Analysis of Edible Beauty: A Marketing Fundamentals Discussion

This discussion forum post analyzes Edible Beauty, an Australian skincare company, focusing on its marketing fundamentals. The assignment begins with an overview of the beauty and skincare industry, highlighting the competitive landscape and the increasing use of innovative product ideas. It then provides background information on Edible Beauty, including its founder, product offerings (skincare, beauty teas, and supplements), pricing strategy, location, and promotion methods (primarily digital marketing). The core of the analysis involves a competitor analysis, comparing Edible Beauty with LUSH Cosmetics (direct competitor) and Color Motion (indirect competitor), examining the 4Ps of marketing: price, product, place, and promotion. A SWOT analysis is also conducted, considering political, economic, social, technological, environmental, and legal factors to identify the company's strengths, weaknesses, opportunities, and threats. The conclusion summarizes the key findings and insights regarding Edible Beauty's marketing strategies. The assignment includes references to support the analysis.

READING HEAD: MARKETING FUNDAMENTALS 0
Marketing
April 7
2020

MARKETING FUNDAMENTALS 1
Contents
1. Select a Business.................................................................................................................2
2. Business Background..........................................................................................................2
3. Competitor Analysis...........................................................................................................2
4. SWOT Analysis..................................................................................................................4
5. Conclusion..........................................................................................................................5
References..................................................................................................................................6

MARKETING FUNDAMENTALS 2
1. Select a Business
Beauty products and skincare products attract many people as they are related to personal
care. Many companies operate in these products. Companies are also developing products
with innovative ideas so that they can attract more and more customers. Competition is
observed in this field as well. Companies are using different types of promotion skills and
strategies to promote their products in the market. In this discussion “Edible Beauty” will be
used for different types of analysis i.e. competitor analysis and SWOT analysis.
2. Business Background
Edible Beauty is an Australian company that was founded by Anna Miltos. The company
deals with skincare products that can provide a luxurious experience to its customers.
Products such as beauty teas and wellness supplements are developed by the company. The
products that are developed by the company contain therapeutic botanicals and well-crafted
Australian ingredients (Edible Beauty , 2020).
Product Edible Beauty is dealing in skin care products. These products
are made up from botanical ingredients.
Price The products of the company are of affordable range.
Place The company is located in Australia.
Promotion Company is using Digital Marketing for promotion of its
products.
3. Competitor Analysis
Competition exists in every market and field. Every company needs to analyse the
competitors that exist in the market. It will give an idea and analysis through which the

MARKETING FUNDAMENTALS 3
company can make their plans. There are two types of competitors in the market. One is
direct and the other is indirect. Direct competitors are considered to be those companies that
deal with the same products. Indirect competitors are considered to be those companies with
same target market.
In the case of Edible Beauty direct competitor is “LUSH Cosmetics” and the indirect
competitor is “Color Motion”. There is some difference between Edible beauty and LUSH
Cosmetics. There are four P’s in the marketing framework. These P’s are price, product,
place, and promotion. A comparison between both of the companies will be done on these
bases.
4P’s LUSH Cosmetics Edible Beauty
Price The price strategy that is adopted
by the company is Premium
Pricing strategy. Company deals
in high price range products
( MBASkool.com, 2020).
The pricing strategy that is used by
the company is affordable Pricing
strategy. Company deals in
affordable range of products.
Product Company deals with the product
of Personal care. The products of
the company are organic in
nature. Fresh products are
delivered by the company
(Ecodiva, 2020).
Company deals in the products of
skin care and personal care. The
products of the company are
botanical in nature.
Place Company has a business in 44
countries. Headquarter of the
company is located in Poole, UK.
Company has more than one
Company has a business in
Australia. Company deals in
online selling of goods.

MARKETING FUNDAMENTALS 4
thousand stores.
Promotion Company is providing so that
customers will share their
experience with their relatives and
friends. Company also believes in
online marketing of the products
(Online Marekting Gurus, 2019).
Company promotes its product
through digital marketing.
Company believes that they find
their target customers online.
4. SWOT Analysis
The four P’s of the company are mentioned above in the background of the business.
Political Factors There are strict guidelines of the country that has to be followed
by the company. This guideline includes safety of the product.
Economic Factors Economic factors have less effect of economic factors. Cosmetic
industry can survive the market in recession also. But there are
times when customers can show concern about prices.
Social Factors Company should maintain brand loyalty. Social factors include
customers. Therefore brand loyalty is key element.
Technology Factors Since edible beauty is involve in online selling of the goods it is
important for them to be available 24 hours.
Environmental Factors Company is showing concern about the environmental factors.
Therefore they are involved in less packaging of the products.
Legal Factors It is very important for the company to follow legal guidelines.
There are two acts that has to be followed by the company,
namely, The Federal Food, Drug and Cosmetic Act and The Fair

MARKETING FUNDAMENTALS 5
Packaging and labelling Act.
Strengths:
High-Quality Products.
Affordable Prices.
Brand Loyalty.
Opportunities:
Expansion in other countries.
Increase relationship with customers.
Environmental friendly products and
packaging.
Weakness:
Limited product line.
Less number of employees.
Offline stores.
Threats:
Competitors.
Changing legal environment.
Changing needs of customers.
5. Conclusion
Edible company is a company that deals with products that are related to skincare. There
are some strengths and weaknesses of the companies. In the above discussion four P’s of the
company are mentioned. This will help in knowing the different policies and strategies that
are used by the company.
References
MBASkool.com. (2020). Lush Marketing Mix (4Ps) Strategy. Retrieved 04 07, 2020, from
MBASkool.com: https://www.mbaskool.com/marketing-mix/products/17705-
lush.html

MARKETING FUNDAMENTALS 6
Ecodiva. (2020). EDIBLE BEAUTY AUSTRALIA. Retrieved 04 07, 2020, from Ecodiva:
https://www.ecodivabeauty.com/collections/edible-beauty
Edible Beauty . (2020). About . Retrieved 04 07, 2020, from Edible Beauty :
https://ediblebeautyaustralia.com/pages/about-1
Online Marekting Gurus. (2019). How Edible Beauty Generated 368% More Organic
Revenue. Retrieved 04 07, 2020, from Online Marekting Gurus :
https://www.onlinemarketinggurus.com.au/case-study/edible-beauty