Saex and Fuk

-sales rise 12% 2007, 2% 2008

-increase at least $7.5 mil rev 2009

-no 4 player in us women fragrances market

-93% sale from top 6 line + 7% from scented products such as brand extension

-end 2008 with $221 mil sales or 10% of retail market, decrease 3% overall

-lovelyiest = 3% share of market = 77 mil

most recent launch, N atural = $9.1 mil this year, gain from 7 in 2006

74% sales thru channels, over perfrom in mass market

-we don’t mirror the overall market : prestiage deparment stores, drugstore chains, other channel includes internet

current trend: consumers go to mass alternatives, mid-tier and premium brans increase in mass channel,

overall market show slight declines in sales thru high-end department stores

we rely on loveliest brand, excellent name regogciztion and halo effect under umbrella

19% sales for ad and promotion -→ 23%

\SEEKING PRETIGE AT AFFORDABLE PRICE

image based ad and promotion are critivcal

success if fragrances expresss her personality

we are having eschewed international market because cost of gaining a foothold too high

=growth =natural in first few years and 7.5 mil

savvy 30-45$

we also think about expansion in drugstore chains with a new lower-priced brand or existing brand == generate greater sales growth and savvy ?

channel conflig as retail just want highest-turnover items

contribution over 2 years, how much budget for media spend, how long until payback on three media plans

sell brands through premium and mid-tier department stores and remain established presence

move to privately owned pharmacies and mass market : include discount store like J.C. Penney, target, wal-mart, kohl’s’

chain drugstore sales team with experience

we tried to appeal in mass channel and ensue continued loyalty among consumers

we do price competitive and prestige image

beauty advisor in department store for fuckers experiences

we concentrate aroun mother’s day and witner holiday when both men and women purchase as gifts...