Product Launch Cosmetics in Russia

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D0R36A International Marketing
Individual exam paper Evaluation: Prof. Dr. Pierre Francois
Throughout this paper, an insight will be provided in how to enter a B.R.I.C. – market with a skincare product. This paper will focus on Russia as one of the emerging economies and a country in transition to integration in international associations. Yannick Peeters 08/12/2010

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CONTENTS
ABOUT THE ASSIGNMENT ...................................................................................................................................... 4 ASSIGNMENT OUTLINE.....................................................................................................................................................4 STRUCTURE OF THE PAPER ................................................................................................................................................ 4

ABOUT AVEDA ....................................................................................................................................................... 5 COMPANY SNAPSHOT ......................................................................................................................................................5 Company mission and sustainable values .............................................................................................................5 Company activity ..................................................................................................................................................7 Competitive landscape ..........................................................................................................................................8 Strategic analysis ..................................................................................................................................................9 company international expansion.......................................................................................................................13 company target audience ...................................................................................................................................15 COMPANY FINANCIAL PROFILE ......................................................................................................................................... 15

company financial structure ...............................................................................................................................15 Company Structure .............................................................................................................................................17 AVEDA NEW MARKET ENTRY: RUSSIAN FEDERATION .......................................................................................... 18 MARCO-ECONOMIC DETERMINANTS ................................................................................................................................18 National Economic situation ...............................................................................................................................18 Demographic information ...................................................................................................................................20 purchasing power of russian people ...................................................................................................................23 foreign direct investment analysis russia ............................................................................................................26 SKINCARE MARKET OVERVIEW ......................................................................................................................................... 27 CUSTOMER ANALYSIS ..................................................................................................................................................... 28

who is our customer in russia?...
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