International Marketing Plan

Olay, Guangzhou, Cosmetics


Total Effects Anti-Aging Anti-Blemish Daily Cleanser

June 9, 2008
DeVry University Online
Table of Contents

Product Description1
Goals and Strategy4
Target Market8
Channels of Distribution16
Advertising, Sales Promotions, PR Plans21
Budget for 3 Years24

Product Description

Anti-aging, how to look younger, must be beautiful, you are not old. These are images that a woman sees on a daily basis. The magazines, Television commercials and even family will tell you that you have grey streaks or wrinkles. When did these things become bad? In an article of Psychology Today (Scarf Merrell, 1996);

“Baby boomers have both masterminded--and fallen victim to--an anti-aging epidemic far more virulent than the average case of mass hysteria. It isn't simply that we're trying to exercise and eat our way to longer, healthier lives. Sales are up dramatically across the gamut of age-fighting weaponry, from wrinkle creams to collagen injections to cosmetic surgery”

Anti-aging products are on the rise, people want to look younger and defy aging. This trend according to Cosmetic (2007)

“Skincare products including anti-ageing, acne and sun care products will continue to dominate cosmeceutical product demand, accounting for nearly 60% of the total in 2007. Annual growth of 7.8 percent is projected.”

Based on these date the product of choice is Total Effects Anti-Aging Anti-Blemish Daily Cleanser. This product is a daily cleanser for women from the Oil of Olay product line. From the actually Oil of Olay website this product is suppose to reserve the signs of aging. This product claims that there are seven signs of aging and what are they? The website regarding Feminist called the F Word states (Redfern, 2001)

“According to the cosmetic company Olay,...
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