Detailed Analysis of Lavera Cleansing Gel's Marketing Mix Elements

This report provides a detailed marketing mix analysis of Lavera Cleansing Gel, examining the four key elements: product, price, place, and promotion. The product analysis covers the core, actual, and augmented aspects of the cleansing gel, highlighting its skin improvement benefits, formulation, and brand reputation. The pricing strategy is identified as price skimming, with the product available between $14-$15. The place element discusses the product's availability through online channels and various distribution centers globally. The promotion section outlines Lavera's use of social media marketing via Facebook and Instagram, digital marketing strategies for online search optimization, and traditional marketing through television and print ads to enhance brand awareness. The report references key marketing theories and concepts, supported by relevant academic sources.

Marketing Mix
Lavera cleansing gel

Introduction
Marketing mix of any particular brand throws light on the analysis of the four important Ps of the
brand. This report throws light on a detailed analysis of the product, price, place and promotion
of the Lavera Cleansing gel.
Product Decisions
The core product offered by the brand is a remedy for skin improvement, treating acne and
delaying skin ageing. These are the essential benefits that are primarily offered by the product.
The actual product on the other hand, is a foaming gel packed in a white tube or bottle that can
be used on a daily basis to clean face. The augmented product is the gel’s longevity, the solid
brand name of Lavera that comes with the product and its availability throughout the country.
The product does not contain any alcohol and is vegan friendly, cruelty free (not tested on
animals) and gluten free.
Lavera cleansing gel is in the growing stage of the product life cycle. The growth stage of a
product is symbolized by growing number of customers and awareness (Holzbaur et. al., 2016).
Price Decisions
The brand has adopted a price skimming strategy for the product. Price skimming strategy refers
to the idea of introducing the product at a high price in order to set a premium positioning for the
product in the minds of consumers and then gradually reducing the price (Spann et. al., 2014).
This price reduction is done to target new customers and enhance the customer base of the brand.
The product is available between the prices of $14 to $15 for a 4.1 OZ tube.
Place Decisions
The place aspect of the marketing mix essentially aims to highlight the place where the product
is available and distribution channels adopted by the brand (Armstrong et. al, 2015). Lavera
cleansing gel is available online on various local and international websites including the
Ecommerce giant Amazon. Lavera has over 50 distribution centers all across the globe
predominantly in Europe, Asia, Australia and North America. The product is manufactures at

various manufacturing sites throughout the country and from thereon it is distributed to whole
sellers. They further distribute the product to supermarkets, retail medical stores and directly to
consumers via online channels.
Promotion Decisions
Promotions strategies are adopted by the brand in order to reach out to its target customers
(Posner et. al., 2015). Lavera organic skin care has an active Facebook and Instagram page.
Through these channels, the brand resorts to social media marketing. Social media marketing
refers to art of promoting a business via social media channels (Tuten & Solomon, 2017).
Besides that, digital marketing strategies are adopted by businesses help the brand in ensuring
optimized search for their products (Ryan, 2016). Lavera products can be easily searched online
and the brand also resorts to various digital marketing strategies to ensure the same.
Moreover, Lavera has introduced various television and print ads in order to enhance brand
awareness of the product.

References list
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Holzbaur, E., Ross, J. and Rothrock, T., 2016. Epro Product Life Cycle: Guidance For A
Successful Management Phase. Value in Health, 19(3), p.A109.
Posner, H., Williams, S. and Posner, H., 2015. Marketing fashion: strategy, branding and
promotion. Laurence King Publishing. United Kingdom.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Spann, M., Fischer, M. and Tellis, G.J., 2014. Skimming or penetration? Strategic dynamic
pricing for new products. Marketing Science, 34(2), pp.235-249.
Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage. United Kingdom.