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Introduction Consider it a fresh start. Introducing a new product to the market is not only described as selling and advertising. Indeed, launching a new product needs more than that, in orders to be highly demanded and successful. Other factors contribute to making a product successful: great strategy dedicated employees, good information systems, excellent implementation, especially when it comes to launching a new product to a highly developed market. That is where marketing is used, as today’s successful companies at all levels have one thing in common – they are strongly customers focused and heavily committed to marketing. Marketing, more than any other business function, deals with customers, creating customer value and satisfaction are at the very heart of our research. Although we will explore more detailed launching a product process in terms of successful marketing later on. Perhaps the simplest definition is this one: Marketing is the delivery of customer value and satisfaction at a profit. The goal of the marketing is to attract new customers by promising superior value, and to keep current customers by delivering satisfaction. (Adrian Payne, “The Essence of Services Marketing”, p.30). Executive Summary In order to make a comparatively successful research, it has been decided to launch to the market and describe our possible actions in terms of target market, market segmentation, product positioning, consumer buying process, product life cycle concept, product strategies, product differentiation, competitors, branding, distribution and promotion issues and marketing implementation process. In order to demonstrate all the aspects of the marketing a new product will be introduced. This will be a new anti-wrinkle cream from “Imperial Russian Skin Cosmetics” This cream is called “Anti-Wrinkle Strike”. To make this research consistent, it has been divided into following parts: introduction (the one you have a current opportunity to read the first of all), executive summary, body, which will talk about all the aspects of the Australian Market and major findings accompanied by conclusion where all the major findings can be seen. Market Introduction Product As it was mentioned above, our cream is called “Anti-Wrinkle Strike” and it is produced by a leading Russian company in cosmetics industry, that is “Imperial Russian Skin Cosmetics”. As far as market introduction is concerned, this cream can be described as a Total Turnaround Visible Skin Renewer, a big break for complexions everywhere. This next-generation de-aging expert instantly reveals clearer, brighter. Livelier skin. Then keeps skin at its best: softer, smoother, more even-toned. Does it by casting off cells past their prime. Finally, for eyes, all the proven repair and protection of our most famous skincare complex. Plus, never-before repair technologies to successfully treat the appearances of lines, dryness, puffiness and dark circles. All night, all day, it accelerates skin’s recovery process and protects its defense systems to give you skin a younger future. Nurturing stronger, newer, healthier-looking skin to surface. The result? Under its wing, skin looks fresh and visibly less lined. Is better, better to resist environmental assault. This talented newcomer was simply born to succeed. See why. Anti-Wrinkle Strike. Allergy Tested. 100% Fragrance Free. International patents pending. What else can be added to these exceptionally attractive characteristics? The product must be introduced in consistency with so-called successful management techniques that will be described below. Place/Distribution The key strategy of our company is to choose outlets that are best suited to selling our product successfully. Taking in account possible difficulties with a demand on our product, that is currently unknown for an average Australian consumer, we decided to distribute a small batch of anti wrinkle cream into the major stores such as “Grace Bros.” and “David Jones” especially around Bondi Junction/Bondi Beach, Edgecliff, Rosebay and Watson’s Bay. These areas are very well known as a residence of Russian-cultured population. This feature can be used for the benefit our company as these consumers will be loyal to our production. Russian cosmetic stores are situated around these suburbs, and we find it easier to distribute the first arrival of our product to these stores.
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