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PARQUE DE LAS AVENIDAS ( upper - middle class with mid population ).
Mainly residential area but also with some office buildings
Padilla 42. B. Salamanca (upper class with high population)
Mainly residential area but also some office buildings.
Bolivia 24. B. Chamartin (upper class with very high population)
Mainly residential area .
surronding areas
3.816
5.786
8.610
N Cabins
Monthly rent
Rent / sqm
Start-up K
PBC1: P. Avenidas
235 sqm
4.173
17,8
215
PBC 2: Padilla
210 sqm
3.087
14,7
245
PBC3: Bolivia
123 sqm
2.031
16.5
171
IMPROVEMENTS:
. More cosmetic
. Brand reinforcement
. Better merchandising
A. Lane / B. Steward
PBCs Responsible
Javier Valiente
Lluis Martinez
Additional Support:
Ad-hoc co-operation with a Beauty Expert
Special agreement with Beauticians School
PROMOTION &
ACTIVITIES
Traffic & Loyalty
COMMUNICATION
Direct & appealing
PR activities
July AC04
July AC04
July AC04
July AC04
54%
2%
7%
37%
CUM Jul 04
PRODUCTOS EXCLUSIVOS
7%
1%
10%
14%
12%
5%
5%
CUM Jul 04
PRODUCTOS EXCLUSIVOS
19%
6%
11%
1%
CUM Jul 04
GAMA ALTA
Before opening
PBCs users
GENERAL
Base: 100
(Respuesta espontnea. Datos en %)
Germinal
4
3
3
3
Belcils
Avene
Roc
GAMA ALTA
Vichy
16
Lancme
Estee Lauder
Christian Dior0
PBCs users
Clarins0
Biotherm
13
2
9
Pond's
1
Equilibran T
Tensifirm
35
3
2
2
2
Total Results
Nivea
10
L'Oreal
4
3
Diadermine
20
11
6
Base: 100
Yves Rocher
2
0
25
10
7
6
Helena Rubinstein 0
Before opening
22
13
12
Clinique
GENERAL
Total
10
10
20
30
40
50
BEAUTY
CENTRES
PondsPONDS
Institute
in San
Chinarro
Effect in Sales
+40% increase from avg. sales per month since opening. (Nov. not included)
+40% increase from previous month (april)
P.Institute
Sales season
1st Step
Agreed:
- Open PBC 4 & 5 in Madrid
- Open PBC 6 in Zaragoza
Franchise
1.-
39%
23%
2.-
Payback period:
2.61 years
3.98 years
3.-
Cash requirement
3.6 m Euro
1.0 m Euro
4.-
21.4 m Euro
8.7 m Euro
1st Step
Priority level 1
Priority level 2
Priority level 3
S u n R a n g e
T r e a tm e n t
E s s e n t ia l
C a re
A n t i- a g e
C le a n s in g
P e r
(o
n
s e
&
S k in t y p e
ily , d r y ,
o r m a l,
n s it iv e )
C o r e A n ti- a g e
2 5 - 4 5
I n t e n s iv e C a re
M a t u r e S k in
4 5 +
T o p P e rfo r m a n c e
S p e c if ic R a n g e
B o t o x , A n t i-s t r e s s
F o rm a t
D a y C re a m
J a r 5 0 m l
N ig h t C r e a m
J a r 5 0 m l
E y e C o n to u r
1 5 m l m a x
P r e / P o s t T re a tm e n t
S p e c i f ic
N ig h t C r e a m
J a r 5 0 m l
C a p s u le s
A m p o u le s /
B lis t e r s
T e rs -u p
A n t i-S p o t
M a s k
- F ir m in g
- M o s it
- P o re re d .
Priority level 1
Priority level 2
Priority level 3
D a y C re a m
J a r 5 0 m l
S e ru m
E y e C o n to u r
1 5 m l m a x
1 o r 2 s p e c ia lis t
(s e ru m ,
a m p o u le ,
c a p s u le s )
Priority level 1
Priority level 2
Priority level 3
1st Step