analysis of marketing case.docx
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analysis of marketing case.docx
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analysisofmarketingcase
1Introduction
1.1Background
Althoughthedevelopmentofcosmeticmarketasamaturingstage,morebadeffectsofchemicalcosmeticshavebeenoccurredinrecentyearsMoreandmorecosmeticproductsareshowntheirgreenandnaturalingredientssuchasthosefromplants,fruitandvegetableormedicinalherbsbecauseincreasingnumberofconsumerconcernsthesafetyofcosmeticsuse.Manyconsumershaverealizedtheimportanceofconsideringcosmeticssafetyratherthanonlyachievingbeautyeffectwhenusingcosmetics.Therefore,naturalandgreencosmeticsareincreasinglybefavouredbyconsumersbecauseofnourishingpeopleskinwithnosideeffectandlessspend.
1.2Purpose
ThepurposeofthisreportistoanalysethecommercialviabilityoftheFruit&VegetableBeautyBar.Thisinvolvesinmarket,product,andthelocalinvestmentenvironmentanalysesandrelativeanalysesofmarketing,operatingandfinancialstatementinordertoprovidenecessaryinformationforinvestorstoinvestigatemoreclosely.
1.3Slopeandlimitations
ThisreportcontributestoanalysisofbusinessplanningofFruit&VegetableBeautyBarineightsubtopics.Thesearemajorincludethenameofthisbusinessanditsreasons,marketanalysistoexplainthereasonsofchoosingthisbusiness,businessprofiletoillustratethemainprincipleofthisbusiness,productsandservicesdescriptiontointroducethespecificfeatureofthemainproductsandservices,marketingstrategyandimplementationtoprovidefeasiblemarketingplan,operatingplantoresolvetheproblemoflocationanddecoration,andfinancialplantoevaluatetheexpectedprofitofthisbusiness.
Asnaturalskincareisnewindustriesinthecosmeticsmarket,thestatisticsanddataaboutcosmeticsindustrygatheredinthereportaremainlyoriginatedfromwebsites,reportsandnewspapersandcomprehensiveinformationaboutnaturalcosmeticproductsishardtofindontherelativeofficialwebsitesandgovernmentreports.Asaresult,thereliabilityandaccuracyofsomedataaboutnatureskincareproductscannotbeverified.
2TheOriginofFruits&VegetablesBeautyBar
Johri(2006)commentthatskincarelikesdietingwhichneedtoinvesteffortandtimeandnoinstantmiraclecure.
2.1Thename
Fruitsandvegetableswiththeiruniquehealthcarefunction,beautymiraculouspowerbecomethenewflavouriteformostfashionablepeople.Notonlyforpeopletoenjoyfood,butalsotheroleofgoodskincare.Besidesusingbeautybarinsteadofbeautysalondosemakesenseofaffinityandlessspendstoattractmanyyounggirls’toenjoythecharmofnaturalbeauty.
2.2Themeaning
ThemeaningofFruit&VegetableBeautyBaristoraiseyounggirl’sspiritsandimproveafeelingofwellbeing.Thehigh-levelcosmetologyisinextricablylinkedwithhumanhealth.Healthybeautyisthebeautyofbody,thebeautyofnature,mindandsoul.
3MarketanalysisofFruits&VegetablesBeautyBar
3.1Thetargetconsumergroup
Themajortargetconsumergroupisfocusedon20-35yearoldyoungwomen.Firstly,AustralianConsumerPriceIndex(ACPI,2009)hasestimatedthatyoungwomancontinuetodominateinthecosmeticmarket.Besides,Fruit&VegetableBeautyBarasafreshbeautyservice,youngconsumergroupcanbeacceptedandattractedeasily.Moreover,Figure1illustratesthepercentageoffemalepopulationofdifferentagesinAdelaide.AustralianBureauofStatistics(ABS,2009)providesthedataofthepercentageof20-35yearoldyoungwomen.Thepopulationoffemaleagedamong20and35hasthegreatestincreasespeedwhichmeansgreaterconsumerdemand.Lastly,Fruit&VegetableBeautyBarofferfruitandvegetablejuicewhicharewelcomedbyyounggirlsbecauseitcanhelpyoungwomenkeepfit.Figure2showsthepercentageofoverweightfemalepopulationandthetrendsintherecentyears.AustralianSocialTrends(AST,2007)hasreportedthattheoverweightfemalehasagrowtrend,whichcanincreasethedemandofFruit&VegetableBeautyBar’sproductsinsomeextent.Therefore,thesethreereasonscontributeconsumergrouptofocusontheagegroupof20-35youngwomen.
Figure1:
AGEANDSEXDISTRIBUTION(%),Figure2:
Adultsinnormal,overweightandSouthAustralia-30June2008obeseBMI(a)categories(b)
Figure1:
AGEANDSEXDISTRIBUTION(%),Figure2:
Adultsinnormal,overweightandSouthAustralia-30June2008,(AustralianobeseBMI(a)categories(b),(AustralianSocialBureauofstatistics,2009)Trends,2007)
3.2Thedemandfactors
TherearefourmainreasonstocontributethedemandofFruit&VegetableBeautyBarinAdelaide.ThereasonsareAdelaidehotanddryweather,increasingnumberofoverweightpeopleandincreasingmarketshare,andmoreconcernsaboutsafetyofcosmeticsuse.
Firstly,AccordingtoAustralianBureauofStatistics(ABS,2010),Adelaidehasahotmediterraneanclimatethatgenerallyexpressesdry,longandhotsummerswithhighUVindexandmild,wetwinters,whichmeansneedmoreattentiononskincare.Further,TheAustralianNationalHealthSurvey(NHS2008)hasmeasuredtheweightofagedover5years’respondentsandhasrevealedthat61.4%oftheAustralianpopulationiseitherobeseoroverweight.Thevariousfruitandvegetabledrinksandherbaltea,andweightlosscoursecanmeettheneedoflocalpeople.Moreover,AustraliaMarketResearchReport(AMRR,2010)isforecastthattheskincaresectionhascontinuedtorise13%annuallyduring2006–2010inAdelaide,whichprovespromisingappearanceofskincareproductsforbeautyservices.Lastly,AustralianChemicalAssessmentReports(NICNAS1992)havepointedoutthattraditionalcosmeticproductsandskincarearecontainedchemicals(Polypropylenetoluene,Glycol,formaldehyde,etc)thatcanbeabsorbedbypeople’sskinandlungs,whichcancauseharmfulofhealthissues,suchasallergies,skinreactions,headacheandevenirritation,asthmaandeczema.Basedonthesebadeffects,anincreasingnumberofconsumersareawareofthedamageofchemicalcosmeticproductsanddrivetowardsnaturalalternatives.Therefore,moreandmoreconsumersarepayingattentiontosafe,natureandhealth-friendlycosmetics.Theproductsareprocessedfromgreenandnatureingredientscontainingnoharmfulchemicalsandpreservativesarebecomingmorepopularinthecosmeticmarketandappearedtoattractmostconsumers.
4BusinessprofileofFruits&VegetablesBeautyBar
4.1Thebusinessscope
Fruit&VegetableBeautyBarwillprovidevarious100%naturalmasks,lotionsandemulsionsandthebeautyprocesswillalsoenjoythefruitsandvegetablesfoods(suchasfruitandvegetablejuices,fruitandvegetablesalad,etc),herbalteaaswellasbeautyeducationalprograms,inordertoachievetheroleofnutrition,weightlossandbeauty.
4.2Theoperatingprinciple
Thisnewconceptoffruitandvegetablebeautybarwillbreakthetraditionalmodeofoperationandusethemosthealthandsafetyoffruitandvegetableasrawmaterialsfortheskincareandskinconditioning,whichisthecombinationofhealthandbeauty.Therefore,fruitandvegetablebeautybarwithitsownnovelty,efficacyandnaturaleffectwillattractmanyfashionablepeople’sheart.
5ProductsandservicesDescriptionofFruits&VegetablesBeautyBar
5.1Theproductsmechanism
AccordingtoNaturalTherapyAssociations(NTA,2010),theprincipalsofnaturalproductsare'activethecharacteristicsandpropertiesofscientificcombinationoffruitandvegetable'whichcanhelptocellregeneration,increasedcirculation,etc.
5.2Themagiceffect
VegetableandFruit-berrymasksforfacearenecessaryforaskinbecausetheyincludeglucose,vitamins,andmicrocellsandimproveafeedoftheskincellstomakeitlookyoungandfresh.Garcia(2010)hasprovidedtheall-roundfunctionoffruitsandvegetables.Theirresearchshowsthatnaturalacids,antioxidants,beta-caroteneandvitaminA,CandEinfruitsandvegetablescanprotectskinfromdamagingUVrays,lightlyexfoliateskinandhelpvanquishdryskin,whichkeepskincellshealthy,tomaketheskingloss,white,flexibility,lubrication.NumerousstudiesonfreshjuicehavebeendonebyWorldViewonHealthLiving(WVOHL2010)andtheyhaveallshownthatabigcupoffruitsandvegetablesdrinkhasbeenshowntoabsorbupto80%moreofthenutrients,decreasetheamountofyourdigestiveorgans’workandenhancethehealthofthekidneys,liver,etc.Thesekindsofthingsleadtobetterimmunity,weightlossandoverallbetterlongtermhealth.
6MarketingstrategyandimplementationofFruits&VegetablesBeautyBar
6.1Freebeautyeducationalcourseanddrinks
InFruit&VegetableBeautyBar,peopleenjoy100%naturalskincareproducts,andatthesametimefreeeducationalprogramabouthealthandlossweightwillbeprovided.Naturalmasksandskincareproductsshouldbespenttime,butfreecoursecanmakepeople’waitingtimemoreinteresting.Thereasonforthisisthatpeoplecanaccessmoreknowledgeofkeepfitandhealthwhichmeetsyounggirls’demandandfavourite.Furthermore,thebeautyprocesswillenjoyfreefruitandvegetabledrinksandherbalteawhichfurtherimprovepeoplegrowwithgoodcolourandkeepfit.So,thesemarketingstrategiescancaptureyoungladies’hearteffectively.
6.2Uniquetechnologyrecipe
FruitandVegetableBeautyBarwillformulatetheappropriateformuladependingondifferentskintype(sensitive,dry,drymature,normal,combination,oily,etc)andvariousskindemands(cleanandhydrated,controloil,anti-wrinkle,fadeaway,White,etc)tosolvekindsofskinproblems.Forexample,watermelontoafter-sunrepair,lemonjuicetobalancemoisture,bananacaneffectiveclean,Applecanwhiteningan
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