Detailed Market Analysis and Marketing Mix for Anti-Ageing Cream

This report delves into the principles of marketing applied to an anti-ageing cream, examining its product description, market analysis, and marketing mix. The analysis includes an overview of the product, highlighting its herbal ingredients and target audience of ageing women. The report then explores the market dynamics, forecasting growth, identifying key competitors such as Olay, Lakme, and L'Oreal, and analyzing customer behavior. It discusses market segmentation based on demographic, psychographic, geographic, and behavioral factors, as well as the persona of the target market. Furthermore, the report recommends marketing mix strategies, focusing on product features, pricing using a penetration strategy, and distribution through various channels. The report underscores the importance of product positioning, emphasizing quality and uniqueness in a competitive market. Finally, it highlights opportunities related to the herbal ingredients in the product, and its effectiveness to the customers, and provides a comprehensive overview of the anti-ageing cream's market potential and strategic recommendations. Students can access this and other solved assignments on Desklib.

PRINCIPLES OF
MARKETING

TABLE OF CONTENT
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Description of the product...........................................................................................................3
Market analysation of the product...............................................................................................3
Marketing mix for the new product.............................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
The principles of marketing are refereed as the strategies which the company uses in the
marketing. These strategies include the 4Ps of the principles of marketing which are product,
price, place and promotion. These Ps are interconnected working with each other. This project
will take anti-ageing cream for ageing women as the product which is seen improving day by
day. With the help of this project market analysis will be done for the chosen product. This
project will explain the market trends the scope of growth in the market for this product.
Analysation of key competitors and there positioning will be discussed in the project.
Summarizing the behaviour of the customer and their attitude in this given market. This project
will also recommend the marketing mix strategies for the chosen product.
MAIN BODY
Description of the product
The chosen product for in this project is the anti-ageing cream. This cream is a type of
moisturiser which is based on the concept of helping the ageing women to make their skin look
fresher and better. The innovation to this product is the application of herbal ingredients. This
product is very useful for those customers which are concerned with the way they are looking
due to their age. This happens because they develop certain issues in their skin which are
wrinkles, sanguineness, unnatural pattern and yellowness. Cream is best suited product for that
targeted audience in the cosmetic market (Clarke, 2018). The Demand of this cream have been
very high specially through the last few years. This is because this cream has shown some
amazing result on most of the customers using it. Mostly females are the main customer for this
product because they are seen to be more concerned about their ageing skin than men. From a
study in has been realized that this product shows positive effect after the six months of its daily
use. This shows the effectiveness of the cream and because it is now made out of herbal
ingredients the customers will opt to choose it more as it will not have any side effects like the
previous versions of the cream (Dalmer, 2019).
Market analysation of the product
The market of Anti-ageing cream has show a lot of promise in the recent years. The
market of this product is considered to increase by 6.1% each and every year (Morder
Interlligence., 2021). This forecast is very realistic because there are new customers which are

using this product every year. It is such a type of product that if a customer used it and is
satisfied by its performance it becomes a regular need. This show the potential the market of this
product has. This market of at the beginning of the pandemic did see a lot of ups and downs but
this product was the necessaries for its customers thus the market went back to normal as the
conditions improved a little. The most effective substitute to this product is the Aesthetic plastic
surgery. It is a very effective substitute but it costs way more than the price of the cream (Morder
Interlligence., 2021).
The main target of this product is the skin of the customers which use it. Ageing occurs
when this skin stretches or shrinks quickly due to weight loss and pregnancy which are the most
common reasons for such development, This is very common in most of the potential female
customers of the product. That is why the demand of anti-ageing cream is growing mostly in the
older population. The Covid- 19 pandemic has slightly impacted the market trend of this product.
The hospital in most of the countries now do not have the time or space for holding the aesthetic
al and cosmeceutical treatments. This has increased the demand of the product even more in this
market. The previous creams which were made out of chemicals contained some drugs which are
Rapamycin and Doxycycline. These drugs were found to be useful for the treatment of Covid 19
infection. This decrease the use of these drugs on production of the anti-ageing cream. That's
why herb-ally made anti ageing have good scope in the future market (Zaid and Al Ramahi,
2019). Due to the pandemic the buying power of the customers have also decreased a lot in
comparison to what It was prior to the pandemic. The result of this is seen that the customers are
not spending unnecessary money on product which are not required by them for the simple
purpose of living. Due to this many customers are also not choosing the cream instead of the
surgeries. This are those customers which have a high standard of living. In the recent study it
has been found out that the cream made out of drugs is affectingh skin of many customers which
are using it. Usually the cream shows this effect after 1 year of use therefore the customers are
looking for safer options, this product is a very safe choice for those customers which have
sideeffects of the product and as a result the demand of this product will increase.
The competition in this market of anti-ageing cream is very huge. Many companies are
adopting to new strategies and product for improving their position in the market. Some top
competitors are Olay Olay, Lakme , Pond's and L'Oreal. All these companies produce almost
similar and effective product in this market and are a huge competition for this chosen product.

The upper hand for the chosen product is that it is made out of herbal products whereas all the
products made by the competitors are made from the use drugs and chemicals. The customers are
very concerned about the skins. Some of them have seen side effects on using anti-ageing cream
made out of drugs. This also has some negative impacts on the skin of the customers as it burns
the skin some time if over used. All this negative impact of the existing creams are affecting the
position of the herbal cream in this competition (Gotteiner, Mas-Machuca and Marimon, 2019).
It get huge competition from the some of the surgeries which are done by the hospitals this is a
very effective way for reducing the way the customers of this company looks. Such types of
surgeries are known as Aesthetic plastic surgery. These surgeries require good hospitals and also
is very expensive comparison to the anti ageing cream that is way cheaper than the surgery.
The customer behaviours of the product is actually very specific. These customers want
to reduce the ageing marks on their skin without harming it. The easy way of doing that is by
using the Aesthetic plastic surgery which is very costly and thus is avoided by most of the
customers. Another very important fact of the customers of this product is that they do not stop
using this product if it starts showing positive results. This is a very helpful behaviour of the
customers to the company choosing this product. Thus, it can be said as an opportunity which
arises for the company in the market of this product. Some other opportunities for this product is
existing anti-ageing cream is made from the drugs which is now being used as treatments for the
Covid 19 therefore this product can which is made out of herbal ingredients it is very
opportunistic. The behaviour of the customers is mostly constant as the customers are the female
which are suffering from signs of ageing which is a very signifiant issue to them.
Segmentation is a process of dividing the marketplace into parts. The reason of
segmenting market is to access easily as it is not possible for companies to access and attract all
types of people. So, as per the characteristic of products, they segment market. There are 4 types
of segmentation such as:
Demographic:
When market is being segmented on the basis of education, religion, gender and
education then it is considered as demographic. Pink Pretty beauty and personal care company
segmented its market on the basis of gender and income (Rakelly and et.al., 2018). Women with
high and medium income will be segmented under this type for increasing attraction rate.
Psychographic:

When market is being segmented on the basis of lifestyle, values, interest and opinion
then it is known as demographic. This company has segmented its market on the basis of
lifestyle, social status and interest. Women who maintains high social status and want to make a
good impression on others by looking good and younger will be segmented under this type.
Geographic: It refers specific location and area as when company segment its market on
the basis of country, weather, density and region then it is known as geographic segmentation.
This company has launched its new product in its local area so it has segmented market on the
basis of region.
Behavioural:
When people or market are being segmented on the basis of customers’ loyalty,
engagement and usage basis then it is called behavioural. Pretty Pink company has segmented
market on the basis of behaviour of people on the basis of usage. Women who prefer to use such
products and want to look younger will be segmented under this type.
Persona of target market: After segmenting market into small and specific group,
company needs to target people on the basis of segmentation. As per the features and the type of
product this company has target Women of the age group of 35-60. It will target middle and
higher income of women of its local area, England. In addition, women who wants to look
younger and maintain high quality and standard of living, are being targeted (Hung and et.al.,
2019). It is also found that as per the features and effectiveness of organic anti-ageing cream, it
has target women with improved lifestyle and consists values. Women who are working and skin
conscious are being. It is believed that by targeting women on the basis of all these segmentation
and basis, it can increase sales and competitive advantage as well.
Positioning:
Market positioning refers an ability of company to influence consumers’ perception.
Where products of companies stand in the market is known as positioning or position of new
product in the market. In the regard of organic anti-ageing cream that Pink Pretty wants to launch
and offer to customers, it can be said that it is positioned on the basis of quality and uniqueness.
There are only few companies that offer fully organic and natural beauty products (Dobber and
et.al., 2017). By measuring effectiveness of its products and conducting survey in order to know
that whether customers are loving this product or not, it can improve its positioning.

So, on the basis of STP of Pink Pretty company, it can be said that it can grab attention of
women to the great extent and can increase sales.
Marketing mix for the new product
Product:
Product that this company want to offer and launch in the market is organic anti-ageing
cream. The main reason of offering this beauty product is to makes women feel valued.
Nowadays people are becoming skin and health conscious. They prefer using such products by
which they look graceful. It is found that when women look beautiful and graceful then it boosts
their confidence. Some features of this beauty product are: it is made up from organic and all
natural ingredients. It is for all skin type.
Price:
Pricing strategy also plays a vital role in attracting customers and it is the new product
that is going to be launched in the market. As there are several players and well-known
companies who are also selling products like this. So, for being in the market, penetration
pricing strategy is being used (Solimun and Fernandes, 2018). In this strategy, prices of products
and services are being set lower initially and after some changes are being made as per the
demand of the product in the market.
Place:
As it is the new product that Pink Pretty company is going to offer to its target market so,
initially it will offer or sell products from its local stores. It has opened a store in main centre
area as it will be easier for customers to reach and buy products. It has tied up with small
retailers and customers can buy this organic anti-ageing cream from such retailers as well.
Promotion:
It is one of the main element of marketing mix that helps company in promoting its new
products in the market. As Pink Pretty company wants to launch new organic anti-ageing cream
in the market so, it will promote its products through direct marketing. For making people
aware about this new product, it is important for this company to meet customers face to face and
providing them detailed information to them and influencing them for buying products.
People:
It has 50 skilled employees of marketing, production and customers service department.
All these skilled workforces are qualified and experienced. They play a vital role and can help it

out in attracting customers as well as increasing customers’ experience. Marketing department
and all staff of this department is the main key of success of this company and can help it out in
making people aware about effectiveness of its products and services.
Physical evidence:
This company has attractive infrastructure in its store also it provides this product in
several sizes, packaging and colour. This physical evidence can also help it out in attracting
target market (Al-Da’abseh, Aljawarneh and Shwiyat, 2018).
On the basis of above marketing mix strategy of Pink Pretty beauty and personal care company,
it can be suggested that it should focus on promoting products via social media platforms.
People nowadays spend a lot of time in social media so, it will help this company in making
people aware about it and attracting them. Also, company should provide some discounts for
better promotion as it can provide discounts and offers like buy 1 get one free, get any 6 products
in only £5 and other specific price.
In addition, it can also be suggested to this company that it should focus on providing and
offering its products online via social media and website. Official website plays a vital role as by
making its website attractive, it can attract customers and can also cover lead. By delivering
products at home door, it can be in the competition and can accomplish its all goals.
CONCLUSION
It has been summarized from the above study that marketing plays a vital role in
promoting as well as launching a new product in the market. It helps companies in making
people aware about effectiveness of new products and attract them for buying that products. It
has further discussed current market trends of beauty and personal care sector. Identification of
current trends also help companies in attracting customers and increasing sales. It has further
discussed effectiveness of segmentation targeting and positioning strategy in marketing as by
targeting specific group of people, company can save time and cost.

REFERENCES
Books and Journals
Al-Da’abseh, T.A.R.I.Q., Aljawarneh, N. and Shwiyat, Z., 2018. Marketing mix startegies and
its impact on organizational performance efficiency in the Jordanian company for
investment and supply-safeway: An empirical study. Invention Journal of Research
Technology in Engineering & Management, 2(2), pp.14-23.
Clarke, L.H., 2018. Women, aging, and beauty culture: Navigating the social perils of looking
old. Generations. 41(4). pp.104-108.
Dalmer, N.K., 2019. A logic of choice: problematizing the documentary reality of Canadian
aging in place policies. Journal of Aging Studies. 48. pp.40-49.
Dobber, T. and et.al., 2017. Two crates of beer and 40 pizzas: the adoption of innovative
political behavioural targeting techniques. Internet Policy Review, 6(4), pp.1-25.
Gotteiner, S., Mas-Machuca, M. and Marimon, F., 2019. Fighting organizational decline: a risk-
based approach to organizational anti-aging. Management Research Review.
Hung, W.C. and et.al., 2019. Scops: Self-supervised co-part segmentation. In Proceedings of the
IEEE/CVF Conference on Computer Vision and Pattern Recognition (pp. 869-878).
Rakelly, K. and et.al., 2018. Few-shot segmentation propagation with guided networks. arXiv
preprint arXiv:1806.07373.
Solimun, S. and Fernandes, A.A.R., 2018. The mediation effect of customer satisfaction in the
relationship between service quality, service orientation, and marketing mix strategy
to customer loyalty. Journal of Management Development.
Zaid, A.N. and Al Ramahi, R., 2019. Depigmentation and anti-aging treatment by natural
molecules. Current pharmaceutical design. 25(20). pp.2292-2312.
Online
Morder Interlligence., 2021. Anti-aging market - growth, trends, covid-19 impact, and forecasts
(2021 – 2026).[Online]. Available through:
<https://www.mordorintelligence.com/industry-reports/anti-aging-market>
Business management: [Online]. Available through: < Business Management Definition:
Everything You Need to Know (upcounsel.com) >.