Yves rocher

• History

Yves Rocher is a French cosmetics company. He was born April 7, 1930 in La Gacilly in Brittany, he died on 26 December 2009 in Paris.

In 1959, founded the cosmetics company Yves Rocher, whose pillars are natural products and mail order selling ( vente par correspondence)

Yves Rocher favors organic farming in the design of its products and it follows an eco-citizen approach.

He wants to democratize access to cosmetics.

In 1962, he opened his first store. Today, It is currently present in the world. Yves Rocher designing a new approach to beauty, which grows in the pure respect of nature.

The group has 8 brands :

specifically for the welfare of women.

• Product

Yves ROcher propose 6 Strategic Business Activity:

- Perfume

- Make-up

- Facial skincare

- Body care

- Hair care

- Accessories

These products are classified as mid-range. ( moyen de gamme)

The range evolves each season, it is constantly renewed by the bio-plant research by Yves Rocher.

• Service

Yves Rocher also offers services like waxing, body treatments, massages, make-up session

• Price

Products and services are sold at prices affordable to all. They are considered competitive. In addition, their products have a better value than their competitors.

Furthermore, important discounts ( -40% or (-50%) are offered regularly to encourage consumers to return.

• Target

The main target of Yves Rocher is the woman, woman of any age. However it is now for men.

• Threat

Cosmetic market :

France:

49% larges retailers

22% selective distribution

13% pharmacy

8% department store( grand magasin)

9% direct sales

Internationalization of perfumery chains

Création of beauty’s departments by supermarkets : to promote their cosmetic offer

Price : The general price is in decline due to the crisis and the purchasing power of French which is reduced

Competitors

Because of it offer very diversified, Yves Rocher has many competitors in different sectors.

• Perfumery

• Make

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