BUSINESS IN BEAUTY

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BUSINESS IN BEAUTY The Flawless
Experience a presentation by Prof. Enrique
Soriano III ericm.soriano_at_gmail.com
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Success is the temporary suspension
of failure
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Some of the words and phrases heard in todays
business

• financial crisis
• scary
• foreclosure
• economic crisis
• difficult times
• the chaotic financial markets
• devastating
• under siege
• and unprecedented.

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The Marketing Environment
Foreign Environment (Uncontrollables)
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1. Competition
7. Structure of Distribution
Domestic environment (Uncontrollables)
1. Competition
(Controllables)
2. Technology
Price
Product
5. Political- Legal
Target Market
6. Geography and Infrastructure
Place or Distribution
2 .Technology
Promotion
4. Culture
3. Economy
3. ECONOMY
5. Political- Legal
4. Culture
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The International Marketing Environment
Foreign Environment (Uncontrollables)
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1. Competition
7. Structure of Distribution
Domestic environment (Uncontrollables)
Environmental uncontrollables country market A
1. Competition
(Controllables)
2. Technology
Price
Product
Environmental uncontrollables country market B
5. Political- Legal
Target Market
6. Geography and Infrastructure
Place or Distribution
2 .Technology
Promotion
4. Culture
Environmental uncontrollables country market C
3. Economy
3. ECONOMY
5. Political- Legal
4. Culture
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Our Core Value

• IN THE FACTORY WE MAKE
• COSMETICS, IN THE MARKET
• WE SELL HOPE
• Charles Revlon

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Create a wonderful positioning
Look for the use of various Forms of media
Define the right market
Look for industry forecasts and buying
patterns. Outline specific ways that your
services meets market needs
Discover a listing of any major competitors and
the niche they target. Highlight your
advantages over the competition
Explore advertising for Information that
targets distinct populations Scrutinize the
advertising budget to see if it taps media
that appeals to the appropriate audience.
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Focus on managing the business

• Create or find
• business networking
• opportunities

Possess the drive to run the business forward
Continuous research and development Study
strategy and implementation for clearly stated
goals and methods for achieving them
Establishing business contacts, sponsorships
and join committees with several business
and Government sectors. Attending conventions
also Provide opportunities to directly promote
services
Be passionate and increase your competence in
the market Have Fun at the same time
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How to Market a Beauty Business?
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A FOCUS ON STRATEGIC MARKETING
At its core, strategic marketing is a process
driven by two fundamental decisions involving
targeting and positioning. And marketers must
answer three fundamentals questions.
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1
Who are my important customers ?
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2
How do we want these customers to think about us
relative to competitors?
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3
On which of the things that matter to customers
should I focus?
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VALUE DISCIPLINES THAT ORGANIZATIONS MUST ADHERE
TO
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COST LEADER
CEBU PACIFIC SM MCDONALDS UNILAB JOLLIBEE MERCU
RY DRUG WHAT DO THEY HAVE IN COMMON?
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COST LEADER

• Operationally excellent
• Obsess with efficiency and never ending pursuit
  of cost reductions
• Tight Cost Overhead Control
• Cost Minimization in R D
• Variety kills efficiency

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PRODUCT LEADER
APPLE ST. LUKES HOSPITAL NIKE MICROSOFT SAMSUNG G
MA 7
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PRODUCT LEADER

• Passion for Innovation
• Puts premium on quality and features
• Always produces a first to market strategy
• Has established a following based on technology
  driven products

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SERVICE LEADER
BELO MEDICAL GROUP MEDICAL CITY ATENEO
UNIVERSITY AMANPULO RESORT FOUR SEASONS HOTEL
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SERVICE LEADERSHIP

• Customer-Centric
• Service is everybodys business
• Declares war on red tape
• Customer-Driven bordering on Intimacy
• Worships the altar of Customer Service
• Fosters service oriented culture

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Value Disciplines of Flawless

• Primary Discipline
• Cost Leader
• Service Leader
• Secondary Discipline
• 1. Product Leader

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MAKING YOUR BUSINESS A SUPER BRAND
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A BRAND EXIST TO SATISFY CUSTOMER NEEDS

• The value of a brand rests on its ability to
  engender customer patronage and loyalty
• Loyalty results from a customers continuing
  satisfaction
• Customer satisfaction lies at the core of brand
  value creation and business sustainability

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Are markets becoming more competitive?
Somewhere out there, as I speak, competitors are
Analyzing And Targeting your customers
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Are markets becoming more competitive?
Markets are becoming more competitive today than
ever before Partly because of global competition
and partly because reaction times are quicker
and product life cycles are shorter No market
is safe from competition Competition can attack
an organizations sales, Market share or profits
anytime
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Are markets becoming more competitive?

• That is why we need to spend time studying
• Customers
• Competitors
• Market Trends

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Resolved to Keep on Marketing, Even in
Tight-Fisted Times

• Its incredibly important
• to be risk-takers in the
• economic climate were in.

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Product Life Cycle Curve (Traditional)
Sales
PESOS
Profits

0
-
Maturity
Introduction
Growth
Decline
TIME
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Product Service Cycle Curve
Sales
PESOS

0
-
Maturity
Introduction
Growth
Decline
TIME
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BEAUTY

• Personal appearance is an area that almost all
  the individuals pay a very high degree of
  attention to
• This is where the importance of having a business
  in beauty comes into play
• Due to the trends, beauty services can be
  identified as an area that any talented
  individual can make a reasonable return

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BEAUTY ENVIRONMENT

• There is a massive trend towards the beauty
  industry. The publics attention to beauty
  activities remains significantly high.
• Due to these reasons, the beauty business can be
  identified as an area that has a significant and
  sustainable demand.

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• Requires heavy capitalization
• RD
• clinical studies done by a BFAD accredited
  dermatologist
• aggressive marketing campaign
• fortunate brand
• - Generated P 400 Million in six months (a first
  in the industry)
• Breakthrough Product of the Year

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• In these times, people are
• looking for the right value.
• If were there for the
• Consumers when they
• need us, well be fine.

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FRANCHISING A BRAND

• Time tested formula
• Recognized brand name and trade marks
• Support in identifying suitable location
• Benefits from advertising and promotional
  activities
• Provides detailed training
• Existing customer base
• Established relationship with suppliers

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Forever Flawless opened its first franchise
branch in July 2008 in Olongapo City
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• Priority on Sites
• Affordable Investment
• Innovative Business
• Concept
• Brand Development
• Store Excellence
• Product Service
• Excellence
• Market Development
• Franchise Excellence
• Organization
• Excellence
• Financial Management

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Thank you. a presentation by Prof. Enrique
Soriano III ericm.soriano_at_gmail.com