Strategic proposal and marketing plan Presentation addressing Baby/ Kids skincare positioning and performance, Taking into consideration the below factors : Analysis Brand positioning Strategy Tactics

1. This proposal has been crafted employing the best open market data currently accessible. Utilizing key principals,
experience and analytical approach; the strategy for our brand will be shared in this document, through a detailed
plan to answer the main arguments of the brief
Dubai
January 10th , 2017

2. CASE OBJECTIVES
YOUR OBJECTIVE IS TO LAUNCH :
JANUARY 1st 2017
1
LAUNCH QV BABY NEW RAGE
QV KIDS RANGE RE POSITIONING

3. Founded in 1953, Ego is highly respected in Australia for their quality therapeutic skincare products that assist people with
skin conditions such as eczema, psoriasis and dermatitis, with a vast range of everyday skincare products
Over 120 products, Ego's well-known pharmacy brands include QV, SunSense, MOOV Head Lice Treatment, SolvEasy
and Elucent all created and manufactured in Australia and sold in over 20 different countries
QV is the number one dermatological skincare brand in Australian pharmacy, in Bahrain, in Iran and in Saudi Arabia. All
products are free from common known irritants including soap and fragrance. They are ideal for sensitive, dry and
compromised skin
Launched in Middle East 23 years ago in the United Arab Emirates in 1993, and extending………
WHO ARE WE ?
30%
of Ego's business is
now made up of
international sales 45% Of sales are in the
Middle East
2

4. AGENDA
Point 1: Market Insights & Dynamics
Point 2: Brand Overview
Point 3: Industry & Competition story
Introduction
Point 4: Customer Snapshot and Influence
Point 6: SWOT
Point 7: Company Objectives
Point 8: QV Baby Strategy
Point 9: Tactics & Mechanics
Point 10: Budget & Measure of Success
Point 5: Retail Universe
3
Point 11: QV Kids Re positioning

5. MARKET SNAPSHOT & DYNAMICS
Market Insights & Dynamics
PER MARKET
GCC
ADDIITONAL FACTS
4

6. 80.5%
ARE EXPATS
UAE ESTIMATED POPULATION IS
9,346,000
2.5%
Population
average annual growth
2005 2010 2015 2020 2025 2030
64.6
79.6
85.1
76.9
71.8 70.7
UAE Live Births Trends
9.8
5
10
3.2 3.2
1.6
4.9
7.2
4.3
4.6
3.9
2006 2008 2010 2012 2014
2.5
2016
UAE GDP Grow Rate
5.2
2.6
2017
20%
Growth in Consumer spending
expect in 2020
PER MARKET - UAE
5

7. 85.7%
ARE EXPATS
QATAR ESTIMATED POPULATION IS
2,169,000
2.04%
Population
average annual growth
48%
Growth in Consumer spending
expect in 2020
PER MARKET - QATAR
QAT GDP Grow Rate
13.38
5
10
4.8
4.5
3.6
2.6
3.3
2011 2013 2015 2017
3.9
QAT Live Births Trends
2005 2007 2009 2011 2013 2015
15.54
15.56 15.61
15.5
10.08
9.84
2017
9.61
6

8. 52%
ARE EXPATS
BAH ESTIMATED POPULATION IS
1,332,000
2.49%
Population
average annual growth
11.4%
Growth in Consumer spending
expect in 2020
PER MARKET - BAH
BAH GDP Grow Rate
2.3
5
10
3.5
5.3
3.4 3.2
2.84
2011 2013 2015 2017
4.5
BAH Live Births Trends
2005 2007 2009 2011 2013 2015
18.1 17.5
17.02
14.64
14.6
14.2
2017
13.8
7

9. 69.2%
ARE EXPATS
KUWAIT ESTIMATED POPULATION IS
4,007,146
2.96%
Population
average annual growth
9%
Growth in Consumer spending
expect in 2020
PER MARKET - KUWAIT
KUW GDP Grow Rate
10.9
5
10
7.8
0.3
1.1 2.5
3.3
2011 2013 2015 2017
KUW Live Births Trends
2005 2007 2009 2011 2013 2015
21.88
21.95 21.81
21.32 20.61
19.91
2017
19.18
0.6
8

10. 32.7%
ARE EXPATS
KSA ESTIMATED POPULATION IS
38,830,000
2.31%
Population
average annual growth
26%
Growth in Consumer spending
expect in 2020
PER MARKET - KSA
KSA GDP Grow Rate
10
5
10
5.4
2.7 3.4
1.1 1.2
2011 2013 2015 2017
3.6
KSA Live Births Trends
2005 2007 2009 2011 2013 2015
29.7
29.1
28.5
19.3
19.01
18.5
2017
18.3
9

11. 44%
ARE EXPATS
OMAN ESTIMATED POPULATION IS
4,700,037
2.03%
Population
average annual growth
11.4%
Growth in Consumer spending
expect in 2020
PER MARKET - OMAN
OMAN GDP Grow Rate
4.15
10
5.7
3.1 3.3
1.7
2.6
2011 2013 2015 2017
2.9
3.6
1.9
2019
OMAN Live Births Trends
2005 2007 2009 2011 2013 2015
22.83 22.76 23.53 24.15
24.43 24.44
2017
24.01
10

12. Population
1
Economic
2
Oil
3
Total population of the six GCC states is expected to rise by an average rate of 2.6%
GDP growth in the GCC has averaged 7%
44% of the worlds crude oil reserves
Age
4
Segments
5
Community
6
The medium age is 25, one of the youngest population
48.1% total counts of expats in GCC
Australian and GCC long term relations
GCC
11

13. ADDITIONAL FACTS
CRITERIA
• Over 80% of the world’s population lives in
the developing world
• The rising of the middle class in developing
world
• Rising rates of female participation in labor
force
• Consumers are increasingly health
conscious and looking for natural and eco
friendly
• One-third of MENA's population is under age
15. Over the next 15 years these children and
adolescents will reach their childbearing
years and enter the job market
MENA region increased 3.7
times, more than any other major
world region these last 50 years
Highest rate in the world after sub-Saharan
Africa of population growth 2 percent per year
2
ND
12

14. BRAND OVERVIEW
GCC MARKET
• QV Baby – UAE & KSA
• QV kids – Available in several markets
• QV Adults - Available in several markets
PRICE RANGE
• From AED 49 to AED 100
DISTRIBUTORS
• UAE : Pharmatrade LLC
• KSA: Salehiya Establishement
• Kuwait : Al- Mojil Drug
• Bahrain : Maskati Pharamacy
• Qatar: Al Danah Medical
DIGITAL
• Website for UAE and KSA
• Middle East Facebook platform
13
Brand & Industry

15. BRAND OVERVIEW - ONLINE
MIDDLE
EAST PAGE 3,243 Followers
GLOBAL
PAGE
WEBSITE
Facebook Middle East available in Arabic
2 accounts available Ego and QV Global
No information about other markets on the platforms
KSA and UAE tabs available on website
KSA and UAE bilingual pages available
No widget on KSA page
No Middle East Instagram and Twitter2,466 Followers 1,468 Followers48,150 Followers
14
Brand & Industry

16. INDUSTRY & COMPETITION STORY
INDUSTRY
ADDITIONAL DETAILS
MAIN COMPETITION
15
Brand & Industry

17. BABY CARE INDUSTRY
Growth of baby personal
care is largely fueled by
consumer demand in
emerging markets
Growing trend expected
during forecast period
2014- 2020
The baby hair care
segment is the lowest
contributor in terms
of revenue in the
global market
Increase of baby shower
gel use is expected to
drive growth
Johnson & Johnson
Middle East led baby
products in 2015 with a
value share of 40%
Brands need to rapidly better understand the needs and specifics of these potential emerging markets to supply
products that answer local requirements
Non-Toxic, chemical-
free, natural and organic
are the consumers top
priorities
Novel and Indulgent,
unique packaging
shapes and materials
help to ensure brand
identity
The baby care market
size is expected to
increase to a total
sales of 66.8 billions
USD by 2017
16

18. In 1950 Paul Berthomé, created
Expanscience Laboratories. After talking to
mothers and researching the baby market,
they realized there was no alternative to
soap for baby skincare. As soap can be
harsh on the delicate skin of babies, they
saw an opportunity to develop a "2-in-1"
soap-free product with both cleansing
MAIN COMPETITION
Born 40 years ago in Barcelona, from the
alliance between a global leader in
fragrances and cosmetics and a benchmark
pharmaceutical company with renowned
medical products. The mission was to create
a worldwide reference in skin health,
treatment and beauty.
Founded in 1886 by Robert Wood Johnson in
New Jersey , For over 125 years,
JOHNSON’S® has provided safe, mild and
gentle products for babies and adults. All
JOHNSON’S® baby products are soap-free,
hypoallergenic, dermatologist-tested and
paraben-free as
In 1920 Jeanine Marissal, a young
visionary French woman, adds
thermal plankton from the mountain
springs of Molitg-Les-Bains to her
skincare formulations. The "Thermal
Biology", BIOTHERM, was born.
Discovered an exceptional water with
unique properties: Uriage Thermal Water,
Uriage water is bacteriologically pure and
extremely safe
A French pharmacist, Mr. Rene Levayer,
creates the brand “La Roche-Posay
Laboratoire Dermatologique”.
Its mission: developing skin care products
to be used and recommended by
dermatologists for their patients.
Its values: Safety – Efficacy – Simplicity
17

19. Premium
• Biggest segment
• AED 51 to AED 115
Aspirational
Premium
“AP”
• AED 30 to AED 50
VFM • AED 12 to AED 291.
COMPETITION SEGMENTATION
Opportunity within the Aspirational Premium segment
AED 30 to 49 price point completely vacant, customer upgrading from VFM segments
18

20. ADDITIONAL DETAILS
• Majority of brands are French laboratory based
• Style of packaging white/blue colors dominant
• Packaging; pharmaceutical layout
• Mustela dominating with a huge range
• No Arabic language on packaging except for 2 brands and QV kids
• Bilingual language (English and French )
• No shelf collaterals instore ( Cetaphil counter display and bioderma gift box
packaging )
• No age group highlighted on the majority of boxes
• Lead communication is French for some brands
• Pharmacist endorsement on Mustela and Cetaphil
• Challenging for a new customer
• No consistency in packaging size
19

21. INFORMED, EDUCATED
PARENTS
Today generation of parents standout for
being better informed on latest trends
This means an increase demand for
personalized products
BUSY LIFESTYLE
Therefore they require products
that make their life easier ,
especially for moms that cope
with the demands and
responsibilities of work and
household
GROWING NUMBER OF
WOMEN IN WORKPLACE
This means a higher average disposal
income, hence purchase products of
higher quality
HEALTH ORIENTED
Parents desire to provide the best
for their children, Concern about
chemicals, resulting in a big
movement towards natural and
organic
Innovation in baby personal care, will be increasingly towards; high quality, naturally positioned and healthy
products driven by emerging markets
CUSTOMER SNAPSHOT
20
Brand & Industry

22. WOM:
Friends / Family recommendation
Health Experts ( doctors, nurses…)
Traditional:
TV Advertising
Parenting Magazines
Radio advert
1
3
4
2
 Trust Brand Name
 Provide quality
 Safe ingredient
 Organic / All natural
 Fragance
 Price and Value
CUSTOMER INFLUENCE
21
Brand & Industry
REASON OF PURSHASE
SOURCE OF INFLUENCE
In store:
Product in shelf
Online:
Parenting Website
Baby Blogs
Brand online platforms
Online advertising

23. COMMUNICATION EXAMPLE
Ego - QV MUSTELA
COMMENTS
• Page with few details and plain layout
• Pediatrician recommendation
• Simple and clear
Ego - QV
MUSTELA
• Origin of production label ( France )
• 91% ingredients of natural origin
• Mother satisfaction reference
• Dermatologically tested under pediatric
supervision
Opportunity to enhance communication, generate and
increase target trust
22
Brand & Industry

24. RETAIL UNIVERSE
Current RTM in place and price structure
Factory- Production
Regional Distributor
Clinics &
Hospital
Pharmacy &
Drug store
Specialty Stores
Super Market &
Hyper Market
• Pharmatrade LLC
• Salehiya Establishement
• Al- Mojil Drug
• Maskati Pharamacy
• Al Danah Medical
• Warehouses
• Fleet vehicles
• Sales force
• Representative
• Instore Promoters
• Carrefour
• Lulu Market
• Sultan center
• Spinneys
• Waitrose
• Giant
• Mothercare
• Mama’s & Papa’s
• Super care
• Life
• Boots
• Astir
• ……..
• Clinic & Hospital
Selection of local or regional partners; remains one of the most critical decisions for business success in this part of
the world
23
Brand & Industry

25.  Big potential market
 GDP growing
 Growth of the middle class
 Increase of spend per child
 Increasing levels of women in work force
 Big segment of expatriate in UAE/ Qatar/ Bahrain
 Niche Australian expatriate community ( WOM)
 Potential gap in AP segment
 Increase market share
 Target local community in KSA and Oman
 Current QV kid product, clarity in function and
simplicity
 Product proven in home market
 Product with heritage (60 years)
 Resources (TBC )
 Quality product with environment focus
 UAE/ KSA website available
 Distribution channel in place
 Market data should be available
 Existing baby product strong baby color
 N1 skincare in Australia
 Grow to the ages with QV
 Availability of QV wash in market (TBC )
 Birth rate declining
 Strong competition in place
 KSA and Oman Arabic dominant
 Complex cross market legislation regarding
product requirements
 Asia community in GCC weak income
 Complexity of MENA market ( compare to pacific
market )
 Mustela start customer relationship pre birth
 Distributor universe
 Lack of brand equity and awareness
 Packaging inconsistent with peer brands baby
segment
 Arabic language ( TBC)
 Very Asia pacific focus
 Weak online presence
 No strong endorsement on website
OPPORTUNITIES
STRENGTH
TREATS
WEAKNESS
24
SWOT
SWOT

26. OPPORTUNITY
New developed markets
Great opportunity within AP segment
More income concentrated in urban locations
AED 30- 50 vacant and attractive price point
Increased number of expatriates in the region
Launch QV Baby Range in
the AP price point “AED 49”
with main source of
business Johnson
upgrading customers and
Mustela switchers
25

27. LAUNCH OBJECTIVES
• Build brand equity and convey brand values
• Generate brand growth thorough positive WOM
• Attract current regaional QV customers
• Optimize distribution channels and maintain margin
• Tangible USP to trigger switchers
26
Company Objectives

28. STRATEGY
GROWTH PERFORMANCE
Understand, Build, Develop; to establish the brand positioning and USP, to define the right channels and strategy
• USP description
• Positioning
• Cycle campaigns
• Digital
• Mass & targeted media
• Locational WOM
EXPANSION
• Standardization
• Universe
• Category strategy
• Improve margin
• Range
• RTM
• Differentiation
• Customer database - Ongoing
Process
PROPOSITITON
CUSTOMER
• Data collection and
customer segmentation –
Ongoing Process
• Building customer
relationship – Ongoing
Process
1
GCS & CT STUDIES
• Identify customer profile
2
• Influencers & bloggers
• Communication
Shaping the Future!
3 4
27
QV Baby Strategy
• Conference

29. GCC & CT STUDIES
MILESTONES
Brief
finalization
26/01
Questionnaire
submission and
review
21/02
Fieldwork
start
02/03
Sampling &
Coverage
approval
22/02
Collect
approval
05/02
GCS
General Consumer Survey
is a study conducted in order
to measure the size and
dynamics of the market and
evaluate the health for our
own and competition brands
CT
Concept Test is conducted
in product development
process where a detailed
description of a product (and
of its attributes and benefits)
is presented to prospective
customers or users, to
assess their attitudes
METHODOLOGY : Conduct two internal researches to
help understand both market, customers perception of our
brand, competition and identify best channels and tools for
effective reach SOME OUTCOMES……..
- Market dynamics & switching patterns
- Understanding the purchasing behavior
- SOM and price segment trends
- Understanding the positioning of the brands
- Drivers of brands choice in the markets
- Difference between markets
- Positioning of new launches
Fieldwork
End
23/03
Topline
30/03
Highlight
Use one market among the GCC
that cover all specific criteria’s to
conduct the study
28
QV Baby Strategy

30. Easy, Gentle, Medically RecommendedUSP
PACKAGING
• Use existing brand packaging ( white and blue colors )-
• Adapt to the other markets
• Apply legal requirements for markets
PROPOSITION
PRODUCT RANGE
• 8 SKU’s (Head to toe wash, 2in1 Shampoo & conditioner, cream 100g &
250g, Oil, Lotion, barrier diaper cream )
PRICE • AED 30 – 50 in the AP segment
ATTRIBUTES
• Suitable for use every day and with conditions such as eczema, dermatitis
and psoriasis
CUSTOMERS • Urban areas, Mainly female 24-45
29
QV Baby Strategy

31. PROPOSITION
Blue & White colors
Are the most popular color, and the most
gender generic. It is the color of the ocean and
sky. Blue is calming and relaxing. Symbolizes
purity, innocence and simplicity
Baby Wash 2 in 1 Shampoo &
Conditioner
Baby Oil Bath Moisturizing
Cream
Barrier Cream
30
QV Baby Strategy

32. CONFERENCE – TRADE EVENT
Create huge enthusiasm and excitement among distributors, top retailers and key specialist
Large events per country in each capital
Each regional event accommodates 200 pax ( TBC)
The brand heritage and launch mix to be communicated
Hostesses and MC to welcome all
Create and exhibit hall and booths
PREPARATION DETAILS
• Event date and time
• Selection of the venue/hotel
• MC selection : opening ceremony
• Speakers selection and briefing
ENTERTAINMENTS
• Attendees registration
• Travel arrangements
• Food and beverage
• Audio visual
COMMUNICATION
• Event Manual / Badges /Banners/ Leaflet
• Goodie bags
Q&A Session
Email invitation
• Invitation / EDM
• Event program
31
QV Baby Strategy
• Hostesses
Speakers speech

33. LAUNCH PHASES
Mar Apr May Jun Jul
Distribution Building
Communication
Promotion @ Retail
Digital
15th XX Top Weighted Outlet Full Universe coverage XX Outlets
Aug Sep
UAE
BAHRAIN
QATAR
KUWAIT
XX Top Weighted
Outlet
Toolkit collaterals launched in location in addition other channels (Online & Offline)
Retail helper Wave 1 Retail helper Wave 2
Retail Loyalty Program
Wholesale Loyalty Program
Brand Ambassadors ( Specialist / Influencers )
Brand and External Platforms
Sponsorship Sponsorship
Researches
Targeted Activities EVENTS
KSA
OMAN
Time is critical when it comes to products launch !
CAMPAIGN 1 CAMPAIGN 2
CPT EQUITY STUDY
32
QV Baby Strategy

34. STRATEGY
CUSTOMER
• Data collection and
customer segmentation –
Ongoing Process
• Building customer
relationship – Ongoing
Process
1
• Identify customer profile
33
Tactics & Mechanics

35. PHASE 1
DATA COLLECTION
Collecting information
through different channels
SEGMENTATION
Apply a specific technique to
identify groups of customer
profile’s dependant on several
criteria
PHASE 2
BUILD LOYALITY
Create a platform for each
customer profile
PHASE 3
IDENTIFY CUSTOMERSCUSTOMER
1
34
Tactics & Mechanics

36. OBJECTIVES
• Collect customer feedback
• Build the Brand equity
• Improve communication
• Reduce Spend
SOURCES ?
• Retail loyalty cards
• Brand and external website
• Online platforms
• Specialists data
• Pharmacy and other data
• Support activity groups for pre natal and post natal
woman
• Communities houses (Meadows, MCC ….)
• Blogs
GROUPS CRITERIA’S ?
• Monetary
• Previous purchase
• Location of residence
• Frequency
• Ohers
DATA COLLECTION & SEGMENTATIONCUSTOMER
1
35
Tactics & Mechanics

37. CUSTOMER PROFILECUSTOMER
1
KEY PARTNER PER REGION
• UAE
• BAHRAIN
• KUWAIT
• OMAR
• QATAR
• KSA
RIGHT UNIVERSE
• Pharmacist
• Doctors
• Health Specialist
2 DIFFERENT TYPES OF MOMS
PROFILE DEPENDING OF THE
REGION
• Pre natal MOMS
• At Birth
• Motherhood
• Second baby
• QV User
SPECIALIST
MOMS
DISTRIBUTOR
36
Tactics & Mechanics

38. STRATEGY
GROWTH
• Cycle campaigns
• Digital
• Mass & targeted
media
• Locational WOM
• Influencers & Bloggers
2
• Customer Database
Ongoing process
37
Tactics & Mechanics
• Communication

39. CYCLE CAMPAIGNSGROWTH
2
JANUARY JULY AUGUST DECEMBER
RECOMMENDED BY ALL
PEDIATRICIANS FOR YOUR BABY
2 phased campaigns of 6 months each – Long term strategy to generate growth
Using studies to understand what are the main priorities for the target
MAIN CYCLES 2017
EVERYDAY SOAP FREE
PROTECTION
Launch of full range, hence focusing on
fundamental positioning to create
confidence and trust within the target
Start focusing on one of the main
attributes that our products provide
38
Tactics & Mechanics

40. COMMUNICATIONGROWTH
2
• Educate and convey the right
message to the consumer
• Be visible in locations and differentiate
our proposal from competition
Different layouts/ formats developed for different locations
• Main artwork campaign
• Advertising magazines
• Leaflet
• Brochures
COLLATERALS
• Shelf label
• Price label
• Goodies
• Diaries
OBJECTIVES
• Emphasis on main cycle
message
39
Tactics & Mechanics
• Counter display
• Totem

41. ADDITIONAL BABY PRODUCT SOLUTIONGROWTH
2
• Attract customer attention
• Be more visible in the location
• Combo product ( Mother and Baby)
• Gift box with range of product and baby toy
• Bath essentials focus
• Skincare essentials focus
SOLUTIONS
• Baby case traveler
• Baby lunch case
• And more
OBJECTIVES
• Create excitement and transactions
40
Tactics & Mechanics

42. DIGITALGROWTH
MOMS
WOMEN MAKE 85% OF PURCHASING DECISIONS AT HOME
MOST MOMS GO
ONLINE DAILY, MORE
THAN 20 TIMES
PER WEEK
2
60% OF
MOMS LIKE TO
SHARE THEIR
OPINIONS AND
ASK QUESTIONS
ONLINE
70% OF MOMS
NOW OWN
SMARTPHONES
91% of Moms
listen to what
other moms
recommend
= NEED CONVENIENCE
41
Tactics & Mechanics

43. DIGITALGROWTH
2
SALES
TIME
STANDARD LAUNCH
PATTERNS
SOCIAL MEDIA ACCELERATES
MOMENTUM
SALES
+ Social Media
TIME
SOCIAL MEDIA IMPACT
42
Tactics & Mechanics

44. 238
MILLION
87
MILLION
TOTAL
POPULATION
ACTIVE
INTERNET USERS
ACTIVE
SOCIAL MEDIA
ACCOUNTS
41
MILLION
294
MILLION
MOBILE
CONNECTION
URBANISATION 67% PENETRATION 36% URBANISATION 17% Vs. POPULATION 136%
DIGITALGROWTH
2
MIDDLE EAST SOCIAL MEDIA
43
Tactics & Mechanics

45. DIGITALGROWTH
2
THEY NEED TO FIND CLEAR & EASY CONTENT
BRANDS PLATFORMS
• Page like campaigns to build following
• Use webpage links for clickable ads
• Creative, local content
• Weekly tips
EXTERNAL CHANNELS
• Promoted and boosted posts
• Create QV baby blog
• Follow specialist pages
• Shopping/ Retail space online platforms
• Doctors / Specialists online
• Blogs ( Examples : Mum of Boys / Sand In My Toes /
Mommy in Dubai / Mama Knows Dubai ……. )
• Website : Dubaimom.com………………..
• Create a digital calendar
• Banners advertising and listing
• Develop social media platforms
44
Tactics & Mechanics
• Mobile Friendly – App
• Google search .

46. MASS & TARGETED MEDIAGROWTH
2
SPEAK THE SAME LANGUAGE
• Targeting two type of customers - B2C and B2B approach
• Increase awareness and visibility, efficiently targeted
TV SPONSORSHIPPRINT
Select two different types of magazines
for B2C and B2B these magazines will
be different also by market depending of
target audience ( local & Expatriates)
2 different channels focused on
locals and expatriates such as (
Alhurra (AR) OR KSA 1 - Local
target - OSN/ MBC -Expat target)
Identify and select the potential
events for B2C and B2B,
participate to help increase
awareness and visibility
COMMUNIYTIES
Identify and select the potential
events for B2C and B2B
participate to help increase
awareness and visibility
• Create a media plan per month, targeting specific periods depending on the channels
45
Tactics & Mechanics

47. LOCATIONAL WOMGROWTH
2
REACH
• Targeted venues
• With B2B and B2C customers
DESCRIPTION
Reach the different types of audience in
different locations, to trigger their curiosity
and inform them about the product quality
and benefits
WHERE ?
• Pediatrician
• Dermatologist
• Pregnancy center
• Gym – Yoga for pregnant women
• Healthy center
• Nursery
• Retail display with promoters in different locations ( Plan
to create )
46
Tactics & Mechanics

48. INFLUENCERS & BLOGGERSGROWTH
2
BUILDING AWARNESS AND DRIVE CONVERSION
• Reach the right target audience
• Turn influencers into advocates
Raise the brand value through a dedicated
platform that will be used as a vehicle to
connect with the major influencers, create
a positive WoM and build a sustainable
brand image
TARGET ?
• Healthy Advisors
• Super Mother Bloggers
• Skin experts
• Hero Pedestrians
• Renowned dermatologist
• Nursery
• Use social listening to inspire the future
DESCRIPTION
47
Tactics & Mechanics

49. STRATEGY
EXPANSION
• Local Universe
• Regional Universe
• Standardization
3
48
Tactics & Mechanics

50. EXPANSION PILLARSEXPANSION
Local Universe Standardization Regional Universe
Using best partners distributors ?
Do we create outlet segmentation
and based on which criteria's ?
How are we dividing the market
universe ( Urban / Rural ) ?
Launch same proposition in the
different markets
What are our top weighted outlet in terms
of footfall / revenue / SOM ?
Could we implement a Retail Loyalty
Program to enhance planograms and
professional recommendations ?
Evaluate the advantages of several
distributors per country or a
centralized approach with one main
distributor covering all regions ?
Create one common
merchandising toolkit/ solution for
all retail formats and markets
Each Pillar Needs a
specific plan
Develop or maintain local market
team
Employ regional communication
channels
Implement similar main approach
3
49
Tactics & Mechanics

51. STRATEGY
PERFORMANCE
• Category strategy
• Improve margin
• Range
• RTM
4
50
Tactics & Mechanics

52. PILLARSPERFORMANCE
The Actions will be developed based on the commercial performance
• Category strategy
• Improve margin
• Range
• RTM
4
01 02
Make an analysis of the
overall performance of
business and understand
impacts of cost of goods
and review margins
P&L
• Assortment planning
• Space planning ( Desired space)
• Visual merchandising ( Optimize
display )
• Inventory management
• Promotion
• Pricing
RANGE CATEGORY
Make an analysis of each
SKU’s performance, per
location / margin
AdjustAssess
ENHANCE
51
Tactics & Mechanics

53. THE VENUE AND
THE SPEAKERS
REPRESENTS 87%
OF SPEND
VENUE + FOOD AND DRINKS
STAFF ( HOSTESSES/MC.. X6)
COST
95,000
9,000
COMMUNICATION ( BADGES / SNAP UP ..) 3,000
VIDEO PROJECTER + EQUIPEMENT 15,000
PHOTOGRAPHER 7,000
GOODIE BAGS / SAMPLES 3,000
282,000TOTAL BUDGET
34%
3.2%
1%
5.3%
2.5%
1%
CONFERENCE BUDGET – UAE EXAMPLE
ADDITIONAL ( GUEST SPEAKERS X3) 150,000 53%
SPEAKERS COST :
Include cost for travel
/accommodation……
52
Budget & Measure of Success

54. 13% of Revenue to
be spent in the
product launch
CONFERENCE BUDGET X6
ARTWORKS CREATION & PRINT CYCLE 1
COST
MEDIA BOOKING PRINT
TV PRODUCTION & BOOKING
SPONSORSHIP
DIGITAL + WEBSITE
INFLUENCERS
100%TOTAL BUDGET
15%
2%
12%
20%
10%
25%
14%
LAUNCH BUDGET
GENERAL 2%
CONFERENCE BUDGET: per
market will be different as universe
and targets are not similar
MEDIA PLAN : TV, advert and
print booking will be scheduled
taking into consideration timing /
season and other criteria
53
Budget & Measure of Success

55. MEASURE OF SUCCESS
• Sales achieved above budget
• Margin target met
• Maximum ROI through utilization of all
universe (high control / top weighted)
• Generate SOM
OPERATION
• Establish brand equity and increase awareness level
• Generate high WOM
COMMUNICATION
• Page visits
• Links
ONLINE
• Shares
• Comments
• Likes
• Followers
• Availability and efficiency
54
Budget & Measure of Success
• Right placement
• Engagement
• Reach

56. CASE OBJECTIVES
YOUR OBJECTIVE IS TO LAUNCH :
JANUARY 1st 2017
QV KIDS RANGE RE POSITIONING
55
QV Kids Re positioning

57. Why are we looking to
reposition the brand ?
QV Kids
• No local market recognition ?
• No equity /Awareness ?
• Price point ?
• Packaging doesn't match the rest of the portfolio ?
• Universe ( distribution )?
• Packaging ?
• Customers don’t recognize the brand ?
• Wrong segment ?
• Who his the decision maker ?
56
QV Kids Re positioning

58. PROPOSITION
BalmBar Air
Conditioner
Moisturizing
cream
Hair
Shampoo
Wash
QV Kid 6 SKU’s
QV PRODUCT
• 6 SKU’s - Full Range
PRICE RANGE :
• From AED 51
DISTRIBUTOR :
• UAE : Pharmatrade LLC
PACKAGING COLORS :
• Colorful ( Red/ Green/ Yellow) with animals)
MAIN COMPETITION :
• Jason, Biotherma
KEY ATTRIBUTES :
• Simplified communication ( description )
57
QV Kids Re positioning

59. GAP & OPPORTUNITIES
SHORT FALLS KEYS WINGS
• Ambiguous USP
• Not consistent with the other product
segments ( Baby & Adult )
• Packaging style may not convey attributes
• Lack of visibility ( weaker shelf positioning )
• Partial universe penetration
• Partner efficiency
• Good price point
• Distinct packaging
• Simple packaging communication
• Localization ( Arabic Language )
58
QV Kids Re positioning

60. RECOMMENDATION
KEY POINTS
• Packaging
• Local partner agreement
Taking into consideration the regional complexity,
customer behavior, market dynamics and the
multiple rising opportunities in GCC, our aim is to
build a Robust Proposition with a Clear
and Simple USP supported by a strong and
reliable Local Partner
• USP
59
QV Kids Re positioning

62. BIBLIOGRAPHY
UAE Population Trends and Insights : PER MARKET - UAE
http://www.thenational.ae/business/industry-insights/economics/20130916/uae-urban-population-will-grow-to-7-9m-by-2020-says-united-nations
UAE Economic Forecasts : PER MARKET - UAE
http://www.tradingeconomics.com/united-arab-emirates/consumer-spending/forecast
Age of the Population : PER MARKET - UAE
https://www.google.ae/search?q=UAE+population+trends+and+insights&espv=2&biw=1280&bih=565&source=lnms&tbm=isch&sa=X&ved=0ahUKEwi
Y9rjt15bRAhXGi5QKHVcGCyEQ_AUIBigB&dpr=1#tbm=isch&q=UAE+population+per+age+percentage+&imgrc=ZkQOMr3mHKPIMM%3A
Bahrain Population : PER MARKET - BAH
http://countrymeters.info/en/Bahrain
Bahrain Population Age Group : PER MARKET - BAH
http://www.theodora.com/wfbcurrent/bahrain/bahrain_people.html
BAH Birth Per Year: PER MARKET - BAH
http://www.indexmundi.com/g/g.aspx?c=ba&v=25
BAH Consumer Spending : PER MARKET – BAH
http://www.tradingeconomics.com/bahrain/consumer-spending/forecast
Birth Rate : PER MARKET –KSA
http://www.indexmundi.com/g/g.aspx?c=sa&v=25
ALL MARKETS DEMOGRAPHICS
http://www.geoba.se/country.php?cc=OM&year=2017

63. BIBLIOGRAPHY
GCC : PER MARKET – Total Market
http://dhlguide.co.uk/trading-with-the-middle-east/
Population Trends and Challenges in the Middle East and North Africa
http://www.prb.org/Publications/Reports/2001/PopulationTrendsandChallengesintheMiddleEastandNorthAfrica.aspx
Ego in the Middle East
https://www.zawya.com/uae/en/story/From_Australia_to_the_Middle_East__Ego_Pharmaceuticals_Arrives_in_Oman-ZAWYA20150329084826/
Moms Behaviors
http://mashable.com/2011/12/29/marketing-to-moms/#VWj1lTizMEqQ
KSA Consumer Spending : PER MARKET
http://www.tradingeconomics.com/saudi-arabia/consumer-spending/forecast
Consumer Population : PER MARKET – KSA
http://countrymeters.info/en/Saudi_Arabia
GDP : PER MARKET – Qatar
https://www.statista.com/statistics/379966/gross-domestic-product-gdp-growth-rate-in-qatar/
GDP: PER MARKET – OMAN
https://www.statista.com/statistics/455576/gross-domestic-product-gdp-growth-rate-in-oman/
ALL MARKETS DEMOGRAPHICS
http://www.indexmundi.com/g/g.aspx?v=25&c=mu&l=en