Marketing Report: Nature Essence, Marketing Strategies

This report provides a comprehensive overview of marketing principles and techniques, specifically tailored for the cosmetics industry and applied to a case study of the company "Nature Essence". The report begins with defining marketing and exploring key concepts like market segmentation and the marketing mix, including product, place, price, promotion, process, people, and physical evidence. It then delves into market research and analysis, discussing the aims of research, various market research methods (interviews, questionnaires, and observations), and the application of tools like SWOT and PESTLE analysis. Furthermore, the report examines e-marketing strategies, including online image management, and presents findings from market research. The objective is to help "Nature Essence" overcome its marketing challenges by providing actionable insights into promotional strategies, market analysis, and customer engagement to achieve its organizational goals.

Marketing
Principles and
Techniques

INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Define Marketing..................................................................................................................1
1.2 Market segmentation.............................................................................................................1
1.3 Marketing mix.......................................................................................................................3
TASK 2............................................................................................................................................4
2.1 Aim of research and market analysis....................................................................................4
2.2 Describe market research methods........................................................................................4
2.3 Market analysis tools and techniques....................................................................................5
TASK 3............................................................................................................................................6
4.1 Methods used to E-market products and services.................................................................6
4.2 Management of online image................................................................................................6
TASK 4............................................................................................................................................6
3.1 Market analysis techniques...................................................................................................6
3.2 Findings of market research..................................................................................................8
3.3 Present in front of team.........................................................................................................8
Market Research..............................................................................................................................8
CONCLUSION..............................................................................................................................20
REFERENCES..............................................................................................................................21

INTRODUCTION
Marketing is a continuous process whose main objective is to promote organizational
goods and image across the various marketplaces in order to gain maximum revenue. Basically,
promotional tools are indispensable for company success and advanced technology such as; e-
marketin9g (Graber and et. al., 2016). Although, small companies are unaware about the modern
tools due to which they are encountering major issues like; losses henceforth. In the present
report “Nature essence” is small cosmetic organization which is engaged in manufacturing
beauty products at the marketplace. Thus, assignment is throwing lights on major elements such
as; company is getting failed in attaining their organizational goals due to inappropriate
knowledge about marketing strategies. Furthermore, various types of promotional tools are
discussed in this project for running their business activities in much suitable manner.
TASK 1
1.1 Define Marketing
Cosmetic industry is growing in a fastest way due to maximization in consumer demand
as it helps in enhancing the beauty of person. However, competition is increasing day by day due
to maximization in income level by fulfilling the requirement of clients. Currently, company is
involving in numerous of problems due to unaware about the advanced technology. Thus, nature
essence needs to understand the meaning of marketing for promoting their goods or services
across the regions. Marketing is all about expanding the business in order to generate maximum
revenue by satisfying the customer needs or requirements in a given time frame. It helps an
association in various manner by offering qualitative products to them. Along with this,
impressive strategy of marketing is also beneficial for organizational success because it aids in
various manner. For example; creating positive relations with consumers, maintain long term
relations with them, maximize the sales volume by satisfying customer needs or requirements. At
last, marketing scheme is suggesting Nature essence towards corrective path by analysing the
choice or preferences of clients (McClements, 2015).
1.2 Market segmentation
Nature essence is trying to prevent their business from getting dissolved and heavy losses
by taking correct measures in a minimum time frame. This is only possible if an enterprise is
getting succeeded in understanding choice or preference of distinct type of customers. Demand
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of beauty products are increasing on regular basis because women’s of modern world are more
conscious about their overall personality.
Types of marketing segmentation: There are some common types of marketing
segmentations present in the marketplace which can be used by Nature essence and these are
given below: Demographic segmentation- This sort of segmentation is linked with age, gender,
martial status, education, religion, language, income, and many more other things which
can be targeted by a company in order to improve customer base. Nature essence's
marketing manager can use this type of segmentation, because it carries many advantages
like it is easy to recognise, data can easily be gathered and it can correlate among sales
and efforts that has been made by Nature essence. For an example: Building up a product
looking at the age 14-32 can come under this segmentation. Behavioural segmentation- Under this, it is being analysed that segmentation can be
done through grouping customers depending on their knowledge, attitude, behaviour and
so on. With the help of this, marketing manager of Nature essence can easily launch their
product through taking in use of this segment. According to a research, most of marketers
have mentioned that behaviour of consumers if stays positive in nature related to products
depending on its promotion. Than they may start buying commodities high in numbers.
For an example: Targeting people with high profiled people who have knowledge. Geographical segmentation- Under this, marketers set segmentations depending upon
nation, state, cities and, etc. On the other side, it can be said that regional differentiation
stays in terms of climate, population and many more other things. This is being
considered as base of geographical segmentation. This sort of segmentation can be used
by Nature essence as this is one of common division among many segmentation. Psychographic Segmentation- This sort of segmentation consists with characteristics
which has been carried by consumers of a targeted area. Nature essence's marketing
manager can set objectives depending upon characteristics of customers if he/she takes in
use of Psychographic segmentation.
 Benefit segmentation- This is one sort of market segmentation which depends upon
differences among various benefits which are related to many pack of consumers which
looks under a product.
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Thus, it has been identified that nature essence is have most suitable tool which is used
by them for attaining their organizational goals in a defined time frame. As a result, get
succeeded in establishing their image at marketplace by satisfying customers needs or demands.
1.3 Marketing mix
Cluster of traditional and extended P’S are known as marketing mix which helps in
assisting small business organization which is getting failed in attaining their set objectives or
goals. All these factors aids in attaining company goals in a minimum duration by fulfilling the
requirement of requisite people. Proper description and role of marketing mix is discussed as
follows:-
 Product:- Its all about the cosmetic item which is designed by company for impressing
their customers in appropriate manner. Nature essence is engaging in manufacturing one
of the most perfect or needy product that is lipstick that is used by every female for
enhancing their lips.
 Place :- As per this element company is engaging in selecting best location to establish
their outlet which is convenient for entire society so that they get attracted towards their
shop. Along with this, interior and exterior is also required for enhancement of shop
location because few customers get impressed with the look of company.
 Price:- Company needs to set the price of product as per its quality as well as must
consider all the necessary elements such as; expenses incurred in designing practical
product. But at the same time it must affordable so that every women’s can buy it
(Gordon , 2012).
 Promotion:- Its time to encourage the sales by using better strategy such as;
advertisement, newspapers, magazines and so on.
 Process:- Entire procedure must be appropriate so that every female can easily purchase
without facing much more difficulty.
 People:- Humans are highly indispensable for overall organizational success because
activities are accomplished them only as well as final products are consumed by clients.
It shows that people requirement need to consider before making any decision.
 Physical evidence:- Feedback from customers supports in understanding the changes
which is required for customers in current products.
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TASK 2
2.1 Aim of research and market analysis
First or foremost objective of investigation is to identify the need of lipsticks across the
marketplace for understanding the current status. However, it aids in controlling possibilities of
losses and mistakes because analysis of market is helpful in determining minds of various
society. As a result manager of company can easily make action as per current requirement and
demands. Therefore, Nature essence can easily their company image from getting exploited by
preventing it from dangerous effects. Market assessment is an appropriate process of studying
current market where consumers and sellers come closer to each other for exchanging something
in place of some other materials. Hence, it has been understood that main motive of researching
entire marketplace is to understand each or every aspects in much better manner so that they can
easily control any wrongful conducts (Lee and Kotler, 2011).
2.2 Describe market research methods
Researching process is not an easy task because number of external and internal factors
get fluctuated and company is fully depend upon these components only. It means, before
acquiring any useful information and data company is worrying about the appropriate method so
that they can easily acquire relevant facts or figures for managing all the business activities.
Hence, an organization must need to try primary method for gaining corrective information
through conducting suitable researching process.
Primary research: Primary market research can be considered as a tool which plays a
crucial role through which an investigator of an organisation can gather information related to set
target. Nature essence which is a small business whose owners do not have proper information
like how to sell products can take in use of this type of investigation.
Types of primary research: Interview: Researcher takes in use of this type of primary market researcher where he/she
asks questions from one individual in order to gather the information. One of an essential
primary market research tool which can help investigator in collecting authentic data. For
an example: Consumer's needs and requirements can easily be identified with the help of
an interview. Through this, organisation can develop products and services.
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 Questionnaire: This tool which is of market research helps in grabbing in getting
feedbacks from from targeted respondents/customers. Under this, multi-questions are
being asked which may aid investigator in gaining appropriate knowledge related to
perception of customers. For an example: Nature essence have made a product and
launched it, questionnaire will help this organisation in looking at the image of item
through asking questions to them related to the product.
 Observation: This sort of primary research includes behaviour in actions which has been
made by the respondent. For an example: Nature essence is looking to make
modifications in their products information can be gathered with the help of certain
gestures that if it is required for this company or not.
2.3 Market analysis tools and techniques
Marketing is a complex process which is incurred in appropriate manner with the help of
various of suitable methods so that chances of losses get controlled. Some of the major method
of assessment are PESTLE, vision, mission, gap assessment, sales, customer behaviour and so
on. However, these tools are identifying current market status, consumer behaviour, changes
which is occurred in external factors that are having major impact. All these methods are
beneficial in guiding company to make necessary reformation in order to cope up with current
fluctuations (Lefebvre, 2011).
Henceforth, it can be said that Nature essence can also use both SWOT and PESTLE
analysis which are effective marketing analysis tools.
SWOT analysis, will help Nature essence in looking into strengths, weaknesses,
opportunities and technology of this organisation. All of these factors in present context can help
company in making effective decisions through which organisation can reduce all the risks that
are related to internal environment. Nature essence which is doing business at small level needs
to remove all the sections and employees that are hindering the whole scenario related to
business.
On the other hand, PESTLE analysis will help Nature essence in understanding the
macro environment and can help this company in taking initiatives. It can be said that political,
economical, social, technological, legal and environment are some of major factors that can put
impact on small or big organisations. It is required for Nature essence to look into all the aspects
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so that they can sustain at marketplace for a longer period of time. Failure into this may lead
organisation to face high expenses.
TASK 3
4.1 Methods used to E-market products and services
Online marketing strategies are highly beneficial for company success because these
methods are aids in connecting with long distance customers which resulted in promotion of
company goods in a minimum time frame. In fact, this advanced world is circulated with
advanced technology due to which e-marketing is consider as most useful or appropriate tool for
promoting consumer goods across the distinct marketplace. Moreover, get succeeded in
acquiring domestic as well as foreign clients which resulted in establishment of company image
at marketplace.
4.2 Management of online image
Online goodwill is only managed if they are having their impressive sites and
advertisement at social websites as well as get succeeded in establishing the positive connection
with long distance consumers. It’s all about design something best and have a splendid online
sites with authentic information instead of vague so that company can easily impress their
customers towards their products.
TASK 4
3.1 Market analysis techniques
There are different market techniques which are used by Nature essence in order to make
their promotions effective and also attract large number of customers at the same time. Managers
of company have to plan their marketing strategies which can benefit their company and also
maximise its sales. This help in increasing the profitability of company and also help them to
increase its market share. Market analysis help in exploring various opportunities and threats
present in the market place and according to that marketers build up their plans. This leads to
decrease in sales sometimes and company has to bear losses (Smith, 2012).
PESTLE analysis:
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Political: This can be considered as a major factor which carry a huge impact on specific
products and services of an organisation. Excise duty, import and export rates and other rules and
regulations that has been set by parliament of a country can affect skin lotion of Nature essence.
Economic: Changes in economic conditions of United Kingdom or of other nations
where an organisation is doing business can put impact on skin lotion of this organisation.
Social: This is being considered as another factor that can put both negative and positive
impact on Skin lotion of this company. It can be said that if Nature essence develop products and
services as per needs of customers and are not putting impact on their culture can easily grab a
good position.
Technological: Change in course of time have updated all the tools and techniques
related to technology. Using updated tools related to technology can easily help company in
developing effective skin lotion for customers of Nature essence.
Legal: It is required for Nature essence to follow all rules and regulation related to
products and services through which it do not put impact on company and on specific product as
well.
Environmental: At the time of manufacturing skin lotion, Nature essence have made
pollution which can be taken as negative element under this section as it is affecting atmosphere.
SWOT analysis:
Strengths: Nature essence have made qualitative beauty products with the help of different
herbs. This can be taken as a strength of Nature essence. For an example: Skin lotions with high
quality cream keeps customer's skin healthy.
Weaknesses: Nature essence is only focusing on women and not on men. Therefore, it can be
said as a weakness of Nature essence which is putting impact on their profit ratios. For an
example: beauty products of this organisation is for women only, in order to enhance reputation
among market in short period of time they should focus male as well.
Opportunities: Nature essence if develops more products related to their famous ones and for
men as well, then it can be considered as an opportunity for Nature essence. For example:
Developing lotion for men according to their hard skin.
Threats: Launching of new product by rivals of Nature essence, with same features can be
considered as a threat for this organisation. Therefore, it is required for Nature essence develop
strategies through which it can give competition to its rival.
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3.2 Findings of market research
In order to maximise their sales, they can provide different bakery products or health
products which are feasible for other people who don't consume Skin lotion and are healthy. This
will attract those customers who are health freak and who are forbidden to have Skin lotion.
With the help of promoting tools they can attract large customers. This will maximise the sales
for company.
Marketing employees of company can also rum market research in order to know about
tastes and preferences of customers and manufacture Skin lotion and other products according to
that. They can segment their market on the basis of age groups, which will help them to focus
more on those population who actually prefer Skin lotion and are chocolate freaks. In those
areas, they can attract customers and encourage their sales. They should ensure that whatever
products company is selling should meet all quality standards as this one is the most important
aspect of eatables companies because they are directly related to the health of customers. Any
compromise can lead to harsh consequences.
3.3 Present in front of team
Different research and analysis done by marketing employees is presented to marketing
departments. This will help company to promote their Skin lotion in right markets and also
enable company to increase its revenue.
Market Research
Introduction: Market research can be taken as an effective tools that consists with
different procedures through which company can gain many competitive advantages. Nature
essence which is a small manufacturing company of beauty products have been taken under this
assignment. London, United Kingdom., is the location where Nature essence is located. A proper
research is being conducted beneath which will assist in hitting company's target.
Title: To examine the areas for potential growth of Nature essence.
Demographics: Set aim of the business organisation where researcher have chosen
consumers as their respondents. The sample size which has been taken under i.e. 20 service users
of Nature Essence from whom researcher will ask questions.
Questionnaire:
QUESTIONNAIRE
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Name:
Gender:
Q1) Do you use skin lotion to protect your skin?
 Yes No
Q2) Whether you collect information before purchase cosmetic products?
 Always
 Rarely
 Sometimes Not at all
Q3) Since how long time you are using skin lotion?
 Less than one year
 1-3 year Above 3 year
Q4) So you purchase skin lotion or other cosmetics on basis of other’s recommendation?
 Yes No
Q5) Do you think that expensive body lotion are better as compare to cheaper skin lotion?
 Yes No
Q6) Do you recommend skin lotion or other cosmetic product to other based on your past
experience?
 Yes No
Q7) Which is the major factor that influence more while make a purchase decision of skin
lotion?
 Peer group Family
Q8) So you make a purchase decision after watching its advertisement?
 Yes No
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Q9. How satisfied you are after using products of Nature essence?
 Highly satisfied Satisfied
Q10. Is Nature essence's rates of beauty products is appropriate?
 Yes No
Q11. How likely can you recommand services of Nature essence from other beauty firms?
 More likely
 Moderate Unlikely
Q12. What do you think if Nature essence will grab a good position in near future?
 Yes No
Q13. Which social media tool should be used by Nature essence in order to promote
products?
 Facebook Instagram
Q14. In what places Nature essence needs to make changes?
 Quality
 Employees Promotional strategies
Q15. Any recommendations?
Analysis from the questionnaire in a data table:
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Theme 1: Use skin lotion to protect your skin
Q1) Do you use skin lotion to protect your
skin?
Frequency
Yes 11
No 9
Interpretation: From above mentioned graph, it can be said that skin lotion have protected
consumers skin. It can be said that 11 respondents have mentioned that skin lotion has helped
them in bettering their skin. 9 were not in favour of this and said that company needs to make
changes.
Theme 2: Collect information before purchase cosmetic products
Q2) Whether you collect information before
purchase cosmetic products?
Frequency
Always 11
Rarely 5
Sometimes 2
Not at all 2
11
Yes No
0
2
4
6
8
10
12
Column B

Interpretation: From above mentioned graph, where 11 respondents have stated that they collect
information. 5 stated that they rarely does it, 2 have mentioned that they sometimes look at the
information and rest of them have stated that they don't.
Theme 3: Using skin lotion
Q3) Since how long time you are using skin
lotion?
Frequency
Less than one year 15
1-3 year 2
Above 3 year 3
Interpretation: From above mentioned graph, where 15 respondents stated that from last one
year they have used products. Rest of them are using from last 1 to 3 and from above than that.
12
Always Rarely Sometimes Not at all
0
2
4
6
8
10
12
Column B
Less than one year 1-3 year Above 3 year
0
5
10
15
15
2 3
Column B

Theme 4: Purchase skin lotion or other cosmetics on basis of other’s recommendation
Q4) So you purchase skin lotion or other
cosmetics on basis of other’s
recommendation?
Frequency
Yes 15
No 5
Interpretation: From above mentioned graph, 15 were in favour and rest of them were not which
showed that many people uses other's recommendations.
Theme 5: Expensive body lotion
Q5) Do you think that expensive body lotion
are better as compare to cheaper skin lotion?
Frequency
Yes 14
No 6
13
Yes No
0
5
10
15
15
5 Column B
Yes No
0
5
10
15
14
6 Column B

Interpretation: From above mentioned graph, where 14 consumers have stated that expensive
body lotions are more useful than cheap based skin lotion can help company in hitting their
targets. On the other hand, 6 stated that they are not in favour of products of this organisation.
Theme 6: Recommend skin lotion or other cosmetic product to other based on your past
experience
Q6) Do you recommend skin lotion or other
cosmetic product to other based on your past
experience?
Frequency
Yes 12
No 8
Interpretation: From above mentioned graph, 12 have stated that they are in favour of skin
lotion. 8 of them are not.
Theme 7: Major factor that influence more while make a purchase decision of skin lotion
Q7) Which is the major factor that influence
more while make a purchase decision of skin
lotion?
Frequency
Peer group 13
Family 7
14
Yes No
0
5
10
15 12
8
Column B

Interpretation: From above mentioned graph, 13 respondents were in favour of Peer group
factor that influence more while make a purchase decision of skin lotion. On the other hand, 7
stated that family is a major element.
Theme 8: Purchase decision after watching its advertisement
Q8) So you make a purchase decision after
watching its advertisement?
Frequency
Yes 16
No 4
Interpretation: From above mentioned graph, around 16 were in favour of purchase decisions
related to advertisement. On the other hand, 4 were not.
Theme 9: Products of Nature essence
Q9. How satisfied you are after using Frequency
15
Peer group Family
0
5
10
15 13
7
Column B
Yes No
0
5
10
15
20 16
4 Column B

products of Nature essence?
Highly satisfied 15
Satisfied 5
Interpretation: From above mentioned graph, 15 respondent were fully satisfied. On the other
hand, 5 respondents were not.
Theme 10: Nature essence's rates of beauty products
Q10. Is Nature essence's rates of beauty
products is appropriate?
Frequency
Yes 14
No 6
16
Highly satisfied Satisfied
0
5
10
15
15
5 Column B
Yes No
0
2
4
6
8
10
12
14
16
Column B

Interpretation: From above mentioned graph, 14 respondents have mentioned that they are in
favour and out of 20, 4 are not.
Theme 11: services of Nature essence from other beauty firms
Q11. How likely can you recommend services
of Nature essence from other beauty firms?
Frequency
More likely 9
Moderate 7
Unlikely 4
Interpretation: From above mentioned graph, 9 have recommended that they may use products
of this organisation and 7 have stated that they moderately use it and rest of them stated that they
are unlikely from this,
Theme 12: Nature essence will grab a good position in near future
Q12. What do you think if Nature essence will
grab a good position in near future?
Frequency
Yes 12
No 8
17
More likely Moderate Unlikely
0
1
2
3
4
5
6
7
8
9
10
Column B

Interpretation: From above mentioned graph, 12 respondents have opinion that Natural essence
will grab good position in future; while 8 are against this point.
Theme 13: Social media tool should be used by Nature essence in order to promote products
Q13. Which social media tool should be used
by Nature essence in order to promote
products?
Frequency
Facebook 13
Instagram 7
Interpretation: From above mentioned graph, 13 respondents are in favour of Facebook which is
good means for promotion that Natural essence use to promote products. Besides this, 7 are in
favour of Instagram.
18
Yes No
0
2
4
6
8
10
12
14
Column B
Facebook Instagram
0
2
4
6
8
10
12
14
Column B

Theme 14: Nature essence needs to make changes
Q14. In what places Nature essence needs to
make changes?
Frequency
Quality 15
Employees 3
Promotional strategies 2
Interpretation: From above mentioned graph, 15 respondents have given opinion that quality of
Natural essence require to be improved, while 3 about employees and 3 in respect to promotional
strategies.
Conclusion: With the help of above mentioned market research it can be said that
company needs to adopt new and updated tools and techniques through which they can gain
many competitive advantages. Using quality based ingredients while manufacturing skin lotion
will help company is raising its reputation and profit margins.
Recommendation: Some of recommendations in present context are given below:
 Organisation needs to collect relevant data from using both primary and secondary
analysis.
 Locate what exactly customers are looking for. Develop beauty products for men so that to enhance profit margins.
4 PS of marketing for the same product or company
Product - The product and service which are being provided by Skin Lotion to attain and
retain customers must be qualitative in nature. The main products of the company are -body care
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Quality Employees Promotional strategies
0
5
10
15
20
Column B

lotions, creams, face wash etc.
Price - Most of the products are offered by Nature essence have low rates as it helps in
grabbing attention of numerous customers. although price of products also decide on the basis of
quality and size.
Place - Nature essence selects developing markets in order to sell its products; it also
offers products at its own website and mobile applications thus to reach large group of
customers.
Promotion - In order to promote itself, the firm uses effective advertising, promotion and
social media sites in order to seize attention of numerous customers.
CONCLUSION
From the above report it has been assessed that if an organization wanted to overcome
their business problem in order to maximize sales then they need to adopt effective marketing
strategy to capture the minds of distinct customers. Thus, entire project was showing various
appropriate method that is adopted by Nature essence for improving their image by coming with
qualitative goods. Hence, it is essential to create positive relations with customers for gaining
their trust or loyalty. As a result they can easily maximize sales and profit volume by satisfying
customers needs or requirements.
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REFERENCES
Books and journals
Graber, L.W and et. al., 2016. Orthodontics-E-Book: Current Principles and Techniques.
Elsevier Health Sciences.
McClements, D.J., 2015. Food emulsions: principles, practices, and techniques. CRC press.
Armstrong, G and et. al., 2014. Principles of marketing. Pearson Australia.
Gordon, R., 2012. Re-thinking and re-tooling the social marketing mix. Australasian Marketing
Journal (AMJ), 20(2), pp.122-126.
Lee, N.R. and Kotler, P., 2011. Social marketing: Influencing behaviors for good. Sage.
Lefebvre, R.C., 2011. An integrative model for social marketing. Journal of Social
Marketing, 1(1), pp.54-72.
Smith, A.C., 2012. Introduction to sport marketing. Routledge.
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