Marketing Strategy and Expansion for Neal's Yard Remedies

Marketing Strategy and Expansion Plan Report.

Anna Robbins N0422553 FMB10001 June 2014 Word Count: 2990

Contents 1.

Introduction 1.1 Rationale 1.2 Methodology 1.3 Ethics 2.

Where is the brand now?

2.1 Brand History 2.2 Brand Mission 2.3 Brand Platform -Levi Brand Model -Brand Values

2.4 Brand Health 2.5 Brand Positioning

3.

Where can the brand go?

3.1 SWOT Analysis 3.2 PESTEL Analysis 3.3 Customer Profile -Pen Portrait -US Consumer Profile

3.4 Competitor Analysis 3.5 The US Market

4.

Recommendations for the US Market 4.1 Product 4.2 Place 4.3 Price 4.4 Promotion 5.

Conclusion 5.1 Entry Strategy to US 5.2 Conclusion of optimization of the UK 6.

References 6.1 Appendix 6.2 Bibliography 6.3 Image References

1. Introduction 1.1 Rationale The purpose of this report is to find an effective entry strategy for the UK based brand Neal's Yard Remedies to launch into the US market, while seeking optimization in the UK. This report has been compiled through the use of primary and secondary research to help establish a clear target customer and identify the best entry strategy for Neal’s. First I will begin by looking into the current brand position, exploring what makes it the brand it is today, before moving on to investigate where the brand wants to be. Using market research I will identify if there is a gap for Neal’s in the US market, and how to make the most of it.

Concluding from these findings, I will make recommendations on the entry strategy and use of the 4 marketing P’s that I feel will be best in maneuvering into the new market at this time, and finally advise on how to penetrate the UK market further.

1.2 Methodology In order to produce a logical and relevant strategy for launching Neal's Yard Remedies in the US, we needed to gain a thorough understanding of its current position in the UK and opportunity within the US market, in terms of both consumer and financial attraction, through both primary and secondary research.

Primary The use of Primary research cannot be underestimated in the launch of a brand within the US. Having a greater knowledge of the customer attitudes in the new market as well as understand brand perceptions in the existing market will allow us to create a more tailored launch plan. We have conducted a questionnaire gathering samples from contacts in different demographical areas and people we feel fit Neal’s target audience, we also conducted 5 interviews to try and gain more in-depth qualitative data from Neal's target customer. We also used information from our market insight from Coburn Communications talk in New York when making key strategic decisions.

Secondary We conducted Secondary research from reports such as Mintel and Datamonitor, allowing us to gain a wider knowledge of the market and statistical evidence from broader sources, as gathering information about US consumers and markets was a limitation for us. We also looked at case studies of UK based businesses such as Lush who have already successfully moved into the US market, this is vital research as we can learn from their failures as well as successes.

3

1.3 Ethics

I confirm that this work has gained ethical approval and that we have faithfully observed the terms of approval in the conduct of this project.

Signed …………………………………..

Date……………………………………

2.

Where is the brand now?

2.1 Brand History Neal's Yard Remedies was founded in 1981 by Romy Fraser, whose vision was to supply alternative medicines in a way that was both informative and safe. From the first shop located in Neal's Yard in the heart of London's Covent Garden, Neal's Yard Remedies has grown into into one of the UK’s most popular and trusted homeopathic retailer, with 40 outlets and 64 therapy rooms across the UK. The first shop was Staffed by fully qualified herbalists, it was the first of its kind offering natural remedies to help customers make the right purchases and take responsibility for their own health and well-being, going on to produce completely organic skincare products.

They have since became the first skincare company to be certified by soil associated in 2001 and also rewarded the carbon neutral mark in 2008. Today they offer the UK’s biggest range of organic health and beauty care, and we feel they may be able to gain the same success in the USA.

2.2 Brand Mission “The purpose of Neal's Yard Remedies is to actively enable awareness and responsibility for health and well-being. Our goal is to create an international network of outlets to provide both education and high quality products and services. We are committed to the personal and professional development of our staff through the provision of training and education. As a company, we aim to grow, manufacture and supply in an honest and caring manner. We will actively promote fair trading, organic farming, sustainable growth and social responsibility.”

– Neal’s Yard Remedies

5

2.3 Brand Platform Fig. 1 Levi brand model Attributes • • • • •

Promises • 100% Natural Ingredients Sustainable • Educating customers on health and well being • Offer alternative Apothecary remedies • Remain true to brand original mission

High Quality Strong British identity Charitable Educating Focused

Personality • • • • • •

Honest Premium Ecological Authentic Caring Giving

Functional Values

N

Natural Beauty

Source of Authority • Qualified Herbalists • UK's largest range of certified organic health and beauty products • Well established London brand • Award-winning products

Brand values

Y

100% natural high quality products Apothecary remedies Award Winning skincare Products tailored to skin needs Unique in the market Trusted and well established

R

Emotional Values

Products not tested on animals Fair-trade Ingredients Supports local charities Produced in the UK Organic products Alternative Apothecary remedies

6

2.4 Brand Health UK Consumer aged 16-34

10 Aware of Neals Unaware of Neals

46

UK Consumer aged 34-54 5 Unaware of Neals Aware of Neals

15

This data is from the Primary research we undertook, we found that of the 16-34 age group of UK customers only 18% were aware of the brand, and of those only 3% actually purchased their products. With the main reason being it was too expensive.

Of the 34-54 age group, which are Neal’s actual target group, only 25% of my sample had heard of the Neal’s Yard Remedies brand. The majority of the customers who where aware of the brand lived in southern UK, highlighting that it is a more present in those areas of the country.

Overall from this data I feel that the brand health for Neal’s Yard Remedies is weak, many people have not heard of the brand and those who have, don’t buy from them as they feel the brand is expensive. A key trend in our results was the southern respondents were more aware of the brand, highlighting the brand presence is mainly around London itself, highlighting they have not fully saturated the UK market.

Another finding from our interviews was that people weren’t aware of Neal’s company ethics, charity contributions or Apothecary, something that is Neal’s USP and also brand essence, highlighting that the brand is not communicating itself strongly to the consumer. This may be why customers view it as expensive, as they do not fully understand what they are paying for. On the other hand however, I believe that Neal’s is a niche brand, designed for a very certain audience, and our sample may not have been targeted well enough at them, limiting the results.

7

Brand positioning (US & UK) High Price

Synthetic

Organic

Low Price Fig 2. Brand positioning map

This is the brand positioning map for Neal’s Yard remedies in both the US and UK market.

We feel the company has a strong unique position within the UK market, and this could translate into the US as they have the same key competitors. Neal’s offer the most organic products on the market, with 100% of their ingredients being natural and organic, this gives the brand a USP compared to close competitors and other high-end brands such as Kiehl’s or L’Occitane. Despite being positioned in the high price end of the market, Neal’s are still competitive as they have gained premium brand status, allowing them to compete with lower priced brands such as Body Shop and Lush due to their quality products and brand experience. This strong identity is something we seek to translate into the US market when launching.

8

3.

Where can the brand go?

3.1 SWOT Fig 3. SWOT analysis

Strengths -First UK born apothecary brand to be operating in the US market.

-Using their British heritage as brand identity something that is highly desirable to American customers.

-American consumers are more likely to support green & eco-friendly brands -Organic skincare market on the rise in the US, with particular interest in natural products.

-Using spa’s make the products an experience for customers, helping to build a stronger relationship.

Weaknesses -High import tax -Increase in demand may be a struggle for small Dorset factory -Weak status in the US market -Lots of competitors -The branding of NYR doesn’t reflect the organic/natural brand essence -Expensive to launch

.

Opportunities -Certified by USDA (US department of Agriculture) would allow Neal’s Yard Remedies to expand its certified portfolio and also be recognized for its good company ethics on a global scale.

-US market are the biggest spenders in personal care. There is also a growing demand for organic goods in this market, making it the perfect time to establish the brand.

-44% of the US population are Baby Boomers, with 93% saying they want to ‘improve their wellbeing’ -Create a larger SPF range to fit in the US consumer wants.

Threats -Americans prefer to purchase from brands they trust, NYR have to win over customers -Finding reliable distributors and reaching the target market effectively.

-American consumers mainly use prescription drugs for treatment and may not trust apothecary remedies.

-Tailoring the brand and products to fit US consumer needs -As the market grows, cheaper competitors will emerge, NYR need to ensure they build a loyal customer base.

-Understanding the vast cultural differences between regional states in the US.

10

Fig 4. PESTEL analysis

3.2 PESTEL

Political

When moving into the US market Neal’s have to ensure they abide by US business regulations. This includes Corporate income tax which is based on the company income, but can up to 40%. VAT is also very difficult to understand in the US as it can vary between states, for example California’s VAT rate is 10.7% compared to New York’s which is only 4%.

This will make pricing difficult for Neal’s as they will have to decide whether to change their price per state or to make a higher profit/loss in different locations.

Economic

The US employment rate is currently at 6.3% its lowest since 2008, with growth in many industries. This highlights that the economy is strong, many people are in employment and so are less worried about spending.

Consumer spending, which accounts for more than two-thirds of US economic activity, also increased by 3.1% in the first quarter of 2014 highlighting the current strength of the market.

Social

71% of American adults use Facebook, and 1 in 5 are on some sort of social network highlighting this is a great way to reach out to customers and get brand awareness up.

American customers are more heavily influenced by peers and word of mouth when it comes to purchasing decisions, Neal’s need to ensure their consumer experience and customer service is extremely high to gain a good reputation and portray the brand image correctly.

American consumers also place a high importance on company ethics and social responsibility, Neal’s can demonstrate and publicize their sustainability and charitable nature to appeal to new customers.

Technological

A new macro trend of ‘DIY health’ in the US has lead to consumers looking online for advice and products to help treat illness or problems.

Neal’s could utilize this by creating an app, which customers can enter their symptoms/aliments and receive tailored advise on products most beneficial to them.

Last year, $7.2 billion was spent through e-commerce in the US, highlighting that a strong, easy to use website is essential to NYR sales in the US.

Legal

The US has strong consumer protection laws that allow customers to sue companies over any misleading marketing that cannot perform. Neal’s should be wary of this when offering natural remedies for illnesses and ensure they never market products as medication.

Environmental

A key environmental factor is the change in climate from UK to US, this means consumer demands from products changes and Neal’s need to accommodate these needs.

Overall Neal’s operate a good ethical company, who are considerate for the environment and communities.

11

3.3 Customer Profile Target Customer Pen Portrait

This is a pen portrait of Neal’s target customer. Both male and female within the middle or upper class. They are between 30-45, well educated, with busy jobs and small families. A fast paced city lifestyle has lead to them becoming more aware of keeping their body healthy and mind well maintained, they do this by avoiding harsh chemicals or additives in their products.

Our customers can be found at flee markets and farm shops to ensure their foods are organic, and want the same from their personal care products. Ethics are of high importance to our consumer, and they like to support companies who are doing their bit, and don't mind paying a little more for that piece of mind.

Fig 5. Pen Portrait

US Customer Profile.

Name: Angela Age: 39 Occupation: Journalist Lifestyle: Angela lives in Brooklyn with her husband Michael and two children, Joshua and Noah. Working in Manhattan as a Journalist for the Huffington Post, Angela has a busy lifestyle balancing work and home. She likes to ensure she keeps herself well maintained and is careful about what chemicals her family come into contact with. Working within her industry, Angela basis a lot of her purchases on recommendations and company profiles, boycotting brands who don’t give back to the community.

Likes: Spending time with her family, treating herself, holidays away from the busy city, meeting her girlfriends for lunch and shopping.

Dislikes: Crowded unclean shopping environments, garish ‘highstreet’ fashion, unethical manufacture.

12

3.4 Competitor Analysis

Fig 6. Competitor Analysis

Product Range

Price

Marketing/ Company Ethics

In Store Experience

Loccataine

Personal care and fragrances products for both men and women inspired by Mediterranean lifestyles. Products all made using botanical ingredients, of which a quarter are organic using the principles of physiotherapy and aromatherapy.

£10-£80 for individual products.

Aim to preserve and pass on the knowledge of the power of nature.

Each individual bottle is traceable back to its origin, land and producer.

The Loccataine foundation annually donates £1 million to supports the visually impaired, and women in Burkina Faso.

Loccataine stores are built upon the sensory experience, with each store filled with the scents of their famous oils.

Customers can find samples of each product within the store to smell and test.

Neal's Yard Remedies

Apothecary brand which offers organic natural health and beauty products for both men and women. All products are fair trade and organic certified.

£6.50 - £50 for individual products.

Only use fair trade, 100% organic ingredients. They educate their customers in being healthy and sustainable. They particularly support environmental charities, such as their ‘save the bees’ campaign.

Each store is staffed by fully qualified herbalists who can advise customers on the right health and beauty products tailored to their needs. Therapy rooms throughout the UK also offer treatments to customers.

Kiehl’s

Began in New York, it offers natural personal care products. Products are carefully selected for their beneficial properties.

Products contain natural ingredients and minimal preservatives.

£15 - £50 per product.

Concentrate on Fair Trade partnerships which support local and global communities and charitable organizations.

Support three key areas: AIDS research, environmental conservation and outreach programs to benefit children.

Each store has a highly trained Kiehl’s sales representatives who are skincare experts offering personalized consultations for each customer.

Customers are welcome to try formulations before purchase.

Brand

After doing a competitor analysis of these three brands, I have concluded that the brand has very close competitors in both the UK and US market. This means the brand will have to emphasize its USP of being 100% organic and Apothecary.

13

3.5 The US market Key Findings: •

• •

• •

•

•

US economy is a lot stronger than the UK, with a lot more credit, this makes US consumers more comfortable with spending money.

69% of American consumers said they would be more willing to buy from a ethical and responsible brand.

44% of the US population are baby boomers, and nearly every Boomer is doing their best to create a better quality of life as they age, highlighting a demand for Neal’s products.

Only 31% of US women stick to the same facial brand in a twelve-month period US consumers are one of the biggest spenders in personal grooming with a $2.7 billion industry.

Out of the six main categories of the global cosmetic industry, skincare is by far the largest with 33.8%t of the global market.

With the US facial skin care market specifically accounting for 86%.

Americans look for products to benefit the long-term health of their skin, prevention rather than treatments.

Fig 8. US Beauty Industry, Mobiversal Blog, 2013

14

4.

Recommendations for the US Market

4.1 Product When deciding which products to launch with into the USA I used both primary and secondary research to make strategic decisions. Using primary research, I looked into what US consumers want from their skincare products, and compared it to best selling products from existing competitors operating in the US market. This gave me an idea of what products are best suited for the market. Overall I found that the best received products tended to be hydration or corrective/firming products, tailored by age range for the customer’s specific needs and many customers look for long term results, compared to UK customers who choose products based on their individual skin types. US consumers like lighter products they can put on in the morning, creams that smell fresh and help to protect the skin with SPF. Below are the 6 key products which will be pushed during the launch. 1, Neal’s award winning beauty sleep concentrate, we selected this as it is a strong serum which has gained popularity due to its results. 2, Frankincense anti-aging cream, another award winner for Neal’s and appeal to US consumers as they seek prevention products. 3, SPF day cream, moisturizing and fresh smelling. 4, Shampoo and Conditioner which will be sold to Hotels for samples to promote the fresh smells of the products. 5, Wild Rose Beauty balm, highly moisturizing and smells organic and fresh. 6, White tea eye balm, helps to tone skin around the eyes, another successful prevention product.

1.

3.

2.

4.

6.

5.

16

4.2 Place

We decided for our launch we would continue the successful UK expansion plan of using concession stalls in popular department stores. We felt Bloomingdales was a well trusted and established US store which is the kind of place our target customer would shop. Our secondary research found that beauty trends start in coast cities such as LA and New York, and move in. This fits well with our brand as LA has a green and holistic way of life, while New York has large European influences and health trends help sculpture lifestyles. I decided to first launch in Bloomingdales in large costal cities such as New York, Boston, LA, San-Francisco and their surrounding areas where we could launch pop up stores, offering complimentary hand or foot massages and allowing customers to smell products without feeling pressured to buy.

However, the concentration of promotion for the launch will be in New York, as I feel it fits the brand essence and has a lot of influence on the rest of the country. In this location we would find a chain of boutique hotels or spa retreats who we would create a partnership with, selling samples for customers to use for free in the bedrooms during their stay. This will help raise awareness of the brand name and allow potential new customers to try products for themselves, using high end boutique hotels and spas will also help us reach our desired target audience.

Following the success it has already had in the US we will also be continuing to find NYR home selling representative and encouraging customers to hold NYR parties at home with friends. We also feel upgrading the US website to allow customers to buy would be a strong tactical move, as it can be used as a tool to monitor where interest in the brand has picked up, for example a spike in sales from Houston, Texas shows a demand for a store there.

17

4.3 Price How much do you spend on a single skincare product?

Would you be willing to pay extra for organic products?

80

25

70 20

60 50

Cost per single product

40 30 20

15

Would pay more

10

Wouldn’t pay more

5

10 0

0 UK 16-34 UK 35-54 USA 35-65

UK 16-34 UK 35-64 US 35-64

Fig. 9 Average primary results from questionnaire

Fig. 10 Primary results from questionnaire.

Neal’s price range varies between £6.50 for a small tube of hand cream all the way up to £55 for facial moisturizers, although this a higher price point than others in the market, we feel people often relate quality to price and so maintaining this high price for the products will help to build its reputation as premium brand in the USA. Research suggests that US consumers are more positive about the economic future and have a stronger economy than the UK. Meaning if price sensitive UK customers are willing to pay these prices for Neal’s products, then Americans are likely too. Our primary research also supported this, we found of our small American sample 75% would be willing to pay extra for organic products, after stating they would be willing to spend up to $100 for a skincare products. Using the current exchange rate this is around £62, compared to UK target customers who said they would only be willing to pay up to around £50 for a single product, however 66% would be willing to spend more if it was organic. Highlighting that our target market place organic products at great importance and willing to pay high rates for Neal’s products, even more so in US markets, therefore we will keep the prices the same throughout our expansion.

An interesting observation in our research was the UK 16-34 demographic, whom Neal’s don’t directly target, scored highest with 78% willing to pay extra for organic goods. This suggests this could be a large area in the UK market Neal’s could be ignoring.

18

4.4 Promotion

Our research highlighted that US consumers trust organic promotion more than paid. This means reviews by bloggers and journalists is a more effective promotion tool than paying for advertisements in magazines. Building on this, we would hold a press spa day, inviting local and regional magazine editors, journalists and bloggers to come and enjoy workshops with qualified herbalists and try our products along with treatments. We hope the response to this would be coverage in print, blogs and social media platforms which will help raise awareness of the brand.

We would also continue with their current YouTube channel, creating videos of the Dorset factory and products being made from scratch, highlighting the pure natural ingredients and simple goodness of them. Using this platform would reach both UK and US markets at the same time and would be cheap yet effective.

After our Interviews highlighted a minimum knowledge of Neal’s charitable contributions, we will do a similar promotion to existing US competitor Kiehls who promote donations to both UK and US charities every year. Neal’s could do similar to this, building on their ‘Save the Bees’ range which sales support the UK bee conservation charity. By finding a key US charity to support, Neal’s could bring out a range specifically aimed at US consumers and promote their affiliation with the charity. This would create a good profile among US customers, and also raise awareness of the good company ethics they have.

19

Conclusion “The consumer interest in free-from products and ethical practices can also be harnessed to address brand loyalty.” -Charlo'e Libby, Senior Beauty Analyst

5.1 Market Entry Strategy to US Overall, I feel the most appropriate form of entry would be direct investment. Despite being the most risky and costly it is the only way to ensure full brand communication. This is essential when entering such a crowded market and getting Neal’s Yard Remedies strong brand essence across will help differentiate the brand. By opening concession stalls in popular department stores such as Bloomingdales, it allows the brand to penetrate the market in a trusted environment for its customers, ensuring it reaches the desired target audience while being available for other potential customers.

Using this channel will also help build a relationship with trusted distributors in the US. I also feel customers can enjoy the ‘brand experience’ and so having qualified NYR representatives at each stall would be essential for the brand, as it makes the brand feel more personalized, rather than using ecommerce to sell products, so staff training would be a large investment. Heavy promotion of the company’s good ethics will also make the brand more desirable to new customers, and help to earn US customer trust. I also believe their British brand identity is a USP Neal’s should utilize, as this is something American consumers find highly desirable, it is also something which sets them apart from many competitors in the market. The long term goal would be to open stand alone stores in the US, and using sales figures along with the website to monitor demographical spikes, we can assess the best place to open retail spaces along with the famous NYR therapy rooms.

5.2 Optimization of UK Market Concluding from all of our research into the UK market, I feel Neal’s still have a lot of area for growth.

Firstly, I feel the biggest area is the brand awareness. The brand have failed to expand their popularity across the country rather than just in London, I feel opening larger retail stores in key locations such as Manchester and Birmingham rather than just therapy rooms for their target audience would help create more presence and awareness amongst other skincare brands such as Loccitane, who 70% of our sample recognized compared to the 20% who where aware of NYR. Additionally, none of the people we interviewed were aware of the charitable work the company does, this is something they need to promote more, as it give the company a USP and makes them more desirable to customers. Another area of opportunity highlighted through our research was the opening to create a cheaper range of products aimed at a younger audience, who have shown an interest in organic products and would be willing to pay a little more, offering a range around the £20 mark would make it more accessible for this demographic, and also may help build up the brand name and market share.

20

6.1 Appendix. Questionnaire  1. What is your age?

16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 or older

2. Where is your home located?

West Coast America East Coast America Southern United Kingdom Northern United Kingdom Midlands United Kingdom Ireland Scotland Wales Other (please specify)

5. When purchasing skincare, what is most important to you? (Select all that apply.)

Price Company Ethics Organic Ingredients Results Recognized Brand Recommendation Smell Other (please specify)

6. What to you look for in Skincare?

Hydration Anti-Aging Firming Oils Blemish creams SPF Other (please specify)

3. What is your current occupation?

7. How much would you spend be willing to spend on skincare?

4. Which of these skincare brands have you heard of? (select all that apply) Origins Keihl’s Simple Nivea Lush Neal's Yard Remedies Body Shop Loccitane Freederm Clinique Other (please specify)

8. Would you be willing to spend more on a product which is organic?

Yes No Other (please specify)

6.1 Appendix. Interview 1. Are you aware of the Neal’s Yard Remedy brand? If so how did you hear about them?

2. Have you ever purchased anything from them?

3. What do you think of the pricing?

4. Are you aware of the Charitable causes NYR supports?

5. How would you describe the brand?

6.2 Bibliography Academic.mintel.com, (2014). Login to Mintel Oxygen -­‐ Mintel Group Ltd.. [online] Available at: h@p:// academic.mintel.com/display/704088/ [Accessed 1 Jun. 2014].

Academic.mintel.com, (2014). Login to Mintel Oxygen -­‐ Mintel Group Ltd.. [online] Available at: h@p:// academic.mintel.com/display/693500/ [Accessed 3 Jun. 2014].

BBC News, (2014). US economy shiBs into reverse. [online] Available at: h@p://www.bbc.co.uk/news/ business-­‐27616183 [Accessed 4 Jun. 2014].

Colverd, S. (2013). The Benefits of Being an Independent Neal's Yard Remedies Organic (NYRO) Consultant. [online] On-­‐the-­‐bench.co.uk. Available at: h@p://www.on-­‐the-­‐bench.co.uk/blog/the-­‐benefits-­‐of-­‐being-­‐an-­‐independent-­‐ neal-­‐s-­‐yard-­‐remedies-­‐organic-­‐nyro-­‐consultant.html [Accessed 30 May. 2014].

Home2.btconnect.com, (2014). The Tokenhouse NoOngham -­‐ Neals Yard. [online] Available at: h@p:// home2.btconnect.com/The-­‐Tokenhouse/neals_yard.htm [Accessed 3 Jun. 2014].

Kiehls.co.uk, (2014). Kiehl's Since 1851 | Premium Skin Care, Body Care, Hair Care & More…. [online] Available at: h@p://www.kiehls.co.uk [Accessed 1 Jun. 2014].

L'OCCITANE en Provence, (2014). Natural Beauty Products | Skincare | LOCCITANE en Provence -­‐ UK. [online] Available at: h@p://uk.loccitane.com [Accessed 1 Jun. 2014].

Marke^ngweek.co.uk, (2014). How UK and US consumers’ spending habits differ | Trends | Marke]ng Week. [online] Available at: h@p://www.marke^ngweek.co.uk/trends/trending-­‐topics/consumer-­‐behaviour/how-­‐uk-­‐and-­‐ us-­‐consumers-­‐spending-­‐habits-­‐differ/4009085.ar^cle [Accessed 3 Jun. 2014].

MarketWatch, (2014). Moen Watch: 2014 Consumer Behavior Trends. [online] Available at: h@p:// www.marketwatch.com/story/moen-­‐watch-­‐2014-­‐consumer-­‐behavior-­‐trends-­‐2013-­‐11-­‐21 [Accessed 3 Jun. 2014].

Nealsyardremedies.com, (2014). Neal's Yard Remedies -­‐ Organic skin care | Natural remedies | Neal's Yard Remedies an] ageing skincare,mens skincare,organic skincare,organic skin care,natural remedies. [online] Available at: h@p://www.nealsyardremedies.com [Accessed 30 May. 2014].

Pew Research Center's Internet & American Life Project, (2013). Social Networking Fact Sheet. [online] Available at: h@p://www.pewinternet.org/fact-­‐sheets/social-­‐networking-­‐fact-­‐sheet/ [Accessed 4 Jun. 2014].

Retailresearch.org, (2014). Centre for Retail Research, NoOngham UK. [online] Available at: h@p:// www.retailresearch.org/eurovat.php [Accessed 4 Jun. 2014].

Rushe, D. (2014). US unemployment rate drops to lowest since 2008. [online] the Guardian. Available at: h@p:// www.theguardian.com/business/2014/may/02/us-­‐jobless-­‐rate-­‐drops-­‐lowest-­‐2008 [Accessed 4 Jun. 2014].

Small Business -­‐ Chron.com, (2014). Government Regula]ons That Affect Marke]ng in Retail. [online] Available at: h@p://smallbusiness.chron.com/government-­‐regula^ons-­‐affect-­‐marke^ng-­‐retail-­‐35217.html [Accessed 4 Jun. 2014].

Soilassocia^on.org, (2014). [online] Available at: h@ps://www.soilassocia^on.org/LinkClick.aspx? file^cket=ZnJ54dF4kfw%3D&tabid=116 [Accessed 3 Jun. 2014].

Tradingeconomics.com, (2014). United States Corporate Tax Rate | Actual Data | Forecasts | Calendar. [online] Available at: h@p://www.tradingeconomics.com/united-­‐states/corporate-­‐tax-­‐rate [Accessed 4 Jun. 2014].

Trendwatching.com, (2014). trendwatching.com's Trend Briefing covering "10 Crucial Consumer Trends for 2013". [online] Available at: h@p://trendwatching.com/trends/10trends2013/?fullfrontal [Accessed 3 Jun. 2014].

US Department of Commerce. (2014). 1st ed. [ebook] Available at: h@p://www.census.gov/retail/mrts/www/data/ pdf/ec_current.pdf [Accessed 4 Jun. 2014].

US Economic Outlook for 2014 | US Economic Forecast 2014, (2014). US Economic Outlook for 2014 | US Economic Forecast 2014. [online] Available at: h@p://www.useconomicoutlook2014.com [Accessed 4 Jun. 2014].

Wikipedia, (2014). Neal's Yard Remedies. [online] Available at: h@p://en.wikipedia.org/wiki/Neal %27s_Yard_Remedies [Accessed 1 Jun. 2014].

Wikipedia, (2014). Neal's Yard Remedies. [online] Available at: h@p://en.wikipedia.org/wiki/Neal's_Yard_Remedies [Accessed 3 Jun. 2014].

York, A. (2014). 10 trends that will shape consumer mindset and behavior in 2014 | JWTIntelligence. [online] Jw^ntelligence.com. Available at: h@p://www.jw^ntelligence.com/2013/12/10-­‐trends-­‐shape-­‐consumer-­‐mindset-­‐ behavior-­‐2014/#axzz2wMTQFWy3 [Accessed 3 Jun. 2014].

6.3 Image References Cover Page h@p://www.breathingplace.ie/images/Nealsyard.jpeg

Where can the brand go? h@p://www.nealsyardremedies.com

Ethics h@p://ecx.images-­‐amazon.com/images/I/51BSA4960TL.jpg

h@p://www.nealsyardremedies.com

Customer Profile h@p://www.yell.com/biz/star-­‐nails-­‐and-­‐beauty-­‐ lytham-­‐st-­‐annes-­‐7658320/

Contents

h@p://www.secondcitystyle.com/wp-­‐content/ uploads/2011/06/ Street_Fashion_Chicago_June_2011_Business_Wo man_Chanel.jpg

h@p://bigapplebrits.wordpress.com/2012/06/13/join-­‐neals-­‐ yard-­‐remedies-­‐an-­‐environmentally-­‐conscious-­‐ethically-­‐ grounded-­‐uk-­‐company/

h@p://www.nealsyardremedies.com h@p://footage.shu@erstock.com/clip-­‐1334617-­‐ stock-­‐footage-­‐young-­‐businesswoman-­‐in-­‐city-­‐ clothes-­‐on-­‐the-­‐streets-­‐of-­‐new-­‐york-­‐working-­‐ with-­‐a-­‐modern-­‐wireless-­‐tablet.html

h@p://www.cowshedonline.com/media/ gpmd_ingredients/ingredient/ Cowshed_Ingredients_0019_Lavender_Essen^al_oil.jpg

h@p://www.thegloss.com/2014/01/29/ culture/xojane-­‐it-­‐happened-­‐to-­‐me-­‐yoga-­‐ post-­‐jen-­‐caron/

Introduction h@p://www.ac^vetouch.biz/neals-­‐yard-­‐remedies/

The US Market

h@p://www.nealsyardremedies.com

Where is the brand now?

h@p://www.nealsyardremedies.com

Recommendations on Launch h@p://greengli@erbeauty.files.wordpress.com/ 2013/03/vitality-­‐show-­‐2013-­‐neals-­‐yard.jpg

h@p://charlo@egrant.co.uk/wp-­‐ content/uploads/2012/05/DSC4504.jpg

Product

Brand History

h@p://www.cosmopolitan.co.uk/beauty-­‐hair/ news/trends/beauty-­‐products/wake-­‐up-­‐ beau^ful-­‐with-­‐these-­‐overnight-­‐beauty-­‐^ps-­‐10

h@p://www.nealsyardremedies.com

h@ps://my.datasphere.com/files/mydatasphere/styles/large/ public/business/images/0813/1375851510_We%20Believe %20In%20Safe%20Cosme^cs%20Logo-­‐3.jpg

Brand Values

h@p://greengli@erbeauty.files.wordpress.com/ 2013/07/neals-­‐yard-­‐remedies-­‐frankincense-­‐ intense.jpg?w=540

h@p://www.nealsyardremedies.com

h@p://www.nealsyardremedies.com h@p://www.nealsyardremedies.com/beliefs h@p://www.cosmania.nl/nl/shop/products/wild-­‐ rose-­‐beauty-­‐balm/

Brand Health h@p://www.nealsyardremedies.com

h@p://www.nealsyardremedies.com

6.3 Image References Place

Conclusion h@p://greenroomretail.co.uk/work/sector/ health-­‐and-­‐beauty

h@p://www.worklooker.com/ca-­‐los-­‐ angeles-­‐county-­‐jobs.php

h@p://payload.cargocollec^ve.com/ 1/1/45304/540751/P1000144.jpg h@p://www.archello.com/en/project/bagno-­‐design-­‐fits-­‐out-­‐bathrooms-­‐ marrio@-­‐marquis-­‐hotel

h@p://www.nealsyardremedies.com/warp_sites/ www.nealsyardremedies.com/templates/images/hp-­‐ links/content-­‐nyro.jpg

h@p://www.nycfashionhun^ng.com/new-­‐york-­‐ shopping-­‐tours.html h@p://filipinofes^val.wordpress.com/ 2012/04/15/lewiston-­‐ny-­‐the-­‐barton-­‐hill-­‐hotel-­‐ spa-­‐historical-­‐inn-­‐near-­‐niagara-­‐falls/ h@p://sta^c.guim.co.uk/sys-­‐images/Environment/ Pix/columnists/2013/12/10/1386691115694/In-­‐ New-­‐York-­‐Commu^ng-­‐wit-­‐007.jpg

h@p://www.brysonloxley.co.uk/ nealsyardremedies.htm

Promotion h@p://janemayznyrorganic.files.wordpress.com/ 2013/03/20130326-­‐193447.jpg

h@p://www.youtube.com/user/NealsYardRemedies

h@p://m5.paperblog.com/i/45/452541/marchapril-­‐uk-­‐ magazine-­‐freebies-­‐neals-­‐yard-­‐re-­‐L-­‐JW4V0L.jpeg h@p://4.bp.blogspot.com/-­‐nOoFFaYnxII/ UeWUV_tVOiI/AAAAAAAACkk/WRHCG6cqq1g/ s1600/Neals-­‐yard-­‐remedies.jpg h@p://scarle@london.com/wp-­‐content/uploads/ 2013/03/IMG_6624.jpg

h@p:// www.shesaidbeauty.com/ brand/neals-­‐yard-­‐remedies