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POND´S BEAUTY CENTRESPOND´S BEAUTY CENTRES
PBC´s Update August the 23rd, 2004
Pond´s Beauty Center UpdateAugust the 23rd, 2004
POND´S BEAUTY CENTRESPOND´S BEAUTY CENTRES
PBC´s Update August the 23rd, 2004
POND´S BEAUTY CENTRESPOND´S BEAUTY CENTRES
PBC´s Update August the 23rd, 2004
POND´S BEAUTY CENTRESPOND´S BEAUTY CENTRES
PBC´s Update August the 23rd, 2004
BETTER LOCATION & SOCIO DEMOGRAPHIC PARAMETERSBETTER LOCATION & SOCIO DEMOGRAPHIC PARAMETERS
October 2002, Unilever Ventures Funds took financial responsibility on PBC´s with an operational framework agreed.
PBC1 “PARQUE DE LAS AVENIDAS” ( upper - middle class with mid population). Mainly residential area but also with some office buildings
PBC2Padilla 42. B. Salamanca (upper class with high population)
Mainly residential area but also some office buildings .
PBC3Bolivia 24. B. Chamartin (upper class with very high population)
Mainly residential area.
October 2000
February 2003
April 2003
Householdssurronding areas
3.816
5.786
8.610
1.- PBC´s Update
POND´S BEAUTY CENTRESPOND´S BEAUTY CENTRES
PBC´s Update August the 23rd, 2004
SPACE OPTIMIZATION & COST REDUCTIONSPACE OPTIMIZATION & COST REDUCTION
Area Nº Cabins
PBC1: P. Avenidas 235 sqm 8
PBC 2: Padilla 210 sqm 9
PBC3: Bolivia 123 sqm 6
Monthly rent €
4.173
3.087
2.031
Rent / sqm €
17,8
14,7
16.5
Start-up K €
215
245
171
1.- PBC´s Update
POND´S BEAUTY CENTRESPOND´S BEAUTY CENTRES
PBC´s Update August the 23rd, 2004
IMPROVEMENTS:IMPROVEMENTS:
. More “cosmetic”. More “cosmetic”
. Brand reinforcement. Brand reinforcement
. Better merchandising. Better merchandising
1.- PBC´s Update
POND´S BEAUTY CENTRESPOND´S BEAUTY CENTRES
PBC´s Update August the 23rd, 2004
1.- PBC´s UpdateOperational Framework
• Lever Fabergé objective:
to develop Pond´s as the leading skincare brand in Spain.
• UVF objective:
to maximize business value in 5 years time.
• PBC´s should be an independent limited company owned by Unilever Spain.
• UVF is responsible for busines accountability & staff.
•Supply agreement. NPS-20%. Service agreemnt 4%.
POND´S BEAUTY CENTRESPOND´S BEAUTY CENTRES
PBC´s Update August the 23rd, 2004
1.- PBC´s Update
Operational Framework
• PBC´S Gobernance Board (meeting / 6-8 weeks):
• UVF Representative A. Lane / B. Steward
• Board Member of L.F. Spain Miguel Angel Rivera
• PBC´s Responsible Javier Valiente
• Experienced Retailer Consultant Lluis Martinez
POND´S BEAUTY CENTRESPOND´S BEAUTY CENTRES
PBC´s Update August the 23rd, 2004
1.- PBC´s Update
• Additional Support:
• Ad-hoc co-operation with a Beauty Expert
• Special agreement with Beauticians School
POND´S BEAUTY CENTRESPOND´S BEAUTY CENTRES
PBC´s Update August the 23rd, 2004
Plan as for a brand.
- 2 “seasons”
- 3 main working areas
COMMUNICATION• Direct & appealing
• PR activities
NEW TREATMENTS
+
NEW PRODUCTS
PROMOTION & ACTIVITIES
Traffic & Loyalty
1.- PBC´s Update
POND´S BEAUTY CENTRESPOND´S BEAUTY CENTRES
PBC´s Update August the 23rd, 2004
1.- Financial Review & Main Indicators
POND´S BEAUTY CENTRESPOND´S BEAUTY CENTRES
PBC´s Update August the 23rd, 2004
2.- Financial Review July AC04
POND´S BEAUTY CENTRESPOND´S BEAUTY CENTRES
PBC´s Update August the 23rd, 2004
2.- Financial Review July AC04
POND´S BEAUTY CENTRESPOND´S BEAUTY CENTRES
PBC´s Update August the 23rd, 2004
2.- Financial Review July AC04
POND´S BEAUTY CENTRESPOND´S BEAUTY CENTRES
PBC´s Update August the 23rd, 2004
2.- Financial Review July AC04
POND´S BEAUTY CENTRESPOND´S BEAUTY CENTRES
PBC´s Update August the 23rd, 2004
POND´S BEAUTY CENTRESPOND´S BEAUTY CENTRES
PBC´s Update August the 23rd, 2004
Product Sales Evolution (value)
54%54%
37%37%
7%7%
CUM Jul 04CUM Jul 04
2%2%
POND´S BEAUTY CENTRESPOND´S BEAUTY CENTRES
PBC´s Update August the 23rd, 2004
PR
OD
UC
TO
S E
XC
LU
SIV
OS
PR
OD
UC
TO
S M
AS
S M
AR
KE
T
5%5%
12%12%14%14%10%10%
7%7%
1%1%
CUM Jul 04CUM Jul 04
5%5%
POND´S BEAUTY CENTRESPOND´S BEAUTY CENTRES
PBC´s Update August the 23rd, 2004
PR
OD
UC
TO
S E
XC
LU
SIV
OS
11%11%
19%19%6%6%
CUM Jul 04CUM Jul 041%1%
POND´S BEAUTY CENTRESPOND´S BEAUTY CENTRES
PBC´s Update August the 23rd, 2004
Perfil marcas (P18)
Pond´s brand image
POND´S BEAUTY CENTRESPOND´S BEAUTY CENTRES
PBC´s Update August the 23rd, 2004
Perfil marcas (P18)
Pond´s brand image
POND´S BEAUTY CENTRESPOND´S BEAUTY CENTRES
PBC´s Update August the 23rd, 2004
Perfil marcas (P18)
Pond´s brand image
POND´S BEAUTY CENTRESPOND´S BEAUTY CENTRES
PBC´s Update August the 23rd, 2004(Respuesta espontánea. Datos en %)
Uso de productos de cuidado facial (P2)
Marca más frecuente
Base: 100
GAMA ALTA
FARMACIA
GENERAL
Before opening
PBC´s users
Facial care product usage (most frequent brand)
POND´S BEAUTY CENTRESPOND´S BEAUTY CENTRES
PBC´s Update August the 23rd, 2004
(Respuesta espontánea. Datos en %)
Uso de productos de cuidado facial (P2)
Total
Base: 100
GAMA ALTA
FARMACIA
GENERAL
2
3
4
10
2
2
3
35
2
4
5
6
7
12
13
2
3
3
3
4
3
6
11
20
2
1
9
13
0
0
0
10
25
22
16
10
0 10 20 30 40 50
Yves Rocher
Diadermine
L'Oreal
Nivea
Total Results
Tensifirm
Equilibran T
Pond's
Biotherm
Clarins
Christian Dior
Helena Rubinstein
Estee Lauder
Clinique
Lancôme
Vichy
Roc
Avene
Belcils
Germinal
Before opening
PBC´s users
Facial care product usage (Sometimes)
POND´S BEAUTY CENTRESPOND´S BEAUTY CENTRES
PBC´s Update August the 23rd, 2004
Pond´s Institute in San Chinarro Effect in Sales
Aug. extrapolated data from 3 first wks.
Drop caused by holidays in Madrid.
P.InstituteSales season
+40% increase from avg. sales per month since opening. (Nov. not included)+40% increase from previous month (april)
POND´S BEAUTY CENTRESPOND´S BEAUTY CENTRES
PBC´s Update August the 23rd, 2004
POND´S BEAUTY CENTRESPOND´S BEAUTY CENTRES
PBC´s Update August the 23rd, 2004
3.- Way Forward 1st Step
Agreed:
- Open PBC 4 & 5 in Madrid
- Open PBC 6 in Zaragoza
1.- PBC´s Roll out
- Focus on own centres (this is what we know at this moment)
- Roll out (limited area) to become “the reference” (Madrid)
- … but we need to know how to manage centres outside Madrid.
POND´S BEAUTY CENTRESPOND´S BEAUTY CENTRES
PBC´s Update August the 23rd, 2004
Business Model Scenario
Considering the agreed assumptions…
Own Centres Franchise
1.- IRR single site: 39% 23%
2.- Payback period: 2.61 years 3.98 years
3.- Cash requirement 3.6 m Euro 1.0 m Euro
4.- Exit value 2008 21.4 m Euro 8.7 m Euro
POND´S BEAUTY CENTRESPOND´S BEAUTY CENTRES
PBC´s Update August the 23rd, 2004
3.- Roll out decision Potential number of centres
1. Current PBC´s customer profile
POND´S BEAUTY CENTRESPOND´S BEAUTY CENTRES
PBC´s Update August the 23rd, 2004
3.- Roll out decision Potential number of centres
3. Cross check with population
POND´S BEAUTY CENTRESPOND´S BEAUTY CENTRES
PBC´s Update August the 23rd, 2004
2.- Professional Product Development
- Considering the range of products currently being sold at PBC´s build the structure based on products that can be seen by our customers as complementary to our beauty centre treatments (pre / post).
- Products with high added value perception with high profitability (high price)
- Pond´s Pofessional Range umbrella.
3.- Way Forward 1st Step
POND´S BEAUTY CENTRESPOND´S BEAUTY CENTRES
PBC´s Update August the 23rd, 2004
5.- Product Development
Pond´s Beauty Centres. Professional Range Structure.
POND´S BEAUTY CENTRESPOND´S BEAUTY CENTRES
PBC´s Update August the 23rd, 2004
Pond´s Beauty Centres. Professional Range Structure.
Priority level 1 Priority level 2 Priority level 3
5.- Product Development
POND´S BEAUTY CENTRESPOND´S BEAUTY CENTRES
PBC´s Update August the 23rd, 2004
Pond´s Beauty Centres. Professional Range Structure.
S u n R an ge
C le an s ing
& F orm at
P e r S kin type(o ily, d ry,n o rm a l,
se n s it ive )
E sse n tia lC a re
C o re A n ti-a ge2 5 - 45
In te ns ive C a re
M a tu re S k in4 5 +
T o p P e rfo rm a n ce
E ye C o n to ur1 5 m l m ax
N ig h t C re amJa r 50 m l
D a y C re amJa r 50 m l
S e rum
M a sk-F irm in g- M o s it
- P o re re d .
A n ti-S p ot
A m po u le s /B lis te rsT e rs -up
C a p su les
P re / P os t T re a tm e ntS p e c if ic
1 o r 2 sp ec ia list(se ru m ,
a m p o u le ,ca p su le s)
E ye C o n to ur1 5 m l m ax
N ig h t C re amJa r 50 m l
D a y C re amJa r 50 m l
S p e cif ic R a n geB o to x, A n ti-s tre ss
A n ti-a ge
T re a tm e nt
F a c ia l R a n ge
Priority level 1 Priority level 2 Priority level 3
5.- Product Development
POND´S BEAUTY CENTRESPOND´S BEAUTY CENTRES
PBC´s Update August the 23rd, 2004
Pond´s Beauty Centres. Professional Range Structure.
Priority level 1 Priority level 2 Priority level 3
5.- Product Development
POND´S BEAUTY CENTRESPOND´S BEAUTY CENTRES
PBC´s Update August the 23rd, 2004
3.- Taking advance on PBC´s Customers
- Continue using PBC´s customers both for new product test and insight generation / research.
- Train beauticien on “new insights capture”.
3.- Way Forward 1st Step