Transcript The Hazel Case - WordPress.com

Strategic new vision
by the Senior Management
represented by Martin Siebels & Pascal Matten
 Strengths
Overview

 Problems
 New Strategy
 Mission Statement
 New Logo
 Marketing Campaign
Strengths

 More than 50 years of experience
 Global market access
 Famous & strong brand name
Problems

 No innovations
 Method of selling
 Neglect of men’s cosmetics
 Annual sales growth of less than 1,5 %
Current percentage of sales by
key sectors

Women's skin care
Women's fragrances
Other women's cosmetics
Men's skin care
2%
15%
19%
64%
New strategy

 Focus on both women’s and men’s cosmetics
 Solely natural ingredients
 Sales online and in retail stores
 Marketing campaign
Expected percentage of sales
by key sectors

Women's skin care
Women's fragrances
Other women's cosmetics
Men's skin care
Men's fragrances
Other men's cosmetics
10%
30%
10%
20%
15%
15%
Mission statement

 ‘With our high quality and innovative products,
consisting of solely natural ingredients, we want to
help both women and men to look attractive and
elegant all day long.’
New logo

Marketing campaign

 Advertisements on TV, on the Web & and in
magazines
 With male and female celebrities
 Emphasizing the use of solely natural ingredients
