Jurlique Manufactures And Retails Marketing Essay

Jurlique Manufactures And Retails grocery storeing EssayProfileFounded in South Australia by a chemist and a horticulturalist in 1985, Jurlique manufactures and retails the purest, most powerful scrape carry off intersection points. The organic and biodynamic farm system, which was built to harvest materials for manufacture products, offers the values of providing nature, fresh and sustainable ingredients of products. All kind of tegument c atomic number 18 products including body c ar, shampoo, shower gel and essential cover with four fragrances, namely rose, lavender, citrus and jasmine are available. Jurlique has expanded to over 20 countries. They insist to manufacture products by means of with(predicate) eco-friendly process and regularly attend activities of environmental protection. (Jurlique 2012)MissionManufacture purest products which are made of completely organic and biodynamic materials without any chemical added. (Jurlique 2012)Company setJurlique offers pure and harmless products to help skin become more beautiful with affordable price. Customers get out be impressed with the high quality of products and fresh fragrance.SWOT Analysis2.4.1 StrengthsWith own organic farmland, sources of materials are sustainable to maintain stable product line. (Adriana Noton n.d.) growths, which made from natural ingredients, are harmless to health with high skin care efficiency.Jurlique has worldwide presence in Asia- peaceful, Europe, North America and South America. (Jurlique 2012)Good reputation imputable to the contribution of environmental protection.The products are suitable to sensitive skin with hypoallergenic ingredients. (Adriana Noton n.d.)2.4.2 WeaknessesLack of differentiation from other competitors.2.4.3 chanceAs organic products are emphasized recently, customers tend to buy nature products which are not perverting to health.The brand awareness has been enhanced in Australia.Customers gradually find out the marvellous efficiency of v ictimisation natural products. (Adriana Noton n.d.)2.4.4 ThreatsThere are a lot of competitors much(prenominal) as LOCCITANE, The Body Shop and Aesop, etceteraMore and more pretenders try to produce similar products and pronounce the same advantage of organic ingredients. (Adriana Noton n.d.) advertize Objective3.1. The immediate sales1. Trying to grab the floating profits like impulse or unplanned procure. 2. Fulfilling the sales function by represent the youthful product for existing consumers who eatbuilt the brand loyalty already.3. To remind the consumer to purchase this new product.3. 2. The short-term goal1. This publicise track down would reenforce the original brand image by food market extension.2. It also would enhance the product expo surely relative frequency to strengthen the brand or productrecognition and ordinaryity which lead to repeat purchase.3. The push advocates the green, organic, thinking(a) sustenance style rather than a single perfumebrand.3. 3. The long-round aims.1. Make the consumers add the whole bunch of reliance credits in our brand equity account.2. Trying to generate the new demands in existing market and get more market cares in this nichemarket.3. Increasing the wide acceptance of our brand.Target MarketSegmentation4.1.1 Geographic- This new product-Essential petroleum perfume entrust be frontmostly launched in Australiawhere is the birthplace of Jurlique. We lead run this product in flagship store of Brisbane, Sydney, Melbourne, Adelaide and Perth where have a large sum total of population and latent opportunity to promote it.4.1.2 Demographic- The target market pull up stakes focus on females whose ages from 20 to 35 ageold due to the fact that they have the most powerful ability of purchase. According to Australian billet of Statistics (2011), there is the highest population of female in the age level of 20 to 35.4.1.3 Psychographic- Fol get-going the changes in the whole world, the concept of mos t masseshas been changed. Especially, people are taking notice of the ingredients of cosmetics. Hence, they do gradually tart on the natural, eco-friendly and organic product.4.1.4 Socioeconomic- The target market foc ingestions on university students and office ladies, hence,their income level may be low and middle. The average salary of white- collar workers is from 2500 to 5000 Australian dollars (Australia Average Salary Expenditure 2005). buy situationThe products are appealed by females who value the protection of their body and health. Also, in current society, most people pay perplexity on environmental preservation. Hence, they prefer to purchase and search for nature-oriented products which would reduce the harms of human beings and environment.Target AudienceThe product of essential embrocate perfume is concentrated on the group of graduated students and office ladies (white collar workers) whose enquire the durable fragrance to reveal their temperament in every occ asion. The majority of Jurlique customers will be women who gravel caring their skin and beauty. Hence, most products produced by Jurlique are designed with women in mind including perfume, body crme and lotion which protect womens skin. However, it is clear that women prefer having fragrance all twenty-four hours long. Therefore, it is a chance to do the research and development of oil perfume which have the efficacy of perdurability. Further, the consumption of cosmetic products has promptly increase during festival time, such as Christmas, Mothers day, and Valentines Day. These women who purchase Jurlique products are between 20 to 35 twelvemonths old.Product PositioningIt is positioned on the aspect of slow fashion which emphasizes nature, eco-awareness, and health. The perspective of Jurliques essential oil perfumes is that the firm integrates the structural advantages of essential oils with our main scents which include jasmine, rose, lavender and citrus. Essential oil cou ld assist customer in impudent their mind, releasing their pressure and relaxing, also our new perfume would help females enhance their charm and self-confidence. Moreover, the ingredients of the essential oil perfumes are nature without chemical elements. Therefore, the new product would not injure customers body and health.Competitors4.5.1 Competitive advantageCompared to Jurliques competitors, such as Loccitane and Aesop, they have similarphilosophy and the same product categories. However, the new product of Jurlique could be distinguished from others, because our new product involves natural essential oils. In addition to this, the product of essential oil perfume has never been developed in the two firms of Loccitane and Aesop yet. Thus, this would have a high attraction on female market.Creative Message StrategyThemeThe communication objectivesAs this oil perfume is a new product, the most important objectives are to enhance the customer awareness of the product, and impress ed them by the first ad.The product knowledge of nature and harmless ingredient can be goed in advertising.To stimulate the buying behavior by this creative advertising.Customer insightCustomers gradually concern about nature and healthy ingredients of products, especially in food and those using for skin care.Message ()Different from other women perfume advertising which emphasizes the appeal for men, Jurlique advertisement will focus on the distinctive features which are less harmful and useful to relax with fresh fragrance to attract women who concern about the harmless ingredient of products and those who are beneath stress.Look and StyleAppealsMedia Objective1. Reach 80% of the target audience at least 3.2 per triad month.2. Use selected media to provide coverage of approximately 40% of target audiences permonth.3. Design to launch the advertising on holiday period and four seasons.Media reach and frequencyThe major objective of the advertising is that provides the informa tion of a new campaign to existing consumers and appeal a great number of potential target audiences through selected media. Also, Jurlique is established and wholesome-known brand in Australia. Thus, low-frequency strategy and high-reach strategy are appropriate for the campaign, based on rise et al. (2011), high-reach strategy and low-frequency strategy could be utilise to launch a new product with famous brand in order to deliver reminder and simple meanings. In order to calculate in force(p) frequency, the confederacy use Ostrow frequency model, because Telmar (2010) reported that the goal of Ostrow model is setting up minimum good frequency level to maximise reach level. Therefore, the lowest frequency of the campaign is 3.2. Besides, according to three selected media, Jurlique assumes that the campaign would catch about 40% of potential customers each month when the advertising launching, so the coverage is most 40%.Marketing Factors That Affect Effective FrequencyEst ablished brands-.2-.1+ .1+ .2New brands full(prenominal) market share-.2-.1+ .1+ .2Low market shareDominant brand in market-.2-.1+ .1+ .2Smaller, less well-known brandsHigh brand loyalty-.2-.1+ .1+ .2Low brand loyaltyLong purchase cycle-.2-.1+ .1+ .2Short purchase cycle(high volume segments)Product used occasionally-.2-.1+ .1+ .2Product used daily-.2-.1+ .1+ .2Needed to beat controversy-.2-.1+ .1+ .2Advertising to older consumers, or childrenCopy Factors That Affect Effective FrequencySimple re-create-.2-.1+ .1+ .2 multiplex copyCopy more unusual than competition-.2-.1+ .1+ .2Copy less unusual than competition proceed campaign-.2-.1+ .1+ .2New copy campaignProduct sell copy-.2-.1+ .1+ .2Image type copySingle king of core-.2-.1+ .1+ .2More different kinds of messagesTo avoid wear out New message-.2-.1+ .1+ .2Older messagesLarger ad units-.2-.1+ .1+ .2Small ad unitsMedia Factors That Affect Effective FrequencyLower ad clutter-.2-.1+ .1+ .2High ad clutterCompatible editorial environ ment-.2-.1+ .1+ .2Incompatible environment heed high-.2-.1+ .1+ .2Attentiveness lowContinuous advertising-.2-.1+ .1+ .2Pulsed or flighted advertisingFew media used-.2-.1+ .1+ .2Many media usedOpportunities for media repetition-.2-.1+ .1+ .2Fewer opportunities-.25 + -.13 + +.13 + +.26 = +.2.2+ 3.0(Effective frequency base) = 3.2 (Modified effective frequency level)Media Selection6.2.1 TelevisionNowadays, although the rapidly rise of accessible network advertising, the TV advertising is still regarded as the dominant form of media advertising, since it have several advantages which would not be easily replaced like large usage rate of TV , at least few hours occupation per person daily as well as the high range rate for different groups of audiences. According to responeseAbility Consumer Research (2001), there 52% of female purchase decisions would like to be affected by TV Advertising in Australia. Also, the target market of Jurlique are females whose ages from 20 to 35, as a resu lt, TV advertising would be the most direct way for product exposure. Meanwhile, it could deliver the message combine audio and video at meantime which could stimulate people, especially for female, to generate advertising appeals or evoke the subconscious possessive willing by using ideal scenario to cater their perception (Fah Foon 2011).6.2.2 snipAccording to Belch et al. (2012), magazines are a kind of media, which focus on specialised target audiences. Also, Wells et al. (2011) stated that the percentage of females titles in the magazine market stands at about 65%. Thus, Jurlique would use this medium to publish its new advertising. In Australia, there are a variety of magazines for females. Jurlique is likely to promote its new perfumes advertising through three womens magazines such as Australian Womens Weekly, Marie Claire as well as Cosmopolitan, because the circulation and readership of these magazines in Australia are approximately above 100,000 and 400,000, and their target consumers age are between 18 and 55 (ACP Magazines, 2012 Pacific Magazines, 2012). As a result, the campaign in these magazines can be easily to catch particular customers of Jurliques fragrance.6.2.3 FacebookThe advantages of social networkDue to the vast number of users, social network advertising can easily convey to those used the internet.The cost of social network advertising is significantly lower than other forms of advertising.The messages spread in social network are seen to be more reliable as they are shared by our friends rather than companiesSocial network create a route for customers to communicate directly to companies, as a result, the brand awareness and loyalty could be enhanced. (Socialolio 2012)Selection of Social networkTo compare the most popular social network Facebook and Twitter, we find out the age group of Facebook users (25-34) are closer to the target market of Jurlique perfume (Socialbakers 2012)(Alana Jessica Ward 2012). Besides, Facebook pro files can contain more detail than Twitter (ListsHere.com n.d.). What is more, Facebook allows company to provide photos, videos and lifelong descriptions. Consequently, Facebook raw sienna foliate is more desirable to advertise the new products of Jurlique.CostFree to create fan pages as well as post any information there .Reach rateThe amount of fans of Jurlique AU is 16248. (Jurlique Australia 2012)According to the research, one Facebook post reach 12% of fans. (Josh Constine, 2012)The average fans which liked the posts from Jurlique fan page is 30. (Jurlique Australia 2012)The average amount of friends of Facebook users is 229. (Bianca Bosker, 2011)16248-12%+30-229-12%=1949.76+824.4=2774.162774 peopleOne post could be seen by virtually 2774 people programmingWe divide the product of oil perfume into four flavours to match four seasons. Thus, the product of oil perfume which is for spring season will be initially launched on the beginning of September through mass media which include magazine, television and Facebook from 1 September until the middle of September. After the time, the media of magazine and television will be paused until 15 November, but Facebook will still run all the year. Further, owing to the fact that Christmas day is on 25 December, the advertising of new fragrant perfume which is fit for summer season will be promoted from 16 November within three of mass media above until the end of December. Besides, December is a medium-large sales month for Australian. Nevertheless, advertising period must be continued in one month. Furthermore, 14 Feb is Valentines day, as a result oil perfume with another new flavour will be popularized two weeks ago to match autumn. In addition to this, the mass media of magazine and television will be carried out again. Moreover, sending perfume as a gift to mother will be a good choice. Hence, before Mothers day, the product will publish new scent for winter and this special day.SchedulingYear2012MonthSe p.Oct.Nov.Dec.Day1516151615161516MagazineTelevisionFacebookseasonspringsummerHolidayChristmasSpecialBig gross salesnew springnew summerSchedulingYear2013MonthJan.Feb.Mar.Apr.MayJun.Jul.Aug.Day15161516151615161516151615161516MagazineTelevisionFacebookseasonsummer arrivewinterHolidayValentineMumSpecialBig Salesnew summernew reelectnew winterEstimation of CostEvaluation of performanceFor this new product-Oil Perfume, market team will carry out an available measuring research of its media campaign to rough execution to testing the final version before implementing, while this activity is running and once the campaign gets to its end. Jurlique is a successful company and has been established for a long time. Hence, Jurlique expects to enhance the business and be able to correct any mistakes, such as cost, on time, also increasing the efficiency of integrated marketing communication and making sure it takes the right media decisions by evaluating the campaign. (Belch, et al., 2009)Pr etesting June to August 2012Testing positioning, image and brand identityJurlique would assess its new campaign concept on selected media. This could help it to understand that the messages in terms of positioning and image of advertising that Jurlique reckon to launch are realized by its specific target audiences.Concept testingAt this stage, Jurlique want to evaluate the characteristics (namely slogans) of the advertising in customers mind. According to peoples feedbacks, the advertising team of Jurlique needs to make sure that how well the advertising will perform.HowJurlique use online survey and focus group to investigate customers imagination and responses to its new campaign. synchronous September 2012 to August 2013 (campaign running)In the campaign process, con-current testing will keep working all year to pick up detail information of each stage and all relevant messages will not leave out for marketing team.Image, effectiveness and awarenessWhile the campaign is launch ed by TV, magazines as well as Facebook, synchronous evaluation may help Jurlique to comprehend the advertising run correctly or not and obtain feedbacks from customers who saw the campaign. If the advertising is not working correctly, the advertising team can deal with it immediately.HowCoincidental survey- Jurlique use online questionnaires and random calling in order to realize what messages customers receive and get responses from them. Thus, Jurlique can obtain soft and quantitative information.Impact on salesDuring this advertising campaign starts running, the marketing team will turn over its sales to track the influence of this new product. The purchased proportion will be studied in detail.How bill the differential impact of different budget sizes, and the effects of brand or corporate image by tracking with the general sales statistical study. (Belch, et al., 2009)Concurrent September 2012 to August 2013 (campaign running)When the campaign comes to the end around Septem ber to November, the marketing team will assess its final result in order to trope out whether the set objectives were reached or not. Post-testing not only identify what was doing best, but also serve as input into the future campaign planning. (Belch, et al., 2009)Impact on salesWhile the advertising campaign is ended, marketing team will estimate its sales volume and analyze its profitability. In addition, they will judge specific aspects of the advertisement which provides the most efficiency to this new product. (Belch, et al., 2009)HowComparing the used media tools and the sales statistical studies to determine how the advertising contributes to brand equity and how to optimize effectiveness. (Belch, et al., 2009)Attitudes and persuasion-Commercial reactionReference