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by Shana Lardinois1 view·Updated Feb 23, 2021
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  1. Hi. So today I'm going to discuss the new business
  2. called me.
  3. First, I'll give some insights in the market, followed by
  4. an existing strength of the brand and then opportunity, which
  5. is you have to explore.
  6. And this is all substantiated by concepts and terminology from
  7. lectures. So moving on to the market analysis, um, to
  8. fully comprehend the urgency of the opportunity I'm going to
  9. propose, we first have to look at the market off
  10. the brand eso Duncan, which is one of the founders
  11. off Unbox me, suggested that I read this, uh, they
  12. want their brand to be seen as a luxury product
  13. for more appealing price.
  14. Therefore, the persona, um, ceases really as a gift to
  15. herself. Eso price shouldn't be an important factor when purchasing
  16. your product.
  17. So the breath positioning eyes visualized in a perceptual map.
  18. So I'll explain just the competitors shortly.
  19. Eso I focused on pressing on the pricing of the
  20. competitors at the diversity of the products they sell.
  21. So how many friends do they work with?
  22. How many products do they sell?
  23. Et cetera?
  24. First of all, that I was brand is far from
  25. Otto. However, they still sees a focus on only selling
  26. boxes with simply perfumes in it.
  27. The diversity of the beauty products is pretty low.
  28. The second, though, is in the pricing is look fantastic.
  29. They have a higher diversity beauty brands.
  30. They work with an offer.
  31. Diverse beauty products moving on to goodie box, which is
  32. just a little bit more expensive, that look fantastic.
  33. They also work with several but cheaper beauty brands, an
  34. approximate worked with then no Make the Life, which is
  35. a little bit more expensive but still on the lower
  36. pricing side.
  37. Since they mainly focus on Korean beauty products.
  38. That diversity is a little bit lower, moving on to
  39. being in cuts, which only focuses on vegan beauty brands,
  40. which results in a lower diversity and rent, then Fat
  41. Fit fund, which is €41 and offer not only beauty
  42. related products.
  43. So after I did some research on the reviews of
  44. the customers, it became clear that they do offer some
  45. variety of beauty pretty related products.
  46. But their focus is not simply in cosmetics.
  47. Therefore, the prices prices on the higher side and the
  48. diversity in the beauty really yet beauty related products is
  49. somewhat in the middle, moving onto which is close to
  50. the beauty brands from a box.
  51. Me, however, they are a little bit higher in pricing.
  52. Then little Wonder lands where the boxes can reach around
  53. like 100 €125 which is a lot.
  54. However, they just focused on Korean beauty brands, so the
  55. results are a lower and diversity.
  56. Um Unbox Me comes on a higher, comes out on
  57. a high variety, says they work with a lot of
  58. friends. So looking at this perceptual map, it's clear that
  59. there are a lot of competitors in the market which
  60. can cause for a lot of threats for unbox me
  61. moving on to the strength of the business.
  62. Eso don't get emphasize that another important aspect for them
  63. is to build on lesson customer relationship and with the
  64. persona, which is Charlie.
  65. Looking at the pyramid brand by color, Unbox Me aims
  66. to reach a high level off psychological bonding with her
  67. customers to increase his brand loyalty.
  68. Don't they sometimes add in some new upcoming some products
  69. of new upcoming brands so that customers might like it
  70. and might therefore return which results in bed loyalty off
  71. course. Their goal is to receive more to increase their
  72. brand equity.
  73. So therefore there has have to be another aspecto look
  74. a TTE, which is the opportunity.
  75. So the opportunity for this brand I want to focus
  76. on brand differentiation.
  77. I would like to prove that this is in this
  78. this this is the market gap and this is the
  79. opportunity for Unbox me looking at the brand looking at
  80. the market.
  81. Duncan say that that there, uh, once they launched their
  82. product, probably a lot off competitors will follow.
  83. And looking at the perceptual map that I just showed,
  84. ah, lot off existing competitors are already in the market.
  85. Therefore, it's important Thio different ski for rent like unbox
  86. me to differentiate themselves from their competitors by being better
  87. like being better than their competitors at what they sell
  88. eso. Once they do, eso approximate should look into satisfying
  89. the needs of the customers better than their competitors.
  90. Once they do this, the Unboxing brand I will become
  91. more recognizable, which will result in ah higher brands aliens
  92. on different, better and since if brand is better than
  93. its competitors, it will reach a higher level of recognition
  94. than the brand equity will increase is well, so moving
  95. on to the so an opportunity off approximately lies within
  96. the brand differentiation to do a crowd of market referring
  97. back to the perceptual map.
  98. Once the band is differentiated from its competitors, brand recognition
  99. on brands aliens will follow.
  100. This will indicate there for a higher level of brand
  101. equity. So thank you so much for listening.
  102. Bye.