Natura digital marketing plan

Members:
Valdez Cave, Nataly
Charon Ríos, Mery
Allison Fernández Huamani
Jorge Vázquez, Junior
Alina Untama Yépez
Analysis and strategic design
Consumer segmentation

With the surveys conducted, we were able to guide ourselves and see that our consumers are in the age range of
18-25 years old with 35% of the respondents and with their economic income of 850-1500.
percentage of 41% and with the data from nature we have been able to conclude that the segmentation of
consumers belong to the socioeconomic classes A, B, and C
 Segmentation strategies Market trend
Future trends in the internal environment Natura seeks to achieve more quality and
growth in their makeup products for subsequent years that each
Geographic more and more consumers can feel satisfied and confident with the
product.
As we can see in the
image in Peru has more
of 91,500 CNs which
are found distributed in sites
strategic areas where they can carry out
sales. The customers in the market
cosmetics are segmented by
geographical areas

Lifestyles
Digital marketing trends
In this segmentation, it has
I divide the buyers of Inbound marketing Marketing H2H
Natura products in their styles
of life where one invests in
Retargeting or SEO Application
oneself with products
cosmetics and prevention remarketing
Email Marketing
 Market coverage selecting the area of the market to be intervened.
NATURE IN THE RETAIL MARKET

To respond to the In addition to the presence in

various profiles of pharmacy networks, which
consumers and will address their they attend to consumers
different needs of that seek convenience and
purchase. practicality.

Enter the retail market Fostering Sales by

with own stores. Relationships, through the
consultants, to allow for a
complementary experience, for
means of points of sale that
adopt the concept of the
experimentation.
Strategic Selection
•In one year, double the size of the Natura Network at the national level
national, and being one of the largest digital sales channels
from beauty products from Peru.
Increase the number of Natura Consultants to 100,000.
Digital (CNDs), and that can serve more than 1 million
registered consumers.
The consultants participating in the online model will
an 8% increase in productivity in direct sales and of
14% in the total sales in the traditional model and Network
Nature.
The frequency of purchases is also higher, so
encourage new consultancy firms to operate in a hybrid manner,
that is, in both formats, we adjust the model of
participation, which now anticipates a franchise value
reduced for those who want to try the model, in addition to the
original value.
Over the course of a year, through the App, start selling.
directly to the final consumer.
That all consultants have their space in Natura.
digital sales, in addition to providing training for a
good digital training of the CNs.
In addition to the positive impact on their profits, it is expected
with that, the consulting firms, more connected, have access to
better services, be trained more and improve their performance
with benefits, even for your quality of life.
Michael Porter's generic strategies

Cost leadership Differentiation Approach

Offering products granting Products that contribute to the environment Products oriented towards a
the best value for money, environment and that are made with audience, which has changed its
being of good quality to a natural inputs with the minimum of lifestyle and seeks products
fair price. possible chemicals. natural and less
contaminants.

We should suggest that the strategy to

to follow is differentiation, which
consists of making products and
services considered unique in the
industry and directed at consumers who
they are relatively insensitive to the
prices.
 Tactical plan
Human Resources Area of responsibility Finance area Operations area
social

Satisfy the growth of the

Support and coordinate the search for Manage efficiently the demand at 40% annually for
Ensure the presence of best practices regarding financial resources in the form of the period of the Strategic Plan,
human capital to take charge responsible management refers to. to be able to meet the needs of maintaining quality throughout
of sustained growth from the entire portfolio of
working capital and investments of
raised both at the level of fixed assets, in order to maximize products and implement
executive plan as in the the value of the company in the short term production practices that are
sales force case achieving 74% profitability sustainable in the environment.
about assets