Natal 2009
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Apresentação CPM Ciclo 16
Agenda
Embalagem Composições Estratégia Comercial DRE Próximos Passos
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Embalagens
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Histórico de embalagens Natal 2006
Natal 2007
Mães 2008
SV P: R$4,2 M: R$5,4 G: R$5,9
SV M: R$5,7 G: R$6,2 GG: R$7,7
(tamanho único) SV: R$8,3 CMV: R$2,68
CMV P: R$1,86 M: R$2,23 G: R$2,67
CMV M: R$1,75 G: R$1,98 GG: R$2,64
Natal 2008
Mães 2009
Namorados 2009
SV: R$7,0
SV P: R$5,0 G: R$7,0
SV: R$7,0
CMV Caixa: R$3,14 Env.: R$1,79
CMV P: R$2,25 G: R$2,95
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CMV: R$3,10
Proposta de Embalagens
Kit Natal (caixa pequena) warm gray + laranja + dourado
Kit Natal (caixa grande) verde + roxo + dourado
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Embalagens Natal 2009 - Fita com 2 voltas, sem estampa
- Luva acoplada
- Fornecedores: 100% Nilpel
Caixa P
Caixa G
- Sem Tag (R$0,10) para presentes com
Faixa: 2MM
Faixa: 2MM
embalagem exclusiva
CMV: 1,88
CMV: 2,44
-16,4% X Mães 2009
-17,3% x Mães 2009
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Embalagens Natal 2009 Cenário CI 23/jun CMV target total
CMV CI 23/jun
vs.target
caixa P
5.401
4.872
-25%
caixa G
5.406
8.549
-12%
total
10.807
13.421
24%
58,4%
56,8% -1,6 p.p.
Caixa P
Caixa G
- Fita com 2 voltas, sem estampa na fita
CMV est.: R$2,67
CMV est.: R$2,67
- Luva acoplada
Cotação*: R$2,27 Faixa: 2MM
Cotação*: R$3,73 Faixa: 2,5MM
- Fornecedores -Caixa P: Nilpel -Caixa G: Antilhas - Tag (R$0,10) para presentes com pdfMachine embalagem exclusiva
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Análise Financeira das propostas de embalagem Cenário – Nova Cotação (sem tag)
Aprovado
CMV target¹
CMV CI 23/jun²
CMV Nova cot.³
caixa P
5.401
6.186
4.035
-25%
-35%
caixa G
4.431
5.650
4.781
8%
-15%
total
9.832
11.837
8.816
-10%
-26%
58,7%
57,4%
59,4%
-0,7 p.p.
+0,7 p.p.
119.417
123.780
-$3.340 -2,7%
+$1.023 +0,8%
MB% MB$ (mil)
122.757
vs.target vs.CI 23/jun
vs. com tag +0,33 p.p. vs. com tag +$716 +70%
¹Cenário target ajustado: contempla retirada dos presentes de Mamãe e bebê e Amor América. ²Cenário CI 23/jun ajustado: contempla retirada dos presentes de Mamãe e bebê e Amor América e alteração CMV caixa G por conta de nova faixa de volume (de 2,5MM para 2MM) pdfMachine ³Contempla também: (a) Aredução nothat custo da bolsa de Natura Homem e (b) redução no custo da maioria dos produtos da linha Ekos. pdf writer produces quality PDF files with ease! Produce quality PDF files in seconds and preserve the integrity of your original documents. Compatible across nearly all Windows platforms, simply open the document you want to convert, click “print”, select the “Broadgun pdfMachine printer” and that’s it! Get yours now!
pdfMachine A pdf writer that produces quality PDF files with ease! Produce quality PDF files in seconds and preserve the integrity of your original documents. Compatible across nearly all Windows platforms, simply open the document you want to convert, click “print”, select the “Broadgun pdfMachine printer” and that’s it! Get yours now!
pdfMachine A pdf writer that produces quality PDF files with ease! Produce quality PDF files in seconds and preserve the integrity of your original documents. Compatible across nearly all Windows platforms, simply open the document you want to convert, click “print”, select the “Broadgun pdfMachine printer” and that’s it! Get yours now!
pdfMachine A pdf writer that produces quality PDF files with ease! Produce quality PDF files in seconds and preserve the integrity of your original documents. Compatible across nearly all Windows platforms, simply open the document you want to convert, click “print”, select the “Broadgun pdfMachine printer” and that’s it! Get yours now!
pdfMachine A pdf writer that produces quality PDF files with ease! Produce quality PDF files in seconds and preserve the integrity of your original documents. Compatible across nearly all Windows platforms, simply open the document you want to convert, click “print”, select the “Broadgun pdfMachine printer” and that’s it! Get yours now!
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Composições
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Histórico Natal 2005 • 22 opções de presente ( 13 virtuais, 9 com brindes). • Desconto de preço moderado. • 15 composições com foco na perfumaria, 2 com sabonetes, 1 infantil e 4 com corpo.
RB R$
PM R$
MB %
127 MM
33,6
57,5
RB R$
PM R$
MB %
264 MM
29,5
53,7
RB R$
PM R$
MB %
187 MM
31,4
61,6
RB R$
PM R$
MB %
200 MM
32,18
56,4
2006 • 26 opções de presente ( 12 composições regulares, 10 virtuais e 4 com brindes ). • Descontos de preço agressivos. • 15 composições com foco na perfumaria, 1 de rosto, 5 de sabonetes, 2 de infantil, e 1 com corpo.
2007 • • • e
21 opções de presente ( 17 composições virtuais e 4 brindes ). Descontos de preço novamente moderados ou baixos. 13 composições com foco na perfumaria, 3 de sabonete, 2 infantil, 1 com barba, 2 com corpo.
2008 • 23 opções de presente ( 13 composições virtuais e 10 brindes ). • Descontos de preço novamente moderados. • 14 composições com foco na perfumaria, 2 de sabonete, 2 infantil, e 2 com óleos, 2 com corpo e 1 com maquiagem.
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Indicadores Natal 2009 2005 • 22 opções de presente ( 13 virtuais, 9 com brindes). • Desconto de preço moderado. • 15 composições com foco na perfumaria, 2 com sabonetes, 1 infantil e 4 com corpo.
RB R$
PM R$
MB %
127 MM
33,6
57,5
RB R$
PM R$
MB %
264 MM
29,5
53,7
RB R$
PM R$
MB %
187 MM
31,4
61,6
RB R$
PM R$
MB %
200 MM
32,18
56,4
RB R$
PM R$
MB %
273
25,70
59,3
2006 • 26 opções de presente ( 12 composições regulares, 10 virtuais e 4 com brindes ). • Descontos de preço agressivos. • 15 composições com foco na perfumaria, 1 de rosto, 5 de sabonetes, 2 de infantil, e 1 com corpo.
2007 • • • e
21 opções de presente ( 17 composições virtuais e 4 brindes ). Descontos de preço novamente moderados ou baixos. 13 composições com foco na perfumaria, 3 de sabonete, 2 infantil, 1 com barba, 2 com corpo.
2008 • 23 opções de presente ( 13 composições virtuais e 10 brindes ). • Descontos de preço novamente moderados. • 14 composições com foco na perfumaria, 2 de sabonete, 2 infantil, e 2 com óleos, 2 com corpo e 1 com maquiagem.
2009 • 18 opções de presente ( 16 composições virtuais e 2 brindes). • Descontos de preço mais agressivo. • 9 composições com foco na perfumaria, 2 de sabonete, 1 infantil, 4 com óleos, pdfMachine 2 com corpo
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Indicadores Natal 2009
Proposta CP:
PRESENTES
VOLUME
RB
MB
2008
2009 Estimativa
2009 Oferta Sugestão
23
19
19
6.190.326
R$199.903.194
56,4%
10.608.457
R$272.677.626 + 36,4%
59,3%
12.525.588
+ 71,4%
R$330.473.374
+2,9 p.p
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+ 102,3%
+ 65,3%
Crescimento das estratégias em 2009 RB
2008
2009
09 X 08
Mães Namorados
96.735 62.658
138.166 75.802
43% 21%
2008
2009
09 X 08
em Mil R$
Itens Vend. Mães Namorados
2.603 2.229
4.097 2.796
57% 25%
em Mil unidades
Preço médio Mães Namorados
2008 37,17 28,11
2009 33,73 27,11
09 X 08
-9% -4%
Partic. Ciclo
2008
2009
09 X 08
Mães Namorados
32,0% 22,9%
38,3% 24,3%
6,3pp 1,4pp
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Indicadores Natal 2009 Participação RB
Natal Cic lo 16 Cic lo 17 Total
2008 153 46 199
% 77% 23% 100%
2009 201 71 272
% 74% 26% 100%
Natura Cic lo 16 Cic lo 17 Total
2008 425 392 817
% 52% 48% 100%
2009 536 418 954
% 56% 44% 100%
Mix Natal Cic lo 16 Cic lo 17 Total
2008 36% 12% 24%
2009 38% 17% 29%
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Indicadores Natal 2009 Participação Categorias RB 2008 Perfumaria TOTAL
RB 2009
135.982.628
121.373.144
123.139.627
116.591.374
-5,4%
12.843.001
4.781.731
-44%
Sabonetes
27.956.279
45.247.460
+62%
Óleos
15.151.672
48.503.780
+220%
Corpo
17.988.549
57.552.248
+223%
Maquiagem
1.502.546
Perfumaria MMBB/Infantil
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-11,0%
Indicadores Natal 2009 Participação Categorias 2008 x 2009
9%
14%
6% 1% 8%
16%
21% 3% 0% 18%
42%
62%
corpo
infantil
maquiagem
Óleos
perfumaria
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sabonete
Régua de Preços - Natal R$189,00
R$ 200 R$ 180
R$159,00 R$150,00
R$ 140
R$80 R$60
Boticário 2008
R$ 100
Avon 2008
R$ 120
Natura 2009
R$124,00
Natura 2008
R$ 160
Média do Mercado R$66,67*
R$40 R$29,90 R$23,50
R$20
R$18,00
R$10
R$15,90
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*Fonte: Pesquisa Ato de Presentear
Preço/Presentes Natal
20 16 17
12 8
Natal 2008
3
7
4 0
1
4
Até 20,00 (2008)
3
1 9
20-39,99 (2008)
3 1
6 2
40-59,99 (2008)
Natura
2
60-79,99 (2008)
Avon
2
80-99,99 (2008)
Boticário Avon Natura
12 26 23
100 + (2008)
Botic ário
20 16
Natal 2009
12 8 10 6
4 0
3
Até 20,00 (2009)
20-39,99 (2009)
40-59,99 (2009)
1
60-79,99 (2009)
80-99,99 (2009)
2
Boticário Avon Natura 21
100+ (2009)
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Preço/Presentes Natal Perfumaria 10
8
6
Na tura
Avo n
B o tic á rio
Perfumaria Masculina
4
1
0
1
0 1
0
2008
3
2
0 At é 2 0 ,0 0 (2 0 0 8 )
1
1 0
0 2 0 -3 9 ,9 9 (2 0 0 8 )
4 0 -59 ,9 9 (2 0 0 8 )
1
0
2 1 0
Bo ticário 1
0
Avo n Natura
6 0 -79 ,9 9 (2 0 0 8 )
8 0 -9 9 ,9 9 (2 0 0 8 )
10 0 + (2 0 0 8 )
Perfumaria Feminina 2008 pdfMachine A pdf writer that produces quality PDF files with ease! Produce quality PDF files in seconds and preserve the integrity of your original documents. Compatible across nearly all Windows platforms, simply open the document you want to convert, click “print”, select the “Broadgun pdfMachine printer” and that’s it! Get yours now!
Preço/Presentes Natal Sabonetes e Corpo
Sabonetes 2008
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Preço/Presentes Natal Óleos e Maquiagem
Óleos 2008
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Preço/Presentes Natal Rosto e Barba
Rosto 2008
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Preço/Presentes Natal Infantil
Infantil 2008
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Divisão Presentes Ciclo 16 e 17 - Premissas
Presentes inovadores e brindes deverão ficar no ciclo com Evento de Lançamento (Ciclo 16), Composições mais conhecidas (mudança de fragrância) e de alta atratividade devem ficar no ciclo 17, Levar em consideração o composto das linhas garantindo o maior período sem promoções (intervalo ideal de 4 ciclos), Considerar as composições com maior risco para o ciclo 17.
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Grade Ciclo 16 e 17 - 2009
16
17
Ekos
Sabonete
Humor 5 Óleo
Perfumaria
Tododia Mãos
Corpo
Humor 2 Sabonete
Perfumaria
Biografia Vol 2 50ml
Perfumaria
Biografia Nova Fragrância
Ekos Capim Limão
Óleo
Sève
Óleo
Sr. N Cítrico
Perfumaria
Ekos Cacau
Tododia
Sabonete
Ekos Açaí
Óleo
4 Naturé
Infantil
Perfumaria
Sintonia Barba
Perfumaria
Ekos SPA Pitanga
Óleo
2 Faces Hidratante
Perfumaria
Natura Homem Brinde
Perfumaria
Tododia
Corpo
Ciclo 16 e 17
Perfumaria
13 Presentes
Natal 2009
5 Presentes
18 Presentes 52
13 versões
9 versões
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22 versões
Grade Ciclo 16 e 17- 2008
16
17
2 Tododia
Sabonete
Humor 2 Caderno
Perfumaria
3 Águas
Corpo
Humor 1 Caderno
Perfumaria
2 AMAM
Perfumaria
Tododia Figo
Corpo
Faces Kit Visual Express
Maquiagem
Natura Homem
Perfumaria
Ekos Priprioca
Perfumaria
Tododia Damasco
Sabonete
Ekos Banhos de Brasil
Sabonete
Ekos Frescores em toque
Perfumaria
4 Naturé
Perfumaria
Natal 2009
3 Águas Jab.
Perfumaria
Ekos Buriti
Óleo
5 Faces
Perfumaria
Biografia masc.vol.1
Perfumaria
Biografia fem.vol.1
Perfumaria
Ekos Pitanga
Óleo
Kaiak masculino
Perfumaria
2 MMBB
Perfumaria Sr. N
Perfumaria
Kriska Jeans
Ciclo 16 e 17
Perfumaria
15 Presentes
8 Presentes
23 Presentes 52
22 versões
15 versões
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37 versões
Grade Ciclo 16 e 17
59,3%
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Grade Ciclo 16 e 17 MB CASH +R$768.000
Presente
Preço
Volume
RB
Participação
Oferta
RB Oferta
MB%
tododia mãos+sab
R$
18,50
3.000.000
38.850.000
14,2%
3.660.000
47.397.000
65,25%
Sève óleo 200ml+hid.iluminador
R$
51,50
635.122
22.896.148
8,4%
762.146
27.475.363
64,38%
Humor 5 col+óleo corporal
R$
73,80
403.010
20.819.497
7,6%
515.853
26.648.966
60,92%
tododia corpo
R$
35,00
806.255
19.753.248
7,2%
919.131
22.518.710
52,33%
Sr.N cítrico col+deo
R$
63,00
394.513
17.398.023
6,4%
449.745
19.833.755
60,27%
Biog. fem. de Verão
R$
53,00
461.742
17.130.628
6,3%
627.970
23.297.687
63,37%
Humor 2 Sabonetes
R$
73,80
283.157
14.627.891
5,4%
413.410
21.356.761
61,97%
Ekos C apim-limão
R$
59,00
296.934
12.263.374
4,5%
332.567
13.735.017
59,52%
Biog. Masculino Vol 2
R$
34,90
368.380
8.999.523
3,3%
383.115
9.359.499
49,86%
Ekos sabonetes em penca
R$
28,50
445.548
8.888.683
3,3%
466.601
9.308.690
53,65%
Ekos C acau
R$
36,00
317.220
7.993.944
2,9%
406.041
10.232.233
61,37%
homem bolsa viagem
R$
159,00
64.621
7.192.317
2,6%
68.498
7.623.827
49,25%
Ekos Kit Spa
R$
157,00
50.649
5.566.343
2,0%
56.727
6.234.317
58,66%
7.527.151
202.379.619
74,1%
9.061.804
245.021.825
60,2%
Tododia sabonetes
R$
23,50
2.210.260
36.358.777
13,3%
2.210.260
36.358.777
51,55%
TOTAL 16
Faces Intensa
R$
55,50
175.379
6.813.474
2,5%
259.561
10.083.945
66,99%
Faces Superstilo
R$
55,50
142.607
5.540.282
2,0%
211.059
8.199.642
65,33%
Sintonia col+creme barba
R$
74,50
184.534
9.623.448
3,5%
269.420
14.050.253
62,38%
Ekos Açaí
R$
49,90
222.672
7.777.933
2,8%
338.461
11.822.443
71,59%
naturé toalha bem bom
R$
43,90
94.889
2.915.939
1,1%
113.867
3.499.133
47,71%
naturé toalha fiu fiu
R$
52,30
50.964
1.865.792
0,7%
61.157
2.238.958
49,32%
3.081.305
70.895.645
3.463.785
86.253.150
57,6%
2009
10.608.456
273.275.264
12.525.589
331.274.976
2008
6.190.326
199.903.194
6.190.326
199.903.194
TOTAL 17
25,9%
+1 p.p
59,48%
+0,18 p.p CRESCIMENTO
71,4%
36,7%
102,3%
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65,7%
Natal 2008 – Ciclo 16 de R$20 a R$30
de R$30 a R$40
de R$40 a R$50
de R$50 a R$60
de R$60 a R$70
Acima de R$70
sabonete Cereja/Nozes SV: 23,5
óleos
Buriti SV: 52,0
corpo SV: 37,0
maquiagem
Figo SV: 45,0
Maquiagem SV: 49,0
perf.masc. masculino SV: 53,8
Jabuticaba SV: 49,9
Pitanga SV: 57,0
SV: 66,0
Humor 2 SV: 77,0
SV: 163,4
Humor 1 SV: 77,0
Priprioca SV: 189,0
perf.fem. Palo S./Param. SV: 84,0
infantil
pdfMachine SV: 63,0 A pdf writer that produces quality PDF files with ease! Produce quality PDF files in seconds and preserve the integrity of your original documents. Compatible across nearly all Windows platforms, simply open the document you want to convert, click “print”, select the “Broadgun pdfMachine printer” and that’s it! Get yours now!
Natal 2009 – Ciclo 16 de R$20 a R$30
de R$30 a R$40
de R$40 de R$50 a R$50 a R$60
de R$60 a R$70
Acima de R$70
sabonete Sabonetes SV: 28,5 ; MB: 53,6%
Qtde: 445
óleos SV: 51,5 ; MB:64,4%
Qtde: 635
corpo
Mãos – Frutas Vermelhas SV: 18,0 ; MB: 64,3%
Qtde: 3.000
Capim Limão SV: 59,0 ; MB: 59,5%
Qtde: 296
SPA Pitanga SV: 157,0 ; MB:58,6%
Qtde: 50
Corpo SV: 35,0 ; MB: 52,3%
Qtde: 806
maquiagem
perf.masc. masc.vol.2 SV: 34,90 ; MB: 49,8%
Qtde: 368
Cítrico SV: 63,0 ; MB: 60,3%
Qtde: 394
Humor 2 (sab.) SV: 73,8 ; MB: 62%
Qtde: 283
perf.fem. Cacau SV: 36,0 ; MB: 61,4%
Qtde: 317
Fem.nova frag. SV: 53,00 ; MB: 63,4%
Qtde: 461
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infantil
Humor 5 (óleo) SV: 73,8 ; MB: 60,9%
Qtde: 403
Cromo SV: 159,0 ; MB:49,2%
Qtde: 64
Natal 2008 – Ciclo 17 de R$20 a R$30
de R$30 a R$40
de R$40 a R$50
de R$50 a R$60
de R$60 a R$70
Natal 2008 – Ciclo 17
Acima de R$70
sabonete Damasco SV: 24,5
Banho de Br. SV: 29,0
óleos
corpo
maquiagem
Maquiagem SV: 26,0
perf.masc. SV: 74,0
perf.fem.
infantil
Fres. em toque SV: 45,7
Bem bom SV: 49,50
Gloss e Brinde SV: 68,0
Fiu fiu SV: 57,7
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fem. hidrante SV: 72,0
SV: 88,0
Natal 2009 – Ciclo 17 de R$20 a R$30
de R$30 a R$40
de R$40 a R$50
de R$50 a R$60
de R$60 a R$70
Natal 2008 – Ciclo 17
Acima de R$70
sabonete Sabonetes SV: 23,5 ; MB: 51,5%
Qtde: 2.210
óleos
Açaí SV: 49,90 ; MB%: 71,6%
Qtde: 222
corpo
maquiagem
perf.masc. Barba SV: 74,50 ; MB: 62,4%
Qtde: 184
Hidratante SV: 55,50 ; MB: 66,0%
perf.fem.
Qtde: 317
infantil
Bem bom SV: 43,90 ; MB: 47,7%
Fiu fiu SV: 52,30 ; MB: 49,3%
pdfMachine Qtde:quality 94 PDF files withQtde: A pdf writer that produces ease! 50 Produce quality PDF files in seconds and preserve the integrity of your original documents. Compatible across nearly all Windows platforms, simply open the document you want to convert, click “print”, select the “Broadgun pdfMachine printer” and that’s it! Get yours now!
Tododia mãos Frutas Vermelhas Composição • 1 hidratante mãos (50ml) – R novo produto • 2 sabonetes em barra (90g cada) – nova embalagem • 1 caixa especial SV: R$ 18,00 Sobrepreço:3,33 % MB: 64,28% Volume: 3.000.000 Oferta: 3.660.000 RB: R$ 25.200.000 RB Oferta: R$ 46.116.000
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Ekos sabonetes Maracujá, Murumuru, Cacau e Cupuaçu
Composição • 8 sabonetes em barra (25g cada) – novo produto • embalagem exclusiva Ekos SV: R$ 28,50 MB: 53,65 % Volume: 445.548 Oferta: 466.601 RB: R$ 8.888.683 RB Oferta: R$9.308.609
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Tododia Pêra
Composição • 1 hidratante corporal (400ml) novo produto • 1 sabonete líquido (300ml) – novo produto • caixa G SV: R$ 35,00 Desconto: 22% MB: 52,33% Volume: 806.255 Oferta: 919.131 RB: R$ 19.753.248 RB Oferta: R$22.518.710
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Ekos Costa do Cacau
Composição • 1 des. col. Frescor (75ml) – nova embalagem • 1 sab. líquido (100ml) – novo produto • 1 embalagem exclusiva Ekos Sacola em algodão, 18cm x 21cm
SV: R$ 36,00 (sabonete sai de graça) MB: 61,37% Volume: 317.220 Oferta: 406.041 RB: R$ 7.993.944 RB Oferta: 10.232.233
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Biografia vol.2 masculino Composição • 1 desodorante colônia (50ml) – nova embalagem • 1 embalagem P SV: 34,90 Desconto: 15% MB: 49,86% Volume: 368.380 Oferta: 383.115 RB: R$8.999.523 RB Oferta: R$9.359.499
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Biografia feminino Contos de Verão Composição • 1 desodorante colônia (100ml) – novo produto • 1 embalagem de presente (CMV: R$2,67) SV: R$ 53,00 Desconto: 19% MB: 63,37% Volume: 461.742 Oferta: 627.970 RB: R$ 17.130.628 RB Oferta: R$ 23.297.687
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Sève Amêndoas Marcantes Composição • 1 óleo corporal para banho (200ml) novo produto • 1 óleo iluminador pós banho (nova fórmula, 100ml) – novo produto • 1 embalagem de presente (CMV: R$2,67) SV: R$ 51,50 (pós banho sai de graça) MB: 64,38% Volume: 635.122 Oferta: 762.146 RB: R$ 22.896.148 RB Oferta: R$27.475.363
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Ekos Capim-limão
Composição • 1 óleo pós banho (80ml) – novo produto • 1 água de banho (80ml) – nova embalagem • 1 chá de banho (80ml) – nova embalagem • 1 embalagem exclusiva (CMV: R$2,67) SV: R$ 59,00 Desconto: 5,9% MB: 59,52% Volume: 296.934 Oferta: 332.567 RB: R$ 12.263.374 RB Oferta: 13.735.017 pdfMachine A pdf writer that produces quality PDF files with ease! Produce quality PDF files in seconds and preserve the integrity of your original documents. Compatible across nearly all Windows platforms, simply open the document you want to convert, click “print”, select the “Broadgun pdfMachine printer” and that’s it! Get yours now!
Sr.N Cítrico
Composição • 1 desodorante colônia (100ml) – novo produto • 1 desodorante spray (100ml) – novo produto • 1 embalagem de presente (CMV: R$2,67) SV: R$ 63,00 (desodorante sai de graça) MB: 60,27% Volume: 394.513 Oferta: 449.745 RB: R$ 17.398.023 RB Oferta:19.833.755
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Humor 2
Composição • 1 desodorante colônia (75ml) - R • 1 sabonete cremoso (120g) – novo produto • 1 sabonete glicerinado (120g) – novo produto • 1 embalagem de presente (CMV: R$2,67) SV: R$ 73,80 (sabonetes saem de graça) MB: 61,97% Volume: 283.157 Oferta: 413.410 RB: R$ 14.627.891 RB Oferta:R$ 21.356.761
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Humor 5 Composição • 1 desodorante Colônia (65ml) - R • 1 Óleo corporal (120ml) – novo produto • 1 embalagem de presente (CMV: R$2,67) SV: R$ 73,80 (óleo corporal sai de graça) MB: 60,92% Volume: 403.010 Oferta: 515.853
RB: R$ 20.819.497 RB Oferta: R$26.648.966
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Ekos Spa Pitanga Composição • Óleo Trifásico Pitanga 200ml - R • Óleo Esfoliante – novo produto • Sabonete Líquido 300ml – novo produto • Polpa para Mãos - novo produto • Toalha - Brinde • 1 caixa rígida especial (CMV: R$6,00) SV: R$ 157,00 Sobrepreço: R$29,90 (toalha + caixa) MB: 58,66% Volume: 50.649 Oferta: 56.727
RB: R$ 5.566.343 RB Oferta: 6.234.317
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Natura Homem Cromo Composição • 1 desodorante colônia (100ml) - R • 1 shampoo (200ml) – novo produto • 1 condicionador (200ml) – novo produto • 1 sabonete líquido (200ml) – novo produto • 1 desodorante spray (100ml) – novo produto • 1 mala de viagem – Brinde • 1 embalagem de presente (CMV: R$2,67) SV: R$ 159,00 Sobrepreço: R$19,00 (mala de viagem) MB: 49,2% Volume: 64.621 Oferta: 68.498 RB: R$ 7.192.317 RB Oferta: 7.623.827
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Tododia sabonetes Romã e Framboesa Composição • 6 sabonetes em barra (75g cada) novo produto • embalagem exclusiva SV: R$23,50 MB: 51,55% Volume: 2.210.260 RB: R$ 36.358.777
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Naturé
Composição • 1 água colônia de linha (100ml) – R Fragrâncias: Fiu Fiu Mocinhos, Fiu Fiu Mocinhas, Bem Bom Meninos ou Bem Bom Meninas
• 1 toalha de praia – Brinde • 1 embalagem de presente (CMV: R$2,67) Fiu Fiu Bem Bom SV: R$52,30 SV: R$43,90 MB: 49,32% MB: 47,71% Volume: 50.964 Volume: 94.889 Oferta: 61.157 Oferta: 113.867 RB: R$ 1.865.792 RB: R$ 2.915.939 RB Oferta: 2.238.958 RB Oferta: 3.499.133
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Ekos Açaí
Composição • 1 óleo trifásico (200ml) – R • 1 polpa hid. para mãos (75g) novo produto • 1 embalagem exclusiva Sacola em tecido telado, 18cm x 21cm
(CMV: R$2,67)
SV: R$49,90 (hidratante mãos sai de graça) MB: 71,59% Volume: 222.672 Oferta: 338.461 RB: R$ 7.777.933 RB Oferta: R$ 11.822.443
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Faces SuperStilo e Intensa Composição • 1 desodorante colônia (65ml) - R • 1 hidratante corporal (120ml) – novo produto • 1 embalagem de presente (CMV: R$2,67) SV: R$ 55,50 (hidratante sai de graça) MB: 66,99%/65,33% Volume: 317.987 Oferta:470.620 RB: R$ 12.353.795 RB Oferta: R$18.283.587
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Sintonia Masculino
Composição • 1 desodorante Colônia (100ml) - R • 1 creme de barbear (100ml) – novo produto • 1 embalagem de presente (CMV: R$2,67) SV: R$ 74,50 (creme de barbear sai de graça) MB: 62,38% Volume: 184.534 Oferta: 269.420 RB: R$ 9.623.448 RB Oferta: R$14.050.253
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Estratégia Comercial
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2007
Ciclo 14 12/09 - 24/10
Ciclo 15 03/10 - 14/11
Ciclo 16 24/10 - 05/12
Ciclo 17 14/11 - 26/12
Ciclo 1 05/12 - 16/01
Capa
Propaganda
Chronos Passiflora - 09/10 à 04/11 R$ 13.312.682 ( R$ 18,5 MM)
Águas - 02/12 à 08/12 - R$ 1.8 MM Natal - 07/12 à 20/12 - R$ 4,5 MM
Eventos CN Passiflora
Campanha 16 14/09 - 16/10
Campanha 17 04/10 - 06/11
Showroom Natal
Campanha 18 22/10 - 01/12
Natura Águas
Campanha 19 13/11 - 20/12
Natal “Brilho no olhar” :
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Campanha 20 04/12 - 09/01
2008
Ciclo 15 03/10 - 14/11
Ciclo 14 12/09 - 24/10
Ciclo 16 24/10 - 05/12
Ciclo 17 14/11 - 26/12
Ciclo 1 05/12 - 16/01
Lançamento
Propaganda
Feliz Brasil
Chronos Ekos
Eventos CN
Evento de Lançamento Natal
Campanha 16 14/09 - 16/10
Campanha 17 04/10 - 06/11
Campanha 18 22/10 - 01/12
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Campanha 19 13/11 - 20/12
Campanha 20 04/12 - 09/01
2009
Ciclo 14 09/09 - 16/10
Lançamento
Ekos Açaí Kaiak
Propaganda
Eventos CN
Ciclo 15 30/09 - 06/11
40 anos SPFW
Ciclo 16 21/10 - 27/11
Ciclo 17 11/11 - 18/12
Ciclo 18 05/12 - 16/01
Natal
Tododia Verão Kaiak
Festival das Águas
Kaiak
Evento de Lançamento Natal
Kaiak
Campanha 16 14/09 - 16/10
Campanha 17 04/10 - 06/11
ROSTO Solutions AM/PM
Avon Sun UV Care Complex
Campanha 18 22/10 - 01/12
PRÉ NATAL
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Campanha 19 13/11 - 20/12
Campanha 20 04/12 - 09/01
NATAL
NATAL
Natal 2009 Árvore de Indicadores Ativas Natura 1.187.680 1.108.306 2007 887.133 2006 822.103 2005 705.615 2009 2008
2009 2008 2007 2006 2005
Ativas Natal 878.883 740.527 549.398 720.826 507.120
2009 2008 2007 2006 2005
273.626 195.378 193.631 255.684 128.727
Cresc RB 40% 1% -24% 99%
Pontos 87.379 70.406 64.907 96.567 49.365
Cresc Pts 24% 8% -33% 96%
Itens 10.608 6.370 6.044 8.701 3.835
8% 17%
19% 35% -24% 42%
2009 2008 2007
RB
7% 25%
Penetração Natal 11% 74% 8% 67% -29% 62%
Cresc Itens
2006
88%
67%
2005
72%
2009 2008 2007 2006 2005
Itens/CN 12,1 8,6 11,0 12,1 7,6
2009 2008 2007 2006 2005
Pts/Presente 8,2 11,1 10,7 11,1 12,9
22%
5% -31% 127%
2009 2008 2007 2006 2005
Produtividade Natal 5% 99 -20% 95 -12% 118 38% 134 97
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40% -22% -9% 60%
-25% 3% -3% -14%
Natal 2009 Árvore de Indicadores 16 Ativas Natura 637.719 551.458 2007 461.090 2006 423.614 2005 357.824 2009 2008
2009 2008 2007 2006 2005
Ativas Natal 471.912 397.051 335.125 384.422 276.470
2009 2008 2007 2006 2005
202.832 148.935 160.424 175.019 96.637
Cresc RB 36% -7% -8% 81%
Pontos 65.047 52.684 53.707 66.465 37.128
Cresc Pts 23% -2% -19% 79%
Itens 7.527 4.812 5.201 6.021 2.723
20% 9% 18%
19% 18% -13% 39%
2009 2008 2007
RB
16%
Penetração Natal 3% 74% -1% 72% -20% 73%
Cresc Itens
2006
91%
56%
2005
77%
2009 2008 2007 2006 2005
Itens/CN 16,0 12,1 15,5 15,7 9,9
2009 2008 2007 2006 2005
Pts/Presente 8,6 10,9 10,3 11,0 13,6
17%
-7% -14% 121%
2009 2008 2007 2006 2005
Produtividade Natal 4% 138 -17% 133 -7% 160 29% 173 134
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32% -22% -1% 59%
-21% 6% -6% -19%
Natal 2009 Árvore de Indicadores 17 Ativas Natura 549.961 556.848 2007 426.043 2006 398.489 2005 347.791 2009 2008
2009 2008 2007 2006 2005
Ativas Natal 406.971 343.476 214.273 336.404 230.650
2009 2008 2007 2006 2005
70.794 46.443 33.208 80.664 32.089
Cresc RB 52% 40% -59% 151%
Pontos 22.332 17.722 11.200 30.102 12.237
Cresc Pts 26% 58% -63% 146%
Itens 3.081 1.558 844 2.680 1.112
7% 15%
18% 60% -36% 46%
2009 2008 2007
RB
-1% 31%
Penetração Natal 20% 74% 23% 62% -40% 50%
Cresc Itens
2006
84%
98%
2005
66%
27%
85% -69%
2009 2008 2007 2006 2005
Itens/CN 7,6 4,5 3,9 8,0 4,8
2009 2008 2007 2006 2005
Pts/Presente 7,2 11,4 13,3 11,2 11,0
141%
2009 2008 2007 2006 2005
Produtividade Natal 6% 55 -1% 52 -42% 52 69% 89 53
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67% 15% -51% 65%
-36% -14% 18% 2%
Promoções CN em 2008
Gasto total: $ 2.873
Produto Qt dada SV CMV $ Total CAMISETA PROMO SR NATAL 2008 147.414 10,00 5,50 810.777 PRESENTE NATURA TODODIA CEREJA 119.757 23,50 6,59 788.951 PRESENTE TODODIA SABONETES NOZES 110.115 23,50 6,59 725.430 AGUAS DE NATURA CAMPO DE VIOLETAS 150ML 53.933 38,90 4,54 244.678 OLEO SEVE AMENDOAS DOCES 39.871 49,90 3,67 146.327 pdfMachine COLONIA KRISKA FRESIA 21.656 61,00 7,27 157.439 A pdf writer that produces quality PDF files with ease! TOTAL 2.873.602
Planejado $ Planejado Desvio 169.242 930.832 -13% 196.720 1.295.979 -39% 49.180 323.995 124% 82.149 372.687 -34% 64.184 235.557 -38% 22.477 163.409 -4% 3.322.459 -14%
Produce quality PDF files in seconds and preserve the integrity of your original documents. Compatible across nearly all Windows platforms, simply open the document you want to convert, click “print”, select the “Broadgun pdfMachine printer” and that’s it! Get yours now!
Proposta de sarrafos para 2009 RE Sul SPC RJES MG SPI CO NE N * em R$ mil
Gasto total 259.689 232.234 243.229 145.616 270.792 201.488 391.567 161.051 1.905.667
Total: R$ 1.905 -34% x 2008
2009
Total SV: R$ 141,90 Total CMV: 20,30
2008
Total SV: R$ 177,00 Total CMV: 16,90
Sarrafo 120 200 320
O adicional de verba a ser gasta será alocada diretamente pelas URs. Desta forma cada região poderá trabalhar outros sarrafos de acordo com as necessidades locais
Brinde TODODIA-HIDRAT MACADAMIA DESOD CORP AGUAS NATURA-DES CAMPOS VIOLETAS 150ML Kaiak - Pré lançamento
197.538
120 pontos
=
200 pontos
=
+
320 pontos
=
+
pdfMachine A pdf writer that produces quality PDF files with ease! Produce quality PDF files in seconds and preserve the integrity of your original documents. Compatible across nearly all Windows platforms, simply open the document you want to convert, click “print”, select the “Broadgun pdfMachine printer” and that’s it! Get yours now!
CMV 4,85 4,51 10,94
100.774
+ 43.012
Peso do composto
Peso do composto 8,00% 7,15% 7,00% 5,89% 6,00% 5,00%
5,30% 4,61% 2009 2008
4,00% 3,00% 2,00% 1,00% 0,00% 16
17
pdfMachine A pdf writer that produces quality PDF files with ease! Produce quality PDF files in seconds and preserve the integrity of your original documents. Compatible across nearly all Windows platforms, simply open the document you want to convert, click “print”, select the “Broadgun pdfMachine printer” and that’s it! Get yours now!
Comparativo 2009 X 2008 2008
2009
120 pontos
200 pontos
Trabalhando com menos sarrafos teremos maior migração de CNs (como vimos em Mães e Namorados este ano). Sarrafos intermediários ou maiores poderão ser trabalhados localmente.
320 pontos
pdfMachine A pdf writer that produces quality PDF files with ease! Produce quality PDF files in seconds and preserve the integrity of your original documents. Compatible across nearly all Windows platforms, simply open the document you want to convert, click “print”, select the “Broadgun pdfMachine printer” and that’s it! Get yours now!
Dispersão nas estratégias anteriores 45.000
40.000
35.000
Número de CNs
30.000
240pts
25.000
100pts
20.000
160pts 300pts
15.000
80pts 200pts 120pts
10.000
5.000
Pontos em presentes
CNs em Mães
CNs em Namorados
CNs em Natal 2008
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493
481
469
457
445
433
421
409
397
385
373
361
349
337
325
313
301
289
277
265
253
241
229
217
205
193
181
169
157
145
133
121
97
109
85
73
61
49
37
25
13
1
-
Baseline Estojado %RB Baselin Estojado 16,0%
15% 14% 14%
14,0% 12,0% 10%
10,0%
8% 8,0%
7%
6,0% 4%
2009 2008 2007 2006
4%
4,0% 2,0% 0,0% 16
17
RB Baseline Estojado / Estojo 1.800 1.570 1.600 1.400 1.205 1.200 1.030
1.001 1.000 767 699
800 600
758 479
400 200 0 16
pdfMachine A pdf writer that produces quality PDF files with ease! Produce quality PDF files in seconds and preserve the integrity of your original documents. Compatible across nearly all Windows platforms, simply open the document you want to convert, click “print”, select the “Broadgun pdfMachine printer” and that’s it! Get yours now!
17
2009 2008 2007 2006
Consolidados ciclos 15 ao 17 Ciclo 15
Ciclo 16
Ciclo 17
Partic. Natal 2009
0,0%
37,8%
16,9%
Partic. Natal 2008
0,0%
35,2%
11,9%
09 / 08 %
319.084 288.182 233.013 11%
536.771 423.602 407.284 27%
418.626 390.679 291.691 7%
1.274.481 1.102.464 931.988 16%
2009 2008 2007
0 0 0
202.832 148.935 161.577 36%
70.794 46.443 33.324 52%
273.626 195.378 194.901 40%
319.084 288.182 233.013
333.939 274.667 245.707 22%
347.832 344.236 258.367 1%
1.000.855 907.086 737.087 10%
Receita Total Ciclo
Receita Natal
2009 2008 2007
09 / 08 %
Ciclo sem estratégia
2009 2008 2007 09 / 08 %
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Total
Partic. Período
21% 18% 21%
Natal 2009 Participação Regionais DESCRIÇÃO DO ESTOJO Tododia Frutas Vermelhas Sabonete em Penc a Tododia Pêra Ekos Costa do Cac au Biografia Masc Vol 2 Séve (Amêndoas Silvestre) Biografia Feminino (Contos de Verão) Ekos Banho Capim SR. N Cítric o Presente Natura Humor 2 Presente Natura Humor 5 Ekos SPA Pitanga Natura Homem Cromo Tododia Romã e Framboesa) Presente Naturé - Bem Bom Meninos Presente Naturé - Bem Bom Meninas Presente Naturé - Fiu Fiu Mocinhos Presente Naturé - Fiu Fiu Mocinhas Ekos Açaí Fac es Perfumaria - Superstilo Fac es Perfumaria - Intensa Sintonia Masculino BRASIL % Res no Total Brasil
CO
MG
NE
N
RJ ES
SPC
SPI
SUL
BRASIL
270.633 279.841 603.954 208.692 375.097 350.231 445.718 465.833 3.000.000 37.454 33.609 85.009 40.949 59.014 59.023 62.106 68.383 445.548 72.733 75.208 162.314 56.086 100.808 94.125 119.787 125.193 806.255 23.054 23.308 73.343 33.942 42.634 37.313 42.073 41.553 317.220 30.414 27.950 95.652 33.728 43.312 45.188 51.410 40.725 368.380 55.969 59.075 137.168 47.570 98.256 86.055 80.862 70.168 635.122 39.938 36.178 90.415 36.590 54.818 59.671 70.204 73.929 461.742 21.580 21.817 68.653 31.771 39.907 34.927 39.383 38.896 296.934 29.816 33.520 80.107 27.626 54.582 60.581 68.566 39.713 394.513 19.966 20.610 74.156 21.553 33.785 35.182 44.051 33.854 283.157 28.417 29.334 105.544 30.676 48.085 50.074 62.696 48.183 403.010 3.879 3.755 11.007 5.157 6.773 6.216 6.835 7.026 50.649 5.769 6.052 11.913 5.239 7.288 8.350 10.771 9.239 64.621 199.390 206.174 444.965 153.754 276.354 258.034 328.384 343.204 2.210.260 4.171 3.972 9.833 3.855 5.784 5.983 7.277 6.429 47.303 4.196 3.996 9.892 3.878 5.819 6.019 7.320 6.467 47.586 2.180 2.076 5.140 2.015 3.024 3.127 3.804 3.360 24.726 2.313 2.203 5.454 2.138 3.209 3.319 4.036 3.566 26.238 16.183 16.361 51.483 23.825 29.927 26.192 29.533 29.168 222.672 13.954 9.947 27.846 15.043 15.436 18.583 19.859 21.939 142.607 17.161 12.233 34.245 18.500 18.983 22.853 24.423 26.981 175.379 13.521 13.877 49.012 15.354 21.515 23.714 26.586 20.954 184.534 912.691 921.097 2.237.105 817.943 1.344.409 1.294.763 1.555.685 1.524.764 10.608.457 8,6% 8,7% 21,1% 7,7% 12,7% 12,2% 14,7% 14,4% 100,0%
Alinhando com Regiões e Marcas estimativa, oferta sugerida para cada presente e sarrafos (institucional e paroquiais) pdfMachine A pdf writer that produces quality PDF files with ease! Produce quality PDF files in seconds and preserve the integrity of your original documents. Compatible across nearly all Windows platforms, simply open the document you want to convert, click “print”, select the “Broadgun pdfMachine printer” and that’s it! Get yours now!
DRE
pdfMachine A pdf writer that produces quality PDF files with ease! Produce quality PDF files in seconds and preserve the integrity of your original documents. Compatible across nearly all Windows platforms, simply open the document you want to convert, click “print”, select the “Broadgun pdfMachine printer” and that’s it! Get yours now!
DRE NATAL
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Demonstrativo de resultados
custo
2008 16,5 x 23cm Folheto com 32 páginas + CN com 8 4 por CN GR: 50% disponíveis 3.418.145 1.694.902
2009 11,5 x 16,5 cm Folheto com 32 páginas + CN com 8 2 por CN GR: 50% disponíveis 2.170.000 1.406.903
formato páginas
16,5 x 23cm RN= 24 páginas adicionais
16,5 x 23cm RN= 24 páginas adicionais
formato páginas 15
16
tiragem
tiragem custo
R$
2.230.494
654.261,13
944.638
16,5 x 23cm RN=16 páginas adicionais + CN adicional de 4 páginas
formato páginas 17 tiragem custo
2.122.766
R$
16,5 x 23cm RN=16 páginas adicionais + CN adicional de 4 páginas
2.605.590
2.248.185
742.377,15
894.013
R$ 3.091.540,42
R$ 3.245.554,00
pdfMachine A pdf writer that produces quality PDF files with ease! Produce quality PDF files in seconds and preserve the integrity of your original documents. Compatible across nearly all Windows platforms, simply open the document you want to convert, click “print”, select the “Broadgun pdfMachine printer” and that’s it! Get yours now!
Proposta Folheto
Folheto: 24 páginas 5 duplas e 8 simples => 13 Presentes 1 dupla para Caixa 1 Capa 2 páginas para Anúncio 1 página para 4 a capa
pdfMachine A pdf writer that produces quality PDF files with ease! Produce quality PDF files in seconds and preserve the integrity of your original documents. Compatible across nearly all Windows platforms, simply open the document you want to convert, click “print”, select the “Broadgun pdfMachine printer” and that’s it! Get yours now!
Proposta Folheto
Folheto: 20 páginas 2 duplas e 11 simples => 13 Presentes 1 página Caixa 1 Capa 2 páginas para Anúncio 1 página para 4 a capa
pdfMachine A pdf writer that produces quality PDF files with ease! Produce quality PDF files in seconds and preserve the integrity of your original documents. Compatible across nearly all Windows platforms, simply open the document you want to convert, click “print”, select the “Broadgun pdfMachine printer” and that’s it! Get yours now!
Próximos Passos Junho - Cotação da Caixa 04/06/09 – Briefing Taterka 09/06/09 - Avaliação dos riscos (projeto + estimativa) => menor impacto de INA 10/06/09 - Apresentação para Regionais do CPM Triciclal 15/06/09 - Aprovações de VF nos CIs de cada Unidade (só falta Natura Homem) 01/07/09 – Pré CPM de Apresentação Ciclo 16 03/07/09 – CPM de Apresentação Ciclo 16 (ainda alinhando com regionais) 03/07/09 – Debriefing Taterka 20/07/09 - Aprovação de VF no CP 22/07/07 - Pré CPM de Validação Ciclo 16 ((com a construção da ativação regional) 28/07/09 – CPM de Validação Ciclo 16 04/08/09 – Reunião de Pauta 15/09/09 – Faturamento Encontro Natura 21/10/09 – Abertura de Vendas (1a Região) 28/10/09 - Abertura de Vendas (2a Região) pdfMachine 04/11/09 - Abertura de Vendas (3a Região)
A pdf writer that produces quality PDF files with ease! Produce quality PDF files in seconds and preserve the integrity of your original documents. Compatible across nearly all Windows platforms, simply open the document you want to convert, click “print”, select the “Broadgun pdfMachine printer” and that’s it! Get yours now!