The Board of Directors meeting discussed Hazel's failing annual sales growth and outdated distribution system. A new strategy was proposed to improve direct sales and distribution, restyle Hazel as a premium brand through mission statements, and create four new brands targeted at different age groups and a new web shop.

1. Q4 Board of Directors meeting

2. Hazel

Annual sales growth <1.5%
Direct sales only 7% of total market
Distribution system is old fashioned
Current strategy is failing

3. New strategy

Improve
Restyle
Create

4. Improve

Direct sales
Electronic distribution system
Keep elderly customers

5. Restyle

Premium quality
Long term: cost efficient premium
Mission statements:
 We put a smile on the people’s faces. So don’t
hesitate. Buy Hazel.
 It’s amazing. It’s Hazel.

6. Create

Get rid of old brands. Create four new ones.
 Men’s brand (Adolescent)
 Teenage girls
 Middle aged women
 Elderly women
Web Shop

7. Logo


8. New Product


9. Advertisement


10. Summary

Improve
 Direct sales, distribution
Restyle
 Premium
 Mission statements
Create
 Four new Brands
 Web shop