Presented by Vishal Dhamija 0121pg087

The case
Ms/Global Enterprises is a leading manufacturer

of Cosmetics and fashion accessories. Their operations are right now concentrated in Europe and North America; annual turn over is US $ 20 Billion. As a part of their growth plan they are planning a foray into BRICS Countries.

The problem
To foray into global regions , they now plan to expand

into unknown territories & for that they need to have a deep knowledge about other cultures . The need to properly understand other countries demographics is critically important as it will give them an edge & understanding about how to focus & develop strategies.

The solution
The need of the hour is to take one country @ a time ,

do a complete homework on them, understand how they work, beliefs, customs/traditions et al. They must also develop their products & strategies based on their analysis & the particular demands of the denizens. For the following project, Ive decided to focus on Brazil.

Russian Federation

A brief
GDP -$2,558 trillion
Capital Moscow Official language- Russian

Government- Federal semi-presidential constitutional

republic Currency Russian Ruble(RUB) Population 143,600,000(2013 estimate)

Marketing strategy
Russia, owing to its large size is quite diversified with

many cultures & groups present; 8th largest economy in the world by nominal GDP. Since its on a growth stage , hence the purchasing power of its people has increased & so has their demand for goods & services. In order to be successful , the company must implement plans & policies which suit the needs & wants of the people & change , if needed.

Change in economy

Entry
Prior to its entry, every company must analyze the overall

demand & the number of people who are going to use the product. Segmentation , targeting & positioning of the market is vital to understand the target audience. Taking the total population as a whole, we will divide it into age brackets ho are going to use the product , as an accessory and as an cosmetics. They are going to target the urban people mostly, who will mostly use the product . Taking 74 % as the urban population , this will be the basis for geographic segmentation.

Entry - demographic
Since its a cosmetic product , we will be primarily

focusing on the female and even in that our target age bracket will be 15-50 who are looking to enhance their beauty as well as look beautiful. Also our approach will be focus primarily on such products which are not only long lasting but also beneficial for health . Owing to the large size of the country, our approach will differ from region to region.

Market segmentation
Theyll be primarily targeting women who love to

accessorize themselves & who are a regular buyer of fashion magazines. Segmentation can also be done on the basis of age & income , specifically. Women who extensively splurge on such commodities will be targeted. Since the economy is in a developing stage, hence low cost products can also be introduced.

Competitor analysis
A developing nation has ample opportunities to grow ,

hence a lot of firms may already have entered the market. In order to succeed, the firm must be able to differentiate their product amongst all present in the market. They can also study the reasons on why people arent happy with them and ways they can improve.

RUSSIAN COSMETICS MARKET

Sales
European Union
Asia USA JAPAN BRAZILIA CHINA RUSSIA

OTHERS

An analysis
Global beauty market estimated at USD 425bln in 2011

(USD 382,2bln in 2010) TOP-3 markets are USA, European Union and Japan. Brazilian market is on the rise. Russian market is in TOP-5 largest perfumery and cosmetics markets in Europe after France , UK, & Germany.

Thank you