Strategic Marketing Plan: Launching Jasmine Soap & Fragrance Brand

This report presents a marketing plan for a new business idea, Jasmine, focusing on soap and fragrance making. It includes an overview of the business, which emphasizes organic ingredients, sustainable practices, and recyclable packaging, targeting consumers in Wembley, London. The plan involves a PESTLE analysis, evaluating political, economic, socio-cultural, technological, legal, and environmental factors influencing the business. A competitive analysis using Porter's Five Forces highlights the bargaining power of buyers and suppliers, competitive rivalry, the threat of new entrants, and substitute goods. The report suggests targeting the Wembley market due to its diverse ethnicity, welcoming nature, and active, environmentally conscious population, and concludes by emphasizing the importance of understanding the target market and adapting marketing strategies accordingly. Desklib offers a range of study tools and resources for students.

Marketing plan

CONTENTS
INTRODUCTION......................................................................................................................1
OVERVIEW OF THE PROPOSED BUSINESS IDEA............................................................1
EVALUATION OF THE EXTERNAL ENVIORNMENT......................................................1
PESTLE analysis....................................................................................................................1
DISCUSSION OF THE COMPETITION AND COMPETITIVE ADVANTAGE..................4
SUGGESTION FOR THE PROPOSED TARGET MARKET.................................................5
CONCLUSION..........................................................................................................................5
REFERENCES...........................................................................................................................6

INTRODUCTION
Business is being regarded as an important way of earning profit through utilization of
present resources where one is required to follow ethics and law of the nation. Further,
marketing is the way for raising products along with the services in the market through
adopting advertising and selling strategies and delivering to the clients and many other
businesses. Thus, it can be said that marketing plan is an important aspect that needs to be
considered by each and every business in order to succeed (Kotler and Armstrong, 2018).
Considering this, the main purpose of the current research report is to carry out market
research and represent the application of principles for the new business idea. The new
business idea is to introduce a new brand Jasmine dealing in soap and fragrance making. The
report will produce a marketing plan for the new business being proposed. External
environmental analysis and competitiveness of the industry of the proposed business will be
evaluated in the study through using different tools. Further, suggestion for the proposed
target market will also be given.
OVERVIEW OF THE PROPOSED BUSINESS IDEA
Soap and fragrance making is a luxury and most of the people are of the view that for
an enriching experience, it is important to spent on these luxuries lavishly. Nevertheless, the
new organic brand Jasmine will bring the innovation and uniqueness at a reasonable price
which can be accessible by people having fascination towards fragrances and soaps. The
company will engage into selling of different soaps with different fragrances. It will be
produced in varied sizes majorly three sizes that is small, medium and large and will have
five fragrances variety that is Jasmine, rose, lemon, lavender and sandalwood. These
fragrances can also be personalized according to the requirement of the customers
(Brooksbank, 2019). The soap will be made up from organic ingredients and will be free of
any form of inorganic solvents. The main aim of this new business is nothing but to promote
sustainability with using recyclable packaging and using natural and organic ingredients for
becoming environmentally friendly. This new company will be located at Wembley which is
in near London. This location is being chosen as the people living here has a full spirit of
enjoy their life and has a fulfilling lifestyle. In addition to this, the location also had a central
square which is being regarded as the former shopping centres on high road. Further, the
people here are also very active, broadminded and voiced towards saving environment and
becoming sustainable.
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EVALUATION OF THE EXTERNAL ENVIORNMENT
PESTLE analysis
It is being regarded as an important tool that offers support to the companies to reach
their final targets successfully and also helps in upgrading the strategic management through
assessment of the macro-environmental factors. The explanation of the external
environmental factors that might impact the functioning as well as operations of the new
proposed business “Jasmine” are being done below:
Political factor
This is being regarded as one of the most important factors that can have a direct
influence on the working of the new brand jasmine. The UK government is making efforts for
developing enhanced policies and regulations in order to streamline the working of the
business after Brexit. The management of the new brand jasmine is required to adhere and
consider the rules, regulations, policies and many other essential requirements at the time of
operating and generating the agendas for new business (Armilawati, Kusuma and Agung,
2020). These should also be taken care while carrying out marketing of their products in the
market. Additional costs, taxes and surcharges must be adopted by the firm. Furthermore,
England is still under the influence of royal family and thus, it is important that the company
must adopt certain things and practices that they can reach the markets in different regions.
Economic factor
Talking about the location of the new business is one of the most developed areas of
England. The company can effectively manage capital costs or investors because due to
Brexit, the inflation rate of pound is now clear. The main agenda of Jasmine should be to
achieve economic growth according to the economy of the nation. In addition to this, the
stability which is being established though considering the economic rate as well as study, its
overall influence will be quite operative. Because of the Brexit, it was clarified in regards
with the manners the market will be going to react and which trends in the market, it will be
going to follow.
Socio-cultural factor
It is quite evident from the studies and surveys that women along with the young girls
are becoming more and more conscious in regards with their beauty and looking in any
geographical location. Additionally, considering the present situation of the environment,
now they are been looking for the products which are natural, organic and free of any form on
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inorganic solvents and pollutants such as paraben, sulphates and so forth (Nelson and
McPartland, 2015). In addition to this, the population of UK are very privileged to have
variety of acquaintance and new brands like Jasmine can tap this business prospects through
launching variety of such products. Other than this, the climate conditions of the location and
nation also helps in introducing the new business and products because they are mostly
organic in nature. Moreover, the population residing in Wembley is a mixture of European,
Asian and black population, which can diversify and support the firm in developing better
connection.
Technological factor
In the present time, due to rising level of globalization and digitalization, the
marketing teams are now making use of online platforms more vigorously. Even, in the
current time, the content development has now become the tool for connecting with the target
audience. Considering this, the present new business that is Jasmine can also emphasize on
social media platforms like Facebook, Instagram and Twitter and well-known influencers for
having a kick start of the new business (Bornmann, Haunschild and Adams, 2019). In
addition to this, it is also important on the part of the management of the new company to
make use of commercial sites for getting extra focus in reaching to the target market more
quickly as well as economically. For illustration, nowadays most of the people are using
digital technology such as making videos and reels on smartphones and thus, company can
also make and upload video or reel which should be made available on Facebook and
Instagram for making a good base of customers for their new business and products.
Legal factor
Legal factors are being regarded as one of the most crucial factors that must be taken
into account by the new company jasmine. It is crucial that the firm should follow all the
rules, policies and legislations in initiating their new business or beginning the manufacturing
of their products in a specific region. In addition to this, it is also crucial that the company
must be unique and must avoid any form of plagiarism of content while promotion of their
products via online means. Fraudulent act and scams should be avoided for smooth flow of
activities. because of the inception of the social media and international companies in the
local market, there has been lot of impact on the local competition and therefore, the
legislative outline is stringent in observance of the customs as well as other clearance in
relation with the beauty sector. Further, the laws and policies should be satisfied by the
company in any manner.
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Environmental factor
It is equally important on the part of the company to take care of the environment and
corporate social responsibility is the one thing that should be adopted by the company by
making the correct changes at the corporate level (Alharthey, 2020). The new company
should be cooperative in meeting all the conditions with strict vigilance. Thus, the new
business should emphasize on maintenance of the quality of eco-friendly and organic
products and can also carry out charitable events for generating awareness in regards with the
social based.
DISCUSSION OF THE COMPETITION AND COMPETITIVE
ADVANTAGE
For evaluating the competitiveness of industry in which the new business Jasmine is
stepping in, Porter’s five force analysis will be taken into account. The new brand Jasmine
making soaps is required to have clarity in availing the ongoing benefits and come as a
budding firm. The porter’s five analysis is as follows:
 Bargaining power of buyers – It has been originated that the beauty culture of UK and
any tiger European nation is experiencing revolutions. Since, the bargaining power of
the buyers is too strong due to present of different substitutes in the market, Jasmine
will need adequate platform for connecting with the customers in the selected location
(Cooper, 2019).
 Competitive rivalry – There are different operating in the same market both at the
regional as well as local levels. Such kind of strong forces will definitely put stress on
the new company for establishing a brand and repo in the market and build loyalty of
the brand.
 Bargaining power of the suppliers – The bargaining power of the suppliers in the soap
and fragrance industry is moderately high because the raw-materials are affordable,
high quality and competitive for giving an attired product. Since, this force is
moderate, there are possibilities of reciprocated trustworthiness with the suppliers on
utilizing strategies for profitability.
 Threat of new entrants – The threats of new entrants is also quite strong because in
this present dynamic and globalized business environment, it is quite possible for the
new businesses to establish with existing product portfolio. This can be possible by
becoming more creative, innovative and sustainable. Furthermore, the pricing
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decision also have an important role to play in making certain decisions (Morgan,
Feng and Whitler, 2018).
 Threats from substitute goods – The threats from substitutes are also a strong force as
women and young girls are now making use of websites and making comparison of
the products from different brands which helps in having better knowledge and
information about the ingredients and products. There are varied brands being
available and accessible due to popularity of online shopping. Thus, customers can
easily switch towards other products.
SUGGESTION FOR THE PROPOSED TARGET MARKET
The target market is Wembley as mentioned in the above parts of the report and this
location is being chosen as the people living here has a full spirit of enjoy their life and has a
fulfilling lifestyle. Other than this, the location has diversified ethnicity which will support
the business in flourishing and achieving higher growth prospects. In addition to this, the
location also had a central square which is being regarded as the former shopping centres on
high road. Further, the people here are also very active, broadminded and voiced towards
saving environment and becoming sustainable (Hoskins and Preston, 2018). The Wembley
Park market offers variety of natural and eco-friendly merchandise. This kind of a sustainable
shopping is being regarded as the heart of Wembley Park wherein different local shops,
supermarkets and restaurants are making it as a major and leading attraction. There are many
other reasons behind the selection of the proposed target market. The very first among them
is the newness as well as welcoming nature of the target population. Secondly, there is also a
modern twist in the markets of Wembley as there one can find heritage of Wembley which is
accessible to each and every one such as artisans, business men, designers and owners etc. It
is also helping the small businesses in promoting community welfare. Other than this, there is
also a movement of shopping from north to east to the most current development of London
designer outlet. Consequently, this will provide a competitive advantage over mounting
businesses particularly the small as well as medium based firms such as the new business
Jasmine (Dennis, 2019).
CONCLUSION
Thus, from the above analysis it can be said that pestle analysis helped in
understanding the external environmental factors that might impact the functioning and
operations of the new proposed business. It has been found out that it is important that the
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new brand jasmine has to consider the political scenarios such as Brexit, legal framework and
socio-cultural aspects effectively. It has also been evaluated that in the present time more and
more clients are demanding organic and solvent free products so the products of the new
brand Jasmine can prosper in the market effectively. Furthermore, the competitive analysis
has reflected that there is too much competition in this industry and thus it is important on the
part of the company to focus on unique offerings and must employ adequate marketing
strategies such as social media marketing, advertising and sales promotions for achieving an
edge and important position in the market.
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REFERENCES
Books and journals
Kotler, P., & Armstrong,
G. (2018). Principles of
marketing (17th ed.).
Pearson
Higher Education
Alharthey, B., 2020. The Role of Online Trust in Forming Online Shopping Intentions.
International Journal of Online Marketing (IJOM). 10(1). pp.32-57.
Armilawati, N.L.P.D., Kusuma, I.G.A.T. and Agung, A.P., 2020. The Effect of Online
Shopping Experience on Risk Perception and Trust for Building Online Repurchase
Intention. International Journal of Contemporary Research and Review.11(5).
pp.21787-21797.
Bornmann, L., Haunschild, R. and Adams, J., 2019. Do altmetrics assess societal impact in a
comparable way to case studies? An empirical test of the convergent validity of
altmetrics based on data from the UK research excellence framework (REF). Journal
of Informetrics. 13(1). pp. 325- 340.
Brooksbank, R., 2019. Essential Characteristics for an Effective Marketing Plan. SAGE.
Cooper, R.G., 2019. The drivers of success in new-product development. Industrial
Marketing Management, 76, pp.36-47.
Dennis, W.J., 2019. Entrepreneurship, small business and public policy levers. Journal of
Small Business Management, 49(1), pp.92-106.
Hoskins, L. and Preston, R., 2018. Behind the Scenes: Participants and Processes in the
Development of London’s Interwar Suburban Shopping Parades. 6(1). pp.99-121.
Kotler, P. and Armstrong, G., 2018. Principles of marketing.17th ed. Pearson Higher
Education.
Morgan, N.A., Feng, H. and Whitler, K.A., 2018. Marketing capabilities in international
marketing. Journal of International Marketing, 26(1), pp.61-95.
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Nelson, K. and McPartland, D., 2015. Customer insights: Demographics, purpose of
purchase important factors in fragrance and floral transactions. Produce News.
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