Strategic Marketing Plan for E45 Skincare Brand in the UK

This report details the strategic marketing plan for E45 Skincare Brand in the UK, including market analysis, company strategy, strategy implementation, marketing roll out plan, and recommendations. The report includes a market analysis of E45, competitor analysis, macro and micro economic forces affecting the organization, customer analysis, and stakeholder analysis. The company strategy section covers the reason for the campaign, market opportunity, target audience, and general campaign messaging. The strategy implementation section covers the marketing and communication mix, while the marketing roll out plan includes a GANTT chart, budget, and key performance indicators. The report concludes with recommendations for the company.

A 2500 WORD REPORT DETAILING THE
STRATEGIC MARKETING PLAN IN
RESPONSE TO A CLIENT LIVE BRIEF
OR CASE STUDY E45

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
MARKET ANALYSIS....................................................................................................................3
Market size...................................................................................................................................3
Competitor analysis.....................................................................................................................3
Macro & micro economic forces affecting organization market size and trend data..................5
Customer analysis or persona......................................................................................................7
Stakeholder analysis....................................................................................................................8
COMPANY STRATEGY...............................................................................................................9
Reason for campaign or strategic aim of campaign.....................................................................9
Market opportunity......................................................................................................................9
Target audience............................................................................................................................9
General campaign messaging......................................................................................................9
STRATEGY IMPLEMENTATION................................................................................................9
Marketing and communication mix.............................................................................................9
MARKETING ROLL OUT PLAN...............................................................................................11
GANTT chart.............................................................................................................................11
Budget........................................................................................................................................11
Key performance indicators.......................................................................................................11
Recommendations......................................................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES................................................................................................................................1

INTRODUCTION
Strategic marketing plan refer to set of activities and practices conducted by the marketer for
specific reason (Kriemadis and et.al., 2021). The main reason to conduct each practice or activity
in effective manner is to generate revenue and increase profitability, which is quite essential for a
company, whether it is small or large, public or private. The current study will be based on E45,
which falls under the category of skincare brands in the UK. The assignment will explain market
analysis, campaign strategy and tactic implementation. Furthermore, the report will justify
marketing roll out plan, key performance indicator and budget along with strategic
recommendations.
TASK
MARKET ANALYSIS
Market size
E45 skin care brand in the United Kingdom may provide its products to more than 5.5
million customers, who are facing some specific or different types of skin issues (E45 products
ranked by number of users in Great Britain from 2019 to 2020, 2022). The number of customers,
and brand existence in the nations, may define its market size, which is quite challenging for any
company to enlarge in such as effective manner. The chosen company may exit in Australia,
India, along with UK, where it may offer customers range of skin care products.
Competitor analysis
There are several forms of approaches and techniques accessible in the world of business,
that majority of companies and their administration used to identify who are their rivals and how
effective they are to give them tough competition. In case of E45, competitor analysis as
strategic approach or technique may utilize in appropriate and systematic manner in a table
format. Below table specify rivals of chosen company and basis that define them its competitor.
Competitive basis E45 Olay Cetaphil
Product This brand may focus
on producing and
supplying skincare
products that cure
individual with
eczema, ichthyosis,
It is one of those skin
care companies in the
world, that may able
to provide chosen
company tough
competition, in form
The current company
may fall under the
category of E45
competitor, because
Cetaphil is able to
product and provide

psoriasis and dry skin
conditions (E45,
2022). While, still
have range of
products, firm may
lack in some areas as
it may do not change
the process of
manufacturing items.
of providing target
audience range of skin
care items that may
give them confidence
to flaunt.
quality and variety of
goods to customers,
according to their skin
concern. It may
change the remedies,
according to customer
needs and
requirements,
including trend that
drive the attention of
individual person
toward taking right
decision.
Price E45 may use low
pricing tactic as it
offers or provide
customers natural
ingredient products
that heal different
types of skin issues,
among people (Ali
and Anwar, 2021).
As the organization
usually target higher
middle class
customers, it may set
and use high pricing
tactic that may make
price of a product
higher than other
companies in the skin
care world.
As compare to other
brand, firm may
utilize competitive
pricing tactic, which
aid to gain the
attention of
customers.
Place For purpose of
making shopping
quite easier for
customers,
organization may
focus on providing its
items to customers
and make these
There are number of
stores and
supermarket, where
Olay products
accessible that gain
the attention of
customers toward
purchase.
In order to give tough
competition to other
brands in the business
world, organization
may sell its items
from physical outlets
to online sources. It
may provide customer

available in number of
stores such as
medical, supermarket,
etc. places in the UK,
like Boots.
chance to purchase
products online
according to their
choice and skin
concern.
Promotion In order to promote
goods in the market or
whole world,
organization and its
marketer may prefer
to use TV channel,
social media sources,
and other approaches.
While, Olay may
utilize both traditional
and digital market
channels, which
enable firm to
generate excellent
brand awareness
globally.
In the recent time
Cetaphil may only
utilize social media
platforms to promote
venture from national
to international
market.
Macro & micro economic forces affecting organization market size and trend data
Pestle analysis-
Political factor-
This factor may affect positively upon E45 success and growth in the skin care world,
where success and progress of a brand play significant role (Hameed and et.al., 2022). It is fact
that political stability in the UK, may affect organizational success in term of driving their
attention toward expanding venture and sustaining for longer in the new market, with unique
concept in form of product or service. It may affect market size and trend positively in term of
generating more revenue.
Economic factor-
Along with above, current factor or macroeconomic force may put positive impact on
success of company in form of increasing customer base and generating unpredictable revenue.
As economic growth and employment rate in the UK may support firm to progress and succeed
in the competitive business world (What is PESTLE Analysis? An Important Business Analysis
Tool, 2022). With good income base, individual person in the nation is able to purchase quality
good such as E45 skin care range that may give them pleasure to overcome the adverse impact of
skin issues such as eczema.

Social factor-
In the recent time, it is now in trend that people prefer to purchase good from online
shopping sites where they may get number of options and range of skin care goods. This factor
or force may affect positively upon company market share in term of increasing profitability
when organization start selling or providing goods online and also consider trend. It is important
for company to add something valuable within existing items that people prefer to purchase and
retain them that.
Technology factor-
Technology advancement may play significant role in the context of marketing plan
success of company. It may enable marketer to use the best channel or technology for
promotional purpose, which aid to generate revenue and increase profitability, even more than
rivals that exist in the same market. It may allow them to gain the attention of individual person
who may purchase goods according to skin concern and prefer to retain with the same.
Legal factor-
Laws related to products production and employment may put negative impact on
company in form of increasing work pressure as any form of change affect the way organization
take decision and sustain in the world. It is quite essential for the company and its management
to overcome each form of adverse impact on venture success and current marketing plan
implementation process.
Environmental factor-
Customers and government concern for environmental sustainability may affect
positively upon E45 in form of driving its attention toward considering environmental issues and
taking initiative to use recyclable raw materials for product packaging. It may contribute to gain
the attention of new customers and retain them with existing, which is quite essential for
company to do so.
Porter’s five forces-
Bargaining power of customers-
The degree of this force is high because, customers may have a lot of options in the
market to heal or treat their skin issue. It may put negative impact on E45 market size and profits
in term of decreasing sales.
Bargaining power of suppliers-

The extent of this force is low, because number of suppliers accessible in the business
world, that tend to work with sustainable organization (Porter's Five Forces - The Framework
Explained, 2022). It may put positive impact on E45 in form of building relation with those
suppliers, who may work with brand for longer and contribute to enhance customer satisfaction.
Threat of new entrance-
The degree of this force is low, because huge investment is requiring for any company
who tend to enter into cosmetic sector. It is not possible for all the companies to do so as it
affects negatively upon their success. In case of chosen company, this force may put positive
impact in term of attracting customers and retaining them for longer.
Threat of substitute products or services-
The extent of this force is high, because number of alternative items accessible in the
market that may attract customers. It may affect negatively upon company in form of decreasing
sales and customer base.
Competition between existing companies-
The competition between organization in the cosmetic industry is high, because each
organization may tend to give tough competition to other company that help to gain competitive
benefits. It may lead to decrease the sale and profitability of chosen firm, which is not suitable
for its rapid growth in the market.
Customer analysis or persona
Consumer profile or analysis refer to essential section of an organization’s venture
marketing plan. This form of section may determine target customer, ascertain needs and then
also specify how goods satisfy their need in appropriate manner (Barari and et.al., 2021).
In term of customer analysis, STP model is applied in case of E45 which drive the
attention of marketer toward segmentation, targeting and positioning individual person. For
Straight up skincare project, organization may utilize demographic and behavioural
segmentation strategy, which enable management to create customer person on the basis of
interest, age, religion, culture and other terms. Furthermore, they may take approach to target
people by using differentiation targeting strategy and social media channel to set strong
position in mind of individual buyer.

Stakeholder analysis
Stakeholder analysis matrix may enable marketer to divide each stakeholder in different
category, which in turn provide basic information to them in form of impact that they may put on
company and in which manner.
Keep satisfy
 Government
 Owner
Manage closely
 Suppliers
 Managers
Monitor
 Customers
Keep informed
 Workers
Keep satisfy- (High power and high interest)
Government and owner falls under the category of this stakeholder, who may hold strong
power to influence company and impact in positive term as they are interested in regard to
organizational growth.
Manage closely- (High power and less interest)
Suppliers and managers may hold high power as they may chance to work with other
companies, which may affect negatively upon E45 success and growth in the market.
Monitor- (Low power and high interest)
It is important for company to monitor customer trends and their activities in the market.
As they may hold low power to influence a company sale, but they are highly interested to
purchase a quality cosmetic products.
Keep informed- (Low power and interest)
It is essential for chosen organization to keep employee inform about any chance that
affect the way they work as they may do not hold a strong power to influence organization
negatively. Thus, number of skilled people are accessible in the world, who may support
company to enhance customer satisfaction level.
COMPANY STRATEGY
Reason for campaign or strategic aim of campaign
The aim of current marketing plan or campaign of E45 is to response to engage customers
in the context of purchasing its products that are produce with consideration of their skin issues.
The main reason of this campaign is to generate awareness among people about Straight up skin

care project, that provide multiple benefits to brand and buyers as well. This project may provide
individual person chance to directly talk with dermatologist who will give the essential and
appropriate advice.
Market opportunity
E45 will grab the best market opportunity such as technology advancement, which will
enable company to collect useful data, in the context of market trend, by using the best digital
channels or platforms as well as systems.
Target audience
For the current project, organization will target all, as its customers, as each and everyone
in the world are facing some skin issue that affect their confidence level.
General campaign messaging
The campaign message is to generate strong awareness in the world about Straight up skin
care project. Individual person will engage themselves in this project in term of connecting with
skin care expert and asking questions for what products they will use to overcome the adverse
impact of specific skin issue.
STRATEGY IMPLEMENTATION
Marketing and communication mix
Product-
This element will drive organization and marketer attention toward using those effective
tool such as digital that provide individual access of obtain benefit of live brief.
Price –
It will drive the attention of company toward setting cost leadership, which enable firm to
retain and attract individual customer.
Place-
It will effort to provide online and offline services as well as products to customers in the
UK.
People-
For purpose of achieving target aims and objectives, organization will focus on hiring
people who will make its plan successful.
Process-

It will take initiative to develop effective plan to promote campaign in term of conducting
appropriate strategies such as utilization of key resources.
Promotion-
For purpose of promotion, organization will take approach to use Facebook and other
social media channels.
Physical evidence-
In order to show its physical evidence management will effort to develop official website
or profile, along with using billboard.
Communication mix
Advertising-
This element will drive organization concentration toward develop a specific message to
promote venture new plan.
Personal selling-
It is one of those elements of communication mix that will impact positive upon company
in form of selling products across table and at counter or door to door.
Sales promotions-
This component will include process of providing buyers with an incentive for buying
goods or taking online advice for skin issue treatment (What is communications mix and its role
in Marketing, 2022).
Public relations-
Newspaper is the best source that utilize in the context of making public relation
appropriately.
Direct marketing or internet marketing-
It will affect firm plan successfully in term of driving their attention toward using social
media and other internet marketing tools.
Packaging-
According to this term, it is essential for company to pack a product with good material
that attract customers.
MARKETING ROLL OUT PLAN
GANTT chart
Task Name Duration Start Finish

Channels 30 days Mon 8/16/21 Fri 9/24/21
Facebook 8 days Mon 8/16/21 Wed 8/25/21
Instagram 10 days Thu 8/26/21 Wed 9/8/21
Twitter 6 days Thu 9/9/21 Thu 9/16/21
Email 6 days Fri 9/17/21 Fri 9/24/21
Budget
Resources Cost £
Human resource 25000
Training and development 30000
Promotional tools 23000
Profile creation 4500
Production 55000
Technology implementation 65000
Market research 80000
Total 282,500
Key performance indicators
There are several forms of key performance indicators available in the corporate world that
firms may utilize to measure the success of their effective strategies and their implementation. In
case of E45 marketing plan, marketer may utilize profits as KPI in term of measuring and
identifying gap between current and previous years’ profitability. Furthermore, they may also
take approach to consider customer review as key performance indicator that indicate how many
people reach to promotional channel and aware about the product that firm plan to offer to
people such as Straight up Skincare project.

Recommendations
 Organization and its administration can always engage with their target market in form of
connecting via Instagram, where people prefer to reach and collect information about a
product or service in which they are taking too much interest to purchase.
 In the recent time, it is one of the best platform, that organization prefer to choose and
use in effective manner. It enables firm to engage with individual person appropriately,
and aware them about new project, which drive their attention toward purchasing goods
that suit their skin and solve issues.
CONCLUSION
From above study it has been identified that, organization has achieved its target aim and
objectives, by developing the best marketing plan with the help of marketer, who hold the power
of gaining customer attention toward developing understanding for Straight up Skincare Project.
it has given tough competition to rivals, who are sustaining from longer time in the market and
had tending to achieve competitive benefits in bulk. Furthermore, by summing up above
discussion, it has been concluded that by collecting and using key resources, organization and its
management has gained the attention of new target audience and retained them with exiting
potential customers. It has measure the success of current market plan, in form of using profits
and customer reviews as key performance indicators.

REFERENCES
Books and journals
Ali, B. J. and Anwar, G., 2021. Marketing Strategy: Pricing strategies and its influence on
consumer purchasing decision. Ali, BJ, & Anwar, G.(2021). Marketing Strategy: Pricing
strategies and its influence on consumer purchasing decision. International journal of
Rural Development, Environment and Health Research. 5(2). pp.26-39.
Barari, M and et.al., 2021. A meta‐analysis of customer engagement behaviour. International
Journal of Consumer Studies. 45(4). pp.457-477.
Hameed, K and et.al., 2022. Forces of dynamic capability and incidence of entrepreneurship: A
macroeconomic policy intervention approach. Journal of the Knowledge Economy. pp.1-
25.
Kriemadis, T and et.al., 2021. An Examination of the Current Strategic Marketing Planning
Practices in Professional Sport Clubs. Services Marketing Quarterly. pp.1-21.
Online
E45 products ranked by number of users in Great Britain from 2019 to 2020. 2022. [Online].
Available Through: < https://www.statista.com/statistics/311900/e45-leading-products-
in-the-uk/>
E45. 2022. [Online]. Available Through: < https://www.owler.com/company/e45>
Porter's Five Forces - The Framework Explained. 2022. [Online]. Available Through: <
https://www.mindtools.com/pages/article/newTMC_08.htm>
What is communications mix and its role in Marketing?. 2022. [Online]. Available Through: <
https://www.marketing91.com/communications-mix/>
What is PESTLE Analysis? An Important Business Analysis Tool. 2022. [Online]. Available
Through: < https://pestleanalysis.com/what-is-pestle-analysis/>
1