Diploma presentation - Entry marketing strategy
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Entry-marketing strategy for the Russian market of hair care appliances Student: Neesa Rajbhandari Academic supervisor: Marion Wyse
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Diploma paper written on an entry marketing strategy for a British hair care appliance company moving to russian market
Transcript of Diploma presentation - Entry marketing strategy
Entry-marketing strategy for the
Russian market of hair care appliances
Student: Neesa RajbhandariAcademic supervisor: Marion
Wyse
The subject and the purpose of the project
The subject:PBM - English hair appliances company, targeting the Russian market
The purpose:to analyze Russian hair care market and its potentialTo develop an entry marketing strategy for the hair appliances of PBM
PBM company
English based company
Premium class, professional products
OEM company
Spread around the major countries
Stable growth in sales at 7% annually
Operates since 1980
Some of PBM’s products
Market share in England
25%
10%
8%6%5%5%
4%4%
3%1%
29%
Babyliss+Remington
Vidal Sassoon
Nicky Clarke
Revlon
Morphy
Richards
Carmen
Braun
Philips
PBM
Other
Russian market
15-17% market growth in 2005
Slowing growth in the coming years
Preference to buy home appliance in a well-known retail chain
Fierce competition
Slowing growth of beauty salons
Market structure
SWOT
Strengths WeaknessesS2 Innovative and top quality professional appliances products
S3 Stable growth of 7 % in sales annually
W1 Absence of established direct marketing channels with Russian distributors
W2 Absence of company and brand awareness on the market
Opportunities ThreatsO1 Foreign brands are more popular among consumers and believed to be of a higher quality
O4 Higher control of the imported electronic appliances – less grey market products
T1 Slowing growth of the hair care appliances industry
T3 Fierce competition in the hair care appliances market both among mass producers and professional hair care
Strategy
4P’s• Product - high quality to prove its
professionalism
• Price - lower on the mass market
• Place - beauty salons of the premium class and huge retail chains
• Promotion – the most important part of the strategy
Promotion
Press and TV – expensive and target audience not reachedMagazines – specialized magazines and target groupsProfessional fairs – highest scope of target groupVideo Magazine – new way of advertisement
Thank You for the Attention!
¿Any questions?
