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Marketing plan - Essay Example

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Marketing Plan: Shiseido’s Shampoo in Australia Introduction Japan based Shiseido has its footprint in as many as 85 countries. The company has a vast array of products in its portfolio and now, as a business strategy it intends to expedite expansion in international markets…
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Download file to see previous pages Akin to olive oil in terms of function, tea seed oil is very effective for hair care. Not only does it strengthen hair and protect it from damage, it also provides moisture to the hair. Shiseido now intends to sell Tsubaki in Australia as it sees tremendous potential for that product in that market. Competitive Landscape in Australia Procter & Gamble Australia Pty Ltd, Unilever Australia Ltd, L'Oreal Australia Pty Ltd, Hans Schwarzkopf & Henkel GmbH & Co KG, Colgate-Palmolive Pty Ltd and Alberto-Culver Pty Ltd. In addition to these there are many other, domestic as well as international players, vying for a chunk of the shampoo market in the country. Demographic Environment The total population of Australia stood at 22 million in 2010. The gender-wise break-up of the Australian population is depicted in table below: Population (Gender Wise)   2010 2020   in '000 % in '000 % Male 10998 49.76 12591 49.86 Female 11102 50.24 12663 50.14 Total 22100 100 25254 100 Source: Euromonitor International The table shows that the male female population is almost equal and is likely to remain so by 2020. The ethnic composition of the country includes 92 percent Whites, 7 percent Asians and 1 percent Aboriginal and others (Euromonitor 2011). Thus females of Asian origin residing in Australia are approx .7 million. The Tsubaki shampoo would be targeted at this section of the society. It is imperative that the age-wise break up of the female population is considered while developing/modifying the product for the Australian market.   Female Population Age-Wise ('000) Age 2009 2010 2015 (E) 2020 (E) % Growth 0-14 2033 2052 2173 2326 13.3 15-64 7327 7415 7763 8095 9.2 65+ 1591 1635 1925 2242 37.1 Total 10951 11102 11861 12663 15.6 Source: Euromonitor International The above table clearly demonstrates that a drastic shift in Australia‘s demographic profile is imminent as a considerable chunk of the population is set to grow old in the coming future. This growth in the number of older consumers is likely to propel the demand for products that make people feel and look younger (Data Monitor 2011). The life expectancy in the country is 81.81 years for the total population. While it is 79.40 years for men, the life expectancy for the average Australian woman is 84.35 years. Economic Environment The Australian economy has registered a steady growth in the GDP in the last few years. The economy is estimated to grow by 3.7 percent this year. The inflation rate has also been below the 3 percent mark since 2010. The unemployment rate which has been steady at a shade above 5 percent is the brightest spot. Compare this to the unemployment rates in other developed countries where the joblessness has reached double digits. Key Economic Indicators   2009 2010 2011 2012 (E) GDP Growth (%) 1.3 3 3.5 3.7 Inflation 1.8 2.9 2.8 2.9 Unemployment Rate 5.6 5.3 5.2 5.1 Source: Data Monitor 2011 Australia is primarily a middle-class society. Close to 5 million, or 61 percent of the households in the country had an annual disposable income of more than US $45,000 in 2009. During the same time period, 36 percent of the Australian households had an annual disposable income of more than US $75,000. At the same time, more than 95 percent of the country is above the poverty line (Data Monitor 2011). The table below depicts that the average annual gross income has steadily risen across income brackets. The growth is considerably higher than ...Download file to see next pagesRead More
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