When Queen Elizabeth-I ruled sixteenth-century in England,

she used white lead paint to keep her complexion youthful.

Although today’s cosmetics made the switch to skin-friendly
ingredients a long time ago, we are still attracted to skin that
appears to glow naturally. The latest help in our quest for
naturally glowing skin: the natural nourishment by Piz Buin.

“Nature gives Beauty, Piz Buin nourishes it naturally”

Team 10:

Sakshi Joshi
Vineet Bagri

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CONTENTS: Pg. No.

1. INTRODUCTION 3

2. SWOT 5

3. BRAND REPOSITIONING 6

4. TRENDS 7

5. TARGET GROUP 9

6. BRAND STRATEGY- BRAND COLLABORATION 11

7. OFFERINGS BY PIZ BUIN 14

8. COMMUNICATION 16

9. SUSTAINABILITY 17

REFERENCES

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 1. INTRODUCTION
Piz Buin has been the word in modern, revolutionary and sophisticated sun care
products. Piz Buin has always been the innovator- The First sun protection product in
the world, First water-resistant sun-care products, First one to introduce a range
specifically designed for the mountains.
Its brand heritage has portrayed the brand as glamorous which consistently captured
the Zeitgeist of the era with its aesthetic products. (www.pizbuin.com)

After years of success, Piz Buin today finds itself in today’s crowded market failing to
reach the users to ensure long-term success. So, in order to turn around its fortunes,
there is a need for repositioning and revitalization of the brand.

By analyzing the rich heritage of Piz Buin, the pillars were identified and a “fit” with the
brand was created. The brand is now revitalized keeping in mind the rich heritage of Piz
Buin and the new look it requires for entering the German market.

The Pillars were related with the name of the brand PIZ:

P- Premium

I – I & Beauty

Z - Zeitgeist (era of health & wellbeing)

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SUPERIOR QUALITY
- It is of superior quality, using
the best of natural and
organic ingredients and
using the state-of-the-art
technology and expertise. It
follows the finest standards
of excellence and adopts
extensive research to offer
the best products.
UNIQUE IN ITS OWN WAY
- Piz Buin is a pioneer in
sunscreen offerings and
the one which provides
high quality product
offering in the most
differentiating manner.
It will provide the most
sustainable product in
an innovative manner.
- GORGEOUSLY GREEN
GLAMOROUS
It’s classy and chic, with
elegantly designed and
textured bottle, giving a
feeling of sophistication and
the signature fragrance and
natural sensuality gives you
the feeling of luxury.
HARMONY WITH NATURE ETHICAL
- Piz Buin will provides - It is ethical in its
sun care offerings operations, marketing
which is taken from and product offerings. It
nature, which in turn takes care of waste
helps to brings the reduction, saving
natural glow in you electricity, minimal
and shows no sign of packaging.
fading.
WELL- BEING
BEING YOURSELF
- It takes care of the
- Beauty is all about overall well-being of the
being your-self and customers. It keeps the
it’s a reflection of skin healthy and glowing
what you are. Piz along with sun-
Buin assures that you protection. It not just
look beautiful by not provides a superficial
faking or applying glow on skin but actually
extra makeup, but by pampers the skin from
being natural inside and maintains its
natural and radiant glow.
REJUVENATING
- Refreshes and
revitalizes the skin, - People usually feel that
protecting it from the when they are using
sun and maintaining natural and organic
healthy and radiant products, they are using
glow on the skin medication products and
- feel its ugly, but in case
of PIZ BUIN, it not only
has natural ingredients
but it is also as luscious
as other skin care
products and offers sun
protection for the skin,
keeping it healthy and
radiant. It provides
healthy sun protection in
a greener way.
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 2. SWOT
STRENGTHS WEAKNESS
Traditional and rich brand heritage NO green orientation, when there is an
with Iconic, contemporary and high demand for natural products
sensuous image
Sun-care is highly competitive and the
Strong R&D , new patented retailers have their own brands.
technology- helioplex (can be used as
a trademark for qualtiy assurance in Consumer associate it with deep tan only
health care)
Weak distribution channels.
Signature fragrance makes brand
recognition and recall easy

Product innovator

OPPURTUNITY THREATS
The demand for organic products are No green orientation when the consumers
increasing at an exponential rate are going organic

A new segment to target called the
LOHAS
who have the purchasing power and
are ready to pay for high quality
natural product
Rise in demand for natural glow and
higher SPF level.
Strong competitors like lavera and weleda
have a strong customer base
Shelf space in retail stores is limited
EU regulations ( strict rules for
ingredients)

Suncare required for sensitive skin

type

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3. BRAND REPOSITIONING

VISION-

To become a sustainable and generic brand in natural sun care offering

MISSION-

We are committed to deliver high quality sun care products that nourish the skin with
healthy ingredients and provide long lasting skin care benefit so that you Experience the
sun as nature intended

POSITIONING-

- To become a sustainable brand in natural sun care offering by focusing on overall

well-being of the customers”

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 4.TRENDS

Well being:

Consumer analysts, marketing experts and the World Health Organization (WHO) all
Agree actively enhancing mental and physical wellness will be one of the most
important issues in the coming years. Those products appeal across demographics,
serving the ideal of well-being both for the consumers and the environment. Until the
1980s wellness meant a healthy state of well-being free from disease. Today, more and
more people want to live an active and healthy life, with the result that the wellness
trend has gone from being a minority fad to a global mass movement. Pleasure and
health are no longer contradictory impulses, but rather are united in a vision of a better
future. In Data monitor’s consumer survey conducted in February 2006, 51% of
consumers agreed with the statement that “natural ingredient based
skincare and personal hygiene products are healthier and better” and 60% agreed
that they “associate natural products with wellness/well-being more than unnatural
equivalents.” The analysis shows that natural personal care is a rapidly growing
market. Over the next five years, it will grow at a rate of 12% a year overall.

“Green” is going mainstream. While this trend has been observable for some time, there
has been a change in consumer motivations behind it in recent years. “Green”
consciousness today is on a different level from the fast moving trends seen in previous
decades: whereas in the past, going “green” often meant making sacrifices, today it is
seen as something that actually
enriches people’s lives.

According to a February 2007 study by the Future Institute, a new kind of consumer
is merging all over the world. This group is referred to by the acronym LOHAS, standing
for Lifestyle of Health and Sustainability, and it already includes, to a greater or lesser
extent, more than one third of consumers in industrialized societies.

Soon the country goes organic

On 5th to 17thOctober the organic capital of Germany

i.e. Berlin will experience a campaign called “Berlin
goes bio”.

Goes organic' is an Alliance of 130 Organic and

natural food and eight major Organic or natural
cosmetic brands. These are Allos, Davert, Life,
Logona, neobio, Söbbeke, Tartex and
Voelkel.(www.berlin-goes-bio.de)

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 5. TARGET GROUP

LOHAS:

There are 8 million LOHAS and consume goods worth 200 billion euros a year.
(Schulz, 2008)

In 2008, the German market for certified natural cosmetics grew by 10 % to 672 million
EUR, with a market share of 5.3 % in total cosmetic sales. According to IRI Information
Research of Nürnberg, Natural cosmetics achieved 7.6 % sales growth in the Germany,
2009. Organic Monitor forecasts indicated that European sales figures rose by 13 % in
2009, with France and Germany showing the fastest growth. (Organic and Wellness
News, 2010)

In Germany, the turnover of Natural Cosmetics increased to 672 million Euros in

2008,showing a rise of 60 million Euros. In 2009, the natural cosmetics market is
continuing to grow in Germany: “The rise in customer numbers is constant, with a fifth
of all Germans now buying natural cosmetics.” (BIO forum, 2009).

“Targeting the Lohas means targeting the world at large”

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Meridian spa members:

The company has around 30000 members which can be targeted by

forming a collaboration with the spa and its associate partners

Partners:

http://www.meridianspa.de/

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 6.BRAND STRATEGY

Brand collaboration

Meridian Spa

Founded in 1984 in Hamburg company

stands for the well being of body, mind and soul
6 plants- Hamburg (4x), Berlin (1x) and Kiel (1x),
approximately 30,000 members
three core: fitness, wellness and body care
leader in the premium segment of the fitness and wellness
Source- http://www.meridianspa.de/

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BRAND COLLABORATION:

Piz buin vs Meridian spa

Logo:

vs

Both have an orange color in their logo

Positioning:

Meridian Spa- discover your hidden energy and well-being for body, mind and
soul to obtain a holistic

Piz Buin- sustainable brand in natural sun care offering focusing on overall well-
being of the customers

Meridian Spa and Piz Buin-

• Cultural Fit

• Same Category of Health and Beauty

• Focuses on Well being

• Match of colors, values and positioning (Premium)

• Similar Target group (Healthy lifestyle, Urban, Quality conscious)

Meridian Spa and Piz Buin together introducing-

Piz buin collaborates with Meridian Spa, where Piz buin can introduce a small world
for the customer which looks after their well being naturally. Here Piz Buin can offer
the services of skin profiling and advise customers about their skin types and the
suitable sunscreen according to skin type and tone. It can offer its products as
samples for promotion as well as for sale.

Here, it can take advantage of the present customer base of Meridian Spa, who are
the ones looking for a healthy and balanced lifestyle and want to look young and
healthy and are also ready to pay premium price for such services.

For Meridian Spa, it is an advantage as it can offer a whole range of new services for
its customers, using the expertise of Piz Buin (The innovator of the world’s First
sunscreen).

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 Meridian Spa would be able to leverage its own brand by offering “wellbeing clinic”
in collaboration with Piz Buin. Moreover, Meridian Spa would be able to reach new
customers- “the LOHAS”, through natural sun-care products of Piz Buin.

Further more in the long run Piz buin can target their various partners who are in

Meridian Spa until at least 2010 official partner of the

Fitness & Wellness Vattenfall Cyclassics. Vattenfall
sponsors the “Cyclassics” every year. As Europe's largest
cycling event to have the Vattenfall Cyclassics
established as firmly fixed in Hamburg and inspire each
year, over 20,000 cyclist and everyone in parallel up to
184 professionals, including the world's elite.

Myline is the simplest approach to diet and stay slim to

be. Myline is suitable for anyone wishing to lose weight
without starving - because Myline connects in an eight-
week nutrition group Healthy eating, proper exercise
training and positive thinking.

An Health insurance provider. It rewards the healthy

behavior, and the health program of members in
Meridian Spa.

Source- http://www.meridianspa.de/de.php/unternehmen/stiftung_warentest.html

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 7. OFFERINGS BY PIZ BUIN

ALL YOU DESIRE WORLD:

People have unique combination of skin types, sensitivities, lifestyle and product
preferences, affecting their type of sunscreen

The Piz Buin wellness clinic at meridian spa, would be an “Innovation zone’ where
customers can desire their own personalized sunscreen by selecting from their favorite
color and fragrance

Picture showing : PIZ BUIN WELLBEING CENTER

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OTHER OFFERINGS:

• Analyzing the skin type, requirements and the suitable SPF level for different
kind of sunscreens would be provided.

www.savvyskin.com

OTHER DISTRIBUTION
CHANNELS

• Bio stores
• Meridian Spa (Collaboration
Partner)

BIO STORES

• Bio Company Shop Friedrichshain GmbH & Co. KG

• Bioinsel Naturkost

• Bio Berlin

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 8. COMMUNICATION

ONLINE MEDIA

The LOHAS E-Weekly Newsletter

The LOHAS Forum

The new (online)LOHAS Business Directory

Health Care Blog

PRINT MEDIA

Fashion, health and Lifestyle magazines

Organic Spa
Whole living
The LOHAS Journal

FAIRS AND EVENTS

Berlin Bio Campaign

Lohas Venture fair
The Skin check up tour

SALES PROMOTION

-Free care packages to the members of the spa thereby reaching to 30000
prospect customers and creating a Piz Buin communit
Give away Piz Buin organic T-shirts

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9. SUSTAINABILITY

Minimal and recyclable packaging

Not use ingredients that accumulate in the body or the environment
Source natural ingredients locally
Conscious use of energy

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REFERENCE LIST

www.pizbuin.com
BIO forum (2009), “Natural cosmetics conference: information and networking
in pleasant atmosphere”, Organic-Market.info, Available from:
http://www.bioforum.be/v2/e_news/2009/34.html (Accessed on: 20/May/10)
Marketing Insider (2010), “Ideas that make business sense from the inside out,”
Available from:
http://www.marketinginsider.com/index.php?option=com_content&view=articl
e&id=41:who-are-lohas-consumers&catid=4:lohas&Itemid=48 (Accessed on:
22/May/10)
Natural Cosmetics (N.A.),“What is the BDIH”, Available from:

http://www.kontrollierte-naturkosmetik.de/e/bdih.htm (Accessed on
27/May/10)

Organic and Wellness News (2010), “Organic cosmetic demand grows”, Available
from: http://www.organicwellnessnews.com/2010/02/organic-cosmetic/
(Accessed on: 27/May/09)
Organic monitor (2006) “THE EUROPEAN MARKET FOR NATURAL
COSMETICS” Available from: http://www.organicmonitor.com/100160.htm
(Accessed on: 28/May/10)
Schulz W (2008), “LOHAS are Trying to Balance Economy and Ecology”,
Available from: http://www.magazine-
deutschland.de/en/environment/environment-and-climate/article/article/lohas-
suchen-die-balance-von-oekonomie-und-oekologie.html (Accessed on:
22/May/10)
The 2008 LOHAS Consumer Trends Database (2008), Available from:
http://www.slideshare.net/hecrod/sustainability-and-the-consumer-lohas
(Accessed on: 21/May/10)

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