Š BRANE 2015
Inspired by Nature
Positioning Inspired by Nature
POSITIONING Founded in 1989, the Pedra Dura brand has a secured position in the market for fashion accessories across a wide range of quality products. Currently, in our stores, each customer is greeted with a personalized service and various styles wayting for him, allowing him to always find what he seeks. In a certain way, it respects the femenin sense of women. This way, cross generational ties are created that spread the emotional and positive side of the brand. The personality of the Pedra Dura brand represents values like sharing, natural beauty and unique style.
ŠBRANE 2015
2
Positioning Inspired by Nature
POSITIONING In a broader sense, the name Pedra Dura takes us back to the origin of the brand. It refers to the raw material of its parts carved in different styles, colors and shapes. Whatever the options, the basic concept is always the same: respect the natural beauty of the pieces in order to make them unique accessories that embellish and enhance the beauty of women, making them unique.
ŠBRANE 2015
3
Positioning Inspired by Nature
OUR VALUES Throughout our existence, we have accompanied generations of women that identify with the fashion accessories we sell Currently, with several stores in Portugal our large supply of quality products, also reflects this success. Inspired by nature, Pedra Dura shares unique style with the feminine universe contributing to enhance it’s natural beauty. This is our passion.
ŠBRANE 2015
4
Positioning Inspired by Nature
LOCATIONS Porto • C. C. Norte Shopping • Rua Santa Catarina
STORES Lisboa • C. C. Amoreiras • C. C. Colombo • Dolce Vita Monumental • C. C. Oeiras Parque • C. C. Cascais Shopping • C. C. Alegro – Alfragide • Armazens do Chiado
Setúbal • Almada Forum Coimbra • Forum Coimbra Algarve • Algarve Forum FUTURE OPENINGS
Leiria • Rua da Graça
International EXPANSÃO
©BRANE 2015
5
Positioning Inspired by Nature
Our Organization - Organization Chart -
CEO Luis Lucas
SHOP MANAGERS Inês Lisboa Filipa Silva Antónia Eduardo
©BRANE 2015
DIRETOR DESIGN DE OPERAÇÕES PedroLucas Silva Teresa
CFO
STOCK MANAGERS
Vasco Camoesas Camoesas Vasco
Antonio Lucas Sandra Ribeiro
BRANDING MARKETING Ana Novo
6
Stores Inspired by Nature
OUTSIDE Inspired in nature, the decoration of Pedra Dura stores uses natural elements like stone and wood, conveying a sober and unique style.
ŠBRANE 2015
7
Stores Inspired by Nature
INSIDE With a warm interior environment, Pedra Dura stores are prepared to create good shopping experiences. The big differentiator are the cabinet with a drawer system that protects the pieces and give access to all colletions.
ŠBRANE 2015
8
Product Inspired by Nature
OUR STYLE For Pedra Dura is very important to respect the several customers style. We therefore, focus and excel, on choosing materials from different countries around the world, in partnership with national and international designers. On the design, our team wage on the originality of pieces thinking about each customer, in tune with the fashion trend. Collection after collection, we manage to create several distinct and unique pieces. This is our style.
ŠBRANE 2015
9
Marketing Inspired by Nature
OUR STRATEGY The more we invest in marketing, the greater the return, creating customers who can thus follow the news and brand growth. On Facebook we have more than 1.100,000 fans globaly.
Official Facebook Page
ŠBRANE 2015
Newsletter
10
Marketing Inspired by Nature
Website www.pedradura.net
Telemarketing We have over 160 000 registered customers in our data base.
Usually we are sending text message to reveal the latest products and promos.
ŠBRANE 2015
11
Media Inspired by Nature
TV
ŠBRANE 2015
12
Media Inspired by Nature
MAGAZINES
ON AIR - TAP official magazine June 2015 edition, page 82
ŠBRANE 2015
13
Franchising Inspired by Nature
BENEFITS, RIGHTS AND OBLIGATIONS Being a partnership, franchising offers benefits to both parties. The franchisor allows a more rapid expansion, while the franchisee is favored by working a successful brand. Benefits • Having the support of Pedra Dura creating your business, whithout the need of prior experience. • Belong to a brand with 25 years of history and great reputation that inpassion their customers. • Focus on the business and customer service, leaving the negotiation with suppliers to our centralized buyers. • Participate in a network that generates scale economy managing: suppliers, marketing and providing training by headquarters and the other members of the network.
©BRANE 2015
14
Franchising Inspired by Nature
BENEFITS, RIGHTS AND OBLIGATIONS Rights and Obligations of the Franchise Agreement • The franchisor must provide training and ongoing assistance throughout the contractual relationship. • The franchisee shall comply with the standards, procedures, image and comunication, defined by the franchisor, ensuring the uniformity of the fundamental premises that determine the success of the brand.
©BRANE 2015
15
Franchising Inspired by Nature
FRINCHISEE PROFILE In Pedra Dura, we value prior management experience, learning capability and commitment, requiring it from all of those who venture in this business. • Passionate about the brand and its products. • Leadership and motivational skills. • Entrepreneurial spirit. • Compliance with brand guidelines. • Investment capacity.
©BRANE 2015
16
Franchising – Process Inspired by Nature
1st PHASE • Candidacy evaluation. • Presentation of brochure on the conditions of the Franchising. • Introductory meeting after setting the store location. • Signing of the contract and entry payment.
©BRANE 2015
17
Franchising – Process Inspired by Nature
2nd PHASE • Recruitment and selection of the working team. • Training of the franchisee and it’s team. • Reconnaissance and selection of collections – initial stock determined by Franchisor. • Development of the network and preparation of the opening.
©BRANE 2015
18
Franchising – Process Inspired by Nature
3rd PHASE • Store opening - Inauguration. • Monitoring and appropriate ongoing training.
©BRANE 2015
19
Franchising – Financial Information Inspired by Nature
* Example for a store with approximately 25m2 of exhibition area Values plus VAT in force.
ŠBRANE 2015
20
Inspired by Nature
Thanks for your attention, hope you have been inspiring. Pedra Dura Team
ŠBRANE 2015