Study

Case: Ronedis

Background
At first, it is important to identify the type of market to penetrate.
According to the graph related to competitors market share, there is no significant
difference between brands (No brand has more than 25% of the market and there
is no asymmetry in the graph).
The most suitable option is focus in the fragrances to people with medium
incomes (Avon, Natura, Coty).

How they work

The firms mentioned before, integrates three key concepts: Sustainability,
Innovation and Profitability.
The firm involves local communities in their manufacturing and supply processes.
Non-Governmental Organizations are involved too.
These communities supply the raw materials with stablished quality standards.
In exchange of this, the firm help the locals improving better life conditions (I.E.
computers, schools, infrastructure) (fair trade).
The company sells their products through sales representatives (doo- to-door
sales). This sales scheme reduces operating costs (storage, distribution and others).
The company offers prizes and online courses in order to gain loyalty.
Empowerment is a key concept too!
About the products:
o Perception: Knowing the needs aligning with a wide range of customers.
(luxury)
o Creation: Developing solutions to meet the needs. (Excitement)
o Communication: Proactive messaging to address customers needs-to-
know. (amazement).
Supply Chain Assessments:
o Environmental management
o Labor and human rights
o Fair business practices