Strengths: The biggest strength of this company is the uniqueness of the product.

Indeed, even if the company has a wide range of direct competitors (Skinny Dip, Fairy Secrets, Element Tree) is 2 in 1 candle is still an uncommon product. The uniqueness of the product can attract the curiosity of prospect customers and therefore stay ahead of their competitors. The beauty market is a growing market despite the high concentration of companies. Indeed, according to Kline1 sales of the hand and body lotions category have grown at a CAGR of 1.4% from $1.9 million in 2006 to $2.1 million in 2012. Additionally to that body lotion is a very used product, as a Mintel research had shown 81% of beauty product consumers use body lotion and 89% use 89%.2 Moreover the men beauty product market is still booming and there are some market shares left. Indeed, according to a Mintel marketing study 7% of American males use anti-ageing products and 59% of American men think that 59% care product can boost their self-confidence.3 The market of personal care product for men has increased, it represented 4% of the sales in 2007 and now it increased up to 12% in 2012 to reach 3 billion dollars.4 Furthermore candles market is also a prosperous market, 7 out of 10 households own a candle and 90% of buyers are women5, so a combined product is logical and can be successful. The organic ingredients, the natural designed packaging and the features of this candle, is also a strength, as shown in the Mintel research nearly one-third6 of the consumers are seeking all organic products. Plus, these past few years articles pointed the harmful effect of candles especially because of their non natural features. But this product is safe because organic but also because it does not damage the skin or burn it. However concretes advantages are seen as important, thereby 61%7 of users are interested in extra moisture and 30%8 in anti-aging qualities, yet Creative Energys candles are nourishing to the skin that last all day long, and have some anti-aging components. Everything in the product is studied to relax the owners of the candle. By targeting upper end consumers, Creative Energy enters a promising market, a Mintels study has shown in 2007 that luxury candles success rises year after year: the segment rose from $132 million in sales [in 2004] to hit $772 million9 in 2006. By creating a sense of luxury, the company also creates this privilege atmosphere with their candles that can be appealing to the customers. More than a good product, Energy Creative is also a promising company. The CEOs understood that to succeed in this competitive field they should create a relationship with the customer in order to have a loyal clientele. On their website we can notice that all their products reviews are positive. Moreover they are used to consumer shows in different markets throughout the United States so they were able to create a relationship. This loyal relationship with
1 Kline Group (2012) hand and body lotions use US : Kline website 2 Mintel (2012) Body care report 2012 US Chicago : Mintel 3 Mintel (2013) Beauty and personal care product launches targeted to men increase by 70%over the past six yearsUS Chicago: Mintel 4 Mintel (2013) Beauty and personal care product launches targeted to men increase by 70%over the past six yearsUS Chicago: Mintel 5 National Candle Association (2013) Facts And Figures about Candles US : National Candle Association Website 6 Mintel (2012) Body care report 2012 US Chicago : Mintel 7 Mintel (2012) Body care report 2012 US Chicago : Mintel 8 Mintel (2012) Body care report 2012 US Chicago : Mintel 9 Mintel (2007) $2.3 Billion Candle Market's Flame Not Flickering Brightly marketresearchworld.net

their buyers can help them to escape from what a Mintel study says: No loyalty in lotion. They also have found a good balance between choice of products and overwhelming product line. Plus, the CEOs know the market; they started the company in 2008 and have learned from their mistakes and their experience in the market. They already have retailers, suppliers and customers; those are relations that can be useful in the future. Creative Energy is well implanted in the continental United States and it has still a lot of opportunity to take and to build. In addition, the founders have great and innovative ideas that will help them to distinguish themselves from their competitors. The producing price is very low thus it permits the company to have a reasonable gross margin, indeed it their margins are between 54 and 65%. However even if their gross margin is important, the retail price is still affordable, they start at 8$ for the small tin and the biggest candles price is 24$. The product is easily marketable on the Internet, plus, using the social medias and new technology can help them to be known nationally or even internationally. The creation of a website is a indispensable nowadays and Creative Energy is not an exception to the rule. The design and the components of this website help the visitors to relate to her story and to her. Consequently, the company creates more than a professional relationship with the customer. The solidity of the glass helps shipping the product wherever they need to. Last but not least, the CEOs have already met a celebrity that helped them to promote the product and make it known. Therefore there is an opportunity of celebrity endorsement for this product.

PPT Bullet points:

Uniqueness of the Product: o 2 in 1 product can attract the curiosity of potential customers Female market huge and male personal care products market is booming Creative Energy built a solid relationship with their partners o Customers o Suppliers o Retailers Important gross margin o Between 54 and 65% depending on the product

MLA citing sources: Kline Group, hand and body lotion use, klinegroup.com, 2012. Web. September 2013. Mintel, Body Care Report 2012, mintel.com, 2012. Web. September 2013. Mintel Beauty and personal care product launches targeted to men increase by 70%over the past six years , mintel.com, 2013. Web. September 2013 National Candle Association, Facts And Figures about Candles , candles.org, 2013. Web. September 2013

Mintel (2007) $2.3 Billion Candle Market's Flame Not Flickering Brightly, marketresearchworld.net, 2007.Web. September 2013 marketresearchworld.net
Satalkar, Bhakti. Water Aerobics. Buzzle.com. Buzzle.com, 15 July 2010. Web. 16 July 2010. <www.buzzle.com>. Website Article A collection of online informational pages on the world wide web that typically covers related topics Structure: Last, First M. Article Title. Website Title. Website Publisher, Date Month Year Published. Web. Date Month Year Accessed. <URL>. *URL Note: URL is optional unless the source cannot be located without it or if required by your instructor.