oenobiol nutritional supplements in hong kong
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OENOBIOL
Nutritional supplements in Hong Kong
Introduction- Oenobiol
Created in 1981
Launched an innovatory concept: a sun capsule
Core competencies: provide beauty & nutritive supplements
Implemented in 20 countries: Canada, Spain, Germany…
Project presentation
Hair & Nail care
Nourishes hair and nails Revitalizes hair
brightness Repairs damaged hair
Strenghthens brittle, split and streaked nails
Digestive care Balances the intestinal flora Helps digestion Avoids swelling stomach feelings
Skin care
Lightens complexion Reduces stress and weary
features Purifies skin pores
Specific pills for HK: whitens skin
Introduce nutritional supplements on the Hong Kong marketExpand Oenobiol brand image in one of the most attractive cities in the world
PESTEL
POLITICAL Stable political environment Guanxi
ECONOMICAL The most liberal economical city in the world Risk of counterfeiting Save our knowledges
SOCIO CULTURAL
• Strong cult of beauty & health• Important upper-class population with high
purchasing power• Exhibition of wealth culture• Cultural gap
TECHNOLOGICAL • High-level of R&D and innovation technologies
ENVIRONMENTAL
• Respect of global environmental agreement
LEGAL• Build joint venture• Chinese partnership• Special relation between Hong Kong and China
PORTER
RIVALRY: High
• Development costs for a drugs are high
• Other drugs competing for a market share of a given specific area
SUPPLIERS: High
• The main suppliers to the pharmaceutical industry provide Active Pharmaceutical Ingredients(API)
• API’s are needed by pharmaceutical companies in their development of drugs
BUYERS:Moderate
To succeed, players must ensure a high level of customer service, meet pricing and regulatory pressures
SUBSTITUTES:Moderate
Substitute products intensify competition further
NEW ENTRANTS: Weak
• Costly to players• Require a high level of intellectual
knowledge and an expensive marketing strategies
STAKEHOLDERSSTAKEHOLDERS
Reason for inclusion
Level of engagement
Support
CUSTOMERS Interest in productDefine need, quality feedback, purchase
LOW NEUTRAL
DIRECTORS Objectives, quality control,Team management, strategic decision, brand management
HIGH POSITIVIE
EMPLOYEES Commitment, knowledge and technical skills on the project
HIGH POSITIVE
GOVERNMENT Quality controls, market integration, taxes & regulations
LOW (can not help running the project)
NEUTRAL (financial support)
SHAREHOLDERS Expect ROI, dividends MEDIUM (have decision power)
POSITIVE
SUPPLIERS Raw materials, quality influence, delay respect and prices
LOW HIGH
DISTRIBUTORS Distribution channels knowledge, turnover, merchandising, brand image
LOW LOW
COMPETITORS Stimulate innovation and improvement
LOW LOW
MARKET & CONSUMER ANALYSIS
The GDP per capita (PPP) $42,700 Higher than in Europe.
Purchasing power is very high 2003: Hong Kong people are caring more about personal
hygiene and healthy lifestyle products within vitamins and dietary supplements were in high demand in 2005.
Vitamine and dietary supplement, sales rose by over 200% to US$129 million in 2003 compared to 1998
The more they are stressful, the more they are consuming this type of product
PRODUCT ENRICHED IN CALCIUM??
LEGAL IMPLEMENTATION1st Step: Indirect implantation in HK through
local distribution. Through exportation Relevant to gain expertize & knowledge of the
nutritional supplement market in HK The distributor is holding all financial risks in case of
failure
2nd Step: production in China Products designed for Chinese people Form a joint-venture with Chinese company Beneficial to learn about informal rules in China Share & creation of knowledge
INTELLECTUAL PROPERTY& Made In france
LABEL « Made in France »
To stamp a marking of origin
“Made in” , the firm has to follow the criteria fixed by the community customs code
The criterion of added value:
Components native of the considered country, represents at least 45 % of their price ex works.
The criterion of the specific opening:
All the components must be imported from France.
Hong Kong : Special status• Autonomous region of PRC• Own legislations• Very engaged in the
protection of Intellectual Property
Intellectual Property Department IPD
• Role of registration HK$1300 for trade Mark
HK$650 for news goods and services
• Role of Advisor Implementation of
new brands and patterns
IMPORTATION : REGULATIONS & TAXES
Hong Kong as Special Administrative Region has
specific importation rules: Free trade policy : no barriers on trade Common standards for international trade Not charge tariffs on importation of goods Import license kept to a minimum Legal documents for importation are mandatory Import declarations must be done within 14 days Products must fit public health, safety or internal security
needs.
DISTRIBUTION CHANNELSPharmacies e.g. Mannings & WatsonsPara – pharmaceutical networkSupermarkets with cosmetic department e.g. China
Resouces Vanguard Shop, City Super, Great, Jusco …
Pharmacies online : www.thepharmacyexpress.com ; www.4rx.com
Beauty and health care shops e.g. Sasa
STRATEGY & conclusion
Import all the products from France, (Including all the whitening products) in order to keep the « Made In France » mention > strong added value in Asia- provide all the compulsory documents (agreement with Maersk)
Distribution channel : - pharmacies & parapharmacies (Mannings,Watsons) supermarkets in cosmetics department (Vanguard)- online pharmacies (www.4rx.com)
Marketing strategy : adaptation to this particular markets, new brand embassadors, new visuals (ie.Yang Gong Ru)
Communication strategy: based on tests of hongkonguese panels in order to communicate on the efficiency of the whitening products
Pricing strategy: wealthy population, health oriented population = higher prices than in France
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