BUSINESS IN BEAUTY

The Flawless Experience

a presentation by
Prof. Enrique Soriano III

ericm.soriano@gmail.com
Success is the
temporary
suspension
of failure
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.
 The Marketing Environment
Foreign Environment
(Uncontrollables)
7. Structure of 1. Competition
Distribution Domestic environment
(Uncontrollables)

(Controllables) 1. Competition
Price Product 2. Technology
5. Political- Target
6. Geography and Legal Market 7
Infrastructure Promotion Place or 2 .Technology
Distribution
4.
Culture
3. Economy
5. Political- 3. ECONOMY
Legal
4. Culture
 The International Marketing Environment

Foreign Environment
(Uncontrollables)
7. Structure of 1. Competition
Distribution Domestic environment Environmental
(Uncontrollables) uncontrollables
country market A
(Controllables) 1. Competition
Price Product 2. Technology
5. Political- Target Environmental
7
6. Geography and Legal uncontrollables
Market

Infrastructure Promotion Place or 2 .Technology country

Distribution market B
4.
Culture Environmental
3. Economy
uncontrollables
5. Political- 3. ECONOMY country
Legal market C
4. Culture
 Our Core Value

IN THE FACTORY WE MAKE

COSMETICS, IN THE MARKET
WE SELL HOPE
Charles Revlon
 Create a Look for the
Define the
wonderful use of various
right market
positioning Forms of media

Look for industry Discover a listing Explore advertising

forecasts and of any major for Information that
buying patterns. competitors and targets distinct
the niche they populations
Outline specific target.
ways that your Scrutinize the
services meets Highlight your advertising budget
market needs advantages over to see if it taps
the competition media that appeals
to the appropriate
audience.
 Focus on Create or find Possess the drive
managing business networking to run the
the business opportunities business forward

Continuous Establishing Be passionate and

research and business contacts, increase your
development sponsorships and competence in the
join committees market
Study strategy with several
and implementation business and Have Fun at the
for clearly stated Government same time
goals and methods sectors.
for achieving
them Attending
conventions also
Provide opportunities
to directly promote
services
 How to Market
a Beauty Business?
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.
Who are my
important customers ?
How do we want these
customers to think about us
relative to competitors?
On which of the things
that matter to customers
should I focus?
VALUE DISCIPLINES
THAT ORGANIZATIONS
MUST ADHERE TO
COST LEADER

CEBU PACIFIC
SM
MCDONALDS
UNILAB
JOLLIBEE
MERCURY DRUG

WHAT DO THEY HAVE IN COMMON?

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
PRODUCT LEADER

APPLE
ST. LUKES HOSPITAL
NIKE
MICROSOFT
SAMSUNG
GMA 7
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
SERVICE LEADER

BELO MEDICAL GROUP

MEDICAL CITY
ATENEO UNIVERSITY
AMANPULO RESORT
FOUR SEASONS HOTEL
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
Value Disciplines of
Flawless
Primary Discipline

1 Cost Leader
2 Service Leader

Secondary Discipline

1. Product Leader
 MAKING YOUR BUSINESS

A SUPER BRAND
 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
Are markets becoming
more competitive?
Somewhere out there,
as I speak, competitors are
Analyzing And Targeting
your customers
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
Are markets becoming more competitive?

That is why we need to spend time studying

1. Customers

2. Competitors

3. Market Trends
 Resolved to Keep on
Marketing,
Even in Tight-Fisted Times
Its incredibly important
to be risk-takers in the
economic climate were in.
 Product Life Cycle Curve (Traditional)

Sales
PESOS

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

+
0
-
Introduction Growth Maturity Decline
TIME
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
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.
 Requires heavy capitalization
R&D
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
In these times, people are
looking for the right value.

If were there for the

Consumers when they
need us, well be fine.
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
Forever Flawless opened its first
franchise branch in July 2008
in Olongapo City
Priority on Sites
Affordable Investment
Innovative Business
Concept
Brand Development
Store Excellence
Product & Service
Excellence
Market Development
Franchise Excellence
Organization
Excellence
Financial Management
Thank you.

a presentation by
Prof. Enrique Soriano III

ericm.soriano@gmail.com