Yves Rocher Body Care Marketing Plan

Health products
Marketing Plan 2010
Bessen Janine
Gabriel Betty
Hullar Florence

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Vision:
Green Argile

To propose
“do-it-yourself healthy product” available for every women. Argan oil
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Part One

Strategic planning
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Part One

I. Analysis of the current situation 4

I.1. Company’s Profile
• Created in 1959; franchise system
• More than 700 beauty products (make-up, face care, body care, perfume, cares for men...)
• The company operates Europe, Asia and the USA
• More than 550 YR centers
• The world leader in botanical beauty care
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I.2. Market Analysis
• Influenced by the social environment
Our products depend on the needs of our clients
More than just a trend
• Markets concerned:
Botanical
and organical Perfume

Skin care

• 23rd largest manufacturer in the global cosmetics and toiletries market
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I.3. Competitive Analysis
• Direct competitors:
• Indirect competitors:

• Future competitors:
• Actual segmentation:
Women between 30 and 60 (natural, high quality)
Teenagers (low price)
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I.4. Analysis of the company
• To develop the brand :
Ø New logo
Ø New concept to emphasize the connection with nature

• Characteristic of Yves Rocher :
Ø Direct marketing
Ø Price structure

• Our main competitive advantage :
Ø Own strictly controlled retail network

• The main opportunity:
Ø To expand international (organic cosmetic market increases)
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I.5. Positioning
• Our clients perceived our business as :
Ø
Ø
Ø
Ø

available price for every women providing diverse product lines for different needs very ecological during the whole production direct marketing with individual consultancy in the shops

…in comparison to our direct competition.

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I.6. Sources
• Interview with the manager (Séverine) of Yves Rocher in
Troyes
• Web-sites:
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•
•
•

www.yves-rocher.fr http://www.marketresearchworld.net www.euromonitor.com www.organic-market.info 10

Part One

II. Achievable Marketing
Objectives

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II.1. Desired Positioning
Natural cosmetic
YR 2010
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