You are on page 1of 19

MARKETING

MANAGEMENT

ISABEL CRISTINA MAYA MIRA


123489
WEERACHAI PECHARAWECH
124810

KAPLAN BUSINESS SCHOOL


MASTER OF BUSINESS
ADMINISTRATION

MELBOURNE
2016
“Purely Ageless 50ths”

“Menopause dryness
solution to have your
25ths skin back”
EXECUTIVE SUMMARY
– Aim of the report.
– Number 1 0rganic skin care brand.
– Sukin had $45.1 million revenue in 2015 and is looking forward to reach
$100 in 2020.
– The results of this investigation indicate that there are no skin care
products available for specific women at the age of 50 or specifically in
their menopause stage by the date.
– The report concludes that using new innovative, advanced technology
combined with organic ingredient extracts from plants to create specific
product for them will be well received by the public.
– It is recommended to use different channels for its distribution and
commercialization such us online, and current partner pharmacies in
Australia as well as in the countries the brand already has presence in.
Company Position
– Currently, Sukin is within Australia’s 5th top brands for
natural skincare products.
– Sukin’s skincare still being Australian made and owned,
and while being run by an enthusiastic young team is
focused on staying close to ground and giving
customers outstanding natural skincare within the
market.
– Most skin care brands in the market are focusing on
products for active women and to avoid the age sings
and wrinkles to appear. In contrast, we want to
introduce a new product focused on the women on
their 50ths or menopause age when the skin gets
really dry (Niland and Lyons, 2011).
Product and Main
Ingredients

The standard size of a moisturizer cream is (50ml). It


contains10% of acai berries and 10% of goji berries for
every 50 ml
Product Technology

- Purely Ageless 50ths is 100% made from natural


organic ingredients with Dermaxyl™-, an advanced
technology to use homeopathic process to break
down the molecule structure, allowing the
molecule of active ingredients to infuse into skin’s
deeper layer. A restructuring response is initiated
within the cells at this deep level, creating healthy
new cells that are brought to the surface layers of
the individual’s skin.
Organic Skin
Care Industry

Internal and external factors of our pricing


strategy

1. Pricing objectives
– A retail price for natural and organic skin
care and body care market is five to six
times of the cost which will provide profit
margin 80% or more. (Badcock, 2015)
Organic Skin
Care Industry

2. Determining the demand

It is fact that if the price is high so


the demand may drop. In the
contrary if lower the price
company may lose revenue but
the company will get benefit from
high demand and could increase
revenue from this price elastic
method. Which Sukin will use this
strategy by selling at $24.90.
Marketing Plan Implementation
Four major trends that will be considered.
– Niche market. This moisturizer is designed for aged
skin to help sagging and wrinkle skin. It’s suitable for
woman 50 years old up.
– New advanced technology. Using new advanced
process call Homeopathy to break down active
ingredient molecules and absorb into deeper level of
skin cell.
– Vegan product. All Sukin products are not contain
ingredients from any animal and do not test on animal.
– Consumer concern about healthy lifestyle and organic
ingredients products. Natural ingredients and Chemical
free.
DELIVERING VALUE 1/2

– Product trials at the different Chemist warehouse and


distributors points
– In store advertisement.
– Focus groups and trial kits for the participants.
– Advertorial in Magazine.
– Social media as a key point for marketing and
distribution channel.
– Workshops with health and beauty magazines editors.
DELIVERING VALUE 2/2

– Co-promotion with magazines (in advertorial page).


– Co-promotion with Chemist ware house and
Beauty Priceline for special seasons.
– Give rewards to social influencers (Health and
Beauty bloggers) to write about the product.
– Free voucher to get free product trial when buying
a minimum of $70 Aud throughout the retailers for
example.
– Use professional public relations company to do
advertisement plan for the new product.
Competitors

50ml
$90.00
SWOT Analysis 1/2
Strengths
– First Natural skincare cream for women on the menopause stage in
the market.
– Unique natural moisturizer.
– No competitor in the market.
– Natural ingredients with Advanced Technology.
– Consumers aware synthetic chemicals in skin care.
Weakness
– Being a new product in the market is unfamiliar.
– Lack of information.
– Customers tend to buy from the popular name brands.
– The products are costlier as compared to other synthetic products.
– Natural Ingredients have shorter shelf Life.
SWOT Analysis 2/2
Opportunities
– To promote the new product in the already existing online store.
– Creating an application for smartphones .
– Rapid growth in organic beauty market.
– The brand awareness has been enhanced in Australia.
– Customers gradually find out the marvellous efficiency of using natural
products. (Adriana Noton, n/d.)
Threats
– Big competitors like Kiehl’s, L’occitane, Jurlique, Red Earth are Aesop.
– Economic fluctuations can affect business operations.
– Lack of resources could be a threat in the long run.
– Availability of cheaper substitutes products from other brands in the market.
– More and more pretenders try to produce similar products and pronounce the
same advantage of organic ingredients (Adriana Noton, n/d.)
Estimated Cost
Compare Pricing
Brand Product name Price Size Price/ml
Sukin Purely Ageless 50ths 29.90 50 $ 0.598
Keihl's Rosa Arctica 90.00 50 $ 1.800
Nutri Define Rejuvenating Night
Jurlique Cream 130.00 50 $ 2.600
Nutri Define Correcting Day
Jurlique Cream 120.00 50 $ 2.400
Red Earth PM Recovery Cream 45.00 50 $ 0.900
Cameliar Nut Facial Hydrating
Aesop Cream 53.00 60 $ 0.883
L'occitane Immortelle Precious Cream 83.00 50 $ 1.66

PRODUCT DESCRIPTION Retail $Cost $W/S Profit $R/P Profit Remark


size
Size AUS$ AUS$ Margin AUS$ Margin
Concentrate Moisturiser
% %
Purely Ageless 50ths 50 ml 6.00 15.00 60.00 29.90 79.93
Advertisement and PR Plan
Oct Nov Dec Jan Feb Mar
PR Activity + W W W WW W W W WW W WWW W WW W WW WWWW
Advertisement 1 2 3 41 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
Banner+ In store Ad. X X X X X X X X X X X X X X X X X X X X X X X X
Light Box X X X X X X X X X X X X X X X X X X X X X X
Booth X X X X X X
Leaflet X X X X X X X X X X X X X X X X X X X X X X X X
Soft Opening X
Thank you Party X X
Grand Openning X
2 months Promotion X X X X X X X X X X X X X X X X X X X X X X X X
Event Promotion X X X X
Newspaper X X X X X X X X X X X X
Magazine X X X X X X X X X X X X
Video X X X X X
Road Show X X X X X
Troop X X X X X X X X X X X X X X X X X X X X X X X X
Online Influencer X X X X X X X X X X X X
Contingency
plan

The contingency plan for our


product will be focused on
number one organic skin care
products for menopause
customers. However, Sukin will
seek to continue innovating with
their products looking forward to
meet the customers’ needs,
expectations and desires.