HANZ DE FUKO - POLAND
By: Cang Pham & Hanh Nguyen
 Started in San Francisco – February 2009
 CEO – David Alfonso
 COO – Christopher Zent
 Concept – “One of A Kind”
 Made in U.S.A
POLAND
 Population = 38.54 million inhabitants
 6th largest country in Europe
 70th largest in the world
 Capital – Warsaw (1.7 million inhabitants)
 Official language is Polish
 Currency is
Zloty (PLN)
OTHER CITIES
Lódź (782,000)
 Kraków (758,000)
 Wrocław (639,000)
 Poznań (576,000)
 Gdańsk (462,000)
 Szczecin (415,000)
MARKET OVERVIEW
 Adopt privatization and economic liberalization
 Export partners:
 Germany, the UK, the Czech Rep., France, Italy, the Netherlands, and Russia
 Economy Sector:
 Services (63%), Manufacturing (33.3%), and Agriculture (3.6%)
 United States and Poland
 GDP growth 20% from 2008 – 2013
ECONOMIC POSITION
 2015, Economic freedom score is 68.6
 42nd freest in the world
 GDP = $815.5 billion
 GDP per Capita = $21,214
 Unemployment is 10.4%
 Inflation = 0.9%
ELECTRONIC COMMERCE
 Over 70% have Internet access
 72% conduct online transactions
 M-commerce
 28% of smartphones users visit online shops
 E-commerce growth 20% per year
 2013, Poles spent $8.4 billion online
HANZ DE FUKO QUICKSAND
 Increasing the use of beauty products from herbs and natural
ingredients
 High demand of grooming and fashion in Poland.
 Competitors: Procter & Gamble, L’oreal
 Opportunity to develop a premium hair product  Hanz de Fuko
has marked a good market for organic treatments, “one of a kind”
hair care products.
DISTRIBUTION & SHIPPING
 Shipping by airplane (2-3 weeks) to Warsaw.
 Sephora : 50 bottle to every Sephora store (about 17
stores)
 Hair salons : 15 bottles to one hair salons (about 10
salons)
 Giving 1,000 sample size of Hanz de Fuko for free purchase
gifts.
PRICING & COSTS
 One of the best selling of the product line: Hanz de Fuko Quicksand (hair gel style)
 Quantity: 60ml
 Price: €15.96
 Direct of cost sales: € 5,470
 Sephora Discounts: € 4,950 -- (€ 4.95 per unit)
 Hair Salon Discounts: €593 -- (€ 3.95 per unit)
 Sample products: €2,000 -- (€2/unit)
 Shipping cost:
€1,000 -- (1,000 unit)
 Sticky note: €500
 Net profit: € 1,437
=> €1.5/unit (10% ROI)
PROMOTION
 Personal selling: hair salon’s dealers
 Social media: Facebook, Twitter, Pinterest,YouTube,…
(feedbacks, ratings)
 Coupons: 10% of €50 purchase =>encourage the
purchase or sale of our products for the first launching
YOUTUBE
 DanielAlfonsotv – 91,365 subs & over 9.9 million views
 BluMaan – 207, 010 subs & over 12.8 million views
 TheGentlemansCove – 119,401 subs & over 7.5 million views
 TheSalonGuy – 130,465 subs & over 17 million views