Marketing Plan
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Executive SummaryThe purpose of this report is to provide a marketing plan for Natio’s facial masks to enter skincare market in Beijing, China. First, China has the fastest cosmetic and skincare industry in the world. Natio is one of the fastest growing beauty brands in Australia. SWOT analysis indicated that although Natio has some entry barriers to enter Chinese market such as testing facial masks on animal, Chinese industry’s trend overview and market growth provide an opportunity for natio to make profit in the future. Second, females and males aged 25 to 35 are chosen for our target market. This target group has high disposable income and their lifestyle and behaviour suggests that they require premium and high quality products. Naito will suitable for them because of its natural ingredients offers more radiant skin and are not harmful to their skin. According to conceptual map, Natio will position itself as a niche to gain competitive advantage. Third, marketing objectives will be changed over time. For short term, 30 percent brand awareness will be achieved. 5 to 8 percent profit margins and 5 percent market share will be achieved in medium and long run, respectively. Fourth, market strategies will be developed, including product & brand, service, price, distribution and promotional strategies. Joint venture will be used as entry mode to gain access to local knowledge effectively. Natio has to commit to deliver product quality and services to customers. Pricing strategy suggests to lower price of Natio’s facial masks in China. In this way, it enables Natio to attract more customers. Furthermore, implementation, control and monitoring plans are developed for Natio to implement the marketing strategies and adapt to the changing efficiently. Overall, this marketing plan will allow Natio’s facial masks to enter Chinese market successfully. It is essential that Natio must retain its position and commit to implement strategies to achieve its
Executive SummaryThe purpose of this report is to provide a marketing plan for Natio’s facial masks to enter skincare market in Beijing, China. First, China has the fastest cosmetic and skincare industry in the world. Natio is one of the fastest growing beauty brands in Australia. SWOT analysis indicated that although Natio has some entry barriers to enter Chinese market such as testing facial masks on animal, Chinese industry’s trend overview and market growth provide an opportunity for natio to make profit in the future. Second, females and males aged 25 to 35 are chosen for our target market. This target group has high disposable income and their lifestyle and behaviour suggests that they require premium and high quality products. Naito will suitable for them because of its natural ingredients offers more radiant skin and are not harmful to their skin. According to conceptual map, Natio will position itself as a niche to gain competitive advantage. Third, marketing objectives will be changed over time. For short term, 30 percent brand awareness will be achieved. 5 to 8 percent profit margins and 5 percent market share will be achieved in medium and long run, respectively. Fourth, market strategies will be developed, including product & brand, service, price, distribution and promotional strategies. Joint venture will be used as entry mode to gain access to local knowledge effectively. Natio has to commit to deliver product quality and services to customers. Pricing strategy suggests to lower price of Natio’s facial masks in China. In this way, it enables Natio to attract more customers. Furthermore, implementation, control and monitoring plans are developed for Natio to implement the marketing strategies and adapt to the changing efficiently. Overall, this marketing plan will allow Natio’s facial masks to enter Chinese market successfully. It is essential that Natio must retain its position and commit to implement strategies to achieve its