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OENOBIOL Nutritional supplements in Hong Kong

OENOBIOL Nutritional supplements in Hong Kong. Introduction- Oenobiol. Created in 1981 Launched an innovatory concept: a sun capsule Core competencies: provide beauty & nutritive supplements Implemented in 20 countries: Canada, Spain, Germany…. Project presentation.

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OENOBIOL Nutritional supplements in Hong Kong

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  1. OENOBIOLNutritionalsupplements in Hong Kong

  2. Introduction- Oenobiol • Created in 1981 • Launched an innovatory concept: a sun capsule • Core competencies: provide beauty & nutritive supplements • Implemented in 20 countries: Canada, Spain, Germany…

  3. Project presentation Introducenutritionalsupplements on the Hong Kong market Skin care ExpandOenobiol brand image in one of the most attractive cities in the world • Lightens complexion • Reduces stress and wearyfeatures • Purifies skin pores • Specificpillsfor HK: whitens skin Hair & Nail care Digestive care • Nourisheshair and nails • Revitalizeshairbrightness • Repairsdamagedhair • Strenghthensbrittle, split and streakednails • Balances the intestinal flora • Helps digestion • Avoidsswellingstomach feelings

  4. PESTEL

  5. SUBSTITUTES: • Moderate • Substitute productsintensifycompetitionfurther PORTER • BUYERS: • Moderate • To succeed, players must ensure a high level of customer service, meet pricing and regulatory pressures • SUPPLIERS: • High • The main suppliers to the pharmaceutical industry provide Active Pharmaceutical Ingredients(API) • API’s are needed by pharmaceutical companies in their development of drugs • RIVALRY: • High • Developmentcosts for a drugs are high • Otherdrugscompeting for a marketshare of a givenspecific area • NEW ENTRANTS: • Weak • Costly to players • Require a highlevel of intellectualknowledge and an expensive marketing strategies

  6. STAKEHOLDERS

  7. MARKET & CONSUMER ANALYSIS • The GDP per capita (PPP) $42,700  Higher than in Europe. • Purchasing power isveryhigh • 2003: Hong Kong people are caring more about personal hygiene and healthy lifestyle  products within vitamins and dietary supplements were in high demand in 2005. • Vitamine and dietary supplement, sales rose by over 200% to US$129 million in 2003 compared to 1998 • The more they are stressful, the more they are consuming this type of product • PRODUCT ENRICHED IN CALCIUM??

  8. LEGAL IMPLEMENTATION • 1st Step: Indirect implantation in HK through local distribution. • Through exportation • Relevant to gain expertize & knowledge of the nutritionalsupplementmarket in HK • The distributoris holding all financialrisks in case of failure • 2ndStep: production in China • Productsdesigned for Chinese people • Form a joint-venture withChinesecompany • Beneficial to learn about informalrules in China • Share & creation of knowledge

  9. INTELLECTUAL PROPERTY& Made In france • Hong Kong : Special status • Autonomous region of PRC • Ownlegislations • Very engaged in the protection of Intellectual Property • Intellectual Property Department IPD • Role of registration • HK$1300 for trade Mark • HK$650 for news goods and services • Role of Advisor • Implementationof new brands and patterns • LABEL « Made in France » • To stamp a marking of origin “Made in” , the firm has to follow the criteria fixed by the community customs code • The criterion of added value: Components native of the considered country, represents at least 45 % of their price ex works. • The criterion of the specific opening: All the components must be imported from France.

  10. IMPORTATION : REGULATIONS & TAXES Hong Kong as Special Administrative Region has specific importation rules: • Free trade policy : no barriers on trade • Common standards for international trade • Not charge tariffs on importation of goods • Import license kept to a minimum • Legal documents for importation are mandatory • Import declarations must be done within 14 days • Products must fit public health, safety or internal security needs.

  11. Pharmacies e.g. Mannings & Watsons • Para – pharmaceutical network • Supermarketswithcosmeticdepartmente.g. China ResoucesVanguard Shop, City Super, Great, Jusco … • Pharmacies online : • www.thepharmacyexpress.com ; www.4rx.com • Beauty and health care shops e.g. Sasa DISTRIBUTION CHANNELS

  12. Import all the productsfrom France, (Including all the whiteningproducts) in order to keep the « Made In France » mention > strongadded value in Asia- provide all the compulsory documents (agreement withMaersk) Distribution channel : - pharmacies & parapharmacies (Mannings,Watsons) supermarkets in cosmeticsdepartment (Vanguard)- online pharmacies (www.4rx.com) Marketing strategy : adaptation to thisparticularmarkets, new brand embassadors, new visuals (ie.Yang Gong Ru) Communication strategy: based on tests of hongkonguese panels in order to communicate on the efficiency of the whiteningproducts Pricingstrategy: wealthy population, healthoriented population = higherpricesthan in France STRATEGY & conclusion

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