BIO-BEAUTE BY NUXE EXPORTED IN DUBAI

NUXEBIO BEAUTE

in Dubai

Minying LIU, Li LIANGNévine Chatila, Lylia DjenaneSixtine Boulard de Quatrebarbes

Group 8 Marketing Presentation

DUBAI STRATEGY CHOICES MARKETING MIX BUSINESS PLAN

1957 1989 1992 2003 2007 2012Founded by a pharmacist

Bought by Aliza JabesL”huile prodigieuse” lighted up the year 1992

International launchingInnovation PrizeCreation of the men range

• Nuxe has grown in the highest speed among the drug-store market

• Now the goods present in 74 countries and have filed 45 patents successfully.

• 30 Nuxe SPAS situate in the most luxurious locations.

NUXE INTRONUXE INTRO

NUXE INTRO DUBAI STRATEGY CHOICES MARKETING MIX BUSINESS PLAN

NUXE Philosophy

Sensory Experience

Accessibility

EvalutionInnovation

Nature Opportunities

1. Low market growth in Europe2. Enlarge visibility globally3. Earn higher profits and margins4. People become sensitive to organic goods5. French image => Good

Risks

1. Costly to keep country of origin2. Exchange rate and country risk3. Misunderstand the policies 4. Need adapation to the local culture

Internationalize NUXE

DUBAI STRATEGY CHOICES MARKETING MIX BUSINESS PLANNUXE INTRO

Macro Env.PoliticalEconomicSocial

Technological

LegalEnvironmental

Propose economic diversification(especially tourism)

Dubai International Airport Dubai Mall

A couple of trade agreements



Technological

LegalEnvironmental

2009

2014

Source: IMF, 2014

The Credit Crisis

GDP per capita: 24,866 USDGrowth rate: 4.5%

, 2006



Technological

LegalEnvironmental

17%10.8%

9.1%

7.5%

13.3% 42.3%

UAE citizens(include Dubai)

IndianPakistani

Bangladeshi

Arabian(except UAE)

Others

Source: National Center of Statistics, 2006

,



LegalEnvironmental

A modern city, developed system of transportation, infrastructure and many luxurious shopping malls

Tropic climate, hot and dry weather

Nearly no legal restriction to the foreign enterprises located in the free trade areas. Culturally there are some restrictions on the advertisement with women.

EnvironmentalLegal

TechnologicalTechnological


Micro Env.Market SizeCompititionDistribution

Citizens(2006): 1.1 million male and 340 thousand female

Tourists(2015): 14.2 million totally

Source: National Center of Statistics, 2006 National Center of Tourism, 2014, 2015

Market Size(2014): 107 million Euro

, 2006



Dubai Cosmetics Exhibition(Beauty World Middle East)

Strong Competitors

, 2006



01

02

03

Retailers (supermarkets): Carrefour and Géant (to the mass market), Harvey Nichols and Debenhams (to high-end product market)

Retailers (pharmacies and chain stores): The Body Shop and Boots

Specialized shops: L’Oréal, Estée Lauder and other brands.

DUBAI STRATEGY CHOICESMARKETING MIX BUSINESS PLANNUXE INTRO

Selected Country

Timing of Entry

Entry Mode

Strategy Decisions

Selected Country: Dubai , the United Arab Emirates

Industry Growth• The beauty industry → a continuous booming market

• Estimated 348 USD per capita on personal care products in 2017• Men’s personal care industry, 7% growth in 2013Local Consumer behavior

• Increasing beauty awareness• Increasing middle-class consumption

• Sensitive to packaging, after-sales service, the innovation element

Source: Euromonitor• Prefer solution-oriented products with clearly defined benefits

, 2006


Selected Country

Timing of Entry

Entry Mode

Strategy Decisions

Waterfall strategy: Dubai(UAE) => other countries in Middle EastLaunch in 2017

Timing of Entry

Timing of Entry

Entry Mode

Quick enter with less cost, remaining origin of FrancePlentiful experience in exportation

Entry Mode: Direct Export

Low tariff and non-tariff barriers in Dubai


Selected Country

Timing of Entry

Entry Mode

Strategy Decisions

Competitive Strategy: Board differentiation in product and image

PositioningTarget Consumers: Women and men(15~54) in UAE

Unique Benefits:Functional value

Symbolic value

Organic beautyAccessible beauty

Set of Competitors:

, 2006


Selected Country

Timing of Entry

Entry Mode

Strategy Decisions

Offer Portfolio:ProductBackground information Usage occasion Offer portfolio

Strong sunlight exposure; Air-conditioned

indoors

Skin dryness MoisturizersSunburn Sunscreen cream; repair

creamsDarken skin Skin whitening creams

Sun exposure, aging Aging Soothers

Accumulated sun damage

Dark spots, age spots Freckle creams

Women full-coverage

preference Bright-color lipsticks, trendy

eye make-up, mascaras

Men’s products Daily usage Moisturizing cream, shaving goodsService

My Beauty Tips

Consumer Contact

DUBAI STRATEGY CHOICESMARKETING MIXBUSINESS PLANNUXE INTRO

03Men’s Product

02Body Care

01

Face CareProducts

, 2006


Price High purchasing powerStrong demand for natural productsOur “Access Beauty” concept

Market penetration pricing strategy

Packging

English Information

,


Place

Sephora Marina Mall Boots Pharmacy

Distribution

France Distributor Retailer CustomerImporter

,


0% 10% 20% 30% 40% 50% 60% 70% 80%

TV

Ipad

PC

Phone

20152012

0% 20% 40% 60% 80% 100%

20152012Twitter

Facebook

Youtube

Internet users according to screen devicesSocial platform usage of Internet users

, 2006


Promotion

, 2006


, 2006



Q & A

Group 8 MarketingPresentation

THANK YOU!