Les particularités du plan de marketing pour exportation des producteurs roumaines de cosmétiques
Les particularités du plan de marketing pour exportation des producteurs roumaines de cosmétiques

Summary/Abstract: The cosmetics industry has a record in terms of launching new products, even in the case of series products. However, the cosmetics industry represents a vital industry, not specifically for the contribution they have to gross global product, but because it has a strong influence on social and human psychology or on the quality of life. Opportunities of globalization require continuous changes in the marketing policies of the companies. The main purpose of this paper is to make a diagnosis of Romanian cosmetics industry by highlighting specific export marketing policies Romanian cosmetics producer to the European Union and create benchmarks to improve operational planning activities. Thus, in order to succeed in a mature market as the European market, we propose an export marketing plan framework, customized for the existing situation of Romanian producers, designed leading marketing efforts towards effective export activities. The particularities will focus on election strategies phase that suggests, in addition to traditional or existing strategies, to adopt some customized strategies. The analysis results concern the development of e-communication system with existing customers for increasing their loyalty to the Romanian products and distributors marketing strategies decentralization. Also, we have developed some useful form adapted to Romanian cosmetics producers in analyzing the situation, forecast revenue and measure the effectiveness of marketing

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