Marketing Report: Consumer Behavior and Marketing Strategies

This marketing report analyzes the potential of selling Korean facial mask packs online in Malaysia to generate funds for charity. The report outlines the products offered, focusing on various mask packs with different effects, and details pricing, which includes individual and bulk purchase options, and delivery strategies. It identifies the target market as women aged 18 and above, driven by demographic and psychographic segmentation, emphasizing their skincare concerns and purchasing power. Marketing strategies involve social media promotion, customer schemes, and relationship marketing. The report also applies consumer behavior theories, particularly the flow model for online purchasing, and provides a profit and loss budget. It concludes with a discussion of the business's potential for generating revenue and building customer loyalty through a focus on quality and customer satisfaction. References to relevant marketing literature are also provided.

marketing
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Executive Summary
This report will help in understanding the behavior of the buyers towards the purchasing of
products and services. The main motive behind this report is to understand the various strategies
and concepts of the marketing. Further, the money making opportunities are being utilized for
the appropriate strategies of the marketing. The objective of this study is to collect the money
which will be donated to the ‘Margam,' an old folk home for the senior citizens. Being an
individual, I have commenced business for online shopping of products and services for the
customers of Malaysia in order to collect money for the charity purpose. Further, this report will
help in understanding the products and services which we are going to offer, the prices of the
products, the place from where the customers will buy the products and the strategies of
promotion which we are going to use in order to attract more customers and retain them for a
longer period of time. Further, the target market is given which relied on the customer analysis.
Then the marketing strategies are given in order to attract more customers, and the analysis is
done in order to make the strategies effective. The theory of consumer behavior is given which is
being given by the researchers and is relevant for our analysis. Then the profit and loss budget is
given for the website in order to generate more profit for our main objective.
Introduction
This section will help in understanding the various functions and benefits which we are going to
offer to our customers according to their expectations (Liberson et al., 2013).
 Product
The products which we will be offering is Korean facial mask pack. This can be used on a
regular basis and the people can use the sleeping pack and apply it on their face while sleeping.
The people can remove the pack by rinsing it with water. We will also provide partial packs to
the customers who wants to focus on a particular area of his/her face. The effect of every mask
pack will be different for the customers and will be very beneficial for them as the mask packs
will be great for nourishing and moisturizing the skin.
 Price
The cost in making of the product will be 0.17$, and the selling cost will be 0.71$. The total cost
of the single Korean Mask pack will be 1.00$. The customers can also get a pack of 10 mask

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packs for 8.00$ and the pack of 15 mask packs for 17.00$. The price of the Korean mask pack is
not costly as compared to other mask packs which are available in the market. The charges of the
delivery of products vary.
 Place
We will be selling our products online by designing a Malaysia shopping website for the
customers. The customers will be able to look all the products which we are offering and can
place an order by selecting the product and placing it in the shopping cart. The customers will
also get an option to make payment online or cash on delivery. The customers will get the
products delivered to the address which they will give while placing an order. The customers will
get the product within 3-4 days after placing the order.
 Promotion
We will promote our product and services with the help of social media. Moreover, we will offer
various schemes to the customers who will purchase our products like the customer who will be
10 Korean mask packs will get the free delivery of the product and the customer who will
purchase our products for the first time will also get the free delivery of the products/services.
Target Market
The target market will help in understanding the purchasing behavior of customers and the
segmentation, targeting, and positioning was done on the basis of customer analysis which we
have performed in order to find our target market (Venkatesh et al., 2012).
 Segmentation
The survey was conducted in order to identify that which segment of the people would like to
use Korean mask pack for their skin in order to get rid of acne. The demographic segmentation
helped in identifying that the women of 18 years and above would like to use these mask packs
for their face. They want the great quality of products as they are very conscious about their skin
and also have a purchasing power towards such products. We also used psychographic
segmentation in order to make women’s psychology that the beauty integrates into every step of
life. We found that women are more interested in such type of products.

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 Targeting
The target group for the Korean mask packs will be women of 18 years and above. Women are
conscious about their skin and are ready to pay more in order to look good. We are basically
targeting working women who don't have time to take treatment of their skin, we will provide
mask packs of various kinds which will help the customers to look and feel good. Initially, we
will be offering products and services at low prices in order to attract more customers and retain
them for a longer period of time.
 Positioning
The analysis demonstrated that the around 85 percent of the purchase decision are being
impacted by women. We will be positioning ourselves through a brand positioning of gender-
specific. We have identified that the women don't want to know about the product rather they
want to look good and wants to have an acne free skin. We will be providing products to the
customers through the online website.
Marketing Strategies
Our marketing strategy will be to promote the high quality of our Korean mask pack and the
loyal base of the customers. We will be marketing and advertising our product and services
through social media and advertisements in the newspapers and the magazines. We will be
offering various schemes to the customers in order to make them engaged and in order to attract
new customers. We will be using relationship marketing as we will be focusing more on building
positive relation with our customers by providing them products and services according to their
expectations and satisfying them completely. We will be targeting the customers of Malaysia,
and we will be targeting women of 18 years and above (Galician, M.L., 2013). Further, we will
be handling the complaints and grievances of the customers by creating a column of ‘comment'
on our website which will help the customers to put their complaints and suggestions in that box
and further we will use them and will try to implement them in our business in order to improve
our services of products according to the needs and expectations of the customers. Moreover, the
consumer behavior theories were being applied by taking the price and quality as the variables
while deciding the target market.

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Consumer Behavior Theory
The consumer behavior theory which is relevant to our analysis is flow and model theory to the
online consumer behavior. According to the researchers (Wedel, M., and Kamakura, W.A.,
2012), it has been observed that every customer is the computer user and people are more
comfortable in purchasing products online. As it is easy to make purchases as you don’t have to
stand in the long queues and make payments. The people prefer online shopping as they save
time and they don’t have to go anywhere as they can even place the order by sitting at home.
Further, the physical stores have been converted into the virtual stores with the help of
information technology (Huang, R., and Sarigöllü, E., 2014). The online purchasers completely
rely on the images of the products and the information which is being provided along with that
image on the website. As they cannot feel the product, they have to take the risk of making such
purchases. It has been observed that the people are more concerned about the quality of products
whether they purchase the products offline or online. The main difference between the consumer
behavior of online and offline is that the online customers are more demanding, powerful, and
utilitarian in the expeditions of the shopping. As an outcome, the loyalty of customers is low as
compared to offline. The customers who make online purchases take more risk as compared to
offline customers because they are purchasing the product just by looking the picture of it
(Oliver, R.L., 2014).
P&L Budget
The estimated profit and loss budget is given below for our business.
INCOME
Sales $500
Services $650
Other income $400
TOTAL $1550
EXPENSES
Advertising $320
insurance $90
Postage and printing $30
Subscription $60
Cost of goods sold $90
Maintenance of website $40
TOTAL $630
PROFIT $920

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Conclusion
We can clearly understand from this report that our business will generate maximum revenues in
order to donate the RM3000.00 for charity. Our business of selling Korean mask packs online to
the targeted customers will help in achieving sustainable competitive advantage and we will
create a great business value, and the customers will give more preference to our products and
services as we will be more concerned in building positive relations with the customers and we
will try to retain them by offering various schemes.

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REFERENCES
Galician, M.L., 2013. Handbook of product placement in the mass media: New strategies in
marketing theory, practice, trends, and ethics. Routledge.
Huang, R., and Sarigöllü, E., 2014. How brand awareness relates to a market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-132).
Springer New York.
Liberson, J., Sini, J., Oppelt, S. and Trask, E., One Kings Lane, Inc., 2013. Story based selling of
products. U.S. Patent Application 13/924,285.
Oliver, R.L., 2014. Satisfaction: A behavioral perspective on the consumer. Routledge.
Venkatesh, V., Thong, J.Y. and Xu, X., 2012. Consumer acceptance and use of information
technology: extending the unified theory of acceptance and use of technology. MIS
quarterly, 36(1), pp.157-178.
Wedel, M. and Kamakura, W.A., 2012. Market segmentation: Conceptual and methodological
foundations (Vol. 8). Springer Science & Business Media.