Marketing Plan for Lancome Company

Table of Contents

I. Executive summary: 1

II. Current market situation: 1

1. Market description: 1

2. Product Review: 2

3. Competitive Review: 3

III. Strengths, Weaknesses, Opportunities and Threat Analysis 6

1. Strengths: 6

2. Weakness: 7

3. Opportunities: 7

4. Threats: 8

IV. Market-Product Focus: 8

1. Marketing and Product Objectives 8

2. Target Market 9

3. Product differentiation 9

V. Marketing Strategy: 9

1. Product Strategy: 9

2. Pricing Strategy: 9

3. Distribution Strategy: 10

4. Marketing Communication Strategy: 10

4.1. Advertising: 10

4.2. Direct Marketing: 11

4.3. Sales Promotion: 11

4.4. Personal selling: 12

5. Marketing Organization: 12

VI. Action Programs: 12

VII. Budget ( in one year from 7/2012 to 7/2013 ) 13

VIII. Controls 14

Source 15

Executive summary:

Lancôme is preparing to launch a new anti-aging cream concluding the perfect result of 10 years exploring in lab and be recommended as "A miracle elixir exists", the Absolue L'Extrait, in Vietnam cosmetic market. Our product offers a competitively unique combination of the latest advanced technology in dermal stem cells and great beauty effects after testing and launching in other countries. We are targeting specific segments in the consumer and taking advantages of opportunities indicated by the huge demand for beauty in such a dynamic economic.

The primary marketing objective is to achieve first-year Vietnam sales of 10,000 units. The primary financial objectives are to achieve first-year sales revenues of $3.5 million and break even early in the second year.

Current market situation:

Lancôme is founded in 1935 by Armand Petitjean in France. From the beginning till now, Lancôme has brought beauty for women in 160 countries worldwide through 28.000 retailers and stores all over the world.