Develop Natural Cosmetics for Health-Conscious Customers

This assignment involves developing a range of healthy and natural cosmetic products to cater to the needs of health-conscious customers. You will research customer preferences and behaviors using resources such as the RACE Digital Marketing Planning Framework, ensuring that your product line meets their requirements.

DIGITAL MARKETING PLAN

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Mission & Vision........................................................................................................................1
Objective and Goal......................................................................................................................1
Analysis of the existing and target market..................................................................................2
SWOT Analysis..........................................................................................................................2
FUTURE STRATEGY....................................................................................................................2
Areas of opportunities for future improvement..........................................................................2
Race Outline advocated...............................................................................................................4
Resources required......................................................................................................................5
Priorities and reasons for resources.............................................................................................6
Challenges and methods to overcome.........................................................................................6
Outline of proposed strategy and key success indicators............................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Digital marketing is a process of introducing and advertising of the product and services
in the market with help of the digital channels. The major objective of this process is to promote
the brands with use of various digital media. In the present report, the significance of digital
marketing and its application has been addressed with respect of SaSa international holding
limited company. Cited venture deals in the cosmetics products such as make up, hair care, body,
skincare, fragrance, body care products, health and beauty supplements etc. In this present
assignment, analysis of the currents objective, mission, strategies, goal, target market has been
systematically addressed. In addition to this, proposed strategy for improvement has been also
clearly discussion in this report.
MAIN BODY
Sa Sa international holding limited is one of the famous leading cosmetic retailing
organisation which is deals with various cosmetic products such as make up, hair care, body,
skincare, fragrance, body care products, health and beauty supplements etc. As per the Hong
Kong report, Sa Sa company have Retail Asia Pacific top 500 ranking of the retail magazines
and it also represents more than 100 international beauty brands in the Asia. Following are
vision, mission, objective and goal of the cited venture-
Mission & Vision
Sa Sa company have mission is to produce the high quality of beauty products in the
market and effectively meet actual needs of the customers related to the cosmetics. Cited venture
is successful and well established “One stop cosmetic store which offers varieties of cosmetics
products and its online channels delivers online shopping services to customers (Bates and
Bitton, 2010). It desires to gain high market share and profitability in the beauty and cosmetic
sector by deliver high quality of beauty product and services to customers. It another mission is
to build long term partnership with our suppliers.
Objective and Goal
Sa Sa company have objective is to meet the regular demand of the customer related to the
cosmetic product and become number one cosmetic retail in the world. Its goal is to grow its
core cosmetic retailing business by incresaing retail outlet throughout the region.
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Analysis of the existing and target market
In the time, Sa Sa company have target market to all female and male candidate. It produces the
product and services according to the needs of the male and female related to their beauty.
SWOT Analysis
In order to analyse the competency and effectiveness, SWOT model can apply which are as
follows-
Strength- Sa Sa company have major strength is related to its high quality of cosmetic product
and services. It has effective presence on the online channels through which it has effectively
dealt with customer and solve their queries related to cosmetic products. Another major strength
of the Sa Sa company is its continuous research and innovation in the cosmetic products.
Weakness- It majors weakens is related to the changing taste and preferences related to the
cosmetic so company have to change its product customisation. Another major weakness is
related to the product differentiation (Beaudry and Pinsonneault, 2010). It has weak online
presence and e-commerce channel on the internet so it required to improve its e-commerce
channel. Its another weakness is its low promotion and advertsiment.
Opportunities- Its major opportunity is to develop such effective natural and cosmetic products
which produced with very less chemical products. In addition to this, its another opportunity is to
become the number one leading cosmetic retailer in the world.
Threats- One major threat is related to the high level of competition. In the cosmetic industry, Sa
Sa company have high level of rivals and competitors so this is one of the challenge for cited
venture (Bilbao-Osorio, Dutta and Lanvin, 2013). In addition to this regular changing the taste
and preferences of customer related to the cosmetic is also major challenge for the Sa Sa
company.
FUTURE STRATEGY
Areas of opportunities for future improvement
From the SWOT analysis it has been analysed that the Sa Sa company have effective positioning
in the market as it delivers varieties of cosmetic product. However, due to high level
competition, changing regular taste of customer related to cosmetic, product differentiation it
required to focus on the area of opportunity for improvement which are as follows-
 Market research- It should conduct market analysis and investigation by which it can
easily identify the actual requirement of customer related to the cosmetic product and
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services. With assistance of this tactic it can overcome the issue related to changing
customer demand.
 Produce healthy and natural cosmetic product- Company should focus on the natural and
healthy product of cosmetic which have not any side effect. This will fulfil the
requirement of natural and heath concious customers (Kellermann and Jones, 2013).
 Business analysis- In order to overcome the issue related to high level competition, Sa Sa
company required to conduct effective business analysis by which it can analyse the
competency and strategies of rivals about the product and services
 E-commerce- It should improve its online presence by making e-commerce channels.
With help of effective e-commerce channel, it can easily deal with customer with internet
and sale its product on various online channels (Borghoff and Pareschi, 2013).
 Social media- In order to improve its promotion and advertisement, it should use social
media channels.
In order to improve the current weakness, cited venture will develop digital marketing plan for
24 months under which each activity organise according to specific time period.
Activities/
Month
4 Months 4 Month 10 Month 4 Month 2 Month
Market
research
Business
Analysis
Healthy
product
development
E-
commerce
Social
media
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Race Outline advocated
RACE digital marketing planning is a framework under which various steps are included
such as reach, act, convert and engage. In order to implement planning about the future
improvement and make the presence on the internet cited venture will focus on the Race digital
planning which are as follows-
 Reach-In the fist stage company build the awarenesses on the social media and online
website. In this stage, company develop effective awareness of the product and services
on the various sites on the internet.
 Act- In this stage, company engage with the audience and share the information about the
product and services. Corporation generates the content for the product and services and
announce the value of the company in front of the audience (RACE Digital Marketing
Planning Framework, 2017). Convert- In this stage, company persuade the users who regularly use the social media
and online channels for product ad services and communicate with them about the quality
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Illustration 1: RACE Model
(Source:RACE Digital Marketing Planning Framework , 2017)

and effectiveness of the product and services (Davenport, 2013). In this stage, firm
required to influence and motivate customer about the new product and services which it
will sale in the future such as natural cosmetic for natural and heath concious customers.
 Engage- In this stage, company finally make the new customer and increase the value of
the commodities. Company regularly engage with customer by taking their feedback and
review so as it can make further improvement in the future (Dahlstrom, Walker and
Dziuban, 2013).
Resources required
SaSa cosmetic company is planning to market its products and for that entity requires
several resources. These are as following:
 Human resource: In order to accomplish goal of the cited firm it is essential to have
support of skilled people. SaSa cosmetic company needs efficient team members those
who have great knowledge about the cosmetic market and are able to communicate with
target audience significantly (Olteanu and Curmei, 2014). Organization needs skilled
people those who can conduct market research effectively and can identify needs of
consumers. Apart from this they need to have technical knowledge so that they can
contribute well in the digital marketing planning. Cited firm needs staff for market
research, handling of technical equipments, account management etc. These skilled
people can help in accomplishing goal of entity to great extent (Şerban, 2014).
 Physical resources: It is another main resource which are required in digital marketing
planning. SaSa cosmetic company needs equipments, computers, internet, cosmetic tools
etc. for effective marketing of products. By this way it will be able to meet with the
specific needs of consumers and it will be able to meet with its objective.
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 Financial resources: SaSa cosmetic company is required funds for market research,
technical development etc (Shamma and Hassan, 2013). Management needs to have
sufficient budget for the marketing planning so that individual can hire skilled people and
can prepare planning in effective manner. Cited firm is required to raise funds so that it
can conduct marketing program effectively. For that SaSa cosmetic company needs to
take loan and have to manage its cash flow significantly.
 Technological resource: As it would be a digital marketing plan thus, SaSa cosmetic
company is required to have sufficient and updated technologies so that it can implement
plan effectively (Olteanu and Curmei, 2014).
Priorities and reasons for resources
One of the most important resource is financial resource, if firm is having sufficient funds
then it will be able to conduct research and can prepare plan significantly. It is on first priority of
SaSa cosmetic company. Entity is required funds for marketing permission, development of
website, printing business cards, start-up cost etc. Funds for these expenses can be gathered from
variety of sources such as bank loan, credit card, investors etc. With the help of sufficient
financial resource it will be able to manage its operation effectively (Şerban, 2014). That will
help in investing money for efficient market research and hiring skilled people for the same.
Technological resources are in second priority for the digital marketing planing of SaSa
cosmetic company. As it is going to market its brad through digital platform. Thus, it is essential
for the entity that to issue updated modern technologies. With the help of these tool cited firm,
will be able to manage its operations like recording of data, communication with consumers
appropriately. SaSa cosmetic company's mission is to develop strong relationship with its target
consumers (Mullin, Hardy and Sutton, 2014). It is possible when it has strong technological
resources. By using technologies and tools effectively it will be able to coordinate with its
consumers and will be able to identify their needs and requirements
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Human resource is another more important resources and have equal priority as financial
resources. If there is absence of skilled workers then company will not be able to market its
products significantly. They are most important assets of the firm and contribute well in the
success of the organization. Physical resources are another essential resource for the marketing
plan of SaSa cosmetic company (Şerban, 2014). By having adequate tools, equipments, outline
stores cited firm will be able to promote its products across the world. That will assist in
increasing its brand awareness and revenues as well.
Challenges and methods to overcome
Insufficient data:
It is one of the major challenge can be faced by SaSa cosmetic company. If marketing
manager does not research properly about the needs of consumers and their preferences then
individual will not be able to develop marketing plan. By this way customers will not tackle
interest in the company's products and they will move to other brands. It is very important for the
cited firm to have sufficient data about market and clients so that it can market its products
accordingly (Mullin, Hardy and Sutton, 2014).
Changes in Competitor strategies
If competitor modify its strategy then accordingly marketing manager have to react.
Individual have to make changes in its planning accordingly that will requires huge investment
and will increase cost of the enterprise. Thus, it is very important for the organization that to look
upon this issue and deal with it effectively so that it can mange its operations significantly
(Şerban, 2014).
Changes in government law
It is another challenge for the SaSa cosmetic company that may affect the marketing
planning to great extent. If government make sudden amendments in the legislation and policy
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then it may creates huge trouble for the organization because it will have to change its plan. By
this way cost will get increased and employees will not accept sudden changes easily (Olteanu
and Curmei, 2014). It may create problem in the execution of digital marketing planing.
Budget
It is one of the most important issue that can impact on the marketing planning. It is
essential to manage financial resources effective otherwise it will go over budget.
Poor controlling
It is another challenge for the SaSa cosmetic company, if there is lack of management
and poor controlling then cited firm will not able to successfully implement the digital marketing
plan (Shamma and Hassan, 2013).
Methods to overcome from these issues:
 SaSa cosmetic company should effective research market and should gather necessary
information about cosmetic market and consumer needs. It will support in minimizing
issue related to insufficient data.
 Management should closely monitor activities and have to make contingency plan as
well. By this way cited firm will be able to face sudden changes and will continue
working (Mullin, Hardy and Sutton, 2014).
 Management should effectively allocate resources so that cash shortage does not occur
and entity can run its operations smoothly.
Outline of proposed strategy and key success indicators
SaSa cosmetic company should improve its products and have to make them as per the
needs of consumers. Cosmetic products are mostly used by women and they want such skin care
items which do not cause issue to their skin. Thus, cited firm should adopt innovative technique
and should improve its quality of products (Olteanu and Curmei, 2014). By this way it will be
able to grow well and attracting more people towards the brand. Digital marketing is most
effective way to promote the brand across the world. By using attracting images on social sites
cited firm can gain attention of mas audience. It will support entity in meeting with its objective.
In order to know the success of marketing plan SaSa cosmetic company should tackle
support of ratio analysis, quality management, increment in number of customers, review of
consumers in this respect. Rations will help in knowing the profit of the firm after implementing
marketing plan, That will help in addressing success of the planning for cited firm (Mullin,
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Hardy and Sutton, 2014). SaSa cosmetic company should take feedback from consumers, their
review can states whether planning is effective or not. If number of consumers have been
increased that means marketing plan has helped in raising awareness of the brand among
consumers.
CONCLUSION
From this entire report it has been concluded that Sa Sa company have effectively
focused on the quality and effectiveness of the cosmetic product and services. With help of
digital marketing planning, firm can easily acquire the large amount of customer of the digital
channels. It has been also concluded from this report that cited venture should improve social
media and e-commerce presence through which it can more attract the customer. It also should
develop healthy and natural cosmetic product for fulfil the needs of the heath conscious
customer.
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REFERENCES
Books and Journals
Bates, D.W. and Bitton, A., 2010. The future of health information technology in the patient-
centered medical home. Health Affairs. 29(4). pp.614-621.
Beaudry, A. and Pinsonneault, A., 2010. The other side of acceptance: studying the direct and
indirect effects of emotions on information technology use. MIS quarterly.pp.689-710.
Bilbao-Osorio, B., Dutta, S. and Lanvin, B., 2013. The global information technology report
2013.
Borghoff, U.M. and Pareschi, R. eds., 2013. Information technology for knowledge management.
Springer Science & Business Media.
Dahlstrom, E., Walker, J.D. and Dziuban, C., 2013. ECAR study of undergraduate students and
information technology. 2013.
Davenport, T.H., 2013. Process innovation: reengineering work through information technology.
Harvard Business Press.
Kellermann, A.L. and Jones, S.S., 2013. What it will take to achieve the as-yet-unfulfilled
promises of health information technology. Health Affairs. 32(1). pp.63-68.
Mullin, B. J., Hardy, S. and Sutton, W., 2014. Sport Marketing 4th Edition. Human Kinetics.
Olteanu, V. and Curmei, C. V., 2014. Relationship Strategy–Marketing Programs within Small
and Medium-Sized Enterprises. International Journal of Economic Practices and
Theories. 4(2). pp.281-287.
Şerban, S., 2014. From marketing to semiotics: The way to marketing semiotics. Journal of Self-
Governance and Management Economics. 2(2). pp.61-71.
Shamma, H. and Hassan, S., 2013. Customer-driven benchmarking: A strategic approach toward
a sustainable marketing performance. Benchmarking: An International Journal. 20(3).
pp.377-395.

Online
RACE Digital Marketing Planning Framework, 2017.[Online]. Available
through:<slidemodel.com/templates/race-digital-marketing-planning-framework-powerpoint-
template/>.[Accessed on the 23 September 2017]
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