The goal is to carry out 15 of sales by 2010

My friend David Barroux propose to write an article for "Les echos" in honour of the women's day.

"David, I know nothing to the economy."

"Confessions of a Radin" must still be know something. Moreover you can write a political article, if you prefer: on elections, for example.

What elections

It was to, discouraged.

"Well, I want, I say." But you have to put me to the perfume.

It has taken me to the word. It is leads me to a press conference of Coty, world of fragrance. Coty Never heard. I know but l ' Oréal, Estée Lauder, LVMH. The founder is a Frenchman, François Coty, who created his company in 1904 and ensured its success by an intuition of Engineering: is the bottle which is the perfume. It is is located in the United States in the 1920s and then returned to France start a fascist party banned under the Popular Front (learned me Google). The company today is American; the head office in Paris; the capital of the company, non-traded German (Joh.) A. Benckiser).

Three major principles

The dynamic German CEO Bernd Beetz, practice for thirty years the sport of rowing and conducts his business as a team of rowers. It has three principles: 1) know who does what; (2) does not burn its forces at the outset and to train for the long distance; (3) give the power to the rowers and excite them. It boasts of running a business or 85 of employees feel proud to work for it and "committed". (The rest falls into the water.)

Good student, I take notes on the balance sheet of the five years since that Bernd Beetz became CEO. A few figures. On the world market of perfume, Coty went from sixth to first place. Net revenues rose 1.4 billion to 2.9 billion. If I do not know Coty, it is because the company mainly specialized in the mass market: the share of the luxury in its activities is now 55 (instead of 35). Coty occupies third place on the world market of luxury (instead of the eighth) behind l ' Oréal and LVMH perfumes, and the eighth on the world market of cosmetics (instead of the thirteenth). For 2005 only, the growth was 38. In 2005, Bernd Beetz bought branch fragrance of Unilever for $ 800 million to acquire the Calvin Klein brand. In a year, he revitalized CK, whose sales increased by 16 and $ 610 million.

The reasons of success A strategy which is based on the division between three kinds of marks: the designer brands, such as Cerruti and Calvin Klein, celebrities-marks-marks "lifestyle", such as Adidas. Celebrity brands are the great invention of Bernd Beetz, who was able to continue the intuition of the founder (this is the bottle which...). When Coty launched a perfume with Jennifer Lopez three years ago, competitors did not believed. The success was immediate. Now Coty is poised to launch RSVP of Kenneth Cole, played by Ron Bon Jovi rocker.

After such success, what are the objectives for 2010 Reach 5 billions of dollars in sales, developing products parapharmaceutical or bio, and mostly in introducing on the market of cosmetics in Asia. With Japan, Bernd Beetz is associated with the Japanese giant Kose to launch the Rimmel brand. The Asian part of Coty is now only 4. The goal is to carry out 15 of sales by 2010.

"David, what is the point of an article where it says nothing about bad".

They are given five years, Catherine, and back see if they arrived at port or if they paddle.