Developing Effective Marketing Strategies for Adore Beauty

This report provides an overview of Adore Beauty's marketing strategies, an Australian online cosmetic store. It covers the company's background, mission, and values, and includes a SWOT and PESTLE analysis. The report analyzes the 5Cs (Company, Customers, Collaborators, Competitors, and Context) to understand the company's market position. It also examines how Adore Beauty collects information about customer needs and competitor threats, and how the business context is changing. Furthermore, the report details the marketing strategies, including market segmentation, target market selection, value propositions, and positioning. Finally, it discusses the marketing tactics employed, focusing on the 4Ps (Product, Price, Place, and Promotion) to illustrate how Adore Beauty implements its marketing plans.

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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