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Marketing Briefing Report (NatureCare Products)

NatureCare Products

Introduction

A marketing planning is an important stage in the process of strengthening the marketing ability of
every business organization. It facilitates the attainment of marketing goals and organizational
strategic objectives. In this light, the marketing plan report will shed light on the systematic manner
in which the targeted results will be attained. This report gives the background; internal and external
marketing analysis describes the customers and competitors and gives a plan that will see
Naturecare products achieve the business strategic objectives.

Background

Products

NatureCare Products include natural Cleansing creams, Multi Protection Day Moisturizing Creams,
and Regenerating facial scrub. These products are made from natural ingredients to ensure that the
customers experience a natural way of nourishing their skins. The three products were introduced
into the market in 1996 with the inception of the company. Two of the products, Cleansing creams,
Multi Protection Day Moisturizing Creams have been experiencing a steady growth of sales. In this
light, they can be grouped in the growth stage. Regenerating facial scrub on the other hand, had a
fast growth but has had its sales slowing down. It is in the mature stage.

Company

NatureCare was established in 1996 in a bid to produce natural eco-friendly products from natural
ingredients. The primary strategic goal is to become a market leader in the production of high-quality
cosmetic products for the Brisbane Queensland market. Being a high-quality product, the product
targets high end customers within Brisbane. There is a strategic intention to venture into the global
market in a bid to offer the products for people in other parts of the world. Most of these target
customers are employees.
Industry

Brisbane cosmetic industry began in the 1950s. It gained momentum in the 1960s with the
introduction of several beauty products aimed at satisfying an industry whose growth had just
began. This growth has been consistently improving with time especially with the introduction of
more products and concerns of beauty among most women in the market segment. Mostly, the
greatest consumer of cosmetic products in Brisbane is working women. Additionally, the growing
health and environmental consciousness has led to the growth of organic product market in
Australia. As people become more aware of their environment and the role of organic products in
preserving their natural beauty and keeping their environment has increased the growth of organic
cosmetic products in Australia.
Specific Market

Precisely, NatureCare targets working women within Brisbane Queensland. They form a huge
percentage since the rate of employment in Brisbane is relatively high. As such, this market has the
fashion demands and the ability to consume the products. Importantly, the growing demand for eco-
friendly products has seen an equally growing demand for natural products. This market is in the
growth stage with the cosmetic sales growing consistently.

Customers

NatureCare products are for customers who are aware of environmental conservation and are ready
to promote this conservation through consumption of ecofriendly products. These are customers
who are also aware of the quality of their skin and are ready, willing and able to purchase the
products. These are the employed women and a section of men who consume scrubbing products.

Competitors

There are two major competitors in this market. Jurilique and Botani. Jurilique natural beauty
products pose a critical competition to Naturecare products. The company deals in a variety of
organic products that are produced from natural ingredients. The organization’s concern about the
environment is a concern to any competitor. Equally, Botani sells organic products in Australian
market. Their products are, however, more diversified hence posing not so strong a competition
since our products target a specific market.

Nature Care SWOT Analysis

Strengths Weaknesses
- Unique natural products - Limited online presence
- Strong environmental commitment - Lack of targeted segment product
- Well-built brand - Concentrated in one market
- Product originality region only
- High quality organic products - Low brand awareness
- Excellent management outside Australia
- Innovative marketing ideas - In effective website marketing
Opportunities Threats
- Exploration of the global market - Growing competition
- Improving its online marketing - Limited supply of natural ingredients
- Room for further expansion as - Brand purity threats due to lack
awareness for organic natural of company industry
products grow in the world
market

PEST analyses

P E S T
Political Economic Social Technological
- Political - Globalization - Brand loyalty - Technological
endeavour : The global is a common advancement
towards economic social factor has
openness of state affects in the beauty revolutionalize
 the market the and cosmetic d the beauty
has led to purchasing industry. It industry.
ease in entry power of the therefore - Online order
into the customers. requires placement and
market for - However, strong online based
global beauty marketing delivery
organizations products formulae to monitoring is
- Non-tariff and have become get their championed.
tariff like a basic attention. - Amazon offers
reduction commodity. - Increasing a great
policy As such, social platform for
increase customers awareness selling of
competition are looking towards products.
- Government for them environmenta
environmenta even when l conservation
l policies the economic has positively
- Government times are not impacted the
regulations on favourable. preferences
products of customers
- Product safety in the
policies industry.
- FDA
regulations

Marketing objectives

Naturecare business aims at achieving the following marketing objectives in the next business
year.

1. Increase the number of people who make a purchase while visiting the online store by 20%.
This is in line with the organizational objective of being a high performing profitable
business in the beauty industry in Australia and beyond.

2. Increase the number of retail outlets selling NatureCare Products by 150. This will move
a long way in increasing the market for Naturecare products and increase sales.

3. To increase product awareness amongst the target market by 20%.

4. To increase market share to 15%.

5. To increase market share to 15%.

6. To expand into at least one international market.

7. To identify new products and new markets.

8. To attain annual growth of at least 10% over the next three years.

- Being a leader and innovator in natural, eco-friendly cosmetics means needs the business
to have acquired a leading position. This leading position is underpinned in increase of the
 market, innovation as well as diversification of the product in a bid to meet the needs of
global customers.

Marketing opportunities

✓ New Product

The company NatureCare currently has a wide customer base in Australia that comprises majorly
middle age and older women. The company has a brand value in Australia and hence to meet the
marketing objectives the company would have to introduce a new product that appeals the younger
generation, especially the age group of 21 to 25 while sustaining the existing customer base. The
company can come up with a face wash that has a tan removal technology and provides a
refreshing look. NatureCare already produces cleansing creams and scrubs and hence a face wash
would act as a complete set. The face wash can be purchased as a sole piece or can be bought in a
package that comprises of the scrub, cleansing cream and face wash.

The risk here is that the face wash may not penetrate the market efficiently as there are several
other well named brands producing face washes. Aggressive marketing would be required to attract
new customers. If the product succeeds the product would generate revenue equal to that of the
scrub product.

✓ Overseas Business

NatureCare has been confined to Australia and has gained tremendous reputation by producing high
quality skin care products. The best way to do the same is to test the market by forming a joint
venture with a popular skin care retail shop overseas for six months and understanding if Marketing
Plan for NatureCare work, the products could suit the marketing needs of Japan.

Depending on the sales, the company can then enter into the market overseas, is important study
that market, so that the company may establish retail outlets overseas once the testing period is
completed. Marketing overseas would be extremely profitable if the testing succeeds and
marketing is done based on the preferences of the foreign clientele.

Marketing Mix

Strategies Product

Strategy

Given the growing need natural product as well as entry of competitors in the market,
Naturecare will differentiate the three products through quality. We ensure that the quality of
the natural skin care product is unmatched.

Secondly, the market is characterized by an emergence of specific needs among different groups of
customers. In this light, Naturecare will use innovation to produce new products especially for men
who are looking for natural skin care products to remove spots and scars on their skins. Focusing
on
specific needs of the customers will help the customers look for our products thus increasing the
sales and general organizational growth.

Pricing Strategy

Nature care will use premium pricing strategy. The aim is to ensure that the products are priced
slightly higher than the competitor’s rates. This is to ensure that customers relate with the quality
uniqueness of our product. This will be combined with psychology pricing in which prices will be set
in a tantalizing manner that will see the customers not see it as being higher but rather relate it with
the exceptional quality they will experience.

Distribution Strategy

Online distribution has been our selling strategy. We intend to improve this through selling via
Amazon. Amazon will expose our products to a larger global market especially in Japan. This way, the
product will be in a place potential customer can encounter it.

Communication Strategy

Two major strategic moves will be necessary for Naturecare skincare products. One, increasing the
online presence through the social media will link us with the customers. This way, we will learn
more from the customers respond to their needs and present them with the necessary
information about the products. The social media such as opening a facebook page, Twitter and
Instagram will make it possible to be ever connected with the customers. Customers are closer to
a dealer who is devoted to maintain a consistent connection, reachable and available to the
customers. Hence, this will be a great boost to the business.

Budget and projected profit and loss

The marketing budget will require a budget of around $150,000 for marketing for the upcoming
financial year. This budget will cater for innovation of new products, increase presence and connect
more with the customers. Through it, 20% increase of online sales, 20% increase of market share and
increase of product by 150 will yield more sales hence more revenue. In this light, we hope to make
a profit of $ 1,000, 000.

Implementation time frame

Discuss marketing tactics, including implementing each aspect of the marketing variables to achieve
the objectives.

Marketing Objective Jan Feb Mar Apri May June July Aug Sep Oct Nov Dec
l
Increase outline stores
by 20%
Increase retail outlet
20%
Increase product
awareness 15%
Increase market share
10%
Expansion to an
international market
Increase new products
150 products
Annual growth by 10%
Increase online
presence Social media

Increase outline stores by 20%- will be achieved by expanding our online sales to Amazon.
Combining this with our usual website sales will boost the sales by 20%.

Increase product awareness 15%- Advertising more on other websites other than ours will create
more awareness. A sponsored promotion on Facebook for three months will create awareness in the
identified new markets.

Expansion to an international market- enters Japan market through a partnership. This will facilitate
sharing of the risk. It will also mitigate the barriers of new entry into the market.

Increase new products 150 products- this will be achieved through innovation and assessment of
customer needs.

Marketing performance

Nature care would evaluate performance by assessing the sales growth in every three months. This
would inform the performance of the market tactics used. It would inform decision on what areas
need improvement.

To evaluate online marketing progress, evaluation of post shares on the social media, comments and
concerns raised by customers would tell the progress of the marketing strategies.

Annual growth will be measured through annual analysis of the revenue generated as well as the
number of sales made. This will give a reliable report on whether the marketing strategy is entirely
successful or a fail.