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Detailed International Marketing Plan Outline Ii

1458 words - 6 pages

IntroductionThe goal of the international marketing plan for Exquisite Wigs is to provide a direction for our marketing activities. By researching areas such as segmentation, targeting and positioning, marketing, promotional, and pricing strategies, place, and implementation and control the company will be able to achieve its goals. This marketing outline will detail what Exquisite Wills will accomplish with our international marketing strategy and how this plan will help the company meet its objectives.Segmentation, Targeting, Positioning (STP)•Primary market position will be to provide top quality materials to stylists, hairdressers and beauty accessories retailers in all major Japanese cities•Target market will be beauty supply retailers, stylists, costuming providers, and any private retailer that carries cosmetic product lines•Main demographic will be above average income earners. Products would be marketed towards emerging young buyer market in order to capitalize on current trends. Products will be marketed towards males and females between the ages of 45-65 years.•Small sub market section to be developed for medical and insurance-based customers who are undergoing cancer treatment and wish to purchase our products•Retailers would be able to register on our website via Internet and be able to place purchase orders for product online. Being highly accessible and providing fast shipping from our sources in India will allow our company to fill orders quickly and beat the competition.Marketing StrategyProduct•Synthetic hair cannot be colored, permed or curled with thermal tools•Natural hair wig best option; especially if the wig will be used daily•Hair can be colored, cut and curled as if it were human hair•Wig hairpieces made from natural hair also look more natural in sunlight and under certain lights than do wigs made from synthetic hair strands•The wig should allow a good amount of air to circulate through the wig and onto your scalp•Tight and constrictive wigs can cause friction and cut off the blood supply to your scalp resulting in hair loss•Choosing a good wig now may save you money in the end because you will probably never have to replace itPromotional StrategyThe company will use several types of promotional strategies to fully capture the market. The company will be marketing to wholesalers who will in turn be selling the products.The following strategies will be used:PushA "push" promotional strategy makes use of a company's sales force and trade promotion activities to create consumer demand for a product.Using this strategy the company will promote the wigs to all the wholesalers in several cities in Japan. The Goal of this strategy is that the wholesalers will then promote the wigs to their retailers, and the retailers will promote the wigs to consumers.PullA "pull" selling strategy requires high spending on advertising and consumer promotion to build up consumer...

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