A recent search engine called ‘Ecosia' is already dealing with re-greening the planet by using adverts to finance the replantation of trees in Madagascar, Burkina Faso and Peru. This German Google extension has successfully been experienced, which make us believe the project is viable and feasible. Thanks to the “One Product One Tree” plan, the client has the instantaneous feeling to participate to greener world and knows exactly where his money is going.
The challenging side of implementing Nature & Decouvertes in Amsterdam is the obvious French connotation. The brand name might not be explicit enough for passers-by to enter into the shop. We are then confronted to a dilemma of developing the brand regardless the lack of meaning, or changing in for Natuur & Vinden. In order to introduce the brand as an eco-responsible actor, we believe in the power of BtoC marketing. As one of the biggest Dutch attraction in Amsterdam is the floral market open every day under tarpaulin, we suggest an ephemeral appearance a month before the opening of the store to present the concept and what’s hidden behind. In terms of marketing legal restriction, packaging, advertising and content information, The Netherland has a great proximity to France, meaning the product won’t be subjected to many product, communication or marketing change. Yet, the French brand decided to widen its distribution channel and go toward Fnac, a large French retail chain selling cultural and electronic products, Blokker Dutch equivalent. To boost visibility, it appears as a great opportunity to seize, however Blokker isn’t environmental-oriented and used to partner with big multinational brands such as Phillips o Nova. The concept will be hard to be sold in the middle of high-tech products and doesn’t belong at all to the brand image.
VIII) Funding
N&D have always set up its store using its own funds and have successfully manage the implementation of more than 89 stores. Thus, the company acquired sufficient knowledge and should pursue the same strategy in the chosen market. N&D are healthy and cash rich company as you can see in the table below company have cash due to years it is increasing into 2014 companies net income was 5612700 Euro but in 2015 net income has increased to 5717500. Unfortunately we don't have access to company's cash flow, and we can't see where exactly money comes from. But we assume that company can finance by themselves new market entry.
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