Nature Secrets: Integrated Marketing Communication Report Analysis

This report provides a comprehensive analysis of the integrated marketing communications (IMC) strategy for Nature Secrets' new 'Acne Fight Cleanser' product. It begins with an acknowledgement and executive summary, followed by a company introduction outlining Nature Secrets' herbal cosmetic manufacturing operations in Sri Lanka. The report then delves into the marketing communication environment using a PESTLE analysis, examining political, economic, social, technological, and legal factors impacting the product launch. It identifies the target audience through market segmentation, considering demographic, behavioral, psychographic, and geographic factors. The report further explores promotional tools, budget allocation, and promotional objectives, with a focus on advertising through television commercials. It details the promotional message, schedule, and methods for measuring campaign effectiveness, supported by tables and figures. The report highlights how the company can measure the effectiveness of the campaign and concludes with references.

Contents
Acknowledgement...........................................................................................................................6
Executive Summary.........................................................................................................................7
Company Introduction.....................................................................................................................8
.........................................................................................................................................................8
Q 01. Marketing Communication Environment and the Target Audience....................................10
1.1 Marketing Communication.............................................................................................10
1. Political Factors.....................................................................................................................10
2. Economic Factors..................................................................................................................10
3. Social Factors.........................................................................................................................11
4. Technology factors................................................................................................................11
5. Legal Factors.........................................................................................................................11
1.2 Segmentation.......................................................................................................................12
1.2 Target Audience..............................................................................................................15
Q 2. Promotional Tools and Promotional Activities.....................................................................16
1. Sales promotion.........................................................................................................................17
3. Direct Marketing........................................................................................................................18
4. Personal Sales............................................................................................................................19
6. Digital marketing:......................................................................................................................19
2.2 Budget Plan..........................................................................................................................20
Q 3. promotional tool and determine promotional objectives.......................................................21
3.1 Advertising..........................................................................................................................22
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3.1.1 Television Commercials...............................................................................................23
Q 4. Promotional Message...........................................................................................................25
Q 5. Promotional Schedule............................................................................................................28
Q 6. could measure the effectiveness of the campaign..................................................................30
References......................................................................................................................................35
Table 1: Budget plan.....................................................................................................................21
Table 2: schedule develop.............................................................................................................29
Table 3: Social Marketing Promotional Schedules develop..........................................................30
Figure 1: Company logo..................................................................................................................8
Figure 2: Product design poster....................................................................................................28
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Acknowledgement
I would like to express my sincere gratitude and appreciation to all those who always guided me
and gave me the possibility to complete Integrated Marketing Communications Report. I take
this opportunity to express my utmost regards to our respected lecturers Miss. Hansi ariyaratna
whose unparalleled knowledge, moral fiber and judgment along with their know-how, was an
immense support in completing this assignment report in a highly successful manner. I would
also like to acknowledge with much appreciate, especially my classmates have made valuable
comments for my report. I also specially thanks for my parents that who encouraged me and
about strengthening me at all the time.
Executive Summary
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The main purpose of this report is to understand promotional campaign for new product and
promotional tools, strategies with nature secret company new beauty product of "Nature secret
Acne flight cleanser" through integrated marketing communications.
This report further assesses the promotional mix and marketing communication environment
with pestl analysis and tools of integrated marketing in maintaining a tools and explains the how
to allocate the budget to this new product campaign.
firstly, here the company's new product of "Nature secret Acne Fight cleanser", explains how to
first assess nature marketing company's marketing communications environment and briefly
assess the target audience. Further, the tools used to promote the company's new product and It
describes how the company budgets allocation for each of these promotional activities.
Next, one of the promotion tools is selected and used to determine the promotion objectives for
the new product of nature secret. Next, this report will further design the promotional message
for the new product to be introduced by Nature Secrets through a selected one promotional tool.
This report further develops the promotion schedule of Nature secret company's new product
"Nature secret Acne Fight cleanser" and discusses ways to measure the effectiveness and
effectiveness of the campaign
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Company Introduction
Nature’s Secrets is the Sri Lanka’s largest herbal cosmetic manufacturing company which
operates in beauty and herbal cosmetic industry. Nature’s Secrets is really a blend of modern
cosmetics technology and ancient natural beauty secrets from the tropical island of Sri Lanka.
Nature’s Secrets manufactures 4 ranges of personal care products namely, general, platinum,
herbal heritage and salon & spa range. And they produce body care, face care, hair care and foot
care products for all types of skins and for both gender. Nature’s Secrets herbal cosmetics are
manufactured by Nature’s Beauty Creations (NBC) in Sri Lanka by maintaining ISO and
European recognized GMP standards.
Sri Lanka is one of the prominent countries in growing the herbals. NBC has created an herbal
garden which consists of over 500 varieties of medical plants around its high-tech factory,
making it an exclusive competence in the world and also established Sri Lanka’s only privately
owned Plant Research Centre dedicated to carrying out scientific research on precious medicinal
plants of Sri Lanka. Today Nature’s Beauty Creations takes pride in driving the herbal cosmetics
market in Sri Lanka. These genuine exotic herbal cosmetics of far superior quality and efficiency
are now being highly recognized in many countries. Nature’s Secrets products are currently
exported to Germany, Poland, Czech Republic, Maldives, Singapore, India, Bangladesh,
Ukraine, Kazakhstan, New Zealand, US, Finland and Hungary.
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Figure 1: Company logo

Vision
To create a global brand of herbal cosmetics from Sri Lanka by 2020.
Mission
To achieve product excellence and delight customers through total commitment to quality and
service, with a fusion of Sri Lanka’s own herbal heritage and modern cosmetology that offers the
best of nature for the benefit of people and the environment.
Q 01. Marketing Communication Environment and the Target Audience
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1.1 Marketing Communication
Marketing communications refer to the strategy used by a company or individual to reach their
target market through various types of communication. Marketing communication includes
Advertising, Sales Promotion, Public Relations, Personal Selling, Publicity, Direct Marketing
etc.
Through PEST analysis “Nature Secrets” address its macro environmental factors that
contributes to business to distinct in the global consumer market
1. Political Factors
One of the biggest environments that can cause nature secret company to alter new launching
company beauty product of “Nature secret Acne Fight cleanser”, ads, or even company overall
brand perception is a country’s political views. While we like to think of the Internet as a global
space, the social media and search engine platforms popular in company's local market may not
be the same as another country.
2. Economic Factors
The economic factors of PESTLE nature analysis are as follows:
The exchange rates of different currencies affect production and profit-making capacity. nature
secret company The growth rate of the GDP of the countries selling the new product "Nature
secret Acne Fight cleanser" indicates the potential growth rate of pigeons in that market. Rising
import rates in other countries may disrupt the overall supply and demand of pigeons
3. Social Factors
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Nature secret Acne Fight Cleanser The following are the social factors influencing PESTLE
analysis: With Nature Secret, this innovative "Nature secret Acne Fight cleanser" appeals to
people to look beautiful from the inside out. Nature secret Acne Fight cleanser PESTLE
It appeals to women to take steps to take care of their acne-free skin outside of their
routine.Cosmetics and beauty are more popular with women than men.Thus, advertising is
primarily aimed at women. Race, color and caste do not matter at all.It is more appropriate to
segregate the population based on market-based financial gains.
4. Technology factors.
The technological factors in the PESTLE Analysis of "Nature secret Acne Fight cleanser’ are
mentioned below:
Technology is ever growing. There is new innovation in the field of IT, chemical composition of
the product, design of the product with each passing day. If nature secret as a brand is not able to
keep in pace with these technological changes then the product may lose its customers. The
technological advancements reduce the overall cost of the product, attracts more crowd,
increases the profit directly.
5. Legal Factors
Following are the legal factors in the nature secret Company "Nature secret Acne Fight cleanser
“legal factors PESTLE Analysis:
Nature secret as a product has its own intellectual property rights to protect. The technological
and product level development should be protected well within the law. Other way round nature
secret cannot just use other brands chemical composition to make a hybrid product. Various
countries that operate have their own tax policies. Wrongful promotion of the product can lead to
penalty. Any harmful warnings should be displayed on the product itself.
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1.2 Segmentation
There are three ways to classify what the customer wants. It is known as needs, wants and
demands. However, to decide the needs, wants and demands, you need to carry out segmentation
first. And in segmentation, the first step is to determine which type of customer will prefer your
products. Accordingly, that customer will be from your targeted segment. Once you decide the
product you are going to make, then you decide on the market segmentation. There are 4 types
of segmenting, such as Demographics, Behavioral, Psychographic, and Geographic
segmentation.
1. Demographic segmentation
It is one of the simplest and widest type of market segmentation used. Most companies use it to
get the right population in using their products. Segmentation generally divides a population
based on variables. Thus demographic segmentation too has its own variables such as Age,
gender, family size, income, occupation, religion, race and nationality.
Thus in this case, the segmentation is being done on the basis of earnings which is a part of
demography. Similarly, Age, life cycle stages, gender, income etc. can be used for demographic
type of market segmentation.
 Sporty women above 20 years who are conscious about skin care suffering for acne.
 Working women who lives in urban and in dry zone areas who are exposed to dusty
environment.
2. Behavioral segmentation
This type of market segmentation divides the population on the basis of their behavior, usage and
decision making pattern. For example – young people will always prefer “Nature secrets” new
product of "Nature secret Acne Fight cleanser" as a acne cleancer/beauty care, whereas sports
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enthusiast will use Lifebuoy. This is an example of behavior based segmentation. Based on the
behavior of an individual, the product is marketed.
 Women who looks for quality products to use daily as their skin care products.
 Women who lives in cities with high pollution rates.
 Women who suffering for acne
 Women who prefer natural ingredients for their skin care products
3. Psychographic segmentation
Psychographic segmentation is one which uses lifestyle of people, their activities, interests as
well as opinions to define a market segment. Psychographic segmentation is quite similar to
behavioral segmentation. But psychographic segmentation also takes the psychological aspects
of consumer buying behavior in to accounts. These psychological aspects may be consumers’
lifestyle.
 Women who are working in an urban area above the age of 20 with a sporty life style
who are exposed to dusty environment and acne skin.
 Women who are interested in having clean and clear skin
4. Geographic segmentation
This type of market segmentation divides people on the basis of geography. Potential customers
will have different needs based on the geography they are located in.
 Women who lives in urban areas with dusty and dry environment and acne skin.
All these segmentations are not yet covered by the other competitive products. They mainly
focus on the smoothness and white skin. But “Essence” acne control face wash by “nature
secrets” covers all these segmentations and it focuses on giving clean and fresh skin while
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working as a moisturizer for all consumers of this product. But the most accurate segmentation
from above will be,
 Women who suffers from acne problems
 Women who are working in an urban area above the age of 20 with a
sporty life style who are exposed to dusty environment.
These segmentations can be identified through a primary investigation and therefore no need of
further researches and conducting surveys. And this will be cost effective for the company.
Moreover, it can be easily marketed to the consumers. Today, the reach is high but still
geographic segmentation principles are used when you are expanding the business in more local
areas as well as international territories.
Geographical Demographic Behavioral Psychological
•Women who lives
in urban areas with
dusty and dry
environment.
•Sporty women
above 20 years who
are conscious about
skin care and
suffering for acne.
•Working women
who lives in urban
and in dry zone areas
who are exposed to
dusty environment.
•Women who
looks for quality
products to use
daily as their skin
care products for
acne.
•Women who
prefer natural
ingredients for
their skin care
products
•Women who are working
in an urban area above the
age of 20 with a sporty life
style who are exposed to
dusty environment and
acne skin.
•Women who are
interested in having clean
and clear skin
Figure 1
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1.2 Target Audience
A target market refers to a group of potential customers to whom a company wants to sell its
products and services. This group also comprises of specific customers to whom a company
directs its marketing efforts. A target market is one part of the total market for a good or service.
Target market involves breaking a market into segments and then concentrating your marketing
efforts on one or a few key segments consisting of the customers whose needs and desires most
closely match your product or service offerings. It can be the key to attracting new business,
increasing your sales, and making your business a success.
The target group of “Essence” is particularly women above 18 years. The brand target women of
all ages, shapes and sizes. Women who are concerned about skin care and belong to middle
income groups who would spend a fair amount for a good quality product. “Essence” wants
every woman to believe on “Natural beauty and empowered women”.
Primarily “Essence” targets working women who do not have much time for skin and thus, will
be inclined towards a product which has both moisturizing and cleaning properties. These
working women in the age group 21-35 have purchasing power for quality product as well.
These working women with sporty life style always exposed to dust and sun and they always
want to be ready, be it at work or at home. Client’s presentations, hectic work schedules, long
working hours and deadlines are a part of their daily routine.
The reason for choosing this target market is because this is a product which has competitive
advantages. Target market can determine which media is the best fit for advertising. It is easy to
engage in the marketing activities that will likely have the greatest impact on their audiences.
These educated working class women has the ability to purchase this product and they are easily
approachable and they are the high potential customers. We know our target market and whom
we are communicating with, and their issues, therefore we can provide clear-cut solutions to their
problems. This will go a long way towards persuading our target market to choose our product
over others.
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