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Global Expansion Japan Marketing Plan



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Executive Summary


The Global prestige skin care market accounts for $2.25B in annual consumer spending. Asia
Pacific and Japan markets account for 8! of total global sales "$#.8B$. %urrentl&' P(G
accounts for appro)imatel& 22! of the global beaut& product market share.

The GLTs aggressive goal of doubling sales in the next five years, coupled with the potential
opportunity to serve a currently un-tapped market segment, suggests PG should leverage the
already developed momentum in the !apanese beauty care market as a source of hyper-
growth" Group # estimates current $%-&& sales of '#() million can be doubled in next five years
by focusing on growing the Japanese prestige skin care market.

Technical product inno*ations and the introduction of ne+ ,-.// product lines such as anti.
aging care' skin.+hitening products' skin.cleansing and skin.nourishing products' in concert
+ith greater consumer a+areness and skin care education campaigns' P(G can greatly
expand the Japan market opportunity. Group # estimate P(G can significantl& impro*e the
,-.// gro+th rate from current 5! per annum to appro)imatel& 2! per annum in t+o &ears
b& incorporating the aforementioned campaigns into the target markets segments.

This plan deals in detail the anal&sis of different global markets and choice of Japan for further
e)pansion in the premium skin care market' and ho+ this e)pansion can be le*eraged as a
launch pad to global e)pansion into 0urope and ne+ Asia.Pac market such as 1ala&sia' %hina'
,ingapore ( /ndonesia.





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able of !ontents
"
Executive Summary #
able of !ontents $
Summary of !urrent Situation %
*urrent +conomic landscape ,
PG Penetration within current market (
-pportunities and *hallenges .
$/-T 0nalysis 2
1ecision 2ationale 3
&ocuse' (ssessment of Market )pportunity "*
Target 4arket and customer needs assessments #)
$%-&& 4arket $egment and product lines #)
*ompetitive 2eview and *hallenges ##
&inancial + Marketing Goals "#
+xpected 2evenue #333-5))5 #5
6nit $ales #7
Month to Month ,nit Sales &orecasts "%
Summary of Marketing Strategy "-
-b8ective #(
*9P #(
4arketing 4ix #.
Product #2
Product Line #2
Place #8
Price #3
Promotion #3
The . 4s 2#
Monitoring + Evaluation of Marketing Plan #$


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Summary of !urrent Situation


!urrent Economic lan'scape


/n #333' The Global prestige skin care market accounts for $2.25 billion at retail le*el4 out of +hich 5nited
,tates and Asia pacific combine accounts for 5! of market share. /n Asia Pacific' Japan accounts for 8! of
the total sales' +hereas china is becoming the second largest market +ith a t+o.&ear gro+th rate of 28!. The
facial skin care prestige market can be further segmented into facial cleansers' Anti.aging' Acne Treatments'
1oisturi6es and 7ade8Bleach. /n the skin care segment' facial cleansers accounts for 92! of the market share
follo+ed b& anti.aging +ith 25!.

Procter ( Gamble "P(G$ is one of the global market leaders in beaut& products. /n terms of dollar sales' P(G
accounts for appro)imatel& 22! of the beaut& product market share in the +orld. /t sells facial skincare
products through its Beaut& ( :ealth di*ision. The ke& products in the Beaut& sub group are cosmetics'
deodorants' feminine care' fine fragrances' hair care' hair colorants' personal cleansing' professional hair care'
and skin care. The ke& brands in this product groups are; Al+a&s' :ead ( ,houlders' <la&' Pantene' =ella'
%o*er Girl' Gillette ,eries' :erbal 0ssence' :ugo Boss' >ice ?n 0as&' <ld ,pice' ,afeguard' ,ecret' ,-//' and
Tampa).

,-.// is a leading' high.end beaut& brand +ith a +ide arra& of skin care products than had not been recogni6ed'
much less e*aluated in the 1a).7actor ac@uisition b& P(G in #33#. A,-B stands for A,ecret -e&B C referring to
an ingredient Pitera. Pitera' secret &east based ingredient supposedl& de*eloped b& Japanese monk +ho
noticed ho+ the hands of +orkers in sake bre+eries kept &oung looking. ,-.// had a small but lo&al follo+ing.
Priced at $#2 or more per bottle it +as top of the skin care range.

=ith the ,-.// product line P(G +as successful in the global prestige skin care market in Japan. Tai+an and
:ong -ong' +hich encouraged management to begin e)pansion into other gro+th markets like %hina' 0urope'
,ingapore' 1ala&sia and ,outh -orea.

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P+G Penetration within current market


P(G created its first o*erseas di*ision n #3D8 that dro*e three decades on rapid e)pansion. Gro+ing first in
0urope' then Eatin America and Asia' b& #38 P(G had operations in 2F o*erseas countries accounted for o*er
25! of its $## billion +orld+ide sales. 7or the anal&sis of prestige skin care market +e are restricting to the
locations to Japan' %hina' :ong -ong and Tai+an.


Japan


P(G has been operating in Japan in #3F2. >ot until #33 did P(G enter the beaut& care market under the
subsidiar& P(G Japan. The parent compan&Gs #33# ac@uisition of 1a) 7actor ga*e P(G Japan a foothold in the
# billion dollar JapaneseGs cosmetic market. But in Japan' sales of onl& $9 million made a distant number.
fi*e competitor' its 9 percent share d+arfed b& ,hiseidoGs 2!. /n #332 1a) 7actor Blue +as launched' a top
end' self.select color cosmetic line to be sold in general merchandise and drug store. /n #33D' the Japanese
beaut& care business lost $5 million on sales of less than $9 million. <*er the ne)t 9 &ears the local
organi6ation had made the 1a) 7actor profitable. The product lines +ere rationali6ed from #'D ,-5 to 5'
distribution support +as focused on D' sales outlets as opposed to the pre*ious #' and sales and
marketing staffs +ere cut do+n from 2 to #5. B& #333' ,-.// had sales of $#5 million in Japan. The& had
created a great brand and lo&al customer base.


!hina


P(G has been operating in china since #388. Because of the e)traordinaril& lo+ prices of %hinese laundr&
products' the compan& had uncharacteristicall& led +ith beaut& products +hen it entered the huge market.
<la& +as launched in #383' and after earl& problems' e*entuall& became highl& successful b& adopting a
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nontraditional marketing strateg&. <la& +as sold through counters in state.o+ned department stores staffed
b& beaut& counselors. B& #333' <la& had almost #' such counters in china and +as a huge success.


aiwan + .ong /ong


P(G entered the Tai+an ( :ong -ong market in the mid #38. B& #333' both these markets +ere success full
and accounted for D5! of total ,-.// market sales.


)pportunities an' !hallenges


S0) (nalysis


,=<T anal&sis is used as a frame+ork to e*aluate the ,-.// launch as Global Brand in the markets of Japan'
%hina and 5-. /n the follo+ing anal&sis the market has been broken do+n b& geographical area and further at
the countr& le*el.


Market SWOT Analysis










Japan

Strengths:

,uccessful and established brand in Japan.
Eo&al ,-.// customers spend $# a &ear on the brand.
0stablished distribution channel in Japan and
Best H(I Eabs creating inno*ati*e products.
/n*estment @uite lo+ for mo*ing into ne+ markets.


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Weakness:

:igh spending on ad*ertising in Japan' Tai+an and :ong -ong.
:igh H(I spending.
,lo+ Ie*elopment of ne+ products.
,imultaneous organi6ational restructure.

Opportunity:

1arket of # Billion. 1a).7actor has tapped onl& 9! of market
share.
<pportunities to mo*e into ne+ segment b& anti.aging and skin
+hiting.
,trateg& of product inno*ation and superior in.store ser*ice has the
potential to double sales in Japan o*er the ne)t 2.F &ears.

Threats:

1arket gro+th slo+ed do+n in recent &ears.
/ntense competition ",hiseido' -anebo' -ao$.










China

Strengths:

:ighl& successful <la& brand.
%hina market +ell kno+n through <la& launch.
0stablished distribution channel through <la& brand.
Best H(I Eabs creating inno*ati*e products.

Weakness:

:igh H(I spending.
,lo+ Ie*elopment of ne+ products.
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,imultaneous organi6ational restructure.
%ost of Product 2.9 times more than local brand.
1ore comple) regime of using ,-.// "D step process$.
:igh import duties.
7orecasted #! sales drop in the initial three.&ear period.
Iistraction to P(G strateg& of becoming a main stream %hinese
compan& and to its competiti*e goal of entering 2 %hinese cities.

Opportunity:

Prestige beaut& segment gro+ing at 9.D! a &ear.
,econd largest market in the +orld.
%heap labor and marketing cost +ill impro*e profits.
#.#5 million in sales in 9 &ears.
:ighest gro+th rate of skin care market "28!$.

Threats:

Battling %ounter fit products.
/ntense %ompetition.
0*er& maJor competitor in beaut& skin care space is alread& here.








UK (Western
Market

Strengths:

Helati*el& large and sophisticated group of beaut&.conscious
consumers.
Achie*e # million b& the fourth &ear in 5- market.

Weakness:

:igh H(I spending.
,lo+ Ie*elopment of ne+ products.
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,imultaneous organi6ational restructure.
>o brand a+areness or heritage in +estern market due to
prohibiti*e la+s in ad*ertising.
1ore comple) regime of using ,-.// "2.8 step process$.
/nitial consumer research in the 5.-. had pro*ed mi)ed results. Blind
testing. Because of the lack of beaut& counselors' anal&sis and
ad*ice and had not practiced the full skin care regimen.
Eoss of #.2 million annuall& o*er the first 9 &ears.

Opportunity:

Possible to e)ploit sales chain alread& successful +ith fragrances.
Gro+th rate of #F! in skin care products.

Threats:

/ntense competition from 0stee Eauder' %lini@ue' EancKme' %hanel'
and Iior.
Prohibiti*e Ad*ertising la+s.



1ecision 2ationale


=hile there is a significant +orld+ide gro+th potential +ithin the $3B prestige skin care industr&' P(G should
full& consider the feasibilit& of successful and profitable market de*elopment and not solel& focus on sales
potential. Based on recent organi6ational changes' ne+ corporate priorities and market anal&sis ",=<T
anal&sis and the He*enue forecast template "attached e)cel template$' !"# should $ontinue to %o$us on the
Japanese market &y expanding into other ne' segments like anti.aging and skin.+hiting to increase market
share' +ith a keen e&e on other global markets like 0urope and %hina' and sei6ing the opportunit& +hen P(G
resources' capabilit&' and strateg& align.

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&ocuse' (ssessment of Market )pportunity


arget Market an' customer nee's assessments

,-.//Gs market consists of female users +ho look for a superior one.step facial e)perience that offer the
benefits of cleaning' conditioning and toning. The female users consist of teens and &oung adults and aging
+omen +ith different needs. 7or teens and &oung adults' the& look for a skin care product that can help them
to treat acne. 7or aging +omen' the& look for a skincare product that can allo+ them to maintain a &outhful
appearance.


S/344 Market Segment an' pro'uct lines


,-.// is positioned in the premium cosmetic product based on the follo+ing uni@ue factors;

#. ,-.// offers the facial treatment essence +ith its uni@ue ,-.// 7oaming 1assage %loth' +hich helps
boost moisture le*els to impro*e te)ture and clarit&. /t also has the microfibers abilit& to clean pores
and trap dirt.
2. The inno*ati*e Beaut& /maging ,&stem "B/,$ allo+s ,-.// beaut& consultants to boost the accurac& and
credibilit& of their skin diagnosis. This s&stem allo+s ,-.// to build significant lo&alt& to the customer.
9. ,-.// spent significant amount of effort in de*eloping detailed product performance data that Japanese
beaut& maga6ine re@uired to pro*e that its product fits to the premium product categor&

,-.// pro*ides different product categories to meet the customer needs. The product categories include; Basic
%ream' =hitening' Aging %are' ,kin <il8Pore care and %omple) Trouble %are.






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!ompetitive 2eview an' !hallenges


The follo+ing table sho+s a selection of competitors that directl& compete against ,-.//


Competitor Model Si(e !ri$e (US)
,hiseido 0)tra Hich %leansing 7oam D.29 o6. $55
>i*ea Anti.+rinkle ( 7irming %ream #.F o6. $3.33
0ste Eauder 5ltimate Eifting %ream #.F o6. $#
SK*++ ,a$ial -./ o(. 012



The abo*e table sho+s the +ide range of price offered b& the facial cleaning companies and according to the
market anal&sis' ,hiseido is considered to be the biggest competitor to ,-.// based on its unit price and feature
offering. Iespite the strong competition' ,-.// can stand out against its competitors based on its definite
image and brand recognition among the targeted segments.

As the Japanese skin care users has big focus in facial treatment "o*er 3! skin care usage in facial treatment$'
gi*en the fact that P(G has achie*ed onl& 9! of the $# billion of the Japan market +ith the forecast 2! t+o.
&ear gro+th rate' the continuous inno*ation in house' and its superior in.store ser*ice e)perience' ,-.// +ould
ha*e a *er& good chance to gro+ significantl& in its Japan market and thus' P(G should e)pand the ,-.// brand
+ithin Japan.










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&inancial + Marketing Goals


Expecte' 2evenue "5553#**#








He*enue for P(G skin care line is e)pected to increase
re*enue ranging bet+een 9.#D! in the &ears #333.22.
%hina' the least mature market' is e)pected to lead L8L
gro+th' b& increasing sales at a rate of #D! o*er the four.
&ear period. The GB and 5, markets are e)pected to gro+ at a 3! rate L8L for the ne)t e &ears and Japan'
P(G most mature prestige market is e)pected to gro+ at a rate of 9!.




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,nit Sales


5nit sales for the prestige product are e)pected to be in line +ith L8L re*enue gro+th.

The P(G ,ales unit forecast is based on annuali6ed forecast and distributed e*enl& across #2 months. The
current forecast model does not account for seasonalit& for specific product lines' it does account for countr&
specific momentum and sales gro+th.








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Month to Month ,nit Sales &orecasts







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Summary of Marketing Strategy


)b6ective


Although there is a huge potential of ,-// to be a global brand in prestige skin care product' +e feel that there
is a huge scope of gro+th in Japan market. There is such a large un.tapped market segments for premium skin
care products +hich can be catered in Japan. %urrent ,- // sales of more than $#5 million can be potentiall&
doubled in ne)t fi*e &ears.

=ith technical product inno*ation' introduction of ne+ ,- // product lines such as anti.aging care' skin.
+hitening products and skin cleansing and nourishing products' and consumer a+areness and skin care
education campaign' +e can greatl& e)pand the market opportunit&. =ith targeted marketing campaigns'
production inno*ation and @ualit& product support' +e can significantl& impro*e the ,- // gro+th rate from
current 5! per annum to around 2! per annum in t+o &ears.

,lo+ and stead& globali6ation and e)pansion of ,-// to other Asia Pacific such as ,ingapore' 1ala&sia' %hina (
/ndonesia and 0uropean markets can still happen in parallel if P(GG GET chooses to do so as +e belie*e ,-//
has the potential to succeed in those markets.


!7P


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I`.` I`.` I`.` I`.`




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Marketing Mix


Pro'uct


,-// is a premium skin care product de*eloped e)clusi*el& from ?PiteraG secret &east based ingredient +hich
helps keep the skin &oung and glo+ing. ,- // Pitera contains components natural moisturi6ing factors that
occur naturall& in the skin. Pitera has other ingredients such as pol&saccharides and proteins that impro*e the
skin function. Pitera helps in Hadiance 0nhancement' ,pot %ontrol' =rinkle Hesilience' 7irmness Po+er' and
Te)ture Hefinement.




Pro'uct 8ine


=ith a goal doubling the sales in ne)t fi*e &ear and potential opportunit& to ser*e the un.tapped market
segment in Japan as sho+n b& rele*ant market researches' de*eloping ne+ product lines +ill help target
different market segments to meet our sale goals.

Based on the research of the product attributes and skin care re@uirement' possible product categor& and
target market segments and the percentage usage and recent sales' follo+ing product categories can be
defined
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3 !rodu$t Category Market Segment 4
# ,- // Toner and ,kin >ourishment Loung =omen "Age #5. D5$ ##!
2 ,- // Anti.Aging %are 1iddle Aged ( <ld =omen "Age 95 .F$ #2!
9 ,- // ,ignature 7acial Treatment All =omen "Age #5 C 2$ #2!
D ,- // 0&e %areM Loung =omen "Age #5. D5$ 5!
5 ,- // 1enM Loung ( 1iddle aged 1en "Age #3 C 2$ 5!
2 ,- // Acne %areM Loung 1en and =omen "Age #5 C 9$ 8!
F ,- // 1oisturi6ers ( Bod& Eotion All =omen "Age #5 C 2$ 5!
8 ,- // ,kin 0nhancement' Eift ( Glo+ 1iddle Aged ( <ld =omen "Age 95 .F$ 8!
3 ,- // ,ensual Eips ( %areM Loung =omen "Age #5. D5$ D!
# ,- // %leanser' 7oundation' 0)foliation ( 1ask Loung =omen "Age #5. D5$ #2!
## ,- // ,kin =hitening Products ( Bleaches Loung =omen "Age #5. D5$ #!
#2 ,- // 5N ProtectionM 1en ( =omen "Age #5 C 5$ 8!
M proposed ne+ product line




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Place


1aJorit& of the ,- // customers are 5rban and ,ub 5rban +omen rich and upper.middle class +omen +ho lo*e
to shop for premium beaut& products and +ho are beaut& conscious. 1ost of the Japanese +omen +ould like
to bro+se at the store' look around different products' and talk to beaut& consultant before bu&ing their
premium skin care products. ,o the Iepartmental stores and Premium outlet malls are the best place to sell
,- // products in Japan. As more and more Japanese customers are no+ turning to online shopping' most of
the repeat sales are made online.




P(G +ill retain the e)clusi*e brand rights for ,- // skin care products and sell then directl& through retail
channels and online through their +eb portal.


3 !rodu$t Channels 4
# Iepartment ,tores D!
2 Premium <utlets ( 1alls -iosk 2D!
9 0)clusi*e Beaut& product ,tores #D!
D <nline ,ales #2!
5 ,pecialt& ,tores' Beaut& ,alons ( ,pas 8!
2 1ass 1arket 1erchandi6ing ( <thers 2!
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Price


,ince ,- // is a premium skin care product +ith uni@ue ingredients for total skin care re*olution' +e +ill
maintain the ,- // lu)ur& brand perception b& keep the prices 5.#! higher than the competition in the
premium skin care products. =e +ill add *alue to the customer for pa&ing premium price +ith free in.store'
online and o*er the phone beaut& consultation' product support' help choosing the right product' access to
beaut& blogs and health and beaut& tips online and e)clusi*e email and social media notification to store
promotions' e*ents and b& in*itation onl& beaut& seminars.





The targeted marketed segment customers for ,- // are not price sensiti*e and the& can afford to pa& a higher
price for @ualit& product and great ser*ice. A small increase of price +ill not affect the si6e of the market and a
small decrease of price ma& help attract a +hole middle class market segment. 0ffecti*e pricing +ithout
compromising on the brand perception of premium skin care products is *er& critical.


Promotion


Japanese consumers are ?need to kno+G kind of shoppers and the& are usuall& are market a+are. The& like to
kno+ and learn about their products before the& bu&. <nce the& are satisfied +ith the product the& tend to
remain lo&al to the brand. ,o education and product a+areness is the ke& to attract lo&al customers. 1aJorit&
of the first time purchases occur at the store. The follo+ing product promotion can be considered.

#. /n.store beaut& consultant to demonstrate' educate and create product a+areness among the
customers.
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2. Touch screen kiosk for product self.learning and helping customers in choosing and bu&ing the right
product.
9. I1, and E%I product displa& in department stores and in premium malls' clubs' mo*ie theaters and
other elite *enues fre@uented b& rich and upper middle class patrons.
D. 1obile App for choosing ,- // products' online chat support and toll free li*e agent help
5. ,- // sponsored in*itation onl& beaut& ( health seminars in.store' at malls and other public places
2. ,ocial media campaign using social tools such as t+itters' blogs' 7acebook( LouTube *ideos about
different products lines.
F. Blogs about health tips' beaut& care and ho+ ,- // can help.
8. Targeted +eb based personali6ed ads and promotional e*ents
3. >e+ products and promotional announcements on +eb using social media tools
#. 1aintaining *ibrant and engaging online communit& such as interacti*e t+itter follo+ers' 7acebook
page likes etc.
##. 0)clusi*e co*erage and ad*ertisement on beaut& and health care maga6ine
#2. Product endorsement b& &oung and popular female celebrities
#9. PH e*ents' media co*erage' TN sho+s' mo*ie premiers to create positi*e a+areness of ,- // brand
#D. Ioctor8Iermatologist and health care e)pert endorsements
#5. TN and radio commercials' print and popular maga6ine ad*ertisements
#2. Training and educating in.store beaut& consultants to educate and sell ,- // products to the customers.
#F. Product purchase reminders and ne+ product tips for repeat customers
#8. ,- // +ebsite +ith detail product descriptions' beaut& tips and product recommendations.




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he 9 M:s


Market


The Japanese premium skin care product market. Iifferent target segmentation based on product line is
described in product section.


Mission


To double the ,- // product sales in Japan from current $#5 million in ne)t fi*e &ears b& 2D and significantl&
impro*e the gro+th rate from current 5! per annum to around 2! per annum in t+o &ears b& 2#.





Message


<ur brand a+areness' product and *alue proposition
A7or &oung' bold ( beautiful +oman +ho +ants to take control of her life ( destin&' ,- // premium skin care
products b& P(G are the secret to beaut&' self.confidence' success' happiness ( cr&stal clear skin.B


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Me'ia


=e +ould le*erage both traditional and not traditional media. <ur media strateg& also includes e)tensi*e use
of social /T platforms and social media tools to educate and spread brand a+areness of our ,- // products.
Ietail use of different media is discussed under promotion


Money


=e +ill hea*il& depend on the marketing budget set aside for the ,- // global e)pansion product. <ur target is
to use no more than 5 million dollars for all marketing acti*ities. Ietail marketing budget re@uirements +ill be
documented separatel& and sent to the global leadership team for appro*al.




Measurement


A detailed market obJecti*e assessment e)ercise +ill be undertaken e*er& @uarter and impact of each
marketing campaign and e*ent +ill be assessed. An& course correction and lessons learned +ill be
implemented immediatel& as needed. >e)t section discuss the detailed monitoring and e*aluation of
marketing plans




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Monitoring + Evaluation of Marketing Plan


1onitoring and e*aluation of marketing plan +ill be done on @uarterl& basis. :ere are some of the
measurement indices against +hich obJecti*e assessment and success of the marketing plan and strateg& can
be measured on an ongoing @uarterl& basis

#. /ncrease in sales re*enue due to impact of marketing e*ent8s in that @uarter or fiscal &ear
2. Ouarterl& /ncrease in total customer numbers directl& related to marketing promotion
9. >umber of <nline +ebsite *isitors ( kiosk bro+sers
D. <nline purchases made
5. 7acebook page likes' t+itter follo+ings ( LouTube *ideo *ie+s
2. 1obile Apps do+nloads
F. >umber of online bloggers about ,-.// products
8. >umber of celebrit& and e)pert endorsements
3. >umber of repeater customers through online ad campaign and promotions
#. =hat is the positi*e impact on the brand' percentage increase in brand *aluationP

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