Detailed Marketing Report: Group Boticario's Strategies and Challenges

This report offers a comprehensive marketing analysis of the Group Boticario company, a major player in the Brazilian cosmetic industry. It begins with an overview of the organization, detailing its mission, vision, and operational processes. The report then delves into the company's market segmentation, targeting, and positioning strategies, identifying its target customer demographics. An analysis of the marketing mix elements, including product, price, promotion, and place, is provided, highlighting both strengths and areas for improvement, such as the need for enhanced promotion and e-commerce strategies. The report also explores the company's competitive positioning and the challenges it faces in the market, offering insights into how Group Boticario can refine its marketing mix to strengthen its market position and attract a broader customer base.

MARKETING

EXECUTIVE SUMMARY:
In the report we analyse over view of the Group Boticario company, objective , mission,
vision and working process. The company Boticario group discussion on the market
segmentation, targeting and positioning for the organisation. In that we also describe company
target customer according to age and gender. The company try to make position in the
competitor market. In that we find company market strategy. The company try to analyse
marketing mix issue. And company work for improve company marking mix strategy. The
marking mix support company to consist target market and achieve position.

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
1. Overview of organisation .......................................................................................................3
2. Explain the market segmentation, targeting and positioning..................................................4
3 Marketing mix issue ................................................................................................................7
CONCLUSION..............................................................................................................................10
REFERENCE:................................................................................................................................13
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INTRODUCTION
Marketing is a process of exchange services and idea. Marking is business to create
relationship and activity for customer and customer satisfaction. Marketing is identified customer
need, demand and full fill through an exchange process. Seller and buyer exchange good services
and ideas for money. Company “ Group Boticario ” is second biggest company in Brazilian. The
company provides cosmetic product. Company have 4070 store in Brazil, Portugal, Mexico,
Bolivia, Peru, United state and Japan (Huang and Sarigöllü (2014). Group Boticario is a private
industry for providing cosmetic services. Company founded in 1977 and now number of
company employee 10000 (Boticario, 2018).
http://www.grupoboticario.com.br/pt/grupo-boticario/Paginas/Inicial.aspx
Group Boticario is the largest franchise for providing cosmetic service in the world (Todorova,
(2015). The company provide there customer beauty product, body care, facial care, sun care,
make up, soaps and shampoos. In Report we analyse organisation overview and how company
work for attract customer and give offer. In report we also discuss market Segmentation,
targeting and posting of Group Boticario product. Analyses marking mix issue and its effect on
market positing.
TASK
1. Overview of organisation
Group Boticario is private company and company provide cosmetic product there
customer (Armstrong and et.al., 2015). Group Boticario is second biggest company in Brazilian
in cosmetic services. The company provide there customer approximately 480 products.
Company divide product in different categories like body care product, facial care, sun care,
make up, shampoos etc product provide company for attract customer.
The company founded in 1977 at city of Curitiba capital state of Parana in Brazil. Now in
the company 10000 employees work and company generate every year revenue. In 2017
company generate $3.1 Billion revenue. The company have 4070 store in different location and
the company also provide there customer online and home delivery services. The company has a
big brand in beauty care product and company provide there services in 8 countries, 750 cities or
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4000 point sales, so the company make the largest beauty franchises product in the world
(Wongleedee, (2015). The company objective is provided customer cosmetic product at large
level and make more popular brand the company want to make 1 biggest company in beauty
product and cosmetic item in Brazil.
The company objective is expanded there business in all word and achieve company
objective or goal the company make beauty product and services for the providing customer
service and improve company productivity and profitability. The company main objectives is
improved company customer service and complete customer demand. Company vision is
developed company cosmetic services and provide customer high quality services according to
customer demand. Company mission is developed company product and improve manufacture of
the company production the mission also help company to achieve high quality standers for that
meet high quality standers. In analyse of Wongleedee (2015, pp.2080-2085).The Boticario group
is work for provide customer cosmetic services and complete customer need and demand. The
company provides different type of product for the customer need and requirement. The
company also make different types of cosmetic products for attract customer to user Group
Boticario services for the customer altercation company provide many offers, gift and other
attracting schema.
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2. Explain the market segmentation, targeting and positioning
 Market segmentation
Market segmentation is distributing a large and high customers and company market,
generally exiting of concern and potential customers, come with sub groups of consumers based
on served to some characteristics. Market segmentation research look for common feathers such
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Illustratio 1: Beauty market in Brazil
Source: (Beauty market in Brazil, 2016)

as shared needs, demands, same lifestyle, same demographic profiles and general and common
interests. BOLICARIO company provides cosmetic products for their customers. They will be
given products accordingly, customers based on good items. The company will analysis for
market segmentation for customers demands and needs according. There are many ways of
segment ion a market have been clarified. Like business to customers, the marketer might market
segmentation into various ways of company or countries. Marketers might market segment into
lifestyle, behavioural, demographic or any another useful segments.
Balocario will assume very different market segments, so market segments required
various marketing functions. Like as many offers, promotion, contribution and distribution,
prices or other programs of marketing variables. BOLICARIO company will make plan provides
many offers for their customers. They want to more than profits earn to their market and more
than developments. The company should have used to support marketing strategy planning and
developments, so they will analysis from market segmentation. Market segmentation is most
popular and profitable segments, it is development of market profile and order to good
understand for customers needs and purchase motivations or it is not only creating and designed
to define the most beneficial segments.
The company will use to market segmentation for cosmetic products, so they will be use
for a particular product like sun care product. They want to good products provides for their
customers. But BOLICARIO company competitors are available for competition in the market.
Competitors will be given same product to minimum price for their customers. So they can earn
maximum profits for their markets. Competitors are making new designs for the products thus,
customers are attracted their products (Stead and Hastings, 2018). BOLICARIO have not well
economy of their market conditions. So they will try for maximum earning and more than profits
so they can minimum price of products sell for their customers. BOLICARIO should have taken
new developments, new trends and designs, lifestyle in the segment of the market.
 Targeting
In analyses of Bahadir, Bharadwaj and Srivastava (2015, pp.596-619) Targeting is the
next step of the market segmentation. It has been separate and different segment before
positioning. The seller will choose a segment or number of segments and target them. There are
resources efforts can be targeted at the market segment. It is including single product so that is
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firs segment of the target. The company will decide how to use segmentation for their target
fulfilled. BOLICARIO company should have provides products for their customers needs and
demands accordingly. The target market authorize a company to connect with customers in the
market. It is also allows a business to hone in on special market. The market factors will through
sale and marketing efforts for their customers. The company will make different strategies and
new plans for achieve their targets. They want to completed maximum target from their
costumers demands and requires and satisfaction. BOLICARIO company should have use broad
market into small segments to full on focuses on a unique group of peoples within their
customers. They can concentrate solely on sharing and serving their customers.
There are various segments are use for targeting and good or services. It is given
framework for market planning goals and missions. There are select market for targeting of
markets. BOLICARIO will decide target for maximum profits and customers satisfaction. They
should have complete target from their sales. In analyse of Lovelock and Patterson (2015, pp.
113-132). The company should have make a plan for set the company goals and objectives, so
they will achieve the target from their goals and objectives. The company can target young
females who are addicted of using various types of new cosmetic products. This will help in
building large customer base in different market. Also, targeting females from age of 21 to 40
will be beneficial in marketing of products. BOLICARIO company will make different policies,
and they will provide offers, discounts and sale discounts for their customers. So they can fulfil
their market target. This company has through good product or services for their customers based
on needs and wants accordingly
 Positioning
There are develop details and information products positioning for chosen segments. It is
also developed the marketing mix plan for chosen segments. There are market segmentation,
targeting and positioning concentrate on commercial effectiveness, choose the variable segments
for BOLICARIO company and then market mix developments and they will make products
positioning strategy for any other segments. The customers are search the internet when
comparing products, and they are look for interested in shopping or not. In analyses of Datta,
Ailawadi and van Heerde (2017, pp.1-20)The market positioning in two variables to illustrate
the market overview then they are decided for needs and works. Market positioning has efforts to
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customers perception of related top brands and products. It is main goals and objectives to clear
and special, benefits position in the buyers mind. The BOLICARIO company should have full
efforts to their females customers perception of related to unique and top brands or products.
This company will provide cosmetic items like, sun care, body care, bathing soap and shampoo
etc. they will make good position for their brands and products (CONSUMER BEHAVIOUR.
2018).
The female customers are required cosmetic products from BOLICARIO company.
Product positioning operates with justified specific, unique market segment for their target fulfil.
There are full focuses on female customers, because they have use maximum cosmetic products.
They need to good brand of products and good quality of items, so they will pay minimum price
of their products. In education to identifying women based on stylish, fashionable, unique and
specific products and services provides for good offers and discountable prices.
In market high competitive flow when they are defining the positioning terms of their marketing
plans. The company should have make planning for better positioning products. Because
customers and audience want to the best quality of products and brands for their needs and
demands according. BOLICARIO company should have created innovation for their business
growth.
3 Marketing mix issue
Marketing mix issue define company face some problem in the competitor market. that
will be show company strategy and polices are not proper or they were not work properly. The
company face marking mix issue in the market planing, promotion, product, price and company
working process. If company 7 p's of marketing mix apply properly in the market that time the
company nor face marketing mix issue.
The company Group Boticario face promotion issue in the market. the company not make
promotion of product in market. The company not do product promotion and product marketing.
So the company promotion strategy is very law. So company beauty product are popular but
customer are not attracted to use Group Boticario product. In analyese of Helm, and Gritsch,
(2014, pp. 29-43). the company Group Boticario only sale there product at large level and the
company no give there customer any offer so the company promotion strategy is very law.
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The company Group Boticario not use E- commerce service for provide customer
service. In the E- commerce service the company use at low level so the competitor market catch
all market and attract customer for using competitor service. The company Group Boticario work
only for the loyal customer and not want to make new customer to use promotion and E-
commerce strategy. In analyse of Stead and Hastings (2018, pp. 29-43) Company provide there
many types of product services. So the customer are attracted to use company facility but
company E- commerce facility is bad so the customer are move competitors product and
services.
Marking mix
in analyse of Huang and Sarigöllü, (2014 )marketing mix element define market planing.
The marketing mix manage company product, plan, promotion, decision and other market
strategy for product and service development. Group Boticario use marking mix for develop
company productivity and improve company profitability. When company make marking
planing that time the company make research in market and analyses customer need. The Group
Boticario target woman, girls for making research for develop product and service. For the
product development the company make marking mix chart and analyse company activity.
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Illustration 2: marketing mix

Element of marketing mix:
Product:
the company make product and services for the complete customer need and demand.
The company Group Boticario provide there customer tangible services in that service the
company provide beauty product and services. The company provide sun cream, facial care
product, body cares and markup services. In analyse of Lee and Kotler, 2015 The company make
product according to woman customer demand and make service for the customer satisfaction.
Product life cycle define company growth and user of the product the company Group Boticario
some product life cycle is long time and some is short. In beauty product company make product
life cycle is short. Because company product life. The company Group Boticario make a product
life cycle chart for analyses product growth and market demand.
Price:
price describes that amount pay by customer for using services. Group Boticario
company use product and services price according to product. But company want to make brand
image so the company make high price in the competitor market. The company price will be
high but customer use company product and service because the company provide better quality
service and product. Group Boticario product price will high that time some customer are start
use competitor services. In analyese of Todorova, ( 2015)The company Group Boticario target
loyal woman and girls customer for the providing the best facility and services. The company
Group Boticario want provide the best product and services so the company product price high.
The company makes many pricing strategy for decide product piece and services. The pricing
strategy is the market penetration, skinning and neutral pricing help company to set product
price.
Place:
In analyses of Soni, (2018.)The company Group Boticario have 4070 store for the
providing services. The company product and services distribution polices are strong. Group
Boticario placement or distribution services gain market share and customer attraction for the
buy Group Boticario product. The Group Boticario product distribution services make effective
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business strategy the company develop business at 8 country, 750 cities or 4000 point sales, so
the company use distribution strategy. That strategy is Intensive distribution, Exclusive
distribution, selective distribution and Franchising strategy help company to serve product in the
market and provide the best customer facility for the customer attraction. The company covers
all cosmetic shop for distribute product.
Promotion:
promotion strategy is important in the market for boost company product and services.
The company Group Boticario currently promotion strategy is not good. The company
promotion not affect to boost brand image and develop sales. The company have to make
changes and develop brand strategy. For the strategy development company marketing team and
humane resource team make research for identify customer need and how to attract customer to
use company product services. The promotion element help company to develop company
product so the company make sales promotion, attracting advertisement, public relation and
improve sale organisation. For the promotion strategy the company give special offer for
customer like beauty tips extra beauty care product and provide gift customer to invite customer
to use beauty services(practices of human resource management. 2018,).
People:
it will be define company employee and target customer. In people the company direct
related on thee company employee work. The company give employee training and development
for improve company profitability and productivity. In analyse of Lantos, (2015.)If employee are
motivated for the work that time employee try to achieve company target and objective. For
Group Boticario company employee are important for provide customer services. Because
company have many branch so the company need employee to provide company services.
Group Boticario include in people company employee management, company culture and
customer services. In the customer company try to provide the best service and attract customer
to use company services. If company employee are well trained and skilled that time company
working process will be improved and profitability and also help company to achieve objective
and goal.
Process:
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