Marketing Analysis of SPF 65 Sunscreen by Mehta Skin Care

This marketing analysis explores the effectiveness of SPF 65 sunscreen by Mehta Skin Care and suggests strategies for promotion and sales. It discusses the target market, marketing communication plan, advertisement strategies, sales promotion tools, and the use of direct marketing and social media. The analysis also includes a sample presentation and recommendations for multi-channel marketing and viral marketing.

Running head: MARKETING ANALYSIS OF SPF 65 BY MEHTA SKINCARE
Marketing Analysis of SPF 65 Sunscreen by Mehta Skin Care:
Name of the Student:
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Author note:

1MARKETING ANALYSIS OF SPF 65 BY MEHTA SKINCARE
Table of Contents
Answer to Question 1:.........................................................................................................................2
Answer to Question 2:.........................................................................................................................2
Answer to Question 3:.........................................................................................................................2
Answer to Question 4:.........................................................................................................................3
Answer to Question 5:.........................................................................................................................3
Answer to Question 6:.........................................................................................................................3
Answer to Question 7:.........................................................................................................................4
Answer to Question 8:.........................................................................................................................4
Answer to Question 9:.........................................................................................................................5
Answer to Question 10:.......................................................................................................................5
Answer to Question 11:.......................................................................................................................5
Answer to Question 12:.......................................................................................................................6
Answer to Question 13:.......................................................................................................................7
Answer to Question 14:.......................................................................................................................7
Answer to Question 15:.......................................................................................................................7
Answer to Question 16:.......................................................................................................................7
References............................................................................................................................................8

2MARKETING ANALYSIS OF SPF 65 BY MEHTA SKINCARE
Answer to Question 1:
The SPF 65 sunscreen of Mehta Skin care is a new initiative and the most improved
sunscreen product by the company, which is mainly offered to the age group of 22-40 years. Hence,
considering the promotional mixes, public relations helps in building image of the brand and the
product; sales promotion will help in attracting customers and increase in sales; while
advertisement will attract attention and spread awareness of the product; and personal selling or
direct marketing will help in promoting the product and selling directly to the customer and will
omit the miscommunication between customer and the company (Kotler and Armstrong 2015). The
specification of the product is attractive enough and hence sales promotion is not needed for this
product as it will be much expensive and not be too helpful for a product like this. Out of all, direct
marketing will be the most effective element, because it is a product for every person in the age
category of 22-40. Thus, through Direct marketing salesman, could directly communicate with the
end users and can make better understand of the product and its uses to the customer, and since the
product is targeted to the middle-class and the high class, it will be more effective. The direct
marketing will also be less expensive than others (Oladepo and Abimbola 2015).
Answer to Question 2:
To create an integrated marketing communication plan, a specific and suitable marketing
communication for the product needs to be selected. Considering direct selling, as the suitable
marketing communication medium, it can be used to promote the product and will also help the
company overall sales and marketing strategy, by cutting the cost of the middle channel between.
Through direct marketing company can save their expense and can spread awareness of their
product to more people and can lessen the miscommunication. Direct Selling is best marketing
communication plan, as the communication between the brand and the end users is direct and more
clear (Todorova 2015).

3MARKETING ANALYSIS OF SPF 65 BY MEHTA SKINCARE
Answer to Question 3:
Mehta skin care should use either personal selling or advertisement marketing strategy for
its primary market offerings, because advertisement will help in spreading awareness of the product
to the general public in the initial period and as the product is new to the market, hence it will
attract more customers and will also be less expensive than sales promotion and other mix, except
direct marketing. Personal selling strategies as marketing strategies will be the second preference
for the company, because it is solely depend on the sale representatives, and it will require adequate
skilled staffs, but it will cheaper than advertisement (Kotler and Armstrong 2015).
Answer to Question 4:
As per the information from page 477, the main objective that could be set by Mehta skin
care for its product is to make it the big thing by spreading the services all over and by giving
service production responsibility to the retailers, and also introduce new opportunities to provide
personalised customer service by the retailer. The budget decision for future, of the company can
be measured, with the help of the objective set, because the sales of the product and personalise
customer service will help the company to identify its customers, the production will be done on
that basis, and hence the budget for production can be predetermined.
Answer to Question 5:
In accordance to the advertisement strategy, the message execution style suitable for the
product, SPF 65, will be scientific or technical evidence, where the product is sold and executed
properly with help of their technical specifications in a platform where the specifications are
highlighted properly. An example of such platform can be ‘amazon’, because people can direct
access to the site or app of amazon and can see the whole description and specification of the
product. Since the product is dominated by its innovative specification, this execution style will be
more benefitted for the company (Ferreira et al. 2017).

4MARKETING ANALYSIS OF SPF 65 BY MEHTA SKINCARE
Answer to Question 6:
PRODUCT IMAGE
SPF 65 Sunscreen, by MEHTA SKIN CARE
PRICE- $7/-
SPECIFICATIONS
Type Sunscreen
Protection SPF 65
Suitability For age Group 22-40
Quantity 60g
Customer Review
SPF 65 SUNSREEN,
IT’S NOT ALWAYS COOL TO BE TANNED……
The above table is a demo of the kind of advertisement that could be used by using the
‘management style of technical evidence’, and could be posted in online e-commerce website too.
In the above advertisement, Product image is given at the top of the table and in the left. In the right
the name of the product is given with its price just below the name of the product. Later in the
below the specifications are listed, which includes type, protection, suitability and quantity of the
product. In this type of advertisement the main focus is to sell the features of the income.
Answer to Question 7:
For advertisement of SPF 65 sunscreen by Mehta skin care, the major types that could be
used are television advertisement, newspapers and magazines, social media, smartphone marketing
and lastly outdoor advertising. Now a days, television is the common equipment in a home, and

5MARKETING ANALYSIS OF SPF 65 BY MEHTA SKINCARE
thus the television advertisement is a very must for every product in the market to reach every ones
house. Similarly, newspapers and magazines are also the general and the traditional equipment, still
used by many people for seeking relevant news and information and also very cheaper than
television marketing. Currently, the most subscribed platform is social media and mobile phones
are the common equipment in the world, hence social media is the best way to promote the product
to reach the consumer, mostly the youngsters. Lastly out door advertisement will help to promote
product directly to the customer without any medium, which will be beneficiary for the product
(Ferreira et al. 2017).
Answer to Question 8:
The return on investment of the product can be determined from the total return from the
sale of the product and from the total investment on the product. The more efficient will be the
promotional strategy, the more will the product will be sold. Thus the ROI of SPF 65 sunscreen
will be calculated by dividing benefit from the investment by the cost of the investment (Cummins,
Peltier and Dixon 2016).
Answer to Question 9:
There are many benefits of personal selling of the product as a market offering. The main
advantage of personal selling of the product is it will reduce the cost of promotion by a great
margin, because the middle parties such as suppliers and others will be omitted. Personal selling
will also help in clear and direct communication to the customer which will reduce the chance of
misunderstanding of the product, and the response of the customer will be instant. Personal selling
will also increase the sale of the product, because it will be presented personally to each of the
customer by skilled salesman of the company (ikosova, Antošová and Čulková 2014).

6MARKETING ANALYSIS OF SPF 65 BY MEHTA SKINCARE
Answer to Question 10:
Below is a sample presentation of the product to be presented by the sales person of the
company. The sales person will approach to the customers with describing its qualities and
advantages, in a step by step process shown below:
Step 1 – Introduction the product with its basic
features for identification of the product.
Step 2 – Seek interest of the customer by
describing the key features and special factors
of the product.
Step 3 – Describe the basic uses of the product. Step 4 – Describe the advantages relevant to
the customers and its key factor pricing at the
end.
Answer to Question 11:
Following is the list of sales promotion tools that could be used for the promotion of the
product along with its purpose of use:
Demonstration The demonstration as a tool of sales promotion
could be used for demonstrating the use and
effect of the product to the customer or the end
users, because it will attract more customers
and their attention and also their will trust the
product to give a try.
Samples Samples could be used for the same purpose of
the demonstration. Free samples of the product
to the customer will encourage to try the
product and its end result will promote the
product and will influence the customer use it

7MARKETING ANALYSIS OF SPF 65 BY MEHTA SKINCARE
more.
Cash refund offer Cash refund offer can be provided by the
company as the company is very confident
about their product. The cash refund is the best
offer a company can give to its end users and
in that way public will be more attracted to the
confidence of the company about their product.
Answer to Question 12:
Considering direct marketing, it is very beneficiary for the company as well as for the
consumer, because the direct marketing strategy allows customer to communicate with the
company directly without any middleman and they can get assurance of the product directly from
the company. It is beneficiary for the company because the company can minimize its cost of
marketing and can have instant response and feedback from the customer. Considering digital
marketing, it will benefit consumers because it is attractive and through digital marketing, company
can reach customer anytime and anywhere and thus helpful the company as well. The company can
utilise direct marketing, by appointing efficient salesman, and appoint them to deliver service in
specific areas in the city and the country. They can utilise direct marketing to promote and sell
directly to the customer. (Cummins, Peltier and Dixon 2016).
Answer to Question 13:
Multi-channel marketing could be used by the company by directly supply the product to
the retailer or wholesaler, by omitting other channels. In that way, they can save extra expense and
provide better services (Yang and Lee 2016).

8MARKETING ANALYSIS OF SPF 65 BY MEHTA SKINCARE
Answer to Question 14:
The company could create e-commerce website such as amazon, where the company can
execute and sale its different types of products (Ferreira et al. 2017). The website will provide
necessary informations about the product and also offer purchasing product anytime from anywhere
on the go (Cummins, Peltier and Dixon 2016).
Answer to Question 15:
Viral marketing can be made through various ideas such as appointing popular celebs or
viral public figures to promote the product in television or in social media platform from their own
account, which will reach to more viewers and they will show interest and the fans of the celebrity
will purchase it too (Tuten and Solomon 2017).
Answer to Question 16:
One of the best use of social media could be the viral marketing as discussed above, and the
other use could be posting relevant informations and offers from the company’s official account in
social media plat forms (Strauss, Frost and Sinha 2014). Mobile marketing can be used to send
SMS notifications about offers and new products directly to the customers. Many company follows
this process by merging with telecom companies, and send promotional messages to the non-dnd
members from the official registered sales number (Hofacker et al. 2016).

9MARKETING ANALYSIS OF SPF 65 BY MEHTA SKINCARE
References
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory study
of branded social content and consumer engagement. Psychology & Marketing, 32(1), pp.15-27.
Csikosova, A., Antošová, M. and Čulková, K., 2014. Strategy in direct and interactive marketing
and integrated marketing communications. Procedia-Social and Behavioral Sciences, 116,
pp.1615-1619.
Cummins, S., Peltier, J.W. and Dixon, A., 2016. Omni-channel research framework in the context
of personal selling and sales management: a review and research extensions. Journal of Research
in Interactive Marketing, 10(1), pp.2-16.
Ferreira, C., Michaelidou, N., Moraes, C. and McGrath, M., 2017. Social media advertising:
Factors influencing consumer ad avoidance. Journal of Customer Behaviour, 16(2), pp.183-201.
Hofacker, C.F., De Ruyter, K., Lurie, N.H., Manchanda, P. and Donaldson, J., 2016. Gamification
and mobile marketing effectiveness. Journal of Interactive Marketing, 34, pp.25-36.
Kotler, P. and Armstrong, G., 2015. Principles of Marketing-Global Edition. Pearson.
Oladepo, O.I. and Abimbola, O.S., 2015. The influence of brand image and promotional mix on
consumer buying decision-a study of beverage consumers in Lagos State, Nigeria. British journal
of marketing studies, 3(4), pp.97-109.
Strauss, J., Frost, R. and Sinha, N., 2014. E-marketing. Upper Saddle River, NJ: Pearson.
Terblanche-Smit, M., van Huyssteen, L. and du Preez, R., 2016. Advertising Execution Styles
Matter-A Fear-Based Experiment on Attitude, Susceptibility, Efficacy and Behaviour. In Looking
Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing (pp. 116-126).
Springer, Cham.

10MARKETING ANALYSIS OF SPF 65 BY MEHTA SKINCARE
Todorova, G., 2015. Marketing communication mix. Trakia Journal of Sciences, 13(1), pp.368-
374.
Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage.
Yang, D.J. and Lee, C.W., 2016. In-store promotional mix and the effects on female consumer
buying decisions in relation to cosmetic products.