Marketing Report: Analyzing Jurlique's Strategies and Market Position

This report provides a comprehensive analysis of Jurlique's marketing strategies. It begins with an overview of the company, its core business activities, customer base, values, and past marketing efforts. The report then delves into a SWOT analysis, identifying Jurlique's strengths, weaknesses, opportunities, and threats. It examines the competitive landscape, including major competitors and potential impacts from changes in the labor force, population, and economic activity. The report also addresses emerging issues, technologies, customer trends, and legal, ethical, environmental, and sustainability constraints. Furthermore, the report outlines marketing strategies, the company's unique selling proposition (USP), desired market position, and the application of the 7Ps marketing mix to promote Jurlique's new cold sunscreen lotion. The report concludes with a discussion of the information sources used to complete the assessment.

SITXMPR007 DEVELOP
AND IMPLEMENT
MARKETING

Table of Contents
TASK 1............................................................................................................................................1
TASK 2 ...........................................................................................................................................3
TASK 3 ...........................................................................................................................................5
Task 4: ........................................................................................................................................7
ASSESSMENT 2.............................................................................................................................7
PART 1............................................................................................................................................7
TASK 1 ...........................................................................................................................................7
PART 2 .........................................................................................................................................12
Task 1: Marketing plan..................................................................................................................12
Task 2: Question and answers........................................................................................................13
TASK 4..........................................................................................................................................13
REFERENCES..............................................................................................................................17

TASK 1
Q1: What product or service have you selected as basis for your project?
In this, selected firm is Jurlique, it is cosmetic industry and this firm takes number of
initiatives in order to produce their new product as cold sun screen cream to prevent skin from
harsh rays of sun so that pigmentation and various skin problems etc. can be avoided. The
competition in market should be recognised so that the firm produces can take the initiatives in
order to launch the product successfully in market (Baker and Donthu, 2018).
Q2: Outline your establishment’s core business activities. If you’re not currently employed, list the
core business activities most relevant to the product or service you’ve chosen to promote from
your training environment.
The Jurlique is a firm which is dedicated in order to provide the biggest range of beauty
products in Australia. This firm also provides the online shopping destination at any place in
the world for the products as skincare, haircare and make-up (Choi, Lee and Friske, 2018).
The company is well known for manufacturing of natural botanical based cosmetics and skin
care products.
Recently, this firm is taking steps to provide customer a cold sunscreen lotion in order to get
rid of harsh impact of cold winds in winter. The main aim of this entity is to major
consideration over quality of product so that customer can get attracted towards working of
enterprise in market (Charter, 2017). Thus, there are the various core business activities of
the Jurlique is as are-
1. The product avail to customer in quality and affordable manner.
2. This enterprise also provides timely customer assistance.
3. In this, the marketing activities are quite attractive in order to launch new product and
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services.
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Q3: Define the establishment’s customer base.
Customer base is group of customer who purchase commodities from the firm on repeated
manner. This kind of customer are the main element in order to earn long term
profitability in an enterprise. The Jurlique takes various initiatives in order to enhance
customer base (Ottman, 2017). It use to ask opinions of people to express themselves
about offline and online experience. They also provides attractive customer excellence to
support and provide solution to each problems.
Q4: Describe the establishment’s values and current business direction.
The establishment values are related to mission, values and current strategic direction of
enterprise. Thus, Jurlique has defined it in following manner as are-
Mission- The main aim is “to provide products that can satisfy well being of clients,
manufacturing high performance and to promote innovation in order to maximise
efficiency in term to enhance competitiveness and social responsibility (Aivazidou and
et.al., 2017).
Vision- This is as to develop high quality, natural, innovative cosmetic products and that
must be friendly to user and environment.
Objectives-
 To opt leading market position in near future by promoting innovative cosmetic
product so it can become first choice of end users.
 Enhancement in market share and corporate reputation.
Values-
The current business direction is undertaking following values as are-
 Beauty
 Honest and trust
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 Quality of products
 Focus on the user
 To undertake better social responsibility.
Q5: Describe past marketing conducted by establishment and its effectiveness.
In the past scenario, Jurlique was using tradition market approach to reach new buyers in
market. For some time it was effective but with advent of technological advancement entity
also need to adopt some online approaches so that profitability and productivity of
enterprise can be enhanced. The main aim of this enterprise is to provide high quality
customer service with modern marketing techniques.
Q6: What products/services are underperforming and what is causing poor performance?
In the iconic industry as Jurlique main issues was with employees due to this, there was
under-performing results that cause poor performance and it is defined in following
manner are-
1. The issue was with work environment.
2. Poor job design.
3. Ineffective orientation training.
4. Unsuitable organisation structure.
5. The improper communication.
6. lack of rewards and motivation to the customer.
7. The lower amount of innovation so it does not attract customer for long term
purpose.
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TASK 2
Q1: Who are your major competitors?
The Jurlique is one of luxury skincare brand and products is been created with planted
and harvested firm. The main aim of this firm is produce and to create pure and natural
skincare products. In addition to this, major competitor of firm are La Mav,Eleven,
Aesop, Grown Alchemist, . This all are the firm work works as to provides the natural
cosmetic products to customers.
Q2: Describe any projected changes in labour force, population or economic activity
that may impact on operations.
The changes in labour force, population and economic development situation can impact
working of industry in huge context. In addition to this, employment facilities are to be
protected so that better initiatives must be taken in order to promote better services to
customers (Iannuzzi, 2017). The firm has to acquire effective labour work force so that
working of enterprise can be conducted in better mode. The size and income of
population also plays the major in term to undergoing firm operation in better and
efficient mode.
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Q3: Are there any emerging issues, technologies, customer trends or developments that impact
on operations at establishment or within the industry you’re researching?
With the advent of technological advancement, it is the responsibility of Jurlique to get
acquire to technical machineries for packaging and maintaining the products at particular
level of temperature. The firm must have their better relay over machineries process so
that they are able to produce quality products to customers.
The use of high tech product firm can provide services to customer in fast manner and
they are able to get competitive advantage in market.
Q4: Are there any legal, ethical, environmental or sustainability constraints that impact
on operations at the establishment or within industry you’re researching?
The enterprise need to maintain with high ethical standards and this all are need to
complied with laws and legislation in order to face the additional challenges (Truong and
et.al., 2017). The product are to avail customer in safe manner. In this, it is essential to
implement policies, procedure and controls so that risk can be reduced in order to conduct
firm operation in timely manner. In cosmetic industry, the manufacturing department
should make adequate safety procedures in both legally and ethically manner.
Legal- The laws and legislation can impact over the working of the enterprise but it is the
responsibility of firm to follow all kind of legislation.
Ethical standards- This is must be followed in terms to maintain the quality standards of
commodities in market. Thus, effective products attracts the long term retention of the
customers.
TASK 3
Q1: Complete a SWOT analysis based on the information.
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Strengths
 The Jurlique is the huge
franchisee network and its
provides the service of the number
or products.
 The store outlet is ambience in
order to creates customer
attraction to enhance emotional
connections.
 This firm works as to develop the
high brand value and brand image
as this firm use ethical products.
Weaknesses
 In this, the distribution is very slower
due to the chemical legislation.
 Unstable supply of the ingredients and
materials.
Opportunities Expansion of business in
another market. Use of online platform to
sell products provides an opportunity to
business in terms of business growth.

Threats
 The economic downturn can hamper
sales.
 The fierce competition in cosmetics
market can affect the working of
industry in huge context.
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Task 4:
Q1: What sources of information did you use to complete this assessment activity?
In this, external and internal source of information will be used in terms to complete this
assessment activities in the proper manner. The effective assessment will leads to provide
in depth information about working of enterprise ( Bhowmik and Bag, 2017). The
environment analysis with the help of internal and external will be assistive in terms to
identify the product and services.
ASSESSMENT 2
PART 1
TASK 1
Q1: List marketing strategies you would use to promote the product or service you selected in
Assessment A.
Marketing strategies is a bridge between product and customer. The marketer use
promotional tools as product, price, place and promotion in order to make better
communication with consumer (Baker and Donthu, 2018). There are various types of
marketings strategies in order to promote product and services and it has been defined in
the following manner as are-
 Social media.
 Mail order marketing
 Customer referral incentive program
 The products can be promoted with effective promotion strategies.
 In this, there must be customer appreciation event with fresh refreshments and
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door prizes.
 Mass media
Q2: Define establishment’s or product/service’s USP (unique selling position).
Unique selling position- The unique selling proposition is kind of factor that
differentiate products from competitors. The factors as lowest cost, highest quality and
there must be competing brand in the market. In addition to this, strong unique selling
proposition also plays essential role in order to provide better branding to product. It is
the tool that can guarantee to product success in terms to be superior product quality in
market.
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Q3: What is your desired market position?
The desired market position of the Jurlique is to reach the customers in the large context so
that they can promote the good and services in the efficient mode. In order to get desire
position, company the must take initiatives so that it enables to promote products in better
way. Under this, it can be said that firm must provide discounted facilities so that
customer can get attracted towards the products of enterprise (Choi, Lee and Friske, 2018).
The desired market position of firm is to get maximum share in market. The company
wants to be one of the leading firm in cosmetics industry and maximise share by 20% in
next 2 years.
Q4: Define 7Ps in marketing mix and how they relate to your strategies.
The marketing is one of dynamic term that helps firm in terms to understand and
implement various elements of marketing mix. Thus, it has been defined in following
manner as are-
Product- In terms to maintain the proper quality to provide relentless customer support
quality of products must be maintained. With help of better image of product all things can
be done in better manner. The Jurlique is about to launch cold sun screen lotion for
winters.
Price- In this term, it can be said that price of the product must be competitive in order to
cater the needs of customers. In addition to this, it can be said that process in relation to
wellness of product must be decided as per market conditions. Therefore, discounts, credits
and etc. in order to gain customer retention.
Place- In order to promote product and services in market, they must take initiatives in
order to launch product and services in market at location where potential customer can
reach. In this term, it can be said that physical presence of store outlet must be an attractive
feature so that they can attract maximum number of customers.
Promotion- In order to promote new products in market it is essential to adopt effective
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