Principle of Marketing

Marketing Mix Report

Submitted by
Sana Fazal
Submitted to
Dr. Shahid Yaqub

Roll No
S23BMRKT1M01016

BS Digital Marketing

Department of Marketing
Institute of business management Administrative Sciences
Dedication:

I would like to dedicate this project on the marketing mix of Rivaj UK to

my esteemed teacher, Mr. Shahid Yaqub. His guidance, expertise, and
unwavering support have been instrumental in shaping my
understanding of marketing concepts and strategies.

Mr. Yaqub, your passion for teaching and commitment to our growth as
students have inspired us to push our boundaries and strive for
excellence. Your insightful feedback and valuable suggestions have
helped me develop a deeper understanding of the marketing mix and its
application in real-world scenarios.

I am truly grateful for your unwavering dedication, patience, and

encouragement throughout this project. Your enthusiasm for sharing
your knowledge and expertise has made the learning process engaging
and enjoyable. This project is a testament to the impact you have had on
my education.

Thank you, Mr. Shahid Yaqub, for being an exceptional teacher and
mentor. Your guidance has been invaluable, and I am honored to
dedicate this project to you as a token of my appreciation and gratitude.

Sincerely,

[Sana Fazal]
Executive Summary:
This report focuses on analyzing the product of Rivaj UK and its competitor, Medora, using
various environmental analysis tools such as SWOT, PESTEL, Value Chain, and Industrial Analysis.
Rivaj UK is a well-established company offering a wide range of beauty and skincare products.
The company has a strong presence in the market and a loyal customer base. In this report, we
will discuss the segmentation, target marketing, differentiation, and positioning decisions for
Rivaj UK.
 Main Body of Project:
Introduction of Rivaj UK:

 Rivaj UK is a renowned beauty and skincare company known for its high-quality products.
 The company offers a diverse range of beauty and skincare products, including cosmetics,
skin care creams, lotions, and hair care products.
 Rivaj UK has gained a reputation for delivering effective and affordable products to its
customers.

Relevant History and Product Selection:

 Rivaj UK was established in [year] and has since grown to become a leading player in the
beauty and skincare industry.
 The decision to choose Rivaj UK for this analysis is based on its strong market presence and
its potential competition with Medora.

1. Environmental Analysis:

SWOT Analysis:
 Strengths: Strong brand reputation, diverse product range, affordable pricing.
 Weaknesses: Limited international presence, potential gaps in product innovation.
 Opportunities: Growing demand for natural and organic beauty products, expanding into
new markets.
 Threats: Intense competition from established and emerging brands, changing consumer
preferences.

PESTEL Analysis:
 Political: Regulatory changes in the cosmetics industry, and international trade policies.
 Economic: Consumer spending patterns, inflation rates, exchange rates.
 Social: Changing beauty trends, growing awareness of skincare and self-care.
 Technological: Advancements in beauty technology, and e-commerce platforms.
 Environmental: Sustainability practices, eco-friendly packaging.
 Legal: Intellectual property rights, product labeling regulations.
Value Chain Analysis:
 Inbound logistics: Sourcing raw materials, and quality control.
 Operations: Manufacturing and packaging processes.
 Outbound logistics: Distribution to retail stores, online order fulfillment.
 Marketing and sales: Advertising, promotions, sales channels.
 After-sales service: Customer support, product returns, and exchanges.

Industrial Analysis:
 Market size and growth rate.
 Key competitors and their market share.
 Industry trends and developments.
 Barriers to entry and exit.
  Supplier and buyer power.

2. STDP Analysis for Rivaj UK:

Segmentation:
 Identify target consumer groups based on demographics, psychographics, and behavior.
 Segment the market into smaller groups to tailor marketing strategies effectively.

Target Marketing:
 Select specific target segments that align with Rivaj UK's product offerings and brand
positioning.
 Develop marketing campaigns and messages that resonate with the chosen target
segments.

Differentiation:
 Identify unique selling points and competitive advantages of Rivaj UK's products.
 Highlight the benefits, quality, affordability, and effectiveness of the products compared to
competitors.

Positioning Decisions:
 Position Rivaj UK as a reliable and affordable beauty and skincare brand.
 Emphasize the brand's commitment to customer satisfaction, product quality, and value for
money.

By analyzing the environmental factors and implementing effective segmentation, targeting,

differentiation, and positioning decisions, Rivaj UK can further strengthen its position in the
market and effectively compete with Medora and other competitors.
Four Ps of Marketing:
Product:

 Rivaj UK addresses the want and needs for affordable and effective beauty and skincare
products. It caters to individuals who seek quality products without breaking the bank.

 The product has three levels: core, actual, and augmented. The core level is the beauty
and skincare solutions it provides. The actual level includes physical products like
cosmetics, creams, lotions, and hair care items. The augmented level encompasses
additional services such as customer support and product guarantees.
 Rivaj UK offers a comprehensive product line, including cosmetics, skin care creams,
lotions, and hair care products. Its product mix covers a wide range of beauty and
skincare needs, allowing customers to find suitable products for their specific
requirements.

 In terms of the product life cycle stage, Rivaj UK may be in the growth stage. The
company has established its presence in the market and is experiencing increasing sales
and customer adoption. The growth stage is supported by the rising demand for
affordable beauty and skincare products.

 Rivaj UK adopts line extension as its branding strategy. It introduces new variants or
additions to existing product lines to cater to different customer preferences and expand
its market reach. For example, introducing new shades of lipsticks or additional skincare
products for different skin types.

 Major brand sponsorship decisions include partnerships with influencers, beauty

experts, and celebrities to endorse and promote Rivaj UK products. These collaborations
enhance brand visibility and credibility in the market.

 The proposed positioning of Rivaj UK is based on its Features, Advantages, and Benefits
(FAB). It emphasizes features like affordability, high-quality ingredients, and effective
results. The advantages include a diverse product range and accessibility. The benefits
are skincare solutions that enhance beauty and promote self-care.
Placement:
 Rivaj UK's products are typically placed on shelves alongside its closest competitor, Medora.
The physical location of the products showcases their availability and accessibility to
consumers.
 This placement reflects a strategic marketing strategy focused on positioning Rivaj UK as a
direct competitor to Medora. It allows customers to compare and choose between the two
brands based on their preferences and needs.

Pricing:
 Rivaj UK adopts a competitive pricing strategy, aiming to offer affordable options without
compromising on quality. The pricing is set to attract price-sensitive customers while
maintaining profitability for the company.
 The pricing strategy considers the market demand, production costs, and competitor pricing
to determine a competitive yet profitable price point for Rivaj UK products.
Promotion:
 Rivaj UK employs various promotional tactics to create brand awareness and drive sales.
This includes in-store promotions such as shelf displays, attractive packaging, and point-of-
sale materials that highlight the brand's features and benefits.
 The company also utilizes promotional tools like flyers, coupons, and discounts to incentivize
purchases and encourage trial of its products. Social media platforms and online advertising
are leveraged to reach a wider audience and engage with customers through interactive
content, influencer collaborations, and educational campaigns.

Other factors:
 Rivaj UK may have a distribution advantage in terms of its accessibility. It could have a
widespread network of retail stores, both company-owned and through partnerships with
distributors, allowing customers to easily find and purchase its products.
Conclusion and Recommendation:
 Rivaj UK has used the four Ps effectively to position itself as a competitive player in the
beauty and skincare market. The product offerings cater to the want and need for affordable
beauty solutions, with a diverse product line addressing different customer preferences.
 The placement strategy showcases Rivaj UK's direct competition with Medora, allowing
customers to make informed choices. The pricing strategy balances affordability and
profitability, while promotional efforts ensure brand visibility and customer engagement.
 Overall, the marketing strategies implemented by Rivaj UK demonstrate a strong potential
for success. To further enhance its position, the company could explore expanding its
international presence and investing in product innovation to stay ahead of evolving
customer preferences.