Branding Final Evaluation: Name: Alexander Pareja Castañeda. Code: 1817429. TP66 - I

Branding Final Evaluation
Name : Alexander Pareja Castañeda.
Code : 1817429.
TP66 - I
About NATURA
 Natura is a cosmetics company founded in 1969 in

São Paulo, Brazil. Natura is dedicated to
manufacturing products made from neutral
components, which do not harm the environment.
Perceived Quality
INTRINSIC INDICATORS EXTRINSIC INDICATORS
 Natura has a broad portfolio of  The Natura brand is of Brazilian

products for each line of business. origin, born of a passion for
Natura has products for facial skin cosmetics and relationships,
treatments, personal hygiene present in seven countries in Latin
products and ambience that are America and France. Prices are
characterized by their variety of affordable for all categories of
special fragrances, textures, their products. Natura develops
colors and shapes. direct sales channels to offer its
products.
Phisyc Personality
• Products for facial skin • Natura has adopted values
treatments, personal and beliefs fully in
hygiene products and accordance with the
ambience. principles of responsible
management.
Relationship Culture
• The company has developed more • Agree on business,
than 67 alternative methodologies environmental, social and
to evaluate the safety of its human objectives, from the
products in partnership with extraction of raw materials that
Brazilian and international will give rise to their cosmetics.
universities and research institutes.
Relection Mentallitation
• The Natura consumer has a good • The user of natura is seen as
concept of the brand, valuing the a person who cares about
quality of its products and the quality, the environment
responsibility it has as a company. and diversity.
The Brand Extension Model
Original Category: Extension Perception:
Cosmetics Perfumery
Extend:
Brand assets: • Attibutes. Extension Evaluation:
• Awareness. • Attractive Models. Perfumery
• Sophisticated.
• Loyalty. • Variety. Relevance of these
• Quality. • Concept • Attributes.
• Tangible: - Good Quality
• Innovation. -Presentation. - Elegant
• Untangible: - Refined.
• Diversity. - Fine design. • Concepts.
Diference from the competition:
Fit: -Concern for the environment.
-Quality products at affordable
• Complement: prices
- Perfumes have expanded the concept of
product quality for Natura.
Brand Valuation
Brand Strength Points
Leadership 18/25
I consider this score for this aspect given that Natura has managed to be a respectable brand for the Latin America market.
Stability of Profits 12/15
After reviewing the results obtained with respect to 2017 and 2018, a decrease is observed. However, with the purchase of
AVON, the results are expected to increase considerably.
Kind of Market 10/10
The cosmetics market is one of the largest and most lucrative worldwide, so Natura remains at the forefront with innovation
processes for products using plant and recycled materials.
Internationalization 15/25
Natura is an important brand of cosmetics for Latin America. It has not expanded enough in the other continents. However,
with the purchase of AVON, I consider that it will have a large territorial expansion of its presence in the market.
Trend of profits 4/10
The company seeks to generate an increase in its income, this is denoted by the significant investments made in recent years.
Marketing Support 10/10
Natura's marketing plan I consider consistent, denoting the recognition of quality of their products internationally and their
commitment to caring for the environment.
Legal Protection 5/5
The company has a high level of legal protection
TOTAL : 77 POINTS
Branding values
OVERALL SCORE : 77
Branding values
Profit per Year x 17

R$548 (profit in 2018) x 17 =
R$ 9,316,000,000
Conclusions
According to the work carried out, we can conclude that Natura is

an important brand for the cosmetics and perfumes market,
having as a value its good positioning in the market and its social
responsibility.
According to the calculation made, the NATURA brand has a value

of R$ 10,412,000,000. Which makes it one of the biggest brands
in its field worldwide.

Branding Final Evaluation: Name: Alexander Pareja Castañeda. Code: 1817429. TP66 - I

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Branding Final Evaluation: Name: Alexander Pareja Castañeda. Code: 1817429. TP66 - I

Uploaded by

Branding Final Evaluation

Name : Alexander Pareja Castañeda.

 Natura is a cosmetics company founded in 1969 in

 Natura has a broad portfolio of  The Natura brand is of Brazilian

Profit per Year x 17

According to the work carried out, we can conclude that Natura is

According to the calculation made, the NATURA brand has a value

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