Strategic Marketing Plan for Bulldog Skincare Company

This article discusses the strategic marketing plan for Bulldog Skincare Company, a skin care product manufacturer organization. It includes a situation analysis, objectives and strategy, marketing strategy concept STP, tactics and control techniques. The article also covers the subject BUSM4302 Strategic Marketing in the Digital Economy.

BUSM44302 Strategic Marketing in the
Digital Economy
1

Table of Contents
INTRODUCTION .........................................................................................................................3
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Situation Analysis........................................................................................................................3
Objectives and Strategy ..............................................................................................................5
Marketing strategy concept STP..................................................................................................6
Tactics and control techniques.....................................................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
2

INTRODUCTION
Application of effective marketing within in business practices develops higher efficiency in
recent market trend. Strategic digital marketing refers to all about includes some essential and
effective marketing tools which influence people attraction and they easily evaluate this
organization provide goods and services on the basis or requirement or not. Evaluation of recent
economic or market trend it’s clear that without having appropriate digital or social media
marketing company not survives in competitive market area (Hailu, Workneh and Kahissay,
2021). Bulldog grooming and skincare is all above skin care product manufacturer organization.
It include various range of goods like skincare, shave, body care, beard, gifts and many more.
And it mainly provides man’s products. This company decides to implement new strategic
marketing plan for huge effectiveness development in business activities. This study will provide
information about how Bulldog skincare company can easily reach new opportunities in
marketing with consideration of major essential aspects of marketing and planning are situational
analysis, marketing objective and strategy and tactics and control applications evaluation.
MAIN BODY
Situation Analysis
Research and analysis of target market: Company when decide to raise business performance
throughout the uses of marketing tool its essential that it involves research of target audience.
From the consideration of this term, it attracts people attraction towards with the business
products and services and they get know about which different product sell by this specific
organization (Politowski and et.al., 2021). And from the uses of digital technology in
organization is very impressive approach because almost inivdiual uses social media and digital
applications in daily life. Also people higher consider and engage towards with the appropriate
3

marketing. This company has duty to analyse customer attraction throughout the utilization of
appropriate digital marketing tool.
Uses of digital application Bulldog skincare company easily analyse their target audience
of this product or brand mainly attract audience attraction who believes in buying or purchasing
branded products.
SWOT analysis: Application of SWOT analysis provides idea about company performance,
competitors, create differentiation, clear understanding about activities and new areas of growth.
Effect6ive marketing strategy require this term for performance evaluation are as follows,
Strength Weakness
 Bulldog skincare company major
strength is it involves luxury products
for men’s.
 It believes in continuously launch new
goods from the market research and
requirement analysis.
 Company develop highly skilled
employee which has great sense of
marketing tools and influence people
attraction.
 From the higher charges of product
influence people attraction. Individual
has different range of buying capacity.
Knowledge about this term they do have to
consider on this term as well (Konhäusner and
et.al., 2021).
 Also from the luxury product those
people who not has buying power they
not watch advertising or products as
well.
Opportunities Threat
 From the uses of new and attractive
marketing tools highly influence people
attraction.
 Online selling booking with uses of
social media tools can also raise
business performance.
 Also uses of appropriate tools and
target audience attraction daily
communications, discount offer makes
more consistency in business activities.
 Other multiple men’s skincare products
selling organization. From the research
one major things which evaluate is
people attraction highly influence
towards with the organic products as
well.
 And also one major challenging term is
other competitive industries which
affects people attraction with higher
manner.
4

Objectives and Strategy
Key performance indicators
Application of this term highly attracts audience attraction because this approach useful
for continuously evaluation of marketing activities of company. It provide information from the
marketing experts involvement that which essential tools has power to raise people attraction
which means engage new marketing tools like social media face book, email and many more. It
mainly evaluate business performance with application of software’s tools to involvement of this
term by bulldog company is essential term for long term growth and expansion of new
opportunities with sustainable manner.
Marketing strategy
4p’s of marketing mix: Uses of marketing mix strategy makes higher effectiveness and it attract
audience attractive with higher effective manner. Consideration and application of appropriate
marketing tools with digitalization is major essential so company ahs to consider marketing mix
strategy it determine various require aspects of company are as follows,
Product: Effective product decision is major essential approach for marketing effectiveness.
Without having appropriate product people not influence and attraction towards with
organization goods and services. This company has duty to involve right and sustainable goods
and then it decide that they provide men’s skin care product but its essential that it mainly
concern on specific product like shave and they do have to involve new product like face wash as
well because from the market research men’s also highly engage towards with the skin care
products. Also from the research evaluation mainly men’s attract with this product
(Daneshjoovash, Jafari and Khamseh, 2021).
Price: Next is marketing effective strategy for company is price decision. This company provide
luxury products but it has responsibility that it makes small packaging products so other can also
buying their services. Consideration about this term makes higher effectiveness in business
activities. Product price is tools where individual think on the basis or their buying capacity.
Place: It provides their services in multiple countries. Because when it launch their product it
influences people attraction because it higher concern on website uses where this company
properly explain which product they sell and their benefits. So it stares from UK and now it sell
5

and deliver their gods in various countries. But the major problems it faces is people not have
idea about this brand from others.
Promotion: This is one of the most essential aspects for business growth and development.
Without having appropriate marketing sources not attract audience attraction. This company
concern towards with the website development and it manages their website with higher
effective manner. But the major thing is this company marketing department has to consider
other sources of social media as well (Nguyen, and Özçaglar-Toulouse, 2021). Because from the
market research, customer review it analyse that they mainly prefers mobile applications, Meta
app, face book for analysis of which product is best and at good price. So from the consideration
about this term make sure bulldog skin care company concern towards with right sources of
marketing application which raise organization performance and they do have to concern
towards with small package, pocket friendly product so other can also consider to buy.
Marketing strategy concept STP
STP stands for segmentation, targeting and positioning that is a broad marketing framework that
simplifies market segmentation. It helps companies in segmenting as well as targeting specific
market and attracting them.
Segmentation: It is a process in which group of customers within a market are being
divided as per the range of variables that determines market characteristics (Camilleri, 2018). It
is important for Bulldog grooming and skin care to identify the market and developing profile of
selected group of market or people. As per the characteristic, the whole market is being divided
into 4 types such as:
Demographic: it is one of the most straightforward ways of defining customer group.
When market is being segmented on the basis of age, gender, ethnicity, income, level of
education, religion and profession then it is known as demographic.
In regard to Bulldog grooming and skin care, it is found that it produces skin care
products for men who suffer from sensitive skin. It is believed that there are number of skin care
products that are being produced for women and companies do not target men. Men as like
women also need to use skin care products in order to being refreshed, energetic and young. For
this reason, it has targeted only men. It has segmented the market demographically on the basis
of age, gender, income and level of education.
6

Psychographic: When market and people are being segmented on the basis of their
personality traits, believes, lifestyle, hobbies then this market segment is known as
psychographic. It produces and offers face wash, face scrub, shaving gel, face moisturizer. So, on
the basis of this, it is found that company target or segment to those men who are skin conscious
and specially are young (Hollebeek and et.al., 2019).
Behavioral: It is as like psychographic to some extent as in this type, people are being
segmented on the basis of their purchasing, spending, browsing habits and loyalty towards brand.
This company has segmented the market on the basis of spending and buying habits of customers
Geographical: when customers are being segmented on the basis of geographical area
such as country, region and city then it is known as geographical segmentation. It is found that
Bulldog grooming and skincare is available in the UK as its products are now available on
Waitrose, Sainsbury’s, Tesco and other top retailers. It has entered in Swedish market, Norway,
Finland, Japan and US.
Targeting: targeting is a procedure in which companies need to identify the most
attractive segment among all different types of segments stage. Selection of segment stage is
being done on the basis of the nature, size and the type of business.
Bulldog grooming and skincare target men with the age group of 15-45. In behavioral, it
targets to those who love to spend in beauty care products and are skin conscious. People of
middle and upper income class are being targeted as per the psychographic as its products are
quite expensive because it uses essential oil for giving soothing effect to men (Oliveira and et.al.,
2019). As per demographic, it is available in UK, US, Japan. Finland, Swedish and Norway.
Positioning: It is the last stage in STP of marketing framework in which companies need
to assess their competitive advantages and position themselves in the consumers’ minds in order
to become the more attractive. It helps companies out in attracting as well as retaining their
selected target people. This skin care company has positioned itself in a way that can help it out
in attracting customers to the great extent. Using essential oil in all of its products is one of the
main unique features that makes it different than others.
Tactics and control techniques
Marketing control and tactics refers to that elements that helps in maintaining the marketing
strategies. Only implementing the marketing strategies in not enough in order to increase the
7

share in the market. There is keen focus has to be made over the controlling tools. So, it can be
known that those strategies that has been implemented are working properly. This is just like
monitoring the market (Chernev, 2018). Along with this, the performing the tactics refers to
performing the specific strategies for capturing the market share. The Bulldog grooming and
skincare company is one of the leading company that provides skincare products. The company
can achieve more market share within adopting the effective tactics and marketing control
techniques. Here are those tactics and controlling tools:
Tactics:
Sponsorship- Currently it has ben considered as one of the biggest tactics for marketing. The
bulldog grooming and skincare company can use this in order to increase their consumer base.
Under this tactic, the organization sponsors the social events or any other event. Also, the charity
has been done within sponsoring the event. With the helps of this, the consumers became aware
about the existing of the company. Also, the shows or events that is organized by the company
describes about the mission and vision of the company. The chosen organization can use this
tactic in order to increase their consumer base. Also, this technique ensures the performing of
social aspects by the company.
Affiliate- This involves contacting with the influencer and then the influencer creates the blogs
and shares positive comments regarding the products of the company. Currently, the consumers
are highly active over the social media and following the large number of the influencers. The
bulldog company can use this tactic in order to attract the consumers towards the organization.
As the customers are highly active over the social platform. Therefore, choosing the right
platform along with the right influencer that has been followed by the large number of people
can be proven as highly beneficial for the bulldog company (Iacobucci, 2021). Also, when the
influencer makes the positive comment, it gets explore over the social platform. This helps in
attracting those customers as well who are unaware about the company.
Managing public relations and events- This refers to creating the public events so, the
interaction with the customers can be made. This also involves providing free samples to the
customers in the event. The bulldog grooming and skincare company can use this specific
strategy in order to attract the attention of the customers towards the products of the company
and also towards the organization itself. This events helps in managing the public relation. This
further helps in understanding the concept of the consumer behaviour. With the help of this event
8

the company can effectively understand the needs and wants of the customers or the innovations
they want in the product.
Controlling techniques:
Customer feedback system-The customer feedback system is one of the biggest monitoring tool
that helps in monitoring and controlling the market strategies. Also, helps in knowing that the
marketing plan is working accordingly or not. Bulldog company can adopt this tool in order to
ensure whether their customers are happy or not (Krings, Palmer and Inversini, 2021). CFS
allows them to know about the feedback of the customers and also helps in understanding the
changes that is needed to take place. The customers shares their opinions with the help of this
system and provides idea regarding their liking and disliking.
Existing customer analysation- It is important to analyse the existing customers of the company.
So, the company can have the idea in relation of the satisfaction level of the customers. In order
to solve the threat of shifting by the customers towards the competitor's product it is important
that company must analyse their existing customers (Lindgreen and et.al., 2021). So, the idea in
relation of the demand of the customers can be known. If the existing customers are happy then
only the new customers can be added in the bunch of the customers.
Competition analysation- This is the perfect controlling technique that ensures the gaining of the
major information that is needed in order to make marketing strategies more effective. The
bulldog grooming and skincare company must adopt this tool in order to monitor the market.
Under this, the competition that has to be face by the company is evaluated (Wang and Wang,
2020). This helps in taking the major decision that are required in order to show the organization
superior from their competitors. Also, this helps in generating the USP of the products.
Monitoring the competition in the market results in knowing the threats that can create risk for
the organization. Also, it helps in taking the alternatives in terms of solving the risk. Thus, this
controlling tool can be used by the bulldog grooming and skincare company in order to become
superior from the competitors.
9

CONCLUSION
It has been summarized from the above reflective study that strategic digital marketing apply
major role in new opportunities expansion in business and it raise selling or products as well.
This study has been clarified that uses of appropriate tools of marketing like social media tools
meta, face book, website, content marketing and many more highly beneficial tools. It has been
also conducted from the market research mostly people influence towards with the buying good
and services from booking expansion on social media application. Because they mainly concern
towards with it take very less time to buying goods. It has been evaluated that when this
company evaluate marketing research it developed higher effectiveness in product selling and
easier manner and approach for advertisement of goods and services. Bulldog grooming skin
Care Company highly influences their business performance with this marketing plan.
10

REFERENCES
Books and journals
Camilleri, M.A., 2018. Market segmentation, targeting and positioning. In Travel marketing,
tourism economics and the airline product (pp. 69-83). Springer, Cham.
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Daneshjoovash, S. K., Jafari, P. and Khamseh, A., 2021. Effective commercialization of high-
technology entrepreneurial ideas: a meta-synthetic exploration of the literature. Journal
of Small Business & Entrepreneurship. pp.1-26.
Hailu, A. D., Workneh, B. D. and Kahissay, M. H., 2021. Influence of pharmaceutical marketing
mix strategies on physicians’ prescribing behaviors in public and private hospitals,
Dessie, Ethiopia: a mixed study design. BMC public health. 21(1). pp.1-15.
Hollebeek, L.D. and et.al., 2019. Customer engagement in evolving technological environments:
Synopsis and guiding propositions. European Journal of Marketing.
Iacobucci, D., 2021. Marketing management. Cengage Learning.
Konhäusner, P. E. T. E. R., and et.al., 2021. Monetary Incentivization of Crowds by
Platforms. Információs Társadalom. 21(2). pp.97-118.
Krings, W., Palmer, R. and Inversini, A., 2021. Industrial marketing management digital media
optimization for B2B marketing. Industrial Marketing Management. 93. pp.174-186.
Lindgreen and et.al., 2021. How to develop original, courageous ideas in business marketing
research. Industrial Marketing Management. 95. pp.A1-A4.
Nguyen, A. and Özçaglar-Toulouse, N., 2021. Nation branding as a market-shaping strategy: A
study on South Korean products in Vietnam. Journal of Business Research. 122. pp.131-
144.
Oliveira, D.S. and et.al., 2019. Empirical analysis of weapons of influence, life domains, and
demographic-targeting in modern spam: an age-comparative perspective. Crime
science, 8(1), pp.1-14.
Politowski, C., and et.al., 2021. Game industry problems: An extensive analysis of the gray
literature. Information and Software Technology. 134. p.106538.
Wang, W.Y.C. and Wang, Y., 2020. Analytics in the era of big data: the digital transformations
and value creation in industrial marketing. Industrial Marketing Management. 86. pp.12-
15.
11

12