E45 Brand Transformation: A Strategic Marketing Case Study Analysis

This case study provides a strategic marketing analysis of the E45 brand, focusing on its emphasis on simplicity in the beauty market. It examines market size, trends, competitor analysis (including threats of new entrants and substitution, competitive rivalry, and bargaining powers), and macro factors like political and economic influences. The analysis identifies the brand's strengths, weaknesses, opportunities, and threats (SWOT). Customer analysis targets women who prefer simple skincare routines, and stakeholder analysis considers customers, government policies, and supplier relationships. Key marketing strategic objectives include reinforcing the brand's image of simplicity, utilizing various promotional techniques, transforming packaging, and increasing brand loyalty. The study concludes by highlighting the importance of achieving strategic marketing objectives in the context of micro and macro environmental factors, referencing academic sources to support its findings. Desklib provides access to similar case studies and solved assignments for students.

Strategic Marketing

Introduction
Strategic marketing is related with formulation of specified objectives in order to
achieve it as per the present market analysis. Presently there is evaluation of the case
study of WARC E45 brand based on beauty of simplicity.

Market size and trend data:
 a) Market size and trend data:
In the present changing trend of external market there are 74 percent brands who are disappearing very
fast. E45 is one such brand that is approx 60 years old. 61 percent of the target market not considering
the brand that is leading to downwear spiralling sales.

Competitor analysis
Threat of new entrants: There is high threat of new entrants because many customers may consider E45
as the outdated brand.
Threat of substitution: There is high threat of substitution which may affect the brand as existing new
brands can easily launch some new products that can be substituted by the present customer base.
Competitive rivalry: E45 is having a competitive advantage as they are able to develop the positioning
and the present changing nature will help in contextualising of the modern world.
Bargaining power of suppliers: There is high bargaining power of suppliers because E45 need to
manage the present long term relation with their suppliers for the purpose of having long term advantage
in the organisation.

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Bargaining power of customers: Customer bargaining power is high as there are many different options
available that can easily be substituted in the present situation. For this purpose it becomes important for
E45 to focus on using the process of elevating the “straight up skincare” beyond the functional past.

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Political factors: The present Brexit referendum has affected the trade policies which may lead to
impact on the present brand transformation aspect of E45.
Economic factors: The present covid 19 scenario has lead to shifting preference of people towards
essential commodities which may affect the decline in sales for E45.

Micro factors
strength: There are some of the factors that includes the present strength of the brand that is related with
using its existing brand image.
Weakness: The E45 brand is a very old brand that is 60 years back there are some customers who have
developed a notion for it as outdated.
Threat: E45 is suffering from high threat for its image as a brand not being able to cope up or move along
with the changing customer requirements.
Opportunities: There is a opportunity of transforming, using of social media marketing as tool for complete
transformation of the brand.

Customer analysis
 Customer analysis
Customer segment of E45 brand includes the target customers who are straight up
women. The brand needed someone who is representing the persons who fought for
adversity, the main target women includes the women who are having preferences for
simplicity and the women who are aspired to become confident in their own skin.

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The customer segment that is focussed by the brand includes the women who are having focus on
simple skin care routine. It can help in enhancing the focus on things that mattered for such simple
women. Complexity is sometimes leading to women being more confused. So E45 is willing to
approach a target segment of customers which can transform the present usage of products. The
women who are some speciality and are part of the niche market segment. They are focussing on
the brand strength and communication is done in a emotional and not in a rational way to
understand the broader importance of simplicity.

Stakeholder analysis;
Customers: Customers changing purchasing behaviour is also affecting this process. There is
need to re contextualist in this changing world, for this E45 is working towards re dress and
re formulate to please the new demographic of customers.
Government: Government is changing various policies and laws very frequently that may
affect the present brand transformation process for E45.
Suppliers: E 45 has to maintaining positive long term relations with the suppliers so that
they are able to meet the present transformation needs.

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Key marketing strategic objectives:
Based on the above made analysis there are certain strategic marketing objectives that have been
set up by E45 as mentioned below:
There is focus on brand strength of “simplicity” as customers are willing to have less
complicated skin care routine that can enhance the focus on things that matter the most.
E45 has to develop some brand promotion techniques by use of OOH commutations, social
media platforms and television mediums.
To transform and change the packaging from “dermatological” to a “straight up skin care
routine”.
To drive 36 percent increase in their rich range and 6 percent enhancement in the loyalty aspects
of the brand.
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Conclusion
From the above made analysis it is concluded that there are certain strategic marketing objectives that
are to be achieved with respect to overall organisation functioning. There are some micro and macro
factors which are affecting the present functioning of the brand.