Beauty Giant's Marketing Strategy: Launching 'Forever Young' in UK

This report details a marketing strategy and plan for Beauty Giant's new anti-aging product, "Forever Young." It includes an internal environment analysis using SWOT, a market segmentation strategy focusing on demographic and psychographic factors, and a market positioning approach emphasizing youthfulness. The marketing mix (7Ps) is thoroughly examined, covering product development, pricing strategies, distribution channels, promotional activities, people management, physical evidence considerations, and process optimization. Additionally, a PEST analysis assesses the political, economic, social, and technological factors influencing the cosmetic industry in the UK. The report also contains a comparison between Beauty Giant and Maybelline, highlighting differences in product offerings, pricing strategies, and distribution methods. This comprehensive plan aims to establish Beauty Giant as a leading provider in the UK cosmetic industry. Desklib provides access to this and many other solved assignments for students.

Running head: MARKETING STRATEGY AND PLAN
Marketing Strategy and Plan
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1MARKETING STRATEGY AND PLAN
Table of Contents
1. Company Introduction..............................................................................................3
2. Discussion................................................................................................................3
2.1. Marketing objective of the company..................................................................3
2.2. Internal environment analysis............................................................................3
2.2.1 SWOT analysis of Beauty Giant...................................................................3
2.3. Marketing Plan...................................................................................................4
2.3.1. Market Segmentation......................................................................................4
2.3.2. Market Positioning..........................................................................................5
2.3.3. Market Targeting.............................................................................................5
2.3.4 Marketing mix (7Ps of Marketing)....................................................................5
2.3.4.1 Product......................................................................................................5
2.3.4.2. Price.........................................................................................................5
2.3.4.3. Place.........................................................................................................6
2.3.4.4. Promotion.................................................................................................6
2.3.4.5. People......................................................................................................6
2.3.4.6. Physical evidence.....................................................................................7
2.3.4.7. Process.....................................................................................................7
2.4. PEST analysis....................................................................................................7
2.4.1. Political........................................................................................................7
2.4.2. Economic.....................................................................................................7

2MARKETING STRATEGY AND PLAN
2.4.3. Social...........................................................................................................7
2.4.4. Technological..............................................................................................8
4. Conclusion................................................................................................................8
References:................................................................................................................10

3MARKETING STRATEGY AND PLAN
1. Company Introduction
In today’s world, the term “anti-aging” is used widely for describing the beauty
products which claim to arrest and reverse the different signs of aging on human
beings. The demand of customers is rapidly increasing with time. Customers have
now become more quality and price conscious than ever (Gabler, Landers and
Reynolds 2017). “Beauty Giant” is one of the cosmetics selling companies of United
Kingdom. It has about 50 branches all around the world and it sells toiletries from
different renowned companies. However, the company does not sell or manufacture
products of their own but has acquired a good name in the business market in recent
years. Most recently, the company has decided to launch a new product called
“Forever Young”. It is an anti-aging product, which the company believe is first of its
kind. The below report shall be elaborating on providing a marketing plan for this
new product that tactically applies the use of 7Ps of marketing for achieving the
overall marketing objective of the company.
2. Discussion
2.1. Marketing objective of the company
The main objective of the marketing strategy of the company revolves around
the goal of it to lead the UK cosmetic industry and to become a pilot provider of
cosmetics products all around the world.
2.2. Internal environment analysis
2.2.1 SWOT analysis of Beauty Giant
Strengths Weaknesses Threats Opportunities
a) Has acquired a
good name in
the business
market in recent
years
b) Strong brand
portfolio
c) Have more than
50 branches
world-wide.
a) Does not
produce and
sell any
product of their
own.
b) The profit
margins are
low
a) The dynamic
nature of the
cosmetic
industry
b) Cash crunch
a) Customer
demands for
organic
cosmetics and
skin care
products
b) Expansion of
the product
lines and
introducing

4MARKETING STRATEGY AND PLAN
d) High quality
products
e) Strong
marketing
communication
s
more new
products
c) Increase in
Market
potential
2.3. PEST analysis
2.3.1. Political
The political concerns in the United Kingdom and the other European Union
nations would impact the cosmetics industry to a significant extent as its products
are often regarded as luxury products and therefore not of the top priority of the
customers. United Kingdom has decided to withdraw from the Brexit, the terms of the
withdrawl being negotiated would certainly influence the general economic, legal and
political framework along with the cosmetics industry in UK as well as the regulations
on the communication activities.
2.3.2. Economic
As per the report of Holston, Laubach and Williams (2017), the UK customers
tend to expand quite more in terms of cosmetic products and they use them to the
last drop. It is also to note that the global economic growth in the year 2017 was
estimated to be 2.7% and that of the UK was remained to 2%. This means that the
UK customers have the tendency to cut down on their spending on the cosmetic
products. Along with the onset of the technological developments and the digital
revolution, the online has prospered by prospering a requirement for the P&G for
investing in the advertising and retailing.
2.3.3. Social
For the skin care and cosmetics industry, its basic target or major customers
are the young people and the middle aged ones. According to Ceballos (2017), when
the generation of Baby Boomer gets retired, the Millennial and the Generation X
usually take their place and becomes the major potential customers of the
companies under the cosmetics industry. These generations have difference in their
preferences and tastes for the products and at the same time, have different choices

5MARKETING STRATEGY AND PLAN
of medium of communication. Furthermore, the customers are highly concerned
regarding the properties and characteristics of the skin and hence, they try to find out
the products that suits best with their skin types in context to their skin tones,
ingredients that it is made of as well as the colour. With the same, the products that
are made of the natural ingredients like the coconut and aloe Vera use very little or
absolutely no harmful chemicals or preservatives. It have gained a widespread
popularity.
2.3.4. Technological
Advancement in the field of science and technologies has given rise to some
really new shopping venues. The new online shopping firms are emerging and are
very quickly grasping a good share of the market. For example, in the year 2015,
Amazon, that features a significant department by selling the health and beauty
products have become the most valuable retailing outlet in the United Kingdom
(Kahn 2018). Moreover, along with the rise in internet, the customers also have a
good range of sources for obtaining details and information as well as feedbacks and
reviews regarding a particular product as well as the company. All these
developments have given rise to the platforms for new communication and choices.
2.4. Marketing Plan
2.4.1. Market Segmentation
According to Baker (2014), Market segmentation refers to the process of
dividing the market of the possible customers into different groups or segments.
Segmentation bases Segment 1
(middle aged)
Segment 2
(Old aged)
Demographic  Age- 30 to 35 years
 Level of income-
25,000 rupees and
above
 Gender- female
 Social status- lower
middle class
 Age- 35 to 50 years
 Level of income-
25,000 rupees and
above
 Gender- female
 Social status- lower
middle class
Geographic  Cities of UK  Cities of UK
Psychographic  Lifestyle- the anti-  Lifestyle- the anti-

6MARKETING STRATEGY AND PLAN
aging cream has
become a part of the
lifestyle of the middle
aged females as they
use it on a daily basis
(Calasanti et al. 2016)
 Attitude towards the
product- They show
positive attitude
towards the anti-aging
cream
aging cream is used
by the old aged on a
daily basis.
 Attitude towards the
product- The old aged
females prefer using
the anti-aging
products and they too,
show positive attitude
towards it.
Behavioural  Benefits- The middle
aged women prefer
using anti-aging
products as they
enhances their skin
texture, giving it a
younger looking feel.
 Benefits- The old aged
women prefer using
anti-aging products as
they make their skin
supple and healthier.
2.4.2. Market Positioning
Positioning is basically built on the basis of the meaningful differences that are
supported by proper strategies and implementations (Palinkas et al. 2015). They can
help in the process of building a competitive edge for the company. Beauty Giants
should position the product in the minds of the customers by a good slogan such as
“The secret of your younger looking you”, and an attractive yet sober logo which
reflects the youth of the country as it is something that makes the skin wrinkle free-
just like the skin of the youths.
2.4.3. Market Targeting
Beauty Giants should use the “Segmented marketing” strategy during
targeting its customers. According to the demographics, the middle aged women
belonging from the age range of 30 to 35 years. The anti-aging product of the
company helps in removing the wrinkles which are formed on the skin of the women

7MARKETING STRATEGY AND PLAN
of middle ages. With the same, in geographic terms, they are the people who reside
in the cities and they are targeting the customers of UK initially.
2.4.4 Marketing mix (7Ps of Marketing)
2.4.4.1 Product
Anti-aging cream for both men and women shall be developed separately
according to their skin types.
2.4.4.2. Price
The pricing strategy of the product shall depend on the perceived value of the
product. The company should follow a cost based pricing policy as the company is
projected as an affordable one in the customer market due to its strong reputation.
Hence, the user would not mind spending high amount for a qualitative brand like
Beauty Giant.
2.4.4.3. Place
Beauty Giant have started its operations from United Kingdom but has spread
very rapidly to the international boundaries. However, for its new product- the anti-
aging cream, the company should make use of a strong distribution network,
especially of the Procter and Gamble and should include its services of distributors,
producing agents and retailers for reaching maximum customers by means of some
really effective logistic organisations such as Atlas logistics. The product should be
very easily available to the discount stores, malls, hypermarket, and convenience
stores and in the local beauty stores as well.
2.4.4.4. Promotion
Beauty Giant should begun its marketing policy by means of projecting its
anti-aging cream as a unique one that has some special properties. It should
advertise the product with the help of print media with some catchy slogans such as
“The secret of your younger looking you”. Furthermore, the advertisement should
also include some personal messages from some fictitious advice columnist to the
readers and can ran it in the local newspapers, magazines and Reader’s Digest. It
should ensure that the advertisement is done with some descriptive and beautiful
advertising campaigns and it should be done in social media portals, billboards,
radio, newspapers, magazines and television.

8MARKETING STRATEGY AND PLAN
2.4.4.5. People
People are considered to be the defining factor in the process of service
delivery (Rosemann and Vom Brocke 2015). Company should effectively manage its
customer care or customer contact employees for monitoring the service quality in
regards to their behaviours and attitudes. It is very crucial in the cosmetics industry
as there might be a big variable in their performance in regard to the outcomes of the
services or products that is delivered to the customers. Beauty Giant should make
the customer service training for its staffs its top most priority before launching the
product in the market.
2.4.4.6. Physical evidence
Having an effective physical evidence is very important for any company to
foster and it is more important particularly when it is going to launch a new product in
the market. Hence, Beauty Giant should consider this largely. It should ensure that
there is some physical evidence of the product, for example, a demonstration in the
form of jpg or pdf file. It is necessary for giving a brief description of the product.
2.4.4.7. Process
The process of the new product need to be efficient and effective of
marketing. In the cosmetic industry, marketing budget is generally considered to be
a significant part of spending money. Hence, Beauty Giant should be efficient in the
product processing.
2.5. Comparison between Beauty giant and another cosmetic brand
(Maybelline)
Maybelline Beauty Gaint
Product  Nail make up
 Lips make up
 Face make up
 Eye make up
 Skincare
Anti-aging cream for both
men and women shall be
developed separately
according to their skin
types
Price  Higher than the mass
production
 It uses price skimming
strategy for its
products
 The pricing strategy of
the product shall
depend on the
perceived value of the
product.
 Use cost based pricing
policy as the company

9MARKETING STRATEGY AND PLAN
is projected as an
affordable one in the
customer market due
to its strong
reputation.
Place  Does not sell the
products directly
 Use of distributors and
retailers in the market,
malls, supermarkets
and drug stores
 Online retailers
 Started its operations
from United Kingdom
but has spread very
rapidly to the
international
boundaries.
 For anti-aging cream,
the company should
make use of a strong
distribution network,
especially of the
Procter and Gamble
and should include its
services of
distributors, producing
agents and retailers
for reaching maximum
customers by means
of some really
effective logistic
organisations such as
Atlas logistics.
 Available to the
discount stores, malls,
hypermarket, and
convenience stores
and in the local beauty
stores as well.
Promotion  Make use of Discount
coupons and
promotes its products
and services through
the local newspapers
and magazines.
 Signing of newsletters
 Make use of social
media
 TV advertisements
and print media
 ‘Promotion of the
entire product
portfolio.
 Projecting its anti-
aging cream as a
unique one that has
some special
properties.
 Advertise the product
with the help of print
media with some
catchy slogans such
as “The secret of your
younger looking you”.
 Include of some
personal messages
from some fictitious
advice columnist to
the readers and can
ran it in the local

10MARKETING STRATEGY AND PLAN
newspapers,
magazines and
Reader’s Digest.
 Some descriptive and
beautiful advertising
campaigns and it
should be done in
social media portals,
billboards, radio,
newspapers,
magazines and
television.
People  Customer care
department
 Monitoring the
services and quality of
products
 Customer service
training for the staffs
are provided
 Customers are the
main people
 Customer service
training are provided
to the staffs
 Staffs effectively
monitors the service
and take feedbacks
from the customers to
improve the service.
Physical evidences  Demonstration of the
products in pamphlet
and posters
 Packaging of the
products
 Demonstration in the
form of jpg or pdf file,
posters, pamphlets,
leaflets are to be
served to the
customer to ensure
brand awareness
 Online experience
 Packaging of the
product
Process  Customer focused
 Customisation
 Product processing
 Customer focused
 IT supported
3. Conclusion
Hence, from the above analysis it is clear that the anti-aging cream by Beauty
Giant should meet the customer needs and demands. Furthermore, the company
need to ensure that the product is available at all the comfortable reach of the
targeted customers as well. Price has always been a significant factor in the process
of choice making of the customers. Customers are very price sensitive and therefore,
the product should always be reflecting good value for money. It should neither be
too cheap nor too expensive for customers to afford. It has been found that

11MARKETING STRATEGY AND PLAN
customers willingly pay extra amount if they find some extra benefits in the product.
Moreover, promotion is regarded as a method of making people aware of the
benefits of some cosmetics products. By making use of television advertisement,
print media advertisement etc., the company can make effective promotion strategy
for the new product. Also, it is also to note that only the right people could offer and
deliver services in the cosmetics industry. For developing marketing and giving
demonstration, there is a necessity of right people in the cosmetic industry.
Moreover, smooth process always delivers right result. With the same, from the
external environment analysis of the industry, it is also very clear that there is
significant opportunity for Beauty Giant to grab the entire market of UK.