Marketing Plan Assignment 2022

Running Head: MARKETING PLAN
MARKETING PLAN
Name of the Student:
Name of University:
Author Note:

1MARKETING PLAN
Executive summary
Australian Skin Clinics is a reputed cosmetic surgery clinic in Australia. Currently the
organisation undergoes with several changes in its organisational operations and customer
segmentation process in order to get strategic advantages in the competitive market of Australia.
Based on this understanding, this report chooses the fat reduction therapy as they focal point that
the organisation can use to resolve the obesity health condition of the Australian. Therefore, a
proper marketing plan with target customer identification and budgeting is discussed in this
report to develop an exclusive marketing plan for Australian Skin Clinics.

2MARKETING PLAN
Table of Contents
Introduction......................................................................................................................................3
Marketing issues..............................................................................................................................3
Competitors..................................................................................................................................3
Customers....................................................................................................................................4
Marketing objectives.......................................................................................................................4
Marketing strategy...........................................................................................................................5
Target market segmentation............................................................................................................5
Market segmentation...................................................................................................................5
Geographic segmentation........................................................................................................5
Demographic segmentation.....................................................................................................6
Psychographic segmentation...................................................................................................6
Target market...............................................................................................................................7
Target segment needs..............................................................................................................7
Alternative market segments.......................................................................................................8
Brand positioning.............................................................................................................................9
Value proposition...........................................................................................................................10
Marketing mix...............................................................................................................................10
Product.......................................................................................................................................10
Price...........................................................................................................................................11
Process.......................................................................................................................................12
Promotion..................................................................................................................................13
People........................................................................................................................................14
Place...........................................................................................................................................14
Physical evidences.....................................................................................................................14
Action program..............................................................................................................................14
Budget and control.........................................................................................................................16
Budget of the marketing plan....................................................................................................16
Control.......................................................................................................................................17
Recommendations..........................................................................................................................18
Conclusion.....................................................................................................................................18
Reference.......................................................................................................................................19
Appendices....................................................................................................................................21

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Appendix 1.................................................................................................................................21
Appendix 2.................................................................................................................................22

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Introduction
Australian Skin Clinics (ASC) is identified as one of the well-known medical facilities
inside the country that is specialised in laser hair removal, cosmetic injectable, fat reduction and
great skin care. There are both surgical and non-surgical medical procedures that the organisation
provides to its customers with effective and affordable pricing. Established in 1996, ASC has
become one of the leading cosmetic and aesthetic service companies in Australia. Moreover, an
ethical service oriented environment is included into the mission of Australian Skin Clinics. In
this regard, the organisation also achieved a number of awards in the form of 2016 BRW Fast
Starters Top 100 with the second position and 2016 Vogue Top A List Medi-Spas
(australianskinclinics.com.au., 2019). Therefore, it is undoubtedly claimed that Australian Skin
Clinics is one of the leading and popular cosmetic service providers in Australia.
Henceforth, this research is going to prepare a marketing plan for Australian Skin
Clinics on the basis of the issues that the organisation is currently faced while establishing its
market more extensively.
Marketing issues
Competitors
There are two major threats that Australian Skin Clinics is facing while expanding its
business effectively in the Australian market. The competitors and the customers are the major
challenges that ASC is dealing with currently. The recent report on Australian cosmetic industry
states that the annual growth of the cosmetic industry in 2.9% with a revenue generation of
US$5,757 million (Figure 2). This prolific expansion of the market creates huge competition in

5MARKETING PLAN
Australia. Moreover, the average revenue per capita in Australian cosmetic industry is increased
with a rapid pace from US$215.24 million in 2015 to 222.92 in 2018 (Figure 3). It creates
interest among the global companies to invest in the cosmetic industry of Australia.
Customers
According to Jamil, Iqbal and Muhammad (2017) the customers in cosmetic industry of
Australia are highly volatile and always looking for cutting edge technologies for getting
treatment. As a matter of fact, the quality of the treatment is also considered to be one of the
important aspect for the customers. Therefore, quality and technology are the main aspects that
the Australian customers are focusing on. It is true that Australian Skin Clinics has a solid
customer base but due to lack of customer segmentation it becomes a problem for ASC to
identify its potential customers.
Marketing objectives
It is essential for ASC to set proper marketing objectives in order to bring effectiveness
into its business practice. ASC is trying to create a marketing objective that will foster strategic
advantage in its business in near future. In this context, the management of ASC is trying to set a
SMART objective so that the purpose and planning of the marketing objective will create an
outline for Australian Skin Clinics to resolve the challenges effectively.
Elements Objectives
Specific To increase the sales of Australian Skin Clinics up to 3% within the next 2
years.
Measurable To escalate the percentage of customers up to 5%.