Marketing Plan for Organic Cosmetics

This presentation outlines a marketing plan for effectively marketing organic cosmetics products to both regional and international customers. It includes background information, SWOT analysis, PEST analysis, marketing objectives, product strategy, pricing strategy, place strategy, promotional strategy, marketing tactics, financial projections, and measuring marketing performance.

Marketing Plan

Introduction
The marketing plan is required to be
formulated for effectively marketing the
organic cosmetics products to both regional
and international customers.
The products are made of natural ingredients
and are packed based on use of recyclable
materials.
Use of pharmacies, retail and online
platforms are used for marketing of products.

Background
NatureCare started its operations during
1996 and is based in Brisbane.
It specialises in the production of natural and
organic cosmetic products
Its operations are handled by a total of 12
people
The customers are mainly women customers
and millennial groups that focus on procuring
cosmetic products from pharmacies.

Background (Contd...)The industry for cosmetic
products in Australia is
valued for around $4.98
billion during 2015.
It is expected to amount
to $7.76 billion by 2020
at a CAGR of 9.31
percent.
The industry is divided
along different segments
like personal care,
hygiene, skin care, oral
care, hair care and
fragrances.

SWOT Analysis
NatureCare has an established presence in
Australia and markets its organic and
naturally made cosmetic products through
use of pharmacy stores
Prices of cosmetics are made higher than
that of its competitors like Jurilique and
Botani that tends to impose challenges for
NatureCare.

SWOT Analysis (Contd...)
The company gains competence in marketing
its products through use of retail stores while
women customers in Japan are interested in
high-quality premium cosmetic products.
NatureCare tends to earn threat from the
entry of foreign companies in the cosmetic
market in Australia.

PEST Analysis
The Australian government has put a ban on the
testing of cosmetic products on animals .
The growth of disposable income in the hands of
Australian consumers contributes in increasing the
demand of cosmetic products.
The Australian consumers are interested in using
natural and organic cosmetic products that are highly
priced in nature.
The use of social networking platforms like
Instagram and Facebook and e-commerce platforms
are used by cosmetic companies for marketing of
products.

Marketing Objectives
NatureCare focuses on increasing the market
share of the organisation by around 15
percent while augment the level of product
awareness by around 20 percent.
It also aims to gain a market growth rate for
its sales figures by around 10-15 percent
within a span of three years.
The amount of online sales for the product is
taken to increase by around 20 percent
within a span of two years.

Product Strategy
The cosmetic products like
cleansing creams, moisturising
creams and facial scrubs are
mainly organic in nature and
are made of natural
ingredients.
 The company is focusing on
generation of skin products that
would fall in the category of
one-size fits for international
customers.
The natural and organic
cosmetic care products would
be at the growth stage while
one-size fits for all products in
research and development
stage.

Pricing Strategy
NatureCare aims at pricing its products
based on use of skimming price strategy such
that it would help in generating greater
revenues.
In international markets like Japan it focuses
on marketing its products through use of
premium pricing standards.

Place Strategy
NatureCare focuses on distributing the
products through the use of wholesalers and
retailers in the Australian region.
It also focuses on incorporating an e-
commerce paradigm for reaching the
cosmetics products to Japanese consumers.

Promotional Strategy
NatureCare would focus on developing full and half
page advertisements for its natural cosmetic products
and published along beauty magazines and
newspapers.
The development of advertisements is also required to
be carried out for television and radio broadcasting
mediums.
In-store campaigns need to be carried out along
departmental stores along with outdoor advertising.
Use of social networking platforms like Facebook,
Instagram and Pinterest need to be used for promoting
the products to international and regional consumers.

Marketing Tactics
Design communication for social networking
platforms like Instagram and develop SEO
Articles.
Networking with retailers and distributors for
marketing of product offerings.
Marketing of products through use of e-
commerce platform and social media
platforms.

Financial Projections
Expenditure to be incurred for carrying out
the promotional activities would amount to
around AUD 8000.
Training costs of staffs for e-commerce and
retail operations would amount to AUD
12,000.
Projected sales figures are taken to amount
to AUD 40,000 thereby generating a profit for
around AUD 20,000.

Marketing Performance
Use of Return-on-Investment to be used for
measuring the returns based on the
generation of investments for the
implementation of the different strategies.
The returns on investment would be
measured by NatureCare based on Revenue
from Sales/Total Expenditure x 100 and would
be reflected as a percentage.