Report on The Green Tea whitening Series Launching Program - Assignment Example

?Report on The Green Tea whitening Series Launching Program By: ID Email address Location Submission Date Executive Summary This is a report of the research results of the Ginvera Beauty Company in respect to the plans for launching The Green Tea whitening Series. It gives a brief introduction of the company and the new product. It outlines the methods the marketing assistant used to collect data. In the scanning process, it evaluates the three major competitors of Ginvera. It also gives the result of SWOT analysis. The planning stage also outlines the best marketing strategies for the launching program. It gives detailed findings by describing the best planning process for the launching event. The doing stage states how the marketing team would implement the plans for the launch, and how they would evaluate the success of the event. It concludes with the finding and gives recommendations on how the organization could improve on the launching program. Introduction Dr.Tor Lam Huat established The Ginvera Beauty Company in 1985. It originated from Singapore but with time, it has grown and established itself in more than fifteen countries, including Europe. The majority of the consumers associate this company to its Bio-essence products, such as the face lifting cream, and the wide range of products it has launched in the past (Kimoko, 2011). The beauty products involve skin care, body care and hair care products. The company’s mission is to be a caring and innovative organization that brings youthfulness and beauty to the public (L.D.Waxson (S) Pte Ltd, 2013). It has a special concern for its consumers and, therefore, strives to manufacture products that are safe and user friendly. It has a vision of being the leading global manufacturing organization for beauty products (Group History, 2013). The company has manufactured a new product, The Green Tea whitening Series. The skin care product protects the skin from damage from the sun’s rays because of its green tea content that delays the oxidation process, hence, an anti-aging product (L.D.Waxson (S) Pte Ltd, 2013). Therefore, the company had to conduct market research to identify the target market, the best location for the launching event, the best product price, placement and competitors. The researchers collected data through interviewing consumers who used the Ginvera Beauty Products, issued questionnaires to randomly selected consumers from the social media and benchmarked the Injex U.K Ltd that was about to launch its new SHIREEN-Poring cosmetic treatment, which was also an anti-aging product (Jonathan, 2013). The Scanning Phase The research showed that the beauty world is dynamically changing and therefore the best planning framework is the strategic planning process because it is cost-effective and aids employees to adapt to the demanding market. The process involves three phases: the Scanning, planning and doing phases (Gru?nig & Ku?hn 2005, p67). The scanning phase ensures there is an evaluation of the market. The marketing department, in this phase, has to collect and analyze data, which would affect the launching program positively or negatively (Ottman 2011, p121). The collection and analysis of data would ensure that the event is at par with the vision and mission of the organization. From the Shireen benchmark results, the marketing manager has to ensure that the company analyses its competitors in order to identify its strengths, opportunities, weaknesses and threats in the market. Competitors There are three major competitors in the market (L.D.Waxson (S) Pte Ltd, 2013). The Ganga Prasad Puneet Kumar has a large product line. It has a better financial position than the Ginvera hence a larger production capacity. Its high level of experience in the R&D department enables it in the production of more innovative products that stand out in the market. An advantage of Ginvera over the company is its high marketing strategies and attractive packaging. The Radico Fashion Pvt Ltd poses as a threat to Ginvera because its online marketing strategies. It has a larger production line and production capacity. Although it uses online marketing strategies, it is only accessible to consumers through online retailing, hence weaker marketing strategies (Radico Fashion Pvt Ltd, 2010). The third competitor is Alan Jey Laboratories, which is an Italian Company. It produces a wide variety of substitute products and has strong links with saloons and stores. It has a strict control on the quality of all its products but has a weakness of using organic products as an ingredient of production. It purchases raw materials from the supplier’s country of origin hence a high cost per unit. It also shows a low concern for the environment in terms of packaging (Alibaba, 2013). SWOT Analysis One of the strengths of Ginvera products is that they are patent. They products are fit for use since they do not have any side effects on the skin. The henna dye shampoo, for example, strengthens the consumer’s hair due to its ingredients, unlike the competitors henna dye shampoo. The consumers therefore prefer the Ginvera products since they do not have any kind of chemical resistance. The company’s financial position presents itself as strength to the company. Its value is approximately $ 14 billion (L.D.Waxson (S) Pte Ltd, 2013). This enables the organization to invest in its new products and intensive marketing activities. The company utilizes its creativity in designing attractive packages and brand names that attract consumers (Kimoko, 2011). The Ginvera has a small production capacity when compared to its competitors. The competitors are therefore able to process products that can supply a large target market. The small production line serves as a weakness since it pushes customers to use of substitute products. Although the organization produces quality goods that are medically fit, the management has not paid special concern to the R&D department. This stands as a limitation because the organization may not certainly produce goods as par the requirements of the consumers (Solomon 2003, p119). The enhanced technology present in the organization is a source of many opportunities in the market. The company is able to produce high quality products as compared to its competitors. Ginvera is also able to produce high innovative product by use of the improved technology. The company’s production of pure organic products is a main attraction to consumers. This is because majority of the customers are willing to expand any amount to buy the organic products (Alibaba, 2013). The company therefore has an opportunity for expansion. Utilizing the internet as a marketing tool will create an opportunity of expanding its market, hence an increase in sales level. The organization’s interest in protecting the environment is also factor that has led to the creation of opportunities for expansion. This is because consumers are more confident in the company’s product due to the company’s production of environmentally friendly packages (L.D.Waxson (S) Pte Ltd, 2013). The inability of Ginvera embracing the internet as a marketing tool limits its potential of increasing its sales levels (Radico Fashion Pvt Ltd, 2010). It also gives its competitors an added advantage since they are able to attract new consumers worldwide. The company therefore faces a threat of losing its customers to its competitors, and lowers its ability to attract new consumers (Brassington & Pettitt 2009, p56). The small production line poses a threat to the organization since it may lose some of its customers to competitors. This is because of its inability to supply its products to all its customers. The Planning Phase The planning phase enables the organization to focus on the most important strategic issues. Having found out that the target market is majorly comprised of youths and adults below the age of 65, Ginvera has to position the event in an area whose major population is this age group. This would ensure that most of them get to learn about the product (Grace, 2010). Due to the level of competition in the market, the organization has to ensure that it embraces the penetration pricing strategy in order to gain a competitive advantage. It also has to monitor its prices in order to maintain or gain value of its market share (Daly 2008, p58). The organization has to put into consideration the effects of their activities on the environment. It should, therefore, design product’s packages that that are environmentally friendly. It could also add a label showing how to dispose the packages after use, without harming the environment (Pearce & Dent 2009, p43). The department could involve employees in this stage by communicating to them the research results, objectives and strategies the company plans to use. This would ensure that they feel part of the launching event. Updating the stakeholders on the launching planning process would ensure that they fully understand the objectives of the launching program hence gaining their support (Patten 2007, p48). Marketing for the launching program should be a prime objective through the planning process. To reach all the consumers, the marketing team should use the internet for marketing. The team would create a website or a blog that would help drive traffic to the event (Gru?nig & Ku?hn 2005, p93). Posting information on social media is also an effective way of attracting attention to the product and the event. The use of local media presents an advantage of reaching the local people. The advert would contain details of the event, such as the location and the purpose, and interesting details on the product. Contacting the loyal consumers would help maintain his or her loyalty. They may even help spread word about the event (Brassington & Pettitt 2009, p78). The Doing Phase The doing phase ensures that the organization implements the strategies it learns in the planning stage (Ferrell & Hartline 2011, p45). This would enable the marketing team to develop operational goals, be accountable for every step they take hence monitoring their progress in the planning of the launching event. There would be adjustment of the actions they take to be more efficient and effective hence improving the product’s quality. The marketing manager also has to ensure that all the strategies are in harmony with the organizational objectives, vision and mission. For any activity that does not support or drive the team to work towards the organizational goals, the manager should ensure there is evaluation of the plan (Yaeger & Sorensen, 2009). The manager should ensure that after the event, the team evaluates their work. They should measure their success by checking whether they were able to attain all the set objectives. The number of people that turn up for the event would show the success of the marketing strategies the team uses. They would also measure the effectiveness of the program by issuing the people who attend the event brief questionnaires. The questionnaires would ask questions such as, whether they would consider using the product, and their expectations of using the product (Ferrell & Hartline 2011, p45). Conclusion The marketing department would embrace the use of Strategic Planning Framework process to plan for the launching event. The objectives of the launching program is creating awareness of the product, attracting and retaining the organization’s consumers. Therefore, the venue of the event will be in a region with a high population of youths and adults below the age of 65 since they comprise the target market. The scanning stage evaluates the organization in reference to its competitors and by use of SWOT analysis. The SWOT analysis identifies the company to the market. Its strengths are its ability to design attractive and environmentally friendly packages while its greatest threat is lack of utilizing the internet as a marketing tool. Its enhanced technology provides opportunities of expansion in the market. It however has a weakness of low production capacity, hence faces a risk of losing its customers to its competitors. The organization would use the penetration pricing strategy in order to gain a competitive advantage in the market. The planning stage also identifies the marketing strategies the marketing team would use. The marketing team will also implement the internet as a marketing tool. Creating blogs and use of the social networks will drive more traffic to the event. This will help ease some of the threats the company is facing due to its inability to utilize the internet as a marketing tool. In the doing stage, the marketing department would ensure implementation of all seat plans in the planning stage. The team would also evaluate the success of the event by use of questionnaires (Brassington & Pettitt 2009, p32). Recommendations The organization has to improve on its R&D department in order to keep up with the competitive market. The R&D department would ensure the products produced are as per the requirements of the consumers. To eliminate the threat of losing customers due to low production levels, the organization would increase its production capacity. This would also lower the possibility of losing consumers to substitute products. It is advisable that the organization embraces the internet as a marketing tool (Daly 2008, p36). This would help enlarge the market scope since Ginvera would be able to reach consumers all over the world. It is recommendable that it uses the competitive pricing strategies in order to attract and retain consumers (Brassington & Pettitt 2009, p16). The marketing manager would enhance its strategies of sensitizing the consumers on environmental and ethical issues by inviting a speaker to address the issue. The best-suited speaker is a speaker of the UN, who could highlight the advantages of caring for the environment and enlighten the consumers during the launching event on how to care for the environment (Solomon 2003, p56). Bibliography Alibaba Group. (2013). 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