Analytical Solutions for ITECH 7407

This document provides analytical solutions for ITECH 7407, including market opportunities, targeted customers, and campaign channels. It discusses the health, beauty, and wellness industries and their growth in Australia, as well as the market segments of Cosmeceuticals, Nutricosmetics, and Nutraceuticals. The document also includes recommendations for the company Jurlique based on the analysis.

Running Head: ITECH 7407
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Name of the Student
Name of the University
Author Note

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Table of Contents
Introduction................................................................................................................................2
Data View, Data Modelling and Data Provisions......................................................................3
Critical Evaluation of Survey.....................................................................................................4
Analytical Solution.....................................................................................................................5
Dashboard..................................................................................................................................5
Market opportunities..............................................................................................................7
Targeted Customers...............................................................................................................7
Channel for campaigns...........................................................................................................8
Overall Strategies...................................................................................................................8
Recommendation........................................................................................................................8
Cover Letter.............................................................................................................................10
Conclusion................................................................................................................................11
Reference and Bibliography.....................................................................................................13

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Introduction
The health, beauty and wellness industries from all over the word has experienced the
highest demand in last few years. Now a new industry has evolved to grab the demand and
created a business including the pharmaceutical, nutritional industries and personal care
together (Tiso et al. 2017). The industry is subdivided in three parts in this industry
depending on the products marketed. The three segments of the specific product market are
Cosmeceuticals, Nutricosmetics and Nutraceuticals. The given information presents a
statistics that says, 4-8% annual growth is observed across these three markets. The market
share of Nutraceutical is majorly dominated by the USA and the China and Japan dominates
the market of Nutricpsmetic. Moreover, the market of Cosmeceutical is growing and it is in
the initial stage of growth.
Beauty and personal care in Australia registered a strong implementation in 2016,
with the latest esteem growth that is going to a great extent according to the earliest year’s
solid development. The cosmetic market in Australia was worth of 4.98 billion dollar in 2015
which is predicted to grow at CAGR of 9.31% or 7.76 billion dollar by the end of 2020. The
cosmetics industry remains unaffected from the ups and downs of market (Bornkessel,
Bröring & Omta, 2016). However, the aggregate sales are influenced by the economic
fluctuations and an individual can enumerate on cosmetic sales to maintain the level of
aggregate volume. This happen cause the continuous growth of usage of products by women
and at an increasing rate by men across all region. The people of Australia are the huge
spenders on the products related to personal care and beauty. The products are identified and
mostly belonged from the healthy skin products and color beauty care products. The young
customers of 21st century are the major target of the individual care organizations. This is
because, the Youngers have a tendency to take after patterns in the business closely and
attracted to visit buys for the new items, application techniques. The performance of beauty

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and personal care product is increasing year by year. However there is no available stats to
support the reason. Hence the analysis of the emerging industry is segments is noteworthy in
Australia. The end user survey data is available that has been conducted. So, the analyst
formed two different set of analytical solutions using SAP Lumira. Afterwards, the researcher
has reported the recommendation that are related to market opportunities, major customer
targets and campaign channels.
Data View, Data Modelling and Data Provisions
The data view, models and provisions are very important in forming a data model
which is used in the process of analysis. The data models are formed to predict the
transformation and features of the customer base in the specific product market across several
regions. The results with utmost statistical accuracy can help a company to set bigger goals
and achieve them easily. The point is to recognize the opportunity for acquiring market share
in this newly formed industry; it is clear decision to gather data from those respondents, who
have the enthusiasm for these items. At the end of the day, this overview must need to think
of one as such inquiry, which can arrange respondents into two classes; one who know
something about these items and prepared to buy and one who have no such thought
(Holsapple et al., 2014). It has seen that the review began with the inquiry, "Are you a normal
buyer of beauty, wellbeing and health items?" and the information was gathered from
consistent purchasers of magnificence, wellbeing and health items. Various data mining
process and models are formed on the basis of data set that are discussed as the section
proceeds. The initial step in the process of analysis is to collect data and upload the data in
SAP predictive analytics tool according to the requirement. The data set is uploaded which
has 10000 rows that means observations and 10 columns that is variables. The major
variables that are going to be used are age of the individual, gender, region from where the
individual belong, product type, channel and income of the individual. One might say that the

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overview poll intended for this review set legitimate tone for this market. An overview is
named as a powerful one gave it underpins the researcher to study both statistic profile and in
addition mindfulness about the subject of study. Starting here of view as well, it can be
contended that this study poll has considered a rundown of statistic variable began from state
to wage, age band and gender (Acito & Khatri, 2014). These are used to analyze and
recommend the suitable information that can help in forming profit oriented business
strategies. These factors are basic for distinguishing market openings, directed clients and
partner techniques (Dubey & Gunasekaran, 2015). The SAP predictive analytics tool
provides a number of different types of statistical modeling to create models according to the
needs. The tool provides access to the regression, classification and predict options to create
different models. The classification models are formed with the help of function “Algorithm”
that is provided in the predict window of the tool. In the same window various regression
options are available. The SAP predictive analytics tool is also able to visualize the data set
efficiently. This can be done from the “Visualize” window where the tool provides a number
of functions that allows the researcher to choose the type of figure for proper visualization. In
this analysis, the researcher has produced a number of graphs to show the market
opportunities, targeted customers, channel for campaigns and overall strategies. This
visualizations are presented in the section “Analytical solution”.
Critical Evaluation of Survey
As reported in the provided contextual study, a dataset of end user survey has been
collected and the information is accessible for analysis. This segment of the study is aimed at
exploring the appropriateness of this survey (Laursen & Thorlund, 2016). Once more, this
study survey has likewise included inquiries that are required to comprehend the new item
dispatch procedures. Thus, it can be inferred that the information gathered utilizing this
overview poll most likely give bits of knowledge about the Australian excellence, social

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insurance and prosperity showcase (Lim et al. 2013). The review question general appeared
to be great to gather essential data for Australian excellence, medicinal services and
prosperity advertise, notwithstanding, questions identified with limited time techniques, in
the case of giving offer and rebate will impact the buy choice or not are important to depict
the market appropriately (Kim et al., 2015).
Analytical Solution
In this segment of the report, the expert has introduced diverse model of analytical
solutions outlined with the assistance of SAP Lumira systematic instrument. While
condescending the models, the expert endeavored to show the conceivable market fragments,
target clients, promoting channel fundamental and effortlessness of spreading data about the
item lastly item frame. The investigative model planned with the assistance of SAP Lumira
picture the information gathered through this study survey (Vera-Baquero et al. 2013).
Dashboard
The pie chart illustrates the values of the product type variable. The product type
attribute contains 26.75% of Cosmeceuticals according to the data. The Nutricosmetics holds
42.96% and the Nutraceuticals captures 30.29% of the product markets. The pie charts
present that the Nutricosmetics holds the 42.96% of the market that is why Jurliwue should
take action to capture and hold the market to gain and raise the profit.
The stacked bar chart illustrates the gender variable. The stacked bar graph shows that
the 21.69% and 21.27% of the Nutricosmetics are used by female and male respectively. This
shows that the females are slightly high users than the male.
The bar diagram in the 2nd figure states that the females are the frequent customers of
these type of product market. This shows 50.97% of the sample are female and the rest of the
sample consists of male customers.

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The bar diagram in channel for campaigns shows the age group against the channels.
The age group below 30% is most influenced by the social media which is accounted for
22.19% of the whole respondents. On the other hand, 17.15% of the respondents are
influenced by the social media belongs from the age group 30 to 40. However, the
respondents who belong from the age group above 70 year are influenced by the post.
The combined bar diagram shows compares the channel for the products. This
presents that the social media is most influential among all others. This also says that the
females are more influenced by the social media than the male customers. The female
respondents are accounted for 23.45% of the whole sample who are influenced by social
media. The male respondents are accounted for 21.64% of the whole sample who are
influenced by social media. The post has the least influence in channeling the products and it
also shows an opposite influence regarding gender. The female respondents are accounted for
11.49% of the whole sample who are influenced by post. The male respondents are accounted
for 12.95% of the whole sample who are influenced by post. These shows the influence of
post in channeling the product is greater for the male respondents.
The donut chart explains that the social media is covering the market by 45.09% of
the product market. The email is covering the market by 30.47% of the product market. The
post is covering the market by 24.45% of the product market
The bar diagram in overall strategies show that the products are preferred in the form
of food. The percentage of responses who prefer to take the product in the form of food is
36.88%. The percentage of responses who prefer to take the product in the form of beverage
is 31.92%. The percentage of responses who prefer to take the product in the form of pills is
31.19%.

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Market opportunities
Targeted Customers

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Channel for campaigns
Overall Strategies
Recommendation
Depending on the above analysis using the previously formed model some of the
important recommendations are made to the company Jurlique. It can help the company to

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take decisions about the customer’s type, market opportunities, major customer targets and
campaign channels. The rundown of the proposals have been given by the researcher. The
important points of forming up the model was to observe the differences to which the
showcase section is in the need of rundown of Australian customers. The above figure 1 from
the model used in the analysis shows that the Nutricosmetics products are sought after in the
Australian market. The figure indicates that the 41% of the respondents demonstrated
enthusiasm about this sort of items. The analysis included the age and sex orientation towards
the market portions. The research found that the 20% of male are described as enthusiast
towards using these items, the 22% females are quick to react to utilize the items. The figure
one also demonstrates that the individuals of over 40 years of age are most significantly
enthusiast towards the utilization of the items. Eventually, this also can be suggested that the
major objective of the market ought to be the Nutricosmetics for female of over 40 years of
age. Furthermore it also can be suggested that two places, Victoria and Queensland would be
the primary need to launch such items. At the time of discussing targeted customer, the
systematic models have identified distinctive view points and on the basis of figures and
perceptions (figures 2, 3 and 4 from the above model), it can be said that female earning a
wage from 70000 to 90000 needs to be focused.
If there should be an occurrence of promoting channel, it has seen that utilization of
online networking will be the essential decision like other real industry. The expository
model 1 has demonstrated that 30% of the objective clients are leaning toward online
networking as a viable approach to contact them. They additionally jump at the chance to get
refresh about the item through this showcasing channel as they for the most part invested
their extra energy in utilizing online networking. Thus it can be suggested that web-based
social networking advertising ought to be the principal need for marking this item. In the
meantime, messaging is another imperative route through which focused client need

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customary refresh about the new item. Henceforth, it is prescribed to keep up a client
database and association’s works in this industry needs to send letters refresh to the majority
of their current clients. Thus, messaging would be next critical method for doing marking.
From the scientific model 1, it has seen that they will prepared to burn through 50-100
dollar in a month for this sort of item. Consequently, it is important to alter valuing of these
item as indicated by their desire. At long last, it is seen that all most 16% of the respondents
have said either as sustenance or pill frame would be the best for such item. Thus, it is
prescribed to consider these two frame while presenting new items in the market.
Cover Letter
CEO
Jurlique
Date: 5th June 2019
Respected Sir/Ma’am,
We, the student of Federation University Australia, have done a research on the
Cosmeceuticals, Nutricosmetics and Nutraceuticals product market dataset that explains the
customer’s preferences towards the product, type of the product and their view for
recommending the product across several regions. An analysis is conducted on the dataset
and conclusions are sorted out. The objective of the analysis is to recognize the opportunity to
acquire market share in the newly formed industry. The conclusions of the analysis with the
details and the recommendations for the Jurlique is recommended as:
 The individuals who belong from the age group of above 40 years are mostly
enthusiast towards the Nutricosmetic items.

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 The major objective of the market is to focus on the ladies who belong from the age
group of above 40 years for the products of Nutricosmetic.
 The earing group of females that earn between 70000 and 90000 needs to be focused.
Victoria and Queensland are the major places that needs these products.
These intuitions are analyzed from the dataset with statistical accuracy and can be proceed on
the recommendations by the company to target the customers in order to raise the sales and
thus revenue. These recommendations are one of the most important feature of the product
market among others that are beneficial if included in a proper way in the business strategies.
Thank you,
Conclusion
The report has been focused on the Cosmeceuticals, Nutricosmetics and
Nutraceuticals product market dataset. The data set describes the information about the
customer’s preferences towards the product, type of the product and their view for
recommending the product across several regions. The model is formed for the big data
analysis using suitable algorithms and SAP predictive analytics tool. The data view, models
or the provision is used in making the model that helped the researcher to do the study on the
dataset to predict the targeted customers, market opportunities and campaign channels that
helps the executives to take decisions to form strategies regarding the product marketing and
sales of the company. The data model used in the analysis are formed to predict the
transformation and features of the customer base in the specific product market across several
regions. The results with utmost statistical accuracy can significantly help a company to
achieve bigger goals to them easily. The point is to recognize the opportunity for acquiring
market share in this newly formed industry; it is clear decision to gather data from those

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respondents, who have the enthusiasm for these items. The analysis suggest that the
individuals who belong from the age group of above 40 years are mostly enthusiast towards
the Nutricosmetic items. The major objective of the market is to focus the ladies who belong
from the age group of above 40 years for the products of Nutricosmetic. The earing group of
females that earn between 70000 and 90000 needs to be focused. Victoria and Queensland
are the major places that needs these products. This all information is extracted by using the
analysis that has been done in SAP predictive analytics tool. This information can help the
company to manage their management for the future.

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