NatureCare Products

Company Information

NatureCare Products is based in Brisbane, Australia. The company manufactures and retails eco-friendly, high quality beauty skin care products. The business was established in 2011 to cater for a perceived demand for skin products that contain eco-friendly and natural ingredients. The company also has an emphasis on eco-friendly packaging.

Currently the business is selling its products through a limited number of health stores in Brisbane but would like to expand within Brisbane, as well as interstate. It has a web site but no shopping cart. The web site does not appear to be frequently visited, which appears to be due to a lack of SEO optimisation.

NatureCare Products' overall business objectives for the next three years are to increase sales and create brand awareness.

The company currently has a range of products that includes:

Cleansing creams to soothe skin during make-up removal. Primary ingredients include Shea butter to nourish the skin and plants extracts that are also rich in essential oils with regenerating and anti-inflammatory properties.This product will be for delicate and mature skins and could also be used as a baby cream.

Multi Protection Day Moisturizing Creams for dry to normal skin types that help protect the skin during the day and includes Shea butter and extracts from fragile green algae that provides hydrating and protective properties.

Regenerating facial scrub to clean off dead skin cells to promote regeneration of healthy new cells. This product will be used for most skin types.

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

The company's target customers are those that want high quality, eco-friendly products. The consumer profile identified for the target group are professional women aged 25 to 55. The intended strategy of the company as identified in its Marketing Plan is niche marketing to the target group based on positioning the products as high quality and eco-friendly.

Currently, with the products only sold in a few health stores across Brisbane, total sales are fairly small. NatureCare Products also wishes to creat awareness of its products amongst consumers and to position itself as a quality product against similar products. The price for the product will be around the same as competitors' prices for similar products.

The management team has also advised that it definitely wishes to improve its online marketing and is interested in using social media for promotional activities, as well as national and local business networks such as the local Chamber of Commerce.

Marketing Objectives

Increase awareness of NatureCare Products by 10% as measured by:

10% increase in website visits

10% increase in email enquiries

10% increase in sign up to monthly newsletter

20%. Increase in the number of people who make a purchase from the online store.

These marketing objectives support the company's overall business objective of increasing sales 15% every calendar year.

Current Pricing Strategy

Offer quality products at a premium price

Current Promotional Strategy

Previously relied on web site only. A Facebook page has now been established. Also sending out a monthly newsletter, as well as blogging to improve SEO.

Current distribution strategy

Offer products through online shop and in health food stores in Brisbane

Identified marketing budget: 2% of sales

Number of customers visiting web site

Jan

Feb

March

Number of web site visits

20

30

50

Number of email enquiries from customers about products

10

15

30

New Newsletter sign ups

1

1

1

Sales

Jan

Feb

March

Store sales

$5,000

$7,000

$7,000

Online sales

$20,000

$21,000

$20,000

Total sales

$25,000

$28,000

$27,000

Market research: customer survey

A market research survey undertaken by an external market research company showed that 4 out of 30 customers interviewed recognised the NatureCare Products brand.

Marketing intelligence

Eco-friendly lines have stimulated demand in an industry otherwise considered mature and saturated in nature.

There is a demand for organic, natural skin care products from some overseas countries including a number of South East Asian countries.

Account Management Plan

Client: NatureCare Products

Client profile

Brand

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Products

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Business environment

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Objectives

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SWOT analysis

Perform a SWOT analysis on the company and its products.

Communication

Establish the company's preferred communication channels.

Management requirements

Describe the relevant legislation, regulations and organisational policy and procedures for management of the account. This should include a summary of how contract law applies to account management.

Strategy

Describe the overall marketing strategy.

Marketing Plan

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Resources

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Budget

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Internal specialist requirements

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External specialist requirements

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Performance indicators

Describe at least six common industry account management performance indicators

Identify at least three performance indicators that are appropriate for the client.