Strategic Marketing Plan for Thankyou Personal Care Products: MKT301A

This report provides a strategic marketing plan for Thankyou, an Australian social enterprise focused on eradicating world poverty through its product sales. The report begins with an overview of the organization, its product offerings (water, personal care, baby range, and gift sets), and its commitment to using environmentally friendly formulas. It then delves into an analysis of the internal and external environments, including PESTLE and SWOT analyses, and Porter's Five Forces to assess competitive dynamics. The report examines Thankyou's main competitors (Who Gives A Crap, Dove, Johnson & Johnson, and Lush) and outlines the marketing mix, including product, pricing (premium pricing strategy), distribution, and promotion strategies. A detailed promotion plan is presented, including television, social media, and radio marketing, along with projected costs, sales, and ROI. Finally, the report suggests changes required in the existing strategy, such as increasing product lines and distribution channels, along with a comprehensive list of references. The assignment is a strategic marketing plan for the MKT301A course.

THANK-YOU
PERSONAL CARE PRODUCTS

BRIEF BACKGROUND OF THE ORGANIZATION
• THANK YOU IS AN AUSTRALIAN SOCIAL ENTERPRISE WHICH
CONTRIBUTES 100% OF ITS EARNING TO CHARITY IN ORDER TO
ERADICATE WORLD POVERTY.
• EARLIER THE FIRM USED TO OFFER JUST WATER BUT CURRENTLY IT
OFFERS PERSONAL CARE RANGE, NAPPIES, GIFT SETS AND BABY CARE AS
WELL.
• THE FIRM IS PRESENT IN ALL MAJOR SUPERMARKETS IN AUSTRALIA AND
HAS SEPARATE OUTLETS AS WELL (THANKYOU.CO. ,2019).

INTRODUCTION OF THE GOODS
• THE CORE PRODUCTS OF THE FIRM COMPRISES OF WATER, PERSONAL
CARE, GIFT ITEMS AND THE BABY RANGE.
• ADDITIONALLY, THE FIRM, MAKES SURE THAT IT MAKES USE OF
ENVIRONMENTALLY FRIENDLY FORMULA WITH NATURAL PRODUCTS
WHICH WILL GO LONG WAY IN ENSURING THAT THE FIRM IS
SUCCESSFULLY ABLE TO PROVIDE PREMIUM ITEMS TO THE CUSTOMERS
AT CONSIDERABLY MODERATE PRICES (THANKYOU.CO. ,2019).

AN OVERVIEW OF INTERNAL AND EXTERNAL
ENVIRONMENT: PESTLE
•Thankyou is endorsed as a non-for-profit organisation by the ATO, and are therefore exempt from income tax
Political
•To distribute aid to developing countries, Thankyou depends on funding from consumers through product purchases.
Economical
•The company will need to implement changes in production, distribution and product disposal as criticism can be
received towards the company’s contribution to the degradation of natural systems (Chernev, 2018).
Social
•Thankyou incorporates philanthropic marketing, raising awareness of their cause through social media outlets such as
Youtube, Facebook, Instagram and Twitter.
Technological

SWOT Strengths
• Strong core
business
• Less product
innovation
• Strong global
impact
Weakness
• No unique
business model
• Less promotional
activities
• Poor pricing range
Opportunity
• Use technology
• Expand to Asian
nations (Mintel
• ,2018).
• Get into
manufacturing of
baby kits
Threat
• Unilever is getting
into a similar
segment
• Dynamic business
environment

PORTERS FIVE FORCES
THE FIVE FORCES INCLUDE:
• COMPETITIVE RIVALRY
• BARGAINING POWER OF SUPPLIERS
• BARGAINING POWER OF BUYERS
• THREAT OF NEW ENTRY (LOU. 2018).
• THREAT OF SUBSTITUTION

MAIN COMPETITORS
• THE MAIN COMPETITION OF THE FIRM CAN BE STATED TO BE AS
FOLLOWS:
• 1. WHO GIVES A CRAP
• 2. DOVE
• 3. JOHNSON AND JOHNSON (PASQUIER & VILLENEUVE, 2017).
• 4. LUSH

MARKETING MIX
• PRODUCT
• PRICE
THE OVERALL PRICING
STRATEGY WHICH THE BRAND,
THANK YOU HAS BEEN
FOLLOWING CAN BE STATED TO
BE THE PREMIUM PRICING
STRATEGY(GUMMESSON, 2017).
IN THE PREMIUM PRICING
STRATEGY, THE FIRM WILL BE
REQUIRED TO SET THE PRICING
OF THE PRODUCT AT A
CONSIDERATE HIGH AS THIS
WILL ENSURE THAT THE FIRM IS
SUCCESSFULLY ABLE TO
TARGET THE CORRECT
CUSTOMERS

DISTRIBUTION STRATEGY
PROMOTI
ON PLAN
Sr. No The mix
elements
Frequency Start Date End date Duration Number of
insertions
Nature of
the
message
Specific
mediums
1 Television
marketing
5 everyday 23/4/2019 24.08.2019 5
months
2 in every
channel
Combination
with 2 and 3
2 Social media
marketing
3 posts every
two days
23/4/2019 24.12.19 9 months 3 social
media sites
Combination
with 1 and 3
Online
3 Radio
marketing
2 everyday 23/4/2019 24.08.2019 5 months 4 radio
channels
Combination
with 1 and 2
4 Billboard
advertising
1 billboard
every 2 kms
around the
cities
23/06/2019 24.08.2019 3 months N/A Standalone

PROJECTED COST BREAKDOWN, SALES AND
ROI
Sales Year 1 Year 3 Year 5
Amount $1000000 $1500000 $2000000
Pricing and Contribution 15 Volume 10000
Unit Price:
$15.
00
Break-Even Volume:
10,833
Unit Contribution Margin:
$12.
00
Expected Sales Per
Month: 1,200
ROI
The return on investment of the initiative
Total money to be invested in the marketing campaign:
$100000/$1000000
=10%

CHANGES REQUIRED IN EXISTING
• THANK YOU NEEDS TO INCORPORATE THE FOLLOWING:
• INCREASE THE PRODUCT LINE
• INCREASE DISTRIBUTION CHANNELS ONLINE

REFERENCES
• CHERNEV, A. (2018). STRATEGIC MARKETING MANAGEMENT. CEREBELLUM PRESS.
• GUMMESSON, E. (2017). FROM RELATIONSHIP MARKETING TO TOTAL RELATIONSHIP MARKETING AND BEYOND. JOURNAL OF
SERVICES MARKETING, 31(1), 16-19.
• LOU. J. (2018). THANKYOU’S LATEST GUARANTEE: FREE BOX OF HUGGIES TO UNSATISFIED CUSTOMERS. RETREIVED FROM
HTTPS://WWW.MARKETINGMAG.COM.AU/NEWS-C/NEWS-THANKYOU-OFFERING-COMPETITORS-PRODUCT-TO-DISSATISFIED-PARENTS/
• MINTEL. (2018). 32% OF URBAN AUSTRALIANS PREFER PRODUCTS THAT ARE SOLD IN ECO-FRIENDLY PACKAGING. RETRIEVED
FROM
HTTPS://WWW.MINTEL.COM/PRESS-CENTRE/SOCIAL-AND-LIFESTYLE/32-OF-URBAN-AUSTRALIANS-PREFER-PRODUCTS-THAT-ARE-SOL
D-IN-ECO-FRIENDLY-PACKAGING
• PASQUIER, M., & VILLENEUVE, J. P. (2017). MARKETING MANAGEMENT AND COMMUNICATIONS IN THE PUBLIC SECTOR.
ROUTLEDGE.
• THANKYOU.CO. (2019). BUSINESS SEGMENT – 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

THANK
YOU