Strategic Marketing Report: New Matt Lipstick for Amelia Jasmine MUA

This report provides a strategic marketing analysis for Amelia Jasmine MUA's new matt liquid finish lipstick. It begins with an introduction and product description, detailing the lipstick's features and benefits. The report then critically analyzes the market context, including key trends like influencer marketing and digital disruption, along with competitor positioning and customer attitudes. Segmentation, targeting, and positioning strategies are discussed, focusing on demographic segmentation and targeting millennial women. The recommended extended marketing mix is outlined, followed by a discussion of implementation issues. The report concludes with a summary of findings and recommendations for successful marketing of the new lipstick, emphasizing the importance of adapting to market trends and understanding customer preferences.

Strategic Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1: Introduction and product / service description.................................................................1
Brief description of new or improved product.............................................................................1
PART 2: Critical analysis of the market context.............................................................................1
Key market trends........................................................................................................................1
Key competitors and they way in which they are positioned......................................................2
Summary of current customer attitudes or behaviours in this market.........................................2
Identification of main issues or opportunities that are relevant including social or ethical issues
......................................................................................................................................................3
PART 3: Segmentation, targeting and positioning..........................................................................3
Base of segmentation which is used and reason behind it...........................................................3
Summary of profile and persona of target market.......................................................................4
Statement that identifies why target market should but the improved product...........................5
PART 4: Recommended extended marketing mix..........................................................................5
Tradition marketing mix elements...............................................................................................5
PART 5: Discussion of implementation issues................................................................................8
Issues related to implementation of marketing strategy..............................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Strategic marketing is the procedure which is followed by management of large and small
companies for the purpose of planning, implementing and developing different plans to attain
higher level of competitive advantage (Proctor, 2014). In order to create a direct map to reach
long term objective of business it is very important to be focused by managers. With the help of
it, awareness among clients could be increased regarding all the products which are sold by the
enterprises. The organisation which is selected for this project is Amelia jasmine MUA
Cosmetics and it is offering cosmetic products all around the world through online media. The
product which will be focused for this report is new style matt liquid finish lipstick. This
assignment covers various topics such as brief description of new or improved products, critical
analysis of the market context, segmentation, targeting and positioning etc. along with this,
recommended extended marketing mix and discussion of implementation issues is also covered
under this project.
PART 1: Introduction and product / service description
Brief description of new or improved product
Amelia Jasmine MUA is one of the leading pharmaceutical companies which is offering
different cosmetic products to the customers. Currently the innovators are mainly focused with
new style matt liquid finish lipsticks. These are mainly designed to bring the organisation
forward. Different features of lipsticks are as follows:
 All of them are made of such items which provides perfect finish to users.
 It also includes the formula which contains moisture coated liquid which conditions the
lips and keep them hydrated for a long period.
 It is not like other matt lipstick which are sold by Maybelline and other competitors that
make the lip dry it is designed to provide them perfect look the women are willing to get
(New style matt liquid finish lipstick by Amelia jasmine MUA , 2019).
All the above described features are differentiating the lipsticks from other competing
products which are already in the market.
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PART 2: Critical analysis of the market context
Key market trends
There are various types of market trends in the industry in which Amelia Jasmine MUA
Is operating. In order to attain success it is very important for the company to pay attention
towards them. All of them are as follows:
 Influencer marketing: It can be defined as the form of social media marketing which
includes product placements from influencers, people and includes endorsements (Ramli,
2015). With the help of it brand awareness could be increased, trust among customers
could be built quickly and provide brand value to the clients. It is mainly focused with the
suing of key leaders to drive brand's message to the large number of customers. With the
help of it companies can inspire, influence and attract customers to buy products rather
than just marketing them. It also facilitate the companies such as Amelia Jasmine MUA
to reach its target audience effectively. By paying attention towards it the company will
be able to market new lipsticks properly.
 Digital disruption: It can be defined as a transformation which may take place due to
emergence of different types of business models and digital technologies. Now a days
most of the companies are focusing on it in order to attain growth and get developed.
With the help of it new market and value network could be created that eventually
disrupts the current market place. In order to keep the existing clients happy and crate
opportunities to grab attention of new one. It also facilitate the companies to find a better
idea to human behaviour and the way in which trends may occur over time. There are
various new ways such as Instagram marketing in which it could be used by Amelia
Jasmine MUA to market new lipsticks and increase number of customers (Carvalho,
Estevinho and Santos, 2016).
 Experiential marketing: It is a kind of growing trend in which companies market their
products or services through experienced that helps to establish emotional attachments
with clients and engage them to buy more and more products. It can help companies to
create a stronger bond between the clients and the company by using different ways for
marketing the products and services. With the help of it ability of an organisation to
transform and elevate the connections that are built by a brand with its customers. The
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different ways which could be focused by Amelia Jasmine MUA while using this trend
for its new lipsticks. All of them are immersive events, pop ups, direct SMS etc.
 Higher demand of matt lipsticks: There is high demand of matt lipsticks in the market
with such qualities that can keep the lips hydrated. This market trend is focused by
Amelia jasmine MUA and the company has launched the liquid finish lipsticks which are
providing perfect look to the women (Market demand of lipsticks in Women, 2019). With
the help of it the organisation will be able to increase its market share.
 Lipsticks that ignores dryness are in trend: Now a days matt lipsticks are used by all
the women but they avoid such brands which are providing dryness to the lips. It is also
focused by Amelia jasmine MUA and the organisation launched that such products in the
market which are ignoring dryness. It will help to attract large number of customers and
enhance the market share by satisfying their needs.
Key competitors and they way in which they are positioned
Competitors of Amelia Jasmine MUA : The key companies which are giving tough
competition to the company are Markwins Beauty Brands International Limited, Maybelline,
Covergirl, Dermalogica etc. All of them are positioning their products by providing different
types of benefits to the clients. These are good quality, lower price, various options and ranges,
discounts, festive offered etc. All these ways are adopted by them to position themselves.
Summary of current customer attitudes or behaviours in this market
Customer attitude: It can be defined as the belief, feeling and behavioural intentions of
an individual for a product which is bought by them. By understanding it the managers in Amelia
Jasmine MUA Will be able to change and monitor intentions of buyers to purchase the new
lipsticks which are sold by it. It could be favourable or unfavourable and depends upon
experience of customers. It may directly influence their buying behaviour because if they are not
having a good experience with a product then it may affect their choices of products and
services. The main target market for this product is women. Current attitude of them is that they
prefer to buy such lipsticks which are providing matt look but keep their lips hydrated. Such
products which makes their lips dry are not preferred by them (Shamim, Ghazali and Albinsson,
2016).
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Identification of main issues or opportunities that are relevant including social or ethical issues
There are various types of issues and opportunities which are relevant to the business of
cosmetics. In order to execute all the operations in systematic manner it is very important for
Amelia Jasmine MUA to analyse them so that appropriate strategy for future could be formed.
All of them are as follows:
Issues: All the problems which are faced or could be faced by organisations for its new
lipsticks are as follows:
 Preferences and choices of customers regarding gets changed with market situations.
While marketing the new lipsticks it is very important for Amelia Jasmine MUA to make
sure that all the features such as great quality, hydrated lips etc. are used to promote
them. These are not focused by the organisation then it can affect the sales and revenues
of the company in future (Lee and Lee, 2015).
 The level of competition in the market is very high and to sustain in the market it is vital
to use differentiation and innovative marketing strategy to promote the new style matt
liquid finish lipstick. If the policies are made by ignoring the competitors then it will
create problems like bad market image, lower sales and decreased market share.
Opportunities: As the idea of new style matt liquid finish lipstick is unique so it may
create different opportunities for Amelia Jasmine MUA All of them are as follows:
 The new lipsticks of the company are having various qualities such as it keep lips
hydrated, it provides matt finish etc. All these features of the product can create
opportunity for the organisations to attract large number of customers. With the help of it
market share could be enhanced.
 By promoting the new lipsticks the company can enhance its competitive advantage in
the market because of the features of them. Currently, the matt lipsticks which do not
make the lips dry are in trend as its new product fulfils all the requirements of clients so it
can help the company to be competitive in the market.
PART 3: Segmentation, targeting and positioning
Base of segmentation which is used and reason behind it
Segmentation: The process which is followed by organisations to divide the market in
different groups and segments is known as market segmentation. There are various types of
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segments which could be selected by Amelia Jasmine MUA For the purpose of promoting its
new lipsticks. All of them are as follows:
 Demographic: The segment in which products are marketed according to age, gender
rage, religion, income, education, family size, religion of customers is known as
demographic segment. It could be used by Amelia Jasmine MUA if it is planning to
market its lipsticks on the basis of one of the factors which are focused under it.
 Psycho-graphic: In this type of segment different types of elements which are related to
the habits, hobbies, values, beliefs of buyer are focused. While using this segment the
companies such as Amelia Jasmine MUA are required to market its products according to
the psychology of clients so that they could be influenced to buy the product (Elasrag,
2016).
 Behavioural: While using it for the purpose of marketing the companies are required to
segregate the market in smaller homogeneous groups. It could be used by Amelia
Jasmine MUA by keeping brand loyalty, benefits needed by customers etc. elements as
basis.
 Geographic: In this segment companies launch and market their products in a new
location for the purpose of enhancing the number of customers. Marketers in Amelia
Jasmine MUA can use this segment for the purpose of marketing its new lipsticks by
promoting them in a new geographical area.
From all the above described segments the organisation is using demographic
segmentation because the lipsticks are used by women and the company believes that the
products should be marketed among all of them. The segment will be divided by the enterprise
on the basis of gender. It is the best suitable option for the enterprise because it can guide the
marketers to formulate the strategies according to the main segment. Lipsticks are mainly used
by young women so the market segment in which the new products will be launched are
millennial females (Matt lipsticks preferred by Millennial Women, 2019). The price of them will
be moderate so the upper and middle class females will be targetted.
Summary of profile and persona of target market
Targetting: The process which is followed by the organisations for the purpose of
identifying and selecting the potential customers who are going to buy all the products is known
as targetting. As the segment will be divided by Amelia Jasmine MUA on the basis of gender so
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the targeted group for the new lipstick is millennial women because lipsticks is mainly used and
purchased by them (Main target of beauty products such as lipsticks, 2019). Company has also
planned to attract male customers as they buy it for their wife or other female friends.
Profile and persona of target market: All the large as well as small companies conduct
market research for the purpose of gathering detailed information regarding choices and
preferences of targeted customers. With the help of it unique customers profile or persona is
created. With the help of it the clients could be identified who are most likely to buy the products
sold by the company. The target market of the organisation is focused with female customers
because the lipsticks are mainly bought and used by them (Schlegelmilch, 2016).
Statement that identifies why target market should but the improved product
Positioning: The process which is followed by companies to establish a positive image in
the mind of customers is known as positioning. In order to occupy a place in the mid of
customers it is very important for companies to distinguish their products from others. While
formulating strategies for the same management within Amelia Jasmine MUA Are required to
make sure that they are providing information of all the benefits of new lipsticks (Pyo, 2015). It
will position itself in the mind of the targeted customers by fulfilling all their needs and good
quality. It will keep the lips hydrated which will help to establish a positive image in the mind of
customers.
Statement for the target market: The new style matt liquid finish lipsticks by Amelia
Jasmine MUA will provide perfect matt finish to the lips, keep them hydrated, remove dryness
and stays long lasting so that women can enjoy different types of food without any hesitation.
The new lipstick which is offered by Amelia Jasmine MUA Is not a completed new
product so the target market in this case is different from the segments which are targeted in past
because earlier lipsticks were not sold with such qualities matt finish. Now the organisation is
providing complete matt finish with liquid finish and keep the lips hydrated. It may result in
difference between the targeted customers in past and present. Previously such clients were
targeted who are willing to buy non matt lipsticks but now the selected segment will be the
women willing to buy such products. It is the main reason behind difference between past and
existing segment (Hidayat, 2017).
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PART 4: Recommended extended marketing mix
Tradition marketing mix elements
Marketing mix: It can be defied as the combination of four different elements which are
required to be focused by all the business entities while planning to market various products
among customers. All the components of it are product, price, place and promotion. All of them
are mainly related to products afterwards three new P's were also added to it which are mainly
focused with services (Huang and Sarigöllü, 2014). The additional factors are people, process
and physical evidence. In order to market the new lipsticks it is very important for Amelia
Jasmine MUA To focus on all the factors of marketing mix. Detailed description of all of them
in context of the company is as follows:
Product: All the items which are sold by an organisation to its customers are known as
products. In order to attract large number of customers it is very important for the companies
such as Amelia Jasmine MUA it is very important to make sure that all the goods that are sold to
them to the buyers are able to fulfil their requirements. As the company is currently planning to
market its new lipsticks so it is vital to pay attention towards its branding, packaging and quality
so that it can help to retain the existing clients. Another reason for focusing on them is to attract
new clients with the help of innovative features such as matt finish, ignoring dryness and
hydration to lips.
Price: In order to launch a product in the market successfully it is very important for the
companies to set appropriate price for the items. It can help to attract large number of clients
only if they price is adaptable to them. In order to market the new matt liquid finish lipsticks it is
very important for Amelia Jasmine MUA to set appropriate price for them (Fan, Lau and Zhao,
2015). For this purpose different types of pricing strategies are followed by different companies.
These are penetration, competitive, economic, premium and skimming. From all of them
competitive pricing is followed by management of Amelia jasmine MUA Ltd as it help the
enterprise to deal with high level of competition within the industry.
Promotion: It is one of the main element of marketing mix in which companies try to
promote all the products which are sold by them to the clients. With the help of it awareness
regarding the lipsticks which are sold by Amelia Jasmine MUA could be enhanced by the
company through different media such as digital platform such as social media websites. It will
help to reach maximum number of clients and increase sales of new matt lipsticks.
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Place: While making decisions regarding the channel or distribution strategy it is the
main factor which is required to be focused by marketers of Amelia Jasmine MUA The
organisation is currently selling its products through physical retail stores where customers can
visit and buy beauty products. In order to market the new lipsticks the company is required to
make sure that all of them are available in such stores where clients can visit and buy them.
Service marketing mix elements:
People: In this stage of marketing mix, organization focus on people who use their
products in order to maximise productivity as well as profitability. With the help of research,
business able to identify the demand of product & services through targeting people. This
process not only include the customers who buy products, even they include their employee who
work hard to provide best service to their customers. In context of Amelia jasmine MUA Knight,
company launch new product such as new style matt liquid finish lipstick and this product
introduced through focusing women and young generation girls (Helm and Gritsch, 2014).
Company make sure to have right people in the organization who helps in making their product
more popular among the marker. From sales person to managing director, every individual
contribute in developing product. These people are essential for Amelia jasmine MUA
organization. So manager have to focus on the people who link with the process of developing
new style matt liquid finish lipstick.
Physical evidence: Every product or services have some physical evidence which
customer pay for that. Company offer product and they charge for it according to their features
or demand in the market. In context of Amelia jasmine MUA cosmetic company, they introduce
new style matt liquid finish lipstick which is an physical product and it offer in the market for the
final use by its customers. Company offer this product to their customers and they charge
accordingly which help the business to maximise their production as well and profit margin.
Along with this, at the time of selling any product, organization have to provide product related
details such as used ingredient, their features and other facilities which they offer their customers
and satisfy their needs as well. For example: new product of Amelia jasmine MUA that is new
style matt liquid finish lipstick provide high quality finishing and long lasting.
Process: This phase include the process of moving their goods from manufacturing units
to the final consumption and customers are the final destination for the organization. In order to
deliver their products they have to make sure that, distribution or logistic management should be
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effective. It is basically relevant for the service industry but in context of Amelia jasmine MUA
which cosmetic manufacturing company, so they have to manage their their customers through
providing effective customer service in order to enhance their purchasing experience (Datta,
Ailawadi and Van Heerde, 2017). It is important for the company that how they deliver their
product to their final customers through offing their product such as new style matt liquid finish
lipstick. Manager have to build effective strategies that provide good customer service through
resolving their issues after purchasing products.
PART 5: Discussion of implementation issues
Issues related to implementation of marketing strategy
In order to implement the marketing strategy which is formed to market the new style
matt liquid finish lipstick of Amelia Jasmine MUA different issues could be faced by the
company. All of them are described below:
 Coordination between different departments: It is one of the main issue which is faced
by the management of the organisation is lack of coordination between different divisions
of the company (Baker, 2014). For example, the marketing and finance department were
not able to communicate properly which has affected the availability of funds for the
promotional activities. Lack of coordination between HR and marketing has also created
issues to promote the lipsticks because there was a lack of sufficient executives to market
which affected the promotions.
 Role of internal marketing: It is one of the element which is focused by management of
the companies while marketing different products. It is the process of promoting the
objectives, services and products of the company among employees so that they can
contribute to attain long term objectives. There was a lack of it in Amelia Jasmine MUA
because of poor coordination which has affected the engagement of staff members in
marketing functions (Piercy, 2016).
 Identification of resources and capabilities which are required for implementation:
In order to implement the marketing strategy it is very important for the marketers to
arrange sufficient resources and capabilities such as human capital, funds etc. All of them
are also required to promote the new style matt liquid finish lipsticks of Amelia Jasmine
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MUA but the management was not able to arrange them. It may affect all activities
which are going to be performed to market new items of the organisation.
All the above described issues may affect the implementation process of marketing
strategy of new lipsticks sold by Amelia Jasmine MUA to the customers because poor
coordination and lack of resources results in ineffective and inappropriate plans. If these are
imposed within the company then it may affect the whole organisation and its future goals.
CONCLUSION
From the above project report it has been concluded that strategic marketing is the
process of developing and implementing plans to market new or existing products of the
organisation. In order to analyse the market for the same purpose different factors are required to
be focused which are key market trends, competitors, current attitude of customers, issues and
opportunities for the business. With the help of all of them appropriate strategy for marketing
could be developed. When a strategy is developed three main aspects are taken in to
consideration which are segmenting, targeting and positioning. Afterwards, decision is taken
with the help of marketing mix elements. These are product, price, place, promotion, people,
process and physical evidence. The issues which are faced while implementing the marketing
strategy are related to coordination between departments, identification of resources and
capabilities for business and lack of knowledge of internal marketing.
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Online
New style matt liquid finish lipstick by Amelia jasmine MUA. 2019. [Online]. Available through:
<https://ameliajasminemua.com/collections/liquid-lipsticks>
Matt lipsticks preferred by Millennial Women. 2019. [Online]. Available through:
<https://www.psmarketresearch.com/market-analysis/lipstick-market>
Main target of beauty products such as lipsticks. 2019. [Online]. Available through:
<https://www.targetmarketingmag.com/article/market-focus-beauty-product-buyers-
28625/all/>
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Market demand of lipsticks in Women. 2019. [Online]. Available through:
<https://www.techsciresearch.com/report/global-lipstick-market/1268.html>
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