BSBMKG609 Develop Marketing Plan: Nativo Visage - Assessment 1

This report presents a marketing plan developed for Nativo Visage, a cosmetic brand, as part of a BSBMKG609 assessment. It outlines marketing opportunities and strategies, including joint ventures and acquisitions, with a focus on targeting the youth market through online media and promotional activities. The report includes a SWOT and PEST analysis to identify internal and external factors affecting the business, along with SMART marketing objectives and tactics. Key performance indicators (KPIs) are defined, and a communication plan is detailed to engage stakeholders. The plan emphasizes adapting marketing strategies to cope with market changes and achieve sustainable growth.

Running Header: Leadership Management
Leadership Management
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Leadership Management
Contents
Introduction..........................................................................................................................3
Marketing opportunities and strategies................................................................................3
SWOT and PEST analysis...................................................................................................4
Marketing Objectives...........................................................................................................6
Marketing Tactics................................................................................................................6
Conclusion.........................................................................................................................10
References..........................................................................................................................11

Leadership Management
Introduction
Organizational leadership has been considered as a management approach that is dually
focused and is working in relation to getting the availability of best for the workforce and
for the teams within the business corporation. Leadership management has lo been
recognized as an attitude and a work ethic that is empowering the employees in any of the
roles within the organizational structure (Sandoval, Ricardo, Veiguela and Leyva, 2018).
This management approach has been considered as one of the most advantageous tools
for the business that aids in developing an efficient working environment leading to
better and improved delivery of outcomes. The managers and the head of the departments
are the leading authorities that are held liable for guiding and leading the individuals
within the organization. Proper guidance and leadership will motivate the workforce and
that will send them to work harder with a greater level of efficiency. As it has been
clearly presented in the given case study the business entity is dealing in the cosmetics
and hence on the basis of the research executed it has been noted down that the main
target segments for Nativo will be women. The target segments can be developed upon
the basis of the income and age groups considering women as he main segment. For
instance, the high income level can be targeted for the premium cosmetics products.
The below-presented report has been made focused on the process of leadership
management within an organization. Nativo is a cosmetic brand which is the most fast
growing industry in this world. So, a study on the marketing opportunities and strategies
has been briefed in this study. A proper plan for the company to proceed with its new
launch of a product has been given in this project.
Marketing opportunities and strategies
3 marketing options
As a cosmetic company, Nativo has to develop new products from time to time. So, it is
moving onto developing a new Nativo Visage product for its customers ranging from age
of 13-19. This launching requires targeting and reaching the market in a proper manner
so that number of people is aware of the launch. The major task is to launch the product
by various means and choice of best channel for it is necessary. There is distribution

Leadership Management
channel by taking over the stores, joint ventures, acquisitions etc. Nativo can choose joint
venture scheme in order to launch its new product (Eacott, 2015). As it will tie up with
other companies to launch its product it will get an assistant to have knowledge of new
market which it is aiming to target. And this will support the company to easily get into
the market to get a hold of it.
Simultaneously, the company is outraging so as to choose takeover option by taking over
the market and through an acquisition of various firms and business which are already
operating in a targeted market. The third option is to have tie-ups with stores in the
targeted market which will help to reach out to a level that will be very much convenient
and efficient for the company (Renz and Herman, 2016). Already existing companies
have more people and they also have an existing profile in that market which can help
Nativo Visage to widespread in the area.
2 marketing opportunities
The two strategies are the choice of customers as well as their preference. As youth is the
main target of a company which in result has a taste which can be developed and change
they are more acceptable to change? So, this is the major opportunity for the company to
reach out a level which is more promising (Agarwal and Wu, 2018). Also, the product is
very much attractive and youth will get attracted to it in more numbers as preferences of
the youth is to look more good and fair which Nativo Visage is promising.
Marketing strategy for each opportunity
Promotional activities for the opportunities must be through the means of online media as
most of the youth are engaged in that which is precisely very obvious. So this will help
the company to reach out to more number of young ones at a single time (Bratton and
Gold, 2017). Also if the target market permits various television promotion and
newspaper can be chosen as a means to operate and go forward with.
The business entity can make use of various promoting and advertising strategies for
promoting the products and services to the target market. Contemporary marketing
techniques and mechanisms can be adopted by the business corporation for impressing

Leadership Management
the target market. For instance, social media can be proven as one of the advantageous
platform for promoting the products and making them reach till the targeted segments.
SWOT and PEST analysis
SWOT analysis has been considered as a management approach that can be adopted by
the business organization for identifying the internal and the external factors that are held
liable in having impacts on the sustainability of the business or the products and services
of the firm. Moreover, PEST analysis is another management approach that can be
adopted by the business entity for analyzing the external factor that may stimulate the
business operations (Bolman and Deal, 2017). These factors are required to be considered
as significant components while operating the business. These external factors are very
much effective in influencing the systems and programs, performance and growth of a
business firm. The below presented is the SWOT and PEST analysis of Nativo the
cosmetic brand:
Strength
 A company is targeting right market
and people (Barišić and Vujnović,
2018).
 It is working very well with its
operations and products.
Weaknesses
 The company has a very few
product lines they can be increased.
Opportunities
 Youth can be targeted on a more
high level.
 Widespread the business of the
company in new markets.
Threat
 There is a huge segment of
competition which is working
simultaneously with the firm
(Warner, 2018).
 Policies if a country can change
which is also a threat to operations
of the organization.
Political Economical

Leadership Management
 The company must have to follow
the rules which have been formed
by the legal bodies.
 The political environment of each
and every country keeps on
changing in accordance to which
the working as and operations of
the business entity has to be
maintained (Antari, Qomar, and
Oktorini, 2018).
 Inflation rates of a country have to
be measured in order to put the
right pricing for the product.
 It is very necessary to analyze
economic factors in order to enter a
market so as to know whether the
market consists of the potential
customers or not (Bolden, 2016).
Social
 A company has to serve the society
and as Nativo is a cosmetic industry
it has to take care the product does
not harm the people by any means
and it does not sell anything in
concern to earn the profit at
majority.
Technological
 These are the changes and up
gradation which a company has to
perform over time. According to the
scenarios Nativo has to cope up
with the technological changes as
well (Word and Sowa, 2017).
Marketing Objectives
SMART Objective
S-specific
The opportunity to target the youth is specific as it is precisely defined and very obvious
that a segment of the market has to be targeted. For instance, Nativo will target the
female consumer segments more.
M-measurable
The growth perspective of this opportunity is precisely measurable as the youth statistics
can be used for this purpose (Eacott, 2015). The objectives should be developed in a

Leadership Management
manner that they can be measured. For instance, targeting and attaining 25% customer
base more compared to last year is a measurable objective that can be set by Nativo.
A-achievable
The goal is clearly achievable at an urge by the company to have the proper outcome.
The desired objectives should be within the reach of the employees.
R-relevant
It is totally in accordance with the business company is doing and the line it is putting its
most interest in. The goal is required to be relevant that should offer practical meaning to
the desired outcomes.
T-time limited
The time is justifiable for the company it can totally be up to the preferences company is
willing to spend.
Marketing Tactics
Marketing Tactics Budget Cost/benefit Analysis
e.g. junk mail $10,000 You spend $10,000 - the
benefit could be that your
customer will be more aware
of your product and
therefore will have the
increase in sales.
1. Facebook ads $5000 It is very cheap and is an
easy source to reach to
customers. (Renz, D.O. and
Herman, 2016)
2. Bloggers $10000 These people can result out

Leadership Management
to be very effective as many
people follow them and the
product can be launched.
3. Tie-Ups $10000 The company can make a
deal with other companies
which are doing well in a
targeted market so as to
have a firm entry in the
market.
Risk Likelihood
(almost certain,
likely, possible,
unlikely, rare)
Consequence
(catastrophic,
major, moderate,
minor,
insignificant)
Treatment
Taste Preference The customer
may like or not
like according to
preferences
(Walden, Foor,
Pan, Shehab and
Trytten, 2015).
It can result in not
acceptance of the
goods by the
market.
Before entering
the market a
proper analysis is
necessary.
Competition The substitutes
may pirate the
product.
It can result in less
market share.
Intellectual rights
can be a solution
for it.
Non Acceptance Product may not
be accepted by the
It can result in the
loss.
This can be
solved by

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people. properly
launching the
product by first
serving some
testing to the
customers and
getting to know
how do they like
it.
Political Threat The government
may not permit
the use of things
which are there in
a product (Renz,
2016).
This may result in
business disorder.
The company
must first take
into account the
political
environment
according to
which product can
be made.
c. Action Plan
Marketing
Tactics
KPI (What
are the
targets?)
Timeline
(How
much time
will you
allot for
this
activity?)
Person
Responsible
(Who will be
responsible
for this
activity?)
Feedback
(How will
you gather
feedback?)
Adjustment
(How will you
adjust your
marketing
tactics to
achieve the
target?)
Facebook
Ads
To reach
more
1 Month Social media Facebook’s
give full
Can buy more
ads to make it

Leadership Management
people on
one go.
marketer. data
analysis.
more
effective.
Bloggers To make
people
aware of
the
products.
1 week. Blogger. The
appointed
person will
actualize the
data.
We can ask
the blogger to
make it more
attractive.
Tie-Ups To reach
out the
similar
kind of
segments
which is
ought to be
reached.
6-8 months The company
with whom the
deal is
finalized.
Sales
percentage.
This can be
sorted by more
marketing and
promotional
activities.
Communication Plan
Stakeholder Message Method Person
Responsible
Time
Customers Product and its
benefit.
Various
marketing
tools.
Marketing team. 6-8 months
Shareholders. New Idea. Through Mails
and calls.
The team
appointed.
1-2 weeks
Employees Operations. Face to face
meetings.
Leader and top
level
1 week.

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management.
Stakeholders New idea Mails and
messages.
Appointed team. 2 months.
Conclusion
In the limelight of the above-summarized report it has been inferred that the workforce is
one of the valuable assets for a firm and managing proper leadership within the
organization is a crucial task. The report has been focused on the adoption of various
approaches for managing leadership in Nativo that is a cosmetics brand. It has been
concluded by the above report that time to time changes are necessary for marketing
strategy so as to cope with the changes which keep on rising in a firm. The proper plan
for these activities is necessary so as to reach to success and development for the product
which is newly launched.

Leadership Management
References
Sandoval, J.A.P., Ricardo, S.E.L., Veiguela, Y.R. and Leyva, J.C.P. (2018) Clúster
turístico como estrategia de marketing urbano/Tourism cluster as urban marketing
strategy. Retos Turísticos, 17(1).
Agarwal, J. and Wu, T. (2018) The Changing Nature of Global Marketing: A New
Perspective. In Emerging Issues in Global Marketing. Springer, Cham. pp. 3-11.
Barišić, A.F. and Vujnović, K. (2018) Attitudes of entrepreneurs towards social media as
a marketing tool. Obrazovanje za poduzetništvo-E4E: znanstveno stručni časopis o
obrazovanju za poduzetništvo, 8(Special issue/Posebn), pp.139-154.
Warner, K.J. (2018) ABC: Crisis, Risk, and the Logics of Change. In From Networks to
Netflix. New York: Routledge. pp. 25-34.
Antari, R.P., Qomar, N. and Oktorini, Y. (2018) Strategi pengembangan ekowisata air
terjun temburun kecamatan siantan timur kabupaten kepulauan anambas provinsi
kepulauan riau. Jurnal Online Mahasiswa (JOM) Bidang Pertanian, 5, pp.1-7.
Eacott, S. (2015) Educational leadership relationally: A theory and methodology for
educational leadership, management and administration. USA: Springer.
Renz, D.O. and Herman, R.D. eds. (2016) The Jossey-Bass handbook of nonprofit
leadership and management. New Jersey: John Wiley & Sons.
Bratton, J. and Gold, J. (2017) Human resource management: theory and practice.
Boston: Palgrave.
Bolman, L.G. and Deal, T.E. (2017) Reframing organizations: Artistry, choice, and
leadership. New Jersey: John Wiley & Sons.
Anheier, H.K. (2014) Nonprofit organizations: Theory, management, policy. New York:
Routledge.
Word, J.K. and Sowa, J.E. eds. (2017) The Nonprofit Human Resource Management
Handbook: From Theory to Practice. New York: Routledge
Renz, D.O. (2016) Leadership, Governance, and the Work of the Board. The Jossey-Bass
Handbook of Nonprofit Leadership and Management. Fourth ed. Hoboken, New Jersey:
John Wiley & Sons, pp.127-166.