Kora Organics Marketing Plan Analysis

This assignment requires you to analyze the marketing strategies employed by Kora Organics, a popular organic skincare brand in Australia. Specifically, focus on their market segmentation, targeting, and positioning techniques. Evaluate their effectiveness in reaching their target audience and achieving business objectives. The analysis should also consider potential areas for improvement and future strategic recommendations.

Running head: MARKETING MANAGEMENT
Marketing management
Name of Student
Name of University
Author Note

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Table of Contents
Issue 1.........................................................................................................................................2
About the organisation...........................................................................................................2
Issue 2.........................................................................................................................................3
Analysing the 5C’s.................................................................................................................3
Issue 3.........................................................................................................................................5
Source of collecting information............................................................................................5
Issue 4.........................................................................................................................................7
Developing marketing strategies............................................................................................7
Issue 5.........................................................................................................................................9
Developing marketing tactics.................................................................................................9
Reference..................................................................................................................................11

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Issue 1
About the organisation
Kora Organics is a private cosmetic organisation in Australia. The company is known
for offering skin care products that are manufactured in the country and provides a mixture of
natural as well as organic substances. Kora Organics was founded in 2009 in Melbourne.
Miranda Kerr founded the company along with other chemists with the knowledge of
working with such ingredients. In the course of time, the company have grown in popularity
and have managed to sell organic products in over 400 stores across the country. The
products of Kora are famous in international areas as well. The mission and vision statement
of the company includes providing organic products that can help in maintaining proper skin
quality of a person (Koraorganics.com 2018). The products are manufactured in a manner
that provides people with an extra energy during its use. In this regard, the market orientation
of the company is to focus on the desires of the customers and meeting their needs. As a
result, Kora uses the product market orientation in order to satisfy customers.
The product orientation can help in developing a product in a manner so that it can
satisfy customers at all level (Hollensen 2015). This is mainly because the products of Kora
are famous among the worldwide and most people aim to maintain their face in a proper
manner to remain attractive. Keeping this in mind, the products of Kora can be analysed.
Kora offers complete vegan products. The ingredients used for the manufacturing of the
products include Noni extracts that have been used in Kerr family. Kora manufactures
products such as cream cleaners, foam cleanser, tinted dry cream, blemish gel and many other
products that are used to maintain the skin of an individual. However, one of the important
characteristics of the company is that it does not test its products on animals (Babin and
Zikmund 2015).

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Issue 2
Analysing the 5C’s
In order to analyse the five key areas of the market, managers take up the application
of the 5C's model. This model takes into account the factors that matter the most for the
success of an organisation (Armstrong et al. 2015). The five C’s of Kora is analysed:
Customer: The target of the company includes people of all ages interested in
maintaining a proper face. The products of Kora help in energising the people and provide
meditative treatment so that skin diseases do not occur. Sheth and Sisodia (2015) stated that
customer satisfaction could be derived by identifying the needs of the people. The typical
behaviour of the company denotes caring for the people and ensuring that the best skincare
product is provided to them at a reasonable cost. Thus, this helps Kora to gain a competitive
advantage in the market.
Company: In order to understand the strengths and weakness of a company it is
necessary to conduct a SWOT analysis. The SWOT analysis points the potential
opportunities and threats of a company as well (McDonald and Wilson 2016). The SWOT
analysis of Kora includes
Strength
 The company uses organic
ingredients
 It is not tested on animals
 Easy establishment of brand name
Weakness
 High price
 Poor location
 Lack of promotion
Opportunities
 Health conscious consumers
Threats
 Faces direct competition
 More reputed companies may enter

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 Increased availability of products
 Increased awareness of products
the market
 Indirect competition from other
established brands
Table 1: SWOT analysis
(Created by author)
Competitors: As observed by Baker (2014), every organisation faces competition
from other organisations from similar industries. Without competition, companies cannot
access their progress. In the case of Kora, the direct competition faced by the organisation
proves to be a huge success. The direct competition is provided by Divine which is a
cosmetic company founded by Miranda Kerr’s mother Therese. Apart from this indirect
competition from reputed companies like L’Oreal also proves to provide serious competition
to Kora. However, new entrants do not pose threat due to the existence of these established
companies.
Collaborators: Kora collaborates with David Jones in order to distribute their
products in the market. Apart from this, the products are also found online. Thus, the
company direct distribution in order to gain customers. It has also been seen that Kora
products can be ordered via social media sites such as Facebook. Despite this, most
customers remain unaware of the products. Hence, proper suppliers in the market are required
for Kora. The company can indulge in a partnership with David Jones and ensure that threats
from competitions are mitigated.
Context: The external factors such as an economic condition of a country,
demography and political stability may have a huge impact on the success of Kora. It has
been seen that the economic condition of Australia fluctuates heavily. Hence, it is important
for Kora to analyse the economic condition of the market before launching products at high

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price. However, the threat is not present in the legal, political and natural factors as the
company uses organic ingredients for manufacturing the products (Armstrong et al. 2014).
Issue 3
Source of collecting information
In order to succeed in a competitive market, it is necessary for an organisation to
gather information about the customers, competitors and the factors that affect the market
(Ryan 2016). Such information can be gained by conducting a proper research about the
marketing factors. In order to understand the needs and wants of the customers, companies
conduct a marketing survey that highlights the preferences (Huang and Sarigöllü 2014).
However, prior to that, it is important to identify a target market. This can be done by
segmenting the market and getting specifications about the people that exist in a society. In
the case of Kora Organics, the company gets to collect information about the customers via
the use of social media and the official website.
According to Solomon (2014), customers provide feedback about the type of products
that are required in order to maintain skin culture. At the same time, conditions of the skin are
provided so that effective solutions about the correct use of products can be received. Such
informative attitudes of the customers help the company to innovate new products that can be
used by many people. Hence, it can be said that the social media is the best medium of
collecting information about the target market. The threats imposed by companies are also
analysed with the help of social media. This is because customers tend to compare products
of two or more companies in order to undermine one another. It is established that Kora faces
competition both directly and indirectly. Companies like L’Oreal are world famous and
people tend to compare the products of Kora with the company. Kora managers can use this
as a benchmark to improve their products.

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After the analysis of the contexts that affect business, it can be said that the business
market changes at a regular interval. This is because, with the rise of threats and competition,
organisations tend to change their approach to conducting a business. A company cannot
control some of the factors like the economic change; however, measurements can be taken
in order to suffer a huge loss in the case of such crisis. Kora has also seen rapid changes in
the market of Australia. The introduction of organic chemicals for treating the facial
condition brought about changes in the tastes and preferences of customers. Hence, the
consistency regarding the use of such products needs to be maintained in order to get a
competitive advantage. Cross, Belich and Rudelius (2015) stated that the role of collaborators
is important in gathering information.
Suppliers can provide proper details and information about the type of products that
are being sold through them. This is because suppliers tend to gain a huge bonus in salary
with the increased number of products distributed. Hence, it is important for Kora to maintain
a good supply chain in order to gain information about the products of the customers. Apart
from this, collaboration with David Jones needs to be better so that the location of the
company can be changed. It has been seen that Kora is located at the back of David Jones that
makes it difficult for customers to gain access to the store (McDonald and Wilson 2016).
Hence, such collaboration needs to be changed in order to attain success in the market.
Issue 4
Developing marketing strategies
In order to develop a proper marketing strategy, it is important for every organisation
to establish a target market upon which the products can be aimed at. The target market is
established by taking into consideration various factors that affect the tastes and preferences

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of the customers (Howell 2015). In this regard, it can be said that the target market of Kora
can be determined by the analysis of these factors. The factors include:
Geographic Demographic Behavioural Psychographic
The geographic
condition refers to
the location of the
customers. This is
important as most of
the time it is seen
that people living in
the rural areas cannot
afford to use the
products due to its
high price (Sawhney
et al. 2017).
The age, gender and
occupation need to
be determined so that
the products can be
manufactured based
on the preferences of
the customers. In the
case of Kora, the
target customers are
the female of a
society. However, the
company targets
females of all ages.
This includes the rate
of usage of a product
and the loyalty of the
customers. This can
be difficult for Kora
to judge as most
people are unaware
of the products and
the services provided
by the company.
Hence, Kora needs to
remain specific to a
target so that they
can increase their
reputation in the
market.
Organisations have to
consider the
personality of an
individual along with
their class and
attitudes. This is
important in order to
determine the prices
that need to be set so
that customers can
purchase the products
at a fair rate.
Table 2: Market segmentation
(Created by author)
After analysing the market segmentation strategy undertaken by Kora, a change in the
target market can be recommended. The company need to be more specific about the people
that are being targeted in order to get the desired recognition in the market. Hence, it can be

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stated that Kora needs to target females within the age of 18-35 years in order to increase
sales. The geographical target needs to be the females residing in the urban areas so that even
with the excess price of the products it can be affordable (Andaleeb 2016). In this regard, the
value proposition of the target market can be determined.
The value proposition for the target markets can include the reason behind the
purchase of a product. In the case of Kora, the products are manufactured in an organic
manner that is said to provide energy to the people. It helps in eradicating the issues of the
skin and ensures that the skin remains as per the requirement of the customers. Information
such as this can help in attracting customers to the product.
The positioning statement needs to include the target market and the manner in which
customers can be convinced to purchase a product (Katsikeas et al. 2016). It can be said that
based on the positioning statement the customers tend to purchase a particular product. In the
case of Kora the positioning statement, need to provide the ingredients used for the
manufacturing of the product and the reason behind the purchase of the products. With the
face of Miranda Kerr as the owner of the company, it can be an advantage for the company to
attract the target market.
Issue 5
Developing marketing tactics
To develop a proper marketing tactic it is necessary that Kora adopt the use of the
marketing mix. The elements in the marketing mix can help in the further development of the
choice of a target market and provide ways to address their needs. The elements include:
Product: The product of companies can be offered as an exchange of money for a
company. According to Lusch and Vargo (2014), the products need to have detailed

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information about its characteristics. Kora also needs to provide such information to the
customers in order to attract their attention. This is particularly important in this case, as most
females remain concerned with their skin. Kora targets the females of the society and as a
result, they need to ensure that the products are well maintained with innovative sizes.
Price: The price of the product needs to be fixed in a manner so that it becomes
convenient for every people to purchase it. The SWOT analysis of Kora revealed the fact that
the prices of the products are expensive. This need to change as the range of age of the
female people vary from 18-35. Hence, females still pursuing studies cannot afford to pay an
expensive sum for purchasing the products. Thus, a high-low pricing strategy can be adopted
that makes the prices flexible as per the demand for the products.
Place: This is another important factor that needs to be changed for Kora. It has been
seen that Kora is located at the back of David Jones. Hence, people travelling by roads cannot
come across the shop conveniently. Hence, it is necessary that the store is relocated at a place
that is convenient to attract customers. It can be located inside shopping malls that are
frequented by many potential buyers.
Promotion: Zeriti et al. (2014) stated that promotion of a company or product is
essential in order to gain reputation and recognition. In the case of Kora, the company, as
well as the products, need to be promoted to the Australian public. The SWOT analysis has
identified the lack of recognition as another weakness for the company. To convert the
weakness into opportunity, the managers need to ensure that communication with the target
market is well established.
People: The people include the target market and the potential buyers. Customer
satisfaction is the primary aim of companies that offer products and services (Lantos 2015).
Hence, it is required to analyse the target market and make the products that address their

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needs. Kora needs to satisfy the needs of the female customers by providing them with the
required product suitable for their skin.
Process: The process of manufacturing a product in the modern day is essential. The
Government of a country poses ban on a product, manufacturing of which may harm the
society (Baker and Saren 2016). Kora does not have to be threatened in this respect as the
company uses organic materials in order to manufacture the products. Proper and appropriate
use of the products of Kora cannot pose harm to the society.
Physical evidence: This can be considered as an old school approach as in the modern
world, people purchase products online. However, physical evidence is needed in order to
judge the quality of the products. In this regard, it can be said that the products of Kora need
to be analysed physically before purchasing.

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