The cosmetics market is known to be extremely fierce. Both in the number of players disputing market share as in participation margins. And into this beauty industry, positioning a brand is a daily challenge, of absolute discipline and a lot of daring.
The Dutch Keune Hair Cosmetics has always worked in Brazil through a distribution network exclusively dedicated to the segment of beauty salons and beauty professionals. With the exponential advance of new brands and the aggressiveness of market's new channels, staying in this position could mean a timid Brazil's participation of brand in the future.
Implementing our "Integrated Solutions Core" inside the organization, the 153\BBA analyzed the brand's entire distribution system, their relationship with these distributors, the company's processes, their margins, their sales outlets, their performance and their communication line within the most varied channels.
Initially, we developed an online system for integrating the national network of distributors. Through this channel, it was possible to create a ranking that evaluated the performance of each region among multiple performance indicators (sales, profitability, purchase scheduling, reach, share, communication, among others) established by our company.
Simultaneously with the distributors evaluation, a plan was implemented to reposition or disconnect distribution areas and the brand's direct operation in key markets.
Once the processes aligned, we started the expansion phase of brand participation starting their entry into retail. Through the selection of channels and the development of campaigns aimed at this new segment, Keune has consolidated their presence in the market as a brand with professional DNA now easily available to all consumers.
The result of all strategy in Brazil? A 19% increase in the company's profitability, a real increase of 39% in sales, a gain of 4.5% of market share for the entire line and leadership in the professional color segment with a total participation of 28%, in addition to the global replication of the model developed in the country and also their communication line.
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