SWOT Analysis: Yves Rocher: Nature Cosmetic Brand

1343 Words 6 Pages
Introduction
This assessment discusses the Yves Rocher nature cosmetic brand. Its situation analysis, competitor analysis, brand inventory, SWOT analysis and key challenges, my strategic and tactical recommendations and one page brand plan.
Essay is based on information from Mintel, books, journals and websites research. And I have done primary research in Yves Rocher stores.

Profile of the company
Yves Rocher is a global cosmetic company founded in 1985 in La Gacilly, France. Yves Rocher is a part of Group Rocher, French family company, which was set up in 1959 with simply idea of natural care and beauty for affordable price with high value.
In Czech Republic is Yves Rocher in every bigger city, which has a shopping centre. I have visited a lot of them, also one in Paris and one in London and I had always the same experience. Yves Rocher has the same standards in every store - professionally employees, products are
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Rocher Negatives for Y. Rocher Competitor´s strategy and tactics
Vichy More expensive Large selection of goods, active on social media, famous, long heritage, more healing products Strategy: Try to be very luxury and medical in customer´s mind
Tactics: TV and online advertisement
Nivea Small range of goods, sell of other brand goods Interesting blog, lot of followers on social networks Strategy: Try to be brand of family and healing skin care products in customer´s mind
Tactics: TV and online advertisement, sponsorship, sales promotion
Alqvimia More expensive Many followers on social sites Strategy: Strategy: Try to be very luxury and medical in customer´s mind
Tactics: sales promotion, online advertisement
Bioderma More expensive, not many followers on social media sites, small range of goods Interesting and healing goods Strategy: Try to be brand of affordable and healing skin care products
Tactics: online and TV

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