E-Marketing Plan for Sukin Company

RUNNING HEAD: E-MARKETING PLAN FOR SUKIN COMPANY
E-Marketing plan for Sukin Company
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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.