Business InsiderAGSC 229

Mr. Boutrous Madani

Group 3Tarek Amro

Hani MdeihliZeinab Zein

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Outline• Introduction• History• Mission and Vision• Products• Positioning• Market• Competition• Beesline the Shop• SWOT Analysis• Future of Beesline• Conclusion 2

Beesline

• A 20 year old cosmeceutical company established in 1993• A subsidiary of Natural SARL with testing labs in France in

which expert dermatologists create formulas based on natural ingredients

• Local factory is located in Bchamoun Industrial Park

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History• The idea of Beesline started in 1993 when an AUB chemistry

graduate and his sister, a PhD in Pharmaceutical studies, began mixing creams in a small family apartment.

• In 1994, the famous beeswax Lip Care was born and found instant success.

• By 1998, Beesline went from its first few products to a whole new lines of care.

• In 2000, a state-of-the art R&D department was established.

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Mission and Vision• Beesline’s Mission: “To propose the highest quality care, to solve the most difficult

skin problems, by offering different product lines for every type of skin or needed results.” (Beesline.com)

• Beesline’s Vision: “To become an international brand and to compete with other

brands in the industry” (Sabahji)

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Products• Natural products from

head to toe• Free of paraben,

silicon and paraffin • Based on plant

extracts and apitherapy, tested by dermatologists in French laboratories • Suit all kinds of people 6

Types of Products• Today Beesline have over 95

different product under 13 categories:

- General Care- Whitening- Express Masks- Body Care- Sun Care- Oily Skin- Hygienic- Feminine Hygiene- Senso Therapy- Hair- Hot Spot- Baby Care

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Positioning• In a niche market, Beesline offers products that other

companies can’t offer• 100% natural and edible ingredients with no preservatives and

no animal testing• Nowadays, more and more people are demanding for natural

products• Products for the 5 senses

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Market• Beesline targets the middle and upper class customers since

its products aren’t cheap however they are relatively cheaper than some of the competitions’ products.

• Beesline exports to Oman, KSA, UAE, and Bahrain that net about 60% of its profits.

• Distributes its products to pharmacies, beauty salons, spas and other boutiques.

• Sells its products in their own new retail shop in Ras Beirut 9

Competition• Beesline has many seasoned competitors who have been in

the market for over 50 years:

• L’Oreal

• Lancaster

• Yves Rocher

• Nivea

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Beesline the Shop

• Beesline opened its own boutique and spa space in Ras Beirut in which customers are welcome to test and buy Beesline’s natural products.

• This venture increases Beesline’s visibility and thus customer base to increase sales.

• Beesline builds customer relationships with its clients which increases their customer lifetime value.

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Ads and Sponsoring

• Street Billboards• Radio• Advertising in the most

popular magazines, by putting free samples

• Sponsoring Events (AUB’s annual Honey Day)

• Advanced and easy to access website, with a section for comments and feedbacks from customers 12

SWOT AnalysisStrengths

• 100% natural and 0% preservative or additives

• 3 year shelf life

• Various product lines

• Beneficial effects of the natural ingredients

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SWOT AnalysisWeaknesses

• Low profile and weak marketing

• Not well known due to poor customer relationship

• Still a weak brand

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SWOT AnalysisOpportunities

• High demand for cosmetics products in Lebanon

• New innovation and products - give the opportunity to promote new lines of products

• Brand - will have a short-term positive impact in which companies will want to compete together

• International markets to increase sales and exports 15

SWOT AnalysisThreats

• Bad economy

• Giant competitors (luxurious brand) available long time ago with good reputation.

• Small market with many competitors

• Appearance mentality that promotes the way we look in the society gives luxurious brands an opportunity to gain more market share

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Future of Beesline• Beesline continues to expand and develop its R&D and

Marketing departments.

• Beesline will attempt to enter international market further down the line to countries other than Gulf countries.

• They believe, they have the potential of becoming an international brand

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Conclusion• Beesline have a wide range of products for all ages

• Beesline mainly see the gulf region as a potential market

• Beesline believes that it can one day become an international brand

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References• - Contact: Antoine Sabahji - Marketing Manager at Beesline. Phone Number: 03-601920 & 05-807870(1)• - www.beesline.com

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Thank you for listening!

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