Group 1 - ENEMBA 4

Natura- Globalizing • Alto Omar – 29318389

• Andini W M – 29318440
• M Aditya Ramadhan – 29318359
Beauty • M Iqbal Ikhzamahendra – 2931846
 INTRODUCTION

Natura cosmetics was founded in Brazil in 1969

in protest from the chemical cosmetics industry.
The founder is Luiz Antonio Seabra, who
researches and concocts cosmetics with
traditional ingredients in his home in the Sao
Garasi Paolo area. His initial idea was natural
beauty as well as outside beauty and making it
the slogan of his company. 

The key success factors and overall business

strategy that influenced Natura in its initial
development environmentally friendly,
sustainable image that supports the social
activities presented by the model in its
advertisements.
 A. CAN WE ASSUME THAT NATURA'S
EXPANSION WILL CONTINUE AT THE SAME
LEVEL OF SPEED AND, IF SO, ON WHAT
BASIS?
• Marketing channel: Natura has been successfully developed distribution channels via
mouth-to-mouth sales by users and testimonies felt by users.
• Strong achievements:
• In 2010 Natura revenue amounted to $ 2.8 billion and occupies the top 20 positions of
the company and exceeded sales of similar products.
• Natura has become one of the most valuable products and is wanted by the institute
and the media to be studied.

The continuous expansion is also assuming all variables remain the same, Natura’s
expansion can continue at the same level and speed as long as the company continues
to address the emerging paradigms stated in the case.
Further growth is attainable for Natura as long as the company continues to deliver the
brand’s original features, find the right people and nurture its social enterprises
qualities such as maintaining relationship with all stakeholders and investing in
transparent and sustainability reporting tools like the GRI sustainability annual report to
continue to bolster the company’s internal and external brand equity and trust.
 B. HOW CAN THE ‘RELATIONSHIP APPROACH' BE
FURTHER BOOSTED AND ACCELERATED
MARKETWISE AND INNOVATION-WISE?’

Natura’s success is largely because of its unique relationship approach in direct sales
business model that gave the brand its ability to engage are reach a large and diverse
community base. Ways to further boost and accelerate the model can be in the following
ways:

• Enhance its social inclusiveness efforts (targeting more communities and

demographics that are socially challenged).

• Continual improvements on its sustainability policy and measurements of cost/benefit

in social and environmental efforts both by hiring and forming a special task force in
ecological and social initiatives, monitoring, and measurements.

• In regards to product innovation, Natura should expand its stakeholder base to further
boost developments of new products, for example engaging with research universities
and educational institutions in the country that the company plans to expand to
explore new scientific discoveries to improve existing products or the development of
THANK
YOU