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
The purpose of this report is to propose marketing strategies and tactics for inclusion in a
Marketing Plan for NatureCare Products.
Nature Care Products is based in Brisbane, Queensland Australia. It commenced business in
1996, manufacturing and retailing eco-friendly, high quality beauty skin care products. The
business was established to cater for a growing demand for skin products that contain eco-
friendly and natural ingredients that provides high quality, sustainable skin care products.

The Purpose of the business is:

 To be a high performing profitable business.
 To be a market leader for providing high quality, sustainable skin care products.
 To be a leader and innovator in natural, eco-friendly cosmetics.
 To attract, engage and develop the best staff.

Market overview
The main objective of Nature Care Products is to become in the number one retail store
company in Australia, by selling the highest quality and better price natural products, using
ecofriendly manufacture processes, expanding its product range in 10 % and having a
minimum customer satisfaction of 95%.

It has identified its major competitors as being Jurilique and Botani and is currently working on
positioning itself against this strong competition. In addition,other 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 strategic objectives of Nature Care are to:

 Expand the market in 20%, opening a new retail shop in Melbourne, Sydney and
Brisbane.
 Achieve 100% ecofriendly suppliers to guarantee high quality products.
 Sustain a customer satisfaction rate of 95%.
 Expand product range to attract more customers.
 Improve the management processes and training within the organisation.
 Have sufficient store space to accommodate the range of products according with the
expected demand.

The company is also interested in expanding overseas. Research has identified that Japan may
represent a good opportunity for the company, as it has been identified there are good
opportunities for products made from natural ingredients. Regarding the company’s current
promotional activities, successful promotional activities have been advertisements on the
Australian body + soul web site and in the Natural Health magazine. There have also been in-
store promotions with the focus on high quality products for women. The company would like
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This document is Briefing Report Template
It is part of the supporting resources for Assessment Task 2 of BSBMKG609.

to add more products over time and is focussed on a range of products to meet particular skin
needs rather than a one-size fits all.

Trend of Australian Health and Beauty

The Australia beauty and personal care products market is forecasted to reach USD 6.7
billion by 2025 growing at a CAGR of 4.48% during the forecast period (2020 - 2025).

 Due to high disposable income, Australian consumers spend highly on beauty and
personal care (color cosmetics and skincare in particular). Companies are mainly
targeting the millennials, as they tend to follow trends in the industry closely and
make frequent purchases based on new product claims and application methods.
 With consumers increasingly turning to the internet for advice on beauty and personal
care products, the influence of digital channels has grown lucratively. The purchasing
decisions of consumers in Australia are highly influenced by social media, as they
follow vlogs, bloggers, and influencers for the information on products and
application techniques.

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.  

Current customer profile

The company targets customers that want high quality, eco-friendly products. Market research
has identified that around 70% of customers are professional women aged 25 to 55.

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This document is Briefing Report Template
It is part of the supporting resources for Assessment Task 2 of BSBMKG609.

SWOT analysis
Outline each of the business’ Strengths, Weaknesses, Opportunities and Threats in the table
below.
Strengths Weaknesses
 The company produces high quality eco-friendly  The company has a
products. limited product range.
 Well established in Australian market and sells its  Doesn’t produce range
products in health stores across the country. of products for men,
 Strong financial position and can afford up to $150,000 to infants and teens.
expand its business.  The company also
 Sells products online. doesn’t produce sun
screen lotions or creams
in a country like
Australia where the
temperatures are too
high in summer.

Opportunities Threats
In regards to the recent researches in the international market,  As the marketing
the marketing manager has found that there is a good market manager of this
in JAPAN; company, I discovered
that there are new
 As of the recent population statistics of Japan, its competitors in the
population is approx. 126.4 million, out of which female market namely
population accounts to 64.9 million whereas male JURILIQUE and
population is 61.5 million. BOTANI which produce
 As our  company  targets  women  aged  25-55  yrs,  the same kind of
the  population  of  the  women  in  these  ages  is around products.
42 million which makes JAPAN a huge market.  Based on the recent
stats, these companies
are well established as of
now and are financially
stable as well.

PESTLE Analysis
Identify relevant PESTLE components and explain the business impact.
Political
The political factors include the rules and regulations of the country in which the company is
working. As the company is established in Australia, it has to abide by the political laws of
Australia.

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© RTO Works 2019
This document is Briefing Report Template
It is part of the supporting resources for Assessment Task 2 of BSBMKG609.

The political aspects in Australia would have a positive effect on the nature care products as
the government is committed for the sustainability of the companies and the environment. The
most recent elections resulted the Liberal Government which is very much for the business
growth and had been facilitating the small to large enterprises by tax cuts and other facilities,
which would be encouraging for the nature care future investment of $150,000.

Economic
The economic factors include the exchange rates in the state where the company is working.
Australia has a large economy with a per capita GDP on par compared to other western
European countries. Australia has high natural resources and also encourages foreign
investments. The Australian economy grew for 17 consecutive years before the global financial
crisis.

Social
The social factors highlights the practical trends in the society. The modern society is more into
the skin care eco-friendly products to maintain their skin with a decent hygienic practice. The
society tends to use the finest and natural means to protect their skin in this atmosphere. The
company nature care manufactures products that are significantly sustainable and natural. In
regards to the view and thinking of today’s generation towards the skin care, nature care
products have a higher demand comparatively to other products in the market. Mostly, the
women aged 25-55 years are likely to be the most interested.

Technological
Technology has its own impact in today’s world in all the areas of life. In a company like
nature care, trust and recognition play a major role in the progress and development of the
company. The company is always looking forward to develop its products and rather introduce
new products to meet the requirements of the customer and satisfy them accordingly. With the
help of technology, it is quite easier to develop a good relationship with the customers.
Technology provides a basic mean in between the company and the customers making it easy
for them to access all the newer products and upgraded information of the products. The
company’s website is easily accessible by any individual and the technical team of the
company always strives forward to keep it up to date with no errors and defects.

Digital Marketing trends

Legal

Nature care Company has grown big very fast and also has developed a few competitors in the
process. So in order to stay in the market and maintain its profits and not lose their customers,
it needs to follow all the legal legislations of the country in which it is established. The people
of today’s generation are very much aware of the legal aspects. As the company is bound by a
few rules and regulations, it’s very important to meet all the requirements and thereby develop
their products satisfying all the legal legislations.

Environmental
There are various environmental safety laws that needs to be abide by the global standard
business. The global environment has now taken initiatives to make our world pollution free
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© RTO Works 2019
This document is Briefing Report Template
It is part of the supporting resources for Assessment Task 2 of BSBMKG609.

and environmentally safe and sound. Most of the multinational brands are playing their role to
support world’s environment.
Thus Nature Care as describes its products being nature and eco-friendly should play its
significant role by following environmental norms.

Marketing Opportunities

Three potential marketing opportunities for Nature Care Products based on the SWOT and
PESTLE analysis 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.

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%.

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© RTO Works 2019
This document is Briefing Report Template
It is part of the supporting resources for Assessment Task 2 of BSBMKG609.

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.

Organisation’s marketing objectives-

 Differentiated marketing strategy
 Product strategy
 Pricing strategy
 Distribution strategy
 Promotional strategy

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
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

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This document is Briefing Report Template
It is part of the supporting resources for Assessment Task 2 of BSBMKG609.

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.

Action Plan for the Marketing Tactics for NatureCare Products

Action/ Tactic Time/ Date Roles and Budget/ Resources
Responsibilities
Develop 27 November 2017 CEO & Formal Meeting
marketing plan & Operations
communication Manager
channels for
markets
Set SMART 28 November 2017 Operations Formal Meeting
goals, Key Manager &
Performance CEO
Indicators and
create budget
Create a 01 December 2017 Administration Internet/ Laptop
YouTube or a Staff
Twitter Account
Create a 05 December 2017 Administration $4,500
sponsored Staff
Facebook and
Twitter page
Renovate the 14 December 2017 Sales Manager $18,000
existing e-
commerce
website
Contact a web 19 December 2017 Marketing $4,000
developer to Assistant
create SEO on
Google
Provide training 01-01-18 to 09-11-18 Operations $9,500
to staff members Manager
Attend trade 02-01-18 to 04-01-18 Customer Sales $10,000
shows and Officers
promotional
events.
Contact suppliers 11 January 2018 Operations Telephone
to provide new Manager
ingredients for
new products
Insert company 15 January 2018 Marketing $15,000
newsletters in Assistant
local publications
Distribute 16 January 2018 Customer Sales $10,000
promotional Officers
materials (leaflets
and brochures)
Advertise over 22 January 2018 Customer Sales $25,000
displays, banners Officers
and over
television
releases
Contact more 23 January 2018 Sales Manager/ $2,000
retail outlets to Staff
sell NatureCare
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© RTO Works 2019
This document is Briefing Report Template
It is part of the supporting resources for Assessment Task 2 of BSBMKG609.

Products
Start social media 23 January 2018 Administration Internet/ Laptop
releases, Staff
publishing and
update posts.
Contact Karter 01 February 2018 Sales Manager/ $5,000
Lee in Japan to M Assistant
launch new
products.
Negotiate export 05 February 2018 CEO & $11,000
policies and Operations
obtain licences Manager
for market in
Japan
Review and After every 3 months CEO & Formal Meeting
monitor the Operations
progress Manager

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.

Strategies to increase organizational expertise or resource 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
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© RTO Works 2019
This document is Briefing Report Template
It is part of the supporting resources for Assessment Task 2 of BSBMKG609.

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.

https://www.urgenthomework.com/sample-homework/marketing-plan-research-project-task-2

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