Principles of Marketing: Mintel Market Analysis and Strategies

This essay provides a detailed marketing analysis of Mintel, a UK-based beauty and personal care brand. The report begins with an introduction to marketing principles and an overview of Mintel's business. The main body of the essay covers a thorough market analysis, including SWOT and PESTEL analyses to assess Mintel's strengths, weaknesses, opportunities, threats, and the political, economic, social, technological, environmental, and legal factors affecting the business. It then delves into Mintel's segmentation, targeting, and positioning strategies, examining how the company identifies and caters to its target market. The essay concludes with an in-depth examination of Mintel's marketing mix, analyzing the product, price, place, and promotion strategies employed by the brand. The essay references relevant academic sources to support its analysis and provides a comprehensive understanding of Mintel's marketing approach.

PRINCIPLES OF
MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Market Analysis...........................................................................................................................3
Segmentation, Targeting and Positioning....................................................................................6
Marketing mix of Mintel.............................................................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing is a managerial occupation and a set of procedure for creating, communicating
and dispatch values to consumers and for supervision of customer interaction in ways that
advantage the association and stakeholders (Lepkowska-White, E., 2018). Marketing
management is a fine art and discipline of choosing goal marketplace and accomplishment,
observance and increasing consumers through delivering, creating and communicating greater
consumer significance.
Mintel is one of the leading United Kingdom based brand company based on terms of
revenue as well as number of shops availability. Company has numerous shops all around UK.
Company sells various health related and beauty products within their shops and also operated
through retail website.
This report will describe the market analysis of the Boots organization along with analysis
of its segmentation, positioning and target audiences within the market space. Apart from this,
the study will also highlight the concept through marketing mix process.
MAIN BODY
Market Analysis
Mintel is an organization that deals in various beauty products and personal care services
with their company’s mission to develop core businesses of beauty retailing as well as
wholesaling across the earth and becomes major performer in many chief global markets. Their
vision is to become first choice of beauty as well as personal care products for people and
communities all around the world. Just like any other firms, Mintel also have their own business
plans in order to enhance their business activities which provides benefit to the firm as well as
the society people. In order to create innovative changes, company tries to introduce or
continually seeks to grow their wholesale as well as related distribution activities organically
with the help of acquisitions that includes investments through associations as well as joint
ventures (Shumsky, N.V., 2018). Company tries to grow with their introduction of new and
innovative organic products into new geographical markets which are typically larger in size as
well as fast growing and where the company see the potential for market unification. Their
strategy is to grow organic beauty products in existing market through their efficient services and
company values, continue to deliver their products with improvements and offering cost saving

policy, launch new or innovative products into new market, and deliver cooperation through
transformational strategic partnership.
SWOT analysis of Mintel:
Strengths
 Consumers are getting attracted
towards the beauty as well as personal
care products offered by Mintel
because of price cuts.
 Mintel is above high street average.
 Great locations of stores presence with
a key playing field on every elevated
lane which means that the organization
is available to prospective consumers.
 Company has sturdy employment
personnel which is extremely necessary
to each trade in order to transfer and
attain on the whole objectives of the
firm.
Weaknesses
 The focus of Mintel core operations has
led to loss for over viciousness.
 Price cuts in various different parts of
the business might effect on consumers
acceptability on Mintel products prices.
Opportunities
 This could be risky for the firm to
compete through strategy of pricing.
 An audit needs to be played in order to
identify which branches are doing the
best and which areas would require
benefit from the store or which areas
are overly concentrated with Mintel
stores (Lindgreen, A., 2018).
 Therefore, in order to manage the
situation necessary actions needs to be
taken place which improves stores
value and thus reinvest the amount in
Threats
 Changes in supply chain and overall
system within the organization could
affect drastically the growth rate.
 If online selling of beauty products
increases, Mintel will lose a wide
portion of its market share.
 Increase of competitive firms.

other parts of the business.
PESTEL analysis of Mintel:
Political
 The government always make changes
in tax policies, trade restrictions as well
as labour laws.
 UK is one of the most controlling
nations which give way to a group of
persuade to others.
 Growing political focus and pressure on
personal care products all over the
world.
Economic
 The reduction in customers’ income
will provide impact on the business of
the firm.
 Augmented heaviness from
shareholders has caused an integration
of the business.
 Enhanced enlargement in planned
trading groups who are forcing down
prices of goods.
Social
 Recently government gives emphasise
on personal care products because of
increasing awareness among society.
 People are getting more conversant and
their prospects also have been distorted
and they have become more
challenging in terms of beauty as well
as personal care products.
Technological
 Social media for beauty products.
 Mintel can take advantages of internet
by providing online services to their
consumers.
 Choose direct advertising which affects
the mindset of shoppers.
Environmental
 On the basis of ethical issue and selling
of organic beauty products which are
free from any unethical products clearly
affects the Mintel at various levels
(Chatzinikolaou, D., 2019).
 It should be necessary to reduce foot
prints and thus enhance energy
efficiency.
Legal
 Beauty products and personal care
industry has various regulations and
legislative restrictions.
 As per the legal factors concerned, the
organization makes sure that the goods
are best for the customers to use.

 Mintel needs to see their business
activities and marketing plans that link
in with environmental issues.
Segmentation, Targeting and Positioning
Market segmentation
Mintel has its presence in almost all over the UK. And aprt from UK the company have
various stores. Mintel products are sold from in-store through different departmental stores and
other personal care stores. It has been evaluated that customers demand and abilities change with
age. The organization prepares products for people of all ages groups. For instance they have a
separate section for personal care and beauty products which are above 40 years. Different life
stages helps to present opportunities for marketers who can help people in order to cope with
their major concerns. For instance during festive season such as Christmas season, the company
promotes gift offers (Wills, G.B., 2019). The products offered by the firm are different for men
as well as women and partly on socialization. Mintel focuses on these different preferences and
segments. Income is another segment through which company segregate their consumers
however, income does not always predict the best customers through income. Moreover,
organization offers different range products for various income groups of people.
In context of psychographic segment which includes science of using psychology and
demographics in order to understand their customers in better way. Mintel also divide the market
on the basis of feelings, thoughts, beliefs, interests, values, lifestyle, social status and class of the
customer, personality and many more. Company also emphasise on behavioural segmentation
which divide the groups on the basis of their attitude, knowledge and response towards products.
Mintel can segment the total market based on consumers purchasing behaviour like readiness to
purchase, loyalty to the company, occasions and shoppers status.
Targeting
After having identified market segments, marketers have to decide in which type of market they
would like to enter. For the betterment of this an effective marketing programme has been
conducted by the firm in order to design the structure which fulfils all the necessary requirements

of those segmented targets. Once division have been recognized, decisions about how many and
which consumers group to aim can be prepared. There options includes: focussed on a solitary
section with one creation or any particular group, offering of particular product to numerous
segments, targeting different products at each of a number of segments (AKMAN, M.K.,
2020). The choices made by the firm must take into deliberation the reserve implication by
following a meticulous strategy. It has been identified that sometimes it is not appropriate to
target the whole of a particular market. The success of Mintel is based on their single segment
strategy. By focusing resources on a well defined consumers group of the organization has been
able to develop a concept and mixture of offerings with any specific strong appeal.
Positioning
Positioning starts with a product or a piece of merchandise, a company or service or even
a person. It is not about doing something with the product or brand , it is about creating in the
mind of the target consumers, the product is situated in the minds if these clients and is given an
picture. However, in order to make the product successful, there are always some changes
occurred which are related to price, packaging, styling, location and many more. Such as
currently Mintel introduces their products into organic form in order to position their product
within the market space. The manufactured goods must be apparent by the particular aim of
consumers to have a distinguish picture and place between their competitors.
Thus with the improved products it has been identified that the target market audience or
shoppers must purchase the products offer by Mintel. The reason behind the introduction of
innovative and organic beauty as well as personal care products are that organic products are
always good for skin because it consists of natural ingredients, better for health and better for the
environment as well because they are free from harmful pesticides or fertilisers (Smirnov, V.V.,
2019).
Marketing mix of Mintel
Marketing mix of Mintel analyses the brand which covers 7 P’s and with the help of that it
explains the Mintel marketing strategies. There are various market strategies like service/product
innovation, investment in market, consumer experiences and many more which have helped the

organization to grow their brand image within the market space. Marketing strategies helps the
companies to achieve business objectives and goals in order to define strategies. The marketing
mix includes elements which are:
 Product: Mintel is retail chain of various beauty and personal care products based in UK.
Company deals in various products offered such as beauty and personal care, health
drinks, food and nutrition items. Organization has various stores at different locations
which are at primal space which are able to attract more and more consumers. The shops
are small in size but convenient for shoppers in localities with a gigantic populace. This
let the corporation valve the intimately join community residents who do not always have
right of entry to large shopping provisions. Company offers all of the products under the
same roof. The stores also have various best magnificence goods to different countries all
around the world.
 Price: Mintel offers various products to their consumers and hence individual product
offered at distinguish price range. The market of personal care and beauty product is
filled with similar kind of companies who offer similar products with quite comparable
prices. The products offered by individual companies offered at reasonably priced in
order to make them competitive in the market place (Lida, M.P., 2020). That is the reason
that, Mintel tries to offer organic products to their consumers as well as their potential
customers with exclusive range however, premium amount will be charged for selective
range products.
 Price: The company stores are available at various primal locations spread across all over
United Kingdom. Organization also offers retail website for their consumers as well as
for potential buyers in order to research about their products on internet only and after
that decide about their products or make necessary decisions after completely judge the
product. Online facility which has been introduced after the introduction of new and
advanced technology in market helps the organization to expand their business globally
as well as offer products delivery to the doorstep of customers.
 Promotion: In order to retain existing customers as well as making a base for new
potential consumers, companies have to adopt certain measures which helps the
company. In order to attract the attention of shoppers from other competitive firms In
order to promote products, company adopts various promotional activities such as

offering of reward cards, festive discounts and many more. Mintel responds well with
simple as well as innovative marketing campaign along with celebrity endorsement and
hairdresser partnership. Mintel aimed to create an emotional connection between the
brand and customers. Organization strategy includes partnership with various famous
makeup artists as well as hair stylists to promote their brand products and sold them
under the names of celebrity. Company in return pays small licensing fee to the artists.
This strategy helps the organization to attract more of young shoppers. In order to
enhance revenue of the firm, Mintel offers various kind of promotional offers such as buy
1 get 1 free, buy 2 at the price of 1 and many more (Yildirim, G., 2018). Company also
offers gifts at the first purchase which also attract consumers to try products for at least
once. The 2 at the price of 1 is the mostly used promotional activity as it enhances the
sales volume by 200% of the firm and also helps to add new customers to the basket of
the firm. Company also takes advantages of good and attractive logo and advertising
strategy in order to hold their customer base within the market space.
 Process: Mintel works with numerous workers which offer services to various locations
at UK and offer personal care as well as beauty products efficiently. The workers are
trained to provide satisfaction to consumers in every means. These products are directly
procured from respective manufacturing places and stored in warehouses in order to
distribute among various company stores as well as multi brand stores to serve consumers
efficiently. With the rising requirements of organic products according to current scenario
and increasing awareness among customers, company introduces organic products to
their customers in order to serve products which are free from harmful chemicals. With
increasing requirements, the products are transported to different showrooms from where
they are sold to consumers (Steenkamp, J.B., 2017). Organization also has its research
and development department where they formulate new products in collaboration with
various products. This creates a huge market of place and potential buyers for premium
beauty products.
 People: Company offers employment to various workers at different places and its stores
have presence in almost every city of United Kingdom. The focus of the company is to
introduce well trained and highly skilled employees within the organization in order to
expand their revenue margin and offer best services to their customers as well.

 Physical evidence: Mintel has various numbers of stores in UK and other places as well.
The stores of the firm are usually there in jam-packed elevated streets with high amount
of footfall and in well known shopping centres (Mazurek, G., 2019). The set up of its
personal care products chains to small as well as large beauty shops to offer their services
to consumers.
CONCLUSION
From the above report it has been concluded that Mintel is a leading personal care and
beauty product group delivering various efficient and famous products and services to their
consumers. Mintel are committed towards offering their best services to customers and for that
company introduces organic beauty and personal care products in general communities they
provide and portion their shoppers to believe satisfied with their efficient services. Company
operates in extremely good-looking marketplace with full impending for important long term
expansion. The company expects product innovation which helps to enhance revenue of the firm
as well as consumer satisfaction. At the same time, the company believes that growing
awareness on personal wellbeing will enhance the demand for health and personal care products
in more systematic and chemical free manner.

REFERENCES
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