Marketing Strategy Analysis of Mehta Body Products

This marketing strategy analysis of Mehta Body Products proposes a SPF 65 sunscreen cream for professional women who have to travel in different climatic situations. The target audience is female customers between the age group 22-40 who are into a profession. The organization will undertake a product differentiation strategy and utilize paid advertisement strategy for marketing the product. The product offering falls under the category of convenience customer product. The new product development process will be followed to maintain the smooth functioning of the systems. The brand logo and ambassador are also discussed.

Running head: MARKETING STRATEGY ANALYSIS
Marketing strategy analysis of "Mehta Body Products"
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1MARKETING STRATEGY ANALYSIS
Table of Contents
Answer to question 1.......................................................................................................................2
Answer to question 2.......................................................................................................................3
Answer to question 3.......................................................................................................................3
Answer to question 4.......................................................................................................................3
Answer to question 5.......................................................................................................................4
Answer to question 6.......................................................................................................................4
Answer to question 7.......................................................................................................................5
Answer to Question 8......................................................................................................................6
Answer to Question 9......................................................................................................................6
Answer to Question 10....................................................................................................................7
Answer to Question 11....................................................................................................................7
Answer to Question 12....................................................................................................................8
Answer to Question 13....................................................................................................................8
Answer to Question 14....................................................................................................................9
References......................................................................................................................................10

2MARKETING STRATEGY ANALYSIS
Answer to question 1
Product offering
Mehta Skin Care will propose a SPF 65 sunscreen cream, which will help the customers
in protecting their skin from the harmful UV rays of the sun. In this connection, the value that is
proposed by the organization aimed at fulfilling the requirements of the professional women who
have to travel in different climatic situations.
Demographics
The concerned organization will be targeting the female customers between the age group
22- 40 who are into a profession. The beauty needs of the professional women will be targeted
by the concerned organization while proposing their product offering.
Psychographics
The basic psychology of the professional women is based on the concept of “Look good,
feel good”, which will be helping the organization in targeting the audience as per the value
proposition. On the other hand, the increasing needs of the professional women relating to
protection of their skin from the harmful UV rays will be helping the organization in positioning
the product as per the needs of the audience.
Lifestyle
The changing lifestyle of the people and the increasing employment of the women will be
helping to support the potentiality of the target audience. The organization will target the
medium and high income group of self established female customers who are conscious of their
skin’s health.

3MARKETING STRATEGY ANALYSIS
Answer to question 2
The concerned organization will be undertaking paid advertisement strategy for
marketing the product. Paid advertising strategy will be helping the organization in utilizing
different media types like commercials, flyers and online which will assist the business in
attracting the attention of huge amount of customers towards the proposition.
Answer to question 3
The organization will be undertaking a product differentiation strategy, which will aim at
upholding the uniqueness of the sunscreen cream. The unique value proposition of the sunscreen
cream will help the concerned organization in achieving a competitive advantage over the other
players. The positioning strategy that will be undertaken by the organization will be dependent
on the value that the product will offer to the targeted women customers (Smals & Smits,
2012).
Answer to question 4
Yan and Dooley (2014) stated that the positioning statement of an organization will help
the same in attracting the attention of majority of the customers. In this relation, the organization
will aim at framing the positioning statement in order to attract the attention of the professional
and beauty concerned women.
“Best protection you can offer to your skin”

4MARKETING STRATEGY ANALYSIS
Skin protection through from harmful UV rays
3 levels of the sunscreen
Actual product
Augmented product
Reputed brand image
Enhanced quality
Introducing SPF 65
Effective design for office goers
Attractive package
Good after sale service
Provision for warranty ensuring defectsSuitable product designing process
Home delivery services
Answer to question 5
Answer to question 6
The organization will be offering the sunscreen SPF 65, which fits into the beauty and
cosmetics sector. The product offering of the organization thereby falls under the category of
convenience customer product. The convenience customer products are easily available in the
market which will be helping the organization in maximizing the sales volume. In this
connection, the sunscreen cream is widely available in the different market locations at a lower

5MARKETING STRATEGY ANALYSIS
cost. It will be helping the organization in attracting the attention of wide range of potential
professional women customers.
Answer to question 7
The new product development process helps an organization in facilitating the systematic
functioning of the systems as per the needs of the business (Rundh, 2013). In this connection,
the SPF 65 sunscreen will go through a number of steps in order to maintain the smooth
functioning of the systems as per the objectives of organizational sustainability. The first stage of
the new product development process is the idea generation (Patrutiu-Baltes, 2016). In this
stage, the organization will undertake a market research in order to identify the key requirements
of the professional women and thereby generate a idea of the product. The second stage of the
process is related to screening of the idea and thereby identifies the applicability of the idea as
per the needs of the customers. The third stage of the process is concept development and testing
where the organization will be undertaking steps to conceptualize the framework and thereby test
the product’s value proposition.
The fourth stage of the process is related to the marketing strategy development where the
concerned organization would take steps to identify the promotional tools for successfully
attracting the attention of the customers. The fifth stage of the process is based on business
evaluation or market evaluation, which will be helping the concerned organization in
understanding the capabilities and competencies of the same while operating in diverse
economies. The sixth stage of the process is the product development, which will assist the
organization in adhering to the needs of the target customers. The seventh stage will involve the
test or pilot marketing, which will help the organization in understanding the market demand that

6MARKETING STRATEGY ANALYSIS
is faced by the proposition in the target regions. It will also help the organization in positioning
their product offering in the respective regions as per the demand faced by the same. The eighth
stage of the process is related to the commercialization of the product to support the development
of the new proposition and maintain the availability of the same in the target markets.
Answer to Question 8
 In the product development stage the “Sunscreen with SPF 65” the product will be
developed as per consumer needs and expectations regarding sunscreen
 In the introduction stage “Sunscreen with SPF 65” product will be launched in the market
and the revenue making objective will not be considered as the focus will be on
promoting the product.
 In the growth stage the product will be promoted through discount coupons and skincare
benefits offered such as increased sun protection de (Koeijer, Wever & Henseler, 2017).
 In maturity stage the product will face challenges from identical products launched by its
competitors and to sustain the company will made modifications in its offering to
increase sales.
 In decline stage the product will no longer be referred by consumers due to availability of
several advanced and substitute products. Low or competitive pricing strategy will be
employed in increasing product sales.
Answer to Question 9
In the maturity stage, “Sunscreen with SPF 65” will focus on promoting its market
offering in a way that it satisfies changing consumer expectations. The company will promote
sales of the product through offering coupons, gist cards and discounts in sustaining the product

7MARKETING STRATEGY ANALYSIS
longer in the market than its major rivals. Additionally, the company will satisfy consumer
expectations through entering new market segments and through improving features and benefits
offered by the product (Lockrey, 2015). Adding more skin replacement ingredients along with
produce modification through introducing more aroma variants can satisfy consumer
expectations in the maturity stage of the product lifecycle.
Answer to Question 10
In offering the product “Sunscreen with SPF 65” to the target consumers the company
will use sustainability measures in labeling and packaging of the product. The product will be
packaged in reusable container and it will be labeled with compostable paper. The sustainability
measures are followed by the company based on which eco-friendly labeling and packaging
measures are employed for the new product (Truong et al., 2017). Sustaibake materials will be
used in packaging the products of all sizes those are recyclable such as paper, bamboo and post-
consumer recycled plastics in order to decrease their carbon footprint.
Answer to Question 11
In order to promote the product “Sunscreen with SPF 65”effectively there is a need to
establish effective reputation, personality or brand for the same. This is because a brand name
conveys the service nature and also facilitates in differentiating the product from that of its
competitors (Zhang, Liang & Wang, 2016). Through promoting the product under a brand name,
the company can ensure increased consumer trust, recognition, positioning in consumers mind
and also facilitates in creating communicative message that illustrates unique value provided by
the product. Good branding of “Sunscreen with SPF 65” will include creating logo that can

8MARKETING STRATEGY ANALYSIS
increase company’s value that can develop effective perception of company’s consumer service,
advertising and reputation.
Answer to Question 12
The brand logo that is selected for promoting the product “Sunscreen with SPF 65” is
indicated in the figure below:
The message that is communicated from the logo is that the product will be consumers
best friend forever as it will be long lasting on skin to maintain it relaxed and healthy. The logo
will convey that the lotion will provide friendly care and will also help consumers to care for the
health of their body (Truong et al., 2017). The logo set for the product is highly presentable for
its target consumers and communicates that the company offers skin friendly products that is
suitable to all skin types along with offering rejuvenating benefits to the demanded or pre-aging
skin caused from ultraviolet rays.
Answer to Question 13
A co-branding opportunity is created for the market offering of “Sunscreen with SPF 65”
as it is considered to be beneficial for both the organizations. The co-branding strategy Mehta
Body Products Company will get into strategic alliance or partnership with “Cover girl”
magazine in order to create marketing synergy. In this co-branding strategy, the cosmetic

9MARKETING STRATEGY ANALYSIS
company will attain benefits of advertising the product in the magazine that is mostly bought by
many of its target consumers. This will further attain increased product reach among the
consumers (Zhang, Liang & Wang, 2016). On the other hand, the magazine organization will
also attain the advantage of increased purchase through advertising the new product launch in the
market having unique skincare benefits. The consumers will tend to purchase more of “Cover
girl” magazines in order to know more about the product advertisement.
Answer to Question 14
The Brand Ambassador that will be selected for the “Sunscreen with SPF 65” will be Dia
Mirza. The celebrity brand ambassador is selected for the reason that the consumers are likely to
purchase the product if they come to know that Dia Mirza is associated with the brand. This is
because she has been former Miss India and a style icon that has numerous fans in the nation
(Lockrey, 2015). It is deemed to disadvantageous to sign an ambassador that is associated with
another product selected with similar product as the consumers might feel celebrities can endorse
anything that can earn them money and it can devalue the product offered by “Mehta Body
Products”.

10MARKETING STRATEGY ANALYSIS
References
de Koeijer, B., Wever, R., & Henseler, J. (2017). Realizing Product‐Packaging Combinations in
Circular Systems: Shaping the Research Agenda. Packaging technology and
science, 30(8), 443-460.
Lockrey, S. (2015). A review of life cycle based ecological marketing strategy for new product
development in the organizational environment. Journal of Cleaner production, 95, 1-15.
Patrutiu-Baltes, L. (2016). Inbound Marketing-the most important digital marketing
strategy. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series
V, 9(2), 61.
Rundh, B. (2013). Linking packaging to marketing: how packaging is influencing the marketing
strategy. British Food Journal, 115(11), 1547-1563.
Smals, R. G., & Smits, A. A. (2012). Value for value—The dynamics of supplier value in
collaborative new product development. Industrial Marketing Management, 41(1), 156-
165.
Truong, Y., Klink, R. R., Simmons, G., Grinstein, A., & Palmer, M. (2017). Branding strategies
for high-technology products: The effects of consumer and product
innovativeness. Journal of Business Research, 70, 85-91.
Yan, T., & Dooley, K. (2014). Buyer–supplier collaboration quality in new product development
projects. Journal of Supply Chain Management, 50(2), 59-83.

11MARKETING STRATEGY ANALYSIS
Zhang, H., Liang, X., & Wang, S. (2016). Customer value anticipation, product innovativeness,
and customer lifetime value: The moderating role of advertising strategy. Journal of
Business Research, 69(9), 3725-3730.