Professional Documents
Culture Documents
Rich Rise
1440 1440
60 60
1600 1800
200 200
Did not focus much - no strategy or Increasing brand awareness
1600 1250
50 150
Repositioning of rich & rise by setting Perceptual objective in 2 dimension Price
usability, price efficacy
1
Commercial Team
Equal allocation for Rich & Rise(34 each)
RICH RISE
Mass Merch. 14 3
Specialized 12 14
Dept. Stores 5 14
Beauty Portals 3 3
TOTAL 34 34
Allocation based on shopping habits - not properly aligned
Merchandising
Allocation based on shopping habits - not properly aligned
RICH RISE
Mass Merch. 210 60
Specialized 200 200
Dept. Stores 60 200
Beauty Portals 35 45
More focus on Mass merch. for Rich - Channel distrubution was not aligned with
overall strategy
2
Commercial Team
RICH RISE
Mass Merch. 16 3
Specialized 14 15
Dept. Stores 5 15
Beauty Portals 3 3
TOTAL 38 36
Merchandising
RICH RISE
Mass Merch. 220 60
Specialized M 210 210
Dept. Stores 60 210
Beauty Portals 35 45
More focus on Mass Merch for Rich - Channel distrubution was not aligned with
overall strategy
3
Comm Team
Merchandising
More focus on specialized for Rich - Channel distrubution was aligned with overall
strategy
Comm Team
RICH RICH+ RISE
Mass Merch. 12 10 3
Specialized 17 5 5
Dept. Stores 3 4 10
Beauty Portals 2 1 3
TOTAL 34 20 21
Merchandising
More focus on specialized for Rich, Channel distrubution aligned with overall
strategy
5
RICH RICH+ RISE
Mass Merch. 17 13 4
Specialized 25 5 6
Dept. Stores 6 6 12
Beauty Portals 3 3 3
TOTAL 51 27 25