Marketing Management Report: A'kin Skincare Market Analysis

This marketing management report analyzes A'kin Skincare's market position in Australia and Malaysia. The report begins with a current situation analysis, focusing on A'kin's target market of women aged 21-38 who are conscious about skincare. It explores the brand's psychographic segmentation, pricing strategies, and promotional activities, highlighting the importance of brand consciousness and the influence of weather conditions in Australia. The report then shifts to a destination marketing analysis, examining A'kin's approach in Malaysia, including customer segments, market share, pricing strategies, and the impact of humidity on product features. It also emphasizes the need for effective promotional activities to attract customers in the Malaysian market. The report uses various academic sources to support its findings, providing a comprehensive overview of A'kin Skincare's marketing challenges and opportunities in both markets.

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student
Name of the University
Author note

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Table of Contents
Current Situation Analysis.........................................................................................................4
Market Customer Situation....................................................................................................4
Destination Marketing Analysis.................................................................................................6
Market Customer Situation....................................................................................................6
References..................................................................................................................................8

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Current Situation Analysis
Market Customer Situation
The main target market of A'kin skincare product are inclusive of the women
customers of ages 21-38 such as the different customers who are really conscious about the
different skin care products. The customers with the good purchasing power will be the major
target market of A'kin skincare products in the entire Australian market (Bresler & Lubbe
2014). Furthermore, A'kin skincare products has range of customers in the market of
Australia who belongs from the middle to the upper-class individuals which is inclusive of
only women customers. Due to this wide range of ages for both these categories,
segmentation of the product is wide with different kinds of moisturisers along with expert
care for the different customers.
The A'kin skincare product uses the psychographic segmentation wherein the major
aim of the product is to create psychology among the different women that beauty
incorporates in the different stages of life. The A'kin skincare product has the unique
approach of concentrating on the real people even in the different advertisements. Primarily,
the A'kin skincare products dominated the global market with 2/5th of the share in terms of
the value and the growth rate has increased from 6.4% from the year 2017 to 2024 (Chernev,
2018). The pricing strategy which have been adopted by A'kin skincare product is medium
and high pricing strategy in Australian market which is high in comparison to the different
other competitors in the market.
Additionally, this can be analysed that the brand has tried in implanting the different
stores in Australia and New Zealand. In the current scenario, this can be analysed and
identified that the usage of the different skin care products has been increased at a huge rate

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and the people are becoming health conscious in nature which has helped them in managing
their products in an effective manner (De Mooij, 2018). In Australian cosmetics market, the
expectations of the A'kin skincare products has been huge as the company is really concerned
about the sustainability and there is protection of the nature in producing the different kinds
of beauty care products as well (Chernev, 2018).
Moreover, this has been analysed and identified that there are various promotional
activities which are being used social media and online advertisements which have been
helpful in managing the different preferences of the customers efficiently. The customers in
the entire Australian market are highly brand conscious who have the ability to pay high for
the best quality organic kind of products which are being sold by them in the Australian
market (Foxall, 2014).
Additionally, the weather plays a major role in deciding the different features of the
product which is required to be analysed by A'kin skincare products in selling the different
products to the customers in the market effectively (Bresler & Lubbe 2014). In Australia,
there is less humid and therefore the individuals or the customers prefer the different
moisturiser which will be beneficial for the skin. The customers in Australian market are
really health conscious and they prefer to use the original kinds of organic products which
will be beneficial for the overall success of the different products which will be helpful for
the overall sale of the product in an efficient manner.
Therefore, this can be analysed that the current situation analysis is essential in nature
which will be beneficial for the overall success of the firm in an effective manner. The A'kin
skincare products will be successful in managing the overall success of the firm in an
appropriate manner.

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Destination Marketing Analysis
Market Customer Situation
In Malaysian market, A'kin skincare products have different kinds of customer
segments which is inclusive of the target market of the different women and men. The main
aspect of A'kin skincare products is to provide the different customized kinds of products to
the different customers in Malaysia and meeting the demands of the customers effectively as
well. In the entire Malaysian market, this can be analysed and identified that the cosmetics
market share has increased from MYR 4.98 billion to more than MYR 8.32 billion till the
year 2017 (Goworek, McGoldrick & McGoldrick, 2015).
Furthermore, this can be seen and analysed that in Malaysian countries, A'kin
skincare products do not use the alcohol in the different products which are being sold by
them as the customers do not prefer the various kinds of skin care products which do not
contain alcoholic content in the same (Hutchinson et al., 2015). The pricing strategy which
have been adopted by A'kin skincare products is less in comparison to the one which is being
used in Australian market. In Australia, this can be seen that the purchasing power of the
different individuals is higher in comparison to Malaysia. The customers in the market of
Malaysia are not ready to pay high price for the products, however the quality is the main
priority which concerns them in an efficient manner as well (Foxall, 2014).
Furthermore, this can be analysed and identified that the preferences of the customers
in the Malaysian market is different from Australia. In Malaysian market, the weather
condition is different in nature in comparison to the Australian market as in Malaysia, there is
high level of humidity, therefore, the features of the products will be changed by A'kin
skincare products. There will be less of moisturiser in the different skin care products which
will be beneficial for the huge sales in the respective country (FOxall, 2014).

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Moreover, the promotional aspects are weak in targeting the different individuals by
the organization. This can be seen that in order to attract the customers in Malaysian market,
this will be beneficial for A'kin skincare products to adopt the online marketing along with
the physical market which will be beneficial for the overall success of the firm in an effective
manner (Goworek, McGoldrick & McGoldrick, 2015).
Therefore, from the above destination market analysis, this can be analysed that in
order to attract the different customers in the market of Malaysia, this is essential for them to
manage the different kinds of promotional activities in such a manner which will be
beneficial for the overall success of the firm and this will be effective in marketing their
products in an appropriate manner.

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References
Bresler, M., & Lubbe, I. (2014). Marketing management.
Chernev, A. (2018). Strategic marketing management. Cerebellum Press.
De Mooij, M. (2018). Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
Foxall, G. (2014). Strategic Marketing Management (RLE Marketing). Routledge.
Goworek, H., McGoldrick, P. J., & McGoldrick, P. J. (2015). Retail marketing management:
Principles and practice. Harlow, UK: Pearson.
Hutchinson, K., Donnell, L. V., Gilmore, A., & Reid, A. (2015). Loyalty card adoption in
SME retailers: the impact upon marketing management. European Journal of
Marketing, 49(3/4), 467-490.
Natural Skin Care & Hair Care - A'kin. (2018). Retrieved from https://www.akin.com.au/
Percy, L., & Elliott, R. H. (2016). Strategic advertising management. Oxford University
Press.