APEEJAY SCHOOL OF MANAGEMENT

PROJECT ON

INTERNATIONAL MARKETING PLAN

NORTH AMERICA

Submitted by:- Adeetya Uberoi

Abhishek Gautam
Bhavya Ahuja
Sonali Rajpal
Udit Chauhan

TABLE OF CONTENT
1. INTRODUCTION
2. ABOUT NORTH AMERICAN MARKET
3. INTERNATIONAL MARKETING PLAN
4. SCORE CARD
5. EXCEL SHEET-RESPONSES
6. GOOGLE SURVEY FORM

INTRODUCTION
Creating an effective international marketing plan requires details about each country in which
your company wants to sell products or services. Many of the sections in an international
marketing plan look similar to a local marketing plan, but thats where the similarities end. For

instance, the objectives section might include marketing penetration goals or building brand
awareness, but they need to be tempered with a careful look at each countrys local situation.
The objectives may include reaching a certain return on investment or introducing your product
to help buyers in the new market become familiar with your brand. Your company also may want
to gain a share of the market due to increasing competition in that country from other companies
selling similar products.
Situational Analysis
Outline the opportunities your company sees in selling products and services in other countries.
Your plan should present an analysis of the culture of the country and the political and economic
conditions that indicates the country supports foreign companies. Include research about the
target market, such as the income level required for consumers to afford your offering. Examine
each countrys unemployment and inflation rates, and explain how they may affect sales.
Operations
The operations section of the marketing plan explains how your company will work with other
departments, such as manufacturing and distribution, to get your product into the hands of
buyers. Explain how you plan to handle logistics, transportation and warehousing challenges
unique to each country in getting your product to market, and outline how you will deliver the
product to retailers to sell in their shops.
Localization
Explain your promotional efforts, and indicate whether you plan to stick with one message for
your product no matter what countries you sell it in or how you plan to localize your message to
fit each country. You may need to break the message down further by using specific messages
that apply to each region within a country. Outline any new branding needed to meet the cultural
or economic expectations of each localized area in which you plan to sell your companys
offerings.
Pricing

Your plan should provide details about your pricing structure and explain how it differs from
country to country if thats your strategy. Note factors that influence the pricing, such as import
tariffs and shipping requirements. This section also covers how you set your prices based on
what the market can bear in that country. Describe your competition's pricing as well as how the
product value is perceived by your target market.
Tracking
Include a method for frequently reviewing your plan to identify changes in the political or
economic environment. That way, you can swiftly make adjustments to stay on track with your
companys marketing objectives and get the product to end users with as little interference as
possible.
Doing business is increasingly global in extent today. There are several reasons for this. One
significant

reason

is

technological

because

of

improved

transportation

and communication opportunities today, trade is now more practical.

Increasingly rapid technology lifecycles also increases the competition among countries as to
who can produce the newest technological product. Trade between countries is beneficial
because these countries differ in their relative economic strengths-some have more advanced
technology and some have lower costs.On the basis of these realities, business need to proper
international marketing plan for distribute the product through globally.

NORTH AMERICAN MARKETS

The term emerging markets describes economies which are growing at a fast pace and working
to make their economic progress more sustainable. From an investment perspective, the stock
markets of these countries are more volatile than the mature markets of developed countries but
offer higher returns. Thereby, making them more attractive as well as riskier. Morgan Stanley
Capital Investment (MSCI) classifies countries as developed, emerging or frontier markets based
on certain criteria. To be classified as an emerging market, there should be significant openness
to foreign ownership, significant ease of capital inflow and outflow, good and tested
efficiency of the operational framework and modest stability of the institutional framework.
the countries of Latin America classified as emerging markets by MSCI. The MSCI Emerging
Markets (EM) Latin America Index captures, large and mid cap representation across 5
emerging markets (EM) countries in Latin America. This index is one of the most trusted
measures of how these stock markets in the region are performing; however, all the constituent
countries do not have a proportional representation in the index. The country weights in the
MSCI Emerging Markets (EM) Latin America Index are: Brazil 46.6%, Mexico 36.51%, Chile
9.79%, Colombia 4.17% and Peru 2.93%. The table below compares the returns of the
cumulative MSCI Emerging Markets Index, MSCI EM Asia Index, MSCI EM Latin America
Index

and

MSCI

World

Index.

North America is a market with high penetration in most product categories. The average living
space of households is above that of other regions, which means space is available for both many
and large household appliances.
The North American market is more uniform than most markets, which has led to a relatively
high level of consolidation among producers and retailers. The three largest appliance
manufacturers in the US account for a major part of the market and around70 % of appliances
are sold via the four major retailers: Best Buy, Home Depot, Lowes and Sears.

The four largest manufacturers of vacuum cleaners represent more than 50% of the market.
Vacuum cleaners are sold mainly through supermarkets, discount stores and department stores,
such as Walmart, Target and Sears.
The degree of consolidation is also high among manufacturers and retailers of professional foodservice and laundry equipment.

Strengths
-experienced business units
-high growth rate
-reduced labor costs
Weaknesses
-investments in research and development
Opportunities
-venture capital
-growing economy
Threats
-growing competition and lower profitability
-price changes
-external business risks

INTERNATIONAL MARKETING PLAN

UNDERSTANDING MARKETPLACE
After years of stellar growth, sales in the North America nail color and care category have stalled, driven
by several factors including: declining participation among young women, increased reliance on the salon
and the trend-driven nature of the category. Reflective of their declining engagement in the category,
women aged 18-24 are spending less time shopping for nail products and experimenting with new trends
when compared to just one year ago, while also reporting to be doing their nails less frequently in
comparison to older female consumers.
Despite a declining interest among young women, engagement in the category remains high among
women aged 25-34, who are interested in benefits, including long-wearing products and natural claims.
As Mintels Nail Color and Care North America 2015 report shows, while interest in trend-driven
concepts such as special effect polishes (i.e. unique finishes such as sequins, glitter, magnetic and
metallic) and nail art appears to be waning, women report high interest in natural and gentle nail care
concepts, as well as products that emphasize ease of use and convenience.
Nail treatments provided a bright spot in the nail category in the past year in the North America, growing
sales by 12% from 2012-2014. Nail repair and the return of more neutral and bare nails have helped drive
usage of treatment products, including base and top coats. Mintel data shows 30% of women who do their
own nails report using nail treatments.
One of the biggest players in the treatment segment is Sally Hansen. A collection of new product
launches, as well as growth from some existing products has helped spur sales for the brand. The brands
Rehab products, aimed at treating severely dry, damaged cuticles and nails, combined for sales of more
than $2 million for the most recent 52-week period (ending Oct. 5, 2014). Sally Hansen also launched its
Big Shiny and Big Matte Top Coats in 2014, which generated more than $3 million in sales, and claim to
enhance manicures while drying in seconds.
Unlike many beauty and personal care categories, natural positioning is not a prevalent theme in the nail
category. Yet, nail care users express some concerns about nail health and the effects of chemicals in nail
care products. In fact, 21% of all nail product users worry that nail polish is damaging their nails, and
nearly 20% are concerned about chemicals in nail polish. The premium end of the market has picked up
on this and brands like The Body Shop and Zoya are becoming more active in natural nail color with

products that promote a message of nail/skin health and natural ingredients. The Body Shops November
2014 launch of its Colour Crush line claims to be 100% vegan while also containing Community Fair
Trade marula oil. Zoya emphasizes a free from approach with its line of nail polishes.
A prominent theme among more niche nail brands in the past year has been natural and reduced-chemical
nail polishes. Natural/low-chemical nail polishes generate the highest level of interest among nail product
users, with 67% of respondents reporting interest. Similarly, 56% of nail product users report interest in
gentle nail care products. Concern about nail damage from frequent polishing as well as a broader
consumer concern about product ingredients is fueling interest in natural and gentle products.
Interest in natural nail care also extends to the salon market, as eco-friendly nail salons are becoming
more prevalent. While still a relatively niche concept, concerns about skin and nail health and the
chemicals used in nail products have led more salons to offer eco-friendly products and organic nail
treatments.

UNDERSTAND CUSTOMER BASE

UNDERSTAND 4PS

SWOT ANALYSIS

Positionning : Luxury Nailpaint brand

Segment : Urban upper class women

Target group : Fashion conscious people/ make-up livers

STRENGTHS

Strong luxury brand name and image

Strong presence over numerous luxury avenues across the world

Successful foray into all lifestyle product lines: fragrances, skincare, make-up

Increasing vitality of its emblematic product lines

Excellent branding & advertising strategy

WEAKNESS

Presence in a limited market

Low revenue and presence in Latin and South America

Low brand recognition amongst men

Replicas create a problem to brand identity

Vertical integration
OPPORTUNITIES

Developping the e-commerce

Expanding in emerging markets

Focusing on green initiatives

Increasing technological innovation investments

Investing in the male market

Developping the selective retailing network

THREATS

Tough existing competition

Increasing number of new designers

Counterfeiting

Competition from-lakme, mac, revlon, oriflame,Avon

MARKET STRATEGY
Maintain relationships with a few key people who can help you inexpensively promote your
business. (i.e., bloggers, beauty editors,friends and family) Return the favor to them bu also
promoting their business and efforts. Meet, Greet, seek and find your audience. exhibiting at
trade shows and conferences helps your potential customer get to know you and your business.
Help someone else. You will attract aspiring entrepreneurs, people who are trying to reach your
level of success. Be a mentor to them and help them along the way however you can. By helping
others you help yourself The most important factor in a customers decision to buy a bath and
body care item is fragrance. So you need to make sure it is possible for the customer to smell the
product. For bar soaps, this just means a permeable package, but for liquids it means that you
have to be willing to supply product testers. Make your products unique and eye catching along
with having an overall cohesive brand so that they stand out among all the other products you are

competing with on store shelves and online. Pointing out the uniqueness of the products on the
packaging is equally important. For instance, some of our products are vegan and all are
vegetarian so we say that on every box, label, and catalog.

NAIL PAINT SCORECARD -LATIN AMERICAN

COUNTRIES
PARAMETERS

RANK(1-5)

1.Colour quality better than

competitors(eg:lakme)

2.76

2. Nailpaint range expensive in your country

3.2

3. Quantity of the nailpaint should be more

than at present

3.14

4.Large variety to choose

2.88

5.Shades precise as per label

2.9

6.Nail paint stays longer than 30 hrs. on nail

2.78

7. Nail paintlooks true to colour in bottle

2.84

8. Nail paint gets chipped or crack soon.

3.04

9. Price set is favourable according to

nailpaint

2.88

10.Nailpaint suitable for nail art

3.1

NOTE: The data was collected through survey on 50 respondents and accordingly ranks
have been provided.