Marketing Plan : Dolly Moo launching its baby oil with different scents in China

Question

Marketing Plan : Dolly Moo launching its baby oil with different scents in China

1. Introduction

Dolly Moo is a well known soaps, candles and lotions brand in Montclair NJ.It is planning to make its first global venture and introducing Dolly Moo in China. They are launching the Dolly Moo scented baby oil first but intend to launch the handmade soaps and cosmetic products very soon.
This documents provides the marketing plan for the venture.

2. Situation Analysis
Situation Analysis aims at understanding the complete situation with respect to the product. It covers the external environment analysis, product category analysis, Competitive analysis, Consumer analysis, Brand Review etc.
It forms the backbone of all the market planning and is the most important part of the plan.

In the Chinese market, external brands account for 60% of the total sales , with sales value that amounts to nearly 90%. The cosmetic market in China attracts international brands, it includes both multinationals as well as for small businesses.
Regulatory : Importing cosmetics in China requires complying with a cosmetics regulations in China.As baby oil comes under non-special use cosmetics category, it requires a record-keeping certificate. It is issued by CFDA.

Political : China is hazardous with respect to political risk. There is constant battle between the country’s central government and the provincial and local governments over applicable law, and observance or non-observance of it. This makes it difficult for companies operating in China to know exactly what the rules are.Currency devaluation and rampant inflation are some possible risks as well.

Cultural :There is high level of inequality of power and wealth within the society.The society's time perspective and an attitude of persevering; that is, overcoming obstacles with time.Moreover there is high level of emphasis on the collectivist society imposed by the communist rule compared to the values of individualism.Loyalty in a collectivist culture is paramount.

Economical : China has remained a primary recipient of the world’s destination of FDI in recent years.The liberal economic policies in the 1980s have strengthened China’s economy. However, the country still suffers from inadequate transportation, communication, and energy resources.The disparity between urban China and the rural hinterlands is huge. Other major problem is government corruption.

Business Category Review :The Baby Product Manufacturing industry in China produces a range of products, such as baby food, clothing, toys and skincare products. In the past five years, industry revenue has been increasing strongly at an annualized rate of 11.6% to $47.8 billion in 2017. China's family-planning policy, which relaxed somewhat in November 2013, makes the only child of the family more precious.

Explanation / Answer

The assignment is to write a marketing plan of a product from a local business called Dolly Moo in Montclair NJ. They make soaps, candles and lotions and have not entered into the global market. The goal is to introduce Dolly Moo to China because they have a large market for handmade soaps and cosmetic products. But the main product I have to use is a body oil with different scents. So I have to establish a well written marketing plan for this product which I will be exporting to China.

You will have to create a plan targeting towards the Chinese consumers by studying the factors of (ECONOMICAL, POLITICAL, CULTURAL, BUSINESS ENVIRONMENT AND FINANCIAL/LEGAL ENVIRONMENT). Please provide a well written marketing/business plan based on these factors. Please put in bold any used citations or articles you pulled information from. And provide the works cited.

Lenght of paper: (1200+ words)

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