Marketing Strategy for Sarbec cosmetics,France a SME FMCG Cosmetics Company eyeing the Indian Market.

1. Team 2B: Sukran Kasnak Laura Knaub Bhuvan Mathur Mélanie Monaco Sarah Mussol Yating Wang

6. The Opportunities and Threats of India EDHEC BUSINESS SCHOOL_TEAM 2B_01.12.2009 Opportunities Threats Good business relationships between France and India Tariff and non tariff barriers economic growth of 7,48% in 2008 according to the India Central Statistical Organization Investment grade BB+ High competition with many foreign companies willing to enter the market and strong position of the multinational groups 7% growth rate in the cosmetic market between 2009 and 2012 (RNOS) Low average purchasing power Increasing of the income level which leads to higher purchasing power Poor development of the retailing system Fast development of the middle class Price sensitive market Increasing share of women working High brand loyalty Cultural differences between India and France

18. The hair care products: Institut Phyto Target: urban active people from 25 to 50 years old high disposable income Product: Institut phyto shampoo and conditioners Place: spas, hairdressers, drugstores, specialized stores Promotion: samples and leaflets offered in spas and at hairdressers EDHEC BUSINESS SCHOOL_TEAM 2B_01.12.2009

19. Selling Price for the consumer: Rs 175 MS expectation: Sales expectations: The hair care products: Institut Phyto EDHEC BUSINESS SCHOOL_TEAM 2B_01.12.2009 Year 2010 2011 2012 Market share 2% 2% 3% 2010 2011 2012 Expected Total Sales in the Market in value (Rs Million) 66 884.4 72 347.2 78 105 Expected SARBEC Sales in value (Rs Million) 2397.5 2555 2712.5 Expected SARBEC Sales in volume (Million units) 13.7 14.6 15.5

20. The Perfumes: C. de Farme Target: both male and female from 18 to 35 years old middle class + Perfumes as a gift Product: C. de Farme perfumes Place: A n exclusive distribution in the 3 big department stores Promotion: Samples will be given away in front of the major department stores EDHEC BUSINESS SCHOOL_TEAM 2B_01.12.2009

21. The Perfumes The perfumes launched: EDHEC BUSINESS SCHOOL_TEAM 2B_01.12.2009 Women Eau de toilette CAMELIA Eau de toilette TERNATA Eau de toilette SAMOA Men Eau de toilette EROS COOL Eau de toilette EROS FEVER Longboard

22. The Perfumes: C. De Farme Selling price to the consumer: Rs 1000 MS expectation: Sales expectations: EDHEC BUSINESS SCHOOL_TEAM 2B_01.12.2009 Year 2010 2011 2012 Market share 1% 1-2% 3% 2010 2011 2012 Expected Total Sales in the Market in value(M€) 123.73 148.48 185.6 Expected SARBEC Sales in value(M€) 1.23 3.0 5.56 Expected SARBEC Sales in value(M Rs) (1€=69,942 Rs) 86.03 209.86 388.88

23. The Wipes: Corine de Farme Target: urban active people from 25 to 50 years old high disposable income Busy life Research of convenient and serviceable products Product: Baby wipes Facial cleansing wipes Family packages and on-the-go packages Place: supermarkets , department stores Promotion: Samples in schools, maternity, supermarkets Leaflets to educate customers EDHEC BUSINESS SCHOOL_TEAM 2B_01.12.2009

24. The Wipes: Corine de Farme Selling price to the consumer: Rs 3,50 per wipe MS expectation: Sales expectations: EDHEC BUSINESS SCHOOL_TEAM 2B_01.12.2009 Year 2010 2011 2012 Market share 7% 8% 10% 2010 2011 2012 Expected total sales in the market in value Rs million 85.3 91.3 97 Sarbec expected sales in volume millions of units of package of 20 wipes 93.297 114.125 151.563 Sarbec Expected sales in value in Rs million 6.531 7.989 10.609

27. Future Road Map EDHEC BUSINESS SCHOOL_TEAM 2B_01.12.2009

30. Thank you! EDHEC BUSINESS SCHOOL_TEAM 2B_01.12.2009

31. Questions and Answers EDHEC BUSINESS SCHOOL_TEAM 2B_01.12.2009