希腊KORRES化妆品市场战略调查.pptxVIP

MIRAGECONSULTING FIRMKorres Brand Growth and Expansion PlanMirage Consulting Firm (Group 2)Chizoba Aninwoya, Abbas Deesawala, Songrui Li, Stefan Marcus, Zoi Spyropoulou and Archana VedavyasNovember 4, 2011 MIRAGECONSULTING FIRMOutlineThe marketThe companyRecommendationsProduct strategyExpansion Research and innovationConclusion The MarketMIRAGECONSULTING FIRMMoney spent on cosmetics in 2010 exceeded US $243 billion [Euromonitor, 2010]Consumers shifting towards natural cosmetics [Global Insight, 2007]Euromonitor, 2010MIRAGECONSULTING FIRMThe Market - CompetitorsCompetition from big multinationalsL’Oreal Nivea, Neutrogena Body Shop Avon http://how-to-learn.co.uk/wp-content/uploads/2011/08/how-to-learn-about-cosmetics2.jpgMIRAGECONSULTING FIRMThe Company - StrengthsEco-friendly packaging and factoriesQuality award winning products (20 Awards in 2010)Continuous research and innovation Large variety of productsGreek identity/wp-content/uploads/2008/12/p156204_hero.jpgThe Greek Gods Use ItMIRAGECONSULTING FIRMThe Company – Target MarketBroad spectrumMainly focused on womenMiddle class consumers seeking affordable prices (Korres line) or lower (Kings and Queens)MIRAGECONSULTING FIRMThe Company – Financial SituationHow can we help??(Korres, 2004-2010)MIRAGECONSULTING FIRMRecommendations –Product strategy According to our survey (Mirage Consultancy, 2011): 86.7% preferred natural products over synthetic onesBUT only 21% were aware of Korres and only 7.5% had tried Korres products MIRAGECONSULTING FIRMRecommendations Mirage Consultancy, 2011Some main competitive brands women are aware of / used Product strategy- target market Use differentiation-based focus strategy to better identify the target marketsProduct lineTarget GroupDistribution Kings and QueensPeople who do not want to spend a lot of money on cosmeticsSupermarkets, Department stores, onlineKorresPeople who are willing to spend enough money in order to get natural cosmetic products of good qualityPharmacies, Korr