我的購物車 (0)
我的帳號資料
我的訂單紀錄
我的學校教授
我的學校課程

[ Tips ] 一分鐘使用導覽

搜尋 
請輸入欲查詢之關鍵字
 
  進階搜尋
依主題瀏覽 
依商品類型瀏覽 
依出版日期瀏覽 
依作者瀏覽(姓) 
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
V
W
Y
Z
銷售排行榜 
 您所選取的商品項目

> The Multichannel Challenge at Natura in Beauty and Personal Care

商品編號: UV7303
出版日期: 2017/08/02
作者姓名:
Farris, Paul W.;Guissoni, Leandro;Ailawadi, Kusum;Boccia, Murillo
商品類別: Marketing
商品規格: 18p

再版日期: 2019/09/17
地域: Brazil
產業:
個案年度: -  

 


商品敘述:

Faced with declining market share and sales, Natura, Brazil''s second largest brand in the cosmetics, fragrances, and toiletries market, expanded its customer reach by moving from a direct-sales company to a multichannel company. In 2014, Natura added online catalogs, physical stores, and drugstores to its well-established direct-selling model, but the results were disappointing. Between 2014 and 2016, three different Natura CEOs attempted to lead the company in the strategic transition to focus less on the direct sales consultants and more on reaching the end consumers directly with multiple channels and touchpoints. On October 2016, the company''s board appointed its former commercial vice president, Jo o Paulo Ferreira, as the most recent CEO. Ferreira''s challenge was to find the right balance between the direct-selling and other channel formats to market Natura, thus enabling it to thrive in the face of intense competition in the beauty and personal care market in Brazil.


涵蓋領域:

Brand management;Distribution channels;Marketing;Metrics;Multichannel marketing;Selling options


相關資料:

Case Teaching Note, (UV7378), 12p, by Paul W. Farris, Leandro Guissoni, Kusum Ailawadi, Murillo Boccia;
Spreadsheet Supplement, (UV7379), 0p, by Paul W. Farris, Leandro Guissoni, Murillo Boccia