Strategic Marketing Plan Assignment Report

Running head: MARKETING PLAN
MARKETING PLAN
Name of the Student
Name of the University
Author Note

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Executive Summary
The primary purpose of the given report is to highlight a strategic marketing plan for the chosen
enterprise, Green People Organic Lifestyle. In consideration of this, the plan will highlight the
plan of one of its products, the Mascara and highlight the manner in which the product will be
able to gain adequate popularity in the chosen market Canada. The global marketing mix and the
promotional budget have been provided.

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Introduction
All companies are required to remain proactive in the global business environment. In
consideration of this, it is effective to mention that to expand sufficiently, the enterprise would
be required to see to it that it is being able to analyse the right factors before entering into any
county so as to ensure that the right decision is being made in the right manner (Ang, Benischke
and Doh 2015). In consideration with this, the primary aim of the report is to present a global
marketing plan of the enterprise named- Green People Organic Lifestyle. The product which has
been chosen for the purpose of the analysis is the Mascara.
The Natural Mascara is made from natural ingredients and is known to give volume. In
addition to this, the mascara also provides the different users with adequate opportunities to get
their lashes protected and highlighted as well (Greenpeople.co.uk 2020). This report shall state
down the objectives of the enterprise, screen the country markets and understand which market
to choose. In addition to this, the market segments shall be decided along with ensuring that the
Marketing mix can also be made use of. Additionally the promotional budget along with the Cost
benefit analysis shall be provided.
Objectives of the firm
The objectives of the GREEN People Organic Lifestyle can be mentioned to be as follows:
1. To earn a revenue of £50000 in the coming one year.
2. To increase market share by 10% in the coming one year
3. To provide good quality Paraben free products to the consumers
4. To engage in effective customer satisfaction rate
5. To increase the brand image by 20% in the next 1 year.

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Country screening
The countries where the enterprise can expand its operations are the Canada, Brazil,
Nigeria, Turkey, Vietnam or Russia. Hence, in the given section the screening of all the countries
will be undertaken and this shall be preceded by the detailed screening of one of the countries
which will be chosen for the purpose of the selection.
 Poor: 1-3
 Medium: 4-6
 Good 7-8
Factors Weight Canada Brazil Nigeria Vietnam Turkey Russia
Market size 0.15 8 5 5 8 5 8
Market
similarity
0.15 7 3 4 5 6 8
Barriers to
Trade
0.10 8 2 5 4 3 5
Costs 0.10 8 3 4 5 6 6
Product
leadership
0.15 8 4 5 2 4 3
Brand
leadership
0.10 8 7 6 4 5 6
Marketing
skills
0.15 8 6 6 7 5 7

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Superior
product
Benefit
0.10 8 5 2 5 8 6
Weighted screening
Factors/Weighted
Scores
Canad
a
Brazil Nigeria Vietnam Turkey Russia
Market size 1.2 0.75 0.75 1.2 0.75 1.2
Market similarity 1.05 0.45 0.6 0.75 0.9 1.2
Barriers to Trade 0.8 0.2 0.5 0.4 0.3 0.5
Costs 0.8 0.3 0.4 0.5 0.6 0.6
Product leadership 1.2 0.6 0.75 0.3 0.6 0.45
Brand leadership 0.8 0.7 0.6 0.4 0.5 0.6
Marketing skills 1.2 0.9 0.9 1.05 0.75 1.05
Superior product
Benefit
0.8 0.5 0.2 0.5 0.8 0.6
Total 7.85 4.4 4.7 5.1 5.2 6.2
Hence, from the given screening it can be agreed to it that the top two countries which
can be selected are Canada and Russia.

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Details of top 2 countries
Canadian Market
The cosmetics products generally tend to comprise of makeup, skin care, hair, manicure
products along with the fragrance and other related items. The value of the items in the market in
Canada has reached around 15 billion US dollars as of 2020. This can be understood to be an
increase of growth since 2016. Around 25% of the Canadians have started marking use of the
skin care items and the face care is one the leading items. The sales of such items have come up
to 929 million Canadian dollars as of 2018 (Statista.com 2020). An average Canadian household
spends an average of 275 Canadian dollars on makeup or skincare regularly and the customers
engage in on line shopping such as Sephora and Amazon.
Figure 1: The Canadian cosmetic industry details
(Sources: Statista.com 2020)
Russian Market
The Russian market can be understood to be occupying 4% of the global beauty market
according to Anna Dycheva-Smirnova after Germany, France and UK. 31% OF THE Russian
beautify market comprises of the perfume and chain stores. Moreover, the Russian market

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engages in12% direct sales, 5% through supermarkets and 10% through e-commerce
(Gcimagazine.com 2020).
Hence, from the analysis of the Canadian and the Russian markets, it has been decided
that the Canadian market is a lucrative market which has the possibilities of a new business
venture. The Canadian customers are outgoing and visionary and would be more inclined to
make the purchases of the firm.
Market segments
In order to decide the market segments which will be served by the enterprise in the
Canadian Market, it becomes essentially critical to decide upon the Market segments for the firm
(Tuten and Solomon 2017). The segments will be decided and created using the Segmentation
basis of Demographics, Geographic, Psychographics, Behaviour and the needs (Atwal and
Williams 2017).
Segmentation basis The segmented market
Demographics In this demographic segmentation, the
characteristics of the target market are
generally undertaken for the purpose of the
segmentation. Hence, for the Mascara the
demographics which have been made use of
can be stated to be as follows:
Gender: Woman
Age: 21-60

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Income: £10000 an above annually
Family: Single or married (Babin and Zikmund
2015).
Geographic’s The geographic segmentation aspects which
have been selected for the purpose of the
different customers can be agreed to be as
follows:
Urban cities in Canada
Psychographics The psychographics refer to the factors such as
the Motivation and attitude. The
psychographics of the different customers
selected can be:
1. Like to remain fit (Chaffey and Ellis-
Chadwick 2019).
2. Like to look after their skin
3. Are conscious about product
ingredients
4. Like to make use of Paraben free
products
5. Like products which are healthy and
economical.
6. Are influenced by social media and

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peers
Needs The needs of the individuals can be mentioned
to be as follows:
The need to look healthy (Clow 2016).
The need to look good
The need to purchase a product with a good
value
To use chemical free cosmetics
Behaviour The behavioural aspects of these individuals
can be mentioned to be as follows:
1. The customers are extremely loyal to
certain brands (De Mooij 2018).
2. They make repetitive purchases
3. They ensure that they recommend the
good products as present.
Values Strivers, Innovators, Achievers and Thinkers
Marketing objectives
The marketing objectives for Green People Organic Lifestyle can be mentioned to be as
follows:
1. To engage in £50000 gross sales in the first year of operation in the Canadian market

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2. To incur 10% gross profit in the first year of operations
3. To engage in sales of 100000 mascara in the first 3 months
4. To ensure repetitive purchases and increase in brand loyalty by 20%
Entry mode selection
For the Green People Organic Lifestyle to expand in Canada, it would be required to
adopt Entry strategy which will assist in ensuring that the firm is being able to increase the sales
and is being able to perform accordingly. For the enterprise, the two entry modes which will be
the most viable ones can be agreed to be the Exporting and Partnering (Deepak and Jeyakumar
2019). The export can be taken to be one of the simplest modes of market entry which can be
followed by the enterprise as this will assist them in reducing the costs of being physically
present in the market. In association with this, it can be agreed that, it is critically important for
the enterprises to ensure that, they are just engaging in the export charges and being able to
spread the products into the Canadian market (Haider et al. 2017). In addition to this, in addition
to the Exporting, the next entry mode which ca be used by the firm in combination to the firs
mode is the Partnering. The partnering can be taken to be an initiative whereby two firms
present into two different countries partner with one another to ensure better sales and
operations. Here the enterprise can easily Partner with the leading cosmetics and associated
sellers so as to ensure that, they are being able to market their products accordingly and are being
able to engage in considerate sales throughout.
Marketing mix
The marketing mix can be understood to be marketing tool which can be utilised by the
different enterprises to ensure that they are being able to understand the offerings which they

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have to make to the different customers in order to engage in effective sales and related
marketing activities (Hastings and Stead 2017). Hence, in consideration of this, the marketing
mix for the product Mascara will be discussed in the given section whereby different aspects of
the Marketing mix such as the Product, price, place, promotion, People and process will be
discussed
Product
The product which is being sold here is the Mascara. The Mascara is a product which is
generally applied on the eye lashes to make them darker and give the eyes a darker effect. In
association with this, the Mascara although a good product which gives an enhanced effect to the
eyes, has various chemicals in it which further lead to a poor influence on the eyelash count and
health. It is for this reason that the Green People Organic lifestyle has to offer an organic product
which will help in ensuring that the quality of the eyelash is not compromised. The mascara
offered by the firm is available in to variants and these products have been priced accordingly as
per their demand (Armstong et al. 2015). The primary feature of the product is that it is paraben
free and is healthy for the eyelash. The packaging is similar to any other brands as available in
the market (Wilson et al. 2016).
Price
The price refers to the amount at which the goods are generally sold. In association with
this, it can be considered relevant to state that, the pricing strategy of the Green Organics
company can be considered to be the competitive pricing strategy (Peattie 2016). In this kind of a
pricing strategy, the firm aims to ensure that the price of the products have been set accordingly

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so as to ensure that, the customers do to have to compromise on the quality of the product and
can purchase the product easily (Keegan 2017). The products have been priced at £16 which can
be stated to be quite fair and stable in comparison to the other products as available in the
market. The reason why the products are not priced using the market penetration strategy is
because, the products are organic in nature and they are safe for the skin.
Place:
The place generally refers to the distribution strategy which is generally made use of by
the different enterprises. In association with this, it can be essential to state that, the firm will be
exporting the product to the Canada through various sores like Walmart and Waitrose (Kotler et
al. 2018). It will undertake several initiatives so as to ensure that, it is being able to minimize any
middlemen as present in the market and is being able to make the sales of the firm in an adequate
manner. With consideration to this, it is effective to state that, at present the stores are being
targeted, however, in the future, the enterprise aims to make an online presence in the country as
well. In consideration of this it becomes effectively critical to ensure that the product reach out is
maximum and the sales are quite high.
Promotion:
The promotion can be referred to as an aspect whereby the different enterprises are being
able to engage in various advertising as well as the sales promotion activities so as to be able to
market their products accordingly (Morrison 2018). In association with this, the firm will ensure
that the best strategy is being adopted in order to promote the goods of the enterprise and ensure
that they are being able to engage in using the social media marketing, the print media
advertising and the digital marketing activities (Kotler et al. 2018). By targeting the social media

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as a medium, the enterprise aims to see to it that, it is being able to engage in a considerate
technique which shall assist the customers to understand the market and promote accordingly.
Process
The process which is being followed is very simple. The customer will be able to view
the product advertisement through a variety of mediums such as the Print media, digital media
and other related means with the help of which, they will be able to enquire about the product
and engage in its purchasing accordingly (Kotler et al. 2018). This will ensure that the customers
are being able to understand the needs and purchases accordingly.
People
The people aspect in the promotional mix can be stated to be the people who are
generally involved in the operations of the enterprise (Lovelock and Patterson 2015). Here
various sales executive will be the point of contact and they shall be motivated to perform
accordingly and promote the goods.
Promotional budget
The promotional budget of the enterprise is as follows:
CAMPAIGN TYPE QTY
PROJECTED
COST PER
UNIT
PROJECTED
SUBTOTAL
National Advertising SUBTOTA
L
£
800.00
Banner Ads 4 £
200.00 £ 800.00
£ -
£ -

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Local Advertising SUBTOTA
L
£
2,000.00
Newspaper 10 £
200.00 £ 2,000.00
£ -
Public Relations SUBTOTA
L
£
8,400.00
Client Events 3 £
200.00 £ 600.00
Sponsorships 6 £
1,000.00 £ 6,000.00
Press Releases 6 £
300.00 £ 1,800.00
£ -
Social Media Advertising SUBTOTA
L
£
5,350.00
Twitter 5 £
200.00 £ 1,000.00
Facebook 7 £
250.00 £ 1,750.00
Pinterest 5 £
100.00 £ 500.00
LinkedIn 7 £
300.00 £ 2,100.00
Online Mediums SUBTOTA
L
£
2,190.00
Website 4 £
300.00 £ 1,200.00
Mobile App 5 £
100.00 £ 500.00
Mobile Alerts 7 £
70.00 £ 490.00
£ -
Traditional Advertising SUBTOTA
L
£
8,200.00
Online 3 £
200.00 £ 600.00

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Print 2 £
300.00 £ 600.00
Outdoor 4 £
1,500.00 £ 6,000.00
Radio 2 £
110.00 £ 220.00
Television 4 £
195.00 £ 780.00
£ -
£ -
Web Usage SUBTOTA
L
£
3,060.00
Pay-Per-Click Marketing 6 £
210.00 £ 1,260.00
SEO 6 £
300.00 £ 1,800.00
£ -
£ -
Total £ 30,000.00
PROJECTED SUBTOTAL
National Advertising Local Advertising Public Relations
Social Media Advertising Online Mediums Traditional Advertising
Web Usage
Cost benefit analysis

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Costs for expansion
Cost Items 2020 2021
Expansion costs £ 10,000 £ 100,000
HR costs
Legal costs
Technology involved £ 200,000
Modifications cost
Operations and Contingencies involved £ 50,000 £ 150,000
Project Total Cost by Year £ 260,000 £ 250,000
Benefits
Benefit Sources 2020 2021
Cost Reduction due to efficient operations £ 20,000
Enhanced Revenues involved £ 3,000 £ 220,000
Increase brand image £ 23,000 £ 300,000
Decreased Overhead and other expenses
Total Benefits Per Year £ 46,000 £ 520,000
Confidence factor 100% 100%
Benefits Claimed for Analysis £ 46,000 £ 520,000

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Hence, it can be clearly witnessed that this shall lead to adequate revenues and the firm
shall recover its costs easily.

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References
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(Retrieved on: 24 Mar. 2020).

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