1. Ravi Kumar, Chandani Kathuria, Harpreet Kaur,
16/04/2012
Laetitia Moustie, Julie Roche
Direct-sales marketing:
NATURA
building customer
relationships
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2. ABOUT NATURA?
Co-chairman: Antonio Luiz Seabra and Pedro Luiz
16/04/2012
ď˘
Passos. Headquarter: Sao Paulo
ď˘ Brazilian enterprise acting in cosmetics sector
ď˘ The worldâs fifth largest market for these products
1969 1974 1989 2000
Founded by It went into Spreads in Ekos line:
Luis Seabra direct-sales other Latin sustainable use
in Sao Paulo American of Brezilian
countries biodiversity
ď˘ Fiscal year 2009: Sales: $2,424.8M
Net income: $390.9M 2
Ravi Kumar, Chandani Kathuria, Harpreet Kaur, Laetitia
Moustie, Julie Roche
3. BRAND CONCEPT
ď˘ Bem estar Bem: well-being-well
16/04/2012
ď˘ Pioneers in Green Marketing
ď˘ Commitment to the truth
ď˘ Casa natura
ď˘ Focus on relational marketing by direct-sales
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Ravi Kumar, Chandani Kathuria, Harpreet Kaur, Laetitia
Moustie, Julie Roche
4. SEGMENTATION
- Geographic segmentation
16/04/2012
- Human segmentation 2% of Natura sales in Chile,
98% of Natura sales in Brazil,
Bolivia, Argentina, Peru, France, Mexico and Colombia.
- Social segmentation
-Product
segmentation
in Brazil
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Ravi Kumar, Chandani Kathuria, Harpreet Kaur, Laetitia
Moustie, Julie Roche
5. POSITIONING
High
prices
16/04/2012
Eco- No Eco-
friendly friendly
behavior behavior
Low 5
prices
Ravi Kumar, Chandani Kathuria, Harpreet Kaur, Laetitia
Moustie, Julie Roche
7. PRICE: LOCAL PRICE STRATEGY
Product Price in Brazil Price in France
16/04/2012
Ekos shower gel 17.40R$(7.5âŹ) 11.50âŹ
Mama e bebe liquid 17R$for 200ml(7.32âŹ) 14.50âŹ
massage lotion
Tododia body lotion 29.80R$(12.84âŹ) 25. 50âŹ
PLACE: DIRECT B2C
ď˘ Consultants
ď˘ Internet
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Ravi Kumar, Chandani Kathuria, Harpreet Kaur,
Laetitia Moustie, Julie Roche
9. KEY ISSUES
16/04/2012
ď˘ Why consumers prefer to buy from consultants
rather than internet?
ď˘ How to grow the network of consultants? How to
recruit competent consultants?
ď˘ How to spread this concept abroad (foreign sales:
only 3%)?
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Ravi Kumar, Chandani Kathuria, Harpreet Kaur, Laetitia
Moustie, Julie Roche