University Marketing Report: Advanced Cosmetica Strategies

This report provides a detailed analysis of Advanced Cosmetica's marketing strategies. It begins with an executive summary and table of contents, followed by a description of the cosmetic industry in Australia, the brand itself, its products, and its mission statement. The report then delves into the marketing strategy, including a SWOT analysis of the company, examining its strengths, weaknesses, opportunities, and threats. It also analyzes the customer profile, collaborators, competitors, and the broader context of the business, including political, economic, social, and technological factors. The report further explores the collection of information about customer demand, competitors, the business context, and the role of collaborators. It concludes by discussing the marketing strategy, market segments, target market selection, value proposition, positioning statement, and the development of marketing tactics and the marketing mix of Advanced Cosmetica, referencing key marketing concepts and models throughout the analysis.

Running head: MARKETING OF ADVANCED COSMETICA
Marketing of Advanced Cosmetica
Name of the student
Name of the University
Author note

1MARKETING OF ADVANCED COSMETICA
Executive Summary
The main purpose of this report is to discuss about Advanced Cosmetica and the products that
are offered by it. The report also illuminates on the internal strength, weakness and analysis
of the external environment of Advanced Cosmetica. It also analyzes at length how
information is collected about the customer, competitor, collaborator and the context. It also
expounds on the market segment, choice of target market and the value proposition of the
company. It also discusses about the marketing tactics and the marketing mix of Advanced
Cosmetica.

2MARKETING OF ADVANCED COSMETICA

3MARKETING OF ADVANCED COSMETICA
Table of Contents
Issue 1.........................................................................................................................................6
Description of industry...........................................................................................................6
Description of the brand.........................................................................................................6
Products Offered....................................................................................................................6
Mission Statement..................................................................................................................7
Marketing Strategy.................................................................................................................7
Issue 2.........................................................................................................................................8
SWOT Analysis of Company.................................................................................................8
Customer................................................................................................................................8
Collaborators..........................................................................................................................9
Competitors............................................................................................................................9
Context...................................................................................................................................9
Issue 3.......................................................................................................................................11
Collection of information about demand of customer.........................................................11
Collection of information regarding competitors.................................................................11
Collection of information regarding context of business.....................................................12
Collection of information regarding role of collaborators...................................................12
Issue 4.......................................................................................................................................12
Marketing strategy...............................................................................................................12
Market segments that are available......................................................................................13

4MARKETING OF ADVANCED COSMETICA
Choice of target market........................................................................................................13
Value Proposition.................................................................................................................14
Positioning statement for target market...............................................................................14
Issue 5.......................................................................................................................................14
Developing marketing tactics...............................................................................................14
Marketing Mix of Advanced Cosmetica..............................................................................14
References:...............................................................................................................................16

5MARKETING OF ADVANCED COSMETICA
Issue 1
Description of industry
The consumers of Australia spend a large amount on beauty along with that of
personal care that includes that of colour cosmetics and skin care. Those who are millennial
consumers have emerged to become key target group and they follow the industry closely for
trends. The Australian consumers make frequent purchase that is based on the claims and
formulas of the product. The digital channel has greatly influenced all the categories of
beauty along with personal care and consumers increasingly look forward to the internet for
getting advice regarding personal care products (Babin and Zikmund 2015). Social media has
a great influence on the purchasing decisions of the consumers and consumers follow their
favourite celebrities that inspires them to use the popular brand.
Description of the brand
Advanced Cosmetica is a famous Australian brand that focuses on the arena of skin
along with hair care. Botanical ingredient is the speciality of this brand and with the help of
extensive research they have been able to make premium quality products that suits the taste
of the modern customer (Australiancosmetics.com.au 2018). The use of the brands of
Advanced Cosmetica can work miraculously on the skin, hair and body of an individual on
account of the efficient products that they manufacture. The brand can help in making the
customers feel youthful and the natural base of the products ensures a safe environment.
Products Offered
The products that are made by the reputed cosmetic brand of Australia includes that of
skin care, hair, aromoatherapy, colour cosmetics, hair care, salon products and that of men’s
grooming products. Aromatherapy includes that of shower product, foot care product, body

6MARKETING OF ADVANCED COSMETICA
lotion and sun protection (Hollensen 2015). The grooming products of men include that of
shaving, body and hair care. The brand has a global reach and manages to attract a large
number of consumers. The brand names that are popular under Advanced Cosmetica includes
that of White Beauty Series Skin Care Range, Six Star Series Hair Care Range and that of Six
Star Series Body Care Range (Australiancosmetics.com.au 2018).
Mission Statement
The mission of Advanced Cosmetica revolves around connecting the beauty regime
with that of the power offered by nature (Isaac et al. 2016). Australia has amazing natural
surroundings and that marvellous power can be harnessed and transferred to the skin and hair
by the help of the innovative products of Advanced Cosmetica. The entire brand has been
developed by making use of Aloe Vera and this has calming properties that refreshes the
body and mind of the consumer.
Marketing Strategy
The marketing orientation of Advanced Cosmetica focuses on meeting the desires of
the customer by making use of the product mix. The products of Advanced Cosmetica have
been tailored in such a manner that that it can help in meeting the demand of the customer
(McDonald and Wilson 2016). The products of Advanced Cosmetica are made of Aloe Vera.
They make use of Australian botanical ingredients which is the key focus of their marketing
campaign. The product concept emphasizes on manufacturing innovative products that prove
to be better in terms of quality (Hollensen 2015). The products of Advanced Cosmetica have
been designed in such a manner that sets it apart from that of the competitors. The societal
marketing concept of Advanced Cosmetica believes in contributing to the society in the same
manner that it has received from that of the society. Native plants along with the richest
mineral of Australia are made use of for manufacturing the products that provides
nourishment to the face, body and hair (Babin and Zikmund 2015).

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Issue 2
5C of Advanced Cosmetica
SWOT Analysis of Company
Strength Weakness
Advanced Cosmetica makes use of the native
botanical ingredients of Australia and it contains
functioning active ingredients from the essential
oils of plants (McDonald and Wilson 2016).
Low export Level
Higher pricing of the products
Opportunity Threats
Natural products will dominate the market in the
future and companies that make use of synthetic
ingredient will not be favoured by the customer.
Advanced Cosmetica makes use of natural
products that will make it popular in the market.
Slowing down of the rural demand
Tax along with regulatory structure
Figure: SWOT Analysis of Advanced Cosmetica
Source: Created by the Author
Customer
The customers of Advanced Cosmetica are people who belong to the middle along
with Upper class group of the Australian product. The rural demand has decreased on account
of the tight economic structure that makes the people in the urban areas primary customers of
Advanced Cosmetica (Vakola, Bourantas and Karli 2017). The millennial customers
comprise of the key target group and they are the ones who follow the industry in a close
manner and observe the trends in the cosmetic industry (Armstrong et al. 2015). The young
generation makes extensive use of the products of Advanced Cosmetica and they follow the
beauty regimen of the famous television personalities. The innovation pertaining to the

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products along with their societal marketing concept has made them popular among a wide
class of people (McDonald and Wilson 2016).
Collaborators
AUS Cosmetics is an expert in the arena of skincare manufacturing and they make use
of the most advanced technology for packaging the products of Advanced Cosmetica
(Vakola, Bourantas and Karli 2017). Starkey Smith Media Group specialises in the arena of
custom publishing of print along with that of online portal (Isaac et al. 2016). They provide
specific solutions for the niche market industry publication of Advanced Cosmetica.
Competitors
Neon is a leading manufacturer of the colour cosmetics within Australia and it has
been in the industry for above 30 years (Scheele 2014). It is a dynamic manufacturer and
creator of high quality product which poses a threat to that of Advanced Cosmetica. Divine
cosmetics is another competitor of Advanced Cosmetica and the cosmetic chemist of Divine
Cosmetics tailor the formulations of skin care on the basis of the specific requirement of the
client (Vakola, Bourantas and Karli 2017). Cawarra Cosmetics is running in Australia for
around 35 years and it is a manufacturing pioneer of “natural” skincare. It provides stiff
competition to the business of Advanced Cosmetica.
Context
Political Economic
The Australian Competition and Consumer
Commission (ACCC) has released the
Compliance and Enforcement Policy. The policy
highlights the principles that are adopted by
Australia is a wealthy Asia Pacific Nation that
has greatly benefitted on account of the policy of
economic expansion
The use of services along with technology is

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ACCC for achieving compliance with that of the
law.
Product Safety issue is a priority of the ACCC
and the products of Advanced Cosmetica have to
be manufactured in such a manner that it does not
violate the policies that have been mentioned in
the ACCC.
The National Industrial Chemicals Notification
and assessment Scheme (NISNAS) helps in
protecting the people of Australia and that of the
environment by assessing the risks in relation to
the industrial chemicals. The ACCC is dependent
on the advice that is provided by NICNAS. It
helps in the risk assessment of the chemicals in
relation to the consumer goods.
competitive that greatly favours all kind of
industries
Highly developed economy that helps the
different industries to flourish
Per-capita income of Australia is high that
increases the demand of the luxury items.
Social Technological
There is a growing trend of the Australian
consumers towards natural products and
botanical ingredients are greatly valued by the
customers of the modern age.
The customers want brand that contain organic
essential oils and made of plant extracts.
Technological developments have taken place in
the Australian industry and they have greatly
impacted the supply chain.
Customer service has greatly benefitted from the
use of technology and the complaints and queries
of the customers can be resolved very easily with
the help of technology.
Emergence of diagnostic tool has dramatically
changed the cosmetic industry.
Figure: PEST Analysis of Advanced Cosmetica

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Source: Created by the Author
Issue 3
Collection of information about demand of customer
Social Media network can serve as an important means with the help of which
information can be collected regarding the customer. Surveys can be posted that can help in
eliciting important information about the demand of the modern customer. A survey can be
sent with the help of an e-mail that can help the company to find out relevant information
about the problems that they are facing relating to skin care products and about hair care
products.
Collection of information regarding competitors
Understanding the competitors is of crucial importance for the success of a firm. The
process of gathering important data about the strengths and weakness of the competitors of
Advanced Cosmetica comprise of three stages:
Identification of the main success factors of the industry- The competencies along with
assets that help in competing successfully should be assessed in the beginning. These factors
pertain to the innovation that can help the brand to understand the needs of the consumer
quickly.
Rating of the company- The case company should be rated and the competitors should be
rated pertaining to each main success factor( by making use of a rating scale).
Implications of competitive strategy- The strategy objectives of the competitors can be
made use of that can help in the process of predicting the strategy about the future. In-depth
analysis of the marketing mix of the competitors can help in the process of identification of
target market

11MARKETING OF ADVANCED COSMETICA
Collection of information regarding context of business
Observations can help to a great extent in finding out about important information
regarding the strengths and weakness of the company. The files and documents of Advanced
Cosmetica should be researched carefully that can help in providing important information
about the different aspects of the company. They can help in revealing important information
regarding how the Australian Competition and Consumer Commission has affected the nature
of business. It can help in careful planning and forecasting of the future of business.
Assessing the economic and social conditions of Australia can help the management to
decide about the strategies that can be adopted for the process of marketing.
Collection of information regarding role of collaborators
Market research is the strategy that can be adopted in order to find out about the
collaborators that might benefit Advanced Cosmetica. The companies that are working in the
same discipline as that of Advanced Cosmetica should be researched thoroughly. The value
proposition of the company that makes it unique and attractive for the customers should be
communicated to that of the proposed organization. Social media along with personal
network can help in the process of collecting relevant information about the collaborators
(Scheele 2014).
Issue 4
Marketing strategy
Marketing serves as the main backbone that can help in the successful launching of a
product in the market. Creative packaging can serve as an important component of the
marketing strategy of Advanced Cosmetica. It can drastically change the look and feel of the
product. Innovative materials like that of recycled cardboard, lace and velvet can be made use
of as an effective strategy of marketing of Advanced Cosmetica. Embellished details like that