Faculty of Business Marketing Plan for Huda Beauty - UMKDGJ-15-3

This report details a marketing plan for Huda Beauty, a prominent brand in the beauty industry. It begins with an overview of the company, including its background and current market position. The report then conducts a situational analysis, followed by a thorough SWOT analysis to identify the brand's strengths, weaknesses, opportunities, and threats. It establishes SMART objectives to guide the marketing efforts and outlines the 7 Ps of marketing (Product, Price, Promotion, People, Process, Physical Evidence, and Place) as tactics to achieve the strategic goals. The implementation, monitoring, control, and evaluation aspects of the marketing plan are also discussed, concluding with a summary of the findings and recommendations. The report aims to provide a comprehensive understanding of Huda Beauty's marketing strategies and their potential for success.

Running head: MARKETING PLAN 1
STUDENT NAME:
STUDENT ID:
TOPIC: MARKETING PLAN
DATE: 9-05-2019

MARKETING PLAN 2
Contents
Overview of the company...........................................................................................................................3
Situational analysis......................................................................................................................................3
SWOT analysis.........................................................................................................................................3
Strengths.............................................................................................................................................4
Weaknesses.........................................................................................................................................4
Opportunities......................................................................................................................................5
Threats.................................................................................................................................................5
SMART objectives........................................................................................................................................5
Specific....................................................................................................................................................5
Measurable..............................................................................................................................................6
Achievable...............................................................................................................................................6
Realistic...................................................................................................................................................6
Timely......................................................................................................................................................6
Tactics 7 Ps to achieve the strategy.............................................................................................................6
Product....................................................................................................................................................7
Price.........................................................................................................................................................7
Promotion................................................................................................................................................7
People......................................................................................................................................................7
Process....................................................................................................................................................7
Physical evidence.....................................................................................................................................7
Place........................................................................................................................................................8
Implementation of monitoring control and evaluation...............................................................................8
Conclusion...................................................................................................................................................9
References.................................................................................................................................................10

MARKETING PLAN 3
Overview of the company
Huda Kattan showed women on how to make a career out of the channel by Inner Kardashians
and makeup perspectives. Huda was born in Tennessee and the family background she comes is
from Iraq. Huda Beauty is managed and established by Huda Kattan who studied finance and
then started her makeup blogs. The makeup guru then had a huge company which is well-known
as Huda Beauty. A beauty influencer who created a trend on Instagram and influenced the beauty
scene from a blog in the year 2010. Huda Beauty launched lashes line and changed the game of
brand from the year 2013 which was the starting success for the company. The handmade lashes
completely changed the scenario and focused on breaking records while working in Dubai. She
ended up becoming a successful woman with several records that continue to focus on a single
brand. Breaking records focus on working with the investment and resources with an entire store
to focus on continuous development.
The report focuses on situational analysis, SMART objectives, tactics to achieve the strategy,
implementation, monitoring, control and evaluation of the strategy. The report focuses on SWOT
analysis and market analysis while positioning the product in another market. The marketing
world has a major analysis of brands and is progressing day by day with specialized strategies.
There are big brands that focus on lost control and are less relevant to smaller brands. The
makeup line has launched the beauty products in the year 2013.
Situational analysis
SWOT analysis
The marketing world has enhanced the level of progress for brands to ensure operational results.
In a small period of time, Huda beauty has reached a level of efficiency in the beauty industry.
There are several strong brands that have control over the message in terms of smaller brands
that focus on becoming number one in the beauty industry in the world. Since the launch of the
make-up line in the year 2013, Huda beauty has reached to a certain extent with the help of
Instagram as a social media (Bizfluent 2018). The Huda beauty products ensure that its products
are leading the business with successful building empire in the beauty industry. The business
empire tends to focus on the global expansion of the market that ensures a support system for
several beauty products and wellness brands that help Huda for achieving competitive advantage.

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With the launch of the new product in the business, the company is ensuring a make-up line that
succeeds in the business (Collins 2017). Every few months, the company ensures a successful
SWOT analysis in order to improve the efficiency of the business. This engages the company to
improve every now and then while working on relative measures to ensure competitive
advantage in the beauty and wellness industry. The major focus that the brand considers is
towards beauty products. SWOT analysis of Huda beauty is mentioned in order to consider the
position of the company currently (Kotler and Keller 2012).
Strengths
The main influence that ensures company recognition is towards brand recognition and strong
analysis of beauty products. The strength of the company lays in cosmetics stores that are
available in Dubai. There are several products that are sold online which is one of the major
benefits for customers and for the brand to enhance effective management. The products of the
company are highly accepted and valued in the business. There are more than 750 stores in more
than 17 countries which is a high appreciation for the company to consider the recognition in
terms of highly appreciated and liked product by the public. There are high-value brands that are
focused on the cosmetics category and this ensures that consumers mind to accept the price and
get the value of the product. There are private labels that the brand ensures in terms of brand
products. This is an appreciative focus which is considered in the business while confirming that
the products have their own labels which are privately owned. Strength of the company relies on
the brand and the products that are highly appreciative. Good branding strategies and marketing
strategies are highly adopted by the company in terms of a strong level of handling social media
influencers (Brown 2013). Thereby, the strength of the company lies in product features and
considering the major acceptance of the product in terms of customer satisfaction rate.
Weaknesses
There are several brands who have weaknesses that should be improved in which he compared
the value of brands should be listed with the leading brands. There is a huge comparison that the
company makes in terms of industry level and size that matters in business (Wood 2013). There
are several brands such as Avon and Loreal that cannot be compared with Huda beauty, thereby
it has certain restrictions and limitations while it just needs to focus on product appreciation and
marketing strategies. The product of the company is not sold in every country while this is one of

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the limitations that can be called as a weakness for the company to ensure brand recognition.
There are only 17 countries in the world that highly market the products of the company.
Opportunities
There are several opportunities in the business that ensure a high level of recognition for the
brand. A new market can be introduced while the expansion of the market can lead to a major
change in demand and supply of the product. There are instances in which the company can
become a world-class makeup artist with the brand name and remarkable models that are
presented in the business. Then there are several opportunities while entering a new market with
different products and price into emerging economies that best suit the environment and culture
of the company.
Threats
There are several players in the beauty and wellness industry such as Kylie cosmetics, Stila,
Fenty Beauty, Loreal, etc. These are the high-level players that provide tough competition for
Huda beauty in the beauty industry. There is a lot of similarities that are mentioned with the level
of product and the cost that ensures a big concern in terms of high inflation due to raw materials
cost that has increased in the market. Low cost can be considered but at the same time, there is a
difference in the quality of raw materials (Fogarty 2017).
SMART objectives
SMART objectives help in constructing an effective marketing plan which is highly important
for a business to ensure the marketing plan. Smart includes specific, measurable, achievable,
realistic and timely. These are the smart objectives that ensure the company’s goal in terms of
the marketing plan to be framed with a good chance of success. The SMART technique is
applied while focusing on SMART objectives of the business (Lee 2018).
Specific
The first objective that Huda beauty needs to focus on is a specific outcome that reveals the
position of the business (Kotler and Keller 2016). The goal of Huda should focus on the level of
understanding and the expected results of the business. Huda beauty should focus on the sales
volume that will be decided by the managers to ensure effective sales and profit of the company.

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Effective sales volume is addressed with more business plans to be included while achieving the
goals of the company in terms of sales volume.
Measurable
It is important for a manager to ensure that the sales volume should increase to 5% while
addressing certain activities to be included in the business. There are several business goals that
are addressed and need to be measured by the company in terms of the time period (Hollensen
2016).
Achievable
The goals should assure achievable condition in which the resources ensures business success. It
should address the level of tools and skills that are required to complete the ultimate goal of the
company (Kotler, Armstrong, Harris & Piercy 2017).
Realistic
The sales that need to be increased by 5% in the year 2019 is realistic as the last year sales were
more than 3% which can be assumed that the goals are realistic in nature and can be
accomplished effectively. Thereby the business should focus on economic condition and work on
realities of the business and its climate. To set the goals, it is important that an increase in 5% of
the sales can be achievable (Kotler, Armstrong, Harris & Piercy 2013).
Timely
The experience in the business tends to show that the business considers a major inclusion of
working on a timely goal to be achieved in the business.
Tactics 7 Ps to achieve the strategy
The 7 Ps of marketing tactics are introduced in order to achieve a market position for the
company. It is thereby important that the combination of 7 Ps should be considered in the
marketing plan (Internal Marketing 2018). Effective use of each tactic tends to reflect the
business model in terms of the target market. To focus on a new market, it is important that Huda
beauty should consider these strategies as a marketing tactic to ensure the success of the
business. The 7 Ps are not necessarily controllable in terms of internal and external analysis. The
marketing environment needs to be majorly focused (Lehmann & Winer 2008).

MARKETING PLAN 7
Product
Products of the company are highly a strong measure that influences the market in the beauty and
wellness industry. Thereby more of the attention is to be made through product features and
benefits. Customers tend to reflect while considering the value satisfaction while the benefits of
the products are observed.
Price
Price is the next big thing that the company needs to control while lower down the flexible
expenses that are unnecessary for product appreciation. Price mainly refers to identifying
customer benefits and working on the mark-up objective (Dibb, Simkin, Pride and Ferrell 2012).
Promotion
Promotion of the product tends to reflect a major offer that the company provides to its
customers. Offers and discount would attract the consumer to buy the product with an effective
pricing strategy (Kelly 2018). There are different levels of product engagement that tends to
focus on promotional measures.
People
People in the organization reflect employees and staff of the business. Excellent customer service
should be provided in stores to reflect the results of the company. It is advisable to ensure that
marketing the brand needs good people and this has helped the business to ensure a competitive
advantage. Recruiting people and working on the right decisions in the business tends to reflect
competitive advantage (Kapferer 2008).
Process
Process considerably refers to the delivery of products and services in which the business tends
to focus on repeated measures and standards with efficient business plans (Beauty Secrets and
Tips, 2018). It is important to have a good practice of business in terms of repeatedly deliver the
standard process and services in terms of customer engagement. Saving time and work on
increased measures tend to efficiently manage the business.
Physical evidence
Physical evidence includes interacting with people in the business while gaining informative
knowledge about the physical environment that is needed in the business. Physical environment,
layout, and packaging are considered with product and service management.

MARKETING PLAN 8
Place
Place considers the importance of business operations and layout. The stores and websites are the
business sales that tend to reflect customers and communicate with them effectively. These are
the two places where the business tends to reflect efficiently. Retail stores, online market, and
social media refer to a place which is even known as channels of business. location is based on
the most important tactic where the company would focus on providing maximum benefit to the
customers in terms of selecting the products from any end of the world.
Implementation of monitoring control and evaluation
The marketing plan of the company considers the major part of implementation in terms of
defining the goals and considering a major impact in the business. The marketing plan that is
prepared needs to be implemented in which it is important to make sure that the plan should have
several key tasks that match the overall business objectives. To implement the marketing plan,
the resources should be collected and people should be informed about the overall marketing
plan that needs proper implementation. The budget of the marketing plan needs to be focused on
Huda beauty as it ensures customer service and marketing. Once the message is spread for a
marketing plan, the comprehensive marketing plan is created which takes effective steps for
actions to be considered in the business process. A marketing plan needs to be implemented with
adequate resources and needs a marketing plan that seeks direction towards marketing experts.
Communicating with the staff about the marketing plan is an important measure to focus on the
marketing plan. The team needs to have total confidence in members.
Monitoring the progress is an important measure to be taken which continuously helps the
business to focus towards the marketing plan and treat as major importance that reviews the
process. The monitoring process helps to consider the target appreciation, tactics to be applied
and budget purpose is on track or not.
To control the marketing plan, the business tends to reveal a specific purpose that ensures advice
to be taken when the plan does not go according to the blueprint (McDonald 2017). Effective
planning considers a control driven system in which any derivatives in the business would tend
to reflect to plan again the whole marketing audit. Developing contingency plans at the same
time is a creative process that the business tends to focus towards while recognizing the change

MARKETING PLAN 9
in the plan. Adding a new step for the business objectives is effectively considered in the
business.
Conclusion
The report reflects the marketing plan of Huda Beauty which needs to be considered while
representing effective business objectives. The marketing plan of Huda beauty is presented while
ensuring the level of engagement of people that are specifically considered in the business and
several tactics to be applied in the business. The organization review is presented with several
opportunities to be considered in practicing student development with respective consideration of
practice towards marketing area. The overall organization review is provided that focuses the
components towards a marketing plan in which the information is relevant in terms of
applications and processes of the business. SMART objectives are provided in the business that
ensures a varying process that can help in considering the application and theory of the business.
The marketing planning principles are applied effectively in the business which focuses on
SWOT analysis of Huda Beauty, SMART objectives, 7 tactics of the business to focus on
achieving the target of the business. Thereby, in the end, implementation, measuring, and control
of the marketing plan are assured in the business. The marketing plan focuses on market
expansion and product expansion strategies to be included in the business. There are several
measures are taken in terms of product features to be added and place of distribution to be
expanded in the business. These rely on considerable measures taken by the company to achieve
the marketing plan.

MARKETING PLAN 10
References
Beauty Secrets and Tips. 2018, Huda Kattan - Huda Beauty - Makeup and Beauty Blog, How To,
Makeup Tutorial, DIY, Drugstore Products, Celebrity Beauty Secrets and Tips. [ONLINE]
Available at: http://hudabeauty.com/huda-kattan/. [Accessed 14 April 2019].
Brown, D., 2013, Influence Marketing. 1st ed. America: Que Publishing.
Bizfluent, 2018, What Is a Global Marketing Strategy? | Bizfluent. [ONLINE] Available at: .
Collins Allisson, 2017. Huda Beauty Said to Hire Financo for Deal. [ONLINE] Available
at:http://wwd.com/business-news/financial/huda-beauty-huda-kattan-deal-financo11034129/.
[Accessed 18 April 2019].
Dibb, S., Simkin, L., Pride, W. M. and Ferrell, O. C. 2012, Marketing: Concepts and Strategies.
6th ed. Andover: Cengage Learning
Dibb, S. and Simkin, L. (2008) Marketing Planning A Workbook for Marketing Managers.
London Cengage Learning
Fogarty L, 2017, Who Is Huda Kattan? | POPSUGAR Beauty. [ONLINE] Available at:
https://www.popsugar.com/beauty/Who-Huda-Kattan-43696661. [Accessed 13 April 2019].
Hollensen, S., 2016. Global Marketing. 7th ed. United Kingdom: PEARSON EDUCATION
LMT.
Internal Marketing. 2018. Internal Marketing. [ONLINE] Available at:
http://www.marketingteacher.com/internal-marketing/. [Accessed 26 April 2019].
Kapferer, JN. 2008, The new strategic brand management: creating and sustaining brand equity
long term, 4th ed. London: Kogan Page
Kotler, P., Armstrong, G., Harris, L., Piercy, N. 2013, Principles of Marketing; Global Edition,
15th Ed, Essex: Pearson
Kelly C, 2018, Sparkly Eye Shadow? These (Male) Beauty Bloggers Are Experts. [ONLINE]
Available at: .

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Kotler, P., Armstrong, G., Harris, L., Piercy, N. 2017, Principles of Marketing; European
Edition, 7th Ed, Essex: Pearson
Kotler, P. and Keller, KL, 2012, Marketing Management; Global Edition, 14th ed, Harlow:
Pearson
Kotler,P. and Keller, KL, 2016, A framework for Marketing Management, Global Edition, 6th ed,
Harlow: Pearson
Lee, K 2018, 2018: Year of the Influencer or year of the influencer marketing implosion?.
[ONLINE] Available at: https://marketingland.com/2018-year-influencer-yearinfluencer-
marketing-implosion-231617. [Accessed 14 April 2019].
Lehmann, D. and Winer, R. 2008, Analysis for Marketing Planning. 7th ed. New York: McGraw
Hill Education
McDonald, M. 2017, Malcolm McDonald on Marketing Planning: understanding marketing
planning and strategy, 2nd ed. London: Kogan Page.
Wood, M. B, 2013, Essential Guide to Marketing Planning. 3rd ed. Harlow: Financial Times
Prentice Hall