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Park Avenue Skin Care

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Park Avenue Skin Care
Portfolio: Park Avenue Skin Care
Comprehensive Marketing Plan

By: Linda S. Hollands
Colorado State University Global Campus
Module 8: Critical Thinking
Instructor: Dr. Eva Ananiewicz
October 22, 2012

I. Overview

II. Situation and analysis a) History b) Background c) Culture d) Economy

III. Product a) Market Objectives – Understanding the various needs of the people b) Consumer Buying Habits c) Target Market – Women 18 years and up d) Pricing e) Advertising

IV. SWOT Analysis a) Strengths b) Weakness c) Opportunities d) Threats

V. Resource Requirements a) Finances b) Personnel c) Distribution

VI. Conclusion

Park Avenue Skin Care Comprehensive Marketing Plan

Overview Park Avenue Skin Care was founded in 2000 with the knowledge that there was a growing demand for all-natural skincare products around the world. The company was started by dermatologists, plastic surgeons and chemists that worked together to develop top quality, plant-based skincare products under the company name Park Avenue Skin Care. The idea behind the company was to allow skin to stay fresh and young while delaying the natural aging process in a growing population. Park Avenue Skin Care has grown and now markets over 500 products designed to provide the best formulated product to prevent and treat signs of aging. In addition, it also targets a broader consumer base with a strong appeal to a younger generation encouraging them to take care of their skin now. The company identifies itself with all natural products and being “green,” not only for the environment, but for the health of its clients as well. Park Avenue Skin Care believes in innovation, capturing trends, and creating brands that enhance the lifestyles of its customers.

Situation and analysis Canadians feel that beauty is not only skin deep. They feel that their skin is one of the most important accessories.


References: Agadoni, L. (2012) Examples of a Strategic Marketing Plan, eHow.com, retrieved on October 27, 2012, from http://www.ehow.com/way_5822873_examples-strategic-marketing-plan.html Bissi, S. (2011) The Canadian Cosmetics and Skin Care Market, GLOBALTRADE.net, retrieved on October 27, 2012, from http://www.globaltrade.net/f/market-research/text/Canada/Hygiene-Cosmetics-Health-Medical-Equipment-The-Canadian-Cosmetics-and-Skin-Care-Market.html Canada Newswire (CNW) (April 10, 2012) NIVEA Canada Releases First-Ever National Skin-dex Survey Results, CNW.com, retrieved on October 27, 2012, from http://www.newswire.ca/en/story/952245/nivea-canada-releases-first-ever-national-skin-dex-survey-results Cateora, P.R., Gilly, M.C., Graham, J.L. (2011) International Marketing, 15th Ed, McGraw-Hill/Irwin, New York: NY Countries and Their Cultures (2012) Canadian, Advameg, Inc., retrieved on October 27, 2012, from http://www.everyculture.com/Bo-Co/Canada.html Kadri, E.H. (2012) Business in Canada, CICpassport.com, retrieved on October 27, 2012, from http://cicpassport.com/business-in-canada/expanding-into-canada/
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