Entrepreneurial Marketing Assignment : Tropic skin care

ENTREPRENUERIAL
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
Executive summary..........................................................................................................................3
Marketing audit................................................................................................................................3
SWOT analysis................................................................................................................................4
PESTLE analysis.............................................................................................................................5
Objectives........................................................................................................................................6
Target audiences..............................................................................................................................6
Social media zones and vehicles......................................................................................................7
Experience strategy..........................................................................................................................8
Activation plan.................................................................................................................................8
Manage and measures......................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCE.................................................................................................................................10

INTRODUCTION
Entrepreneurial marketing is the concept which is concerned with actively examining and
accomplishing the various possibilities for the purpose of getting and holding gainful customer
by supplying them with innovative approaches of managing risk of the businesses and thus
creating value (Ali, 2016). This report is based on the organisation name, Tropic skin care and it
started the business from 2011 and deals in a cosmetic industry. This report will explain the
marketing audit of the company, objectives, market insights, social media zones and vehicles,
creating an experience strategy through which new product can be launched successfully. Thus
the company will be launching new product in the market of UK.
Executive summary
Tropic skin care is the organisation which has commenced its operations years back and
is a market leader in cosmetic in UK. This is the small medium enterprise of UK. The company
is fully involved in delivering and manufacturing the beauty and personal care products and
services for its customers. This organisation is highly involved in discovering various range of
skin care products and uses innovative approaches and effective ingredients. The products and
services of this organisation is made freshly in the beauty kitchen by expert chefs which are
highly natural.
The organisation is highly innovative in its extra ordinary ingredients such as bio retinol,
plant ceramide, which embraces the latest green technology. The another unique and most
attractive thing about the company is that they never test or examine their products and services
on animals. Thus, they have a 100% contribution in the development of the corporate society
because they are in total support for cruelty free international which is vegan society and PETA.
Marketing audit
The term marketing audit is concerned with providing systematic, comprehensive,
analyses and evaluation of the different factors which affects the different objectives and plans.
In present business world it is very important to do the proper marketing audit for the
organisations when they are thinking to bring a new product in the market. Therefore, it is a very
important part of marketing plan (Annan, 2017). This marketing audit will be done by the
Tropic skin care organisation internally and externally. They will do marketing audit for the new
product which they are thinking to bring and the name of that product is Battery comb in which

the customer will get three different benefits of using a single comb. The first one is to simple
comb, the second one is to do the hair straight in just a click of button and the last one is to make
hair curl as per the needs and requirements of the customers. The internal auditing will be done
with the help of SWOT while the external audit will be done with the help of PESTLE.
SWOT analysis
The SWOT analyses is the strategic model in which the customer works to assess the
competitive position of the company and also in order to build the strategic plan of actions for
the Tropic Skin Care company (Badru and. et. al., 2017). It depicts the internal strength and
weaknesses and external threat and opportunities. The following is the SWOT of the company:
Strength
 Leading company of UK in shorter
period time due to the naturalist of the
products.
 They have higher level of sustainability
due to the adoption of natural products
through which people are more loyal
towards the brand.
 Higher level of innovation and
expertise team of research and
development department.
Weakness
 It has a major disadvantage of the
prices because the company has kept
the prices very high.
 Limited reach and poor presence of the
brand in the global market.
Opportunities
 Expansion of business in global market
because the company is confined to UK
only.
 Entering into new product lines which
will help in attracting more customer
base.
Threat
 Faces strong level of competition from
brands like body shop, forest essentials,
etc.
 Changing preferences of the customers
requires changes in the products.

PESTLE analysis
PESTLE analyse is a tool which assess the external business environment that can affect
the operations of the businesses. These factors are generally uncontrollable and requires effective
and proper treatment and assessment. The following is the PESTLE analyses of Tropic Skin care
company:
 Political factors have a significant impact on the companies operations because if there
will be changes in taxation then the company gets affected. For instance, if ta rate goes up
then the company's will require to sell the products at higher prices in order to maintain
the revenue. Thus, this can leads to poor sale for the company.
 Economic factors will have the crucial impact on the financial stability and profitability
because during the period of inflation, prices of all the products of the Tropic skin care
will go up and this will disrupt their sale because people wants to spend their disposable
income on useful products (Camilleri, 2016).
 Social factors will depict the demographic, status, beliefs, attitudes, behaviours, etc. of
the people. Therefore, customer needs and requirements changes very rapidly and for
this, the tropic skin care company will constantly work to identify that customer are
happy with the products.
 Technological factors are related to the innovation and the Tropic skin care company is
highly innovative and have suitable expertise team in research department which kept on
producing new and innovative products and services for the company by using natural
ingredients.
 Environmental factors have a very positive impact on the Tropic skin care company
because the company is highly concerned about the protection of environment which also
includes wildlife. They aims to work without affecting the wildlife because they looks for
the welfare of the animals and environment.
 Legal factors are every important for the organisation in order to protect the customers,
employees, environment by using various legislations. Therefore, by adopting such laws,
Tropic skin care ensure its customers that their products are free from any cruelty and
cosmetic products are appropriate for use.

Objectives
The Tropic Skin Care company will work on setting SMART business objectives which
will provide company with specific, measurable, accessible, reliable and time bound. Therefore,
the company will set the following mission, vision and objectives in order to develop and launch
new product in the market that is electric comb.
Mission: “Natural beauty is best with natural products ”.
Vision: “The company is involved in developing superior quality, natural products, with
various innovations that aims to be friendly in nature to the customer and to the environment”.
Business objectives:
“To maximise its sale by 10% with the new battery comb by the end of 2019”.
“To maximise the revenue of the company by 5% with the new product by the end of 2019”.
Target audiences
This is one of the reputed marketing tool, which is basically used to target potential entity
who are capable to buy the defined products. Target audiences has to be arranged from market
research and also final analysis of strategic decision making to take right strategy is supposed to
be taken (Wasiluk, 2017). Tropic skincare is looking to grow its market structure to gather
business objectives to rise business growth at a larger scale. Here, Tropic skincare must identify
their potential buyers by segmenting and targeting them into proper manner. Above discussion in
this context are as follows:
Market segmentation: Tropic Skincare has its eye on launching new product will be
Comb and that will includes battery power, so that customer will use this anywhere and anytime.
For this, correct market will have to be taken and based on geographical, demographics and
pychographics. The complete analysis of the market segmentation is as follows:
Geographic: In this, major cities such as London, Liverpool etc. of the UK has been
taken to launch this new products (Taufik, 2018). It has been taken after analysis of current
market stability and status till this time.
Demographics: This helps to divides customer on a basis of gender, age, income etc. For
Tropic Skincare, both males and females will be in uses to gather higher customer basis, Here,
also customer's with all income level and age group will be targeted.

Psycho-graphics: This concept divides customer on the basis of its own personality and
lifestyles. The customer for this new product will be one who used to be care about their hair etc.
This can used for normal uses, hair curly etc.
Market targeting:
Out of all analysis of segments, potential customer's will be target using social media
platform to access ease and convenient way of targeting customer to buy this battery comb.
Using the social media platform, customer will be targeted using platform such as Facebook and
Instagram etc. (Preko, 2017). This is doing, because potential customer's of these new product
are available on social media platforms. Using this platform, customer who uses electronic hair
and skin care product will be targeted and also who are eligible to use these product will also be
taken into the consideration.
Social media zones and vehicles
For an effective marketing of this product, social media marketing plan will be used in
order to targets the potential customer and generates higher lead for selling of this product. On
contrary, this will be necessary for tropic skincare to uses social media vehicles to show people
in an ease to reach out to the firm and purchases this new item of the Tropic Skincare. Using
social media vehicles, aim is to show usage of sustainability matter while actually making this
products and also customer's to buy(Mure and Kuberudu, 2017). This involves three components
are as follows:
Relationship:
Facebook: With this special message will be sent to community about quality of this new
product along with sustainability contribution to the society.
YouTube: This would assists in the showing people on usage of this products and also its
advantage to the customer.
Publishing:
This considers printed content to an audience to make information about product in an
informative or productive manner of doing business.
Blogs: This is used to share with people changes or suitable into the technology to grow
ease to buy this battery comb.
YouTube: This will be used to gather customer support and used to gather review on the
same. This is a kind of the indirect marketing of this product.

Commerce: This will be used to sell the products using the platform such as Ebay and Amazon.
Ebay: This platform mostly used to sell wearing and healthcare and cosmetic products.
Amazon: It is well renowned e-commerce selling and Tropic Skincare is one of the listed
partner.
Experience strategy
According to various zones discussed, Tropic skincare will utilises kind of the sources to
spread message to led usage of sustainability and green technology to protect health of a buyers.
To promotes this, tropic skincare is advised to launch the marketing campaign to initiates using
of the Green technology and also involves common people along with taking their feedback to le
some changes in this product technology (Kasim and Altinay, 2016). Using this, firm will try to
connect with the people and share with them positive experiences for customer while using this
comb. Such level of experiences will assist customer's to get positive response and also acquires
customers mind to push this products into the market. Role of customer will be acquiring
customer interest to buy this battery comb at the larger scale of doing businesses.
Activation plan
This stage would assist Tropic Skincare to implements the strategies and develop the plan
under the estimated timescale of the 4 months (Cody, 2017). Hence, structuring of this plan is
for 4 months. The discussion of this plan is as follows:
What will be done: During the time period of 4 months, Tropic skincare will using social
media campaign to inform about the trading of this product at the preferred pricing. In this,
Twitter, Facebook, Instagram etc., will be used to inform customer on the same.
When it will be done: In order to speed up this campaign, resources will be allocated in
pre-planning stage such as manpower, internet, system etc., to run campaign effectively and also
appropriately. For this planning time of 15 to 20 days will be taken and develops effective
campaign on the social media using images, pictures or graphic to get its effective outcomes.
Manage and measures
This level of campaign will requires a full fledged budget making with the help of which
entire cost of campaigning would be done. This budget are as follows:
BUDGET CATEGORY AMOUNT

Writing 6000
Graphics 9000
Videos 10000
Social advertising
(Facebook, Twitter and Youtube)
12000
Contractor's cost for social engagement 8000
Analytics and Monitoring Software 15000
Discounts and Promotions 8000
Total 68000
CONCLUSION
From the above report, this is concluded that, social media marketing plan has been
resulted into an effective promotion of any defined product into the given point of time. Also,
this is necessary to first segment prospective customer and also targets them accordingly as per
market trends or condition in order to gain business strengths.

REFERENCE
Books and Journals
Ali, M. A., 2016. Exploring the talent and empowering the entreprenuerial touch of the women: a
study of Kudumbashree units in Kerala. ACADEMICIA: An International
Multidisciplinary Research Journal.6(8). pp.114-122.
Annan, J. A., 2017. A marketing plan to launch the new bespoke collection by Heel the World,
to increase sales and brand awareness.
Badru, B., and. et. al., 2017. Anticipated and actual use of capital raised in Malaysian IPO
market.
Camilleri, J., 2016. The use of social media marketing in tourism enterprises in Malta
(Bachelor's thesis, University of Malta).
Cody, N. M., 2017. Transforming inequality into opportunity: race, gender and the making of
women entreprenuers.
Kasim, A. and Altinay, L., 2016. How do Organizational Learning and Market Conditions Affect
the Relationship between Entrepreneurial Orientation and Firm Growth? A Preliminary
Analysis on Small and Medium Size Hotels in Peninsular Malaysia. International
Journal of Economics and Financial Issues.6(7S). pp.62-66.
Mure, S. and Kuberudu, B., 2017. A Study on Perception and Motivation of Women
Entreprenuers in Telangana State. ITIHAS-The Journal of Indian Management.7(3).
Preko, A. K., 2017. Analysis of Social Cognitive Model in the Context of Green Marketing: A
Study of the Ghanaian Environment. Business Perspectives and Research.5(1). pp.86-
99.
Taufik, M. M., 2018. Strategic Innovation, Market Orientation Toward SMEs Performance In
Indonesia Mediated by Competitive Advantage. International Journal of Pure and
Applied Mathematics.119(15). pp.1059-1074.
Wasiluk, A., 2017. Pro-innovative Prerequisites for Establishing the Cooperation between
Companies (in the Perspective of Creation and Development of Clusters). Procedia
Engineering.182. pp.755-762.