Question
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
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
Give a summary of the company's brand image
Products
Describe each of the client's products
Business environment
Describe most important characteristics of the client's industry, including industry trends
Objectives
Describe the company's business objectives.
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
Propose events and campaigns for the client. Include timelines for each.
Resources
Describe what resources will be required for the proposed events and campaigns.
Budget
Itemise the events and campaigns budget requirements.
Internal specialist requirements
Summarise the requirements of at least two internal personnel and at least two external specialists who will be involved in the proposed events and campaigns.
External specialist requirements
Summarise the requirements of at least two internal personnel and at least two external specialists who will be involved in the proposed events and campaigns.
Performance indicators
Describe at least six common industry account management performance indicators
Identify at least three performance indicators that are appropriate for the client.
Step by Step Solution
There are 3 Steps involved in it
Step: 1
Get Instant Access to Expert-Tailored Solutions
See step-by-step solutions with expert insights and AI powered tools for academic success
Step: 2
Step: 3
Ace Your Homework with AI
Get the answers you need in no time with our AI-driven, step-by-step assistance
Get Started