Marketing and Management Report: Blackmores Case Study

This report provides an analysis of Blackmores' marketing and management strategies, focusing on their approach to promotion, pricing, and product development. It examines Blackmores' entry into the Asian market, particularly China, and their collaborations with brands like Bega Cheese and their plans to produce infant formula. The report highlights the importance of digital marketing, social media platforms like WeChat and Weibo, and the use of the Ansoff matrix for product analysis. It also discusses their pricing strategies, the role of flagship stores, and their expansion plans, including market development through multivitamin tablets for different age groups and potential diversification. The report references Armstrong et al. (2015), Blackmores.com.au (2018), Gordon (2012), Jobber and Ellis-Chadwick (2012), and Tuten and Solomon (2017) to support its findings.

Running head: MARKETING AND MANAGEMENT
Marketing and Management
Name of the Student
Name of the University
Author Note

1MARKETING AND MANAGEMENT
Promotion
The promotion of their products is very important aspect in determining the marketing
strategy. They have focused on entering the Asian market with China and they have decided to
work together with many famous brands like Bega Cheese. One of the most useful components
they have used is the Fusion Therapeutics to produce the natural medicines. They are also eyeing
to produce the infant formula (Blackmores.com.au 2018). As this is very early venture into the
production of infant medicines, they will need to take the ideas from the expert chemists. This
will enhance their reputations as well. Many Chinese tourists often come to Australian cities like
Sydney and Melbourne. Blackmores has been very much interested in promoting this product
because there is a huge prospect in this. They will look to sell this product through their flagship
stores and online stores. They will look to make their promotion through the social media. The
infants should be their first priority in their advertisements (Armstrong et al. 2015). They must
focus on stretching their flagship stores so they can avail the best services from the authority of
Blackmores (Blackmores.com.au 2018). The digital marketing strategies will really be helpful
for them. They can get the attention of their customers through the social media platforms. They
will use the different social media platforms like WeChat and Welbo. The natural and herbal
products can be promoted through the social media strategies.
Pricing
The pricing strategies should be fixed by Blackmores with much attention. The economic
conditions of Australia play a huge role in fixing their pricing strategies (Gordon 2012) The
effect of global recession has been one of the major issues in their pricing strategies. They are the
market leaders in this industry so they have to make the pricing strategies. The middle class
people can afford their products very easily so they keep the prices of their products according to

2MARKETING AND MANAGEMENT
that only. They can attract the consumer decisions through the pricing strategies (Gordon 2012).
The raw materials can be found at low cost and this can be helpful in keeping the costs low. The
cost for setting up the digital marketing strategies would be highly important as well.
Products
The product that will be most interesting thing is the multivitamin products. The Ansoff
matrix can be used in this context to judge the issue of product properly.
Market/Product Existing Market New Market
Existing Product
Market Penetration
 Blackmores is
considered to be the
leading organization in
the supplement and
multivitamin brands.
This is why they have
a good reputation in it.
 The performance of
Blackmores in the
supply chain is very
much on the
improvement (Gordon
2012). So the
customers can expect
better performance in
it.
Market Development
 They can develop
multivitamin tablets for
the women over 50 years
of age and the teenagers.
 They can also develop
the multivitamin tablets
for men as well over 50
years and teenagers.
 They can develop for
catering to the needs of
the Chinese market.
 They can acquire the
global therapeutics so
they can produce the
herbal medicines.
New Product Product Development
 They can develop the
products like
Odourless Fishoil
+D3.
Diversification
They can opt for the
market diversification
through the Infant
formula by partnering
with Bega.

3MARKETING AND MANAGEMENT
 They can increase the
number of their
flagship stores.
Place
The flagship store of Blackmores is located at Bondi. In this flagship store, the customers
can get consultations in private with various experts like the well qualified naturopaths, through
several seminars regarding health and yoga classes for the parents. This flagship store is regarded
as a very new idea to cater to the needs of the present and potential target audience of
Blackmores (Jobber and Ellis-Chadwick 2012). This can be taken as a shop for mitigating all the
serious health issues. This will also help them to get more customers at their disposal. They used
to sell their products in the supermarkets and chemist shops. Now they have upgraded their
marketing tactics that will help them to get more customers.

4MARKETING AND MANAGEMENT
References
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Blackmores.com.au (2018). BLACKMORES Vitamins & Supplements - Australia's #1. [online]
Blackmores.com.au. Available at: https://www.blackmores.com.au/ [Accessed 6 May 2018].
Erdoğmuş, İ.E. and Cicek, M., 2012. The impact of social media marketing on brand
loyalty. Procedia-Social and Behavioral Sciences, 58, pp.1353-1360.
Gordon, R., 2012. Re-thinking and re-tooling the social marketing mix. Australasian Marketing
Journal (AMJ), 20(2), pp.122-126.
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing (No. 7th).
McGraw-Hill Higher Education.
Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage.