1. Peter Fontana Kelly Wilson George Lazar Hsin-Yi Tai Group 2

4. About Sasa 1978 1985 1989

12. How can Sasa better leverage its brand equity?

14. Turnover

15. Innovation Professionalism Value Customer Customer Customer Steady Growth Brand Truth

18. Opportunities Cosmetics Fitness Wellness Food Beauty Media Training Centre Lifestyle

19. How to improve profitability and maintain growth?

20. Where are the customers shopping? 28 3 11 Body Shop Tier 3 5 5 Red Earth Tier 2 5 28 31 Shiseido Tier 1 Cosmetics 4 Ponds Tier 3 7 Red Earth Tier 2 49 40 42 Calvin K Tier 1 Fragrance 14 14 Revlon Tier 3 6 9 13 Ultima Tier 2 22 31 42 Shiseido Tier 1 (in %) (in %) (in %) Skincare Rainbow Bonjour Sasa

21. Sasa Vs. Goliath 50 5 11 Body Shop Tier 3 29 14 5 Red Earth Tier 2 15 70 31 Shiseido Tier 1 Cosmetics 46 3 4 Ponds Tier 3 3 12 7 Red Earth Tier 2 20 66 42 Calvin K Tier 1 Fragrance 32 18 14 Revlon Tier 3 49 20 13 Ultima Tier 2 20 63 42 Shiseido Tier 1 (in %) (in %) (in %) Skincare Specialty Shops Dep. Store Sasa

22. Segmentation - 6 19 Real Spender 5 21 41 Convenience Seeker 5 37 50 Value Seeker 4 31 57 Real Spender Purchase 4 18 23 Convenience Seeker 5 29 Value Seeker TOM Rainbow Bonjour Sasa

23. Where is she spending? $3,981 $4,008 $4,884 Mon. Household Income $1,243 $1,373 $1,732 Mon. Personal Income 12 11 8 Retired/Unemployed 31 20 19 Housewives 29 17 15 Students 6 7 7 Part time 22 41 48 Full time Working Status 8 9 11 50-64 27 24 22 40-49 17 18 27 30-39 28 31 29 20-29 20 16 11 15-19 (in %) (in %) (in %) Age Rainbow Bonjour Sasa

28. How can Sasa grow its brand?

32. Objective: To reach out to the teenage audience, to move from their consideration set to the preferred retailer. Desired response: To influence the beauty conscious teens to shop at Sasa.

33. Objective: Communication highlighting the range of brands they stock. An exercise in association branding. Desired response: Sasa is a premium retailer stocking the leading cosmetic brands

34. Objective: To reiterate its discount retailing heritage. Desired response: To drive home the point that Sasa is value for money.

35. Go Pink!