Rituals: Strategic Marketing Plan Into Asia

Only available on StudyMode
  • Pages : 46 (13263 words )
  • Download(s) : 232
  • Published : April 14, 2013
Open Document
Text Preview
08
Fall

Rituals:
Strategic Marketing Plan
Exporting Rituals to India

Table of Contents
1Introduction4
1.1Background4
1.2Problem statement4
1.3Main research question5
1.4Sub questions5
1.5Missions and Goals5
2(Current) External analysis6
2.1Market Analysis6
2.1.1Total market6
2.1.2Market segmentation7
2.1.3Target group7
2.1.4Customer characteristics and behavior7
2.1.5Positioning7
2.2Environmental / Trend Analysis7
2.2.1DESTEP analysis European Union7
2.2.2Industry Analysis (5 competitive forces of Porter)9
2.3Competitor analysis11
2.4Distribution analysis11
2.5Vendor analysis12
3Internal analysis13
3.17 S-model13
3.2Abell model14
3.3Value chain analysis15
3.3.1Support Activities:16
3.3.2Primary Activities17
3.418
3.5Marketing Mix18
3.5.1Product18
3.5.2Price20
3.5.3Place20
3.5.4Promotion21
3.6Financial analysis21
4SWOT25
4.1Confrontation matrix27
4.2The most relevant confrontations29
5Marketing Goals30
5.1(Future) International Environment analysis: Sales Funnel model30
5.2(Prospect) Country Analysis31
5.2.1DESTEP analysis31
6Strategic plan33
6.1Country Selection33
6.2External market analysis India35
6.2.1Total market35
6.2.2Market segmentation36
6.2.3Target group37
6.2.4Customer characteristics and behavior37
6.2.5Positioning37
6.3Expansion Strategy38
6.3.1Sprinkler strategy38
6.3.2Waterfall strategy39
6.4Market entry strategy39
6.4.1INDIRECT EXPORT39
6.4.2DIRECT EXPORT 
39
7Operational Marketing Mix plan41
7.1International Product Mix:41
7.1.1Goals41
7.1.2International Price Mix:41
7.2International Price Mix:41
7.2.1Goals41
7.3International Distribution Mix:42
7.3.1Goals42
7.3.2Strategies42
7.4International Promotion Mix:43
7.4.1Goals43
7.4.2Strategies43
7.4.3Budget44
8Implementation45
8.1Target group45
8.2Product market combinations45
9Conclusion46
10Sources47
11Appendix48

Introduction

Background

Rituals is a Dutch company focused on the cosmetic market. The company was founded by Mr. Raymond Cloosterman in 2000 and soon became the first brand in the world to pioneer a combination of luxury Home and Body cosmetics.

The company develops high quality products, which range from body and facial care to organic cotton ware, candles and more.

Rituals value their customers who have high standards when it comes to personal care and their caring attitude towards others and the environment. Therefore, they using natural, renewable and organic ingredients to produce their products; and using safe alternatives for anything that nature cannot provide.

Everything Rituals does, is linked with their philosophy. Their philosophy is as follows:

“Happiness can be found in the smallest of things.”

With this philosophy, Rituals want to indicate that they aim to create an affordable prestige brand that combines home and body cosmetics.

Due to their success, Rituals started to expend their business international. With their first retail store opened in Kalverstraat, they soon spread their success across 14 countries (Europe and Brazil) with approximately 220 retail stores, 400 shop-in-shops and 5 city spas.

Now, since they are in the middle of expending themselves internationally, we decided to research and see what Rituals’ opportunities are on the Asian market.

Problem statement

Rituals’ focus on international markets just started recently. They already expended themselves in 13 countries in Europe and Brazil; however, they haven’t entered any Asian market yet. So we assume that they have little to no experience regarding how business works in the East.

Fortunately, aiming for the Indian market will make it a bit easier due to the fact...
tracking img