Marketing

Project 1: Blackmores case study

Blackmores has been operating over 70 years, leading the market of health supplements offering
a vast range of products. The highly competitive market demands a good marketing strategy in
order to maintain the good numbers in sale and loyalty of its customers.

The campaign “B Your Best” intends to capture new memberships with half the budget of
previous year’s campaign that consisted in sophisticate prizes with elevated cost and a return
that would not be the expected.

The company target audience in its core consists women aged 25-35, being segmented regarding
their area of interest: general wellbeing, weight, pregnancy and fitness. The strategy was to
develop a specific innovative campaign for each segment. Through the website, a membership
opportunity is shaped offering personalized service such as Electronic Direct Mails, Mp3
exercises and digital tools and a dedicated weight loss support centre (taking into account the
focus on the weight loss product for the launch of the campaign).

Considering the outcome after the campaigns accomplishment, it is possible to indicate a

positive increase of new members, substantial number that exceed the expectations previously
projected. In addition, the boost of the sales demonstrates its success.

An overall evaluation indicates the power of the internet tools and the highly recommended
investment, proving that it is possible to achieve an efficient promotion via internet with a low
cost.

Taking into account the success of internet boost of sales and loyalty of customers, the sms via
mobile phone could also be seeing as a heighten of this same campaign, bringing tool that would
work together as an optimization factor for a further action.

Using the same channel of communication with an attempt to reach another demand in an
indirect way, it is possible as well to promote products for men that woman as partners,
daughters and mothers could get interested in purchasing or recommending.

Related to the previous proposal, a strong promotion in the men products field could be
reasonably lucrative and successful as the concern with health and well being is as elevated as
women’s. Blackmores has got a vast line for men, seniors with products that suits all ages. The
right promotion then will only bring profit.

The range of products offered by Blackmores is placed in a market that is always in demand as
a result of people’s preoccupation regarding their health and wellbeing. Smart promotion can
easily bring increase of sales.