Marketing Strategies for Super-Drug Plc's Spa Therapy Products

The assignment provides an analysis of how Super-Drug Plc can expand its business in Kenya by considering environmental factors such as politics, environment, social, and legal aspects. It also examines possible market entry modes for the company's NovaRelief product in India and discusses customer and competitor insights, new product development competence, and creativity. The assignment concludes with a discussion on optimization of force transmission path on high-thrust hyper-static strap-on launch vehicles.

Product Launch

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1 – Background of the company and chosen country – Kenya............................................3
TASK 2 – Environmental factors affecting the organisation ..........................................................4
TASK 3 - Proposed entry modes.....................................................................................................6
TASK 4 Marketing strategies for super Drug..................................................................................7
Conclusion ....................................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Product launch is a major task for each and every company in the global market, entering
into a new market is difficult for every organisation or business. This report is in context to
Super-drug stores PLC, which is a health and beauty retailer in UK. The report determine brief
background of the company and the new market or Kenya in which it is going to launch its
products. The study will also identify various environmental factors which can affect Super-drug
while entering into Kenya's market. Company is going to launching a new Spa therapy through
which it will give the best solution to customer in order to reduce their stress and tension. In this
therapy it includes body massage, facial, Acu-healing, scrups etc. This types of Spa is mixture of
health and beauty services through which customer can gain the advantage of reduce the health
issue as well as increase beauty Furthermore, the report will identify the various ways in which
the company can enter into Kenya along with the different marketing strategies.
TASK 1 – Background of the company and chosen country – Kenya.
Super-drug stores Plc is a well-being and excellence retailer in the UK advertise. It is
exchanging the 900 stores over the UK and Ireland. Its puts away make-up, skincare, scent, well-
being and health, mother and child mind items. Referred to organization likewise offers
excellence and toiletry items under its own image and online well-being administrations in the
region of men's well-being, ladies' well-being, sexual well-being, heart and lungs, travel heath
and other(Snow, 2015). The company is now planning to launch its new spa therapy products
and services in Kenya which is a completely new market for the organisation. Kenya is ranked
22nd among 48 countries in the Africa's Sub-Saharan region. The country has growing trading or
business development rate in the global market. The Corporate and Top income tax rates are 30
percent, other taxes consist tax on interest and value added tax. The tax burden overall is equals
to 18.7 percent of total domestic income in the country. The real target of this firm is to create
compelling association with customers to convey them a superb quality item and administrations.
Promote it points is to wind up celebrated retail organization on the planet and procure the
greatest productivity and piece of the overall industry. Kenya has a simple process for starting a
business but also made it a little expensive for registering of the property, getting electricity etc.
Other the other hand Kenya's people are not much open-minded and developed in terms of
fashion, trends, taste and preferences.

For accomplishing its motivation organization requires to standard criticism choice for
customers so as it can gather the different proposal and change necessity. Organization has solid
capacities since it have 900 stores over the UK and Ireland. Refereed to organisation have in
excess of 14000 quality and talented representatives which are giving their earnest attempts to
accomplish organization objective. Super-drug is presently the UK's quickest developing well-
being and excellence retailer dramatically increasing its benefit in 2015.As for every the review
it has been established that organization's items are palatable for customers and they have
completely fulfilled and making the most of its administrations. Organization have drug stores
with meeting rooms in more than 220 stores and a further 19 contain nurture facilities. Now the
company's target is Kenya which in an under developing country but in order to enhance market
share. The new spa therapy products can assist in increasing the profitability of the organisation
if launched successfully and accepted by the people in Kenya. Super-drug Plc needs to make sure
it can utilise each and every opportunity effectively to achieve best results through launching its
new product in Kenya.
Launching a new product in Kenya
According to the request of customer and changing their taste and inclinations of the
medicinal services' item and administrations, Super-drug Plc wants to bring another well-being
administrations into the market. The real purpose for expanding the familiarity with clients about
heath mind administrations and item. They need some better and recognize treatment so as they
can recoup their medicinal services handicap. Organization is going to propelling another Spa
treatment through which it will give the best answer for customer keeping in mind the end goal
to diminish their pressure and strain. In this treatment it incorporates body massage, facial, Acu-
mending, scrups and so forth. These kinds of Spa are blend of well-being and excellence benefits
through which customer can pick up the upside of lessen the medical problem and increment
magnificence. For dispatch this heath and magnificence benefit in the market, organization need
to build up a showcasing plan-
Product - Company will present the one of a kind Spa treatment which give heath benefits and
excellence administration to clients. In this incorporates body rub, facial, Acu-mending, scrup
and so forth. This will be the best answer for customer to expand their excellence and
additionally diminish strain and stress.

Value - Company will set low costs of this Spa treatment so every pay gathering can devour this
new administrations. Organization will utilize the market infiltration valuing methodology under
which it gives its item in the lower costs with a specific end goal to get substantial piece of the
pie.
Place-The appropriation of this well-being and excellence administrations will give by
organization to its different outlets on different land area.
Advancement -It will advance its well-being and excellence benefits by utilization of Online
also disconnected channels. It additionally utilizes TV, magazines, announcement.
TASK 2 – Environmental factors affecting the organisation
Super-drug Plc is an organisation which operates in many countries around the world,
there are various environmental factors that affects the functioning and operations of the
organization. In order to establish and launch its products in Kenya, the organisation needs to
analyse and identify various factors within the environment to obtain a successful launch and
development of the business in Kenya's market. The various environmental factors which can
affect Super-drug Plc while launching its products and services in Kenya are as described below-
 Political factor-In this factor incorporates the administration direction, set of accepted
rules, rules, charge approaches and so forth. Referred to organisation need to think about
this segment at the season of business activities. Duty arrangements and directions can
influence the organization creation and advertising administrations. Changing political
parties in Kenya can affect the organisation in operating its functions and launching the
new products in the market due to fluctuating trading policies and taxation(Gatignon and
et.al, 2016).
 Economical factor-The quickly expanding worldwide nourishment emergency has
expanded sustenance costs everywhere throughout the world, which will bring about
rising acquiring costs for Super medication PL. In the monetary factor incorporates the
financial cash's of nations, valuing arrangements, loan fee, expansion and retreat.
Referred to organisation need to think about this factor at the season of task in the nation.
As per the estimating approaches and monetary condition, the costs will be set of item
and administrations. According to the economic conditions of Kenya it can be observed
that the purchasing power of the customers may not be that high so Super-drug Plc's Spa

therapy product needs to ensure the pricing of the products can encourage and motivate
people to buy the products or services offered by the organization.
 Social and cultural factors- The culture in Kenya is not that much advanced or modern,
people living their still believes in traditional culture and values which is essential for the
Super-drug Plc's Spa therapy product to consider while launching their products and
services. This is a critical factor by which organization's tasks are influenced. Under this
incorporates customer evolving mentality, pattern of design, their qualities, convictions,
social and social perspectives. According to this organisation need to direct compelling
business sector examination so as it can distinguish customers needs and needs identified
with its item.
 Technological factor-This is the main consideration through which organization's task
will impact. Innovation is changed constantly and its is identified with the different
branch of partnership, for example, showcasing, fund, task, creation and so forth. As
indicated by the evolving innovation, organization need to change its business activity.
Keeping in mind the end goal to convey viable and quality item, organization need to
embrace compelling apparatuses and gear of innovation. The organisation need to
analyze and implement the most effective technology in their business functions which
can be accepted by the people.
 Legal factors – Legal factors refers to the laws, policies and taxes applied on the
businesses or organisation by a government. Every country has its own legislation and
trading policies which are needed to be considered by businesses or organizations to
effectively perform their business activities and functions.
 Environmental factor-In this factor incorporate normal assets, for example, water, air,
crude material, daylight and so on. These common assets aid the creation and fabricate of
item and administrations.
 Key extend and certainty – Super-drug Plc's Spa therapy product thinks that its hard to be
adaptable and versatile locally as they enter or upgrade their business in the worldwide
market. The worldwide market incorporates different factors, for example, exceptional
rivalry, accessibility of assets and work. These elements impact the association change
their business methodologies for accomplishment of association's objectives and goals. It
makes troublesome for the organizations to adapt to nearby and universal requests or

needs of the clients and this makes intricacy in their vital administration or
arranging(Burmester and et.al, 2015).
 Individuals as a benefit and a test – The another most affecting test looked by the
association is building up a gifted and viable workforce. Worldwide market influence the
working or working of Super-drug Plc's Spa therapy product, for example, to deliver high
profitability. These progressions can be overseen just if the organization has a string and
compelling groups of workers. Association required profoundly gifted and skilled
workers to expand the viability and productivity of the general business or organization.
Micro environmental factors
 Purchasers With the changing interest and prerequisite of customer, organization need to
build up its item and administrations. Super-drug Plc's Spa therapy product required to
keep up successful and sound association with customers since organization productivity
are generally influenced by the quantities of customers.
 Workers Human assets assume an essential part all together create viable brand picture in
the market. Organization need to keep up and deal with its representative to create
successful and quality item and administrations. Deals and advertising movement is to a
great extent relies on the workers' execution(Nelson and et.al,2014).
 Suppliers - These are the general population who are in charge of conveyance crude
materials and semi completed products to organization. Organization ought to keep up
viable relationship, with them by make their installment on time and influence successful
and substantial to arrange.
TASK 3 - Proposed entry modes
In order to launch Spa therapy products into a new market Super-drug Plc's can adopt various
routes or ways which can help to establish a successful business with achievement of growth and
development. The various methods of entering into Kenya can be described as below -
 Licensing - Licensing is a kind of assent or offer of trade the rights to the use of thing and
organizations to another association. It is an official assent or permit doing, use
something. A permit may be allotted by a group to another group as a segment of a
comprehension between those partners or groups. This can be an effective technique for
Super-drug Plc's Spa therapy product to enter into Kenya as the people living there can

develop trust with an organisation working with a local group or business(Griffith and
Yalcinkaya,2018).
 Franchising - Franchising is the demonstration of the rights to use an association's
arrangement of activity and brand for a suggested time allotment. It is the best market
section technique and process for snappy market improvement yet it is grabbing balance
molecule distinctive parts of the world. It is a sort of differentiating and it works
outstandingly for firm that have a repeatable arrangement of activity. In this framework,
franchiser is a supplier who allow a head or franchisee, to use the suppliers trademark and
appropriates the supplier's incredible.
 Direct trading - Direct trading is putting forth particularly into the market. While any
business attempt particularly convey its thing and organizations then it is known as the
quick exchanging. While any association oversees arrange conveying, by then they have
developed a business program swing to administrators and distributor to address them
progress in that market. This is another best framework for business enter and
improvement under which firm does not require joining with another association. In this
system, it is basic for association that decision of administrator and shipper should be
appropriate(Searcy and et.al, 2017).
 Joint venture – It is another basic market area system for the Sainsbury through which it
can without quite a bit of extend to enter and develop its business in the Indian market. It
is a particular sort of association that incorporates the creation of a third self-gruelingly
managed association. Under this framework, two association agree to collaborate in a
specific market, either geographic or thing and make a third association to endeavor this.
In simple word two organisation working in collaboration or partnership for a longer
period can be called as Joint ventures. Super-drug Plc's Spa therapy product can
collaborate with a local company in Kenya in order to build market position and trust
among the people. It can help the organisation to build a familiar image in the new
market.
TASK 4 Marketing strategies for Super Drug's new Spa therapy product
In order to develop new product that is Spa Therapy, company can use the following
techniques

 Idea generation- In this stage, new idea of Spa therapy has been generated into the mind
of marketing executive. In this includes brainstorming, Delphi and focus group. Feature development- After generate new idea in the mind of marketing executive, in
next stage, marketing executive of company thing about the new and creative feature of
product or services.
 Product development- In this stage finally product and services has been developed.
Configuration allows survey respondents to build their ideal product by selecting from
the list of available feature.
 Innovation- Through innovation company can develop new and innovative product, In
this process, individual get the new creative idea in the mind then he/she tries to
implement in the real
Marketing strategy is the long term approach which makes company more compatible
and strong in the market (Tanse and et.al, 2015). This is very essential for the company to make
necessary changes in the business environment in order to stable the market position among their
competitors. To enter into the new market super Drug needs to adopt effective and productive
marketing approach to beat the other competitors in the dynamic environment. Kenya is the wide
country in which Super drug can easily make good profit revenue and earn productive market
share. Strategic planning must unique and different from competitors which differentiate them
from others (Chuang and et.al, 2015) Super drug is the second highest seller of beauty products
after Boots. They need to introduce their brand products across the world. Beauty products are
majorly taken by the women. Super Drug needs to target female customers for their product and
services. There are various marketing strategies for the company which they adopt for their
effective growth.
Marketing strategies
Creative Packaging: In order to grab female attraction towards the company products.
Super Drug needs to make creative packaging of the product and services. Packaging is the first
element which grab the customers towards the product, which must be creative and unique (Lee,
and et.al, 2014). Such as cosmetic must be in beautiful packaging which defines quality and
soberness. On the other side, Super Drug also make product packaging with ribbons, flaps, fabric
cords. Make product graceful and innocent.

Branding: before introducing the product in Kenya company also needs to promote their
brand in their market with the help ODF different promotional tools. This gives great impact on
the customers minds or create curiosity between customers. This gives great and positive impact
on the company sales profit. This overall process help to enhance the company image in the
competitive market (Mei and et.al, 2015). In order to increase market awareness about the
product. Super Drug needs to take involvement of women in order to introduce new cosmetic
products. Like Super Drug adopts the skin care concept behind their products. Its beauty
products does not harm the skin of buyers. This overall strategy will give positive impact on the
business firms.
Product positioning: Product positioning is the productive marketing strategy which
grab higher level of customer attraction. This makes company stable in the market and make
favourable of the buyers. In order to make the strategic position in the market company needs to
offering quality services to the customers through which they enhance their productivity level of
the company (Mei and et.al, 2015). Overall, the target market is the most important factor in term
of getting the best possible action.
Target market customers
Target market customers of the company is females who love to carry beauty products in
order to keep their skin safe and impressive. For that, they always interested to adopt quality of
products (Mei and et.al, 2015). This give positive advantage to the company in order to launch
their products in Kenya. Besides, females also not interested to adopt constant changes in terms
of their beauty products. For that company offers productive quality to enhance the faith between
target customers.
Marketing Mix elements:
Price: Price is the most important aspect of the company which decides weather products
are going great or low. Company needs to adopt penetration pricing strategy in order to launch
new product in the Kenya market. Along with that it also makes good changes in the market in
terms of competition level (Mei and et.al, 2015).
Product: Product is the another marketing element which is the significant element.
Through which company get earn profit revenue. Product must be having unique identity which
grab the attraction of customers. Super Drug core product is beauty products which must be
creative and unique and creative as per the needs of customer attraction. For having good market

approach and customer satisfaction company needs to adopt attractive and quality product for the
customers.
Place: place is the another marketing element which must be approachable for the
company. This makes the effective management tool. Super Drug now also provides their
services in Kenya as well in order to expand wide range of customers. This gives positive impact
on the customer minds which can easily purchase company products at approachable place (Mei
and et.al, 2015).
Promotion: Promotional activities must be required and necessary marketing element
which require productive efforts in terms of increasing sales of the products. Super drug needs to
grab the effective process of promotional activities in order to take the good customer response
towards the products. Company needs to adopt effective advertisement and social suites to
promote their services to target market customers. Promotional activities helps company to make
customer relation in long term market.
Physical evidence: Physical evidence is the material part of service, strictly specking the
company quality. Super drug needs to adopt effective attractive complementary services to retain
the customer interest (Mei and et.al, 2015). This gives positive preference in order to attract the
productive customer approach. It is the kind of extra services which attracts customer focus and
faith toweard the company product and services.
People: People are the main source for the company which enhance the company sales
revenue. It gives positive Impression on the company effective process. Company needs to make
target market customers and effective employee performance through which they grab effective
management activities (Mei and et.al, 2015).
Process: process is the last element of marketing strategies which require proper
attention ion terms of accomplish the objectives. It gives great impact on the business activities
by adopting great process of working. There are number of types and ways through which
company distribute their product and services such as direct, indirect through distributors, or by
give franchise to other company. In order to grab good attention from the customers minds
company needs to full fill the customer demands on the basis of effective process of distribution
(Mei and et.al, 2015).

Conclusion
The above report concluded that launching product into a new market or country is a
critical task for each and every organization. Super-drug Plc's Spa therapy products needs to
consider various environmental factors such as Political, Environmental, Social, Legal etc which
can affect the business expansion or establishment in a new country such as Kenya. The report
determined various methods through which Super-drug Plc's Spa therapy products can enter or
grow its business in Kenya's market place. Furthermore, the report also determined various
marketing strategies that can be implemented by the cited organization to establish or develop
successful business in Kenya.

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