Marketing Strategy Development for Adore Beauty

This report delves into the marketing strategies of Adore Beauty, an Australian online cosmetic store. It covers company description, SWOT analysis, 5 C's analysis, marketing tactics, and more.

Marketing strategy development
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Table of Contents
Introduction:....................................................................................................................................3
Issue: 1- Description of company, its products, and related concept..............................................4
Issue 2: Analyze each of the 5 C’s for the organization..................................................................9
Issue 3: How does the firm go about collecting information.........................................................12
Issue 4: Developing marketing strategy........................................................................................13
Issue 5: Developing marketing tactics...........................................................................................16
Conclusion:....................................................................................................................................19
References:....................................................................................................................................20
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Introduction:
This report introduces to the concept of marketing. Adore Beauty is one of the leading online
cosmetic stores which is an Australian based company. This report presents the workings or
operations of Adore Beauty. In addition to this, the report shows SWOT and PESTLE analysis of
the company. Further, this report presents the major competitors and collaborators of the
company. This report also shows the needs of the customer and the issue or threat faced by the
consumers while doing shopping. In addition to this, the report shows the marketing strategies
with regard to market segmentation, positioning and value prepositions. This report also shows
the role played by the competitors in the formation of marketing strategies. This report even
presents the 4 Ps of marketing strategy which is a product, price, place, and promotion. This
entire report is presenting the marketing strategies which are adopted by the Adore Beauty to
target more and more consumers.
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Issue: 1- Description of company, its products, and related concept
Figure: Adore Beauty
Source: (Adore Beauty, 2018)
The cosmetic industry is controlled by international corporations which invented in the initial
20th century. Adore beauty is one of the famous organizations in the cosmetic industry. Adore
Beauty was discovered in the year 2000 and is Australia’s primary cosmetics shop to trade
completely online. This company is located in the Melbourne, Australia in the Greenbelt
of Northcote. The company was originated in the year 1999 by madam, Kate Morris, a business
scholar, at the age of 21 (Adore Beauty, 2018).
Industry- Cosmetic industry
Mission: Beauty is about self-assurance and self-confidence. The company has views that each
woman is worthy to watch out of the house each morning feeling beautiful. The company also
thinks that its customers are smart, and they are not required to be commanded around by a loud-
mouthed sales helper. The company's main mission is to make their customers feel more
confident each day; and to give its customers an authorizing beauty shopping experiences (Adore
Beauty, 2018).
Vision: The Company will bring the chief variety of brands so that the consumers can select
what they require. The company aims that the customers adore all the beauty buying, so the
company is continually working in the direction of creating the Adore Beauty experience as
supportive as conceivable. The company will expand its customer base in the near future and
will include more brands and products. Shopping with the company gives the customer an
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opportunity to have a beauty adventure. This is possible because the company offer gifts with
buying, luxurious experimental sized products, and samples the company is focusing on always
keeping its promises (Adore Beauty, 2018)
Value statement:
Our business process is directed by the following values: honesty and trust, Beauty, know-how
and innovation, social responsibility, tradition, focus on the user and quality.
Figure: Slogan used by Adore Beauty
Source: (Adore Beauty, 2018)
Slogan: The Company uses the slogan to communicate its purpose – “Pamper yourself in the
comfort of your own home”.
Market orientation: Market orientation is the Adore Beauty Company’s viewpoint which
focuses on meeting and discovering the desires and needs of its consumers through its product
mixture (Campelo, 2017).
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Figure: Marketing strategy used by Adore Beauty
Source: (Adore Beauty, 2018)
The Company is adopting strategies of giving free samples with shopping in the order above $50
and also does same day delivery. For example, the company offers foundation shade matcher,
offer live chats with beauty junkies, gives additional products on the; purchase of a single
product etc (Adore Beauty, 2018).
Product offered:
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Figure: Products sold by Adore Beauty
Source: (Adore Beauty, 2018)
 Skincare
 Makeup
 Hair
 Home & Fragrance
 Organic/Ethical
 Professional
 Gifts
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 Travel(Adore Beauty, 2018)
Role of brand: the role played by brand in marketing strategy is really significant. It helps in
improving the understanding of the consumers regarding the product. It even confirms
credibility. In addition to this, the role of the brand in marketing organizations strategy is vital.
brand motivates the buyers and creates user's loyalty to the company (Adore Beauty, 2018).
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Issue 2: Analyze each of the 5 C’s for the organization
a) Company :
Below mentioned is the SWOT analysis of the Adore Beauty company:
Strength
Made for all ages
Organic products (Charter, 2017).
The company is one of the biggest
online cosmetic retailers in Australia
Weakness
High prices of products
Only professionals can but their pro
products
Opportunity
Increasing online shopping experiences
International brands are available
Offer free samples
Threat
Faces competition from other online
cosmetic stores.
Makeup gets expired after a certain span of
time so there is an issue of overstocking
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b) Customer
The company is serving mainly to the Australian people. But being an online store can target
people from various parts of the world can visit and shop the products from Adore Beauty. The
consumers expect to get the products at fair prices and with some discounts or rewards. The store
is Australia’s foremost online shopping spot for haircare, makeup, and skin. The company
provides same-day delivery to its consumers as a consumer is really impatient when it comes to
beauty products. apart from all this, the company is also offering its consumer free samples and
giveaways. (Zito, 2017).
c) Collaborators
Initially, the company merely kept two minor Australian brands which are Santali and Baiame.
The foremost typical brand, Bloom was contracted in the year 2002. Later, the company
performed an agreement with Estee Lauder Companies to turn out to be an official agent
for Bobbi Brown, Estee Lauder, and Clinique brands. In the year 2016, The Company becomes
an authorized online seller of Dermalogical, Clarisonic, Lancôme, Benefit Cosmetics, Aesop,
and Kérastase. Further, In the year 2016, the company started increasing in workings in China
through the Alibaba Group. The company stated Adore Beauty Affiliate Program which offers an
inordinate partnership opportunity for persons who love makeup, skincare, our products, and
brands. The company is in partnership with Facebook and Twitter (Tuten and Solomon, 2017).
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d) Competitors:
The major competitors of adoring beauty store are MECCA BEAUTY, Sephora USA, Inc., and
Ultra Beauty. The company being online store easily faces the threat of new entrants (Adore
Beauty, 2018)
e) Context:
To have an understanding ion the context factors, A PESTEL analysis of Adore Beauty is sated
below:
Political: The political rules and regulations affect the company. The political wars reduce the
sales of the product.
Economical: Price rise or inflation rates have a direct influence on the sales and demand for the
products supplied by Adore Beauty.
Social: The social factors like the skin type, consumer preferences etc. must be acquired by the
company. Adore Beauty being a beauty story has direct connections with the society
Technological: technology plays a major role in the development of beauty products. Good
technology must be used while by the adore beauty company when making beauty products
Environmental: the company should consider environmental factors and should make organic
products so that there is no harm to the environment (Ramli, 2017)
Legal: the company should follow all the laws regarding online selling. breaching any law can
put the company in trouble.
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Issue 3: How does the firm go about collecting information
What customer wants?
The customers of the Adore Beauty require high quality of products at affordable prices. In
addition to this, the customers want that the company rewards its loyal customers. The Adore
Beauty company offers its customers various discounts and other benefits when they go
shopping as the everyday customer requires certain benefits or discounts when they shop. For
example 2 free samples on orders above $50 (Adore Beauty, 2018).
What competitors pose a threat?
The competitors pose a threat to price and product varieties. The main competitors of the Adore
Beauty are MECCA BEAUTY and Sephora USA. Both of these shops are making cheaper
products and trying to influence the minds of the buyer. Further, the competitors have a greater
variety of brands .it is important to identify the competition and assess their strength so that
effective strategies can be developed by the company to overcome competitions (Kemna, 2017).
How the context of business is changing
The context of business consists of legal, environmental and social factors. all of these factors
are changing and impacting the way in which adore beauty is managing its operation. Now the
company is targeting selling products on the basic skin types. The company is developing
contacts with communities and is donating in helping women. The company now takes into
consideration al the ethical was and cybersecurity top maintains the safety of information for the
consumers while shopping online. Hence the entire context of the adore beauty company has
significantly changed in the past years (Bempong, 2017).
What role do collaborators play in this process?
The collaborators are suppliers, business partners etc. all these collaborators plays a great role in
the marketing of the products. The collaborators mainly provide financial help to the company so
that they can expand its range of products and market. In addition, to this, the collaborations help
in bringing innovations and creativeness in the company.
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Issue 4: Developing marketing strategy
The marketing segments available to the Adore Beauty are with regard to the demographic
segmentation (age, skin type, and gender) as the company is focusing on selling makeups and
skin care products for women and men who are of all age and have varying skin types
Choice of the target market – women and men as the company want to serve the beauty needs
of both men and women. The primary target of the company is:
a) Young people, men, and women, between age 18 to 25
b) Individuals who are looking to improve their skin
A value proposition of target market –
The value proposition of the target market of Adore Beauty is mentioned below:
Value propositions Descriptions
More for more Premium products
High prices to cover up the high cost
More for the same Good quality at lower prices
Can be utilized to attract more for a more
positioning
Same for less Offers a good deal
Cut cost of operations
Les for much less Giving satisfactory products at lower prices
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(Ter Heide and Gontarz, 2017).
More for less This is the finest winni8ng preposition
A positioning statement of target market-
Figure: A positioning statement of the products sold by adore beauty
Source: (Alford, et. al., 2017).
The problem statement of the target market of Adore Beauty is mentioned below:
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 The company is unique because for the reason that it offers online selling of product which is
different from the on store selling.
 In addition to this, the company is offering same-day deliveries with no shipping or delivery
charges. Hence the company is positioned at a high rank in terms of products and services
offered.
 The posting statement is true because the consumers have hot deals, offer, and discounts of
buying.
 The Core belief of the company to serve top the best and offers high-quality products to its
customers (Alford, et. al., 2017).
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Issue 5: Developing marketing tactics
By using Marketing theories- the Marketing Mix of Adore Beauty consist of 4Ps which are
Product, Price, Place, and promotion. These 4Ps expands the advertising, distribution, and
pricing, strategies which are utilized by the Adore Beauty Company.
Figure: the 4P’s of marketing theory-marketing mix
Source: (Haludin, et. al., 2017)
Product:
Adore beauty is a prime cosmetics shop in the Australian market. Adore Beauty has an extensive
variety of services and products in its marketing mix, which are properly depicted in its stores
and websites. Adore Beauty deals with the following products to its consumers:
1) Skincare: body and bath, moisturizer, serum, cleanser toner etc.
2) Makeup: blush, concealer, foundations, primers, gloss, lipsticks etc.
3) Hair, setting spray, shampoo, serum, conditioners, hair mask etc.
4) Home and fragrances: candles, home fragrances, lotion, hand cream etc.
5) Organic: o0rganic conditioner, organic shampoo, mask, Exfloiaters etc.
6) Professional: pro- based products, eye makeups etc.
7) Gifts: motherly, skin gift, makeup day gift, man gifts etc.
8) Travel: tools and brushes, fragrances etc. (Adore Beauty, 2018)
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Figure: Various products sold by adore beauty
Source: (Adore Beauty, 2018)
Price:
Adore beauty is targeting its major consumers in Australia and valued its merchandises
accordingly. Adore Beauty also moves toward up several new collections and brands which are
aiming at the working women and its prices are marginally higher as compared to the normal
products. Also, Adore Beauty is having a completely high-class variety for glamour and model
world. It has outreached to the people in rural and urban areas and henceforth its prices are fixed
accordingly. As a consequence of the consumer welcoming pricing approach, Adore Beauty
stands out as one of the foremost shops of cosmetics in Australia. (Patil and Bach, 2017)
Place:
Adore Beauty is accessed by people from the entire nation with greatest comfort and suitability.
The company is having a stylish website. Adore Beauty is an Australia’s longest-operative online
beauty department and an authorized seller of around 200 prime worldwide beauty brands. Adore
Beauty being online store offers services at all the places.
Promotions:
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Adore Beauty is highly investing its money in promoting its business online. The company is
using slogans like “pamper yourself in the comfort of your own home”. The company is having a
facility team of beauty junkies who are ready to aid the customers with assistance on live chat
through email, social media and phone. The company even adopted the idea of offering
consumers with plenty of opportunities to have a trial before the consumer purchase with minis
and samples. In addition to this, adore beauty is trying to persistently improve its website with
nearby little apparatuses like foundation shade matcher, 2 free tasters on orders done above $50
etc. All these are the promotional strategies which are used by the company (Haludin, et. al.,
2017).
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Conclusion:
The above report concluded the significance of marketing in the Adore Beauty company. It is
really important for the company to identify its strength, weakness, and opportunities to develop
and grow. In addition to this, the report concluded the importance of conducting SWOT and
PESTLE analysis. Marketing mix strategies play a great role in framing effective and efficient
marketing strategies. It is important to analyze the value proposition and positioning statement to
evaluate and recognize the position of the company and its image in the global market. The
major competitors of Adore Beauty are MECCA BEAUTY and Sephora USA. It is important to
evaluate the strength of the competitors. further, this report concluded that company,
competitors, customers, and collaborators play a significant role in framing appropriate
marketing strategies for the Adore Beauty cosmetic shop. Hence, it is important for the company
to develop marketing and promotional strategies.
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References:
 Adore Beauty., 2018. About us. Adore Beauty. Available at : https://www.adorebeauty.com.au/.
[Accesed on: 18/01/2018].
 Alford, J., Douglas, S., Geuijen, K. and ‘t Hart, P., 2017. Ventures in public value management:
introduction to the symposium.
 Bempong, G.B., 2017. The effect of green branding on consumer purchasing behavior: A study
of the Ghanaian cosmetic market (Doctoral dissertation).
 Campelo, A. ed., 2017. Handbook on Place Branding and Marketing. Edward Elgar Publishing.
 Charter, M. ed., 2017. Greener marketing: A responsible approach to business. Routledge.
 Haludin, D.C., Sari, H. and Prihartono, B., 2017. Online Marketing Mix for Small
Business. Advanced Science Letters, 23(11), pp.10790-10793.
 Kemna, L., 2017. The body shop Indonesia (Doctoral dissertation).
 Patil, D.D. and Bach, C., 2017. Marketing-Mix For Strategy Building. Marketing, 4(4).
 Ramli, N.S., 2017. Green marketing: a new prospect in the cosmetics industry. In Sustainable
entrepreneurship and investments in the green economy (pp. 200-230). IGI Global.
 Ter Heide, M. and Gontarz, K.M., 2017. A brand positioning strategy recommendation for an
Asian cosmetics giant.
 Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage.
 Zito, S., 2017. Business model adaptation in the cosmetic industry: the Nyx Professional Makeup
case.
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