International marketing plan essay sample

Anti-aging, how to look younger, must be beautiful, you are not old. These are images that a woman sees on a daily basis. The magazines, Television commercials and even family will tell you that you have grey streaks or wrinkles. When did these things become bad? In an article of Psychology Today (Scarf Merrell, 1996);

“ Baby boomers have both masterminded–and fallen victim to–an anti-aging epidemic far more virulent than the average case of mass hysteria. It isn’t simply that we’re trying to exercise and eat our way to longer, healthier lives. Sales are up dramatically across the gamut of age-fighting weaponry, from wrinkle creams to collagen injections to cosmetic surgery”

Anti-aging products are on the rise, people want to look younger and defy aging. This trend according to Cosmetic Design. com (2007)

“ Skincare products including anti-ageing, acne and sun care products will continue to dominate cosmeceutical product demand, accounting for nearly 60% of the total in 2007. Annual growth of 7. 8 percent is projected.”

Based on these date the product of choice is Total Effects Anti-Aging Anti-Blemish Daily Cleanser. This product is a daily cleanser for women from the Oil of Olay product line. From the actually Oil of Olay website this product is suppose to reserve the signs of aging. This product claims that there are seven signs of aging and what are they? The website regarding Feminist called the F Word states (Redfern, 2001)

“ According to the cosmetic company Olay, it’s not just ‘ ageing’ in general that women fear, but now there are seven separate ‘ signs’ which they’ve helpfully and very generously identified for us.

These are, in no particular order:
1. Lines and wrinkles
2. Uneven skin texture
3. Uneven skin tone
4. Appearance of pores
5. Blotches and age spots
6. Dry skin
7. Dullness”

Figure 2: Product Information http://www. walgreens. com/store/product. jsp? id= prod1568362&CATID= 304242&skuid=
sku1568351#sim_brand

According to the American Anti-Aging Association the 2007 winner was a product called Caracole Cream. Below is the Top Tem consumer rated anti-aging cleansers. This information is available at IVillage. com (2008)

1. Mary Kay TimeWise 3-in-1 Cleanser
2. Proactive Renewing Cleanser
3. Cetaphil Gentle Skin Cleanser
4. Cetaphil Cleanser
5. Neutrogena Deep Clean Facial Cleanser
6. Neutrogena Cleansing Bar
7. Olay Daily Facials
8. Serious Skin Care Glycolic Cleanser
9. Shiseido Pureness Cleansing Gel
10. Mary Kay Velocity Cleanser

Yet, even though the consumers put Olay at a 7 position the Oil Olay brand from P&G holds a considerable market share as explained in the Beauty Packaging website (Matusow, )

“ According to Mintel, although the U. S. facial skin care market includes a huge number of competitors, just a handful hold significant market share. In FDM channels (excluding sales through Wal-Mart), a mere four manufacturers account for nearly two-thirds of all sales. Procter & Gamble holds the largest individual company share

Olay reached its magic $1 billion mark in global sales in 2003, and is now sold in more than 60 countries. It is the No. 1 skin care brand sold in the U. S., and is the P&G beauty brand that may most clearly illustrate the company’s marketing prowess. Mintel says that the Olay brand accounts for nearly four in 10 anti-aging products sold in FDM.”

This product is one that I trust to work with since it has been a household word through out most women’s life.

Goals and Strategy

The strategic priorities that need to be used to launch Total Effects Anti-Aging Anti-Blemish Daily Cleanser into the Chinese’s market are:

1. Find Target Market for China

2. Test Market with opening of a boutique to cater to women such as Lancome did per Asia Times explains in article (Newham, 2006):

“ The Shanghai boutique opened its doors in 2005; and while Japan may still dominate the East Asian cosmetics industry in terms of turnover, as Gu explains the decision to open first in China recognizes not only the extent to which the Chinese market has developed, but also its potential for growth. According to Datamonitor, a business information service, China’s makeup industry last year generated revenues of US$1. 5 billion – a figure expected to rise to $2. 3 billion by 2009”

3. Grow global beauty category sales through continued investment in Anti-Aging product development, advertising and sampling

o Per Li & Fung Research Centre (2005):

“ China is currently the second largest cosmetics market in Asia, with market size estimated to be more than 85 billion Yuan in 2004.”

o The market in China is moving forward with cosmetics and beauty products so the time is now to take advantage of this growing market.

o Using advertising dollars and start-up monies to launch a partnership with a leading celebrity and cosmetic firm such as Avon did according to report (2001)

“ Avon cosmetics and skin care products sold in China were developed through an alliance with Yue-Sai Kan, one of China’s most beloved and respected personalities. People magazine called Yue-Sai Kan “ the most famous woman in China”

o With Avon’s connection with Yue-Sai Kan it is important that research be conducted to create a bond between P&G and a local well known company such as, Shanghai Jahwa United Company a stated owned company. Working with a company that has ties to the government can improve relations with the Chinese government and possible lower tariffs and other taxes on foreign companies.

4. If test market is successful launch Total Effects Anti-Aging Anti-Blemish Daily Cleanser using following distribution channels according to LI & FUNG RESEARCH CENTRE (2005) these would be the best way to launch the product :

• “ Department stores – most popular among more affluent consumers. Department store, which is generally perceived as the center for reliable, genuine and safe products by the Mainland consumers, is the main distribution channel for branded cosmetic products. According to industry sources, the sales of such beauty counter can reach over 10 million Yuan per year.

• Supermarkets, hypermarkets and grocery stores – major distribution. Supermarket, hypermarket and grocery store, by contrast, are the major distribution channels for lower-priced mass products — the “ basic” cosmetic products such as hair care items, and brands targeting at the mid- to low-end market, some international brands, such as Olay, are selling both in department stores, and supermarkets and hypermarkets. They distribute the premium product lines in the former while offering mass product lines in the latter.

• Specialty stores – providing professional merchandises of a specific brand. Specialty store for cosmetics are taking off on the Mainland. The professional services and the full range of goods provided by the stores appeal to many Mainland consumers. Avon and Amray, then set to establish their own specialty stores. Avon has achieved great success with over 5, 500 specialty stores and 1, 000 cosmetic counters in 74 Chinese cities at present. Its total sales reached 2. 4 billion Yuan in 2003, up by 24% y-o-y.

• Online sales – in initial stage of development. Online shopping is increasingly popular among young people. Currently, there are many online stores selling different kinds of branded cosmetic products. Premium and imported products are usually sold at lower prices in this channel. However, almost all of them are smuggled or bootleg products.” • Beauty salons or spas: According to the Economic Forum 2005: “ China’s beauty services sector has been expanding at an annual rate of 15% over the past two years. In 2004, the burgeoning sector posted an output value of Rmb220 billion. At present, women aged between 20 and 50 are the major customers of beauty salons in China. Although currently the penetration rate of beauty services only stands at 20%, the practice of having facial treatment and massage once a week has become the habit of many female consumers” With women pampering themselves it would be a good jumping off point for P&G to launch the Total Effects Anti-Aging Anti-Blemish Daily Cleanser and other P&G beauty products.

The cosmetic and beauty market is one of the fast growing market segments and according to Economic Forum (2005). “ In 2004, cosmetics sales amounted to Rmb85 billion while the beauty services market was worth Rmb220 billion. The female population aged between 15 and 64 in China currently exceeds 420 million, which is larger than the combined total of Europe, the US and Japan.” The article goes on to state that the beauty industry will continue to grow at an average 10% a year for the next five years. This is a good outlet for the P&G brands. 5. Develop Market Share – P&G stands to gain significant market share with its anti-aging product line. This prediction is quantified by a article in the China Daily (2005) “ In the fast moving consumer goods (FMCG) sector, Procter & Gamble (P&G) is widely regarded as one of the most successful foreign companies in China. Its hair care and cosmetics products, among others, are leaders in these respective spaces. According to the Economist, P&G’s China revenue exceeded $1. 8 billion at the end of 2003 and profit has been increasing at a rate of 140 per cent per year. Today, China is the sixth largest market for P&G in revenue terms and it is forecasted to become the second largest after the US in a few years”

It can continue to have number 1 status in the China market place if it uses advertising dollars and host of a local reality show. P&G is one of a handful of companies that own 80% of the market share in China’s beauty industry. The entire list of companies that stand with P&G are as reported in Industry Canada (Li, 2003), “ Unilever, Avon, L’Oreal, Amway, Kao, Henkel, Shiseido, Mary Kay, Kose, LVMH, Wella, Revlon, Chanel SA, Johnson & Johnson, Nivea, Yue-Sai – Coty, Beiersdorf AG, Estee Lauder.” The market will continue to be robust and P&G entrench itself within the China market as a leader. 6. Create Sales forecasts and Growth Potential – With the robust economy of China forecasters predict a 10 to 13% increase per year on sales of beauty products such as Total Effects Anti-Aging Anti-Blemish Daily Cleanser. Current dollar figures for the industry per the Economic Forum (2005) suggest “ Rmb85 billion. As income levels continue to rise, mainland female consumers’ demand for cosmetics and beauty services is bound to increase further.” No real numbers can be projected but the market is wide open for this type of product.

Target Market

The ideal market for P&G Total Effects Anti-Aging Anti-Blemish Daily Cleanser would be the Chinese women from age 16 to 64. Per the Asia Times article (Newham, 2006) we are looking at a market size of 451 million women in this age group. The article goes on to explain that:

“ Already, 90 million urban women spend 10% or more of their annual income on cosmetics – and, unlike in the West, many Chinese women seem happy to spend as much money on makeup as they do on clothes.”

This market is a very large market which as a lot of potential. Since the buying power of women in China has increased more rapidly then men, it is safe to say that beauty products such as Total Effects Anti-Aging Anti-Blemish Daily Cleanser will have some competition but if marketed correctly P&G can experience a large profit based on projection of $2. 3 billion by 2009 for beauty products in China suggested in the Asia Times article.

Beauty industry has shown a growth of 250 times and shows a 15% annual growth according to TouBeauty website. The website breakdowns the areas where the beauty industry shows more promise:

“ Studies have shown that consumption is higher in the south than in the north, much higher on the east coast than in the western regions, and higher in cities than in the countryside.”

Using Figure 3 generated from the China Today. com website, the Chinese population is still showing a steady increase. Women account for 45. 1 million of the population.

Figure 3: China Population Statistics and Related Information
http://www. chinatoday. com/data/china. population. htm

Out of the over 1. 3 billion people 42% live in the urban areas and 57% still live the rural areas of China. Chinese women are breaking out of traditional roles with the increase in job opportunities as stated in the Market Place News:

“ Job opportunities for educated women in cities have never been better: Credit Suisse estimates average monthly wages among urban 20-29 year olds jumped 34 per cent in 2006, while average urban incomes grew 18 per cent”

The target market should be condensed from the 16 to 64 age group to about the 25 to 45 age group. This is the group that has the most buying power. P&G also should look at the major cities within China for the best area to promote as Total Effects Anti-Aging Anti-Blemish Daily Clean as well as other beauty products.

Figure 4: Possible Cities in China to use for Launch of P&G Product
http://en. wikipedia. org/wiki/List_of_cities_in_China

The potential risk is the unstable in China over the protest of Chinese rule over Tibet. This has started blood shed and the use of violence. The region is very unstable at this time and could be harmful to new companies moving into this market. Yet, with the frustration over Tibet and the rising cost in the economy China still has a very fast growing economy. The star. com suggests that women are where the money is (Fenton, 2008):

“ As the Chinese economy surged more than 10 per cent annually over the past five years, the country boasted 345, 000 U. S. dollar millionaires by the end of 2006, a third of who are women, according to a report by Merrill Lynch and consultancy Capgemini. China’s millionaires club is expanding rapidly and many new members are women who don’t even blink when asked to pay a cool $10, 000 for a cocktail dress from a top international designer.”

The potential for this market of 25 to 46 year old women is worth the little instable of the Chinese area. But with the Olympics moving into the region it will surely help to stables this area and allow commerce such as Oil of Olay to move in.

Competitors/Substitutes

The skin care or beauty market in China is fierce. There is an estimated 1300 skin care products in the Chinese market. According to the Research and Market report (2005) suggests that “ foreign and joint venture products dominate the top or premium part of the market.” There is a high consumption rate of these products by Chinese women. That the report states “. Skin care sales in different regions account for 26-35 percent of the total cosmetics sales.” One of the most important features for skin care products for the Chinese women is products that have “ whitening effects” according to the International Market News (2000). The article goes on to say that “ Chinese women think that fair is beautiful”.

One of the leading contenders is the GOODNAK anti-aging line. This line is from JJB, the subsidiary of AMDL’s Chinese subsidiary Jade Pharmaceutical. According to Skin Care and Beauty Blog (Sandy, 2008), Based on the general market information, the proposed pricing for the new GOODNAK products is anticipated to be approximately (U. S.)$40. 00 per unit with a 60% gross profit margin. This product is sold in the GuangDong Province.

L’Oreal is catching up to P&G Oil of Olay according to the Cosmetic Design-Europe. com (Pitman, 2006); the market share has increased from 6. 7 to 11. 3 in a short one year period. The article explains the jump occurred “ after it purchased the Mininurse and Yue-Sai domestic brands”.

There are many players in the Anti-Aging arena all over the world… The top selling products according to Paul’s Choice (Begoun, 2006) are listed in Table 1. Yet, some of these products are not sold in China at the current time.

However, from the above list not all manufacturers are selling in the Chinese market. The some of the players in the market through several articles and forecast seem to be stated best by the Economic Forum (2005),

“ International cosmetics giants such as L’Oreal of France, Proctor & Gamble and Estee Lauder of the US, and Shiseido of Japan have long recognized this potential market and established their footholds in the mainland. Their sales growth is much higher than that of China’s overall sales and their market shares are continuing to increase.”

The article goes on to site that several Chinese companies also are very prominent in the industry. It is hard to get exact numbers on each product and where she company ranks. But this article does help to explain the market (2005) and some of the local players.

“ The product range is therefore wide and consumers are also more receptive to new brands. In 2003, the combined market share of the top 13 skin care brands in China was about 30%. This low brand concentration presents more opportunity to new entrants. The skin care products market is also an arena where domestic brands compete neck and neck with foreign brands. In recent years, several top-selling domestic skin care brands such as Dabao, Yumeijing, TJOY, Longliqi and Liushen have achieved sales comparable to foreign brands. According to surveys conducted by International Market Insight (IMI), “ well known brand”, “ right price” and “ product feature” are the major considerations of consumers when buying skin care products.”

This market is so large that the positioning of a company was very hard to find. The best thing about this market is that P&G is international and Olay brand is well known throughout the world. Since Chinese women are willing to spend to be like the “ American Women”, the product with the correct market promotion will fair well.

Price

There are three different type of direction the product can take which could help to launch this product:

1) $12 to $15 range. – This way the product can compete with Neutrogena Healthy Skin Anti-Wrinkle Intensive Night Cream which is a major competitor in China. Also, Avon and Mary Kay with the direct retail market with comparable pricing. The Mid-range market is the most profitable area. The mid-to low range of products accounts 30% per Economic Forum (2005),

2) $50. 00 to $60. 00 range – at this price point Total Effects Anti-Aging Anti-Blemish Daily Cleanser could be sold at department stores. This price could be priced a little steeper so to compete at Estee Lauder or Lancôme price. Yet, in order to command this price the product needs to be a
Premium product.

3) $100 to $150 range – This product would be for Exclusive boutiques or Spas where women spend time pampering themselves. This price would contain a variety of Anti-aging products by Oil of Olay to beautify the complexion. It would be a spa package. The best thing about this would be that women would be directed to the local retailer for additional purchases of the product or the online website for the Spa or Boutique for the complete package. Women are more adapt to buy products when they feel good and the comfort of a clinical specialized recommendation.

When it comes to offers the idea of lower quality will be projected. Chinese women want to be like “ American Women”. They are not looking for bargains. So it would be unwise at this stage in launch to create discounts for the product.

If upscale is decided upon, product designer shopping bags could be created for the product. These designer shopping bags that are given when a women purchases the product would help with the status of having money and buying an upscale product. These specialized shopping bags such as Victoria Secret uses “ little pink” bags could help with promoting the product.

With the Spa experience the Joint Venture between the Spa and P&G could have a bag created to highlight the unique experience. This would further emphasis the elite product of Oil of Olay.

The key is that Chinese women have the buying power and do not feel that savings is the right place for their money. Consumption is the main part of the Chinese Women lifestyle. Oil of Olay needs to take advantage of this trend and design the launch to show their uniqueness in the market place.

Channels of Distribution

If the company was to launch this product in three price ranges as suggested in the Pricing proposal, there should be a designated sales force to handle the various ranges and product. Within the sales team there should be a group of account executives to handle each of the levels. This is suggested because each price point is working on a different type of distribution channel and should have exclusive sales members that can meet the needs of the distribution channels proposed.

Please see Figure 5 that shows a department organizational chart. Within the department there will be a Sales Director that is over the entire operation. Since each as a different level of price and possible sales the following is break down by price and distribution channels.

Normal Product – Price Range $12 to $15

✓ Supermarkets, hypermarkets and grocery stores – as stated in the Goals & Stragey section are the major distribution. The LI & FUNG RESEARCH CENTRE (2005) states;

“ Supermarket, hypermarket and grocery store, by contrast, are the major distribution channels for lower-priced mass products — the “ basic” cosmetic products such as hair care items, and brands targeting at the mid- to low-end market, some international brands, such as Olay, are selling both in department stores, and supermarkets and hypermarkets. They distribute the premium product lines in the former while offering mass product lines in the latter.”

Looking at supermarkets and hypermarkets for the launch of the basic product the leading supermarkets and hypermarkets that need to be approached by the Account Executives are Wal-Mart and Carrefour. According to International Herald Tribune (Jianguo, Shen, 2007) Wal-Mart and Carrefour Europe have been very successful as explained by the profits:

“ Wal-Mart’s China sales gained 30 percent to 15 billion Yuan, ranking it as China’s 10th biggest. In 2006 sales,

Carrefour expanded its China network by 50 percent last year to 95 outlets, selling more products to Chinese consumers as the government prodded local demand to cut reliance on exports. Wal-Mart and Carrefour have the aggressive strategy of expansion through acquisitions and opening new stores,” said Hu Hongke, an analyst at China Merchants Securities. “ They’re both pioneers in modern retailing and there’s so much Chinese companies can learn from them””

The market strategy would reach out to these international companies to tap into the already developed relationships. The P&G / Wal-Mart relationship, according to Supply-Chain Integration through Information Sharing (Grean, Shaw) article is an established partnership that uses “ Integrated supply chains; information sharing; CRP; channel partnership.” If the China sales group worked with the already developed sales team that works with Wal-Mart the introduction of the Total Effects Anti-Aging Anti-Blemish Daily Cleanser in the China market would be very smooth and easy to maintain profits for both Wal-Mart and P&G. The infrastructure is already built so the addition of the product to the Wal-Mart China store would be easy.

Carrefour also has similar type relationship with P&G one account executive would be sufficient to work with the corporate P&G sales force that deals with Carrefour and Wal-Mart. This account executive would be more in a liaison position to help make sure that Olay product can be adapted to the Hyper-markets in China since there are some characteristics that are different from the other stores that Carrefour and Wal-Mart have in other regions. This executive would be able to respond to local issues with regards to distribution. Since the direct selling is more at a corporate level with these two accounts the account executive for these customers would be most likely salary employee. Looking at the Median Salary of CNY 108, 000 for an Account Manager based on PayScale (2008).

1. Premium Product – Price Range $50. 00 to $60. 00
✓ Department stores – most popular among more affluent consumers. The LI & FUNG RESEARCH CENTRE (2005) article explains:

“ Department store, which is generally perceived as the center for reliable, genuine and safe products by the Mainland consumers, is the main distribution channel for branded cosmetic products. According to industry sources, the sales of such beauty counter can reach over 10 million Yuan per year.”

The store that should be approached to sell the Oil of Olay line of anti-aging products should be Beijing Junefield Sogo Department Store. Yahoo Travel recommends this store and explains “ This is yet another enormous elegant department store in the heart of the city. As always with this chain, Beijing Sogo guns to be at the top end of department store rankings”.

Working with a department store would mean having a counter for the Oil of Olay product line that will be carried in the store. Need to use sales director and account executive to negotiate the price for a counter in the store. Usually means a percentage of the profits would go to the store along with lease payments for the space. At the store there would be a sale force as well to oversea the direct selling of the products to the customer. This sales force would include a Department Manager, and Associates. The associates can be both part-time for evening hours and full-time for day hours. Yet, full time associates should also be available during evening and weekends to help assist the more junior (part-time) associates with major sales and techniques for using products. This group should be part of the sales force and report to the Sales Director. Salaries for the Associates would be CNY 105, 340 for full-time and CNY 93. 573 for Part-Time. The Department Manager would have a salary of CNY 209, 016 with bonuses based on achieving quote numbers.

2. Couture or High-End – Price Range $100 to $150
✓ Specialty stores – providing professional merchandises of a specific brand. The LI & FUNG RESEARCH CENTRE (2005) reinforces this assumption “ Specialty store for cosmetics are taking off on the Mainland. The professional services and the full range of goods provided by the stores appeal to many Mainland consumers.”

✓ Beauty salons or spas: According to the Economic Forum 2005: “ China’s beauty services sector has been expanding at an annual rate of 15% over the past two years. In 2004, the burgeoning sector posted an output value of Rmb220 billion. At present, women aged between 20 and 50 are the major customers of beauty salons in China. Although currently the penetration rate of beauty services only stands at 20%, the practice of having facial treatment and massage once a week has become the habit of many female consumers”

With both types of stores the specially store or the Beauty Salon it would be best to combined and use a Spa type setting. It would be good to align the product with an already established Spa such as “ Beauty Arsenal, a health and beauty spa in Shanghai which counts the city’s socialites, high- fliers and expatatriates among its client list”, according to Asiaone Just for Women website (Leong, 2007). The article also explains that facials priced at 500 Yuan (S$100) and 120, 000 Yuan for a package. The spa meets what ws proposed for the Couture line.

Since the idea is to work with Beauty Arsenal a staff would not be necessary. However, a Beauty consultant who is very informed about the Oil of Olay anti-aging products should be part of the Sale Force team that works with this account. So there would be an Account Executive and a Product Specialist (Beauty Consultant). Account Executive would have a salary CNY 209, 016 a commission of up to 3% depending on the package that was sold. The Product Specialist would also have a base salary of CNY 108, 000 with a bonus per quarter of up two 5% for meeting quote of packages sold.

These three key product lines with the appropriate sales force and the markets listed above will enable the product to succeed in the China. Once these distribution channels are established the brand should be expanded to include other Hyper-markets in the region. A department store in each major city should be looked at to extend the beauty counter concept. However, with the spa to keep it exclusive the idea should stay with the joint venture. If the spa grows with clients wanting more services of the P&G line, it would be in the companies interest to research the possibility of opening own spa to handle entire line of makeup and beauty products.

Advertising, Sales Promotions, PR Plans

Now is the time to advertise in China. The boom is on according to Seeking Alpha website (Rein, 2007), “ the boom in advertising will continue well-beyond the Olympic”. One of the best places to put advertising according to the article is cell phones, “ there are estimates that there are now 176 million internet users, with over 65% of them between the ages of 18 and 28 with the majority spending 20+ hours a week online” These are some of the market we want to tap into. The 20 something or Chinese Baby Boomer is the one with the income base we want. Below are promotional options for advertising each of the 3 levels suggested in the Pricing section.

1. Normal Anti-Aging through Hyper-Market (Wal-Mart & Carrefour) – Wal-Mart and Carrefour do local advertising to bring shoppers into the store. Some of the print ads could be part of the displays for the product as shown in Figure 6 would be a great way to show the product in Print and in the store. This slogan is the current slogan for the product according to the LovetoKnow website (2006). This is a very sophisticated ad and will capture the ideal of the Western Women. This is what Chinese women try to inmate. This ad can also be sent over the internet and the cell phone market that seems to be where young 20 something spends most of their time.

2. Premium Line – Since this is for the department store and the introduction of a counter in the store promotion needs to be on a little bit larger scale but also tasteful. It would be better to create a buzz about the counter by offering free facials. Since the idea of doing beauty treatments is not unheard of at the Blue Island mall according to International Herald Tribune (Sampson, 1994). This type of advertising is a good way to help women see the products and discuss with a sales associate what they should use.

When my daughter wanted to wear makeup I took her to the local mall and at the Estee Lauder counter she had a make over. The sales associate was able to discuss with her the correct products to use for her type of skin and complexion. Not only did we buy items at the time she is a regular customer to this day of Estee Lauder products. Since women want to talk with experts the free facial is a very good promotion. The simple slogan should still be used. The designer shopping bags should be given out for the Oil of Olay products with free samples see Figure 7. Women like to try items and will come back for more.

3. Couture or High-End – Since we would be using the Beauty Arsenal spa or a spa similar it would be a more high level advertising. The customer list would receive an invitation to a free spa treatment of Anti-aging products. The invite would be done as a formal invitation. On the spa letter head with the request for the customer to come in for a free treatment. If not done on Spa letterhead then uses the cream color of the logo in Figure 6 for the paper and trimmed in Gold with Gold lettering. This will give it the richness it deserves. This type of advertising will direct the marketing to the high society crowd and give it some exclusivity that this line is going for. With the facial the beauty consultant would give the customer the personal touch and information regarding their skin. Free samples would be given out and an upscale possible canvas bag with the Oil of Olay log from Figure 7 with gold or silver leather handles. This is expensive but will keep the look that this product deserves.

Notes

Prices For Bags Came From http://www. 4imprint. com/Contemporary-Cotton-Convention-Tote/EXEC/DETAIL/~BSID513/~SKU101568/~CA101568. htm Sign For Storehttp://www. inkhead. com/banners-signs-_ca-877-1. html? SearchSubmit= True&sob= 2&snr= 12&lpr= 50&hpr= 500&rg= 3 Currency Converterhttp://finance. yahoo. com/currency/convert? amt= 420%2C265+&from= CNY&to= USD&submit= Convert

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