Post on 14-Jun-2015
Business InsiderAGSC 229
Mr. Boutrous Madani
Group 3Tarek Amro
Hani MdeihliZeinab Zein
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Outline• Introduction• History• Mission and Vision• Products• Positioning• Market• Competition• Beesline the Shop• SWOT Analysis• Future of Beesline• Conclusion 2
Beesline
• A 20 year old cosmeceutical company established in 1993• A subsidiary of Natural SARL with testing labs in France in
which expert dermatologists create formulas based on natural ingredients
• Local factory is located in Bchamoun Industrial Park
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History• The idea of Beesline started in 1993 when an AUB chemistry
graduate and his sister, a PhD in Pharmaceutical studies, began mixing creams in a small family apartment.
• In 1994, the famous beeswax Lip Care was born and found instant success.
• By 1998, Beesline went from its first few products to a whole new lines of care.
• In 2000, a state-of-the art R&D department was established.
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Mission and Vision• Beesline’s Mission: “To propose the highest quality care, to solve the most difficult
skin problems, by offering different product lines for every type of skin or needed results.” (Beesline.com)
• Beesline’s Vision: “To become an international brand and to compete with other
brands in the industry” (Sabahji)
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Products• Natural products from
head to toe• Free of paraben,
silicon and paraffin • Based on plant
extracts and apitherapy, tested by dermatologists in French laboratories • Suit all kinds of people 6
Types of Products• Today Beesline have over 95
different product under 13 categories:
- General Care- Whitening- Express Masks- Body Care- Sun Care- Oily Skin- Hygienic- Feminine Hygiene- Senso Therapy- Hair- Hot Spot- Baby Care
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Positioning• In a niche market, Beesline offers products that other
companies can’t offer• 100% natural and edible ingredients with no preservatives and
no animal testing• Nowadays, more and more people are demanding for natural
products• Products for the 5 senses
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Market• Beesline targets the middle and upper class customers since
its products aren’t cheap however they are relatively cheaper than some of the competitions’ products.
• Beesline exports to Oman, KSA, UAE, and Bahrain that net about 60% of its profits.
• Distributes its products to pharmacies, beauty salons, spas and other boutiques.
• Sells its products in their own new retail shop in Ras Beirut 9
Competition• Beesline has many seasoned competitors who have been in
the market for over 50 years:
• L’Oreal
• Lancaster
• Yves Rocher
• Nivea
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Beesline the Shop
• Beesline opened its own boutique and spa space in Ras Beirut in which customers are welcome to test and buy Beesline’s natural products.
• This venture increases Beesline’s visibility and thus customer base to increase sales.
• Beesline builds customer relationships with its clients which increases their customer lifetime value.
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Ads and Sponsoring
• Street Billboards• Radio• Advertising in the most
popular magazines, by putting free samples
• Sponsoring Events (AUB’s annual Honey Day)
• Advanced and easy to access website, with a section for comments and feedbacks from customers 12
SWOT AnalysisStrengths
• 100% natural and 0% preservative or additives
• 3 year shelf life
• Various product lines
• Beneficial effects of the natural ingredients
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SWOT AnalysisWeaknesses
• Low profile and weak marketing
• Not well known due to poor customer relationship
• Still a weak brand
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SWOT AnalysisOpportunities
• High demand for cosmetics products in Lebanon
• New innovation and products - give the opportunity to promote new lines of products
• Brand - will have a short-term positive impact in which companies will want to compete together
• International markets to increase sales and exports 15
SWOT AnalysisThreats
• Bad economy
• Giant competitors (luxurious brand) available long time ago with good reputation.
• Small market with many competitors
• Appearance mentality that promotes the way we look in the society gives luxurious brands an opportunity to gain more market share
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Future of Beesline• Beesline continues to expand and develop its R&D and
Marketing departments.
• Beesline will attempt to enter international market further down the line to countries other than Gulf countries.
• They believe, they have the potential of becoming an international brand
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Conclusion• Beesline have a wide range of products for all ages
• Beesline mainly see the gulf region as a potential market
• Beesline believes that it can one day become an international brand
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References• - Contact: Antoine Sabahji - Marketing Manager at Beesline. Phone Number: 03-601920 & 05-807870(1)• - www.beesline.com
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Thank you for listening!
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