Seed to Skin Marketing Audit and Social Media Strategy

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Executive summary
This study discusses different marketing audit process of Seed to Skin. Moreover, different
ethical activities of Seed to Skin have been discuses in discussion. It can be highlighted that, this
report covers various business areas such as business, marketing audit, objectives section of
social media zones. In this context, researchers supplies information about customers to the
management to enhance marketing strategies for skincare industry. Therefore, different
activation plan and recommendation has been delivering through proper analysis. It can be
summarised that, researcher supplies quality information about measurement policies.
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Table of Contents
Introduction......................................................................................................................................4
Marketing audit................................................................................................................................4
Objective of organisation.................................................................................................................6
Gather data about audience..............................................................................................................7
Social media vehicles and zones......................................................................................................8
Creation of experience strategies by using selected zones..............................................................8
Evaluation activation plan...............................................................................................................9
Conclusion.....................................................................................................................................10
Reference List................................................................................................................................11
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Introduction
Social media has become crucial part of every individual life; this tool is serving the needs of all
the sections of society. In context to the business this has become source of communication with
the customers. Wide of this mean is the main advantage due to which this is preferred and used
by every single organisation. Even though it is beneficial for the growth of the business, but the
expensiveness of this tool makes it difficult for the small organisation to adopt this method
(Boso, Story and Cadogan, 2013). The company, which has been considered in the report, is
Seed to Skin a medium size cosmetic brand founded by Anna Buonocore and Jeanette Thottrup.
This report covers areas such as Executive summary of business, marketing audit, objectives
section of social media zones. In the end experience strategy is created and activation plan is
generated along with discussion about tools of measurement.
Marketing audit
Italy is one of the prominent countries in skincare industry to supply quality products customers.
The skincare market in world is growing rapidly as the interest of customer changes continuously
regarding different kind of products. Seed to Skin has large market in Italy as well as in different
countries. The organisation always analyses different business environment through market
auditing to implement adequate business strategies.
Internal environment:
According to the different international magazine about skincare products, management of Seed
to Skin focuses on natural sources to produce eco friendly products to attract customers. As per
the opinion of Channon and Jalland (2016), production managers of Seed to Skin try to
implement Vitamin Infusion System to increase percentage of vitamin in different products. This
gave them the idea to build cosmetics using natural ingredients. As per the information given in
the original website the owner themselves were naturalist, they developed effective systems for
the production of products. This is the main strength of the company as while manufacturing all
the vitamins and minerals are added in the products. The company has adopted corporate social
responsibility under which several charity events are conducted. As per its nature philosophy, the
organisation insists on working cooperatively with the farmers and gardeners. Word of mouth is
helping the organisation in gaining strong presence on social media platforms. Moreover, this
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system can helps management to gain excellent reputation in challenging market as this type
product can enhance glow and plumped skin quality (Weihermann et al. 2017). Moreover, Seed
to Skin also tale step in production of standard quality bath oils for their valuable customers for
attractiveness of glowing of skin.
External environment:
There are several organisations in skincare business in skincare industry such as Dove, L’Oreal,
Nivea, Garnier, Lancome. Most of the competitive organisation supplies prominent facilitated
products including sufficient designing of cover. At the same time, Shortlist magazine chooses
products of Seed to Skin for better cleanliness According to The Telegraph; Seed to Skin is the
best beauty product for cleanliness of skin. However, their competitors also use effective
marketing strategies to reduce different issues in challenging market to deliver unique products.
Thus, management may collect information of competitors to make proper analysis to implement
adequate facilities. Competitors like Sarah, Nivea puts their effort on marketing process through
advertising, offer through social media and different retail organisation (Casati et al. 2018).
Leaders also promote products through their several teams to collect customer interest. In similar
to their competitive organisation management focuses on effective of different laboratory. As
well as, management collaborate with other laboratories for inspection of various products to
deliver quality training to employees to produce quality wellbeing products. As per the opinion
of Dodson (2016), they can organisation promotional advertising of products with celebrities,
sports persons. Respectively, Brexit plays also major impact on revenue generation of
organisation as they have large market in UK.
Strengths Weakness
● Management produce products using
natural ingredients and advance systems
such as Vitamin Infusion System.
● High quality products are being tested
by other laboratory to increase
effectiveness.
● Prominent reputation in international
● High production cost which increases
the expenses of production.
● Not being well established in skin care
cosmetics industry causes less
popularity.
● Production of bath oils and different
skin care products is limited as they
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luxurious skincare products. produce limited varieties.
Opportunities Threats
● Trend of using natural items is
increasing continuously.
● Management try to develop good
position to company in market.
● Customer trends increase regarding
natural products to eliminate different
skin diseases.
● Use of aggressive promotional
strategies by competitors.
● Other companies increase their
advertising process by different
celebrities and sports persons.
● Limited natural resources to produce
different variety skincare products
(Bandeli and Agarwal, 2018).
Table 1: SWOT Analysis
(Source: Learner)
Objective of organisation
Since most of the organisation try to gain excellent reputation in international skin care
marketing, Seed to Skin focuses on different perspective to supply various objective to their
employees. Management has different objective regarding business environment which are
mentioned below:
● The main objective of Seed to Skin is to implement advanced technologies to enhance
natural resources based products
● Seed to Skin enlarges their manufacturing resources such as 6 acre herbal farm at santoo
Pietro’s Vast to collect natural resources.
● Management wants to innovate different new kind manufacturing process to produce
attractive products (Vignoli, 2018).
● Similarly, Seed to Skin develop effective planning for 4 month project to increase sales
by 10% in international market.
● Similarly, they increase advertising process for uses of different products to get attractive
results in social media such as Twitter, Facebook, Instagram, pinterest.
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● Marketing management make agreement with YouTube to create channel to launch
advertising activities in online market.
Gather data about audience
Demographic: These factors divide the market as per gender, marital status and location of
customers. As cosmetics have large group of female users thus seed to skin selected women as
their target audience.
● Seed to skin is mainly targeting females from the age of 15 to 45.
● Geographic location: Mainly urban audience whose income is higher than £28,855.
Thus, management of Seed to skin communicate collect data from various internet website and
application to store data for excellent analysis. Since, most of women are attracted by celebrities
and want to use such products. Hence, they can produce products according consumer needs.
Psychographic: Psychological needs of customers of different countries are different, thus,
management need to analysis community based culture of customers (Truong, 2016). Thoughts,
opinions, beliefs and values of customers differ due to their upbringing, past experiences.
Moreover, implementation campaign helps management to gain viewpoint of customers
regarding different products. This initiative can increase the sales and profitability of business.
● On the basis of various factors, consumers are targeted by Seed to Skin those who are
passionate about the protection of skin. In order to analyse the passion of customers their
opinions can be taken by conducting questionnaire. Based on the answers given by the
respondent’s strategies can be developed.
● The lovers of beauty want to try every new cosmetic item that is launched in the market.
Identification of this will automatically open the doors for company to market their
products easily. Hence, management can launch new products through innovation process
by using different useful systems.
● People who disapprove use of chemical on their body can be targeted. Natural ingredients
will build their interest in chosen organisation (Hartley and Claycomb, 2013).
Behavioural: Marketing management of Seed to Skin have to analysis different behavioural
approaches of customers to collect data about customer purchasing patterns, opinions. Similarly,
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management may get information relating interest of consumers regarding use of products and
services. The seed to skin tracks the pattern of its customers and take actions accordingly.
● Marketing executive has follows different journal and magazine of beauty products to
collect track record of competitors (Searing and Zeilig, 2017). Tracking the activities of
consumers on social media knowledge regarding prospective customers is gained.
● Views and shares on several online pages with respect to particular product show their
behaviour.
Social media vehicles and zones
The seed to skin is planning to reach out to large group of audience by using several social media
platforms. There are various social media such as Facebook, Instagram through which a business
organisation can increase their market share and number of customer in skin care cosmetic
industry. The brand will establish the image of caring and responsible and will aware the
audience about new ways that are beneficial for their protection. Providing adequate information
about products and guidelines for uses to consumers can increase their purchase intention of
beauty products. Hence, management have to choose appropriate social media and zones for
investment. Company wishes to change the standards of beauty by shifting focus from beauty to
appropriate skin care. Since, total number of users those who are connected with social media
increases rapidly because of innovation in smart phone technology. Thus, managers can increase
customer engagement and brand awareness through Facebook, Instagram, Twitter and YouTube.
Uses of these media platforms by the target audience are acting as means that are reducing the
ignorance in customers (Hills and Hultman, 2013). Supplying videos in different social media
can develop prominent brand image in customers mind. Thus tools like blogs and video that
explains the benefits of organic products would help in enhancing the awareness about the
company.
Creation of experience strategies by using selected zones
Development of attractive experience strategies helps management to enhance knowledge and
skills of employees regarding different products. Thus, determination process has significant role
in business market to improve revenue generation in skincare industry. Based on recent business
management strategies of Seed to Skin is to organisation campaign program to for four months a
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project. In order to increase awareness among existing as well as new customers management
have to provide notification through online application. To enhance targeting process in
challenging market managers can evaluate effective information sharing process through online
social media such as Youtube, Facebook, Instagram. Kerzner (2019) states management may
collect natural resources from various herbal farms in Italy. Thus, they have to promote product
with celebrities to attract 45 plus women customers (Schromm, 2018). Most of the old women
customers want to reduce skin problem by using different herbal products such as cream, hair
colours, perfume, and lipsticks. On the other hand, men want to get scent, body spray, hair gel,
facewash, and bath oils to enhance lifestyle. Thus, management has to make strategic planning
for men also to gain their reputation.
Evaluation activation plan
Moreover, planning is not only the main factors in skincare industry, management have to
implement in realistic process to enhance experience of products. Thus, Seed to Skin contribute
in different active process to promote new products. Managers can follow these steps for
activation process which are:
● The main step of activation process of new products in competitive business market,
managers may contract with different social media to supply quality information
(Nellikunnel et al. 2015). The advertising process need to continue for 15 week to
enhance awareness of customers.
● In next step, they have to conduct board meeting to develop effective production process
and budgeting planning to make quality products. Similarly, they have to reduce different
issues in manufacturing including marketing process.
● Further, Seed to Skin can provide sample videos about different new products to their
customers to implement adequate implementation process.
● Respectively, managers have to post different new picture about products in social media
such as Facebook, Instragrame, Twitter as well as Youtube channel. They should send
mails or twit or notification to existing customers to encourage them.
● Based on different prospective managers have to understand total cost of budgets which
is essential for new project.
Measure and manage
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In order to implement adequate marketing strategies and business environment, management
have to measure different influences through various tools such as KPI (Mustafar et al. 2018).
Installation of KPI, benchmark, and other techniques can helps management to adopt new
evaluation process.
Business objective:
Management of Seed to Skin analyses their products by different prominent laboratories and
measurement machineries to understand quality of product. Similarly, rate of key performance
indicator (KPI) can attract customer interest. Similarly, marketing management also introduce
Google analytical software to understand number of customers visit website.
Social media objective:
On the other hand, marketing department need to analysis number o followers of several social
media and their review to enhance potential improvement (Koponen, 2017). The track record
may help management to develop strong interrelationship with customers. Based on customer
reviews, managers can introduces new king of business strategies for improvement of
organisational goal.
Conclusion
From the above report it has been concluded that use of social media is necessary requirement
for every business entity. Technological advancement has allowed organisation to communicate
with large sections in very short span of time. For the creation of Social media plan firstly
internal and external analysis needed to be made. Use of SWOT for this purpose would help in
identification of company's strengths and weaknesses. Ensuring the targets based on
demographic, geographic and behavioural factors shape the promotional strategy. On social
platforms Instagram, Facebook, Twitter are being used. These are widely considered because
unlike traditional methods, they are less costly and more effective. Measuring and managing the
performance is equally vital therefore KPI regarding sales and website traffic are used for this
purpose.
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Reference List
Book
Channon, D.F. and Jalland, M., (2016). Multinational strategic planning. Breline: Springer.
Dodson, I., (2016). The art of digital marketing: the definitive guide to creating strategic,
targeted, and measurable online campaigns. New Jersey: John Wiley & Sons.
Hartley, R. F. and Claycomb, C., (2013). Marketing mistakes and successes. New Jersey: Wiley.
Kerzner, H., (2019). Using the project management maturity model: strategic planning for
project management. New Jersey: Wiley.
Journal
Boso, N., Story, V. M. and Cadogan, J. W., (2013). Entrepreneurial orientation, market
orientation, network ties, and performance: Study of entrepreneurial firms in a developing
economy. Journal of Business Venturing. 28(6).pp.708-727.
Hills, G. E. and Hultman, C., (2013). Entrepreneurial marketing: Conceptual and empirical
research opportunities. Entrepreneurship Research Journal. 3(4).pp.437-448.
Koponen, J., (2017). Harnessing the impact of electronic word-of-mouth on purchase intention of
cosmetics based on the functional attitude theory.
Mustafar, M., Ismail, R.M., Othman, S.N. and Abdullah, R., (2018). A Study on Halal Cosmetic
Awareness among Malaysian Cosmetics Manufacturers. Int. J Sup. Chain. Mgt Vol, 7(5), p.492.
Nellikunnel, S., Rahman, A., Jawaid, A. and Sim, L.E., (2015). Generation Y male cosmetic
consumption patterns: regression modelling. International Journal of Modelling in Operations
Management, 5(2), pp.154-176.
Schromm, E.M., (2018). The business potential of Arctic Berry Wax as an ingredient in natural
cosmetics: Case study of wax purchasing exhibitors at the Trade Fair Biofach Vivaness 2018.
Searing, C. and Zeilig, H., (2017). Fine Lines: cosmetic advertising and the perception of ageing
beauty. International Journal of Ageing and Later Life, 11(1), pp.1-30.
Truong, N.H., (2016). Market Segmentation for Pro-environmental Cosmetic Products: Finnish
Cosmetic Markets.
Vignoli, L., (2018). Branding strategies and social media influence on the consumers shopping
behaviour as the keys to success in the Chinese beauty market (Bachelor's thesis, Università
Ca'Foscari Venezia).
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Online article
Bandeli, K.K. and Agarwal, N., (2018). Analyzing the role of media orchestration in conducting
disinformation campaigns on blogs. Computational and Mathematical Organization Theory,
pp.1-27. (Online) available at: https://link.springer.com/article/10.1007/s10588-018-09288-9
(Accessed on 22 April 2019)
Casati, S., Aschberger, K., Barroso, J., Casey, W., Delgado, I., Kim, T.S., Kleinstreuer, N.,
Kojima, H., Lee, J.K., Lowit, A. and Park, H.K., (2018). Standardisation of defined approaches
for skin sensitisation testing to support regulatory use and international adoption: position of the
International Cooperation on Alternative Test Methods. Archives of toxicology, 92(2), pp.611-
617. (Online) available at: https://link.springer.com/article/10.1007/s00204-017-2097-4
(Accessed on 22 April 2019)
Weihermann, A.C., Lorencini, M., Brohem, C.A. and de Carvalho, C.M., (2017). Elastin
structure and its involvement in skin photoageing. International journal of cosmetic science,
39(3), pp.241-247. (Online) available at:
https://onlinelibrary.wiley.com/doi/full/10.1111/ics.12372 (Accessed on 22 April 2019)
Website
Seed to Skin (2019), About Seed to Skin, https://seedtoskin.com/about/?v=c86ee0d9d7ed
(Accessed on 23 April 2019)
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