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