Premium Essay

International Marketing Plas

In: Business and Management

Submitted By shelendera
Words 3074
Pages 13
Marketing Term Paper — Document Transcript * MARKETING PLAN FOR DIVA INTERNATIONAL LIMITED

* Marketing Plan 2 Presented to: Mr. Sonu Dua

We are grateful to our teacher Mr. Sonu Dua for teaching us curriculum of marketing. His versatile knowledge in marketing field and unique teaching style has developed our knowledge and cleared many marketing concepts. We are all the most grateful to him for assigning this project, which has further helped us in evaluating many interrelated dimensions of marketing. Finally we bestow our thanks to all who has directly or indirectly supported us with their assistance and guidance to compose this report and accomplish broader vision to visualize things in marketing concepts. Durgesh Kumar Singh Diva International Ltd * Marketing Plan 3 Diva International Ltd
Preface Introduction • Executive Summary • Mission statemen t • Objectives The Business • Business Background • Product/Service Description • Distribution network Macro environmental Analysis Diva International Ltd * Marketing Plan 5 • Economic Analysis • Social-Cultural Analysis Market Analysis • Market Definition • Market Segmentation • Competitors SWOT analysis • Strengths • Weaknesses • Opportunities • Threats General Marketing Strategy • Target Market Diva International Ltd * Marketing Plan 6 Specific Marketing Strategy • Pricing Strategy • Distribution Strategy • Personal Selling Strategy • Advertising Strategy • Sales Promotion Strategy Financial Analysis PREFACE This Marketing Plan is prepared for the course of “Principles of Marketing” on Diva lipstick ® the product of Diva International Limited India. In this marketing plan we have the introduction, business analysis, target market of the product and bit of financial...

Similar Documents

Free Essay

Nestle Case Study

...Joey Van Hoose Excelsior ID# 30796152 M5A1- Nestlé Nestlé Case Study Nestlé has been considered the world’s largest food and beverage company for many years and they achieved this by operating under a localization strategy. Under a localization strategy, a company focuses on local responsiveness, and requires little coordination between the subunits. Working under a localization strategy, firms do not have a high need to integrate mechanisms to knit together different national operations. With that each operation has the ability to control operations by relying primarily on output and bureaucratic controls and a policy of management by exception. Considering the need for integration and coordination is low, under a localization strategy, the need for common processes and organization culture is also low (Hill, 2011). With that, each operating unit basically acts as its own entity, creating their own independent set of core values and policies. Nestlé traces its origins back to the first European condensed milk factory, based in Cham, Switzerland, that opened in 1865 by the Anglo-Swiss Condensed Milk Company. One year after this, Henri Nestlé, a trained pharmacist, launched one of the world’s first prepared infant formula companies in Vevey, Switzerland. The two companies, that at the time were fierce competitors, decided to merge in 1905 to become the Nestlé we know today, and their headquarters are still in Vevey, Switzerland (Nestlé, 2012). Nestlé begin with......

Words: 1543 - Pages: 7

Free Essay

Nestle Boycott

...Nestlé Boycott Final Exam Case Study Business Ethics The arguments for continuing the Nestle boycott from the viewpoint of consumers is that in the last 30 years, there has been significant amounts of change that have resulted from the boycott. Nestle not only agreed to abide by the WHO code but Nestle also stepped up their efforts to develop new ways of managing this baby milk issue. As stated in the article, the company introduced an ‘ombudsman system’ to encourage employees to confidentially report violations without fear of retribution — this shows their efforts to change. Another example is that they are being open and transparent with their marketing by allowing Bureau Veritas, the global auditing firm to complete an internal and independent assessment. We can see that the efforts of the boycott are not being ignored in that Nestle went to great lengths to release dedicated reports on its economic and social impacts in Africa and Latin America for the first time. On the other hand, there are also arguments against continuing the boycott. Infant formula products account for less than 1% of Nestlé’s profits, yet this 30-year boycott and issue is still present today and if anything the media coverage of this issue for the last 30 years has caused anything but harm to Nestle. If anything, they are receiving more publicity than ever. Seeing as Nestle has wilfully accepted each demand by the boycott and has abided by every code of conduct presented by the WHO and......

Words: 747 - Pages: 3

Free Essay

Unethical Behaviour

... The World Health Organization found children in developing countries who fed on Nestle’s infant-formula had mortality rates five to ten times greater than that of breast-fed children. The problem was Nestle’s sinister campaign of appointing uniformed nurses to distribute the baby formula to poor mothers for free, long enough for lactating mother’s milk to dry up. The mother and child now became entirely dependent on Nestle’s infant formula, and since most of them could not afford the formula, they gave their children an insufficient quantity of the formula. The formula also required clean water, which most mothers could not access. Nestle again made the news when they sued the country of Ethiopia, one of the world’s poorest countries, for six million dollars during the time when it was in the midst of the worst drought in 20 years. Nestle wanted compensation for its stake in the Ethiopian Livestock Development Company (Eldico), which it obtained through an investment in Schweisfurth, a German company. Ethiopia had nationalized Eldico and sold it for a profit. Nestle finally reached a settlement of $1.5 million with Ethiopia, the maximum the government could afford. Recently, Nestle has made headlines again for getting caught spying on Attac, a non-government organization. Nestle has been ordered to pay compensation to the organization. ( Numerous other shady......

Words: 582 - Pages: 3

Free Essay

Nesle - Strategic Managment

...Nestle is a Swiss, world leading multinational company producing a wide range of tasty beverages and nutritious food at international standards. Nestle holds on to a good brand name, innovative products, low cost, rising share market and a financial position which can be classified as Cash Cow using the Boston Consulting Group Matrix. Nestle has an employee strength of over 328,000 people around the world. Nestle produces a wide range of baby food, dairy products, beverages, pet food, confectioneries and also pharmaceutical products. My selected country Australia, had become the second largest export market for Nestle by 1906. This potential translated to setting up the business in Australia in 1908. Nestle Australia Ltd is ranked at number 83 against 2000 Australian companies This public company is foreign owned and it’s profits are focused from Beverage, food and Tobacco manufacturing. Strengths The strengths of this company is it produces quality products. It’s more than 140 years in the industry has earned Nestle the world’s biggest brand. Committed research and development through product innovation resulted in the invention of Milo in 1934 which is seen as a breakthrough in Nestle technology in Australia. Nestle is seen as the world’s biggest brand and was featured as a top brand in the Fortune 500 list Nestle also hold a strong marketing and advertising power due to the global brand. Nestle’s constant upgrade in technology has resulted in the quality and...

Words: 2290 - Pages: 10

Free Essay

2009-Report to Congress of the Us-China E and S Review Commission

...2009 REPORT TO CONGRESS of the U.S.-CHINA ECONOMIC AND SECURITY REVIEW COMMISSION ONE HUNDRED ELEVENTH CONGRESS FIRST SESSION NOVEMBER 2009 Printed for the use of the U.S.-China Economic and Security Review Commission Available via the World Wide Web: dkrause on GSDDPC29 with K1 VerDate Nov 24 2008 08:23 Nov 10, 2009 Jkt 052771 PO 00000 Frm 00003 Fmt 6012 Sfmt 6602 M:\USCC\2009\52771.XXX APPS06 PsN: 52771 M:\USCC\USChina.eps Report Documentation Page Form Approved OMB No. 0704-0188 Public reporting burden for the collection of information is estimated to average 1 hour per response, including the time for reviewing instructions, searching existing data sources, gathering and maintaining the data needed, and completing and reviewing the collection of information. Send comments regarding this burden estimate or any other aspect of this collection of information, including suggestions for reducing this burden, to Washington Headquarters Services, Directorate for Information Operations and Reports, 1215 Jefferson Davis Highway, Suite 1204, Arlington VA 22202-4302. Respondents should be aware that notwithstanding any other provision of law, no person shall be subject to a penalty for failing to comply with a collection of information if it does not display a currently valid OMB control number. 1. REPORT DATE 3. DATES COVERED 2. REPORT TYPE 01 NOV 2009 4. TITLE AND SUBTITLE 00-00-2009 to......

Words: 185166 - Pages: 741

Premium Essay


...Changing revealed comparative advantage: a case study of footwear industry of Pakistan by Naseem Akhtar, Nadia Zakir, Ejaz Ghani Comments • 1 • 2 • 3 • 4 • 5 • 6 • 7 • 8 • 9 • 10 • 11 • Next The study looks at the issues facing the footwear industry regarding its competitiveness in the global perspective and its potential for growth. The methodology of Revealed Comparative Advantage (RCA) is used to analyse the comparative advantage at 2-digit and 4-digit levels of industrial classification. The paper highlights the problems faced by the footwear industry and identifies the role of entrepreneurship for the progress of the industry. The analysis shows that in recent years, specifically the period from 2003-06, the footwear industry has moved from disadvantage (as compared with China and India) position to comparative advantage. The study indicates that there is potential for higher growth of the industry and it can become a source of export earnings. The study suggests that in the rapidly changing global economic environment and in the face of increasing cost of doing business in Pakistan, there is a need to strengthen the competitiveness of the footwear industry in Pakistan. JEL classification: L67 Keywords: Revealed Comparative Advantage, Footwear, Pakistan. 1. INTRODUCTION The global export patterns are changing fast as a result of reduction in trade barriers and technological advancements that have led to gains in productivity and change......

Words: 5840 - Pages: 24

Premium Essay

Market Entry

...This section discusses the market entry strategy that is used to enter the South African market would be direct exporting through a distributor in South Africa. Through a distributor/intermediary but would these intermediary is customer based in the South African market. Participating in Trade shows and exhibits in association with African Farmers Workshop and Expo other similar associations to meet potential customers. Direct exporting would not require a large investment and understand and test reaction of customers. Using a distributor would be a good start for Agrium Inc. to enter South African market and understand how the product is accepted and expand into other parts of Africa. As the demand for imported fertilizers is increasing due to the limited and high prices of locally produced fertilizers and also the lack of fertile soil appropriate for agriculture this as posses the right time to enter and capture the market and a distributor would be a faster and easier way to enter the market. The trade shows and exhibitions would provide a good platform to interact and build a relationship with potential distributors. Even getting touch with the South African embassy, or the Canadian embassy in South Africa could be helpful to decide on a distributor, also become a member of Fertilizer Association of Southern Africa (FERTASA), which brings farmers and compnies providing any agricultural products together providing a good platform to meet more potential clients.  Agrium Inc...

Words: 869 - Pages: 4

Free Essay


...No. 2106 February 8, 2008 Trojan Dragon: China’s Cyber Threat John J. Tkacik, Jr. America’s counterintelligence czar, Dr. Joel F. Brenner, painted an alarming picture of economic espionage in 2006, albeit in the objective tones and neutral parlance of the intelligence community. He reported to Congress that “foreign collection efforts have hurt the United States in several ways”: • Foreign technology collection efforts have “eroded the US military advantage by enabling foreign militaries to acquire sophisticated capabilities that might otherwise have taken years to develop.” • “[M]assive” industrial espionage has “undercut the US economy by making it possible for foreign firms to gain a competitive economic edge over US companies.” Dr. Brenner characterizes China as “very aggressive” in acquiring U.S. advanced technology. “The technology bleed to China, among others, is a very serious problem,” he said in March 2007, noting that “you can now, from the comfort of your own home or office, exfiltrate information electronically from somebody else’s computer around the world without the expense and risk of trying to grow a spy.” On November 15, 2007, the bipartisan, congressionally chartered U.S.–China Economic and Security Review Commission (USCC) put a finer point on it: “Chinese espionage activities in the United States are so extensive that they comprise the single greatest risk to the security of American technolo- gies.” Cyberpenetration is by far China’s most......

Words: 8993 - Pages: 36

Premium Essay

Bare Bones

...tion inflaange rates cto phic fa nemp subsid taxa hea u n envirot l M e ade s on na a n gi ra demog al dec politic ow ons er su n c C change i nfl subunemployateion men si m nt t re gula dy tio p an h envir social u lea ence ns d s fisc ersh al p i olic p y ge leade e cultur nt onme leg al inte stra rnal c teg au infl ic decisio ses enviro n missio tec al envir ecisio nt ra hno onm ns logi ent po cal or c strategi es influenc ent nm han ic envi gic lega ge a aim ron men l p l stra enviro roces t nm te soc tegic e s i d ic om on ec cy ure env ct iron e m bj lead iron en pla nni ersh ment t nd o tech ng for c ip a eco han nom nolo s ge c lt ea tr o ic m ubl de p n e th n cult mis sio n, a ims and soc obj ial e ect ive nv s s...

Words: 27143 - Pages: 109

Premium Essay


...One of the aims of any company is holding the largest portion of market share. To gain a competitive edge, the company uses marketing as a means to attract the consumer to the service which it provides. Marketing as defined by Boone and Kurtz suggest the following; "Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services, organizations, and events to create and maintain relationships that will satisfy individual and organizational objectives” ( The American Marketing Association also released a definition of marketing which states, “Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders” ( ) While these two definitions speak of the relationship between satisfaction and the value of the customer, others take a different view in defining marketing. says that marketing is “the activities of a company associated with buying and selling a product or service.” adds that marketing consists of the “commercial processes involved in the promoting, selling and distributing of a product or service” These two definitions consider the processes which take place in carrying out sales. Wireless Ventures Ltd. trading as Digicel...

Words: 2835 - Pages: 12

Premium Essay

Strategic Marketing & Planning, 2009 Fiji Water

...Strategic Marketing & Planning, 2009 Fiji Water Executive Summary: There are multiple recent strategic issues that the bottled water company Fiji Water is facing. The economic recession has led to a change in consumer purchasing trends, and the bottled water category is not as stable financially as it used to be. Environmental issues, such as waste and pollution, are also affected Fiji Water and its competitors. Bottled Water companies are attempting to shift packaging and shipping to more ecologically friendly materials and modes, as consumers favor environmentally sustainable products. Additionally, as consumers focus on obtaining healthier lifestyles and diets, they have begun to question the safety and purity of the water that bottled water companies are producing. Fiji Water has been affected greatly by all of these issues, as well as negative press about the socio-economic conditions of their souring location, and in 2008 was forced to layoff 40% of their staffing resources. With limited resources, an action plan going forward must be cost efficient and extremely effective. By analyzing and critiquing four potential strategic options, a rational next step for Fiji Water can be discovered. By supporting this plan with marketing tactics and communication, it can attempt to stimulate growth for the company. Current Overview: History: Fiji Water is bottled water artesian water that was founded in 1993 in Colorado and first produced and sold to the......

Words: 10365 - Pages: 42

Premium Essay

Sales Motivation

...2010 White Paper 10 Things You Should Know Before Buying An Energy Trading & Risk System London: +44 20 7632 0170 Moscow: +7 495 925 7245 Singapore: +65 6738 6525 New York: +1 212 904 0740 Kuala Lumpur: +603 2776 6805 10 Things You Should Know Before Buying An Energy Trading & Risk System -- Table of Contents -- Part I: The 10 Key Points To Consider Before Buying An ETRM System......................Pages 1-5 1. Hardware Vs. So ware-as-a-Service (SaaS) 2. Speed Of Implementa on 3. Integra on 4. Customiza on 5. Affordability 6. Access 7. Security 8. Protec on Against Loss 9. Project Management 10. Scalability Part 2: A Problem-Solving Approach By Leading Companies ...................................Pages 6-11 Read About Four Very Different Companies & Their Success In Approaching & Implemen ng An Energy Trading & Risk System. Case Study 1: Singapore, Trading Company With Bunkering Opera ons (Company Confiden al) ....................................Page 7 Case Study 2: Germany, Trading Company With Bunkering Opera ons (Company Confiden al)...................................Page 7-8 Case Study 3: Africa, Regional Trading Company: Linetrale ............................................................................................Page 8-9 Case Study 4: Russia, Large Integrated Oil & Gas Company: TNK-BP.........................................................................Pages 10-11 The Costs Of Failing......

Words: 5620 - Pages: 23

Premium Essay


...® Pla n t o Profit a bilit y 5 Y e a r Busine ss Pla n February 16, 2012 Introduction  The United States Postal Service (“USPS”) continues to endure the negative effects of electronic diversion combined with a weak economy and increased funding obligations  This confluence of events has had financial impacts on the organization which have become untenable  While the USPS has continuously sought to make operational improvements and improve efficiency, the organization’s current financial position requires additional action to ensure viability and self sufficiency  The following presentation has been prepared by the USPS in order to communicate its business plan (“Business Plan”) to key stakeholders  Specifically, the document covers ● Challenges facing the organization today, notably electronic diversion and the importance of First-Class Mail ● Financial impacts of both the difficult operating environment and regulatory framework under which the USPS operates ● Actions USPS is planning to take to address its financial position and outlook ● Financial benefits of the identified initiatives and impact on USPS stakeholders ● Overview of continuing actions to confront revenue declines through innovation 1 February 16, 2012 ● Business Plan risks and sensitivities Continuous Efficiency Improvements at USPS Annualized Savings vs. Workhours 1,500 1,459 1,423 1,373 1,258 $9.3 1,200 1,100 $0.0 1,000 2006 $1.2 2007......

Words: 4152 - Pages: 17

Premium Essay

Toys Industry in the Nl

...PLA 9 - PROJECT BUSINESS PLAN BUSINESS PLAN Date: 13-04-2012 By: Kasimir Euen, Bobby Antonov, Grigor Minev, John Manunza Table of content Cover Title Page 1 Executive summary Preface Table of content 2 1. Introduction 2. Product 3 3. The Team 5 4. The environment 6 4.1 Macro environment analysis 6 4.2 Market determination 8 4.3 Competition analysis 8 4.4 Supplier analysis 10 4.5 SWOT-Overview - Key issue matrix 10 5. Marketing strategy and marketing mix 12 5.1 Marketing strategy 12 5.2 Market potential 12 5.3 Marketing Mix 13 2 Product After some years in declining of the toys purchasing in the Netherlands, there is a trend from the last year, which will continue this also, of increasing the number of purchases this year. As the economy is recovering from the financial crisis people are able to spend more for toys. So the toys industry has positive expectations for the future. EduPlay solves one very big problem of its competitors’ games. The other board games have only several questions in their box. When somebody plays the game many times he will learn the questions by heart and there is no point to play the game anymore because it becomes boring. The innovation of EduPlay is that there are online......

Words: 3775 - Pages: 16

Free Essay


...“… decisive action requires nothing less than a remaking of Malaysia Inc…” “The Government would like to see Khazanah emerge as one of the biggest and most dynamic investment houses in the region… emerge stronger, more nimble and able to create more value” Tun Abdullah Ahmad Badawi, Chairman of Khazanah Nasional 14 May 2004 Briefing for SCIC’S “EFFECTIVE MANAGEMENT OF STATE ASSETS & CAPITAL - INTERNATIONAL EXPERIENCES & PRACTICES IN VIETNAM” CONFERENCE 21 April 2009 Who We Are and Our Role investment arm, entrusted to manage the commercial assets held by the government, and to undertake strategic investments in new industries and geographies. shareholder value creation, efficiency gains and enhance corporate governance in companies controlled by the government, commonly known as Government-Linked Companies, or GLCs. Khazanah is set up as a company, and has a nine-member board comprising representatives from both the public and private sectors. Khazanah is also the key agency mandated to drive Khazanah is Malaysia’s strategic Prime Minister & Finance Minister Razak sits on the Board of Khazanah. Mohd Najib Tun Abdul Khazanah’s management team is headed by Managing Director Azman Mokhtar and the team comprises of professionals with backgrounds and experience in investments, finance and consulting. 1 Our Mandate Leading strategic investment house that creates sustainable value for a globally competitive Malaysia Accomplish Strategic Vision and......

Words: 3579 - Pages: 15