HI5004 - Marketing Analysis & Tactics for Jurlique International

This report provides a comprehensive analysis of Jurlique International's marketing strategy and tactics. It begins by defining the target market based on geographic, demographic, psychographic, and socioeconomic factors, focusing on females aged 20-40 interested in eco-friendly and organic cosmetic products in major Australian cities. The report then outlines Jurlique's value proposition, emphasizing its strong foundation in the grooming prospect and the increasing demand for organic products. A positioning statement highlights Jurlique's commitment to eco-awareness, nature, and health, integrating functional advantages like mood refreshment and self-confidence enhancement. A SWOT analysis identifies strengths (sustainable material sources, natural ingredients), weaknesses (lack of differentiation), opportunities (brand awareness in other countries), and threats (competition). The report concludes by detailing Jurlique's marketing mix, including product range, distribution channels, pricing strategy, and promotional activities, emphasizing the company's objective to manufacture pure, harmless products made from organic materials.

HI5004 Assessment 2
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Table of Contents
Issue 4..............................................................................................................................................3
Developing marketing strategy....................................................................................................3
Target market...........................................................................................................................3
Value proposition of the target market....................................................................................4
Positioning statement of the target market..............................................................................5
Issue 5..............................................................................................................................................6
Developing marketing tactics......................................................................................................6
References........................................................................................................................................8
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Issue 4
Developing marketing strategy
Jurlique International Pvt Ltd is the Australian Cosmetics manufacturer, which deals in
natural botanical based cosmetics and skincare in the brand name of Jurlique. The products of the
company are environment and ethical friendly. The author will describe and justify the market
analyses, market segments of the Jurlique with the justification of target market, the value
proposition of the market and positioning statement. The marketing strategies include analysis of
the competitors, advertising and sales promotion techniques to promoter the products, identify
the brand and image of the Jurlique.
Target market
The market of the company products are distributed in several places of the global environment
the target market is divided into certain kinds which are as follows:
 Geographic: This is the new product, essential oil perfume will be launched first in
Australia with the brand name of Jurlique. The product will be distributed in the store of
Brisbane, Melbourne, Adelaide, Sydney and Perth where have a large number of
customers and population with potential opportunity to encourage the products.
 Demographic: The target market of the company products is more focus on females
under the age of 20 to 40 years. The females have most powerful capability to purchase
such products. As per the Australian Bureau of statistics, the highest population of
females in the country of age level 20 to 40 (Charter, 2017).
 Psychographic: The thoughts of the people have changed due to the changing
environment of the country. Especially, customers are taking more interest in the
ingredients of cosmetics due to increasing health issues in skin and hair problems. So
people usually do keen on the eco -friendly, natural and organic products. Now a day’s
consumers prefer more organic products in regular products which are used in the daily
routine of cosmetics.
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 Socioeconomic: The target market of the company mainly focuses on students of
university and ladies who are working in offices. The income level of such females is
middle and low. The average salary of white collars employees is from 2500 to 5000
Australian dollars (Cui and Choudhury, 2015).
Value proposition of the target market
According to the market sources of IBIS, the toiletries and cosmetics products depend on the
strong foundation of a grooming prospect. It also forecasts that cosmetic industry in a global
world will embrace the growth and development at an average annual rate of 3.2% in the year of
2013. The total market value of the cosmetic industry of Australia is US$1.5 billion, the country
is maintaining 30% market share with commercial service of the country. The value of the
market depends on certain factors like demographic factors, cultural changes micro and macro
environment features with respect to the customers, Publics and competitors present in the
market (Total beauty, 2018).
The company manufactured several products like skin care, body care tools and accessories,
hand care, body oils, body lotion, hair care, shampoo, hair conditioners, baby care, essential oils
etc. The values of the products are different as per the target market and level of customers. The
products of the company are appealed by women’s who focus on the protection of their health
and body. So they want to purchase and look out for the organic products which will decrease the
harm of environment and human beings.
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Positioning statement of the target market
This is the statement which describes why consumers should use such products over another.
Correct positioning will determine actual market share profitability and gains. Companies must
be prepared to make changes in the positioning statements as per the changes in business
environment.
Product positioning: It is positioned on the basis of slow fashion that emphasizes eco-
awareness, nature and health. The products of the Jurlique, especially of essential oil perfumes,
integrate with many functional advantages of oil perfumes which include jasmine, citrus,
lavender and rose. This oil perfume could assist users in refreshing their mood and mind,
relaxing and releasing the pressure. The new perfumes of the company also help females to
increase their self - confidence and charm. The ingredients used in the oil perfumes are organic
without chemical particles. So the new products will not injure the user’s health and body.
Company positioning: Jurlique provides harmless and pure products at affordable prices to help
skin become more beautiful. Customers of the company will be attracted to fresh fragrance and
high-quality products (Audi, et. al., 2015).
SWOT analysis:
 Strengths: The company has own farm so material sources are sustainable to maintain
fix product line. Natural ingredients are used in products so it is harmless and healthy for
the skin.
 Weaknesses: There is a lack of differentiation from competitors present the market like
Aesop and L’occitane.
 Opportunity: The brand awareness will be increased in other countries.
 Threats: There are more competitors present in the market like Body Shop and Aesop.
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Issue 5
Developing marketing tactics
Jurlique manufacturers and retails the most powerful, purest skin care products. All types of skin
care products including shampoo, shower gel, body care, an essential oil with the scent of rose,
citrus, jasmine etc. the products of the company has expanded into 20 countries. The objective of
the company is to manufacture purest and harmless products which are made up of whole
biodynamic and organic materials without any chemical. Some of the marketing mixes are as
follows:
1. Product in the marketing mix of Jurlique:
The Jurlique occupies a large share in the domestic market with a broad range of cosmetic
products. The products are distributed in more than 20 countries with more number of products
which are used by professional hair parlors along with the international and domestic market.
The small portfolio of the Jurlique products is:
Best Jurlique products:
 Jurlique Calendula cream
 Jurlique intense recovery mask
 Jurlique rose hand cream
 Jurlique replenishing foaming cleanser
 Jurlique smoothing herbal gel
 Jurlique nurturing mask
 Jurlique Tranquil bubble bath
 Jurlique calendula lotion.
2. Place of the marketing mix of Jurlique: This is the famous brand of Australia dealing
with cosmetics on large scale with the domestic and international level of the country. It
has a large distribution channel which includes services of parlours and beauty advisors.
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It has also set up more saloon in the country and the products of Jurlique ae easily
available to the users by distributors, retailers and stockiest. The outlet's goods are also
available in supermarkets, hypermarkets, convenience markets, beauty shops and
discount stores (Keller, 2017).
3. Price under the marketing mix of Jurlique: This is the cosmetic brand which mainly
focuses on the female population. The company was surer of its pricing policy and
pricing strategy. The company intends to garner a number of customers to enhance the
rural and urban market. So the prices policy of the products is reasonable with pocket-
friendly and affordable to increase the sales volume and best profits. The prices of the
products start from $7.00 to $160.00.
4. Promotion in the marketing mix of Jurlique: The company has adopted a good
marketing plan to promote the cosmetics products to every of the global world. The
company ad campaigns and advertised on the television, newspapers, radio, internet,
fashion magazines etc. The promotion of the products is also done by popular celebrities
(D’arpizio, et. al., 2015).
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References
 Audi, M., Al Masri, R., & Ghazzawi, K. (2015). The Effect Of Celebrity
Endorsement On Creating Brand Loyalty: An Application On The Lebanese
Cosmetic Sector’s Demand. International Journal Of Business Management And
Economic Research, 6(5).
 Charter, M. (Ed.). (2017). Greener Marketing: A Responsible Approach To
Business. Routledge.
 Cui, G., & Choudhury, P. (2015). Effective Strategies For Ethnic Segmentation
And Marketing. In Proceedings Of The 1998 Multicultural Marketing
Conference (Pp. 354-358). Springer, Cham.
 D’arpizio, C., Levato, F., Zito, D., & De Montgolfier, J. (2015). Luxury Goods
Worldwide Market Study. Bain & Company.
 Keller, K. L. (2017). Managing The Growth Tradeoff: Challenges And
Opportunities In Luxury Branding. In Advances In Luxury Brand
Management (Pp. 179-198). Palgrave Macmillan, Cham.
 Total Beauty, (2018) Reviews/ Brands A To Z [Online] Total Beauty Available
At: Http://Www.Totalbeauty.Com/Reviews/Brands/Jurlique.
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