Services involved:<\/strong><\/h3>\n\n\n\nDevelopment Strategy \u2022 Strategy Implementation \u2022 Internationalisation \u2022 Sales Argumentation<\/strong><\/p>\n\n\n\nThe challenge:<\/strong><\/h3>\n\n\n\nHelena Rubinstein, a premium skincare brand, returns to strong growth in Asia. Travel Retail Europe and Middle East, which benefits from a strong presence among the Asian passengers, wants to take advantage of this momentum to improve the brand's performance, after a few difficult years.<\/p>\n\n\n\n
Areas of work:<\/strong><\/h3>\n\n\n\n\u2022 Diagnosis of distribution with the marketing, finance and sales teams in order to determine which shops have potential and which are non-strategic, based on the number of visitors from the Chinese passengers, the presence of competitors, the quality of merchandising and financial performance.<\/p>\n\n\n\n
\u2022 Commercial strategy (meeting with the brand's CEO): co-decision to open pop up boutiques in order to demonstrate the brand's power to retailers and avoid immediately incurring major capex costs.<\/p>\n\n\n\n
\u2022 3-year business plan (marketing, finance and sales teams): co-construction of the financial projection for distribution and the inherent resources (merchandising, events, sampling, Travel Retail Exclusives...).<\/p>\n\n\n\n
\u2022 Adaption of the brand to make it more captivating for the target Chinese audience (with the marketing, finance, training and sales teams): catalogue, merchandising, pricing policy, communication with Chinese online travel agencies, training of beauty consultants.<\/p>\n\n\n\n
\u2022 Seduction presentation to the largest retailers in the Middle East: co-writing of an impactful and convincing sales presentation (marketing and sales teams).<\/p>\n\n\n\n
\u2022 Implementation of pop up boutiques and wide communication of results internally and externally to demonstrate the brand's potential.<\/p>\n\n\n\n
The performances: <\/strong><\/h3>\n\n\n\n\u2022 Dubai targets exceeded by 30%.
\u2022 Dubai strategic platform sales quadrupled in 1 year.
\u2022 Ouverture permanente de Duba\u00ef CD, Hamad et les Maldives.<\/p>","protected":false},"excerpt":{"rendered":"
Helena Rubinstein, a premium skincare brand, returns to strong growth in Asia. Travel Retail Europe and Middle East, which benefits from a strong presence among the Asian passengers, wants to take advantage of this momentum to improve the brand's performance, after a few difficult years.<\/p>","protected":false},"author":3,"featured_media":1176,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[57,53,56,55],"tags":[],"class_list":["post-1175","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-argumentation-commerciale-business-cases-cas-pratiques-ayin","category-cas-pratiques-implementation-de-strategie","category-cas-pratiques-internationalisation-et-export","category-strategie-de-developpement-business-cases"],"yoast_head":"\n
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