The Jojoba Company Business Plan

This assignment delves into crafting a comprehensive marketing strategy for The Jojoba Company. It outlines key aspects such as creating a nature-inspired store ambiance, implementing user-friendly purchasing processes with mobile apps and online platforms, leveraging social media for customer engagement, and fostering a strong internal culture aligned with company values. The assignment emphasizes the importance of research, innovation, and integrated business management systems to drive success.

Running head: MARKETING REPORT OF JOJOBA COMPANY
MARKETING REPORT OF JOJOBA COMPANY
Name of the Student:
Name of the University:
Author’s Note:

1MARKETING REPORT OF JOJOBA COMPANY
Executive Summary- This report is about the Jojoba Company of Australia. Issue 1 introduces
about the Company, its marketing orientation and products, Issue 2 discusses about the 5C of
marketing, Issue 3 discusses about the marketing intelligence and market research to gather
information about 5C, Issue 4 discusses about the market segment, target market, value
proposition and Issue 5 concludes with recommendation about the 4-7 Ps of marketing.

2MARKETING REPORT OF JOJOBA COMPANY
Contents
Issue 1..............................................................................................................................................3
Introduction......................................................................................................................................3
Discussion........................................................................................................................................4
Issue 2..............................................................................................................................................4
Issue 3..............................................................................................................................................6
How the Jojoba Company can learn about customers, competitors and changes in the market..6
Issue 4..........................................................................................................................................8
The market segments which are available to the organization........................................................8
Conclusion.......................................................................................................................................9
Issue 5..............................................................................................................................................9
Recommendation and Justification..............................................................................................9
Issue-5............................................................................................................................................10
Developing marketing tactics.....................................................................................................10
A detailed marketing mix...........................................................................................................10
Reference Lists..............................................................................................................................13

3MARKETING REPORT OF JOJOBA COMPANY
Issue 1
Introduction
The Jojoba Company was founded by Ian Turner and his daughter Vicki Engsall in the
year 2008.The products of the organization are manufactured from Jojoba plant which is grown
in the family farm and has powerful revitalizing properties for the skin. The organization belongs
to the beauty products industry that manufactures all products from natural ingredients of Jojoba
Plant. The value and mission of the organization is to provide customers a wide range of skincare
products ranging from baby oil to blemish control to products for matured skin, and all the
products have natural ingredients only. The value of the organization is to manufacture its
products with alignment to environmental sustainability. There are no chemicals added to the
various ranges of skincare products, the products are not tested on animals and there is no animal
derivates, petrochemicals or artificial fragrance added to the products. The marketing orientation
of the organization is to cater to the needs of the customers through generation of market
intelligence, dissemination of market intelligence and responsiveness. The Jojoba Company uses
modern digital tools and data mining techniques to gather information of customers and
competitors of the market. The tastes and preference of the customers are studied using
marketing intelligence tools and the Jojoba Company responds to the feedbacks of the customers
through digital platform like Company website, Facebook, Twitter etc, The products of Jojoba
Company cater to the diverse skincare needs of a wide range of customers including babies,
girls, women and men. The products of the Company are moisturizers, body lotion, anti-aging
products for matured women and face cleansers for men. The role the brand has in the
organization’s marketing strategy is that the organization position’s itself as a brand which is

4MARKETING REPORT OF JOJOBA COMPANY
completely manufactured from natural ingredients. The brand gains customer perceived value by
positioning itself by targeting customers who do not like chemical products and rely only on
natural skin care regime (Armstrong et al., 2015).
Discussion
Issue 2
a) The 5Cs of the Jojoba Company are as follows
A) The strengths of the Jojoba Company are as follows-
i) As suggested from the name of the Company, the products of the Jojoba Company are
manufactured from the Jojoba plant that is grown in the family farm of the Company. The
organization is committed to deliver products of highest quality to its customers. The products of
the Jojoba Company are a combination of organic and natural ingredients and Jojoba plant (De
Mooij, 2013).
II) The jojoba crop is nurtured in the farm which belongs to the family of the Company
and this crop is carbon negative and is grown with alignment with the sustainability factors of the
environment.
III) The organization is committed not to test its products on animals, perfumes, artificial
fragrances, chemicals, petrochemicals, parabens and colors are not added to the products.
B) The weakness of the Company is that the organization does not have strong global
presence. The organization does not have a strong distribution channel and it is not tied up with
huge number of retail store, the selective distribution strategy of the Jojoba Company does not
enable the organization to have a huge global customer base. The promotional strategies of

5MARKETING REPORT OF JOJOBA COMPANY
Jojoba Company should also be improved. Both Above the Line and Below the Line promotional
strategies should be adopted to market the products of the Jojoba Company (Singal et al., 2013).
C) The internal strengths of the Jojoba Company can be linked to the external
opportunities of the environment. The external opportunities of the macro environmental factors
that the Jojoba Company can leverage by utilizing its internal strength are to increase the global
presence. There is an increase in demand of products which are manufactured from natural and
organic ingredients. The Jojoba Company can gain a huge customer base from global customers
if the organization plans to expand its distribution globally (JOJOBA COMPANY, 2017)
D) The threats of the Jojoba Company is that the organization plays in a red ocean and
faces stiff competition from skincare beauty brands like The Body Shop ,A’kin, Sukin and Kora
Organics by Miranda Kerr.
c) The customers of the Jojoba Company are diverse babies, girls, women both young
and matured and men. The organization serves customers who have trust on natural and organic
products for their skincare needs and do not find chemical products trustworthy for the needs of
skincare. The customers of the brand generally demonstrate brand loyalty if the products suit
their skin type, then they can make repeat purchase from the Company. However, since there are
many available organic and natural skin care products in the market, the switching cost of the
customers from one brand to another will be low and customers generally prefer brands which
provide customized and tailor-made products to suit their skin type (Hollensen, 2015).
d) Collaborators- The Jojoba Company has in-house supply of ingredients from the
family farm of the Company in Yenda, New South Wales and Australia. The supply chain of the
Jojoba Company follows a Just-in-Time approach and products are delivered to customers upon

6MARKETING REPORT OF JOJOBA COMPANY
order from the Company Website. The Company is yet to build a strong distribution chain to
have a strong global presence and should tie-up with collaborators like Alibaba and Amazon.
e) Competitors- The competitors of the Jojoba Company are Jurlique, A’Kin, Sukin, Kora
Organics by Miranda Kerr, Gaia Skin and Body, Kosmea and Natural Insticnt. The threat from
the competitors is the advertising and distribution strategy of the competitors which are stronger
than the Jojoba Company. The threat from competitors is that customers have low switching
costs and easy exit barriers, so customers can easily switch to the products of the competitors.
The Jojoba Company needs to build loyalty among customers by adopting tools of Customer
Relationship Management (CRM) to combat threats from competitors. The new entrant in the
market is Gaia Skin and Body (Łopaciuk & Łoboda, 2013).
f) The technological factor that affects the organization is that customers trust a brand
that has strong presence on digital platform as well as retail stores. Modern technologies like
Enterprise Resource Planning software, Customer Relationship management software,digital
marketing tools should be integrated and implemented by the Company to achieve a good market
share.
Issue 3
How the Jojoba Company can learn about customers, competitors and changes in the
market
a) What Customers want? The needs and preferences of customers change continuously.
The Jojoba Company makes itself aware of the present and future needs of the customers by
adopting market intelligence tools. The Jojoba Company adopts data mining tools to understand
the shopping behavior of its customers. The organization uses other digital marketing tools to

7MARKETING REPORT OF JOJOBA COMPANY
interact with customers on digital platform like Facebook and Twitter to understand their tastes
and preference. Feedback is taken from customers online and the Company learns about
customers preferences and needs by market research which includes both primary and secondary
research (Ribarsky, Wang & Dou, 2014).
b) The Jojoba Company can learn about which competitors pose a threat through market
intelligence and market research about customers. The Jojoba Company benchmarks its products
against competitors’ products by studying the strengths and weakness of the Competitors. For
instance, Jurlique is the market leader of organic products and the Company uses e-mail
marketing techniques to educate the customers about the skincare products –the different benefits
and adverse effects of products are taught to customers through e-mails that are informative in
nature. Jurlique also has mobile app trough which payment is made easy for customers and also
Jojoba Company can learn about this strategy of Jurlique through market research about
competitors from social networks like Facebook, Twitter, Linkedin. The proper gathering and
recording of information about competitors, noting the strengths and weakness of competitors’
products, analyzing and interpreting this information enables Jojoba Company to learn about
competitors (Shen & Bissell, 2013).
c) The business of beauty industry is subjected to changes. The tastes and preference of
customers change continuously and there is threat from new entrants in the market. Also
competitors continuously focus on Research and Development for providing innovative solutions
to the changing needs of customers. The customers also have numerous choices of brands of
beauty in the market. Customers go through different stages of buying process like recognition of
problem, search of information, evaluation of alternatives, decision of purchase, purchase and
post-purchase behavior before purchasing a product. The Jojoba Company can learn about this

8MARKETING REPORT OF JOJOBA COMPANY
information of the changes that the beauty industry is undergoing through tools of marketing like
the marketing information system (MIS). It is of prime importance for Jojoba Company to use
marketing intelligence and market research tools to sense the changes that the beauty industry is
going through to survive in the competitive market in the long run (Foxall, 2014).
Issue 4
The market segments which are available to the organization
Demographics- The organization can segment its market on base of age group and gender
like babies, girls, young and old women and men. The market can be segmented based on the
income, lifestyle, gender and culture.
Geographic- The Jojoba Company has segmented its market geographically, follows an
ethnocentric approach and serves the needs of customers of Australia with products from organic
and ingredients of Jojoba grown from family firms of the company in New South Wales. Though
products of company can be ordered from China, the United Kingdom and the United States of
America through online website of the Company, yet it can be understood that Jojoba Company
does not serve global customers and restricts its customer base predominantly to Australia
(Meffert, 2013).
Psychographic and Behavioral Segmentation-Jojoba Company segments its market on the
basis of the Values, Attitude and lifestyle of customers. The market of Jojoba Company can be
segmented into customers who invest in beauty products, are conscious about their looks and
believe in the charm of looking young. The value and lifestyle of these customers are oriented
towards paying a premium price for beauty products (Kusumawati & Indrayanto, 2013).

9MARKETING REPORT OF JOJOBA COMPANY
Conclusion
Issue 5
Recommendation and Justification
The target market of Jojoba Company is babies, girls, young and old women and men.
The organization targets customers who have preference for products with natural and organic
ingredients and trusts in the powerful revitalizing effects of Jojoba on skin. The customers have
good disposable income and do not opt for chemical products to satiate the needs of their
skincare regime. This target market is chosen because Jojoba Company caters to all age groups
but do not serve customers who rely on chemical ingredients for their skincare needs.
Value Proposition for the target market-Jojoba Company can create value for the target
market by serving them best quality products with Jojoba, natural and organic ingredients. The
Company can create value for its customers by offering them a competitive price and by
continuously investing in Research and Development to develop better quality products.
Customer Perceived Value can be created by Jojoba Company by building strong relationship
with customers through digital platforms like Facebook, Twitter, Instagram and by taking
feedbacks form customers and incorporating these feedbacks in the new product and service
development process (Kotler et al., 2016).
Value Proposition Statement- The value proposition of Jojoba Company is to deliver
natural skincare treatment without any harmful chemicals.

10MARKETING REPORT OF JOJOBA COMPANY
Issue-5
Developing marketing tactics
A detailed marketing mix
Products- The product line of Jojoba company ranges from cleanser, moisturizer,
exfoliating masks , baby care products, lip and eye care products, hand and body products,
serums and oils as well as products are available in gift and travel packs. There is multiple
product width within each product line which provides customers with customized and tailor-
made solutions for their skin like blemish control products, products for anti-aging, products for
oily skin and acne, products for dry and sensitive skin and products for stretch marks. The Jojoba
Company should focus on research and innovation to manage its diverse product line. The Jojoba
Company should also extend product line and add more products under each line for men. The
products of men can be sun-screen, face wash, hand and body moisturizer. Also Jojoba Company
should add more products for babies in their product line.
Price-The price of the products will depend upon the category of the product. The price
of a lip balm of the Jojoba Company can be around 10 AUD, price of body lotion can be around
22 AUD and the most expensive products in the product category of Jojoba Company would be
serums with anti-aging properties that can arrest the age of women with price around 70 AUD.
Place-The place where the Jojoba Company sells its products are the United States, the
United Kingdom, Japan, China and home country Australia. However it is strongly
recommended that the Jojoba Company should sell its products in the global market and build a
good distribution chain so that products of the Jojoba Company can be purchased by customers
across the globe those who are interested in products with natural ingredients.

11MARKETING REPORT OF JOJOBA COMPANY
Promotion-The Jojoba Company should use both Above the Line and Below the Line
Promotional strategies to promote its products. Products of Jojoba Company should be promoted
on digital platforms through social media platforms like Facebook, Twitter, Instagram and
Youtube. The digital platform can be used for promotion of products to global customers.
Advertising on local beauty magazine and hoardings on main city roads can be conducted in
home country Australia. The Jojoba Company should also promote use Below the Line
promotional strategy to promote its products like in-store promotion.
Physical evidence- The Jojoba Company should have exclusive stores for its beauty
products like the Body Shop. The store layout, the visual merchandizing elements in the store
will be a part of physical evidence. Customers visiting the store should feel fragrance of nature
and the stores should be decorated with pictures, visual effects and lighting that symbolizes
nature. The Jojoba Company should also use modern technology to make its website more
attractive and easy to navigate.
Process- The process of purchasing the products should be made easy for customers. A
mobile app could be built so that customers can make easy and safe payments. Jojoba Company
should have back office to handle the various departments like marketing, sales, digital
marketing, finance and human resource. The Jojoba Company should also have a strong
distribution and logistics management system with modern tools. The Company should
collaborate with other online platforms like Amazon and Alibaba to make its products easily
available to customers around the globe. A personalized relationship should be built with
customers through social media platforms like Facebook and Twitter. The Company should
continuously focus on research and innovation and add more product line and diversify its
product range. All business processes of Jojoba Company should be managed in an integrated

12MARKETING REPORT OF JOJOBA COMPANY
way using modern software like Enterprise Resource Planning software, Customer Relationship
management software.
People- The people of the Jojoba Company which will include the human resource
should be committed towards serving customers and should stick to the promise of service
delivery. The internal values of the people of Jojoba Company should be in alignment with the
vision and mission of the Company.

13MARKETING REPORT OF JOJOBA COMPANY
Reference Lists
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction.
Pearson Education.
De Mooij, M. (2013). Global marketing and advertising: Understanding cultural paradoxes.
Sage Publications.
Foxall, G. (2014). Strategic Marketing Management (RLE Marketing) (Vol. 3). Routledge.
Hollensen, S. (2015). Marketing management: A relationship approach. Pearson Education.
JOJOBA COMPANY. (2017). thejojobacompany.com.au/. Retrieved 25 September 2017, from
https://www.thejojobacompany.com.au/
Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2016). Marketing
management. Pearson Education Ltd..
Kusumawati, I., & Indrayanto, G. (2013). Natural antioxidants in cosmetics. Stud. Nat. Prod.
Chem, 40, 485-505.
Łopaciuk, A., & Łoboda, M. (2013, June). Global beauty industry trends in the 21st century.
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Singal, R., Garg, A., Singla, S., & Bhadal, I. E. T. (2013). Green Marketing: Challenges and
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