Feasibility study of a new cosmetic product launch on the American market

Résumé du document

After having presented the contents of our work and before developing our ideas, we first wanted to explain briefly the context of this study. Indeed, the specificity of our work is the fact that it is totally based on a real situation. Here are the key steps of the story, which have opened out onto this file you will read. The first time, while we were thinking about the product we could have introduced in a market at random, a member of our group told us that this type of exercise could interest a company she knew. For the rest of the group, the only idea was to know that this study case could be adapted to a real case became directly more interesting and exciting. Consequently, the decision to meet this company has been taken quickly by the whole group. Some weeks later, we were in front of the President of the company. This first meeting was not only organised to meet Sandra Gasmi, President of the company but also to discover the company itself named Voyage des Thés. After two hours, we entered the universe of this young company: a world of innovation, freshness and ambition, all this focused on one element or we should rather say on one plant, the tea.

Extraits

[...] It is a natural cosmetic product line with a high level of quality, which wants to give a luxury image. B. Products of Voyage des Thés Products based on beauty and well-being Voyage des Thés cosmetic line is a complete range of face and body beauty products formulated by a French pharmaceutical laboratory. The products of Voyage des Thés slow down the ageing of the skin and protect it from external aggressions thanks to the powerful assets of green tea which is present in all formulas. [...]

[...] The corresponding offer is new and has been quickly adopted by American consumers. This has represented a sales growth of between 2003 and 2004. The mouth products are also well represented in the US. Indeed they ask for a perfect smile and companies compete with imagination to propose them the best solution for white and healthy teethes. In this category the growth reaches However it is important to moderate these results. Indeed, the growth is impressive because the products are totally new and consequently have created a new demand. [...]

[...] Thanks to the mixing of essential oil concentrates with Voyage des Thés cosmetic products, a wide range of skin and body conditions including wrinkles, dry skin, skin associating redness or marks, varicose veins, stretch marks, circulation problems, heavy legs, heatstroke and articulation pains . The body can be drained, toned up, the complexion made clearer and the muscles stretched. Voyage des Thés place a great emphasis on the respect towards our skin and environment. The quality of an organic cosmetic product can be found in the selection and quality of its ingredients. [...]

[...] However these three groups exert a real influence on the market. There financial performances allow them to invest a lot of money in Research and Development, which represents a key point in the cosmetic sector. (Source: The Fortune 500 ranking of the global largest companies) (Source: Magazine WWD, Sales ranking of the 100 biggest global cosmetics manufacturers http://www.wwd.com/pdfs/BRI_Top_100.pdf) According to the WWD Magazine, among the 100 biggest cosmetic companies in are American and 16 are French. Indeed France occupies the second place in the global cosmetic market. [...]

[...] This strategy may include lowering the price over time. However, Voyage des Thés must pay attention to its strategy of distribution via the Internet. Even if we know it is a very easy distribution channel to use, and also very interesting in term of cost, our advice would be first to export the product via a commercial agent. This first step will allow to see the first orders and the price fixed on the market by the different distributors, and then in a second time, our advice would be to propose the product via the Internet by fixing a price as close as possible of the price on the market in order to insist on the high quality of the product. [...]