Strategic Marketing for E45: Market Analysis and Objectives

This presentation discusses strategic marketing for E45, a skin care brand, including market size and trend data, competitors analysis, SWOT analysis, PESTLE analysis, customer analysis, stakeholder analysis, and strategic marketing objectives.

Strategic Marketing

Contents
 Introduction
 Market Size and trend data
 Competitors analysis
 SWOT analysis
 Pestle analysis
 Customer analysis
 Stakeholder analysis
 Strategic marketing objectives for the
marketing plan
 Conclusion

Introduction
The purpose of this presentation is to develop understanding on strategic marketing and it
discuss factors required for devising constructive strategies. In this presentation, market
audit is conducted on E45 which is a skin care brand. Based on that market audit, it focus
upon formulating marketing strategy for the brand in order to promote its operations.

Market Size and trend data
 In United Kingdom, the skin care market is worth 2.16
billion which covers a range of products including
cosmetics, creams, hand-care, lip-care, sunscreens and
body lotions.
 The skin care industry is a influential and highly growing
industry due to increasing inclination and preferences of
youngsters towards skin care products.

Competitors analysis
 The skin care market is growing on a massive level and the industry has
become extremely competitive.
 The skincare industry is full of potential rivals and it has become quite
difficult to sustain in this industry without having any unique value
proposition.
 Boots and super drug provides customers with a range of moisturisers
approximately 400 and the choices on Amazon are unlimited which gives
consumer a platform where they can easily shift their preferences.
 E45 has still stuck in old and conventional ways and is not attractive to
consumers where other brands are offering a lot more with unique value
proposition.

SWOT analysis
Strengths Weaknesses
• The straight up skincare project
• stating real values through brand positioning
• Unable to attract more customers
• low market share
• less awareness of brand among consumers
Opportunities Threats
• Extending product line through introducing
organic products
• active engagement on social media platforms
• Tough competition
• A range of substitutes available

Pestle analysis
 Political factors: E45 is influenced by import regulations of trading
as most of the brands have to import ingredients from other
countries.
 Economic factors: E45 is highly influenced these factors as the
organisation is unable to attract consumers despite their high
inclination towards cosmetic products as there is wide availability of
choices to them.

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 Social factors: This industry is becoming a fostering sector due to consumer growing
preferences towards skin care products such as creams, moisturisers, lotions etc. The
demographic trends of consumers that prevails in this industry are characterised by
brand loyalty.
 Technological factors: Internet and digital techniques has redefined and literally
evolved the skin care industry. These digital platforms provide the organisation with an
opportunity to attract customer base through ensuring 24-hour access.

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 Legal factors: The laws of this industry is determined by two
leading bodies that are the federal food, drug and cosmetic
act and the fair packaging and labelling act.
 Environmental factors: In recent years, the concept of
organic skincare products has emerged which is implying
many beauty brands to go green and produce eco-friendly
organic skin care products.

Customer analysis
 The major target market groups of beauty brands such as
e45 are young women who are focused on self-care and
enhancing their beauty.
 The habits of millennial women are transforming the
industry and are mostly inclined towards face creams and
moisturisers.

Stakeholder analysis
 The major stakeholders of the
organisation are its suppliers,
employees, managers and most
importantly customers.

Strategic marketing objectives for the
marketing plan
 Increasing brand awareness: The organisation must focus upon increasing brand awareness through
using digital platforms of social media and maximising customer engagement through selling its
products on online marketplace such as amazon.
 Improving market share: The enterprise has to focus upon increasing its market share through
attracting consumers by offering discounts and exciting offers.
 Launching a new product: E45 can enhance its worth through adding a new product range or
varieties in its already existing products.

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 Increasing consumer loyalty: The enterprise must emphasise
upon attracting as well as retaining its consumers through
ensuring interaction with them on daily basis.
 Promoting values: Through effective content marketing and
social media campaigns, the enterprise must focus upon
continuously promoting their values.

Conclusion
From this presentation, it has been concluded that skin-care industry is growing and fostering due to increasing
consumer preferences of cosmetics and beauty products. Through analysing market size and trends, it has been
evaluated that this industry is full of potential rivals and there is high competitiveness among beauty brands.
External environmental factors have been determined and effective marketing objectives are formulated in this
presentation.

References
 Forte, A.R.N., 2020. Critical factors across stages of development in european markets: luxury skincare
industry (Doctoral dissertation).
 Marcolino, L.G., 2021. Can memes have cool content and influence customer engagement?: Insight from
skincare industry (Doctoral dissertation).
 Wu, X.R., 2018. The Influence of Facebook Fanpage Post on Electronic Word-of-Mouth-A Case Study of
Taiwan Skincare Industry.
 Turner, D., 2019. Adaptive skincare. Professional Beauty, (JulAug 2019), pp.20-21.
 Shuhui, G., 2021. Why do Online Makeup Brands Prevail Skincare Brands in Chinese Cosmetics
Industry?. China Detergent & Cosmetics.