Câlin Beauty Care

Company Limited

“Natural our kin, Glow for your skin.”

 Expansion
EUROPE
We’ll establish our manufacturing and
Europe
production unit in these countries itself
focusing on creating employment (thus Gulf
India
ensuring a better market penetration leeway)
and generating revenue as well. market
which is youngster oriented, who now
identify themselves with the naturally infused
products, will have a fair share of target
audience for their product. Starting with a no
profit no loss situation our main focus would
be increasing the Customer Base(MAU) GULF
along with the cost of the product gradually Since the countries concentrated in the Middle East are economically
in order to reach the stipulated revenue by well-off, we will sell our products in these countries with a minor profit
2025. situation as we will be able to penetrate a market that is willing to
spend on new products. The natural composition of our product also
gives us an edge over the others and hence an opportunity to grab
the first mover advantage. This will fulfill the dual objective of
increasing the customer base and also an increment in the revenue.
 Go-To Marketing Strategy
● As mentioned in the previous slide, we’ll expand in the European & Gulf countries and
while doing so we’ll focus on employment generation & customer perception respectively.

● Our main forte this time would be on A “Go Green Glow” initiative where we will subtly take
a dig at our competitors by focusing on how our products are as natural as possible. run
various campaigns on social media platforms (ANAP- As Natural As Possible)

● Keeping the recent ‘Beauty Standard’ dynamic environment we’ll focus not on Fairness &
skin tone but an overall skin flawlessness.
(AD- ‘Radiate Beauty, Not Reflect it.’)

● Under the Go Green initiative we would take environmental precautions a step further and
allow customers to collect our JUTE & PAPER packaging and return them for another
product. Enabling us to cut costs and create Headlines all around and be the buzz of the
town.
(10 empty jute & paper products = 1 skincare product)
 Corporate Social Responsibility
We plan to incorporate the packaging of our products in jute bags and paper bags.
Through this initiative we look forward to fulfilling our corporate social responsibility by
promoting naturally produced packaging material and employing those who are in dire
need of work in the domestic country.

The basic idea behind the initiative is to tie up with Indian NGOs on a large scale and
employ the underprivileged women and children attached with these institutions to
produce these jute bags and paper bags using the raw materials that are densely
rampant in our country. All the produce will be exported to every retail chain of the
company and will be sold with the products at a minimalistic price. The revenue so
generated will be directed towards the welfare of the partakers involved in the project.

This will be a stepping stone in our Go Green Glow initiative suitably complementing
the natural trajectory of our products and will also help in securing good amount of
opportunities for the deprived community in our country.
 Detailed Report
1. Identifying key performance and decision areas

PROJECTED REVENUE : (SPECULATIVE)

Since we are aiming a revenue of 640 crores in the next four years, on a
speculative basis, we can assume it to increase slowly and gradually. Considering
80Cr, 140Cr, 200Cr, 220Cr to be a rough valuation of the revenues in respective
years.

Why this variation in the revenues?

Keeping in mind the shift to Non GMO products, we will have to take a hit on our
revenues due to wavering customer base initially. Gradually, when we can get the
existing customers to have full faith in our new product and when we are able to
expand the audience owing to our innovative marketing strategies and securing
their trust through fulfilling our CSR, we can expect an increment in the revenues
not at once but year by year.
2. Identifying performance indicators
CUSTOMER RETENTION RATE (CRR) :

Taking into account the numbers and figures of our income statement, it is already
established that we've faced exponential increase YOY in the past years, having
tremendous growth especially in the past 4 years.

Keeping this in mind, it is evident that our customer base increased exponentially
as well thus leading to a huge surplus in revenue, thus it can be concluded that
our customer base has increased gradually as well.

As mentioned in the earlier slides , our expansion plan will cause a huge influx of
customer base and MAU's .
But customer retention is also to be tackled hence we can establish that,

Ex. For every 100 customers we gain (worldwide) we'll lose 25 customers.
The ratio being 4:1.
This ratio will substantially be the same however the figures shall increase YOY.
 Feasibility
A. Non-GMO ingredients

Product Procurement: We will link-up with other Nature Based Organic Skincare Brand like
Khadi Essentials or Biotique. As they claim to be 100% vegan and have been derived from
absolutely organic materials.

Customer Perception: As our product will contain Non-GMO ingredients. The brand will
acquire a unique image in the eyes of customer as we are promising to curate compositions
exclusively without SLS, SLES and Parabens for the product ranges and will also be
tear-free as well.

Financial impact and Health: There will be an excruciating affect on our financial condition
as Natural products are more expensive. We will have to acquire the natural elements from
the best available state present in our country at moment for our product. This might be the
biggest USP of our brand as we will be naturally efficient and can successfully claim to be the
healthiest product manufacturer in the market. Thus, with a greater hit on our financials, there
is a chance to be efficient when it comes to health.
 Feasibility
B. SYNTHETIC INGREDIENTS

Product Procurement: We need not change any product procurement method in this as the
synthetic ingredients are easily available and can be procured easily from major players in
the market at average prices.

Customer Perception: The consumers will not have faith on the company as they do at the
moment because compensating with the cost of the product will prove to be a detrimental
move for their skin. Thus we can lose a lot of customer base as synthetic ingredients will
surely decrease the quality of our products.

Financial impact and Health: We will definitely be able to cut down our costs because of
the cheap nature of synthetic materials but this will come at the cost our prestigious revenue
and it will slowly paralyse our profits. As far as health is concerned, the composition of our
product could prove to be dangerous for our consumers.

Risks: The side effects of using synthetic products is significantly higher - 150% more as
compared to using Natural (Calin) Products.
 THANKS!
-MisFits-

Saubhagya Kumar Vipul Kharwar Vaibhav Gupta

9717201975 9821425327 7678650478
saubhagya.20387@sscbs.du.ac.in vipul.20412@sscbs.du.ac.in vaibhav.20233@sscbs.du.ac.in