Marketing Strategies for NatureCare Products: A Comprehensive Analysis

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Contents
Assessment Task 1: Written questions............................................................................................2
QUESTION 1..............................................................................................................................2
QUESTION 2..............................................................................................................................2
QUESTION 3..............................................................................................................................3
QUESTION 4..............................................................................................................................4
QUESTION 5..............................................................................................................................4
QUESTION 6..............................................................................................................................5
Assessment Task 2: Research project..............................................................................................5

Assessment Task 1: Written questions
QUESTION 1
Discuss the concept of alliance marketing and give two examples of businesses that may form
marketing alliances.
The process of buying and selling of goods and services associated to a company is termed as
marketing. It is the strategy adopted by the business organizations for the purpose of making
high promotional activities for their business so as the business can earn high profit over the
market. One of a new term known as alliance marketing is highly booming in the area of
business marketing. It is a marketing strategy that works in such a way that one business works
for the marketing of other business, and the other business will then work for the marketing of
the business that is marketing their business.
The concept of alliance marketing can be understood as for example a bakery shop which sells
cakes for parties is showing an advertisement of an event management company which manages
several kinds of events. If taking about the side of event Management Company, the company is
promoting the business of bakery shop by displaying the advertisement so that the business of
the bakery shop will be increased. In such a way, both of the businesses are promoting the
business of other. One of the other examples for marketing alliance can be of a book shop which
is advertising an institute, while the institute on the other hand is marketing the book shop so that
the students of the institute will buy the stationery from the same book shop. In such a way, both
of the businesses are promoting each other.
QUESTION 2
Describe each of the following terms in relation to marketing opportunities: market penetration,
market development, product development and diversification.
Market Penetration: Market Penetration is termed as one of the best way to increase the
business of any organization. The sales associated with the business can be expanded by the
applicability of market penetration. Market opportunities associated with the business can be
made expanded using the mechanism of market penetration that aims to increase the market
share of the business. The market penetration strategy is achieved by encouraging the customers
who are buying similar products which can help the business in attracting more number of
customers towards the business. Applying market penetration will ultimately increase in the
marketing opportunities of the business.
Market Development: The growth strategy associated with any business is termed as market
development. It is the process that aims to increase the marketing opportunities of the business
by developing new market segments for the business which are associated with the current
products related to the business. The strategy of market development aims to target the non-

buying customers of the business. The non-buying customers may be the new customers of the
business or the customers which are not associated with the business.
Product development and diversification: The concept of product development and
diversification is a process of adding new products in the business for the purpose of expanding
the business of the organization. Some products related to the existing products are added in the
business for increasing the marketing strategy of the business. The results will ultimately
increase the market opportunities for the business.
QUESTION 3
Discuss a marketing strategy commonly used in new businesses, franchises and take-overs. Give
three examples of the tools a business might use with this strategy?
There are some of the major marketing strategies used in all the new businesses, franchises and
take-over organizations so that their business can be expanded at high rate while comparing with
the other businesses. The strategies are applied so the business can compete better with its other
competitors.
Some of the major strategies adopted by the businesses for expanding the business for the other
competitors are:
Increasing the sales: By increasing the sales of the business, the businesses, franchises or take-
overs can compete better with the competitors of the business as a result of gaining more
popularity among marketplace.
Motivating customers: If the business motivates the customers to buy more products from their
company the business will be expanded at a great scale.
Increasing the market share: Market share of the business affects the growth and popularity of
the business. Increasing the market share will expand the number customers attracted towards the
company and the market of the business.
Increasing customer loyalty: Customer loyalty is one of the major aspects for better customer
satisfaction. Every customer wants to invest in the business which gives them assurance that they
are investing their money in a trusted business. A business with better loyalty scheme will be
better than the other having less customer satisfaction.
Some of the tools that can be used for increasing the customer loyalty are:
 Advertising on social media: Social media is one of the best platforms that can increase
the popularity of the business. It helps the organizations in increasing the business of the
organization. More customers will get attracted towards the business as almost every
person uses social media platforms now a day.

 Increasing the business ranks on Google: Using the various analytics tools, the Google
rankings of the business can be increased. With the business having higher rankings,
higher will be the popularity of the business and better will be the business from other
business organizations.
 Running coupon deals: Every person wants more benefits from the companies, the will
get attracted towards the businesses which are providing them more benefits than the
other company. If businesses will provide more benefits to the companies, more people
will attracted and business will become superior to its other competitors.
QUESTION 4
Give an example of how a small business could combine a concentrated marketing strategy, an
undifferentiated marketing strategy and a differentiated marketing strategy all at the same time.
Concentrated marketing strategy: Concentrated marketing strategy is a strategy that is focused
on a specific market. This marketing strategy will only target some specific market segment, or
some specific people. A strategy which only works for child product is a concentrated marketing
strategy.
Undifferentiated marketing strategy: The undifferentiated marketing strategy focuses on not
only targeting to a specific group of segment but will focus on all the segment of market by a
single marketing strategy. It is a kind of mixed marketing that will focus on all the segments of
the market by a single promotional effort.
Differentiated marketing: When the company not focuses on all the segments of the market but
at least focuses on two marketing sections, it is considered as the differentiated marketing.
A term known as multi-segmentation marketing is a marketing strategy that is a combination of
all three type of marketing strategy. In multi-segmentation marketing, a business attempts to
focus on a kind of marketing strategy that apply different kind of marketing strategy in a single
strategy so as to increase the target population for the promotional events of the business. One of
the best example of multi-segment marketing strategy is of tour and travel companies which
promotes their business for all the segments of the population.
QUESTION 5
Outline the concept of differentiation marketing strategy and provide four examples of how an
organisation can make use of this type of strategy to stand out.
Differentiation marketing strategy is a marketing strategy that aims to increase the business of
the company by applying strategies at different levels. In this marketing strategies the business
differentiate itself from other businesses by setting different price, services, expertise, product

features from the other businesses so that the organization can get differentiated from other
business organization for earning better profits from the other business organizations.
The best examples of differentiated marketing strategies are:
Setting segment needs: This segment specifies that the business should focus on the need of the
segment and work according to the need of the segment. The segment of market which needs
more promotion will be provided more solutions while the segment which does not need high
promotion are need focused.
Multiple brands implications: In the multiple brands implication, the company aims to promote
the businesses according to the brands. The business organization makes multiple segments for
the brands on which they work and then make the promotional activities as per their own
decision that how the company can be work in such a way that the company can get profits.
Product Modifications: Some targets are made according to the product specifications. Regular
modifications should be made in the product.
Multiple Products: A cost-effective method must be developed so as to increase the profit
earning capability of the business.
QUESTION 6
Other than the strategies already mentioned, identify and describe a minimum of six common
business to consumer marketing strategies. Give an example of a stand out brand/product or
service that use each of the strategies well.
Some of the most common business to consumer marketing strategies that have been applied in
the business market are:
 Marketing through internet
 Marketing though cause
 Direct selling of products
 Marketing through Point-of-Purchase
 Advertising through paid media
 Marketing through social media
Tour and travel companies are using all these marketing strategies. One of the best example is G
Adventures.
Assessment Task 2: Research project
1. Review the case study information.
The given case study is a case study of company that manufactures and sells beauty products. It
is a case study of a company named as NatureCare Products which is based on Brisbane,

Queensland, Australia. The company manufactures products for skin care which are made by
totally natural items. The company wants to expand its business for focusing on some of the
major parameters on which the profit earning capability of the company can be increased. Some
of the points on which the company aims are:
 Increasing the number of customers to 20%
 Increasing the number of retail outlets up to 150 numbers.
 Increasing the market share of the company to 15%
 Expanding the business to at least one international market
 Attaining the annual growth for next three years by at least 10%
2. Research trends and development in the cosmetics industry, potential new and
emerging markets, competitors and any other relevant factors.
Since the last two decades, cosmetic industry is expanding at a great scale. The industry is
changing with a rapid speed. Many changes are happening in the industry so as to increase the
profit earning capability. Customers of the beauty industry wants that the product should be
manufactured in such a way that large number of customers gets attracted towards the products.
For the emerging market, it is very important of focus on the requirement of the user when they
are manufacturing the products. People mostly use beauty products that can be made by natural
ingredients instead of chemical components. As there will be no harmful effect of the use of
beauty products manufactured with natural ingredients.
Some of the major competitors of NatureCare Products in the market are:
 Jurlique
 Face of Australia
 Bondi Sands
 Luma Beauty
Factors influencing the beauty industry are:
 Marketing Strategy
 Use of natural ingredients
 Better customer support
3. Develop a SWOT analysis that outlines all of the internal and external factors that
will impact on the plan based on the case study information and the research above.