Marketing

Marketing is the process of the exchange of

goods and services for money or something of
value. It is a social process because it involves
the interaction of people and focuses on the
needs and wants of people. The concept of
marketing is based on:
 Identification of customers
 Understanding the needs and wants of
customers
Developing goods and services satisfy
customer’s needs.

Marketing Management
Marketing management is the organizational
discipline which focuses on the practical
application of marketing orientation,
techniques and methods inside enterprises
and organizations and on the management of
a firm's marketing resources and activities.
 FUNCTIONS OF MARKETING
 Gathering and analysing market information
 Marketing planning
 Product designing and development
 Standardisation and grading
 Packaging and labelling
 Branding
 Pricing of products
 Promotion
 Physical distribution
 Transportation
 Storage or warehousing
 Customer support services

Marketing Mix
The set of tools that a firm is set to pursue its
marketing objectives in the target market.
The elements of Marketing Mix are:
Product- It means goods and services or
anything of the kind which is offered for sale.
The concept of product restricts not only the
physical distribution but also their benefits.
The decision in product mix includes deciding
about features, quality, labelling, packaging,
etc.
Place- Place Mix refers to deciding of
distribution channels, etc. It includes deciding
one and type of dealers and various designs
about some.
Promotion- It includes activities that are
meant to communicate availabilities, features
and merits of the product to large customers.
A firm spends a substantial amount of money
and promotion.
Price- It is the monetary name of the
product. Price Mix refers to fixing price. It is
important to fix it properly because it affects
demand.

Introduction
Essential oils smell great, reduce stress, treat
fungal infections, and help you sleep. They are
concentrated extractions from plants. A
process called distillation turns the “essence”
of a plant into a liquefied form for many
medicinal and recreational uses.
Once the aromatic chemicals have been
extracted, they are combined with a carrier
oil to create a product that’s ready for use.
There’s a wide variety of essential oils
available. Some are valued for their pleasing
aroma. Others claim to have powerful healing
properties. But their potency can have side
effects you must be aware of.
The chemicals in essential oils can interact
with your body in several ways.
When applied to your skin, some plant
chemicals are absorbed.
It’s thought that certain application methods
can improve absorption, such as applying with
heat or to different areas of the body.
However, research in this area is lacking.
Inhaling the aromas from essential oils can
stimulate areas of your limbic system, which
is a part of your brain that plays a role in
emotions, behaviours, sense of smell, and
long-term memory.

Reason for Choosing This Product

When I was affected with Covid-19 during the
second lockdown I had faced with severe hair
fall, damage. Within a span of one month my
hair thinned so much. After trying different
shampoos and oils I came up with using
essential oils for the first time where I was
scared if this will workout as planned. But
within a time span of two months it showed
wonders. It resulted in less hair fall and
damage.
After I faced such an event, I thought people
should reduce the use of chemical products
and use such oils and natural products done in
home or available online which will help them
in reducing stress and health conditions.
Permission and Licencing
We need to obtain a “Drug and Cosmetic”
licence which allows us to sell our product
and permits required from state, local and
government.
The purpose of the drug license is to grant
permission to allow enterprises or individuals
to engage in businesses related to drugs and
cosmetics. No enterprise or individual can
operate a business dealing in drugs,
medicines or cosmetics without obtaining a
drug license.
For application of drug license are:
 Visit the drug controlling authority
website
 Filling an application
 Upload documents
  Visit by drug inspector
 Grant of the drug license
We have to obtain drug license when we
open branches in two or more different
states.
The license is valid for five years unless
cancelled or suspended by the drug
department. It can be renewed before
expiration.
BRANDING
This process includes creating a unique name and
image for a product in the consumer’s mind, mainly
advertising campaigns with a consistent theme.
Branding aims to establish a significant and
differentiated presence in the market that attracts and
retains legal consumers.
 It promotes recognition
 It generates referrals
 It sets expectation
 It adds value
BRAND NAME: NOELANI
 TAGLINE
It refers to a slogan that is used for the promotion and
advertisements of the product. It helps in building the
brand value of the product. The essential qualities of a
tagline are:
 It should be considerably short so that one can
remember easily
 It must be catchy
 It should be suggestive of the products quality
TAGLINE: PURSUE WHAT’S PURE

LABELLING
It involves the designing and preparing labels for the
outermost part of the product package which displays
information and/or essential characteristics about the
product. It helps in identifying, grading and describing
the product.
 LABEL FOR ESSENTIAL OIL
NAME OF THE PRODUCT Essential oil
NAME OF THE MANUFACTURER Ashok Enterprise
ADRESS OF THE MANUFACTURER A-12, Vihaar Nagar, Bangalore-
560 100, India
NET WEIGHT WHEN PACKED 15 ml
MANUFACTURING DATE Oct 2022
EXPIRY DATE Oct 2024
MAXIMUM RETAIL PRICE[MRP] Rs. 500
BATCH NO M429
CATEGORY Wellness
CAUTIONS For external use only, keep it
cool and dry place.

SWOT ANALYSIS
It is an analysis framework used to evaluate a
company’s competitive position. It’s a tool that
identifies strength, weakness, opportunities and
threats of a business.
STRENGTH- They describe what an organisation excels
at and separates from the competitive position.
WEAKNESS- It stops an organisation from performing
at its optimum level.
OPORTUNITIES- It refers to the favourable external
factors that an organisation can cause to give it
competitive advantages.
THREATS- It refers to factors that have the potential to
harm an organisation.
SWOT OF MY COMPANY
STRENGTH-
 Oils are derived from plants, no added fillers or
chemicals
 They have been supported by scientific research to
ensure that the products are as pure as possible.
WEAKNESS-
 They are priced higher because of their high
quality. This may make customers search for
cheaper products.
 Many retailers are staring to offer essential oils,
most of which are terribly quality filled with
chemicals, fragrance and fillers.
 Products are only in online and not found in any
retail stores.
OPORTUNITIES-
 People looking for natural ways to stay healthy,
these oils are forefront of the movement.
 Rising Company
 People need to be educated on how to use the oils
and the good they can add to people’s lives.
THREATS-
 Environmental concerns
RANGE AND PRICE
Price fixation is an important component of the
marketing mix, consumers always, look for value for
money and they purchase a product only when they
feel that the price of the product is matching with its
quality.
TYPES MARKET PRICE MY PRODUCT
Tea Tree 450 500
Rosemary 450 500
Lavender 450 500
Lemongrass 450 500
Eucalyptus 450 500
Turmeric 450 500
Peppermint 450 500

GRADING
It is the process of sorting individual units of a product
into well-defined classes or grade of quality. The goods
are graded or sorted out into different lots by the
specified standards. The established standards lays
down the grades of the product. In the case of
manufactured goods, goods can be of uniformed
quality.
Classes or grades of quality are set and different units
of the product are stored into the established standard
grades thus, grading involves the division of products
into classes made up of units possessing similar
characteristics of size and quality and standardisation
refer to the process of setting up basic measures or
standards to which the product must conform and
taking steps to ensure that the good procured adhere
to these standards. Standards reflect to desirable
features of a product in terms of its design, weight,
colour, etc.
USP
The full form of USP is the Unique Selling Point or
Unique Selling Proposition. It is a marketing term that
differentiates a company’s product from the majority
of its competitors. It focuses on the unique advantage
of a product, service, brand or business that separates
it from its rivals and helps it to distinguish out from
competitors. It illustrates the advantages that are
relevant to the consumer of the product or service. It
allows the customers to build a positive outlook and
attitude towards the product and can lead to increased
brand recall rates in the eyes of people
 USP: PURSUING IN A BETTER WAY
Five Competitive Brands
Soulflower-
The company was born out of a passion for creating
premium, proven effective personal care, made from
organic ingredients to elevate natural beauty. It
emerges with a gorgeous line of aromas, crafted from
entirely natural and powerful components. They make
small and deliberate choices to build and develop the
quality of their products, stores, and partnerships.
TAGLINE- EMBRACE CLEAN BEAUTY

Their vision is to be committed to discovering and

delivering visible, proven beautiful results for
everyone. Their inspiration behind every product
formulation is deeply rooted in natural, Ayurvedic
rituals and include purest, most potent, hand selected
and natural ingredients. Caring for environment is a
major part of their mission. Their packaging is
environmentally friendly. They believe there is no
responsible alternative to doing business other than
through the pursuit of environmental sustainability and
this belief guide every decision they make. Staying true
to their philosophy, they intend to remain rigorous to
their mission to offer their consumers premium,
natural skincare.
Milagro-
The company was born when they saw people
struggling for the perfect skin care routine that are
right for their skin. Their products are curated keeping
in mind for the concern that the world of skin care
products aren’t able to solve yet
TAGLINE-QUALITY IS THE KEY

Their vision is to always strive for greatness and

continue to improve their techniques and solutions to
benefit their customers, to create a unique
combination of products that are not available in
market yet and products of high quality that are safe
and natural and gives the skin what it actually
deserves. The products stand for immediate effect-
“Oh so glowing effect” combining natural and luxuries
ingredients with aroma and ayurveda into a unique
blend. It follows a holistic approach and engage all
senses that is suitable for all skin types.
ORGANIX MANTRA-
The company born out of an idea that consumers
should have access to a wide range of premium quality
therapeutic grade essential oils at an affordable price.
Gradually, they moved on to the beauty and health
care products that include essential oils as its main
ingredient.
They have a wide range of skin and hair care products
under our umbrella. They believe that a superior
quality skin, bath or hair care product should be free
from parabens, sulphates and other harmful
ingredients. At the same time, it should contain
premium quality essential oils that help in enhancing
the skin or hair care. Their emphasis is on supplying
beauty products that are pure and natural in their
composition. Moreover, the extraction process is
totally natural and free from any kind of harmful
chemical ingredients.
TAGLINE- THE TRUE ESSENCE OF NATURE
Their mission is to deliver superior value to our
esteemed customers at a reasonable price while
maintaining the highest levels of professionalism and
integrity and their vision is to be the preferred source
of affordable and premium health and beauty products
on a global scale.
REY NATURALS-
The company aims to provide effective solutions for all
types of hair problems using ancient therapies and
methods. The brand picks up most common hair and
scalp problems addressed on various platforms, studies
the root causes for such problems and formulates
products with best of the ingredients to perform
maximum potency to deliver best results.

They believe in self-care trend and aims to do it with all

the primitive ingredients and ancient remedies. The
products are chemical-free, toxins-free, addictive-free
and pure & natural. The products are uniquely
formulated with safe and effective ingredients to give
the hair best of the care needed.
AROMA TREASURES-
The company was born to fulfil their endeavour of
bestowing complete wellness and lasting beauty from
within. To this effect, they developed high quality
Aromatherapy products in the categories of Skincare,
Personal Care and Essential Oils which confirmed to
international standards.
TAGLINE- PURE AS NATURE

They firmly believe that to sustain a consistent growth

rate, it is imperative to improve and innovate products
regularly. To achieve this, the company is led by a team
of dedicated professionals which is the crest of ancient
Indian knowledge and advanced international
expertise. The team lays special emphasis on the
careful selection of each and every ingredient and
aroma oils to ensure 100% results. Moreover, the
scientific process and production techniques help to
preserve the integrity of ingredients used in all
products.
 PACKAGING
Packaging refers to the act of designing and producing
the container or wrapper of a product. Levels of
packaging plays a very significant role in marketing
success.
Levels of packaging are:
PRIMARY PACKAGING- It refers to the product and
immediate containers. In some cases, the primary
package is kept till the consumer is ready to use the
product.
SECONDARY PACKAGING- It is the additional packing
given to a product to protect it suck packing is retained
till the consumer wants to start using the product.
TRANSPORTATION PACKAGING- It refers to packages
to essential for storing, identifying or transporting, for
example, the use corrugated boxes, wooden crates, etc
In primary packaging, the essential oils are first poured
in glass bottles and labelling is done. In the secondary
packaging, the glass bottles with a dropper are packed
in a cardboard box and in the transportation packaging
grading is done to put in a wooden crate and each
crate contains 10 boxes of essential oils for storage,
warehousing and transportation.
 CHANNELS OF DISTRIBUTION
The distribution channel is a chain of business or
intermediaries through which is a good or service
passes until it reaches the end consumers.
TYPES OOF CHANNELS OF DISTRIBUTION
 DIRECT CHANNEL-
It is the most simple and the shortest mode of
distribution, wherein the goods are made directly
available by the manufacturers to customers,
without involving any intermediary. This is also
called Zero Level Channel. A straight and direct
relationship is established between the
manufacturer and the customers.
MANUFACTURER CONSUMER
 INDIRECT CHANNEL
It refers to making goods available to the
consumers by employing one or more
intermediaries.
ONE LEVEL CHANEL - Only one intermediary, i.e.
retailer is used between the manufacturer and the
consumer. The goods pass from the manufacturer
to the retailer who, in turn, sell these goods to the
final users.
MANUFACTURER REATILER CONSUMER
 TWO LEVEL CHANNEL – This is the most
commonly adopted distribution network for most
consumer goods. The wholesalers and retailers
functioning as connecting links between the
manufacturer and consumers.
MANUFACTURER WHOLESALER
RETAILER CONSUMER
THREE LEVEL CHANNEL – There are three
intermediaries involved- agents, wholesalers and
retailers. Manufacturers use their own selling
agents or brokers who connect them with
wholesalers and then retailers.
MANUFACTURER AGENT WHOLESALER
RETAILER CONSUMER
Our company uses direct or zero level channel of
distribution through own retail outlets, mail order
selling and internet selling.
WAREHOUSING
Warehousing is a key component of the overall
business supply chain. The supply chain consists of the
facilities and distribution options for the procurement
of materials from the manufacturer to the customer
and all points in between it including the production of
materials into components and finished products and
then the distribution to customers.
 PROMOTION
It refers to the entire set of activities that communicate
the product brand or service to the user. The idea is to
make people aware attract and include them to buy
the product in preference to others:
 Branding at prime location with hoardings
 Celebrity endorsements
 Sponsoring a clear event
 Workshops to be organised at colleges, localities
and sports complexes to spread awareness.
Credit points to be given if bottle is returned
PROMOTION MIX
ADVERTISING- It is an impersonal form of
communication, which is paid for by the marketers to
promote their products. Through advertising,
companies attract their customers towards their
product and induce them to purchase it. Common
modes of advertising are newspaper, magazines,
television, etc
PERSONAL SELLING- It involves oral presentation of
message in the form of conversation with one or more
prospective customers for the purpose of making sales.
It involves the act of convincing a customer to buy a
given product.
SALES PROMOTION- It refers to short-term
incentives, which are designed to encourage the
buyers to make immediate purchase of a product or
service. The major activities in sales promotion are
rebate, discount, refunds, gifts and product
combination.
PUBLIC RELATIONS- It involves a variety of
programmes designed to promote or protect a
company’s image and its individual products in the
eyes of the public. Its role is to build corporate image,
smooth functioning of the business, launching new
products and satisfying the interest of different public
groups.
DIRECT MARKETING- It refers to the promotion of
the product or service to the target customer without
the involvement of any intermediaries.
PROMOTIONAL SCHEMES USED
BY MY COMPANY
 Writing a weekly blog
 Social media ads
 Distributing samples
 Monthly Newsletters
  Conducting workshops

TRANSPORT
Weekly orders would be dispatched to local retailers
and shop owners from the centralized distribution
centre. While monthly stock would be uploaded upon
the location, quantity, and availability, the mode of
transportation is selected.
CONCLUSION
I understood the importance of the marketing mix for
the success of any business knowledge of marketing
mix.
The introduction of a new product in the market is a
tedious process. The government must simplify it for
obtaining licenses as it is currently very expensive and
time-consuming process. After the detailed analysis, it
can be concluded that the marketing of essential oils is
very profitable but stay above the competition a brand
must have its USP.
Since it is a consumer good a sound promotion policy
would prove very effective in promoting sales. A good
quality product with the right pricing will capture a
huge market share.
 QUESTIONNARIE
1. Are you familiar with Essential Oils?
a) Yes
b)No
c) Maybe
2. Do you use them?
a) Yes
b)No
c) Maybe
3. Are you well informed on how to use them?
a) Yes
b)No
c) Maybe
4. How often do you use it?
a) 1 week
b)15 days
c) 1 month
5. Do you recommend others to use them?
a) Yes
b)No
c) Sometimes