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Marketing Plan: Shiseido’s Shampoo in Australia Introduction Japan based Shiseido has its footprint in as many as 85 countries. The company has a vast array of products in its portfolio and now, as a business strategy it intends to expedite expansion in international markets.
Akin to olive oil in terms of function, tea seed oil is very effective for hair care. Not only does it strengthen hair and protect it from damage, it also provides moisture to the hair. Shiseido now intends to sell Tsubaki in Australia as it sees tremendous potential for that product in that market. Competitive Landscape in Australia Procter & Gamble Australia Pty Ltd, Unilever Australia Ltd, L'Oreal Australia Pty Ltd, Hans Schwarzkopf & Henkel GmbH & Co KG, Colgate-Palmolive Pty Ltd and Alberto-Culver Pty Ltd. In addition to these there are many other, domestic as well as international players, vying for a chunk of the shampoo market in the country. Demographic Environment The total population of Australia stood at 22 million in 2010. The gender-wise break-up of the Australian population is depicted in table below: Population (Gender Wise) 2010 2020 in '000 % in '000 % Male 10998 49.76 12591 49.86 Female 11102 50.24 12663 50.14 Total 22100 100 25254 100 Source: Euromonitor International The table shows that the male female population is almost equal and is likely to remain so by 2020. The ethnic composition of the country includes 92 percent Whites, 7 percent Asians and 1 percent Aboriginal and others (Euromonitor 2011). Thus females of Asian origin residing in Australia are approx .7 million. ...
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