Australian Skincare Company
Project 1 - International marketing plan
Australian company had developed a unique camouflage
to visually correct skin conditions. The company had:
direct competitors in Australia or overseas
large, stable market which was identifiable and accessible
Australian outlet located away from major centres
methods that precluded outsourcing or resellers
wide publicity for which it was unprepared.
To develop a strategy to penetrate Australian market that could be implemented with existing company resources,
and could be replicated in global markets.
We conducted primary and secondary research to verify
local and global market size and value.
We interviewed 92 doctors, specialists, dermatologists
and distribution specialists to gain:
on product and interest to refer or sell
for best locations/referees for maximum exposure and
for maximum appeal to doctors and patients
for most appropriate and acceptable distribution model
of key market obstacles and opportunities.
We developed a detailed marketing strategy to penetrate
the local market and to expand globally.
We created sales tools
and prioritise responses from media
the product cost-effectively at scientific meetings
medical positioning of the product for dermatologists
existing and potential partners and referees.
weeks the company gained:
research into size and value of the accessible markets
detailed review of their methods and ways to optimize
complete marketing strategy including alternative
to the key referees and influencers in NSW and QLD
and contacts for optimum distribution points and partners
and processes to capture and manage media responses
strategy to enable penetration of accessible markets
action plans to enable staged rollout nationally and
At completion of the project, the company was:
for international publicity linked to a major clinical
to capitalize and manage market demand with existing resources
positioned for investment for growth.