Download - BIO-BEAUTE BY NUXE EXPORTED IN DUBAI
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NUXEBIO BEAUTE
in Dubai
Minying LIU, Li LIANGNévine Chatila, Lylia DjenaneSixtine Boulard de Quatrebarbes
Group 8 Marketing Presentation
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DUBAI STRATEGY CHOICES MARKETING MIX BUSINESS PLAN
1957 1989 1992 2003 2007 2012Founded by a pharmacist
Bought by Aliza JabesL”huile prodigieuse” lighted up the year 1992
International launchingInnovation PrizeCreation of the men range
• Nuxe has grown in the highest speed among the drug-store market
• Now the goods present in 74 countries and have filed 45 patents successfully.
• 30 Nuxe SPAS situate in the most luxurious locations.
NUXE INTRONUXE INTRO
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NUXE INTRO DUBAI STRATEGY CHOICES MARKETING MIX BUSINESS PLAN
NUXE Philosophy
Sensory Experience
Accessibility
EvalutionInnovation
Nature Opportunities
1. Low market growth in Europe2. Enlarge visibility globally3. Earn higher profits and margins4. People become sensitive to organic goods5. French image => Good
Risks
1. Costly to keep country of origin2. Exchange rate and country risk3. Misunderstand the policies 4. Need adapation to the local culture
Internationalize NUXE
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DUBAI STRATEGY CHOICES MARKETING MIX BUSINESS PLANNUXE INTRO
Macro Env.PoliticalEconomicSocial
Technological
LegalEnvironmental
Propose economic diversification(especially tourism)
Dubai International Airport Dubai Mall
A couple of trade agreements
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DUBAI STRATEGY CHOICES MARKETING MIX BUSINESS PLANNUXE INTRO
Macro Env.PoliticalEconomicSocial
Technological
LegalEnvironmental
2009
2014
Source: IMF, 2014
The Credit Crisis
GDP per capita: 24,866 USDGrowth rate: 4.5%
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, 2006
DUBAI STRATEGY CHOICES MARKETING MIX BUSINESS PLANNUXE INTRO
Macro Env.PoliticalEconomicSocial
Technological
LegalEnvironmental
17%10.8%
9.1%
7.5%
13.3% 42.3%
UAE citizens(include Dubai)
IndianPakistani
Bangladeshi
Arabian(except UAE)
Others
Source: National Center of Statistics, 2006
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DUBAI STRATEGY CHOICES MARKETING MIX BUSINESS PLANNUXE INTRO
Macro Env.PoliticalEconomicSocial
LegalEnvironmental
A modern city, developed system of transportation, infrastructure and many luxurious shopping malls
Tropic climate, hot and dry weather
Nearly no legal restriction to the foreign enterprises located in the free trade areas. Culturally there are some restrictions on the advertisement with women.
EnvironmentalLegal
TechnologicalTechnological
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DUBAI STRATEGY CHOICES MARKETING MIX BUSINESS PLANNUXE INTRO
Micro Env.Market SizeCompititionDistribution
Citizens(2006): 1.1 million male and 340 thousand female
Tourists(2015): 14.2 million totally
Source: National Center of Statistics, 2006 National Center of Tourism, 2014, 2015
Market Size(2014): 107 million Euro
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, 2006
DUBAI STRATEGY CHOICES MARKETING MIX BUSINESS PLANNUXE INTRO
Micro Env.Market SizeCompititionDistribution
Dubai Cosmetics Exhibition(Beauty World Middle East)
Strong Competitors
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, 2006
DUBAI STRATEGY CHOICES MARKETING MIX BUSINESS PLANNUXE INTRO
Micro Env.Market SizeCompititionDistribution
01
02
03
Retailers (supermarkets): Carrefour and Géant (to the mass market), Harvey Nichols and Debenhams (to high-end product market)
Retailers (pharmacies and chain stores): The Body Shop and Boots
Specialized shops: L’Oréal, Estée Lauder and other brands.
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DUBAI STRATEGY CHOICESMARKETING MIX BUSINESS PLANNUXE INTRO
Selected Country
Timing of Entry
Entry Mode
Strategy Decisions
Selected Country: Dubai , the United Arab Emirates
Industry Growth• The beauty industry → a continuous booming market
• Estimated 348 USD per capita on personal care products in 2017• Men’s personal care industry, 7% growth in 2013Local Consumer behavior
• Increasing beauty awareness• Increasing middle-class consumption
• Sensitive to packaging, after-sales service, the innovation element
Source: Euromonitor• Prefer solution-oriented products with clearly defined benefits
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, 2006
DUBAI STRATEGY CHOICESMARKETING MIX BUSINESS PLANNUXE INTRO
Selected Country
Timing of Entry
Entry Mode
Strategy Decisions
Waterfall strategy: Dubai(UAE) => other countries in Middle EastLaunch in 2017
Timing of Entry
Timing of Entry
Entry Mode
Quick enter with less cost, remaining origin of FrancePlentiful experience in exportation
Entry Mode: Direct Export
Low tariff and non-tariff barriers in Dubai
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DUBAI STRATEGY CHOICESMARKETING MIX BUSINESS PLANNUXE INTRO
Selected Country
Timing of Entry
Entry Mode
Strategy Decisions
Competitive Strategy: Board differentiation in product and image
PositioningTarget Consumers: Women and men(15~54) in UAE
Unique Benefits:Functional value
Symbolic value
Organic beautyAccessible beauty
Set of Competitors:
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, 2006
DUBAI STRATEGY CHOICESMARKETING MIX BUSINESS PLANNUXE INTRO
Selected Country
Timing of Entry
Entry Mode
Strategy Decisions
Offer Portfolio:ProductBackground information Usage occasion Offer portfolio
Strong sunlight exposure; Air-conditioned
indoors
Skin dryness MoisturizersSunburn Sunscreen cream; repair
creamsDarken skin Skin whitening creams
Sun exposure, aging Aging Soothers
Accumulated sun damage
Dark spots, age spots Freckle creams
Women full-coverage
preference Bright-color lipsticks, trendy
eye make-up, mascaras
Men’s products Daily usage Moisturizing cream, shaving goodsService
My Beauty Tips
Consumer Contact
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DUBAI STRATEGY CHOICESMARKETING MIXBUSINESS PLANNUXE INTRO
03Men’s Product
02Body Care
01
Face CareProducts
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, 2006
DUBAI STRATEGY CHOICESMARKETING MIXBUSINESS PLANNUXE INTRO
Price High purchasing powerStrong demand for natural productsOur “Access Beauty” concept
Market penetration pricing strategy
Packging
English Information
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DUBAI STRATEGY CHOICESMARKETING MIXBUSINESS PLANNUXE INTRO
Place
Sephora Marina Mall Boots Pharmacy
Distribution
France Distributor Retailer CustomerImporter
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DUBAI STRATEGY CHOICESMARKETING MIXBUSINESS PLANNUXE INTRO
0% 10% 20% 30% 40% 50% 60% 70% 80%
TV
Ipad
PC
Phone
20152012
0% 20% 40% 60% 80% 100%
20152012Twitter
Youtube
Internet users according to screen devicesSocial platform usage of Internet users
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, 2006
DUBAI STRATEGY CHOICESMARKETING MIXBUSINESS PLANNUXE INTRO
Promotion
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, 2006
DUBAI STRATEGY CHOICES MARKETING MIX BUSINESS PLANNUXE INTRO
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, 2006
DUBAI STRATEGY CHOICES MARKETING MIX BUSINESS PLANNUXE INTRO
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DUBAI STRATEGY CHOICES MARKETING MIX BUSINESS PLANNUXE INTRO
Q & A
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Group 8 MarketingPresentation
THANK YOU!