Strategic Marketing Plan
Exporting Rituals to India
Table of Contents
1.3Main research question5
1.5Missions and Goals5
2(Current) External analysis6
2.1.4Customer characteristics and behavior7
2.2Environmental / Trend Analysis7
2.2.1DESTEP analysis European Union7
2.2.2Industry Analysis (5 competitive forces of Porter)9
3.3Value chain analysis15
4.2The most relevant confrontations29
5.1(Future) International Environment analysis: Sales Funnel model30
5.2(Prospect) Country Analysis31
6.2External market analysis India35
6.2.4Customer characteristics and behavior37
6.4Market entry strategy39
6.4.2DIRECT EXPORT 39
7Operational Marketing Mix plan41
7.1International Product Mix:41
7.1.2International Price Mix:41
7.2International Price Mix:41
7.3International Distribution Mix:42
7.4International Promotion Mix:43
8.2Product market combinations45
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.
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...