Analysis of Priceline Pharmacy Makeup Product Range

Running Head: CONTEMPORARY MARKETING 0
CONTEMPORARY
MARKETING
Student name
5/23/2019

CONTEMPORARY MARKETING 1
Executive Summary
Priceline pharmacy is the Australian based companies that are part of the beauty and health
industry. Company is offering various brands of makeup products like Revlon, Maybelline and
many more. The reported purpose was to analyze the external and internal business environment
of the company to develop a marketing mix for the product in Australia. After analyzing macro
environmental factors, it can be said that political and legal factors are key threats to the
company. Nevertheless, technological, socio-cultural factors can be a great opportunity for
Priceline in Australia.
Key competitors of Priceline are other retailing companies like Amazon, iconic, Woolworths and
other competitors would be the brand's showroom that Priceline is offering. The key suppliers of
the company are the manufacturers of the brand that the Priceline are offering to the customers.
The company is having more than 300 employees and the company has to integrate the
operations among offline and online stores.
The target market for Priceline makeup product range included Considering the age factor, the
company is targeting women of age 16 too old age women with their makeup brands suitable for
various skin types. Priceline is even offering makeup product under $10 with brands like
Covergirl, Rimmel. The target customer would be considering lifestyle as the major category;
this would include women spending time at leisure. The business women would also be targeted
by Priceline makeup product range. The key recommendation to Priceline includes Increase
online presence through promotion, and New Technology use.

CONTEMPORARY MARKETING 2
Contents
Executive Summary.........................................................................................................................1
Background to Priceline Pharmacy makeup product range.............................................................4
Situation Analysis............................................................................................................................4
Macro environmental factors.......................................................................................................4
Political factors........................................................................................................................4
Economic factors.....................................................................................................................6
Socio-cultural factors...............................................................................................................6
Technological factors...............................................................................................................7
Environmental factors..............................................................................................................7
Legal factors............................................................................................................................7
Micro environmental factors........................................................................................................7
Competitors..............................................................................................................................7
Suppliers..................................................................................................................................8
Distributors..............................................................................................................................8
Customers................................................................................................................................8
Public.......................................................................................................................................8
Priceline Pharmacy..................................................................................................................8
SWOT Analysis...............................................................................................................................9
Strengths......................................................................................................................................9
Weakness.....................................................................................................................................9
Opportunity................................................................................................................................10
Threats.......................................................................................................................................10
Target Market and Positioning......................................................................................................10
Target market.............................................................................................................................10
Positioning.................................................................................................................................11
Marketing Mix Analysis................................................................................................................11
1. Product...................................................................................................................................11

CONTEMPORARY MARKETING 3
2. Price.......................................................................................................................................13
3. Place.......................................................................................................................................14
4. Promotion..............................................................................................................................14
5. Physical evidence...................................................................................................................15
6. Process...................................................................................................................................16
7. People....................................................................................................................................16
Recommendations..........................................................................................................................16
References......................................................................................................................................18

CONTEMPORARY MARKETING 4
Background to Priceline Pharmacy makeup product range
Priceline pharmacy is the Australian based companies that are part of the beauty and health
industry. The company is a large beauty and health retailers established 450 stores of Priceline
by July 2018 in Australia. The parent company of Priceline is Australian pharmaceutical
industries. The retail industry in the nation is very competitive. For the marketing plan of this
company, makeup product range would be discussed specifically for this report. Company is
offering various brands of makeup products like Revlon, Maybelline and many more. The
reported purpose is to analyze the external and internal business environment of the company to
develop a marketing mix for the product in Australia (priceline, 2019).
Situation Analysis
Macro environmental factors
Political factors
Political factors are directly affecting the retail industry and Priceline overall. The government
support is essential for an organization to run in a country. The Australian factor included the
political stability of the nation. From the figure below it can be said that the nation is not so
stable, which can be a threat for the Priceline.

CONTEMPORARY MARKETING 5
Figure 1:(Source: (theglobaleconomy, Australia/wb_political_stability, 2019)
Another key factor included corporate tax rate that will affect the profit margins of Priceline. The
corporate tax of Australia is somehow stable and 30 % that denotes that the company profit
margin would not be fluctuating due to the tax rate of the nation (theglobaleconomy,
Australia/corporate_tax_rate, 2019).
Figure 2:( Source: (theglobaleconomy, Australia/corporate_tax_rate, 2019)