Male Grooming Product Marketing Campaign
Added on 2020-04-15
16 Pages2666 Words91 Views
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Running head: INTEGRATED MARKETING COMMUNICATIONINTEGRATED MARKETING COMMUNICATIONName of the StudentName of the UniversityAuthor Note
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INTEGRATED MARKETING COMMUNICATION1Situational Analysis:The situational analysis of Australian skincare companies will help the firm to underratedits current market. The situational analysis is one of the major and vital part of marketing whichmakes any company to perceive the present market along with the analysis of existingcompetitors. The following section of the report presents the detail situational analysis ofNeutrogena in the Australian market. Current Market Analysis:The current market analysis of the company is based on the existing market share andcurrent skincare trends within Australian context. Among all the skincare products in theAustralia market, Neutrogena has strong brand loyalty within the customers. The company hasestablished strong public image with the providence of highest quality of products to thecustomers. The company holds a great percentage of market share after Nivea in Australianmarket (McDonald and Wilson 2016). However, according to the different products of skincare,the market shares of the company in the Australia market varies.
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INTEGRATED MARKETING COMMUNICATION2Figure 1: Market share of NeutrogenaSource: (Roy Morgan 2017)Consumer Analysis:The market of any products is based on the consumers of the company. Similarly, themarket of Neutrogena is based on the consumers of young age. It is found that the youngerpeople, especially the women creates grounds for Neutrogena. However, the number of menconsumers are increasing. It is found that the men of Australia are leaning towards usage ofskincare (NPD Group 2015). On the other hand, consumers are recently tending to use theorganic products for the skincare, which seems to be a challenge to the company for holding theconsumers (Philpott 2017).
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INTEGRATED MARKETING COMMUNICATION3Competitors Analysis:Considering the fact of competitor analysis of the company, there are number ofcompetitors of Neutrogena in Australia. The competitor analysis of the company presents theposition of the company in the market of Australia in terms of gaining competitive advantagesfrom the same. It is found from the market research that the company Nivea is the major andprimary competitors of the company. Neiva dominates the skincare industry in Australia.Another major competitors of the company are L’Oreal, Olay, Dove and others (Braun andLatham 2014). The company in Australia is belonging to the strong and intense competitivemarket within which it is difficult to target the men customers (Elsner 2012). On the other hand,it must be mentioned that the present tendency of the consumers is referred to the accusation ofthe organic and natural products. There are many companies in the international as well as in theAustralian market which are fulfilling the demands and needs of the consumers with theprovidence of the natural skincare products. Furthermore, there are limited verities of productsthat are offered by the company to the consumers, whereas other competitor companies areproviding the consumers with diverse options of products to choose from. Therefore, thecompetitor analysis makes it clear that the firm has intense competitive market in Australiawhich can be a threat to the sustainability of the firm in near future.SWOT Analysis:The SWOT analysis being an important marketing tool will help the company tounderstand and evaluate the internal strengths and weakness for approaching he externalopportunities and threats.StrengthsWeaknessStronger dealer communityPoor challenge management
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