NatureCare 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. There is also an emphasis on eco-friendly packaging.

NatureCare Products' current Strategic Plan identifies that its vision is to be a market leader for providing

high quality, sustainable skin care products.

Its organisational objectives are to:

To be a high performing profitable business

To be a leader and innovator in natural, eco-friendly cosmetics

To attract, engage and develop the best staff

It has identified its major competitors as being Jurilique and Botani and is currently working on positioning

itself against this strong competition. The prices of its products are slightly higher than major competitors.

The organisation currently consists of the CEO, Operations Manager, Sales Manager, Marketing Assistant,

Customer Sales Officers (5) and Administration staff (3). All the positions are based in the office in Brisbane.

The company's current range of products include:

Cleansing creams to soothe skin during make-up removal. Primary ingredients are Shea butter to

nourish the skin and plant the skin, and plant extracts rich in essential oils with regenerating and

anti-inflammatory properties. This product is for delicate and mature skins and can 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. It contains 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 can be used on most skin types.

The company has become well established in the Australian market and sells its products in health stores

across the country. However, the company wants to widen its range of retails outlets with other outlets that

reflects its desired positioning.

It also sells its products online through its own web site, although there is no SEO, and no social media

presence currently.

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.

The current strategy of the company as identified in its latest Marketing Plan is niche marketing to the target

group based on positioning the products as high quality and eco-friendly.

With regard to the marketing of NatureCare Products, the company is reasonably happy with sales through

the web site but would like to do more in the future, for example, through reviewing search engine

optimisation and to use social media to generate sales. The company is in a strong financial position and

has a budget of around $150,000 for marketing for the upcoming financial year.

The company would like 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. 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. The company has also

decided to target essentially the same group of consumers as for the Australian market, as it has identified

that a key group of consumers in Japan for cosmetic products are middle-aged and older women who seek

functionality and higher-value-added items.

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 management team of NatureCare Products has advised that its primary marketing objectives are:

Increase the number of people who make a purchase while visiting the online store by 20%.

Increase the number of retail outlets selling NatureCare Products by 150.

To increase product awareness amongst the target market by 20%.

To increase market share to 15%.

To expand into at least one international market.

To identify new products and new markets.

To attain annual growth of at least 10% over the next three years.

Regarding market trends, the following have all contributed to the growth in popularity of natural-based

personal care products:

health warnings

environmental concerns

ethical concerns

therapy awareness

organic attitudes

It is predicated that natural/organic skincare, hair care and cosmetics sales will continue to grow strongly in

the retail sector. Cosmetics in general are also still growing strongly.

develop a market plan briefing report (based on above information and in below format)

Marketing Plan Breifing Report

NatureCare Products

Marketing Plan Briefing Report

Introduction

Include an introduction to the briefing report to explain its purpose.

Market overview

Discuss trends and development in the cosmetics industry and competitors. potential new and

emerging markets, competitors and any other relevant factors.

Current customer profile

Describe current target group.

SWOT analysis

Outline each of the business' Strengths, Weaknesses, Opportunities and Threats in the table below.

Strengths Weaknesses

Opportunities Threats

PESTLE Analysis

Identify relevant PESTLE components and explain the business impact.

Marketing opportunities

Discuss at least three marketing opportunities for the company based on the SWOT and PESTLE

analysis.

Include an evaluation of each of the three options, including a review of any possible risks for the

marketing opportunity identified and likely returns in regard to revenue and/or profit.

Marketing strategies

Identify and report on marketing strategies that could be used. The marketing strategies you develop

must:

Address the four p's of the marketing mix in accordance with the organisation's marketing

objectives, including desired positioning.

Align with organisational strengths as per the case study information

Be relevant to the marketing opportunities you have identified

Be consistent with NatureCare's ability to implement such marketing strategies given the

information provided in the case study.

Consistent with existing staff resources and budget.

Marketing tactics

Identify and report on marketing tactics for each of the identified strategies including:

An explanation of marketing tactics and rationale for such.

Timing of the marketing strategies, staff roles and responsibilities and costs involved.

Recommended coordination and monitoring mechanisms that will be used to ensure that the

marketing tactics are implemented as required and according to timelines.

How the proposed marketing tactics are achievable within the available budget and staff.

Marketing performance

Identify and report on how marketing performance will be measured against marketing objectives,

including a description of the marketing metrics that can be used and rationale for this specific

approach to reviewing marketing performance.

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

capability and marketing objectives

Develop and report on strategies that can assist in increasing organizational expertise or resources to

address gaps in currently capability and marketing objectives as per the case study information

provided.