Report: Managing the Marketing Process for Natural Care Products

This report provides a comprehensive analysis of the marketing process, focusing on the case study of Nature Care, an eco-friendly skincare company based in Brisbane, Australia. The report begins by defining the marketing process and outlining strategic marketing objectives, including increasing sales and enhancing brand image. It explores the innovation/value matrix and its application to strategic marketing, along with portfolio analysis and its role in decision-making. The report also examines the benefits of branding, the SMART objectives framework, and the tension between short-term and long-term marketing goals. Furthermore, it delves into the balanced scorecard strategy, product differentiation strategies, competitive advantage, and their associated advantages and disadvantages. Task 2 provides a briefing report, outlining Nature Care's business and strategic marketing objectives, external factors, marketing mix, product opportunities, promotional activities, pricing, distribution, marketing performance analysis, and recommendations for improvement. The report emphasizes the importance of managing the marketing process effectively to achieve company goals and enhance sales and profitability.

Manage the Marketing
Process
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1.......................................................................................................................................3
TASK 2.......................................................................................................................................7
TASK 3.....................................................................................................................................14
TASK 4.....................................................................................................................................19
CONCLUSION..............................................................................................................................22
REFERENCES..............................................................................................................................23
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INTRODUCTION
Marketing process can be describe as the set of activities that is required to successfully
complete marketing activities (Armstrong and et.al., 2018). It includes a proper procedure which
complies analysis of market, identifying opportunities, researching about target market and
potential customers. In marketing process effective and strong marketing strategies are
developed in order to target the selected audience in appropriate manner. It is crucial to manage
marketing plan in correct manner so that desired goals and objective of company could be
achieved. Marketing management process needs to be controlled and managed accurately in
order to enhance sales and profitability of business. This report is based on Natural care company
which is based in Brisbane, Queensland Australia. This company is providing high quality eco-
friendly skin care products. Nature Care organisation was developed in 2011 with the motive of
enhance the demand of eco-friendly beauty skin care products. Goods of this company is
developed with natural ingredients as well as emphasis on packaging by environment friendly
materials. This report includes various elements that helps in managing marketing process. It
consist of various written questions in task one. In next task management of marketing
performance project has been conducted accurately. Task 3 consist of different steps for
managing marketing staff. Apart from this Task 4 consist of evaluation of marketing
performance project.
MAIN BODY
TASK 1
1. Explain three common strategic marketing objectives
Strategic marketing objectives could be define as the goals that is set by company while
promoting its products and services in potential market area (McDonald and Wilson, 2016). This
strategy includes all those elements that should be timely achieve with in set time frame. It is
important to set appropriate strategic marketing objectives in order to enhance overall
performance of employees. Three common strategic marketing objectives are mention below.
 To increase sales of company by providing high quality products and services.
 To enhance the brand image of organisation by developing strong relationship with
customers.
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 To grow and develop market share of business by 15 %.
2. Explain the innovation/value matrix and its application to strategic marketing.
Innovation can be describe as the new or emerging trends and technology in market area. It is
very important for organisation to consider innovation and value matrix while developing
strategies marketing plan and objectives. Innovation matrix includes four types of innovation
which are mention below. Break through innovation – This includes completely and new ideas that can have
major impact on consumers as well as producers. Disruptive innovation – This innovation will lead to development and creation of new
and valuable market and network. It will lead to eventually disrupts current and existing
market. Basic research – In this research is conducted in order to increase the knowledge and
understanding about the concept. Research will lead to creation of innovation by
answering the fundamental questions.
 Sustaining innovation – This refers to the innovation that happens due to incremental in
basis and knowledge. This innovation is in response to customer and market demands as
well as implementation of technology.
Innovation in strategic marketing will lead to analyse the way in which business can improve at
innovation. It is crucial for company accurately track evolution of firms with innovation. This
will lead to enhance the performance of business as well as conducting task in appropriate way.
3. Explain how portfolio analysis can be applied to strategic marketing.
Portfolio analysis can be describe as the evaluation of different components that are
included in product and decision making process (Morrison, 2013). It is essential to analyse and
evaluate various elements that is required to allocate resources in order to achieve goals of
organisation. It is crucial to apply portfolio analysis with strategic marketing of business as this
support in better decision making as well as reducing risk allocated to business. In this products
and services of company are identified so that organisation can develop better strategies that will
lead to growth of business. Product life cycle analysis and BCG matrix is example that will
support in strategic marketing.
4. Explain the benefits of branding in relation to improving marketing performance.
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Branding refers to actions that is taken by an organisation to promote products and
services of company. It is important to conduct branding activities in effective manner as this
will lead to have major benefits for company. Importance of branding in relation to improvement
in marketing performance is mention below.
 Branding support in increase profits and revenues of business.
 This helps in attracting more customers towards business as well as increase sales of
company.
 Brand image of company assist in saving business at the time of crises.
 It leads to expand the worth of organisation and develop strong relationship with
customers.
5. Explain each component of the acronym SMART in relation to objectives.
Components of SMART objectives refers to specific, measurable, achievable, realistic
and time. It is crucial for organisation to consider all of these elements while developing
objective and goals.
Specific- This implies that objective should be clear to understand exactly what is needs to be
achieved.
Measurable – It is essential that organisation is setting goals that could be measured with the set
standards (Vargo and Lusch, 2014). Measurable will support in identifying what and when is to
be achieved.
Achievable – Set objectives needs to be achieved with the set period of time. It is important to
develop such objective which is possible to achieve.
Realistic – While development of objective it is crucial to identify that set goals is realistic as
well as possible to accomplish in selected time frame.
Time – It is important to set right and accurate time frame to achieve the objectives. Deadline of
objective should be set by considering the task of objectives.
6. Explain why there may be some tension between long-term and short-term marketing
objectives.
Short team marketing objective includes goals for short time frame. Long term marketing
objective are for more time period. Both of these marketing objectives needs to accomplished in
order to enhance performance of organisation. The main reason for tension between long term
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and short term marketing objectives is ineffective management system of organisation as well as
misaligned or mismanaged goals.
7. Explain the balanced score-card strategy performance management tool.
Balanced score card can be describe as the strategic management performance that needs
to be identified correctly and accurately. It is important for company to use balanced score card
strategy to manage performance of employees. This is helpful in improving the various functions
of internal business as well as analysing it with external outcomes. Data collected by balance
score card management tool is important to take better decision as well as to provide accurate
feedback to employees.
8. Explain the concept of product differentiation strategy.
Product differentiation strategies refers to those marketing strategies that is developed by
company in order to differentiate business products and services with other rival companies
(Grönroos and Gummerus, 2014). In product differentiation strategy, organisation is focusing on
creating products that is different from current products of market area and not developed by
any other competitor’s organisation. This strategy helps in building strong valuable proposition
in market areas by offering new and attractive products to customers.
9. Explain two common sources of differentiation within a product differentiation strategy.
There are different ways through which company can differentiate products with other
rival companies. This will lead to have major positive impact on growth and development of
business.
Two common sources of differentiate are mention below.
 Company can differentiate its products on the basis of quality. Difference in quality and
price in comparison to competitors products and services is a sources of differentiation.
 Different is functioning of products can be consider as the source of product
differentiation strategy.
10. Explain two disadvantages of using a product differentiation strategy.
There are several disadvantages that could be faced by company while using product
differentiation strategies. Disadvantages are mention below.
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 This strategy does not guarantee increment in revenues and profits of organisation. It is
not necessary that targeted customers like or purchase different product as compare to
existing products of rival company.
 It is very cost and resources consuming process. Company needs high amount of cost,
time as well as other resources while developing new and different products for
customers.
11. Explain the concept of competitive advantage.
Competitive advantage can be describing as the situation that will lead to produce high
quality of products and services at lower cost. This includes various attributes such as branding,
cost structure, quality of products and services, intellectual property and so on. All of these
factors support company to gain competitive edge over other rival companies. Competitive
advantages help in enhance value of business due to certain strengths or condition of
organisation.
TASK 2
1. Write a briefing report.
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NatureCare Products
Marketing Briefing Report
Overall business objectives
Business objective of Nature care products are :
 To expand business into new market area in order to increase market share.
 To tap into at least one international market area.
 To increase the sales and profits of company.
Strategic Marketing Objectives
 To enhance the awareness about product and services offered by 20 %.
 To improve the retail outlets stores of Nature Care products by 150.
 To increase the annual growth of company by 10 %.
External factors impacting on the company including:
 Current economic conditions - Increase in economic conditions will lead to overall growth and
development of Nature Care company.
 Industry trends and market changes – Market trends are changes and skin care industry is more
focusing on developing eco friendly products and services.
 Social trends and impact on the demand for NatureCare Products – This company is
developing natural and eco friendly products that is in high demand. Customers has positive attitude
towards natural cosmetic and skin care products.
 Competition – Nature care company is developing high quality products with the usage of natural
ingredients. This helps in gaining competitive advantages over other rival companies.
Marketing mix
NatureCare marketing mix includes product, price, place and promotion. Marketing mix is mention
below.
 Product – This company is developing skin care and cosmetic products which is made up of
natural and organic ingredients.
 Price – Nature care products has comparative high products which is set as per the quality
offered in products.
 Place – This company is offering its products though retail outlets and online stores.
 Promotion – It is promoting products through modern and traditional methods.
Product opportunities
This company has opportunity to enhance the sales of NatureCare products by increasing number of
retail outlet stores as well as enhance online market.
Promotional activities
This company is promoting products through Facebook page and website. These promotional activities
are cost effective and support in accomplishment of set goals.
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Pricing
This company has set premium pricing policies for offering its high quality products. It has developed
high brand image in market so new entrant company does not affect the performance of Nature care
products.
Distribution
Nature care company is offering products through online shop and retail store in Australia. Offering of
products in health food store lead to gain trust from customers and increase sales of products.
Marketing performance analysis
This company is offering products and services which is as per need of customers. Nature care products
are able to meet with the demand of market.
Recommendations for improving marketing and performance
This company should enhance promotional activities as this will support in attract more customers
towards business.
Best practice integrated marketing communications to ensure maximum brand awareness.
Utilisation of marketing technology in order to create, promote as well as measure the marketing
process. This integrated marketing communication support in maximising the brand awareness of
Nature care products.
2. Write an email to Marketing Director
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To:
CC:
BCC:
Subject: Briefing report of marketing plan
Respected Sir,
I would like to inform you about the inform you about the marketing activities of Naturecare
products. I have attached the document which include complete information about the products,
objective and market analysis of Nature care products.
I would request you to kindly go through attached document so that we can discus further in
meeting.
Thank you
3. Participation in meeting with Marketing Director to discuss briefing report.
As discussed in the meeting some changes are required that will support in enhancing
performance of nature care products. In meeting marketing Director has suggested changes in
business objectives, strategic marketing objective as well as promotional marketing mix of
nature care company.
4. Revise the briefing report.
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NatureCare Products
Marketing Briefing Report
Overall business objectives
Business objective of Nature care products are :
 To expand business into new market area in order to increase market share.
 To develop strong brand image of company in market area.
 To increase the sales and profits of company.
Strategic Marketing Objectives
 To enhance the awareness about product and services offered by 20 %.
 To improve sales of products by improve retail outlets and online marketing services by 25 %.
 To increase the annual growth of company by 10 %.
External factors impacting on the company including:
 Current economic conditions - Increase in economic conditions will lead to overall growth and
development of Nature Care company.
 Industry trends and market changes – Market trends are changes and skin care industry is more
focusing on developing eco friendly products and services.
 Social trends and impact on the demand for NatureCare Products – This company is
developing natural and eco friendly products that is in high demand. Customers has positive attitude
towards natural cosmetic and skin care products.
 Competition – Nature care company is developing high quality products with the usage of natural
ingredients. This helps in gaining competitive advantages over other rival companies.
Marketing mix
NatureCare marketing mix includes product, price, place and promotion. Marketing mix is mention
below.
 Product – This company is developing skin care and cosmetic products which is made up of
natural and organic ingredients.
 Price – Nature care products has comparative high products which is set as per the quality
offered in products.
 Place – This company is offering its products though retail outlets and online stores.
 Promotion – It is promoting products through online marketing,website promotion and facebook
page.
Product opportunities
This company has opportunity to enhance the sales of NatureCare products by increasing number of
retail outlet stores as well as enhance online market.
Promotional activities
This company is promoting products through Facebook page and website. These promotional activities
are cost effective and support in accomplishment of set goals.
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Pricing
This company has set premium pricing policies for offering its high quality products. It has developed
high brand image in market so new entrant company does not affect the performance of Nature care
products.
Distribution
Nature care company is offering products through online shop and retail store in Australia. Offering of
products in health food store lead to gain trust from customers and increase sales of products.
Marketing performance analysis
This company is offering products and services which is as per need of customers. Nature care products
are able to meet with the demand of market.
Recommendations for improving marketing and performance
This company should enhance promotional activities as this will support in attract more customers
towards business.
Best practice integrated marketing communications to ensure maximum brand awareness.
Utilisation of marketing technology in order to create, promote as well as measure the marketing
process. This integrated marketing communication support in maximising the brand awareness of
Nature care products.
5. Develop the plans discussed during the meeting.
In meeting some changes in objective, strategic objective and promotion marketing mix
has been identified. According to this, it has been identified that Nature care company needs
develop strong brand image of company. Promotion of products and services though online
marketing and social media network will support in enhancing sales of respective company.
6. Develop a communication strategy.
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NatureCare Products
Communication Plan
Audience Key message Delivery
method
Date/duration
of session (if
applicable)
Location
Directors
We are
conducting
marketing
activities in
order to improve
the sales and
profits of Nature
care company
Formal E-mail Australia
Marketing
Manager
Marketing plan
activities are
successful
managed and
timely
implemented to
achieve set
goals.
Formal E-mail Australia
Investors Request for
more
investment in
marketing
activities for
successfully
achievement of
goals.
Formal E-mail Australia
Marketing To enhance Direct Australia
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executive their
performance
and conduct
task in effective
manner.
communication
7. Write an email to the Marketing Director.
To:
CC:
BCC:
Subject: Revised Briefing report of marketing
Respected Sir,
As per the discussion briefing report of marketing has been revised. In this changes are made as
per the three plan discussed in the meeting. I have attached the document of new or revised
briefing report of Nature care product marketing. Communication plan has been also attached in
this mail.
Thank you
TASK 3
1.Create a PowerPoint presentation.
Part 1
Objectives of NatureCare Products’ strategic marketing
 To expand business into new market area in order to increase market share.
 To develop strong brand image of company in market area.
 To increase the sales and profits of company.
Communication strategy
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Communication strategy that is used by Nature Care company will support in attracting
more customers towards business. Respective company is communication though digital and
social media platforms. This is cost effective and help in reaching to large market area.
Planned marketing activities
Planned marketing activities of Nature care products is to offer its products to new
market area by providing high quality or natural skin care products to customers. This company
is focusing of enhancing brand image and developing strong relationship with customers.
Roles and responsibilities
It is role and responsibilities of staff member to develop products as per need and
requirement of customers. Employees role is to identify customers needs and meet with their
demand. It is crucial that staff member is considering their responsibilities and following all rules
and regulation.
Part 2
Objective of session
 The main objective of this session is to improve the skills and capabilities of employees.
 Provide proper guidance to staff member so that they perform better
Skill requirements
 Communication skills
 Time management skills
 Interpersonal skills
Way to improve skills
 Online session
 Mentor and coaching
 E-learning platform
2. Send an email to all marketing staff
To:
CC:
BCC:
Subject: Invitation to meeting
Hi all,
I would like to invite you all to staff meeting and the purpose of meeting is to enhance
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marketing activities of Nature care products. I have attached presentation in this mail and it is a
kind request to go through presentation for complete detail about meeting.
Please suggest your convenient time, place and date for meeting.
Thank you
3. Conduct the meeting.
In meeting, different aspects of Nature care products are discussed that will support in
accomplishment of goals. In this proper marketing plan has been discussed with the staff
member and team. Each and every employee has different roles and it is crucial that all staff
member have clear idea about their roles and responsibilities.
4. Send an email to all staff invited to the meeting.
To:
CC:
BCC:
Subject: Glimpse to meeting
Hi all,
As per the discussion in the meeting I hope you all are clear with roles and responsibilities. I
request you all to contribute you full skills and capabilities while completion of this marketing
project.
If you have any doubt and issues regarding you role and responsibilities please approach to your
manager.
Thank you
5. Develop a mentoring plan
NatureCare Products
Mentoring Plan
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Mentor name:
Mentee name: Alice
Mentee goals:
To enhance the marketing skills and
knowledge in 6 months
Practical steps to achieve
this (for each goal)
Goal Actions
Digital marketing Stay updated with digital marketing
knowledge and research more about
fundamental of digital marketing
Marketing legislation Increase information and knowledge
about various rules or legislation related
to marketing.
Strategic marketing Enhance communication and critical
thinking skills.
Managing a team Create strong relationship with employees
and other team members.
Networking Connect more in meeting as well as
focusing of effective communication with
others.
Meeting schedule for
upcoming six months and
summary of what is to be
covered:
Meeting schedules for next six months
will helps mentee in developing digital
marketing knowledge, information
about marketing legislation, enhancing
strategic marketing skills, effective
management of team and developing
strong networks.
Schedule of Meetings:
Signature of Mentee: Signature of Mentor:
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Date: Date:
6. Meet with Alice.
The motive of first meeting with Alice is to increase information and understanding about
digital marketing. In this meeting mentor complete focus is to enhance the knowledge and skills
of Alice about digital market. For developing digital marketing skills Alice needs to gain more
information about digital market and focus on increasing understanding about fundamentals of
digital marketing. Mentor of Alice has given feedback that Alice needs to work on SEO and
social media networking. These are major tools and techniques which support in developing
digital marketing techniques.
7. Send an email to Alice
To:
CC:
BCC:
Subject: Mentoring plan
Hi Alice,
I hope you are working on your skills and knowledge in order to improve information about
marketing concepts. In meeting we has discussed that areas in which you are lacking and need
improvements. I have attached complete mentoring plan so that you can work accordingly.
Thank you
8. Write a team performance review
Fake and paid testimonials are illegal and this is a punishable act. It is important for
manage to explain marketing team about this testimonials. So that they do not repeat this type of
mistake as this activity can affect the image of company. Under Federal Trade commission it has
be state that this is an illegal practice of company to ask customers to fake post about products
and services. There are several consequence that could be faced by company due to paid and
fake testimonials. These practices are not allowed under legislation as this provide incorrect and
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wrong information to customers. Manager needs to control team member and their activities so
that they do not repeat this types of mistake.
Marketing manager should communicate the correct and legal practices to its team
member so that they can perform task in correct and accurate manner. Marketing team needs to
develop better and strong relationship with customers so that buyer willingly suggest or
recommend products to other person. Expectation of manager from its staff member is that they
do not repeat same mistake and consider ethical role and responsibilities while performance
business task and activities.
9. Send an email to the team.
To:
CC:
BCC:
Subject: Team performance review
Hi all,
I appreciate your efforts and contribution towards achievement of set goals. All of you are well
aware of your roles and responsibilities as well as working accordingly. But there are some
practices conducted by marketing team that is not allowed under legislation. I request you all to
consider ethics and morale while performance business activities. Repetition of incorrect
practices will be punishable.
Thank you
TASK 4
1. Review Data
Overview of the campaign
This campaign is focusing on improvement in performance of industry and
competitiveness. In 2020 tourism is concentrating on achieving new opportunities for growth and
development.
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Potential of the Indian market for Australian tourism and current Indian market
India is considered as one of the world's fastest growing travel market with United
Nations World tourism organisation. Indian market has potential to contribute between A$ 1.9
and A$ 2.3 Billion.
Target customers
Targeted customers are well capable and qualified person who are mid life travellers.
Marketing strategies
This includes various offers and packages that will attract customers towards Australia.
Success indicators for 2020
Development in strategic plan 2020 of India will lead to have significant impact on
development of tourism.
Market overview information in 2016
India is Australia 10th largest market for total visitors and it is continuously increasing.
An analysis of the data in the market profile against the success indicators included in the
Strategic Plan
As per the data approx 259,900 visitors has arrived and they has spend approximately $
1.2 Billions.
Evaluation of the success of or performance gaps in the aviation development strategy to date
using the data in the market profile
It has been estimated that extra seats in aviation services will be required to fill the gap
and meet with demand from India.
Evaluation of the success of, or performance gaps in the geographic strategy to date using the
data in the market profile
It is identified that most of the visitors are from Delhi and Maharashtra.
2. Development of marketing performance report
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Marketing Performance Report
Overview of the campaign
The goal of this campaign is to achieve more than $ 115 billion and enhance the performance of
industry.
Potential of the Indian market for Australian tourism and current Indian market
Potential of Indian market to contribute approx A$ 1.9 and A$ 2.3 Billion annually will lead to have great
impact on Australian tourism.
Target customers
Targets customers are entrepreneurs who are self employees, highly capable professional and
multinational companies senior executives.
Marketing strategies
Marketing strategies includes honeymoon packages for couples and offer for children, free independent
travellers package and offer for first time visitors to Australia.
Success indicators for 2020
Long term national tourism strategy that was developed in 2009 December will lead to growth and
development in Tourism industry of India and Australia.
Market overview information in 2016
India is Australian 9th largest inbound market for visitors. It has approx 259,000 visitor arrivals.
An analysis of the data in the market profile against the success indicators included in the
Strategic Plan
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In the strategic plan Australian market is focusing of developing products and services as per
preferences of Indian customers. This will lead to success of Tourism industry.
Evaluation of the success of the marketing strategies using the data in the market profile and
KPIs, gaps and over-performance
The success of marketing strategies has been analysed as well as gap in market profits is determined
with the increase in number of visitors.
Overall evaluation of the success of the campaign and recommendation to changes to strategic
objectives
This campaign is successful working as number of visitors in Australia are increasing. There are some
recommendation such as Australian tourism market needs to focus in improvement in promotional
activities.
3. Send an email to assessor
To:
CC:
BCC:
Subject: Performance marketing report
Hi all,
As per the analysis of market and performance it is determined that 2020 tourism market is full
of opportunities. This will lead to enhance the whole tourism industry. I have attached
performance marketing report document for better information.
Thank you
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CONCLUSION
From the above report it has been determined that marketing process includes various
activities that needs to be performances in accurate manner. It is crucial to manage to all of these
activities in effective way. Management of marketing activity includes development of plan as
well as communicating it to other. Manager needs to control activities of marketing staff so that
they perform task in required manner. Apart from this evaluation of marketing performance will
lead to take better decision for organisation.
REFERENCES
Books and Journals
Armstrong, G.M, and et.al., 2018. Marketing: an introduction. Pearson UK.
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit from
them. John Wiley & Sons.
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit from
them. John Wiley & Sons.
Morrison, A.M., 2013. Marketing and managing tourism destinations. Routledge.
Vargo, S.L. and Lusch, R.F., 2014. Evolving to a new dominant logic for marketing. In The
Service-Dominant Logic of Marketing (pp. 21-46). Routledge.
Grönroos, C. and Gummerus, J., 2014. The service revolution and its marketing implications:
service logic vs service-dominant logic. Managing service quality.
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