Qaiser Jahan's Marketing Plan for NatureCare Products - BSB61015

This marketing plan, prepared by Qaiser Jahan for the BSB61015 course, outlines a comprehensive strategy for NatureCare Products. It begins with an executive summary and marketing objectives, including goals to increase sales, market share, and product awareness. The plan details a marketing mix focused on product quality, premium pricing, and strategic placement, with promotion strategies targeting specific customer segments. A thorough background analysis provides insights into NatureCare's business structure, vision, mission, and financial performance, supported by a SWOT analysis identifying strengths, weaknesses, opportunities, and threats. Market research covers customer profiles, competitor analysis, and market overview. The marketing strategy incorporates action steps, a marketing budget, and considerations for organizational implications and contingencies. Key financial aspects, including sales analysis and budget allocation, are also addressed. The plan concludes with monitoring and measurement activities to ensure the effectiveness of marketing efforts. This document is available on Desklib, offering students a valuable resource for marketing plan development and analysis.

Qaiser jahan AIBL200691 BSB61015
Assessment 3
Marketing Plan
Contents
Marketing Plan.........................................................................3
Marketing Plan Summary..........................................................5
Marketing Objectives...............................................................................6
Goals/objectives:.................................................................................. 6
Marketing Strategy...................................................................................7
Your strategy and marketing mix:.........................................................7
Action Steps.............................................................................................8
Top 10 Action Steps:.............................................................................8
Background Analysis................................................................................9
Business overview..................................................................................10
Business structure:.............................................................................10
Date established:................................................................................10
Business owner(s):..............................................................................10
Owner/s experience:...........................................................................10
Vision statement:................................................................................10
Mission statement:.............................................................................10
Business objectives:...........................................................................10

Qaiser jahan AIBL200691 BSB61015
Your Market............................................................................................16
Market research and environmental/industry analysis:......................16
Your Customers......................................................................................17
Target customers:...............................................................................17
Customer profile:................................................................................18
Your Competitors....................................................................................19
Competitor analysis:...........................................................................19
Competitor profile:..............................................................................20
Your Marketing.......................................................................................21
Marketing Strategy:................................................................................23
Your PRODUCT or service.......................................................................24
The PRICING of your product or service.................................................26
Your POSITION (Place) in the marketplace..............................................28
Sales and distribution channels..........................................................28
The PROMOTION of your product or service...........................................30
Marketing Activity..................................................................................32
Your Finances.........................................................................................33
Marketing Budget {YEAR}..................................................................33
Organisational Implications....................................................................35
Contingencies..................................................................................... 35
Monitoring/measurement activities........................................................36

Qaiser jahan AIBL200691 BSB61015
Marketing Plan Summary
Guidance: Complete this page last. The marketing plan summary is a
snapshot of your more detailed answers from your marketing plan. It
should be easy to read and simple to follow. A rationale of the objectives
and chosen strategies and tactics must be included here.
A marketing plan is a report that outlines the marketing strategy for the
coming year, quarter or month. This marketing plan includes:
 An overview of business’s marketing and advertising goals.
 A description of business’s current marketing position.
 A timeline of when tasks within strategy will be completed.
 Key performance indicators (KPIs) will be tracking.
 A description of business’s target market and customer needs.

Qaiser jahan AIBL200691 BSB61015
Marketing Objectives
Goals/objectives:
Guidance: In one or two sentences, summarise the key marketing
objectives for your business. Your objectives may be financial, with a goal
to increase sales, marketing focused to build awareness of your product
or service, or online to build engagement with online customers and
business networks.
• Increase the number of people who make a purchase while visiting the
online store by 20%.
• Increase the number of retail outlets selling NatureCare Products by 150.
• To increase product awareness amongst the target market by 20%.
• To increase market share to 15%.
• To expand into at least one international market.
• To identify new products and new markets.
• To attain annual growth of at least 10% over the next three years.

Qaiser jahan AIBL200691 BSB61015
Marketing Strategy
Your strategy and marketing mix:
Guidance: Use this section to summarise the overall strategy and
marketing mix you will use to position yourself within the market to meet
your customers’ needs. Your strategy and marketing mix should take into
account the activities that are relevant for your business. Whatever your
strategy, aim to differentiate yourself from your competitors to
encourage customers to choose your business first.
The marketing mix of Nature Care consists of 4Ps such as product, place,
price and promotion. The marketing mix is significant as it helps the
organizations to promote their products to the customer as well as
increase brand awareness. A good quality product increases the client
satisfaction level. Consequently, brand awareness increases. Moreover,
the personal care products are most needed by the people who dwell in
city areas. Therefore, a campaign should be made in such places where
there are lots of skin and hair problems. Saloons and spa use these
products to take care of their customers regarding skin and hair. The price
should be set reasonably so that the clients can afford to buy.
In order to implement successful marketing strategies, the management of
NatureCare needs to recruit efficient staffs who will be properly awarded
about their roles and responsibility. Besides that, the management of
NatureCare should reduce the price of products which is an effective
marketing strategy included in marketing plan. Apart from that, according
to the timeline, required marketing tactics should be implemented through
proper monitoring mechanisms and coordination. In order to implement
marketing tactics successfully, the management of NatureCare needs to
focus on available budget and staff. In other words, the management also
spends efficient funds for the implementation of marketing tactics to
achieve its goals and objectives. Regarding legal and ethical issues, the
management should test their products before launching in the market. As

Qaiser jahan AIBL200691 BSB61015
Place: The products of NatureCare are currently available in Australia
through their online stores and retail stores and a plan to introduce the
product to foreign market is in progress.
Promotion: The quality of the product helps in easy promotion of the
product. However, the price of the product restricts the same. Aggressive
marketing would be required especially for a new product developed to
ensure that the customer base increases

Qaiser jahan AIBL200691 BSB61015
Action Steps
Top 10 Action Steps:
Guidance: Create a list of the Top 10 action steps that will bring your
theoretical objectives (your marketing strategy and objectives) to life.
E.g. Finish SWOT Activity Sheet, complete marketing budget}
 Identify your goals
 List down your goals
 Needs analysis
 List benefits and obstacles
 List objectives
 Create a plan of action
 Share your goals
 Continuously act on and access your goals and objectives
 Celebrate
 Periodically evaluate your goals

Qaiser jahan AIBL200691 BSB61015
Background Analysis
The background analysis should give a snapshot of where you are right
now, where you have been and where you want to go. Undertaking this
process will help you to define your business's capabilities and find
opportunities within your particular market. Finally, defining your core
business elements will ensure that your marketing plan and overall
business strategy work together seamlessly.
 product
Cleaning creams to soothe skin during make-up removal
Multi protection day moisturizing creams for dry and normal skin types.
Regenerating facial scrub
 company
NatureCare was established in 1996 to cater for a perceived demand for
skin products that contain ecofriendly and natural ingredients, but in 1996
started manufacturing and retailing eco-friendly. High quality beauty skin
care products with a staff distributed in, Operations Manager, Sales
Manager, Marketing Assistant, Customer Sales Officers (5) and
Administration staff (3). All the positions are based in the office in Brisbane
 industry (when started, size, growth, value, segments)
The company has become well established in the Australian market and
sells its products in health stores across the country
 specific market (type of market, growth, size, value, segments,
when started).
Activities have been advertisements on the Australian body + soul website
and in the Natural Health magazine. There have also been in-store
promotions with the focus on high quality products for women.
 Describe customers
The company targets customers that want high quality, eco-friendly
products. Market research has identified that around 70% of customers are
professional women aged 25 to 55
 Describe competitors

Qaiser jahan AIBL200691 BSB61015
Business overview
Business name:
NatureCare
Start writing here
Business structure:
Sole Trader
Date established:
1996
Business owner(s):
Jina and Alex
Owner/s experience:
Jina and her husband Alex, alongside their committed team have since
grown Nature’s Care from a small local based business into a reputable
international company.
Vision statement:
To restore and lavish skin using Nature's best ingredients and to inspire
others to Walk by Faith!
Mission statement:
We are committed to sourcing all natural ingredients to create high
quality skincare solutions.

Qaiser jahan AIBL200691 BSB61015
Create brand
awareness
Make people aware of our brand
and products
Within a
month
Increase sales
of products
Make promotions to attract
customers to make business
profitable
Within a
month
Launch new
products
Research and plan for the launch of
new innovative, environmentally
friendly products
Within 2
months
Long Term goals:
Guidance: What are three primary long-term goals for your business (1-3 Years)?
Goal/Objective Description By when
Open new
outlets in
different
regions
Opening outlets within Australia
and in other states and countries
Within 2-3
years
Attract,
engage and
develop the
best staff
To attract the persons with best
experiences in the current field Within a year
Continue
building
deeper
customer
relationships
To develop a satisfying relationship
with the customers Within 1 year
Products:

Qaiser jahan AIBL200691 BSB61015
Day Moisturizing
Creams
help protect the skin during the
day
Regenerating
facial scrub
To clean off dead skin cells to
promote regeneration of healthy
new cells.
$22
Financial Analysis:
Guidance: In this section provide a high level analysis of your current
financial situation, specifically addressing sales and profitability.
Sales Analysis
Guidance: Use this section to summarise the current sales data for your
industry (if available) and your business. The areas that you can analyse
include:
Sales for your overall market
Sales for your business
Sales for your competitors
NatureCare Products has identified the below as their marketing objective.
To achieve the same, appropriate marketing strategies need to be
developed within the budget of $150000
The breakdown of the budget is as follows:
 60% is allocated to development of new product and joint venture
activities
 20% for internet marketing and regular marketing by sales staff

Qaiser jahan AIBL200691 BSB61015
SWOT analysis
Guidance: Use the table below to list each of your businesses Strengths, Weaknesses,
Opportunities or Threats (S.W.O.T.).
Strengths Weaknesses
 High Quality Products
 Eco friendly and Natural raw
materials are used for
manufacturing
 High Brand value
 Has stores both online and retail
 High price
 Products restricted to women
 Few products as the products are
specific to skin types
 Huge competition due to low price
products
Opportunities Threats
 Entry into men’s segment
 Overseas business
 Development of new products
such as sunscreen, face wash and
face packs
 Development more products with
natural raw material
 Fierce marketing from other reputed
brands
 Introduction of products that are
cheap and still provide acceptable
quality
SWOT activity sheet
Guidance: Outline how and when you plan to address each of the weaknesses/threats
from your SWOT analysis above.
SWOT
weakness/
threat
Activity to address
weakness/threat
Completion date
High price Promotions and discounts 12th June 2020
Products
restricted to
women
Launch some products related
to men beauty 20th June 2020