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  • Henkel

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    Tom Bellemans
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    Natura Cosmeticos SA, a Brazil-based beauty and personal care company, wants to expand into other markets. To do so, it plans to enter into a joint venture with Henkel, a German company, to leverage their respective strengths. They will develop a new hair care brand called Natura-Syoss that combines Henkel's formula expertise with Natura's natural ingredients. The joint venture will distribute products through both direct selling and store-based retailers to target different customer segments in Brazil and other markets.

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    Natura Cosmeticos SA, a Brazil-based beauty and personal care company, wants to expand into other markets. To do so, it plans to enter into a joint venture with Henkel, a German company, to leverage their respective strengths. They will develop a new hair care brand called Natura-Syoss that combines Henkel's formula expertise with Natura's natural ingredients. The joint venture will distribute products through both direct selling and store-based retailers to target different customer segments in Brazil and other markets.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
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    Download as pptx, pdf, or txt
    156 views6 pages

    Henkel

    Uploaded by

    Tom Bellemans
    Natura Cosmeticos SA, a Brazil-based beauty and personal care company, wants to expand into other markets. To do so, it plans to enter into a joint venture with Henkel, a German company, to leverage their respective strengths. They will develop a new hair care brand called Natura-Syoss that combines Henkel's formula expertise with Natura's natural ingredients. The joint venture will distribute products through both direct selling and store-based retailers to target different customer segments in Brazil and other markets.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 6

    ENTRY MODE

    Entry-mode

    Entry Strategy and Marketing Plan

    JOINT VENTURE

    Natura Cosmeticos SA Brazil-based manufacturer and direct seller of beauty and personal care products 92% of sales in Brazil 656.8 mn profit in 2012 Objectives: Expand into other markets
    Market share Brazil 32,563 mn 7,231 mn Natura Cosmeticos 4,364 mn 244 mn % Natura Cosmeticos 13.4% 3.4%

    Beauty and personal care


    Hair care

    Entry Strategy and Marketing Plan

    JOINT VENTURE HENKEL - NATURA

    Henkel - Syoss
    Technical expertise and formula innovation Machinery and engineering Store-based retailing knowledge

    Natura Cosmeticos SA
    Infrastructure Direct selling knowledge Customer preferences knowledge

    Entry Strategy and Marketing Plan

    PRODUCT/MARKET STRATEGY

    Marketing goals and objectives


    Salon products at affordable prices. Increase market share of both companies in hair care. Develop a new brand, Natura-Syoss mixing Henkels high performance formula and Naturas exclusive natural ingredients.

    Entry Strategy and Marketing Plan

    DISTRIBUTION
    DIRECT SELLING

    STORE-BASED RETAILERS
    Health & Beauty retailers Supermarkets Hypermarkets 33.4% 24.1% 11.1% 71.4%

    27.1%

    Brazil has a large rural population BPC is the largest product category in the global direct selling market
    Entry Strategy and Marketing Plan

    DISTRIBUTION

    Entry Strategy and Marketing Plan

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