Strategic Marketing Analysis Report of Thankyou Group - MKT301A

This report provides a strategic marketing analysis of Thankyou Group, an Australian social enterprise known for donating 100% of its profits to global poverty initiatives. The report details Thankyou Group's core businesses, including water, personal care, baby care, nappies, and gift sets, highlighting their unique selling points and target markets. It showcases the organization's marketing achievements, such as its innovative funding strategies and successful lobbying efforts. A SWOT analysis identifies the company's strengths (strong social impact, unique product development), weaknesses (limited product innovation, financial setbacks), opportunities (digital expansion, developing Asian markets), and threats (competition from larger FMCG brands, governmental regulations). The analysis underscores Thankyou Group's commitment to social responsibility and its creative approach to marketing, while also acknowledging the challenges it faces in a competitive market.

Running head: MARKETING
Marketing
Name of the Student
Name of the University
Author Note

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C. A brief background of the organisation
It has been identified that Thank You Group is an Australian social enterprise.
Organization first started its operation with a bottle of water which sustains longer to help
and end Global Water Crisis. This idea has now increased to over 55 products ranging from
personal care products to nappies as well as baby care. The organization has gained attention
for its use of public lobbying through mainstream and social media to influence super-
markets retailers to stock their products. Organization commits that 100% of its profits goes
to global poverty and presently it has more than 5500 outlets in Australia with the inclusion
all major supermarkets.
1.1 Core Businesses and respective portfolio
It has been identified that the major or core product of Thank You Group, Australia is
Water, Personal Care, Baby Care, Nappies and gift sets (Liu & Wong, 2013). When it
comes to Water, it has been identified that Thankyou Group has multiple type of water
product with the inclusion of Premium Spring Water in different quantity. The availability of
such products are to both retail and wholesale. Fine (2013) mentioned that every bottle of
Thankyou Group helps to fund water, sanitation and the hygiene programs in thee low-
income nations. On the other side, personal care product of Thankyou Group has gained a
tremendous attention across the globe as the organization has numerous number of personal
care items including Body Wash, Hand Wash, Hand Lotion, Hand Cream, Scrubs and oils,
Body Lotion, soaps and sanitizers. According to Larsen et al., (2016) with more than 30 years
of experience in the sector, personal care aspect of the organization is leading the way with
the innovative eco-responsible formulations. The organization tends to work with technical
experts in cosmetics and the organization is also pioneering naturally-derived personal care
products. Liu and Wong (2013) mentioned that organization has paid heed to personal care as

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their core business because almost 2.4 billion people have inadequate access to sanitation,
which could lead to devastating impact from otherwise preventable diseases.
Another significant core business of Thankyou Group is its baby care products with the
inclusion of Wash, Moisturise, Protect and Wipes. Organization fundamentally uses the
ingredients gained from the nature to make sure that it has been giving the infants the most
gentle and possible care. When manufacturing the products, it adds the plant-based
ingredients like aloe vera and chamomile help to sooth and remedy (Benn, Edwards and
Williams, 2014). For Baby care and personal care products, the brand has developed a
premium pricing strategy due to the uniqueness and use of natural ingredients. In addition to
this, to keep the sales volumes stable, promotional approaches of the brands are sometimes
associated with healthcare awareness and initiatives programs. Another core business of
Thankyou Group with equal focus and earning is its gift set, in which it has developed two
different categories like Just Cause and Baby Bundles. Under this two categories, brand has
several gift pack. This aspect of its business gained attention due to its innovative and unique
of idea of wrapping gift with mixture of product items that is highly necessary for use. The
Group has designed a suitable range for a greater range of gifting activity like employee
induction, employee rewards, employee maternity leave programs and customer gifts
1.2 Marketing Achievement
It has been identified that Thankyou Group has the record several achievements. Firstly,
the brand has created a global impact on people through the causes it stands for each of its
products. All of its products is supported with a social cause. For example, the initiative of
creating reputation of worthiness with innovative ideas was a significant achievement
because when the organization experiences financial crisis, it gains the ability of making up
for with great ideas and power of social good. Waddell (2017) mentioned for example, early

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on Thank you Water team was instructed that it faced over $250,000 in start-up expense and
required millions to financially support its marketing; nonetheless, they caught an early break
when bottling organization agreed to a first run of production by reducing any upfront costs.
Consequently, organization experienced several setbacks though with the inclusion of the
troubles with bottlers and ideas of distribution with many major retailers failing through.
Nonetheless, the firm gained the ability of getting their waste reserved in Australia Post and
7-11 which means it paid back and started from there. It gained the ability of taking simple
ideas and making them products such as bottle water and organization worked out effectively
to sell a lot of the same and created sustainable advantages.
Another achievement was finding unique ways to fund growth; organization has done
a great job of funding itself in a relatively creative ways. Fine (2013) mentioned that a couple
of years back, Thankyou Group managed itself to get their stock into two major
supermarkets. One was done by simply asking Australians to upload a post to Coles and
Woolworths’ Facebook Page and another initiative was implemented by lobbying them to
stock Thankyou. Ultimately, as the result, both retailers were overwhelmed with Facebook
responses and agreed to the terms. Furthermore, the brand has launched a campaign to raise
$1.2 million to support its new Thankyou Baby launch and expansion into New Zealand with
its strategy of “Pay what you want. Consequently, the brand beats its targets by increasing
over $1.3 million in a month and selling 43,650 books (thankyou.co 2019).
D. A SWOT analysis
Strengths
 Thankyou Group has shaped its core
businesses in way that hardly a
profit organization has been able do
it with same products
Weaknesses
 The product portfolio of the brand is
not unique as several profit
organizations are the leader in the

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 Less chances of product innovation
due to its uniqueness of natural
ingredients and their manufacturing
 Strong global impact due its product
development process, which is
supported by real social causes
(Fine, 2013).
 Increasing involvement in corporate
social responsibility such as fund
donation programs to global poverty
sector
 Promotional activities of the brand is
weak such as less involvement in
digital environment
 Due to frequent financial setbacks,
Thankyou Group is not able to
innovate its product portfolio,
especially the core items (Liu &
Wong, 2013)
 Pricing strategy of the brand is
upsetting consumers as they are
buying the same essential products
at most reasonable price from other
contemporary brands
Opportunities
 Technology is great and wide
medium to target the global
audience. Thus, the brand needs to
adapt to digital environment
 Expansion to developing Asian
nations such as Korea, Singapore,
Malaysia would be effective for
Thankyou group as presently due to
digital media, personal products are
being bought by consumers (Pahl et
Threats
 FMCG brands such as P&G and
giant Unilever are great threat to
Thankyou water
 Dynamic market environment due to
globalization is a significant threat to
the organization
 Stiff governmental imposition to the
consumption of drinking water is a
barrier to its unique initiative of
drinking water product

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al., 2013)
 Alongside the baby care products,
the brand could differentiate itself by
manufacturing baby nourishing kits
such as stretcher
 Supermarkets and retails shops are
on the verge of losing its ground to
sales Thankyou’s products due to e-
commerce
Table 1: SWOT analysis

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References
Benn, S., Edwards, M., & Williams, T. (2014). Organizational change for corporate
sustainability. Routledge.
Fine, M. D. (2013). Individualising care. The transformation of personal support in old
age. Ageing & Society, 33(3), 421-436.
Larsen, T. A., Hoffmann, S., Lüthi, C., Truffer, B., & Maurer, M. (2016). Emerging solutions
to the water challenges of an urbanizing world. Science, 352(6288), 928-933.
Liu, J. L., & Wong, M. H. (2013). Pharmaceuticals and personal care products (PPCPs): a
review on environmental contamination in China. Environment international, 59, 208-
224.
Pahl-Wostl, C., Conca, K., Kramer, A., Maestu, J., & Schmidt, F. (2013). Missing links in
global water governance: a processes-oriented analysis. Ecology and Society, 18(2).
thankyou.co. (2019). Business segement – Thankyou. Retrieved from
https://thankyou.co/water
thankyou.co. (2019). How social enterprise Thankyou is fighting global poverty | this.
Retrieved from https://this.deakin.edu.au/career/how-social-enterprise-thankyou-is-
fighting-global-poverty
Waddell, S. (2017). Societal learning and change: How governments, business and civil
society are creating solutions to complex multi-stakeholder problems. Routledge.