Analyzing and Planning on Expanding Overseas Cosmetics Market

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Analyzing and Planning on
Expanding Overseas Cosmetics Market

Prepared by: Tuo Du

CONTENTS

ABSTRACT…………………………………………………….3

INTRODUCTION………………………………………………4 Australian situation……………………………………4 Others situation………………………………………..5

MARKETING STRATEGY……………………………………9 Market Positioning……………………………………..9 Product Strategy………………………………………..9 Price Strategy………………………………………….10 Product Distribution…………………………………...10 Market Promotion……………………………………...11

COSMETICS FOR MAN………………………………………12

COSMETICS TREND………………………………………….13

CONCLUSION………………………………………………….13

REFERENCES…………………………………………………..14

ABSTRACT
Cosmetic industry, perfume and personal care products can trace back to 16h century, ancient Roman and ancient Egyptian spread balm on to their bodies and even on their weapons. It also lights up our colorful daily life According to the analysis report of Euromonitor International, the value of cosmetics industry in year 2007 climbed up to US$290.90 billion (Euromonitor, 2008). This figure is still continually reaches a higher amount than previous year. It is the industry that not seriously influenced by the financial crisis staring at the late 2007. As a cosmetic company in Australia, we have full of interests aiming to the global market after the recovery of recent financial crisis. We have 4 developed countries the select from as our next market targets, Japan, France, Germany and Italy. These four countries are all known as both the large consumers and manufacturers.

INTRODUCTION
Cosmetic industry, perfume and personal care products can trace back to 16h century, ancient Roman and ancient Egyptian spread balm on to their bodies and even on their weapons. It also lights up our colorful daily life According to the analysis report of Euromonitor International, the value of cosmetics industry in year 2007 climbed up to US$290.90 billion (Perez, 2008). This figure is still continually reaches a higher amount than previous year. It is the industry that not seriously influenced by the financial crisis staring at the late 2007. As a cosmetic company in Australia, we have full of interests aiming to the global market after the recovery of recent financial crisis. We have 4 developed countries the select from as our next market targets, Japan, France, Germany and Italy. These four countries are all known as both the large consumers and manufacturers. In this report I would provide my point of view based on my research and discuss the most reasonable marketing approach in a particular country within these four. First of all, the target country we are going to market our products should be decided by analyzing the strength and weakness. After this, marketing plan and strategy would be mapped out, including the entry mode, target customers, product positioning and so on.

The history of Australian cosmetic is much shorter than other big countries’ like France and Japan. Thus, our brands are not well known globally as L’Oreal or Shiseido. However, we have our own exclusive strength. The mainly cosmetic product made in Australia is skin-care series. ‘Safe and effect, natural and healthy’ is the consistent policy. Sheep placenta, aloe, lanolin, squalen and lavende are usually used by Australian as the esteemed raw material of products. Jurlique and Aespop are the two big and most famous cosmetic brands in Australia. Jurlique founded in 1985, headquarter is located in Adelaide. After the founder’s research, he finally worked out the method to keep the nutrient substance from the plant. This innovation was seemed as the alchemy in cosmetic industry. From then on, Australian biological technology used in cosmetics stays at the industry leading level. The government’s budget allocation each year on this kind of field is substantial. Aesop is called the ‘Aesop’s Fables in bottle’ with the simple and...
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