E-Marketing Plan for Sukin Company

This paper presents an e-marketing plan for Sukin Company, a beauty and cosmetic product brand in Australia. The plan aims to promote organic beauty products and improve the company's e-marketing strategies. The paper includes a situation analysis, environmental analysis, SWOT analysis, and an e-marketing strategic plan.

RUNNING HEAD: E-MARKETING PLAN FOR SUKIN COMPANY
E-Marketing plan for Sukin Company
Name of the Student:
Name of the University:
Author note:

1E-MARKETING PLAN FOR SUKIN COMPANY
Executive summary:
Sukin is a beauty and cosmetic product brand of Australia. The increasing demand for
organic beauty products influences this company to promote natural beauty product. This
paper will set a plan for the Sukin Company to improve E-Marketing. To develop the plan
situation analysis will be done in this paper, and based on the result of situation analysis, a
policy will be prepared. The e-marketing plan will help the company to promote organic
beauty products and enhance its business.

2E-MARKETING PLAN FOR SUKIN COMPANY
Table of Contents
INTRODUCTION:....................................................................................................................3
SITUATIONAL ANALYSIS:...................................................................................................4
ENVIRONMENTAL ANALYSIS:.......................................................................................4
SWOT ANALYSIS:...............................................................................................................6
E-MARKETING STRATEGIC PLAN:....................................................................................7
SEGMRNTING AND TARGETING:...................................................................................7
DIFFERENTIATION:...........................................................................................................9
POSITIONING:...................................................................................................................10
E-MARKETING OBJECTIVES.............................................................................................10
E-MARKETING STRATEGY:...............................................................................................10
PRODUCT STRATEGY:....................................................................................................10
PRICING STRATEGY:.......................................................................................................11
DISTRIBUTION STRATEGY:...........................................................................................11
PROMOTION STRATEGY:...............................................................................................12
IMPLEMENTATION PLAN:.................................................................................................13
EVALUATION AND BUDGET:............................................................................................16

3E-MARKETING PLAN FOR SUKIN COMPANY
INTRODUCTION:
One of the recognized skincare brands in Australia is Sukin organic. In 2007, after
finding a gap in the market for high-efficacy environmentally sustainable and economical
natural skincare, the founder and CEO Simon O’Conner and Allison Goodger initiated this
skincare brand in Melbourne, Australia. Since then, people from all around this world not
only trust but also love this skincare brand. Sukin delivers natural shampoo, handmade soap,
cosmetics, face wash, face mist, body wash, face oil, and more. Sukin sells its products
around the world through the official website of this brand with an E-Commerce platform.
The beauty and cosmetic industry in Australia are increasing continuously. Adapting
Sukin’s footstep, several cosmetic brands started introducing their organic products, which
created a competitive market. Same as the food industry, the beauty, and cosmetic industry is
less affected by the economy because people, living a hectic life, choose beauty as a
necessity. Since the last decade, the beauty industry has been changing continuously because
of the improvement in communication and technology. Both new and existing customers can
communicate with the brand through a website, which is accessible 24/7. A successful
website is essential to enhance the product sale. The expansion of mobile application and the
continuously increasing popularity of social media is helping to improve the e-marketing and
online purchases of goods and services. Following this technological change, this company
has to keep developing and improving the strategies and e-marketing objectives. Aim of the
report is to develop an e-marketing plan for this company. The project will be delivered on
the Australian market and a situation analysis which comprises and environmental study and
SWOT analysis of the brand.

4E-MARKETING PLAN FOR SUKIN COMPANY
SITUATIONAL ANALYSIS:
ENVIRONMENTAL ANALYSIS:
According to the legal environment, government agencies such as TGA, NICNAS,
and ACCC are trying to ensure business delivering cosmetic products adhere to Australian
competition, decent trading, and customer protection laws. The list of ingredients must obey
the Trade Practices (necessary customer product information) (cosmetics) Regulations 1991.
There are several illegal fabricated sellers, who sell fraudulent product online to customers.
To take strict actions against these illicit sellers, the Government of Australia has enforced
cosmetic regulation. For Sukin, this is an opportunity. As the products of this company are
certified with all the government agencies, the sale of this company will not be affected by
the fraudulent products.
As for the technological environment, the international beauty e-commerce market
has been flourishing continuously, where consumers spent $6.5 billion on online beauty
products. In the year 2020, the beauty and cosmetics market is estimated to accomplish $532
billion internationally. According to the report of Statista, YouTube affected 64% of
consumers of this industry to purchase by adding them to imagine how the beauty and
cosmetic products work. To enhance brand awareness, cosmetic brands are designing creative
content and promote SEO. Cosmetic brands are using Instagram to communicate with
consumers with innovative ideas so that customers can buy products from this platform.
Therefore Sukin can take advantage of online E-Commerce as an opportunity. To attract
followers and highlight its products, Sukin has to promote its website and social media
correctly.
Concerning the social environment, organic beauty products from lesser-known
brands are evolving as mainstream products because women prefer organic products.

5E-MARKETING PLAN FOR SUKIN COMPANY
According to the Harris poll survey, 75% of women over 18 years consider that buying
organic beauty products are crucial as they favor natural and cleaner beauty products. With
the increasing demand for green products, the ingredients are essential for the product. Before
purchasing a green product, about 65% of women over 18 years recheck the element to
confirm that there are no harmful ingredients. Sukin uses 98.8 % natural ingredients such as
botanical plants, vegetables, and fruits to manufacture their environment-friendly products.
So it can be said that the social environment is an opportunity for Sukin. By participating
with the Rip Aid Program of Greening Australia, Sukin helps the community. In the future,
Low quality of water is the most significant local threat of our reef due to climate change.
Reef Aid has two visions, which are upgrading the water quality more than 80% of Great
Barrier Reef and by 2030 restore 3000 hectares of rivers and wetlands. Through the
remediation and revegetation of grass species, this company is helping for reforestation of
13.5 of Ireland gullies.
Concerning the market-related factor, cosmetics and beauty product sales have been
rising, and between 2015 and 2020, the estimated growth is from 3.5 to 4 %. The beauty and
cosmetic products are expected to achieve USD 500 billion by 2020. With the growth of 7%,
Australian domestic manufacturers exported cosmetic products worth USD 6.5 billion. As a
result of this, local skincare companies are interested in launching their products instead of
being the distributor of foreign skincare products. After analyzing the situation as an
opportunity, Sukin expanded its business in Australia.
As for the competitive environment, there are several renowned cosmetic brands such
as the body Shop Kora organics. These companies produce green products, and these
companies are well known around the world. Sava skin and A'KIN', local brands of Australia,
are increasing the competition for Sukin. The growing competitive market can be a threat to
Sukin.

6E-MARKETING PLAN FOR SUKIN COMPANY
SWOT ANALYSIS:
STRENGTH WEAKNESS OPPORTUNITY THREATS
1. Have a protracted vary of
merchandise that embrace
Natural Shampoo, Natural Body
Wash, Organic Balm, Natural
Face Wash, Organic Face Oil,
Organic Face Mist,
Natural handmade Soap, and
Organic Cosmetic.
In distinction to the
significant brand
within the market,
Sukin’s advertising
is not appealing
enough, and they
lack advertisements
As a lot of and more folks
prefer healthy and natural
merchandise for his or her
skin, there is a possible
marketplace for the long
turn. Besides people
conjointly prefer eco-
friendly product during this
trendy time and Sukin uses
the native plant to supply its
product.
They have
excessive
competition
with major
players such as
The Body Shop
and KORA
Organics,
within the
market.
2, Sukin conjointly offers back to
the community by collaborating
with Greening Australia on
their Reef Aid Program. Sukin
is additionally tributary to the
reforestation of 13.5 hectares
of island gullies through the
remediation and revegetation
of native grass species.
Their product
might not be
reasonable to the
lower class because
it is high value
considering a bottle
of shampoo
concerning 500 ml
prices around $15-
20AUD.
Growth of E-commerce
facilitates additional beauty
merchandise to be
purchased through the
website and social media

7E-MARKETING PLAN FOR SUKIN COMPANY
3. They have smart client reviews
on their Facebook page updated
and replies to customers
comments, ensuing a 4.6/5
rating on Facebook.
Expansion of
Sukin’s website is
not sufficient. The
site is not
convenient and
aesthetically
attractive.
The personal care and
beauty product sales of
Australia are on the increase
and are calculated to register
growth from 3.5 to 4.5%
between 2015 and 2020. It’s
predicted to achieve USD
500 billion by 2020.
4. Their products are manufactured
from natural and organic
elements using traditional
formulas with herbals, fruits,
and vegetables.
Brand awareness of
Sukin is reduced
because of a few
people aware of the
brand.
The Australian government
is modifying the rules and
regulation for a fabricated
cosmetic product, and this
will protect the outcome of
Sukin, and sales of this
brand will not be affected.
E-MARKETING STRATEGIC PLAN:
SEGMRNTING AND TARGETING:
Since the internet allows people from all across the continent of Australia to access in
marketing the company has targeted the entire continent Australia to obtain E-marketing the
company has targeted the whole continent and not just any geographic segmentation. Again it
is due to this very facility that the company can also sell their products to the customers
outside Australia, by merely shipping the desired outcomes. An individual is a target at the
market according to the demographic segmentation. Regardless of gender and ethnicity

8E-MARKETING PLAN FOR SUKIN COMPANY
people from the upper-middle class invest an amount ranging between $8.95 to $17.98 for a
250 ml beauty product. Two generations of customers are the main focus of the Sukin
Company. The first generation is, generation X, people born between the years 1963 to 1980,
while the second generation includes people born between 1981 to 1994, called millennial.
The reason that Sukin has laid importance on generation X is that people of this age group
were the first ones who were introduced to computers and thus can access devices such as
smartphones, tables, emails, laptop and pcs with ease. Millennial, on the other hand, are the
ones who can not only use the internet with efficiency but also invest an ample amount of
time in the same. This generation also prefers communication via the internet than any other
mode.
Psychographic segmentation, of this E-marketing plan, is to select decision-makers of
a family or group of friends or any other individual, despite their gender, age or ethnicity.
These targeted audiences are classified in the VALS framework as “innovators,” “thinker,”
“experiencers,” “achiever” and so on. Customers who fall under the category of “innovators”
are the ones who spend the maximum amount of time on the internet. Due to their innovative
nature they are more accepting of newer ideas and at the same time, more new products.
Sukin can develop a good market in Australia. Since the product by the Sukin Company is
new, once an advertisement is launched online, it will quickly come under the view of the
“innovators,” and there lies a tremendous amount of probability that, they will purchase the
product too. The next group of customers, who are labeled “thinkers,” consists of learned
people, who use the internet to find valuable information. These customers choose products
based on their functionality. Thus, this group too may put money into Sukin products, as they
are beneficial for skin. Then comes the “experiencers”; these people always look forward to
some new kind of experience. Again, they are also the ones who use the internet to entertain
themselves, maintain a lifestyle and socialize. The skin-friendly nature and soothing

9E-MARKETING PLAN FOR SUKIN COMPANY
fragrance of the Sukin products might act as the key attraction point, hence assuring that this
group to get hold of the beauty products. The last group of customers is “achievers.” People
who belong to this group always intend to inflate their productivity. By doing so, they try to
maintain a picture-perfect live on social media. However, to represent the ideal lifestyle on
social media, these people look forward to best quality products. As Sukin products are
designed for people of the upper-middle class, “achievers” may spend on the products to
present to their peers a successful life.
The customers can trust Sukin products at hand as these products promise to cause no
harm when applied to the skin. This nature of the product is included for those customers
who fall under the behavioral segmentation. The elements used to make the Sukin products
are mainly natural. These elements not only cleanse the user’s body but also provides it with
proper amount of nourishment. Again, a customer can get hold of these products from
anywhere across the world, as they are all available online. Customers thus are freed from the
pain of looking for the product from one store to the other. The behavioral segment also
includes purchasers who are new and would return to the product once satisfied. Again, this
segment accommodates those who are regular in using bath products, as the Sukin products
need to be used following a routine.
DIFFERENTIATION:
A differentiation needs to be created by the Sukin Company to be unique. For doing
so, they need to have an ideal service and atmosphere. With the help of social media the
company can build a secure communication with their customers and use this to enhance their
E-marketing. Exclusivity can only be achieved when Sukin makes sure that their customers
can easily find products, place orders and receive those on time, without any hassle. The
website, too, should be well-designed, with all the necessary information and easily navigable
keys. High quality pictures, if made part of the site, will help to allure customers. All the

10E-MARKETING PLAN FOR SUKIN COMPANY
above mentioned points will help in increasing the customer's trust in the company, heighten
its recognition and make it different from the other beauty product companies in Australia.
POSITIONING:
Local plants are used to make the Sukin products, thus creating in 100% natural and
vegan. The products also give out a tropical aroma. Customers are bound to have an
alleviated feeling and will be able to avoid any form of irritation when they use these
products. To ensure that the company can deliver an excellent service to its customers, a
reliable e-commerce platform should be set up, that allows the secure purchase of products,
fast delivery and quick response in case of any inquiry from the customer’s end.
E-MARKETING OBJECTIVES
All the above points regarding the E-marketing plan are to be executed within the years,
2019-2021. The goals are:
 There should at least be a 20% hike in the number of visitors on the website. This can
be done by enhancing the website's features and using various promotional plans. The
advertisement might be sent out through Google AdWords.
 A 15% growth should take place in inquiries.
 Try to gain a 6:1 ratio in customer satisfaction through feedback sharing procedures.
 Multiple online sales, as they make up for almost 20% of the total business revenue.
E-MARKETING STRATEGY:
PRODUCT STRATEGY:
The main goal of this E-marketing scheme is to amplify the already existing products.
For doing so, the ongoing website of the company needs to be fashioned in such a manner
that it will ensure a smooth transaction of products to the customers. A problem easily

11E-MARKETING PLAN FOR SUKIN COMPANY
recognizable in the website is that the “add to cart” option is not available at once. Only when
a specific product clicked upon, the “add to cart” option is provided. Changes should be made
in the display page. Products should be arranged in categories and must not pop up all at
once. With all the products packed in a single screen, uncertainty is undoubtedly to creep in,
thus, making the customer frustrated.
Again, quality assurance should be the top priority for the company at this hour.
Along with these considerations, steps should be taken to solve any query on the customer’s
part in real time. Options like online “Chatbot” or a “request a call-back,” should be made
available on the new website. With such facilities, Sukin can distinguish themselves from the
other companies dealing with a similar range of products.
PRICING STRATEGY:
Sukin is known for practicing penetration pricing method. As per this scheme, the company
tries to sell its products at a much lower price compared to its competitors. As a result of this
scheme, there is an increased awareness among the consumers, and lower costs can draw
more focus. Also, this will allow the company to spread itself better in the dominant market,
multiple sales, and gain profits. The process of promotional pricing can also yield better
outcomes as it has a psychological effect on the buyers. Buying a product at a discounted
price provides the customer with mental satisfaction. Offers like buy two get one free or shop
above $49.99 to enjoy a discount of 5%, should be displayed on the website to entice people.
DISTRIBUTION STRATEGY:
To enjoy a higher rate of profit, the Sukin Company should practice only direct sale to the
customers. With the help of this practice, the company will be able to cut down on in-
between costs. The customers will get the products at a lower price. In a B2C type of market,
this strategy is beneficial, as the goods are delivered at a rapid pace. The website should thus

12E-MARKETING PLAN FOR SUKIN COMPANY
ensure secure communication as that will help to operate the business smoothly. The
customer should be updated about every detail of the process once the monetary transaction is
done. A confirmation email containing the product of the price and the expected date of
delivery should be sent to the buyer. The company must make sure that the buyer receives the
ordered item within the mentioned date. Free delivery facilities might act as a bonus to attract
more audience.
PROMOTION STRATEGY:
Social media sites such as Facebook and Instagram should be used wisely to proper
ripe benefits. These sites also charge a minimal amount for promotion. Thus, they can prove
to be overly helpful to reach the target buyers. Interested buyers with query can post their
questions, leave a review or a comment on the company’s official Facebook and Instagram
pages. Through such posts the company will get to know its customers better. With the
increase in the number of followers the company’s credibility will take a hike. Instagram with
its one billion active users is one of the best sites to promote business and reach a massive
number of people at once. Also, the engagement rate of Instagram is much higher than any
other site. It is the company’s responsibility to keep updating their page as it will help to
strengthen its brand.
Company’s website can be used as a platform to increase sales. Attractive discounts
for registered customers can be a way to encourage them to make a purchase. Assured gifts
with each purchase made, might make the customer feel valued. The company can both
promote and gain more audience by making their buyers share the brand with friends and
family. In exchange, the customer will be rewarded with a code. When a friend of theirs
creates a free account and submits the code, both the parties will be given some gifts. This
method with fill the buyers with excitement and also assure at least one purchase. Again,
personalized e-mails to people can be an easy way to gain mass popularity. This, however,

13E-MARKETING PLAN FOR SUKIN COMPANY
can only be done when people enter their email ids in the official website of the company. By
keeping track of the frequently searched products and items added in the wish list, an analysis
should be done, and customers should be notified when their desired item is in stock or at the
sale.
Along with the above mentioned methods, Google AdWords can be other useful
platforms. Once the company creates their account with Google AdWords, they can make
themselves visible at the top of the search engine or at those times when people look for
similar products, with relevant keywords. The bonus that comes with advertising on Google
AdWords is that the company can manage its expenses on promotional events and hence cut
down on significant expenditure.
IMPLEMENTATION PLAN:

14E-MARKETING PLAN FOR SUKIN COMPANY

15E-MARKETING PLAN FOR SUKIN COMPANY
Strategy Description Responsibility Schedule
Product S1 Perfect, attractive,
and reconstructing
model of Sukin to
attract more visitors
*Finance: Source fund.
*IT: Evaluate website and its design.
*Marketing department: Must deliver
well-prepared content for the site.
Start: October 2019
Launch: Jan 2020
S2 Affirmation of the
highest quality
product
*Finance: Source fund
*Marketing: Through communication
and advertisement, inform the
customer that products from Sukin are
best and 100% harmless.
Start: October 2019
Launch: Jan 2020
S3 Online 24/7 chat
solution system
*Finance: source fund
*IT: Perform together with the
developer.
*HR: According to the shift structure,
allocate employees, who will be liable
for an online chatbot.
Start: October 2019
Launch: Jan 2020
Continuous process
(2019-2021)
Price S1 Implying
penetration
marketing as a
strategy
*Marketing: After comparing with the
competitors setting the lower price.
*Accounting department: Must confirm
that the priced set will make a profit.
*IT: Fulfil the responsibility to provide
the correct prices on the website.
Start: October 2019
Launch: Jan 2020
Continuous process
(2019-2021)
S2 Exercising
Promotional Pricing
as a strategy
Start and end dates
depends solely on
the availability and
the end goals
Distribution S1 Exercise direct
distribution model
*IT: Maintain the webpage so that it
functions properly.
*Staff: Handle booking transaction &
resolve online queries
Start: Oct 2019
Ongoing process
(2019-2021)
Promotion S1 Take advantage of
social media such as
*Marketing: Maintain social media
accounts such as Facebook, Twitter, &
Start: October 2019
Launch: Jan 2020

16E-MARKETING PLAN FOR SUKIN COMPANY
As the ways in the above table, to succeed in Sukin’s E-Marketing objectives and
goal, it is shown that this brand must focus on the improvement and enhancement of their
website because it is the central platform where the online transactions happen.
Consequently, to urge all the tasks done effectively, every department must work carefully
along before the deadlines of the preparation, which will be in January 2020.
EVALUATION AND BUDGET:
Strategy Details Benchmark to Evaluate the Plan at the End of
Second Year
Budget
Product S1 Perfect,
attractive, and
reconstructing
model of Sukin
to attract more
The increased number of visitors on the website:
Bellow 10 – Poor performance
Between10-19% - Moderate performance
Higher than 20% - Excellent performance
Business through the website should make up 20%
Website
Development
for $50,000
once off and to
maintain the

17E-MARKETING PLAN FOR SUKIN COMPANY
visitors of the total business. website for
$5000 per
month
S2 Affirmation of
the highest
quality product
Through communication and advertisement, inform
the customer that products from Sukin are best and
100% harmless. This step helps the company to
increase sale to 15%.
S3 Online 24/7 chat
solution system
.Online customer inquiries increased by 15%. Within
30 seconds, through the chatbot, customers get their
answers. Among those customers, 50% of
customers, who get a satisfying answer, purchase the
products.
Price S1 Implying
penetration
marketing as a
strategy
At the promotion time period, earning from Online
ordering and Sales enhance:
<20% - Poor performance
20% - Moderate performance
>20% - Outstanding performance
None
S2 Exercising
Promotional
Pricing as a
strategy
Distributi
on
S1 Practice direct
distribution
model
After the online transaction procedure is completed,
Sukin has to send the receipt to the account, email,
and mobile number of the customer immediately.
The item should be delivered to the customer at the
promised time. An 8:1 (positive: negative) sentiment
through feedback must be reached
None
Promotio S1 Take advantage At the end of the second year, the Facebook page of None

18E-MARKETING PLAN FOR SUKIN COMPANY
n of social media
such as
Facebook,
Twitter, and
Instagram
this company should complete at least 100,000 likes.
Instagram page of Sukin should accomplish at least
120,000 followers at the end of the second year, and
every photo posted should have a standard 10,000
likes. These two social media platforms should
commit 30% of the total web visitors.
S2 Develop the
Google
AdWords
campaign
Each campaign developed through AdWords should
achieve 10,000 clicks in every month. After this
campaign, 20% web visitor increased.
$20,000/each
month
S3 Sales Promotion In every month, 50 new members will register their
email account and email every month. 5% of them
made a purchase.
None
S4 For a referral to
other people
apply customer
incentive
procedure
Each customer will get reward points for referring
some other person to the website. The reward points
will help the customer to reclaim discounts.
$5000/each
month for
maintenance