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    The Experiencers - Ashiqur Rahman Sarker

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    tanjib mahmud
    This document discusses the Chinese personal care brand Herborist's plans to expand internationally. It provides an overview of Herborist, established in 1998. It then performs a SWOT analysis and discusses key issues with Herborist's prior failures internationally. Next, it evaluates alternative markets to expand to and recommends Asia as the first priority market, followed by Europe and Brazil. It proposes a multichannel distribution system to penetrate different markets in different ways. Finally, it discusses differentiating the brand and a contingency plan if the primary expansion strategy does not work.

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    The Experiencers - Ashiqur Rahman Sarker

    Uploaded by

    tanjib mahmud
    16 views29 pages
    This document discusses the Chinese personal care brand Herborist's plans to expand internationally. It provides an overview of Herborist, established in 1998. It then performs a SWOT analysis and discusses key issues with Herborist's prior failures internationally. Next, it evaluates alternative markets to expand to and recommends Asia as the first priority market, followed by Europe and Brazil. It proposes a multichannel distribution system to penetrate different markets in different ways. Finally, it discusses differentiating the brand and a contingency plan if the primary expansion strategy does not work.

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    This document discusses the Chinese personal care brand Herborist's plans to expand internationally. It provides an overview of Herborist, established in 1998. It then performs a SWOT analysis and discusses key issues with Herborist's prior failures internationally. Next, it evaluates alternative markets to expand to and recommends Asia as the first priority market, followed by Europe and Brazil. It proposes a multichannel distribution system to penetrate different markets in different ways. Finally, it discusses differentiating the brand and a contingency plan if the primary expansion strategy does not work.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    16 views29 pages

    The Experiencers - Ashiqur Rahman Sarker

    Uploaded by

    tanjib mahmud
    This document discusses the Chinese personal care brand Herborist's plans to expand internationally. It provides an overview of Herborist, established in 1998. It then performs a SWOT analysis and discusses key issues with Herborist's prior failures internationally. Next, it evaluates alternative markets to expand to and recommends Asia as the first priority market, followed by Europe and Brazil. It proposes a multichannel distribution system to penetrate different markets in different ways. Finally, it discusses differentiating the brand and a contingency plan if the primary expansion strategy does not work.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 29

    Welcome

    “Herborist: A Chinese Personal


    Care Brand Goes Abroad”
    The Experiencers

    Ashiqur Rahman Sarker Md. Ariful Islam

    Tanjib Mahmud Md. Ashiqul Islam


    OVERVIEW

    • Developed in 1998
    • A high-end Chinese personal care brand of
    ‘Shanghai Jahwa United Co. Ltd’
    • Integrates ingredients and principles from
    Traditional Chinese Medicine into their
    products
    • By 2009 ‘Herborist’ had 180 SKUs in its
    portfolio
    Case Analysis
    STRENGTH

    WEAKNES
    S

    SES

    SWOT

    THREATS
    NITIES
    OPPORTU
    Case Analysis
    STRENGTH

    WEAKNES
    S

    SES

    SWOT

    THREATS
    NITIES
    OPPORTU
    Case Analysis
    STRENGTH

    WEAKNES
    S

    SES

    SWOT

    THREATS
    NITIES
    OPPORTU
    Case Analysis
    STRENGTH

    WEAKNES
    S

    SES

    SWOT

    THREATS
    NITIES
    OPPORTU
    Case Analysis
    STRENGTH

    WEAKNES
    S

    SES

    SWOT

    THREATS
    NITIES
    OPPORTU
    KEY ISSUES HERBORIST

    Issues Reasons

    Prior failure at international Lack of sufficient experience in


    business international Business

    Not enough supply to go global Limited resourses

    Only selective distribution for a


    Faulty distribution model
    brand that wants to go global

    Not enough international


    Brand positioning
    recognition
    G Selection of
    Finding out
    O the
    which
    A Optimum
    Market be
    L Distribution
    first priority
    S Model
    Alternative Markets
    Latin North
    Asia
    America America

    Only
    Europe
    China
    OUR RECOMMENDATION
    OUR FIRST PRIORITY MARKET CAN BE

    ASIA
    THEN

    Europe
    THEN

    Europe
    Brazil
    Distribution Methods
    POSSIBLE DISTRIBUTION METHODS

    Conventional
    Distribution
    Channel
    POSSIBLE DISTRIBUTION METHODS

    Conventional Direct
    Distribution Marketing
    Channel Channel
    POSSIBLE DISTRIBUTION METHODS

    Conventional Direct
    Distribution Marketing
    Channel Channel

    Vertical
    Marketing
    System
    POSSIBLE DISTRIBUTION METHODS

    Conventional Direct
    Distribution Marketing
    Channel Channel

    Vertical Horizontal
    Marketing Marketing
    System System
    OUR CHOICE
    Multichannel
    Distribution
    System
    WHOLE MARKET VIEW
    MULTICHANNEL DISTRIBUTION
    SYSTEM
    Not every country has the same distribution channel

    It can penetrate different Markets in different ways


    MULTICHANNEL DISTRIBUTION
    SYSTEM
    Herborist
    Herborist

    Distributor
    Distributor

    Retailer
    Retailer Retailer
    Retailer Retailer
    Retailer Retailer
    Retailer
    (Sephora)
    (Sephora) (Mannings/
    (Mannings/ (Sephora)
    (Sephora)
    Taipei
    TaipeiMall
    Mall101)
    101)

    Consumer
    Consumer Consumer
    Consumer Consumer
    Consumer Consumer
    Consumer
    (China)
    (China) (Hong
    (Hong Kong/
    Kong/ Taiwan)
    Taiwan) (Europe)
    (Europe) (Brazil)
    (Brazil)
    BRAND DIFFERENTIATION
    – Setting up Spas (franchising) in Hong Kong, Taiwan
    and other Asian countries and in France,
    Netherlands, Italy
    – Drawing on more Chinese Legends to emphasize
    its Heritage
    – Engaging Brazilian agencies to design visuals of its
    products for their Market
    – A travel line to bring with you anywhere you go
    CONTINGENCY PLANNING
    • Target Market
    – Domestic (China)
    – U.S.A
    – U.K. & Germany
    • Distribution Model
    – China (through retailers & own stores)
    – U.S.A. (through Sephora)
    – U.K. & Germany (through distributors-Retailers)
    THANK YOU
    QUESTIONS??

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