Marketing Plan Briefing Report Template

This document is Briefing Report Template
It is part of the supporting resources for Assessment Task 2 of BSBMKG609.
NatureCare Products
Marketing Plan Briefing Report
Introduction
This report is documented to provide an overview briefing for the Marketing Plan for
NatureCareProducts, that is based in Brisbane, Queensland, Australia. The report focuses on
outlining the current trends and development in the cosmetics industry and competitors, and the
potential new and emerging market opportunity for the business. It summaries the current
target group, the internal and external factors affecting the plan and company, and the various
marketing opportunities available along with the marketing strategies, tactics and measures of
success to monitor the marketing performance. This report is efficiently based on the overview
of the company and its organizational strategic and marketing objectives for the year 2018.
Market overview
Trends and Development in the cosmetics industry
Cosmetic Skin Market is primarily driven by rising demand for natural active ingredients based
cosmetics that are finding favour among health and environment conscious consumers. Beauty
and personal care in Australia registered a value growth being largely worth $4.98 billion as of
2015. It is projected to grow at CAGT of 9.31% to reach $7.76 billion by the end of 2020.
Growth in the cosmetic skin care market is expected to be fuelled by the continuous innovation
and development of more effective anti-aging and sun protection products in the future. The
trends for cosmetics include lasting power and new colour palettes, increasing market share for
ethnic products, sun protection, and increased preference for vegan, organic and natural beauty
products to mitigate harmful effects of pollution, sun, dust, and harmful ingredients. Advances
in technology and high demand for natural anti-aging products have influenced the
manufacturers to introduce new active ingredients which promise more dramatic results.
Potential New and Emerging markets

The demand for cosmetic skin care market is on the rise with growing interest in grooming
among the young generation in different countries across the world. Youngsters opt for skin
brightening or skin whitening creams or lotions. The changing lifestyles of consumers in
developing markets, increase in per capita income, and rising awareness about beautification
are contributing to the growth of overall cosmetic skin care industry, which in turns provide
enormous benefits to cosmetic skin care product manufacturers. The trend toward natural
products are projected to create more market opportunities for natural and active cosmetic
ingredients such as botanical extracts, enzymes & amino acid. In addition, rising number of
retail outlets and strengthening retail network has enhanced the cosmetic skin care market.
Competitors
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Competitors include luxury brands like David Jones and Myers, Sephora, La Prairie, Dior,
Clarins, Guerlain, Clinique, Lancôme, Estee Lauder that have entered into Australia to
represent a living standard and a correspondingly high purchasing power. L’Oréal Australia
remains the leader in skin care in 2012, with a 10% value share. The manufacturer’s brand
portfolio is extensive and reaches all skin care product types. L’Oréal Paris, Garnier and the
Body Shop cater to the mass market, while Lancôme and Biotherm provide good coverage of
the premium skin care market. Other prominent and emerging competitors with a creative
portfolioinclude Procter & Gamble, Avon Products, Revlon Inc., Oriflamme Cosmetics,
Unilever, The Estee Lauder Companies., etc.
Current customer profile
NatureCare Products focus solely on the female market. The current report for the Company’s
Cosmetic Customers shows the following demographic of the customer’s profile:
 46% of customers have some college

 39% are college graduates and youngsters
 63% are married women
 32% have an annual income between $40,000 and $79,000
 26% have an annual income less than $40,000
 70% of professional woman aged 25 to 55.
 10% of professional men aged 20 to 45
 Health Stores and Lifestyle Retailers
 Customers who want to try eco-friendly and natural ingredients based products.
 Customer who value ethical and sustainable practices and organic attitudes.
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SWOT analysis
Outline each of the business’ Strengths, Weaknesses, Opportunities and Threats in the table
below.
Strengths Weaknesses
 Eco-friendly, high quality skin care  High prices than competitors
products  Limited product portfolio and
 Eco-friendly packaging marketing
 Motivated staff and effective service  Recruiting & retaining quality
 Good reputation in the market employees
 Niche marketing and positioning  Less potential for sales and growth
 Strong financial position and budget due to less promotion and retail
 Effective promotional activities outlets
 Less market shares for the company.
Opportunities Threats
 Extend products to more retail outlets  Competitors i.e. Jurilique and Botani
 Establish SEO & have social media  Customer loyalty due to less products
presence  Changes in legislation and Law
 Develop new products for existing  Changes in trends and customer tastes
markets  Cash flow problems and operating
 Launch products in international costs
markets  Increased dependencies on specialty
 Seek to create market in Japan stores
 Increase website visits by good
strategies
 Renovate the website to make it
creative
PESTLE Analysis
 Political Factors
 The political factors include the rules and policies of the government in which the
company is working. As the manufacturing company is based in Brisbane, Australia, so
the governmental policies of Queensland, Australia affect the company. With the
attempt of globalization, the political factors have a positive role in the cosmetic
industry for NatureCare Products. The relevant legislation to NatureCare Products
includes WHS, Cosmetic regulations and policies, Packaging and Labelling Laws,
GFC, Environmental Law, Funding Laws, Equal Employment Opportunity, Product
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Liability Regulation, Anti-Discrimination, Australian Consumer Law, Privacy Law,

Spam Law and Intellectual Property Law. Ethical practices such as fair trade.
 Economic Factors
 This includes the purchasing power, the income of the consumer and the overall
economy of the state. The price of products at the company are higher than that of the
competitors. The GDP of the state is the main factor contributing the business of the
company and the expansion of the products to Japan will also provide more
opportunities and affect economy. Consumers want to pay for products that have
superior quality and follow sustainable practices. The Australian economy remains
cautiously optimistic but growth is forecast across the economy at a modest 2-3%.
Victoria, Queensland and Melbourne are forecast to grow. In Japan, there are more
chances of the product’s sales and will positively affect the business as a whole.
 Social Factors
 The social factors encompass the technical trends in the society, which are more
interested in fashion trends and ethnic products, and have increased preference for
vegan, organic and natural beauty products to mitigate harmful effects of pollution, sun,
dust, and harmful ingredients. Youngsters opt for skin brightening or skin whitening
creams or lotions. The changing lifestyles of consumers in developing markets, increase
in per capita income, and rising awareness about beautification are contributing to the
growth of overall cosmetic skin care industry, which can provide benefits for
NatureCare Products. Ethical issues are obligatory which include use the use of natural
and herbal ingredients to make the skin care products.
 Technological Factors
 Technology can increase the ways of work, organizing and increasing productivity.
New market opportunities created by the Internet, information and technology, and
social networking technologies can continue to evolve and provide new challenges and
opportunities for the company. NatureCare Products will continue with its effective
website for e-commerce and will focus on social media presence and establishing SEO
to reach its target markets. Technological trends such as Big Data, Social media
campaign, etc. provide chances. The company is prone to innovation and will look
towards complying with contemporary trends and focus innovation.
 Legal Factors
 There are several competitors for the company in the Australian and International
market. In order to maintain the graph of success for NatureCare Products, it is essential
to fulfil all the legalities of the state, Queensland. It will consider all the legal aspects
and obligations and ensure that all licences and permits are obtained for the various
operations and functions of the business, ensuring it complies with all the relevant
mandatory requirements. The necessary licences and permits include Resale Certificate,
Australian Business Number, Payroll Tax, Goods and Services Tax, Fringe Benefits
Tax, Trademarks and Intellectual Property Rights, and Fair Work Act. It will comply
with the ever-changing legal regulations and policies for the state.
 Environmental Factors
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 Environmental concerns include water saving and using sustainable and eco-friendly
products and packaging for company. The environmental factors encompass various
global environment safety laws that must abide by the global standards. NatureCare
Products is obliged to take part in the global action to make the planet a beautiful and
pollution free. It is a good strategy to consider this factors while determining the
policies for the company, for present and for future contemporary trends. The company
already focuses on eco-friendly, high quality natural skin care products, and will also
focus on eco-friendly packaging and practices which saves water.
Marketing opportunities
Three potential marketing opportunities for NatureCare Products that align with objectives are:
1. Establish SEO and create social media page
The company can establish and review search engine optimizations and use social media to
generate sales. The company can use social networking sites such as Facebook, Twitter,
Instagram and YouTube to create accounts and pages to update new information, post tweets
about the company’s events, post links to the company’s website and information about the
products, and upload and share videos releasing the various skin care products for the
consumers. The opportunity will provide benefit to reach the objective of increase the number
of people making purchase on the online store by 20%, increase product awareness amongst
the target market by 20%, increase the market share to 15%, and to increase annual income.
Risks include: identify profile or account hacked, viruses and malwares, lack of control over
corporate content, development issues, and scams and frauds resulting from these tactics.
2. Enter international market in Japan
The company can expand the market for its skin care products globally, especially Japan which
through research has shown good opportunity for natural ingredients based products and a
similar consumer group as of Australian, being middle-aged and older women who seek
functionality and higher-value added item. The company can negotiate with a person in Japan
or a retail outlet and reach an agreement to export its eco-friendly high quality skin care
products to the Japanese economy. It can remove barriers of limited revenue and open new
door for market and consumer profiles. It contributes to the objectives of increase the market
shares to 15%, expand into at least one international market, and attain annual growth of
10%.Risks include: regulatory obligations, natural hazards, failure to complete project due to
failure of financing, design or planning, political unrests, changes to tax and currency/cost
fluctuations.
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3. Developing new skin care products for company portfolio
The company can use the Ansoff Matrix component of Product Development & Diversification
to develop new skin care products for a creative company portfolio like its competitors, and
focus on a range of products to meet particular skin needs rather than a one-size fits all. With a
good reputation in the Australian market, the company can develop new skin care products and
position them in new markets, locally and internationally. The company can hence have a more
competitive advantage and attain more values. It contributes to objectives of increase market
share to 15%, identify new products and new markets, and to attain growth of at least
10%.Risks include: products having too many features, zero tolerance of failure with projects,
losing opportunities by sticking to the development plan & increased costs for Product
development.
Marketing strategies
Feasible Marketing Strategies that can be implemented for the marketing opportunities are:
1. Promote the stores and the company over the Social Media Page
2. Invest in advertising over displays, banners and signs
3. Distribute promotional materials such as products leaflets and brochures.
4. Insert newsletters in local publications.
5. Provide information sessions for clients, suppliers and stakeholders
6. Launch new products at organizational meetings or at trade shows.
7. Media releases, articles and media background information
8. Find new Australia and Japan markets for the existing and new products
9. Provide transactional marketing via shopping coupons, discounts and huge events.
10. Invest in developing new products for the company and launch in the market segment.
These marketing strategies will provide enormous benefits for NatureCare Products which
include brand awareness, increase in market revenue and profits and enhanced customer
satisfaction for the consumer of the skin care products. The company can also achieve the
strategic organizational and marketing objectives and assist the company to increase the market
share & attain annual growth of at least 10% with revenue. Furthermore, the company can
attain its vision to be a market leader for providing high quality, sustainable skin care products
and enable publicity to more customers and allow potential for loyal customer base.
Marketing tactics
The actions/tactics will be carried out as per the action plan for the NatureCare Products
Marketing Plan. Key Performance Indicators will be set in place to measure the progress and
performance of each of the actions and to ensure that they are in line with the organizational
policies and marketing objectives. Employees in the overall organization will be provided with
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effective training and coaching and be given the adequate information of the expectations,
standards, policies and procedures via meetings, newsletters and emails to ensure they have the
appropriate information about the legislative requirements and constraints and the sustainable
practices to follow. It is vital to ensure that the team members have the adequate expertise and
knowledge, and understands the tasks, and their position.
Monitoring and evaluation will be conducted regularly and self-monitoring will be encouraged.
Employees will be motivated to ensure that the plan and its implementation meets the right
criteria and the strategic goals and objectives of the marketing plan and overall organization.
The plan will ensure all the legal and ethical considerations & requirements in implementation.
Marketing performance
Monitoring and evaluation will be conducted regularly and the action plan will be used to
determine timeframes of evaluation to determine the length of implementation and the overall
program. Sales reports, deadlines met, increase in revenue customer base and improvement in
gaining loyal customer are to be monitored and evaluated regularly on a daily/ weekly basis.
Any potential for improvement or development needs will be considered to continue with the
work more effectively and reduce issues that are creating a barrier to implementing the plan.
The performance of the plan and the marketing can be measured using these benchmarks:
 Traffic and customer base

 Financial improvement/ sales
 Customer satisfaction/loyalty
 Rate of inventory turnover
 Enhanced corporate image and reputation
 Social media and website analytics
 Customer Acquisition
 Lead Management/ Nurturing
 Entrance in International Market
SMART Goals and key performance indicators will be set to guide employees about their
expectation and an action plan will be developed to keep record of job roles key person
involved and the budget to maintain. An open-door approach is implemented to encourage
employees to regularly communicate and consult with the co-workers and the senior
management to gain performance appraisals and feedback. The performance of the marketing
strategies and approaches will be reviewed and monitored in formal meeting, every 3 months.
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Strategies to increase organizational expertise or resources to address gaps in currently

capability and marketing objectives
Employees in the overall organization will be provided with effective training and coaching
and be given the adequate information of the expectations, standards, policies and procedures
via meetings, newsletters and emails to ensure they have the appropriate information about the
legislative requirements and constraints and the sustainable practices to follow, ensuring that
customer service and efficient and high quality products are provided to the customers of
NatureCare Products. This will ultimately increase market share and improve customer base.
Engagement with internal and external customers will focus on eliminating discrimination and
providing equal opportunity for staff/ team members and consumer rights for customers.
The company will analyse the organization’s strategic goals, determine competencies required
to attain those goals, conduct a talent assessment of employee population, perform a labour
market analysis, and identify the gaps between the current capabilities and the needs. The
strategies also include budget allocations, introducing products and perform a SWOT analysis.
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Marketing Plan Briefing Report Template

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This document is Briefing Report Template

It is part of the supporting resources for Assessment Task 2 of BSBMKG609.

Marketing Plan Briefing Report

Potential New and Emerging markets

Current customer profile

 46% of customers have some college

Liability Regulation, Anti-Discrimination, Australian Consumer Law, Privacy Law,

1. Establish SEO and create social media page

2. Enter international market in Japan

3. Developing new skin care products for company portfolio

 Traffic and customer base

Strategies to increase organizational expertise or resources to address gaps in currently

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