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Transforming NewHazel: Strategic Growth in Cosmetics and Men's Grooming

This document outlines a comprehensive strategy for NewHazel, aiming to capitalize on opportunities in the cosmetics industry. For Senior Managers W. Frings and J.P. Metz, the strategy includes a detailed SWOT analysis that identifies strengths like a strong brand and growing market presence, weaknesses such as reliance on direct selling, and opportunities for brand expansion into new geographical markets, particularly Asia and emerging Eastern European markets. The marketing approach emphasizes private label sales and innovative experiences to enhance customer engagement.

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Transforming NewHazel: Strategic Growth in Cosmetics and Men's Grooming

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  1. The newHazel By J.P. Metz & W. Frings10th of january 2012

  2. Welcome... • Senior Managers W. Frings & J.P. Metz

  3. Introduction • Facts about the cosmetics industry • SWOT-analysis • Using opportunities • The new strategy • Rise ‘n Shine • Conclusion

  4. Swot Analysis Strengths- Strong brand until 1990- New CEO- Still growing - Internal processes and communication

  5. Swot Analysis • Weaknesses- Direct selling > change of market • No adaptation • Staring blind on a few key sectors.

  6. Swot Analysis • Opportunities- Explore key sectors and markets abroad • From direct selling to stores

  7. Swot Analysis Opportunities +10% = advertisement/less 10%=development

  8. Swot Analysis Opportunities- Explore markets abroad, celebrity marketing campaign.

  9. Swot Analysis Threats- Fall back in old habits- Adaptation to cultures abroad

  10. Using oppurtunities • Sales • Mens’ Grooming • Geographical Dispersion • Marketing & Advertising

  11. Sales: eliminate direct sales, start private label. • Sales: Douglas, ICI Paris and other premium retailers • Marketing and Advertising: Create experience shops together with shop-in-shops The New strategy Sales & Marketing

  12. Asia -> strong investment opportunities with Khao • Asia -> High Brand value because of western image • Europe -> fashion capitals, Milaan, Paris & Amsterdam • Eastern Europe -> emerging market The New strategy Geograhpical

  13. Rise ‘n Shine The New Strategy Men’s grooming New market Strong growth market Strong opportunity

  14. Rise ‘n Shine Improves everyday life

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