The Pure Package Company Orientation to the London Market - Report Example

Marketing Marketing Introduction Pure Package deliver freshly prepared foods right at their doorsteps with the meal prepared by a team of dietary therapists, nutritionists and chefs (The Pure Package n.d, p. 1). It was launched in 2003, Jennifer Irvine’s (C.E.O.) kitchen (The Pure Package n.d, p. 1). The farm has enjoyed a stunning growth in its decade of business, and this can be attributed to its strong marketing principles. This paper will first start by comparing the marketing environment adopted by Chanel and Baby Shop and secondly it will evaluate how market oriented Pure Package is, as well as how well the marketing planning process is implemented. Finally, the paper will conclude by giving recommendation for improvement and also explain how the improvements might affect Pure Package’s business performance. Part A: Chanel and Body Shop Body Shop SWOT Strength Weaknesses Strong ethical brand identity (Simmons, 2010, p. 15) High brand loyalty- association to loyalty scheme and rewards Good quality and services (Simmons, 2010, p. 15) Selective target audience nothing for younger (babies) or older (anti-aging) products (Simmons, 2010, p. 15) Lack of celebrity endorsement- they have to have chosen not to use celebrities most probably consciously (neza strategy) Opportunity Threats Use of celebrity endorsements Narrow Target market- No children range yet advert exhibits brand as being family oriented- unfocused conflicting interests Growth market Association with L’Oreal- backlash based on ideologies there shall be changes to products Loss of trust within brand by association Chanel Cosmetics SWOT Strengths Weaknesses It is a luxury brand. Their consumers are price inelastic (Brown 2009, p. 56) Highly established brand (couture/ runway/ ready to wear/ accessories/ perfumes) Specific target group- limiting the audience they can attract Stiff competition from other luxury brands therefore limited market share (Brown 2009, p. 56) Opportunity Threats Online sales and coverage gaining a lot of importance and presence Energy markets, services, expansions and acquisitions abroad (Brown 2009, p. 56) Fakes and copy cats- threat to company’s brand image and revenue Competitor brands within similar category (Brown 2009, p. 56) PEST Analysis Chanel Body shop Political Chanel faces regulations in order to reduce piracy (Park 2009, p. 34) This regulations are mainly in Asia Political For the supervision and control of cosmetics, some governments have a strict standard that is shown in their cosmetics policy (Dodes & Schechner 2010, p. 1) Economic There is the rising power of the developing world And also the global financial crisis rebound affects Chanel (Park 2009, p. 34) Economic The GDP of many countries that Body Shop has invested in is rising. Also, in most European and Asian nations, income of citizens is rising Social Some communities such as Asians value brand prestige. Asians believe that significant brands such as Chanel raise their value of users (Park 2009, p. 34) Social In most countries, women buy imported cosmetic products that fall on the same price range as domestic products (Dodes & Schechner 2010, p. 1) Some societies also look at the ingredients of the product, which is supported in their cultures Technology Chanel makes of high-speed broadband internet connects to enhance their advertising (Park 2009, p. 34) They also make use of mobile internet so that clients using mobile devices can also easily shop with them Technology The firm uses artificial human skin to test their products, unlike other cosmetic companies Other firms use animal testing Today, the organisation advertises on nature notion for saving the environment (Dodes & Schechner 2010, p. 1) Chanel and Body Shop 5 Forces Analysis Chanel Body Shop New entrants The new entrants are basically fresh designers who establish their own brand on their own effort (Simmons, 2010, p. 17). New Entrants New entrants are fairly low Mature markets (Dodes & Schechner 2010, p. 1) High entry barriers Long-established firms Customers There are two types of customers: (1) The super-rich and (2) The middle-market customers, who selectively trade-up to higher levels of quality, taste and aspiration. Customers No significant group of customers Clients of beauty products are searching the best prices but do not know anything about price negotiation (Dodes & Schechner 2010, p. 1) Rivalry The competition in the field can be considered as fairly high. Rivalry The industry rivalry is moderate The market is mature There are long established companies Competitors The entry barriers are overly high, as they are the perception built and the intangible image around the brand. Competitors High entry barriers Also, high barriers to stay Low exist barriers Substitutes There are no actual substitutes for the luxury products except not buying the products, as it is not an essential need (Etgar 2013, p. 70). Substitutes Home-made products (Dodes & Schechner 2010, p. 1) Other non-organic products The risk of the presence of substitution products is high. Suppliers The suppliers’ bargaining power relies on the segment (Simmons 2010, p. 16) Suppliers The company has small suppliers. The Body Shop works with limited suppliers, allowing them to check their raw material, as well as their commitment to utilise only natural products. Both the brands have set themselves as luxury brands that attract people who can afford luxurious goods. Both the products of Chanel Cosmetics and the Body Shop are not competitive in the sense that many people buy them and surpass other brands. Their main weaknesses is that they both have a specific target group, which limits the audience they can attract. The internal marketing environment of Chanel Cosmetics includes employees, materials, machinery, capital assets and company policies (Etgar 2013, p. 70). Its external environment includes the customers, distributors, suppliers, green technology, media, health and safety regulations and also the government. The firm has taken a green initiative in its marketing. Their resources and competences is that they utilise technology to catch the market and produce environmentally safe products (Etgar 2013, p. 70). The internal and external marketing environment of the Body Shop resembles Chanel, but some few entries are includes such as population change and trade unions (Etgar 2013, p. 73). The organisation also takes pride in the sense that they dwell on environmentally-safe production. Their products are environmentally friendly, which has attracted a lot of attention to the product (Etgar 2013, p. 73). Part B: Pure Package Marketing Nature and Role of Marketing (Company Description) Jennifer Irvine’s love of food started at an early age (Marketing 2005, p. 1). It was also persuaded by her upbringing on a self-reliant farm in West Cork, Ireland, where her parents used to make cheese. As a young, promising entrepreneur, Irvine used to gather eggs from the hens on their farm and vend them to local markets and restaurants. She remembers the dining table as being the center of their family during her early years (Marketing 2005, p. 1). The food that they ate was fresh, which they either took from their farm or other nearby farms. This greatly influenced her sense of taste plus the goodness of domestically produced foods. Also, as a working mother of three children, Irvine realised how hard it was to balance the kind of working life she previously had with a home life while still maintaining a good look (Neale 2010, p. 1 and Beeken n.d, p. 1). It was hard for her to find a delicious, convenient meal, which she had been used to almost her entire life, and this is where the idea of The Pure Package came from (Driver 2012, p. 1). Together, the members of the franchise amassed 10, large- to small-scare production, farms representing almost 20% of the organic farming community in London with a growth rate of almost 15% per year (McCarthy 2013, p. 23 and Marketing 2005, p. 1). The Pure Package Company defines organic as “a system and a philosophy of production, which echoes the natural laws of organisms with a stress on interdependence of all life” (Flint 2013, p. 1). The Pure Package Company will carry on bringing fresh food products to their clients’ door step and also building a future for sustainable healthy food production (McCarthy 2013, p. 23). This marketing plan discusses how the company has continued extending its market to clients within London. More specifically, this section explains how Pure Package’s market orientation, as well as the level of this orientation’s success. The points to be covered include (1) nature and role of marketing in general, (2) understanding customers and consumers, (3) segmentation, targeting and positioning, (4) understanding the market environment and generating a SWOT, (5) competitive marketing strategies, (6) managing products and brands, (7) marketing communications, (8) pricing and managing channels and (9) market planning, implementation and performance measurement. Understanding Customers and Consumers Because of being raised up in a mainly organic food eating family, Jennifer Irvine understood what people needed when it comes to consuming health foods (Thomas & Wasmund 2012, p. 79). 3% of the entire London population consumes organic foods alone. The rest occasionally (maybe two to three times a week) have organics meals and the other types of inorganic meals (Thomas & Wasmund 2012, p. 79). Irvine knew that not most people were well acquainted with how to prepare such meals. She also knew that not many people knew great restaurants where to buy their organic meals. Furthermore, the food home delivery system in London is booming as many people continue to opt for ready-to-eat meals such as pizza to be delivered right to their doorsteps (Thomas & Wasmund 2012, p. 80). Jennifer Irvine saw these three aspects (organic meals, lack of well established organic food restaurants and also preference of home delivery) as a business opportunity to venture into London (Thomas & Wasmund 2012, p. 80). Strategic Focus and Plan This section will present three elements of the company, which shape and define its marketing endeavour: (1) the mission, (2) the goals, as well as the (3) core skills that help the firm maintain a sustainable competitive advantage. Mission: The Pure Package is all about its clients and how they want their body to look like. Whether the clients wish to increase their energy levels or lose weight, the company takes away the need for people to plan, shop and prepare the meals they want (The Pure Package n.d, p. 1). With their professional diet delivery all over London, the company lets their clients get on with their life (The Pure Package n.d, p. 1). Their mission is rooted in balanced healthy diet with no gimmicks, a scientific loom to portion control, as well as their clients’ feedback (The Pure Package n.d, p. 1). The complete balanced diet is adapted from years of investigation at the London Institute of Optimum Nutrition. Goals: As an owned by someone who was raised knowing the importance of organic food dedicated to making life better through diet and strengthening practices, which acknowledge the interdependence of all life, the organisation has developed a list of seven goals to show the trust that the future seems organic and sustainable (The Pure Package n.d, p. 1). The goals include to (1) ethically market licensed organic products that they produce; (2) market the finest tasting, most nourishing and healthy food as possible; (3) establish restaurant determined prices of foods to echo fair return and to apply these prices to guide the such endeavours by other individuals; (4) encourage an organic food market future stressing on the economic and ecological sustainability; (5) promote a healthy human living through offering quality employment, organic education, as well as community growth; (6) practice ecological and scientific awareness in every aspect of production, marketing, handling and serving; and finally (7) promote a acknowledgement for the dignity, diversity, and interdependence of human and organic food (The Pure Package n.d, p. 1). Situation Analysis SWOT Analysis The strength, weaknesses, opportunities and threats pertaining to The Pure Package Company can be discussed with regards to some social, competitive, technological, economic and regulatory factors. Strengths One of the social strengths that The Pure Package enjoys is that their products are good for people’s health (Mulkerrins 2012, p. 13). The organic milk they use in their product is considered to have greater levels of vitamin E, omega 3 vital fatty acids, as well as antioxidants that assist in reduction of body infections (Erickson 2009, p. 41). The cows they domesticate produce beef that is averagely 50% higher in proteins compared to other traditionally produced beef (The Pure Package n.d, p. 1). Also, greater levels of omega 3 fatty acids that are considered to offer protection from conditions such as coronary heart disease were seen in some of their milk products. Some of their products are 100% organic. Synthetic ingredients are not endorsed by their principles (Mulkerrins 2012, p. 13). Also, their production processes meets national organic standards and have been independently confirmed by their accredited scientists. At least 95% of their ingredients are organically produced (McCarthy 2013, p. 23). The rest is synthetic or non-organic ingredients. One exception is that organic labels on seafood are insignificant since the U.K. Agriculture Ministry has no principles to back them up. Also, at least 70% of their ingredients are organic (McCarthy 2013, p. 23). The other 30% is taken from the U.K. Agriculture Ministry’s approved list. They avoid the use of synthetic chemical inputs such as fertilisers, antibiotics and pesticides among others when producing their food, as well as genetically modified organisms (Erickson 2009, p. 41). Therefore, their foods are non-pasteurised and homogenised. They also present an economic advantage to their clients as they take the food to them (Erickson 2009, p. 41). Also, they have been saved from the cost of erecting an actual restaurant by delivering their meals directly to their clients’ homes. Finally, they always pass all their governmental inspections (McCarthy 2013, p. 23). Weaknesses Not every customer is overly concerned with the food quality, as well as the nutritional values the food present to them (Salaam 2013, p. 89). Some synthetics products are still utilised since they are permitted by the National Organic Standards Board. Their products go for nearly double the price the food can be bought in an organic food restaurant in London. It also takes time produce their products from the firm. Their traditional methods are guided by laws that ensure health of animals, produce and crops (Salaam 2013, p. 89). Opportunities Their products might aid in reducing the obesity rates in London. They might also aid in easing the danger of Alzheimer’s in the elderly community in the U.K. They also have the chance of co-branding with other competitive markets, which have a similar value or philosophy as their company (Salaam 2013, p. 90). Another opportunity is the conservation of animals, as well as the environment. Consumer spending in London towards healthy meals is rising creating and growing the market (Neale 2010, p. 1). Organic products were anticipated to be a 2.5 billion Euros industry by 2010 and 1.8 billion Euros will arise from organic milk sales. Delivery of food to clients can be enhanced by reduced rates of traffic across London. Finally, the U.K. green and organic movement can develop regulation, which would provide tax benefits to such bodies as The Pure Package Company (Salaam 2013, p. 90). Threats Lactose intolerant people are cautious to easting organic meals. Extending their products with other brands that were already in existence can lead to a number of challenges with regards to market penetration (Thomas & Wasmund 2012, p. 67). Also, organic food restaurants that have been in existence for a long period of time can pause as a serious threat to The Pure Package Company if they also decided to start delivering food to their clients (Wasmund 2011, p. 55). There is also an increased use of artificial hormones, as well as other antibiotics to enhance the production of organic meals (Thomas & Wasmund 2012, p. 67). Other price conscientious people will not opt for organic meals because of their slightly expensive prices. Some institutions such as Women, Infants and Children advocate for these groups of individuals to not consume organic meals. Finally, other competitors are not forced to follow similar organic standards (Wasmund 2011, p. 56). Industry Analysis: Trends in Organic Foods Organic Food Industry The U.K. Agriculture Ministry has amended the National Organic Program (NOP) rules on the obedience of petitions of substances for removal from or inclusion on the national record of Substances Prohibited and Allowed in Organic Production or Handling (Thomas & Wasmund 2012, p. 40). The updated rules comprise of modifications for information to be endorsed in a petition to evaluate a non-organic agricultural produce for addition in the national list (Thomas & Wasmund 2012, p. 40). The national record identifies the synthetic substances, which might be utilised, as well as the non-synthetic substances, which might not be applied in organic production or handling (Mulkerrins 2012, p. 14). Industry Size 10% of the food sold in London is organic. The organic food industry currently represents £2.5bn (2% over of U.K. food sales) back in 2005 (Thomas & Wasmund 2012, p. 51). Independently-run organic farms in the U.K. represent just 0.3%. It is important to note that the farms being talked about here are the ones that produce food for commercial purposes (Flint 2013, p. 1). Other farms, over 2000, are registered to national farm organisation, which aid in their running so they are not considered as independently-run firms (Flint 2013, p. 1). Industry Growth Many organic food restaurants are rising in popularity. The sale of organic meals in the United Kingdom have risen by 17 to 20% each year in the past few years whereas the sales of conventional food have risen at just about 2 to 3% each year (McCarthy 2013, p, 25). This growth is anticipated to go on, and many restaurants are coming into the market. Competitive Marketing Strategies The organic minded customers have restricted options of organic food such as organic ice creams. For instance, there is only Vitao, Bumpkin, Natural Kitchen and Smiths Of Smithfield, which meet the same production standards of The Pure Package Company (McCarthy 2013, p, 25). The only difference is that these other companies have restaurants and Pure Package delivers their meals to the clients’ homes (McCarthy 2013, p, 25). Managing Products and Brands The Pure Package Company is an organic food fully owned by a woman and his husband who sell organically grown meat, dairy and soy products to their clients (Erickson 2009, p. 109). Their branding system is one which portrays relaxation, celebrity life and scientifically proven methods to provide well prepared organic meals to their clients’ homes (Irvine n.d, p. 1). Celebrity branding together with a relaxed life are things that Londoners love and The Pure Package Company has associated its brand with this (Irvine n.d, p. 1). The celebrity and relaxed life helps promote Pure Package’s organic products. The company has a number of well established celebrities who are enrolled to their program and helped attract normal consumers into their programs (Erickson 2009, p. 109). Also, the company has established itself as healthy eating advocating company. Therefore, people who wish to always eat healthy are overly attracted to the company. This has been helped by the brand, and also its owner, have achieved a number of rewards since the start of the company (Irvine n.d, p. 1). Consumer/Customer Analysis According to the firm’s C.E.O., the loyal organic client, whom they call “citizen partner” have the following traits (1) health assiduous customer who wish to eat organic meals and (2) environmental assiduous customers who are cause-, mission- and issue-driven (Irvine n.d, p. 1). Since most of the clients who choose to eat organic foods opt for an option to purchase a popular dessert that is organic, Pure Package is not necessarily linked to calories, but with compassion to an organic way of living (Irvine n.d, p. 1). Organic thinking clients purchase mainly from specialty food stores such as Vitao, Bumpkin, Natural Kitchen and Smiths Of Smithfield (Driver 2012, p. 1). Market Product Focus Marketing and Product Objectives Current markets are developed through increasing customer awareness of their organic food meals by publishing them in a broad variety of popular periodicals and magazines such as Evening Standards and the Metro among others (Mulkerrins 2012, p, 15). The Pure Package meal packages branded with its relaxed, healthy, celebrity life element adds to the present products already sold at the company (The Pure Package n.d, p, 1). Target Market A target market refers to a group of clients towards which a business has opted to aim its marketing endeavours and eventually its merchandise (Marketing 2005, p. 1). The main targets for The Pure Package Company are the consumers who live and opt for an organic food eating lifestyle (Marketing 2005, p. 1). These consumers are concerned in not only a healthy lifestyle, but also supporting the environment. Points of Difference: Positioning and Uniqueness Positioning refers the position an organisation has opted to conduct their business objectives and marketing. This can be through positioning themselves as unique, luxury goods or basic need good, among others. The Pure Package organic foods are unique relative to other organic food restaurants due to the following reasons: (1) home delivery, (2) healthy living, (3) lack synthetic hormones, (4) lack antibiotics, (5), lack dangerous pesticides, (6), increased conjugated linoleic acids, (7) reliable calcium source and (8) humane treatment of animals (Salaam 2013, p. 34). The Pure Package Company hopes to situate their brand organic of meals in their clients’ minds as healthy meals (Salaam 2013, p. 34). Market Planning, Implementation and Performance Measurement Product Strategy A product strategy is a technique for marketing a good, which is based on an study of the nature of the aimed market. The product line of organic meals sold by the Pure Package comprise of nearly eight categories (Weight Loss, Japanese Body Boost, Detox & Cleanse, Healthy Eating, Training Support, Healthy Skin & Ageing, Mum & Baby, Vegetarian and Slim & Trim Trial) (The Pure Package n.d, p. 1). These diet programmes are rooted the values of the ‘Perfectly Balanced Diet’ plus they guarantee that their clients will receive the right balance of carbohydrates, proteins and vital fats (Neale 2010, p. 1). Every nutritional need is taken care of by the company and they claim that together they can reach peoples’ health goals. Uniqueness and quality are introduced through these eight packages plus the organic element of their meals. Packaging is synced with their own brand at times incorporating the image of a famous celebrity in their packages (Beeken n.d, p. 1). Price Strategy and Promotion Strategy The pricing strategy for The Pure Package includes (1) personally tailored and freshly produced gourmet foods, (2) delivering every day (or only the days that suit the client best) and (3) constant support from their nutritional therapists (Irvine n.d, p.1). The clients are charged on a 10-day, 30-day and 90-day bundle, who pay £449.50, £1198.50 and £3,235.50, respectively. In-pack and online coupons are provided so as to entice clients to try their packages of organic meals. To enhance awareness, as well as trial purchases, Pure Package conducts free sample distributions, as well as testimonials from other their loyal customers and other celebrities (Irvine n.d, p.1). Place (Distribution Strategy) The distribution strategy of the Pure Package is that the firm is taken the meals right to the clients’ doorsteps around London (Irvine n.d, p.1). Conclusion and Recommendations Organic food restaurants that have been in existence for a long period of time can pause as a serious threat to The Pure Package Company if they also decided to start delivering food to their clients (Salaam 2013, p. 89). In order to ensure other restaurants do not beat them at their own game, the Pure Package should seek to incorporate ways that will help them attract more customers and turn them into loyal clients. This can be through incorporating special offers to clients who have been with them or sending them gift cards during special occasions or also during normal days. Another point argued in the paper is that not every customer is overly concerned with the food quality, as well as the nutritional values the food present to them (Salaam 2013, p. 89). This can affect Pure Package in the sense that their promotional method is purely based on the quality and nutritional values of their meals. They can try to attract this other market that does not mainly think about these two factors and try to promote their meals as also being delicious, which can satisfy those who want delicious meals. Also, the company should seek to know more about their clients from a social perspective and their beliefs and views. This will make the clients feel as if they are connected on a more personal level to the company (Erickson, 2009, p. 43). Pure Package can also consider packing their meals to employees or workers, who basically have less time to prepare meals and end up eating junk food, which might lead to health implications for them. They can organise with companies of how they can be supplying them meals to their workers in order to ensure that they stay healthy. Also, the company can improve its services by offering packed lunch to families and children, thus from a young age, they can get acquainted to healthy organic meals. This will influence their future food consumption. Finally, the company should avoid advertising with celebrities who might portray a negative image to the public with they are conducting their own personal endeavours. Such acts have been known to greatly affect companies that use celebrities who are always depicted negatively in the public (Thomas & Wasmund 2012, p. 67). This paper has discussed the extent to which the Pure Package Company has oriented itself into the London market. It can be confirmed into very oriented to the London market. The company had enjoyed much success since its conception and many companies should trying and study their strategy to understand how to fully incorporate any unique business into their target market. I would advise that further research on the company be conducted because it was extremely difficult to come up with the findings of this paper. References Beeken, L n.d, Delivered diet food: The Pure Package, viewed 17th May, 2014 at http://www.weightlossresources.co.uk/diet/reviews/delivered-food-diet-pure-package.htm Brown, W 2009, The business of brands, Oxford University Press, New York. 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