^{NatureCare Products is based in Brisbane, Queensland 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. There is also 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.}

^{NatureCare Products has a website but no shopping cart. The website does not appear to be}

^{frequently visited which appears to be because of a lack of search engine optimisation (SEO).}

^{Its overall business objectives for the next three years are to increase sales and create brand}

^awareness.

^{The company has a range of products currently that include:}

^{Cleansing creams to soothe skin during make-up removal. Primary ingredients include Shea}

^{butter to nourish the skin and plant extracts that are also rich in essential oils with regenerating}

^{and anti-inflammatory properties. This product will be for delicate and mature skin and could}

^{also be used as a baby cream.}

^{Multi Protection Day Moisturising 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 - 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.}

^{Being a new company, NatureCare Products has a limited budget for promotional activities and}

^{wishes to focus on promotional activities that are the most effective but that do not require a}

^{large budget. A budget of $5,000 has been allocated to some initial promotional activities.}

^{The management team of NatureCare Products has advised that that the objectives of}

^{conducting promotional activities is linked to an overall business objective of increasing sales}

^{revenue by 50% in the next 12 months. Currently with the products only sold in a few health}

^{stores across Brisbane, total sales are fairly small. NatureCare Products also wishes to create}

^{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.}

^{The company currently includes the following staff: CEO, Marketing Manager, Operations}

^{Manager, Marketing Officer and two administration staff.}

Task:

1) Assess how the following promotional activities could be used to support the

marketing objectives, including the pros and cons of each option:

• Advertising (radio, television and newspapers)
• Social media marketing
• Media announcements, including social media announcements
• Product launches/special events/networking events
• Web pages.
• Direct marketing.

2) Identify at least three business networks could be helpful in building business.

Outline how they could be beneficial to the business.

3) Decide on two or three promotional activities that you think NatureCare

Products should undertake, keeping in mind the management team's wishes and

budget. Include your reasons for identifying the activity as suitable.

4) For each of the promotional activities you have identified as suitable, document

the promotional objectives. The promotional objectives should be SMART

objectives.

5) Identify and outline how the proposed promotional activities will meet the

NatureCare Products Marketing Policy and Procedure.

6) Create the brief in a professional format ensuring that you provide an

introduction to the report, including a summary of the organisation's overall

objectives and how they relate to the marketing objectives.

7) Develop an action plan using the template provided by your assessor to set out

how your recommended promotional activities will be actioned. See sample action

plan for guidance with marketing.