Strategic and Tactical Marketing Plan

This study discusses the effectiveness of marketing mix in satisfying the needs of target customers and promoting the brand. It focuses on the target customer persona of Rose William, who prefers beauty products made with natural ingredients. The study analyzes the marketing mix elements and provides recommendations for improvement.

Marketing Management
Strategic and Tactical Marketing Plan

Executive summary
This present study discussed effectiveness of marketing mix which allows customers
to make buying decision by comparing all 7P’s of different companies. Company will focus
on its beauty product development for satisfying needs of its target market who prefer to
use beauty cream, made with natural ingredients. Marketing mix gives all details of products
to customers whom they want to buy like their effectiveness, features, durability and
others. It also shows effectiveness or reasons of targeting customers and knowing their
persona as it makes marketers able to focus on appropriate criteria for satisfying needs of
them and making them able to buy products. Company will then focus on some areas which
they need to improve more for satisfying target customers and retain them with the brand
for the long run.
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Table of contents
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Executive summary....................................................................................................................1
1 Introduction........................................................................................................................3
1.1 1.1 Strategic marketing...............................................................................................3
1.2 1.1.2 Aims and objectives............................................................................................3
2 Target Market Persona.......................................................................................................3
2.1 2.1 Description.............................................................................................................3
3 Marketing Mix Analysis.......................................................................................................6
4 Recommendations............................................................................................................10
5 Conclusion.........................................................................................................................11
REFERENCES.............................................................................................................................13
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2 Introduction
1.1 1.1 Strategic marketing
Strategic marketing includes all activities which allow company in accomplishing their goals
as in this type of marketing, company mainly focuses on goals. In tactical marketing,
companies focus on details for accomplishing goals (Zabelina Maria and Ivashkova, 2018).
This present study is based on Nude by nature, personal care Company based in Sydney,
New South Wales, Australia. It focuses on developing its beauty product as per the needs of
its target customer. This present study is going to focus on target customer, Rose William,
who is health, and skin conscious, prefer to use beauty products made with natural
ingredients. Main product on which this company will focus on is sheer BB glow beauty
cream as target customers prefer to use beauty product made with natural ingredients.
1.2 1.1.2 Aims and objectives
One of the main aims of this study is to identify appropriate ways or making use of
marketing mix which can satisfy needs of target customers and promote brand. Data driver
customer persona gives reasons to company for targeting people with specific criteria and
attracting them for buying their products. Further, it will also discuss importance of
marketing mix and all its elements as how it makes marketer able to make changes in some
strategies as per the needs of target market.
3 Target Market Persona
1.3 2.1 Description
In essence, personas are becoming the fictional representation of segments of
buyers as per their real data. It can identify the behaviour of individuals towards product as
well as services. The description related to the data driven and selecting client as “Rose
William” intense 30 years old lady who loves to use different cosmetic items. She was
always conscious because of their healthy skin so that they can purchase an item with Nude
by Nature firm (Widyanto and Agusti, 2020). Rose William is one of oldest client of Nude by
nature firm. That’s why Nude by nature give more preference in term of price, quality. Rose
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William concise about their healthy skin so that it may prefer to purchase product from
Nude by nature.
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Goal and desire
The Primary goal or desire of Rose William that should protect their skin, she will be
buying 100% natural beauty cream from Nude by nature firm (Widyanto and Agusti, 2020).
 Be accepted and sought out as fulfilling the demand of existing client (Rose William)
 Stay connected with the staff member of “Nude by nature”, identifying the new
products as well as services.
 Rose William is selecting the favourite beauty cream item through online website of
“Nude by nature”.
Why Nude by Nature firm focus on Rose William (Client)
The reason for Nude by nature firm is targeting the “Rose William “because She want to
purchase a beauty cream and made from 100% natural ingredient or formulated without
any synthetic ingredient perspectives.
Another reason is that when it is influencing the Rose William can purchase the
product and service within Nude by Nature enterprise. In some situation. “Rose William”
has significant influence over natural organic item, those are protecting the quality of skin.
In this way, Rose want to identify the suitable beauty cream product, always purchase
experience items according to need or requirement.
Why Nude by Nature firm selecting Rose William
Rose William always want to purchase beauty cream and also contained 100% natural
elements to protect rose skins. This is reason where Rose William attracting towards beauty
cream. She became professional women to look beautiful always (Marasca, 2020). That’s
why; she was purchasing the different supplements and skin care item for glowing the skin.
“Nude by Nature” Company will be inspiring or motivating their potential client towards
goods and services. “Rose William” can purchase the beauty cream in order to maintain
both health and wellness. This is reason why Rose William purchase beauty within
reasonable price because it is more convenient (Widyanto and Agusti, 2020). Company has
focused on Rose because she became client and easy to target with natural beauty cream.
Afterwards, nude by nature firm will bring change in quality, price and availability in global
world
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On the other hand, it can identify that Rose William used natural ingredient products
such as beauty cream. In past years, she was experienced about the certain beauty cream
from Nude by nature. So as, it can easily attracting towards products as well as service
(Marasca, 2020). When she is going to outside on daily where they can use beauty cream on
regularly. She always know that motivate or inspire to use different beauty cream
(Widyanto and Agusti, 2020). In this way, Rose William can develop as trust, loyalty towards
beauty product. Nude by nature firm is targeting “Rose William” because she is becoming as
regular customers, existing the good positive impression from Nude by nature.
In addition, it is also found that this company mainly focuses on women with the age
group of 30-59 years old and Rose William is also 30 years old. Rather than, it also focuses
on people who are skin conscious with high income, spend more on makeup. All these
criteria have been taken into consideration while targeting Rose William. One of the main
reasons of this target criterion is increasing sales and satisfies needs of such target market
and improving brand image in the eyes of customers. This target customer is skin conscious
and prefers to use products made with natural ingredients. So, from this target market
criterion it can be said that it mainly focuses on people with high income who are skin
conscious and also invest money in beauty and personal care products and wants products
made by natural ingredients and it fits in all needs of Rose William (Thao and Duong, 2019).
Rose William is one of its target permanent customer, skin and health conscious; prefer to
use natural ingredients of personal care beauty products which can give her natural glow
without any side effects. So, this brand is the one who can satisfy needs of this customer
and can also make them able to promote its brand with other propel via words of mouth.
4 Marketing Mix Analysis
There are several personal care brands in Australia in which some are well known and
successful and some are trying to being in the competition. One of the main key functions of
success of is marketing function. With marketing and appropriate tools they interact with
their customers via different effective promotional and communicational modes. It makes
customers’ feel valued and motivated (Andika and Susanti, 2018).
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One of the main messages which Nude by nature wants to give to its target customer
Rose William and on which it works is: Purity in the formulation and uncompromising
performance have been main principle since 1995, when it’s launched. This message can
help this company out to retain its target customers because from target persona of Rose
William it is found that she wants qualitative beauty cream, made by natural ingredients.
Marketing mix is a combination of 7 P’s which includes and provide details of products
to customers’ such as: pricing strategy, promotional strategies, place, people, physical
evidence and process. It is found that Rose William is skin conscious as she wants to use
natural products and specially beauty cream which do not have side effects and give natural
look and Nude by Nature is one of the famous and one of Australia’s most beloved makeup
brands and one of the main features of this brand and products is it is long lasting (Nude by
Nature’s Data and Personalisation Journey, 2016).
Products: There are several personal care beauty products which Nude by nature offer
to its customers and attract them for buying its products. But in regards to its target
customer Rose William it has some beauty cream products which can satisfy needs of its
target persona. Some main products which may be loved by its target customer (Rose
William) are sheer glow BB cream. It is also found in target persona that Rose Williams love
to make her skin glow by using natural personal care products and it is one of the main
products which satisfy her needs with glowing skin. One of the other main features of this
sheer glow BB beauty cream is it is made by natural ingredients which do not have side
effects on skin and provide natural look. It given 100% quality guarantee as there is no side
effects of it. It also provides all details or post sale service like their usage, usage in quantity,
the best time of using and all. Nude by nature is written on all of its products as it can
protect customers against breaches and buying of duplicate products.
Price: Pricing is all depend upon the quantity of products as it provides same product
in different for making people able to buy and afford it. For satisfying its target customers
and making them able to buy beauty cream it can provide it in small quantity at affordable
price. It is being sold in $29.95. It mainly focuses on competitive pricing strategy for being in the
competition. It also provides discount to its customers on certain level or specific quantity of purchasing
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which can help it out to attract its target customer. It also provides several other offers as a pricing such as
get 500 discounts on buying of 2000 shopping etc.
Promotion: It is found that Nude by nature wants to tackle cross channel
personalization and avoid siloed activities. For promotion it mainly focuses on E-mail and
website personalization. One of the main promotional strategy and mode of promotion who
attracted Rose William, target customers is social media platforms and official website.
Nude by nature also believes that creative theming and sales promotions like
providing coupons, discounts and advertising in television can grab attention of people and
it is one of the main reasons of attracting target customer. Digital way of promotion save
their time and cost as they do not have to meet their customers face to face. In addition, it
is also found that for more attracting customers it works with Polkadot communication
team which allows it to attract customers’ and making them aware about this brand.
Place: It is found that it provides facility to its customers to buy products online or via
its official website. It also focuses on personal selling as it helps it out in identifying needs of
customers. It is also found that by focusing on personal or direct marketing it can solve all
problems of its target customers like their requirement and reason of using only organic
products or beauty products made with natural ingredients. In the context of target
customer who wants to buy only beauty cream made by natural ingredients, online
purchasing may be suitable and convenient. It provides home delivery which can satisfy
needs of its target customers and can motivate them.
Figure 1: Packaging of Nude by Nature
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Sources: (Nude by Nature, 2016)
Process: It is one of the main elements of marketing mix in which refers processes,
mechanisms and flow of activities that occur when business and customers interact with
each other’s. It includes a process of booking products, getting products, process of
payments and others. Nude by nurture provides online booking opportunity to its
customers which can satisfy their needs. Customers can make online payment or can pay by
visiting stores. It also focuses on maintaining a balance between demand and supply and by
improving relation with suppliers it gets all raw materials at affordable price. Sales
department of this company also helps it out in delivering of products as per the need of
customers'.
People: It is found that this company has a pool of talent workforce which helps it out
in accomplishing goal. For motivating them it provides effective working environment. This
effective working environment increases concentration and performance of employees and
make them able to satisfy target customer's needs. Skilled workforce makes this company
successful as they give answers to customers related to all products which this company
offer like durability, ingredients used in products.
Physical evidence: There are some physical elements which helps marketer in
attracting customers. It includes: packaging, online experience and place where the service
is delivered. In the context of packaging and physical evidence, it is found that it makes use
of attractive packaging like wooden boxes for beauty cream product, have attractive interior
and unique websites. it can satisfy needs of Rose William as she can see all ingredients used
in it. It also provides travel by size pouches as per the customers' needs, and they can take it
with them easily. (da SILVA and Santos, 2020). It focuses on providing attractive as well as
real messages such as: purity is the key of our brand, no side effects, quality and 100%
guarantee and others.
For retaining target customer (Rose William) and making her able to not to switch
brand, to promote Nude by nature increasing sales, it focuses on making its message
attractive and also providing some offers. For measuring its success and effectiveness of
promotional program it focuses on high level of coverage both in product placement and
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editorial coverage. So, overall it can be said that all elements or 7P’s of marketing mix makes
it able to satisfy needs of its customer or target market but still there are some factors on
which it needs to focus on for becoming the market leader and increasing sales.
5 Recommendations
As per customer based analysis, it has been recommendations that evolve the
marketing mix concept for establishing better coordination between organisation and
existing consumers. It helps for promoting the need or requirement of “Rose William”,
providing the best quality of beauty cream item. It has been justifying the marketing mix
concept for consideration of price, product, place and physical existence of enterprise.
The suggestion is based on the performance to measure current ongoing plan where
they can easily have integrated with communications tools or platform. “Nude by nature”
will be emerging digital technology to increase the effectiveness of email marketing
campaign. It is helping to increase the demand of business all around the world.
Organisation will be implementing the new approach in context of communication. Further,
it can promote the quality of goods and services in marketplace. It helps to uncover
communication platform that enterprise is gravitating towards or reveals about the better
production of natural item.
When Nude by Nature Company is targeting the customer persona like Rose William
through natural ingredient made beauty cream that always attract towards brand
(Steenkamp, 2017). At that time, it suggested to consider communication strategy for
delivering the accurate message, be trustful and as complete as possible (Tao, Wei and
Huang, 2019). Generally, it will be implementing the direct interaction process through
digital techniques such as website, email. It is the simplest way to share accurate
information of product and service (Muljana and Luo, 2019). But it is important for nude by
Nature firm is to maintain the honestly and likely be more supportive. As a result, it is more
engaged with potential client through innovative product.
In additional, It has been focused on the specific vision, mission of organization so that
it can fulfil need and requirement of client. (Tao, Wei and Huang, 2019). It is important for
Nude by nature firm to create the different distributed multiple channels to establish
communication with potential client, suggested considering distributed channels to engage
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with potential client (Tao, Wei and Huang, 2019). In order to collect or gather the feedback
from client sides. Moreover, it is resolved the specific issues of “Rose William” regarding
product and service in proper manner.
It is also found from above study that Nude by Nature Company provides products at
higher prices than its competitors which can decrease its sales as people with lower income
cannot afford to buy and it can make them feel de-valued. It can also motivate them as
company only focuses on people with high income. When proposing the recommendation
of communication strategies. It can be considered the ethical consideration in term of
pricing strategy by which all people can afford its products (HR and Aithal, 2020). It should
focus on penetrating or lower pricing strategy for attracting wider range of customers and
making customers feel valued and motivated as well. Nude by nature may include the
specific ethical consideration whereas providing the accurate information about beauty
cream of Rose William. In this way, it can be developed the strong coordination in context of
trust, loyalty.
In addition, it can also be suggested to this company that it can provide several offers to
its potential customers or target customer Rose William who wants a beauty cream made by
natural ingredients. Some offers to target customer like referral codes vouchers, discounts,
and buy one get one free offers and others can make her feel valued and can help it out in
increasing sales by word of mouth promotion. When customers receive or get such offers
then they are more likely to buy products and by doing so, Nude by Nurture can promote its
products. After using products, if customers feel satisfied then they do not switch shop or
brand (Ngarava and Mushunje, 2019). It is also found that target customer prefers to use
organic products or products which are made by 100% natural ingredients as per the
different skin type. So, it can be recommended that by focusing on developing products as
per the all skin type it can satisfy all needs of target customer.
6 Conclusion
From above discussion, it concluded that strategic and tactical marketing plan as
consider suitable approach in context of business growth and development. In this report,
Nude by nature firm has been targeting the 30 years old lady, providing the best quality of
products as well as services. It has been described about the different marketing
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management theories that always support for differentiating the selected items. It has been
conducted the marketing mix 7ps analysis of selecting the beauty cream and evaluate its
effectiveness in addressing the need or requirement of customer persona. However,
justified the marketing mix recommendations for persona of “Rose William” and identifying
the gaps in which considered the need of individual person.
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REFERENCES
Books & Journals
Andika, A. and Susanti, F., 2018. Pengaruh Marketing Mix Terhadap Keputusan Pembelian
Parfum di Azzwars Parfum Lubeg Padang.
da SILVA, P.M. and Santos, J.F., 2020. Marketing-mix Standardization/Localization Strategy
and Export Intensity: An Empirical Analysis Based on the Perceptions of Portuguese
Wine Producers. Revista de Management Comparat International, 21(2), pp.118-136.
HR, G. and Aithal, P.S., 2020. Establishing True Lifestyle Brand in India: An Integrated
Marketing Mix Framework. International Journal of Management, Technology, and
Social Sciences (IJMTS),(June 2020), 5(1), pp.261-284.
Marasca, D.X., 2020. Exporting and Moulding Ideals of Beauty: Boom of the South Korean
Cosmetic Industry in the Era of Globalisation.
Muljana, P.S. and Luo, T., 2019. Factors contributing to student retention in online learning
and recommended strategies for improvement: A systematic literature
review. Journal of Information Technology Education: Research. 18.
Ngarava, S. and Mushunje, A., 2019. Marketing mix strategy determinants in pork-based
agri-businesses: Experiences from Zimbabwe. Acta Commercii, 19(2), pp.1-9.
Steenkamp, J.B., 2017. Global marketing mix decisions: global integration, not
standardization. In Global Brand Strategy (pp. 75-109). Palgrave Macmillan, London.
Tao, M., Wei, W. and Huang, S., 2019. Location-based trustworthy services recommendation
in cooperative-communication-enabled internet of vehicles. Journal of Network and
Computer Applications. 126. pp.1-11.
Thao, N.X. and Duong, T.T.T., 2019. Selecting target market by similar measures in interval
intuitionistic fuzzy set. Technological and Economic Development of Economy, 25(5),
pp.934-950.
Widyanto, H.A. and Agusti, C.R., 2020. Beauty influencer in the digital age: How does it
influence purchase intention of generation Z?. Jurnal Manajemen dan Pemasaran
Jasa. 13(1). pp.1-16.
Zabelina Maria, A. and Ivashkova, N.I., 2018. Strategic And Tactical Marketing In Digital
Economy. Annals of marketing-mba, 2.
ONLINE
Nude by Nature. 2016. Online Available through: <
http://chopstickpanorama.com/2016/10/nude-nature-green-beauty.html >
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Nude by Nature’s Data and Personalisation Journey. 2016. Online Available through: <
https://www.cmo.com.au/article/603959/an-in-depth-look-nude-by-nature-data-
personalisation-journey/>
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