from being a minority fad to a global mass movement. Pleasure andhealth are no longer contradictory impulses, but rather are united in a vision of a betterfuture. In Data monitors consumer surveyconducted in February 2006, 51% ofconsumers agreed with the statement that natural ingredient basedskincare and personal hygiene products are healthier and better and 60% agreedthat they associate natural products with wellness/well-being more than unnaturalequivalents. The analysis shows that natural personal care is a rapidly growingmarket. Over the next five years, it will grow at a rate of 12% a year overall.

Green is going mainstream. While this trend has been observable for some time, therehas been a change in consumer motivationsbehind it in recent years. Greenconsciousness today is on a different level from the fast moving trends seen in previousdecades: whereas in the past, going green often meant making sacrifices, today it isseen as something that actuallyenriches peoples lives.

According to a February 2007 study bythe Future Institute, a new kind of consumeris merging all over the world. This group is referred to by the acronym LOHAS, standingfor Lifestyle of Health and Sustainability, and it already includes, to a greater or lesserextent, more than one third of consumers in industrialized societies.

Soon the country goes organic

On 5th to 17thOctober the organic capital of Germanyi.e. Berlin will experience a campaign called Berlin

goes bio.

Goes organic' is an Alliance of 130 Organic andnatural food and eight major Organic or naturalcosmetic brands. These are Allos, Davert, Life,Logona, neobio, Sbbeke, Tartex and

Voelkel.(www.berlin-goes-bio.de)
http://www.berlin-goes-bio.de/http://www.berlin-goes-bio.de/http://www.berlin-goes-bio.de/


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5.TARGET GROUP

LOHAS:

There are 8 million LOHAS and consume goods worth 200 billion euros a year.

(Schulz, 2008)

In 2008, the German market for certified natural cosmetics grew by 10 % to 672 million

EUR, with a market share of 5.3 % in total cosmetic sales. According to IRI Information

Research of Nrnberg, Natural cosmetics achieved 7.6 % sales growth in the Germany,2009. Organic Monitor forecasts indicated that European sales figures rose by 13 % in

2009, with France and Germany showing the fastest growth. (Organic and Wellness

News, 2010)

In Germany, the turnover of Natural Cosmetics increased to 672 million Euros in

2008,showing a rise of 60 million Euros. In 2009, the natural cosmetics market is

continuing to grow in Germany: The rise in customer numbers is constant, with a fifth

of all Germansnow buying natural cosmetics. (BIO forum, 2009).

Targeting the Lohas means targeting the world at large


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Meridian spa members:

The company has around 30000 members which can be targeted by

forming a collaboration with the spa and its associate partners

Partners:

http://www.meridianspa.de/
http://www.meridianspa.de/http://www.meridianspa.de/http://www.meridianspa.de/


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6.BRAND STRATEGY

Brand collaboration

Meridian Spa

Founded in 1984 in Hamburg company

stands for the well being of body, mind and soul

6 plants- Hamburg (4x), Berlin (1x) and Kiel (1x),

approximately 30,000 members

three core: fitness, wellness and body care

leader in the premium segment of the fitness and wellness

Source-http://www.meridianspa.de/
http://www.meridianspa.de/http://www.meridianspa.de/http://www.meridianspa.de/http://www.meridianspa.de/


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BRAND COLLABORATION:

Piz buin vs Meridian spa

Logo:

vs

Both have an orange color in their logo

Positioning:

Meridian Spa- discover your hidden energy and well-beingfor body, mind and

soulto obtain a holistic

Piz Buin- sustainable brand in natural sun care offering focusing on overallwell-

being of the customers

Meridian Spa and Piz Buin-

Cultural Fit Same Category of Health and Beauty Focuses on Well being Match of colors, values and positioning (Premium)

Similar Target group (Healthy lifestyle, Urban, Quality conscious)

Meridian Spa and Piz Buin together introducing-

Piz buin collaborates with Meridian Spa, where Piz buin can introduce a small world

for the customer which looks after their well being naturally. Here Piz Buin can offer

the services of skin profiling and advise customers about their skin types and the

suitable sunscreen according to skin type and tone. It can offer its products as

samples for promotion as well as for sale.

Here, it can take advantage of the present customer base of Meridian Spa, who are

the ones looking for a healthy and balanced lifestyle and want to look young andhealthy and are also ready to pay premium price for such services.

For Meridian Spa, it is an advantage as it can offer a whole range of new services for

its customers, using the expertise of Piz Buin (The innovator of the worlds First

sunscreen).


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Meridian Spa would be able to leverage its own brand by offering wellbeing clinic

in collaboration with Piz Buin. Moreover, Meridian Spa would be able to reach new

customers- the LOHAS, through natural sun-care products of Piz Buin.

Further more in the long run Piz buin can target their various partners who are in

Meridian Spa until at least 2010 official partner of the

Fitness & WellnessVattenfall Cyclassics. Vattenfall

sponsors the Cyclassics every year. As Europe's largest

cycling event to have the Vattenfall Cyclassics

established as firmly fixed in Hamburg and inspire each

year, over 20,000 cyclist and everyone in parallel up to

184 professionals, including the world's elite.

Myline is the simplest approach to diet and stay slim to

be. Myline is suitable for anyone wishing to lose weight

without starving - because Myline connects in an eight-

week nutrition group Healthy eating, proper exercise

training and positive thinking.

An Health insurance provider. It rewards the healthy

behavior, and the health program of members in

Meridian Spa.

Source-http://www.meridianspa.de/de.php/unternehmen/stiftung_warentest.html
http://translate.googleusercontent.com/translate_c?hl=en&sl=de&u=http://www.vattenfall-cyclassics.de/&prev=/search%3Fq%3DMeridianSpa.de%26hl%3Den&rurl=translate.google.com&twu=1&usg=ALkJrhiwWspsuE3izySU-qejY1q9YSsvighttp://translate.googleusercontent.com/translate_c?hl=en&sl=de&u=http://www.vattenfall-cyclassics.de/&prev=/search%3Fq%3DMeridianSpa.de%26hl%3Den&rurl=translate.google.com&twu=1&usg=ALkJrhiwWspsuE3izySU-qejY1q9YSsvighttp://translate.googleusercontent.com/translate_c?hl=en&sl=de&u=http://www.vattenfall-cyclassics.de/&prev=/search%3Fq%3DMeridianSpa.de%26hl%3Den&rurl=translate.google.com&twu=1&usg=ALkJrhiwWspsuE3izySU-qejY1q9YSsvighttp://www.meridianspa.de/de.php/unternehmen/stiftung_warentest.htmlhttp://www.meridianspa.de/de.php/unternehmen/stiftung_warentest.htmlhttp://www.meridianspa.de/de.php/unternehmen/stiftung_warentest.htmlhttp://www.meridianspa.de/de.php/unternehmen/stiftung_warentest.htmlhttp://translate.googleusercontent.com/translate_c?hl=en&sl=de&u=http://www.vattenfall-cyclassics.de/&prev=/search%3Fq%3DMeridianSpa.de%26hl%3Den&rurl=translate.google.com&twu=1&usg=ALkJrhiwWspsuE3izySU-qejY1q9YSsvig


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7.OFFERINGS BY PIZ BUIN

ALL YOU DESIRE WORLD:

People have unique combination of skin types, sensitivities, lifestyle and product

preferences, affecting their type of sunscreen

The Piz Buin wellness clinic at meridian spa, wouldbe an Innovation zone where

customers can desire their own personalized sunscreen by selecting from their favorite

color and fragrance

Picture showing : PIZ BUIN WELLBEING CENTER


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OTHER OFFERINGS:

Analyzing the skin type, requirements and the suitable SPF level for differentkind of sunscreens would be provided.

www.savvyskin.com

OTHER DISTRIBUTION

CHANNELS

Bio stores Meridian Spa (Collaboration

Partner)

BIO STORES

Bio Company Shop Friedrichshain GmbH & Co. KG Bioinsel Naturkost Bio Berlin
http://www.savvyskin.com/http://www.savvyskin.com/http://www.savvyskin.com/


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8.COMMUNICATION

ONLINE MEDIA

The LOHAS E-Weekly Newsletter

The LOHAS Forum

The new (online)LOHAS Business Directory

Health Care Blog

PRINT MEDIA

Fashion, health and Lifestyle magazines

Organic Spa

Whole livingThe LOHAS Journal

FAIRS AND EVENTS

Berlin Bio Campaign

Lohas Venture fair

The Skin check up tour

SALES PROMOTION

-Free care packages to the members of the spa thereby reaching to 30000

prospect customers and creating a Piz Buin communit

Give away Piz Buin organic T-shirts


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9.SUSTAINABILITY

Minimal and recyclable packaging

Not use ingredients that accumulate in the body or the environment

Source natural ingredients locally

Conscious use of energy


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REFERENCE LIST

www.pizbuin.com

BIO forum (2009), Natural cosmetics conference: information and networking

in pleasant atmosphere, Organic-Market.info, Available from:

http://www.bioforum.be/v2/e_news/2009/34.html (Accessed on: 20/May/10)

Marketing Insider (2010), Ideas that make business sense from the inside out,

Available from:

http://www.marketinginsider.com/index.php?option=com_content&view=articl

e&id=41:who-are-lohas-consumers&catid=4:lohas&Itemid=48 (Accessed on:

22/May/10)

Natural Cosmetics (N.A.),What is the BDIH, Available from:

http://www.kontrollierte-naturkosmetik.de/e/bdih.htm (Accessed on

27/May/10)

Organic and Wellness News (2010), Organic cosmetic demand grows, Available

from:http://www.organicwellnessnews.com/2010/02/organic-cosmetic/ (Accessed on: 27/May/09)

Organic monitor (2006) THE EUROPEAN MARKET FOR NATURAL

COSMETICSAvailable from:http://www.organicmonitor.com/100160.htm

(Accessed on: 28/May/10)

Schulz W (2008), LOHAS are Trying to Balance Economy and Ecology,

Available from:http://www.magazine-

deutschland.de/en/environment/environment-and-climate/article/article/lohas-

suchen-die-balance-von-oekonomie-und-oekologie.html(Accessed on:

22/May/10)

The 2008 LOHAS Consumer Trends Database (2008), Available from:

http://www.slideshare.net/hecrod/sustainability-and-the-consumer-lohas

(Accessed on: 21/May/10)
http://www.pizbuin.com/http://www.pizbuin.com/http://www.bioforum.be/v2/e_news/2009/34.htmlhttp://www.bioforum.be/v2/e_news/2009/34.htmlhttp://www.marketinginsider.com/index.php?option=com_content&view=article&id=41:who-are-lohas-consumers&catid=4:lohas&Itemid=48http://www.marketinginsider.com/index.php?option=com_content&view=article&id=41:who-are-lohas-consumers&catid=4:lohas&Itemid=48http://www.marketinginsider.com/index.php?option=com_content&view=article&id=41:who-are-lohas-consumers&catid=4:lohas&Itemid=48http://www.kontrollierte-naturkosmetik.de/e/bdih.htmhttp://www.kontrollierte-naturkosmetik.de/e/bdih.htmhttp://www.organicwellnessnews.com/2010/02/organic-cosmetic/http://www.organicwellnessnews.com/2010/02/organic-cosmetic/http://www.organicwellnessnews.com/2010/02/organic-cosmetic/http://www.organicmonitor.com/100160.htmhttp://www.organicmonitor.com/100160.htmhttp://www.organicmonitor.com/100160.htmhttp://www.magazine-deutschland.de/en/environment/environment-and-climate/article/article/lohas-suchen-die-balance-von-oekonomie-und-oekologie.htmlhttp://www.magazine-deutschland.de/en/environment/environment-and-climate/article/article/lohas-suchen-die-balance-von-oekonomie-und-oekologie.htmlhttp://www.magazine-deutschland.de/en/environment/environment-and-climate/article/article/lohas-suchen-die-balance-von-oekonomie-und-oekologie.htmlhttp://www.magazine-deutschland.de/en/environment/environment-and-climate/article/article/lohas-suchen-die-balance-von-oekonomie-und-oekologie.htmlhttp://www.magazine-deutschland.de/en/environment/environment-and-climate/article/article/lohas-suchen-die-balance-von-oekonomie-und-oekologie.htmlhttp://www.slideshare.net/hecrod/sustainability-and-the-consumer-lohashttp://www.slideshare.net/hecrod/sustainability-and-the-consumer-lohashttp://www.slideshare.net/hecrod/sustainability-and-the-consumer-lohashttp://www.magazine-deutschland.de/en/environment/environment-and-climate/article/article/lohas-suchen-die-balance-von-oekonomie-und-oekologie.htmlhttp://www.magazine-deutschland.de/en/environment/environment-and-climate/article/article/lohas-suchen-die-balance-von-oekonomie-und-oekologie.htmlhttp://www.magazine-deutschland.de/en/environment/environment-and-climate/article/article/lohas-suchen-die-balance-von-oekonomie-und-oekologie.htmlhttp://www.organicmonitor.com/100160.htmhttp://www.organicwellnessnews.com/2010/02/organic-cosmetic/http://www.kontrollierte-naturkosmetik.de/e/bdih.htmhttp://www.marketinginsider.com/index.php?option=com_content&view=article&id=41:who-are-lohas-consumers&catid=4:lohas&Itemid=48http://www.marketinginsider.com/index.php?option=com_content&view=article&id=41:who-are-lohas-consumers&catid=4:lohas&Itemid=48http://www.bioforum.be/v2/e_news/2009/34.htmlhttp://www.pizbuin.com/

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