Case study

Disponible uniquement sur Etudier
  • Pages : 9 (2135 mots )
  • Téléchargement(s) : 0
  • Publié le : 21 novembre 2010
Lire le document complet
Aperçu du document
Marion GUINCESTRE
Marion COIGNARD
EXE 3-4



azel
corporate

H

Summary

1. Presentation of the company: ........................................ 2

2.1. History:............................................................................... 3
2.2. Various products: ................................................................ 4
2.3. Some figures: ....................................................................... 5
2.4. Matrix SWOT........................................................................ 6


2. Recommendations:...................................................... 7

3.5. A new cosmetics line: ......................................................... 7
3.6. A new way of selling: ...................................................... 8-10


3. New Hazel’s identity: ................................................... 11

4.7. The promotion: ................................................................... 114.8. New packaging: .................................................................. 12
4.9. New logo: ....................................................................... 12-13

Hazel is a company specialized in the conception, the manufacturing and the marketing of cosmetics. He’s one of the world’s largest direct sellers of cosmetics and beauty products, a position it hasheld for over 50 years.

1. Presentation of the company:
1.1. History:
*
The origin of Hazel goes back up in 1920, when Andy Hazel, young American chemist, invented a fragrance in rose riche and seductive. One year later and after a few small retouch, he markets his fragrance by practising door to door, due to the lack of means and to become famous his brand.

During the nextfifteen years, he diversifies his range of product (skin care, hair care…) and continues door to door. His products make more and more speak.

In 1946, face of the expansion of his brand, Andy Hazel creates a catalogue.

At the end of 1947, he is famous in all USA.

In 1948, he decides to become famous on the other side of the Atlantic Ocean, and touch EU then Asia.

Andy Hazel becomes thefirst man in the story of the companies of cosmetics to introduce the products of skin for men in 1962.

In 1972, Andy Hazel dies from old age. In his death, Lewis Oward who manages at present the company, for 38 years, assures the succession.

Until the mid-1980s, the company was one of the leaders in the global cosmetics, fragrances and toiletries industry. By the 1990s, Hazel’s sales in theUS and Western Europe had begun to decline.

1.2. Various products:

This diagram shows “Hazel’s percentage of company sales by key sectors”.

As we can see it, the fragrance is the sector that works the best to Hazel with 19%. Hazel proposes a line of 15 fragrances. The one which is most sold is “Amour”. It consists of 30% of patchouli and notes of candy, toffy and honey. It seduceswomen but also those who smell it: the men for example.
It is sold in various sizes: 35ml, 50ml, and 75ml.

In a second take place hair care and colour cosmetics with 16%. The line of proposed product counts mutually, 6 and 10 products.

* For the hair care, three products which distances themselves are:
* Total repair: for the dry, damages and forked hair.
* Soie liquide:Falls of the shine, for the mat, rough and dull hair.
* Protect colour: For the highlighted and coloured hair.
* For colour cosmetics, Hazel offers a complete range of rich, natural colours and long lasting.
In a third we have products for the skin, it represents 16 items.
In one hand, anti ageing with 4 stars products:
* First sign of age
* Wrinkles
* Firmness
*...
tracking img