2. OBJECTIVE
• CREATE A DESTINATION STORE WITH A SPECIFIC CONSUMER IN
MIND
• FACILITATE PARTNERSHIPS AS THE ENABLER OF THE CONCEPT,
THEREBY SECURING TOTAL BUY-IN
• LAUNCH THE FIRST FULL, CHAIN-WIDE ORGANIC RANGE OF
BATH AND BODY PRODUCTS, TOILETRIES AND GIFTING
• CREATE A NATURAL EXTENSION TO THE ORGANIC FOODS
CATEGORY
• REINFORCE THE “MOM AND CHILD BONDING” EXPERIENCE THAT
WE WILL DEFINE WITH “COOKING WITH MOM”
3. TARGET MARKET
• PREDOMINANTLY TARGETED AT MOMS AND BABIES,
BUT EXTENDS TO:
– PREGNANCY
• TARGETING DADS, FOR MOM
– BABY SHOWERS
– BIRTHING CELEBRATIONS
– GIFTING FOR BOTH MOMS AND BABIES
– SPECIAL OCCASIONS
• MOTHER'S DAY
4. DISTRIBUTION
• OUR CHOICE RETAILER FOR THE LAUNCH OF THIS INITIATIVE, WE
WOULD ENSURE, WOULD QUALIFY FOR THE FOLLOWING RENOWNED
CHARACTERISTICS
– INVESTMENT
– PASSION & DEDICATION
– EFFORT
– RESPECT FOR INTERNATIONAL BRANDS
– FOLLOW THROUGH
• EDCON GROUP OWN THE STRONGEST SELECTION OF DEPARTMENT
STORES IN SOUTH AFRICA
• SELECTED EDGARS STORES WOULD BE OUR FOCUS
• THEIR CURRENT FOOTPRINT ID 346 STORES, NATIONWIDE AND
ACROSS-BORDERS
5. THE CONCEPT
• OUR INTENTION IS TO APPROACH EDGARS WITH THE AIM OF
CREATING “CONCEPT STORES”
• THE CONCEPT IS PRIMARILY (BUT NOT EXCLUSIVELY) FOCUSSED
ON THE RELATIONSHIP BETWEEN MOM AND HER NEW BORN
• WE ANTICIPATE THE BULK OF THE RANGE TO COMPRISE OF
TOILETRIES, BUT ALSO FORESEE THE INCLUSION OF “GIFTING
ITEMS” TO COMPLIMENT AND COMPLETE, E.G.:
– CONFECTIONERY (ORGANIC, BRIDGING THE CATEGORIES)
– ACCESSORIES
• THE CONCEPT WILL ADD MOMENTUM TO OCCASION GIFTING
IDEAS
