Marketing Management And Digital Communication For Beauty | Natural Evolution Foods

Introduction/Background

Natural Evolution Foods was the world’s first company who commercially produced green banana flour. In 5 years of commercial production, the company have made the incredible scientific discovery. One of the most important discoveries among all is discovering the highest resistant starch. The company grows its variety of bananas in Tropical North Queensland (Naturals Evaluation, 2018a).  While conducting the discovery the company found out that among various varieties of banana only 1000 varieties are appropriate for the production process of company and moreover they come to know every variety of banana has different nutritional value. Rob Watkins founded the company and the main purpose of the company is to bring natural food, health and beauty products (Naturals Evaluation, 2018b).  The company deals in a variety of product range such as baking packages, beauty packages, health supplements packages, healing, equine, baking, and beauty and health supplements. The mission of the company is that they are committed to bringing the highest quality of natural super foods in the world. The products of the company are dairy free, gluten free, highly natural without any additives and preservatives. This report is designed to make a marketing plan for the company because marketing is one of the major tools that ensure the success of the business. The marketing plan consists of Situational analysis, STP, marketing mix etc. The complete marketing plan is been discussed in detail in this report.

The overall working and functions of the company are performed under the supervision of the founder Rob Watkins. Without his approval, the employees cannot dispatch the product in the market. He provides its whole focus on the quality of his natural products. The products of the company are made of green banana that is dairy free, gluten free, highly natural without any additives and preservatives (Naturals Evaluation, 2018c).   The full control of the founder helps the company in producing a quality product but this approach of the founder will not allow employees to use their ability, knowledge and skill in the business.   

In the present market, the company is having around three million customers who are buying the products of the company (Naturals Evaluation, 2018b). The company is targeting mostly those people who are health oriented, understand the value of a good and healthy life and ready to spend money on healthy products. The company is also targeting the generation or people who are very sensitive about their beauty. The company deals in both healthy edibles products and beauty product for their customers. For beauty product, they target the people who really care about their beauty and in place of chemical based beauty product they are ready to use organic beauty products (Naturals Evaluation, 2018d).      

Situation Analysis

Natural Evolution Foods belongs to the organic food and beauty product industry. The core competency of the company to get the advantage over their competitors is that they make all their products with green banana. They grew 1000 variety of banana at their farm in Tropical North Queensland. Before the starting of manufacturing program the company always conduct a detailed research and after getting a satisfying result, they start the process (Naturals Evaluation, 2018d). However, for Natural Evolution Foods there are many competitors, who deal in similar kind of products by using different kind of healthy items. To face the competition in the market the company has to put their focus on the marketing of products.

The main competitors of the company are the Deeks, Happy Tummy and few more. In such a competitive environment the company has incorporated all affords to maintain the remarkable place in the market. In the natural food products, the company has maintained its high growth in Australian as well as the world market (Naturals Evaluation, 2018d). Natural Evaluation Food is quite different from its competitors because they developed, design produces and pack the products by themselves, on other hands all the function of other competitors are conducting by their subsidies or partner companies.    

For the supply of raw material, the company did not depend on the other people or the company.  The raw material that the company required for the production of their products is banana and the company grow their raw material on the company’s farm in Tropical North Queensland. The decision of growing banana on their own farm has arrived in the mind of founder when he feels that, all products that the company manufactured were made of banana and if they grow banana by their own it will help in reducing the cost as well they will get best quality green banana (Naturals Evaluation, 2018d). This decision of the company positively helps them in reducing the supplier’s cost. For Distribution of the product, the company has adopted a well-managed supply chain process and for the sale of the product, the company has also provided the option of online shopping. 

For the segmentation of the market of Natural Evolution Food, both health conscious and non-health conscious people are considered. At the initial stage of the product, the company will target the people who are health conscious and are willing to buy a natural product to stay fit and those individuals who care more about their looks and beauty.

Internal Analysis

The company want to segment the market but the main problem that lies in the process is, awareness among the public. There are only few people who are health conscious and among them only few are aware about the products of the company. On the other hand, people who are not health conscious they are not aware about the product and if they are aware, they are not showing their readiness for buying them. This kind of problems is result of lack of knowledge and awareness among people (García-Tascón & Pradas-García, 2016).  

Region: At present, the company is operating in Australia, New Zealand, U.K, etc. but now the company want to expand their business to the other part of the world. The expansion of the business of the natural banana products will help the company in generating revenue.

Age: the target age group for Natural Evolution Food is 18-70+

Gender: The products of the company are available for both males and females that is why the target audience for the company is both males and females.

Occupation: For the product of the company, the target audience of the company can be all e.g students, professionals, retired persons etc. it is not reserved for any particular profession or occupation.  

The degree of customer’s loyalty: there are three types of customers in the market these are hard-core loyal, soft loyal and switchers. The company will target customers on the bases of their loyalty.   

Personality wise: Both people who are having good personality and who are not having good personality are the target market for the company.  

Benefits Sought: The people who know the value of good health and life are the target audience.

User Status: the statues of the users also need to be taken while considering a target. The kinds of users are non-user, potential user, first time user and regular user.

Lifestyle: The lives consist of reformers, mainstreamers, explorer and strugglers.

Social Class: The people who belong to the middle, working and upper class are the target market for the company.

By developing the target market strategy the company can target their market from the segmented market. The modes the company can use for targeting the market are free vouchers, promotion, free coupons, discounts etc. Moreover, Natural Evolution Foods can use various other options to target the market such as opening there personalized retail outlets and providing additional discounts to the people who are loyal customers of the company (Ang & Rusli, 2018).  While targeting market the company can ensure that will maintain the customer relationship.

Customer Analysis

Position is the major step for the company because positing will help company in developing brand image in the market. While positing the product the focus of the company will be on the natural and healthy products.  To position the products of the company in the target market the next step that is to be used is product positioning. For product, positioning the company can use 4 Ps of Marketing Mix Strategy.        

The marketing strategy of the company is mainly based on the positioning of the product. The company is dealing in natural and healthy products and while drafting the marketing mix strategy the company will provide its focus on the prime quality, i.e. the products are healthy and natural. The marketing mix includes P’s that are disused below

The product’s categories in which the company deals in are baking packages, beauty packages, health supplements packages, healing, equine, baking, and beauty and health supplements. Under these product categories, the company is having various kinds of health and beauty products. The company has launched a various variety of products from green banana for their target customers. Every kind of products of the company is available in the best quality and in attractive size or weight wise categories.

The price of the product totally depends on the usage and demand of the product e.g. as the baking flour made of banana is high in demand that is why the rate of this product is high in comparison to the other product. The banana ointment is a new product that is launch by the company so for the new product to create demand in starting the company will keep the price low.

At the initial stage, the company has target the Australian market but with the success of the business, the company has expanded its business into some other countries like New Zealand, England in some part of Europe. Now the company want to expand its business to the other part of the world. With the increase in the profits, the other major motive of the company is to provide best and healthy products to the people which can improve the health conditions plus the taste of the edible products are really good (Hosseini, Etesaminia & Jafari, 2016).     

The company is already having its website and online shopping site and the products of the company are also listed on the other E-commerce or online shopping site. That is why the company mainly use its website and E-commerce site for its promotion. Besides that, the company can use various other tools that help the company in spreading awareness and increasing profits.

Industry Analysis

Newspaper Advertisement: it is the oldest and the most effective promotional tool. The newspaper is the source that can promote the products of the company on large scale (Filbert & Anthony, 2018).  The newspaper advertisement is the most trusted advertisement among all promotional tools.

Billboard: the company can choose the option of the billboard to promote a product. The areas that the company choose for placing ads will be that from where a large number of people will get to know about the product (Filbert & Anthony, 2018).  

Banners and posters: the company can circulate its promotional banners and posters to promote the product. The company can design eye-catching banners and posters and then they can put them in places where a maximum number of people can see them, such as busy markets, bus stands etc.    

Digital communication

In the present market conditions, the companies are using detail communication modes to promote their products and services. The company can use digital communication as a tool of marketing. Few are  

E-mail Marketing: for the company like Natural Evolution Food e-mail marketing is the best way of promoting their product. The company can send an email to the people and in that email, they can provide a link of the companies E-commerce website and by clicking on the link the customers will go directly to the online shopping page automatically (Filbert & Anthony, 2018).   

Social Media: In the present digital world, social media has raised as a most effective tool for marketing. The company can use various social media sides. At present, the company is running its accounts on Facebook and Instagram. On the social media, the company shares the product details videos related to the use of the product for edible products the company also share the recipe videos (Farrag, 2017).  

Search Engine Advertising: this is the search engine advertising operations engage subsidised advertisement that topography in the inorganic search engine results. The company can exercise the option of advertising through a search engine to promote the products of the company (Tiago, & Veríssimo, 2014).

The chief Marketing objectives of Natural Evolution Foods are as follows:

•    The main objective of the promotion and marketing of the products is that the company want to earn profits by increasing sales of the product.
•    The company is well established in the Australian market but for international marker the name Natural Evolution Foods is new. With help of marketing or promotional tool, the company will be able to generate brand awareness among peoples worldwide.
•    The company want to expand its market, for that the company by including the expansion process and marketing tools can target new customers (Pyo, 2015).

The chief financial objectives of Natural Evolution Foods are as follows:

•    The first and the most important objective for the company and for other companies are the maximization of the income of the company.
•    The next financial objective for the company is wealth maximization. Wealth Maximization is used to maximising the net value.
•    Maximization of the ROI is the main aim of every company and for Natural Evolution Foods maximization of return on capital is important (Sohel, Rahman, & Uddin, 2014).

Conclusion

The company is doing well in the industry the profits of the company widely depends on the expansion of the business. The company has adopted a strategy that can help them in increasing the amount of profits. The company has decided to expand its business to other countries of the world where they are not having their business. Expanding the business has become the most important in the case of generating revenue, and the best way of business expansion is a well-designed and well-implemented marketing plan and promotional methods. This report consists of a detailed plan of marketing and promotion the company can implement a plan effectively so they can attain their desired objectives and goals.  

References

Ang, C., & Rusli, H. (2018). The Impact of Marketing Mix 4Ps and Consumer Behavior toward Purchase Decision of Adidas Products. Journal of iBuss Management, 6(2).

Bohari, A. M., Hin, C. W., & Fuad, N. (2017). The competitiveness of halal food industry in Malaysia: A SWOT-ICT analysis. Geografia-Malaysian Journal of Society and Space, 9(1).

Farrag, D. A. (2017). Impact of Shari’ah on Consumers’ Behavior Toward Sales Promotion Tools: Focus on Egyptian Convenience Products. Journal of food products marketing, 23(5), 533-552.

Filbert, A., & Anthony, W. (2018). The Impact of Marketing Mix of 4Ps (Product, Price, Place, and Promotion) towards Repurchase Intention with Customer Satisfaction as the mediator: In the Case of Uniqlo. Journal of iBuss Management, 6(2).

García-Tascón, M., & Pradas-García, M. (2016). Does the transparency of the websites can help in attracting customers? Analysis of the golf courses in Andalusia. Journal of Intangible Capital, 12(3), 805-821.

Hosseini, S. M., Etesaminia, S., & Jafari, M. (2016). Identifying Eleven Factors of Service Marketing Mix (4Ps) Effective on Tendency of Patients toward Private Hospital. Journal of Materia socio-medica, 28(5), 366.

Kolbina, O. (2015). SWOT analysis as a strategic planning tool for companies in the food industry. Journal of Problems of Economic Transition, 57(9), 74-83.

Lefevor, G. T., Fowers, B. J., Ahn, S., Lang, S. F., & Cohen, L. M. (2017). To what degree do situational influences explain spontaneous helping behaviour? A meta-analysis. Journal of European Review of Social Psychology, 28(1), 227-256.

Naturals Evaluation. (2018a). Our story. Retrieved from: https://www.naturalevolutionfoods.com.au/story/  

Naturals Evaluation. (2018b). Our technology. Retrieved from: https://www.naturalevolutionfoods.com.au/our-technology/  

Naturals Evaluation. (2018c). Our Mission. Retrieved from: https://www.naturalevolutionfoods.com.au/mission/  

Naturals Evaluation. (2018d). Where to buy. Retrieved from: https://www.naturalevolutionfoods.com.au/where-to-buy/

Pyo, S. (2015). Integrating tourist market segmentation, targeting, and positioning using association rules. Journal of Information Technology & Tourism, 15(3), pp. 253-281.

Sohel, S. M., Rahman, A. M. A., & Uddin, M. A. (2014). Competitive profile matrix (CPM) as a competitors’ analysis tool: A theoretical perspective. International Journal of Human Potential Development, 3(1), pp. 40-47.

Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why bother?. Journal of Business Horizons, 57(6), 703-708.

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