Case study analysis Ratan Naval

Tata Sakshi ShekhawatShrey Sood Arpan Ghosh

Ashwin Namburi Ankit Boratkar

Case Synopsis

Industry Scenario

The Beauty industry exhibited a huge growth with a sales of$330 billion worldwideThe main segments of the market were MASS and

PRESTIGE There was a new segment serving the

needsMASS + PRESTIGE = MASSTIGE

Tsai was exposed to the world of beauty in her childhood

As she worked there alongside her motherShe developed Acute Dermatitis during her

internships She used Aquaphor Healing ointment to soothe her skin,

But this made her skin oily

Ultimately, She used Japanese Blotting paper ‘Aburatorigami’ which soakes oil

Amongst all other countries, Japan made the deepest impression on her as Japan exhibited

Elegance of Simplicity

Case Problems

MISCONCEPTION - THE IMAGE OF “GEISHA”

TO POSITION “ABURATORIGAMI” AS A “LUXURIOUS BRAND”

PROCURING “ABURATORIGAMI” IN LONG RUN.

LACK OF FUNDS

EXTENSIVE SELLING EFFORTS REQUIRED

Aburatorigami was launched in 2009, which costed $12 per packet containing 30 sheetsPR agencies rejected her as they thought Tatcha

didNot have any story

She tailored letters and had replies within a weekShe sent blotting papers to makeup artist who prepared

Models for the New York fashion week

Tsai wanted to create a perfect team as she had a critical

Importance for the right designShe assembled the team of Stanley Hainsworth and

Ryan AipperspachStanley Hainsworth was the global creative director at Starbucks

Ryan Aipperspach was the cofounder and director at

GoodGuide

Solutions and Recommendations

SUGGESTION

The theme for our solutions would be Retain the businessIt had good media coverageLots of make-up artists were using it with various celebrities

She had acquisitions offers within an year

SUGGESTIONSScope for huge growth in the beauty industry

Growth of the Small firms depended on Distinctive product

Featured in renowned magazines like Oprah magazine and the product used by celebrities

A trend shift from inorganic products to productsWith organic ingredients

SOLUTIONSTo find an investor to invest in the business as

she hadAcquisitions offers

Increasing the reach within the key areas

Putting more efforts to market the product