Marketing Strategies for Night Cream: Competitor and Consumer Analysis

This report conducts a comprehensive marketing analysis of a night cream product within the UK market. It begins with an introduction outlining the importance of marketing and the specific focus on night cream. The main body of the report delves into competitor and consumer behavior analysis, identifying key competitors and exploring consumer expectations. It then examines the marketing mix (product, price, place, promotion, people, process, and physical evidence) of night cream, considering various aspects such as product range, pricing strategies, distribution channels, and promotional tactics. Furthermore, the report analyzes the segmentation, targeting, and positioning (STP) strategies, focusing on market segmentation, identifying the target market (urban women), and establishing the product's positioning relative to competitors. Finally, the report provides several recommendations, including product improvement, competitive advantages, enhanced promotional tactics, customer feedback, marketing research, and strategy revisions. The conclusion summarizes the findings and emphasizes the significance of these marketing strategies for the success of the night cream product.

Essentials of Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. A competitors and consumer behaviour analysis....................................................................1
2. Marketing mix analysis...........................................................................................................2
3. Segmentation, targeting and positioning analysis ..................................................................4
RECOMMENDATION...................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing is an essential part of business process that creates relationship with customers
and satisfied their needs and wants. It is an essential activity that is undertaken by the company
for buying and selling of their products and services. Present study is based on an individual
product and service item that is night cream.
The report will include the competitors and consumer behaviour analysis. It explains
marketing mix analysis of night cream. It describe segmentation, targeting and positioning
analysis. Furthermore, the report will provide recommendation to improve the marketing mix
strategy or the STP strategies.
MAIN BODY
1. A competitors and consumer behaviour analysis.
Competitor:
Their are several competitors are their in UK market for night cream such as Aveeno
absolutely restorative night cream. RoC retinol correxion deep wrinkle night cream, tarte
amazonian clay 12-Hr coverage foundation, murad retinol youth renewal night cream, the baby
shop vitamin E night cream and many more. They already capture a strong market share in UK
and consider as a major competitors of the night cream(Desmond, 2015).
Consumer behaviour analysis:
Consumer behaviour analysis is essential for the product development because that provides the
real expectation and needs of the consumers. The analysis can be done by using these factors:
Provide value and customer satisfaction:-
For the analysing the consumer behaviour, the product can add some value through some
additional benefits that differentiate to other and enhance the satisfaction level of their target
market that helps to analysis the behaviour of the consumer towards the night cream.
Effectively target customers:
For the night cream, the product have to target the right market that are interested to buy
the night cream. That only know by analysis the consumer behaviour. It helps to differentiate the
target market from the entire market(Huang and et.al.,2018).
Enhance the value of the product:
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By enhancing the value of the product helps to attract new customers as well as keep the
existing customers because every customer want to some extra value of the product that they use
and they want to use. If enhancing the sales of the product that they have to add some extra value
that attract the customers toward the night cream rather then choose to other.
Create competitive advantage:
The night cream product can create competitive advantage by adding something extra
that differentiate to the night cream by the other brands and company(Consumer behavious
analysis,2019). For example they can provide discounted prices to the customers, by offering
free products with the main product etc.
Understanding the customers behaviour:
It is very important in analysis the customer behaviours that to understand the behaviour
of the customers through analysis their beliefs, interest and perception towards the night cream.
According to their behaviours, the product is offered to the customers(Foxall, 2015).
2. Marketing mix analysis
Marketing mix of night cream analyses the several brands and company that makes night
cream that covers product, price, place, promotion, people, process and physical evidence that is
used by several company and brand in their marketing strategy. It is helpful in perspective of
marketing of night cream where the individual can get best return.
Product:
Night cream product is known for worldwide as a product that provides personal care and
touch. Night cream product manufactures to keeping the basic skin requirement of the consumer.
In the product range of night cream covers for oily skin night cream, for dry skin night cream etc.
The night cream covers in cosmetic industry. In cosmetic industry there are several products
such as eyeline, make-up brushes, face creams and many more. So the individual can offer other
products with night cream because night cream is benefited for the people who uses other
cosmetics that helps to protect their skin by any side effects. So in the night cream product range
they can offer other cosmetics too(Juster,2015).
Price:
The pricing of the product is also reflected the good value in terms of money. The pricing
of the night cream neither a cheaper nor high prices. Most of the company of night cream uses
competitive prices of their product because of several competitors. Only those people spend
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money that willing to pay extra to get extra benefit. For example, people those wants to smooth
skin and do not effected skin by their daily make-up. Those people usually buy the night cream
for extra care of their skin. The night cream product is available in various range such as low
price, medium price, high prices and premium prices.
place:
The night cream product easily available to the each consumers that can be shopping
mall, street and through online. The companies of night cream does not sell sell their products
directly to the customer. They sell their products through retailer, supermarkets, other malls as
well as by their franchises. In UK the market place of the Night cream is overall country. It
capture all the places neither small or big stores. The customers have variety of preference in
night cream at one place because the retailer are common of the night cream company(Dewi and
Suryawardani, 2019).
Promotion:
Usually it is method of telling the benefit of the night cream to the people. There are
several promotional tactics that is used for the promotion of the product. Such as advertisement,
celebrity endorsement, direct selling, word of mouth and many more(Gengler and Mulvey,2017).
According to the recent research, most of the night cream company uses celebrity endorsement
as well as word of mouth for the promotion of the night cream. Company of night cream can
offer discounted coupon as well as advertisement in local news papers and magazines. The night
cream company mainly promote their products through all media channel such as TV, online ads
and print media etc.
People:
It is a very important to choose right people that have some essential skills like ability to
convenience the people towards using night cream. In cosmetic industry only right people can
offer and deliver right services to the customers. It is a very risky factors of choosing right
employees for the marketing of the night cream(Lutz and Newlands, 2018). The target people of
the night cream is all group of people but mainly they target market is women because they are
very conscious about their beauty. This is a right target market to expand their product of night
cream for making profits.
Process:
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The process for the night cream should be efficient and effective for the marketing of the
night cream. The process includes manufacture, intermediators and customers. In night cream
marketing intermediators play an essentials role because the company do not sell their product
direct to the customers because of their vast market. So, they sell their products through the
retailer, small stores, big malls and franchises etc. this process is effective to provide their night
cream to every customers.
Physical evidence:
The physical evidence is very essentials for the marketing of the night cream even the
cream sell via online then physical evidence in form of jpg file and pdf file. It helps to provide
clear guidelines related to the night cream as well as their benefit(Fan, Lau and Zhao, 2015). The
physical evidence is very important in the market of the cosmetic industry.
3. Segmentation, targeting and positioning analysis
Segmentation:
It means dividing the market into different group of buyer with characteristics, behaviour
and needs that may be require separate marketing mix and product. Market segmentation helps to
identified the potential customers of the night cream. It helps to differentiate their potential
customers into segment, group and based on their characteristic. The segmentation helps to
similar the marketing strategy and share traits such as needs, interests and locations. Market
segmentation makes easier for the night cream company to personalize the market campaigns.
By segmenting their target market of the night cream that helps to make more efficiency with
resources, money and time(Stead and Hastings, 2018). It helps to reduces the risk for night cream
because the key characteristics of the product and strategies are based on the target market
segment. For the night cream their market segment is mostly urban woman because they are
highly conscious about their skin at the age group of 15 to 45 year old and the mostly women are
belong to the high income class.
Targeting:
It is a process that helps in selecting target market of night cream from the entire market.
Target market means a group of buyer for the company means company wants to satisfied their
needs and wants, for manufacturing the product, price set, distribution network is prepared and
the promotional efforts are made. The night cream can not target all the segment of their selling.
They can only target a limited market segment for their selling of night cream. Their main target
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market is urban people because the rural people do not aware about the night cream and their
benefits and one more reason is they do not make over every day(Pyo, 2015). Whereas, the urban
people are very much aware about the night cream and that is part of their daily life because most
of the urban women are business class and they are going to office and usually they make up on
their face daily that can be create problem. So, the night cream can helps to protect them. One
more reason is the urban women is very conscious about their skin and they are willing to buy
night cream. So their target market is urban women.
Positioning:
It refers to the perception of the consumer toward the night cream in relation to other
brands and company of the night cream. It is a process of establishing brand image of the night
cream. It helps to identify the position of the night cream in perspective of the consumer.
Position strategy helps to understand various factors related to the night cream such where the
position of the night cream state, what are the key factors that effects the position of the night
cream and helps to reduce those factors from their production process and helps to make an
effective night cream and also better their position in the eye of consumer. It provide the reality
to the product position as compare to other products of night cream(Festa and et.al.,2016).
RECOMMENDATION
They should produce their product according to needs and expectation of the consumers
because only night cream can not be provide satisfaction to the consumers.
They should create competitive advantages of the night cream by differentiate to the
competitors night cream and add some extra value to the night cream that helps to increase the
sales as well as profitability of the product.
They should enhance their promotional tactics for the night cream because there are
number of competitors are their in the market if they wants to become a market leader of the
night cream than they have to enhance their promotional tactics such as advertisement, hoarding,
celebrity endorsement etc.
They should start taking feedback from their potential customers that helps to improve
their existing product as well as provides new ideas for improvement as well as creates
opportunities.
They should invest on conducting marketing research that helps to provide current market
position and also target market expectation.
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They should revise their prising and product strategy that helps to provide better result than
existing strategy.
According to their positioning analysis, the product can identify their positioning in the
target market and find out the problem cause factor. So, the product strategy should include the
positioning analysis result in their future decision making that helps to enhance the sales of the
product.
They should involve various external factors analysis in their marketing analysis that helps to
prevent future threat as well as provide opportunities.
CONCLUSION
From the above study it has been summarised that marketing is played an essential role in
order to develop a new product and marketing of any product and service. The report has been
explained the competitors of the night cream as well as consumer behaviour analysis. It has been
defined the marketing mix analysis for night cream. It has been described the segmentation,
targeting and positioning analysis. Furthermore, the report has been provided some
recommendation to improve the marketing mix strategy and the STP strategies.
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REFERENCES
Books & journals
Desmond, J., 2015. Consumer behavior analysis. The Routledge Companion to Consumer
Behavior Analysis, p.350.
Dewi, I.A.P.C. and Suryawardani, I.G.A.O., 2019. Relationship between Marketing Mix and
Cunsomers’ Loyalty of Hatten Wines Products. E-Journal of Tourism, pp.139-146.
Fan, S., Lau, R.Y. and Zhao, J.L., 2015. Demystifying big data analytics for business
intelligence through the lens of marketing mix. Big Data Research.2(1). pp.28-32.
Festa and et.al.,2016. The (r) evolution of wine marketing mix: From the 4Ps to the 4Es. Journal
of Business Research.69(5). pp.1550-1555.
Foxall, G.R. ed., 2015. The Routledge companion to consumer behavior analysis. Routledge.
Gengler, C.E. and Mulvey, M.S., 2017. Planning pre-launch positioning: Segmentation via
willingness-to-pay and means-end brand differentiators. Journal of Brand
Management.24(3). pp.230-249.
Huang and et.al., 2018, April. A cross-platform consumer behavior analysis of large-scale
mobile shopping data. In Proceedings of the 2018 World Wide Web Conference on World
Wide Web (pp. 1785-1794). International World Wide Web Conferences Steering
Committee.
Juster, F.T., 2015. Anticipations and purchases: An analysis of consumer behavior. Princeton
University Press.
Lutz, C. and Newlands, G., 2018. Consumer segmentation within the sharing economy: The case
of Airbnb. Journal of Business Research.88.pp.187-196.
Pyo, S., 2015. Integrating tourist market segmentation, targeting, and positioning using
association rules. Information Technology & Tourism.15(3).pp.253-281.
Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix: getting the balance
right. In Social Marketing(pp. 29-43). Psychology Press.
Online
Consumer behavious analysis.2019[Online].Available
through<https://www.reply.com/Documents/7854_img_CloudComputing-
CustomerBehaviourAnalysis-eng.pdf>
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