Marketing Strategies for NatureCare Products: A Comprehensive Analysis

Desklib provides past papers and solved assignments for students. This report analyzes NatureCare Products' marketing strategies.

Contents
Introduction......................................................................................................................................2
Assessment Task 1...........................................................................................................................2
Question 1....................................................................................................................................2
Discuss the concept of alliance marketing and give two examples of businesses that may form
marketing alliances......................................................................................................................2
QUESTION 2..............................................................................................................................3
Describe each of the following terms in relation to marketing opportunities: market
penetration, market development, product development, and diversification.............................3
QUESTION 3..............................................................................................................................4
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?.................................4
QUESTION 4..............................................................................................................................5
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..............................................................................................................................................5
QUESTION 5..............................................................................................................................5
Outline the concept of differentiation marketing strategy and provide four examples of how an
organization can make use of this type of strategy to stand out..................................................5
QUESTION 6..............................................................................................................................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 standout brand/product or
service that use each of the strategies well..................................................................................6
Assessment Task 2: Marketing plan................................................................................................8
Marketing Plan Summary............................................................................................................8
Marketing Strategy......................................................................................................................8

SWOT analysis:...........................................................................................................................8
The Market Overview..................................................................................................................9
Target market:..............................................................................................................................9
Marketing Strategy:...................................................................................................................10
Your Competitors.......................................................................................................................11
The PROMOTION of your product or service..........................................................................12
Marketing Activity.....................................................................................................................12
Assessment Task 3: Development plan.........................................................................................13
Assessment Task 4: Major Project – Part 2...................................................................................14
Conclusion.....................................................................................................................................14
Reference:......................................................................................................................................15

Introduction
Marketing plan can be defined as the process of developing a strategy to incorporate the
marketing of the organization and its products. This report describes the various strategies used
in the method of marketing planning. The process of marketing includes various processes such
as alliancing with other business for gaining mutual benefits and more. The process of
development is also being discussed in this assignment.
Assessment Task 1
Question 1
Discuss the concept of alliance marketing and give two examples of businesses
that may form marketing alliances.
The concept of alliance marketing can be defined as the strategy in which agreement
among two or multiple organizations is performed to work together in a shared strategy
of marketing. In the concept of alliance marketing, the process of the alliance is
performed mostly among non-competing organizations though it can also be performed
between competing organizations as well. The concept of alliance marketing benefits
allied organizations by providing combined expertise and knowledge about their
products and services. It also benefits the allied organizations in reducing the expenses
load by sharing their resources and efforts in the marketing process.
One example of businesses that can form marketing alliances are the alliances of hotel
services, restaurants, and other tourist services. All these organizations provide different
services although they share the same domain of the business system. The alliance
formation between these organizations can promote their services in their business and
can enhance their mutual growth in their organizational growth.
Another example of businesses that can form marketing alliances in non-competitive
organizations is the alliances of businesses such as automobile repair service, tow
service, and automobile-rental service. All the three businesses are non-competitive but

can co-operate together in order to provide end-to-end services to their customers
(Spacey, 2016).
QUESTION 2
Describe each of the following terms in relation to marketing opportunities:
market penetration, market development, product development, and
diversification.
Market Penetration- It can be defined as the strategy in which the motive of the
organizations is focused on selling off their existing services and products to increase
their market share. It is the first strategy of an organization as this process
demonstrates a very low risk to the organization. The process of market penetration is
achieved by increasing or maintaining the share in the market which includes services
and products, market dominance, and an increase of uses by the customers.
Market Development- It can be defined as the strategic methodology taken by an
organization so as to develop the existing or current market instead of searching for a
new one. In this strategy, new customers are searched and targeted for the sales of
their services and product or to put forward their products and services in a varied
section of customers in order to increase and enhance sales. It is a two-step process in
which market analysis and pricing of products and services are evaluated in order to
develop the existing market.
Product Development- It can be defined as the strategy used by an organization in
order to develop and launch a new innovative product or services to their customers. In
this strategy, a concept of the new innovation is firstly designed which is then tested for
faults and errors. After the final completion of the testing phase, the new product or
service is distributed to the customers. The Product development strategy includes
processes that include improvising of existing services and products, creating of
prototypes of services and products from conducted researches, development of new
services and products, implementation of new services and products in the market, and
testing of the market (Leonard, 2019).

Diversification- It can be defined as the strategy used by an organization to help their
business growth in the long-term sustainability of the organization. It can also be said as
a strategy of growth which involves in addition to newer services, products, and markets
in the core structure of the organization’s business process. This strategy helps in
minimizing various risks as by using this strategy, the organization can address various
challenges displayed by the competing organizations (Thompson, 2019).
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?
An important marketing strategy used by most of the new businesses, franchises, and
take-overs is the implementation of social media. Social media is a vast platform and is
used by almost all of the population. Presenting the business in social media can help
the growth, development, and also increase the brand strength of the business. Using
the social media platform for business’s marketing allows the business to attract various
audiences which can be segregated according to their age, sex, interests, location, and
other factors (Cronstedt, 2017).
Tools that can be used in the social media marketing strategy includes-
Facebook- This platform can be used as a tool for the development of the organization.
Using Facebook, the organization can post numerous advertisements on their official
page for the online fan community to interact. In Facebook, the customers also have the
ability to comment on the promotional ads of services and products for their betterment
or development of services.
Instagram- This is also a social media platform that can be used as a tool by the
organization for its development. Using Instagram, the organization can publish various
posts of current and upcoming products and services. This will help the customer and
well as the organization in hearing out their customer’s issues, requests and also
develop required services and products for their audiences.

Google my business (GMB) - It is a tool used by the organizations to keep their
business in rank among the other competitors in the market. Using this tool, the
organizations can rank themselves among the top list of the Google search engine if
any relevant organization is searched for. This tool also enhances the organizations
business visibility and credibility.
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.
The marketing strategies can be used in a small business such as by using the
differentiated marketing strategy, a business can provide discounts and offers to their
customers. Using this strategy, various groups of customers based on their age, gender,
choice, etc. can be targeted with attractive deals from the business. Using the strategy
of concentrated marketing, the business can provide services to the customers based in
a specific location that is near the location of the business. By using the undifferentiated
marketing strategy, the business can provide services to all their customers by
organizing grand celebrations and parties on the occasion of the opening ceremony
(Kolb, 2006).
QUESTION 5
Outline the concept of differentiation marketing strategy and provide four
examples of how an organization can make use of this type of strategy to stand
out.
Differentiated marketing strategy is a method of marketing used by an organization in
which two or more market segments having a different structure of market plan for each
segment is appealed. In this process, the total sale of the organization is increased and
also there is an increase in the total cost of conducting business. This process of
marketing strategy is also called a multi-segment marketing method.

Examples-
The differentiated strategy of marketing can be used in the managing of the pricing
strategy of the products and services of an organization.
The differentiated strategy of marketing can also be used in determining the expertise of
the personals in an organization.
The differentiated strategy of marketing is also used in emphasizing the convenience of
the business.
The differentiated strategy can be implemented in the organization by providing different
and is completely different unique services and products than that of the competition
organizations (Joseph, n.d.).
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
standout brand/product or service that use each of the strategies well.
In the process of business-to-customer (B2C) marketing strategy, the common steps
involved are-
 Focusing on experience- It includes processes in which any provisions of the
customers are dealt with. In this, the customer's experience in their business is the
main concern.
 Using multiple channels for publicity of the business- Using this strategy, the
customers and the target audience of the organization can be acknowledged of their
brand and services in it.
 Connecting with all personals at a friendly level- this strategy helps the organization
in building emotional trust among themselves. It also explains the customers about
the true organizational qualities and their goals.

 Hosting contests that are engaging and creative- This strategy helps the
organization in increasing customer-interactions and growth in sales. In this, various
contests are conducted with a prize.
 Additional benefits in each purchase- This strategy is used in organizations let the
customers to more purchases by giving offers in each purchase. This lets the
customer know that they are receiving more benefits in the same price category.
 Implementing membership programs- this strategy helps the organization in gaining
more trusted customers in their business and enhances its sales and growth
(Harvey, 2018).

Assessment Task 2: Marketing plan
Marketing Plan Summary
NatureCare Product is a cosmetic manufacturing industry in which the products are
manufactured using natural and eco-friendly materials. The market plan of NatureCare Products
describes their position in the market space. It also describes the strategies and plans used in
its management process to excel in the process of business. This plan states the goals,
objectives and other important processes required in the development and growth of the
organization.
Goals/objectives:
The objective of NatureCare Products is to be a market leader in providing high quality,
sustainable, and skin care products.
Marketing Strategy
The current marketing strategy of NatureCare Products includes targeting the
customers that depict their products as high quality and eco-friendly. Implying this
strategy, the products are priced higher than that of their competition.
SWOT analysis:
Strengths Weaknesses
 High-quality products
 Natural products
 Price of the product is more than
competitions
 Fewer products in their product range
Opportunities Threats

 Increase their amount of
products and services
 Expand their business
worldwide
 Competition industries
 Price of products is less in other
industries.
SWOT activity sheet:
SWOT weakness/
threat
Activity to address weakness/threat Completion
date
Price of the product
is more than
competitions
Maintain the price and quality of products
Fewer products in
their product range Increase product range
The Market Overview
The market research of NatureCare Products has stated that the majority of their
customers are professional women in the age group of 25-55.
Target market:
NatureCare Products, after conducting market analysis, has depicted that Japan can be
a good location for their expansion of the business. The country provides a good target
audience and can commence sales growth since the audience of Japan relies on high
quality, natural skin-care products.
Market research and environmental/industry analysis:

The market research and environmental analysis state that the current area of business
consists of the audience that is increasing but the rate of increase is slow. Commencing
business in Australia has implemented a stable growth with satisfactory sales rate.
There is no variation that could be seen in the market analysis although some
occasions displayed a marginal increase in sales. The market size can be determined
that NatureCare Products currently only provides services to a limited age group.
Recent trends include the advancement of business in the online business. There is a
lot of potentials for the growth of NatureCare Products such as increasing product
range, including more age groups in their marketing of products. Implementing newer
products and services will enhance the sales and growth of the business and will put
them ahead among their competitors.
Marketing Strategy:
The marketing strategy states the four P’s as
 The products of NatureCare include eco-friendly and natural skin care products.
 The pricing strategy states that the prices of the products are marginally higher
than that of their competitions.
 The position of NatureCare Products in the marketplace is among the top
companies that produce and delivers natural beauty care products.
 Naturecare promotes its products in websites such as Australian Body + soul and
also in the Natural Health magazines.
Target customers:
Custom
er
Age Gend
er
Ethn
icity
Educa
tion
Locati
on
Lifestyl
e
Value
s
Interest
s
Cherie 25 Femal
e
Austr
alian MSC Queen
sland
Student High Beauty
product
Margaret 35 Femal
e
Austr
alian
M.Tec
h
Brisba
ne
Professi
onal
worker
High Natural
skin care

Chin 29 Femal
e
Chin
ese
Austr
alian
B.tech Brisba
ne
Student High Skin
care
Jacey 32 Femal
e
Austr
alian MSC Queen
sland
Professi
onal
worker
Moder
ate
Natural
skin care
Samanth
a 30 Femal
e
Austr
alian MS Queen
sland
Professi
onal
worker
Low Beauty
products
Customer profile:
The general customers in the business are professional workers. The customers generally
purchase products twice or thrice a month. Their search patterns suggest mostly natural
products for skin care.
Your Competitors
Competitor analysis:
Competit
or
Estab
lishe
d
date
Size Marke
t
share
(%)
The value
offered to
customers
Strength
s
Weaknesses
Jurilique 1985 100+
staffs 14%
Products
less priced
than
Naturecare
Products
Natural
products
Quality of
services
Botani 1998 100+
staffs
15% Products
less priced
than
Vegan
products
Product
availability