Male Cosmetics in China
A Marketing Plan - D104 | Male Cosmetics in China | L’Oreal Paris Men Expert |
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Table of Contents 1. Executive Summary 2 2. Situation/Environmental Analysis 3 2.1 SWOT Analysis 3 3.2 PEST Analysis 4 3. Marketing Objectives 5
4. Marketing Strategy 6
4.1 Target Market Selection 6
4.2 Target Market Profile 7 5. Marketing Mix Decisions 8
5.1 Product Decisions 8
5.2 Pricing Decisions 9
5.3 Placement Decisions 9
5.4 Promotion Decisions 10
6. Implementation & Evaluation 11
6.1 Action Plan & Task Schedule 11
6.2 Evaluation & Control Plan 12
6.3 Contingency Plan 12
6.4 Cost-Benefit Analysis 12
6.5 Budget & Financial Analysis 13
7. Bibliography 14
1: Executive Summary L’Oreal Paris is a division of L’Oreal Corporation that offers cosmetics for men and women. Their product line, Men Expert, is created specifically to target common male skin problems. L’Oreal Paris Men Expert consists of 12 diverse skin care products that enable men to have the best complexion that they possibly can. The marketing strategy will be based on targeting young, middle-class urban males in China who are interested in their appearance. Through marketing tactics like guerrilla marketing, L’Oreal Paris hopes to create brand awareness within the Chinese male market in the first six months upon entry into the Chinese market. With a steady growth in disposable income for males in urban cities, they will become potentially be the largest consumer segment in the world which could boost L’Oreal Paris market shares. By developing brand loyalty now, L’Oreal Paris will be able to capitalize on the growing demand for male skin care. As L’Oreal Paris already holds a strong brand image with their female product lines, it may be easier to establish a new product line on the basis of their established quality. Although there are three possible competitors to L’Oreal Paris, the company hopes
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Table of Contents 1. Executive Summary 2 2. Situation/Environmental Analysis 3 2.1 SWOT Analysis 3 3.2 PEST Analysis 4 3. Marketing Objectives 5
4. Marketing Strategy 6
4.1 Target Market Selection 6
4.2 Target Market Profile 7 5. Marketing Mix Decisions 8
5.1 Product Decisions 8
5.2 Pricing Decisions 9
5.3 Placement Decisions 9
5.4 Promotion Decisions 10
6. Implementation & Evaluation 11
6.1 Action Plan & Task Schedule 11
6.2 Evaluation & Control Plan 12
6.3 Contingency Plan 12
6.4 Cost-Benefit Analysis 12
6.5 Budget & Financial Analysis 13
7. Bibliography 14
1: Executive Summary L’Oreal Paris is a division of L’Oreal Corporation that offers cosmetics for men and women. Their product line, Men Expert, is created specifically to target common male skin problems. L’Oreal Paris Men Expert consists of 12 diverse skin care products that enable men to have the best complexion that they possibly can. The marketing strategy will be based on targeting young, middle-class urban males in China who are interested in their appearance. Through marketing tactics like guerrilla marketing, L’Oreal Paris hopes to create brand awareness within the Chinese male market in the first six months upon entry into the Chinese market. With a steady growth in disposable income for males in urban cities, they will become potentially be the largest consumer segment in the world which could boost L’Oreal Paris market shares. By developing brand loyalty now, L’Oreal Paris will be able to capitalize on the growing demand for male skin care. As L’Oreal Paris already holds a strong brand image with their female product lines, it may be easier to establish a new product line on the basis of their established quality. Although there are three possible competitors to L’Oreal Paris, the company hopes
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