Australian Local Handmade Soap Brand Soap de Villa - Case Study Example

Name) (Instructor) (Institution) (Course code) (Date) Introduction There is no doubt that brand management is an important issue for every business person; especially when they try to develop and expand their brand to the international market. Different countries may have totally different manners, for instance, the culture, the life style, the consuming ability and so on. There are generally some processes to analysis and estimate the feasibility plan: Marketing objective, marketing strategy and marketing mix, action plans and budgets, the organisational implications, an evaluation and monitoring plan and so on. This paper will discuss about an Australian local handmade soap brand – Soap de villa which recently ventured to the international market. Its first market to venture was Shanghai and Beijing in China. Brand background Soap de villa is a handmade soap brand from Australian. It began with the promoter who has suffered from allergies since she was young: she cannot use any normal commercially made body soap, or her skin would be itchy and cannot sleep whole night. This symptom really annoyed her until once she found that goat’s milk soap was good to relieve this problem. After that, she started to think about how to spread that kind of good products and help people who have the same problem like her, based on her family’s support and her professional business sustainability assessor background, she has researched the idea around two years then Soap de villa was created in the early 2013. Soap de villa is made from natural from natural ingredients. That is, they are made from fresh goat’s milk supplied from the New South Wales of Australia. They do not use powdered milk because of chemical ingredients they contain. The company also uses organic fragrance oils for colouring and sweet small (Soapdevilla.com.au, 2014) This is to meet the customers’ demands and expectations. The main purpose of Soap de villa is to offer what other commercially produced soaps cannot meet. Many people out there have various kinds of allergies which some arises from the products and soaps we use. Soap de villa therefore steps in to fill the gap created. When some people use soaps get allergies or the skins dry up. This results from the chemical additives in these soaps. Soap de villa is friendly to human skin. It keeps the skin in its natural form. As a marketing strategy the company produces a wide variety of soap de villa product including Embellishment Gift Packs, Mini Goats Milk Bars and Goat Milk Skin Soaps to meet the customers’ needs and satisfaction. The high standard packaging of these products makes them the best gifts. This makes the marketing cheaper for the company The following; quality and fashion of the Shanghai market and Beijing’s Classic and quality apply in the ads. It is there important to note that as they will not be deeply discussed in every ad Current product Soap de villa’s products are emphasised on handmade by natural goat milk as well as the product has already got the Australian Made logo to prove the quality. They also make their product category very simple and easy to remember: lemon myrtle pie, jasmine tea, country lavender, rose bouquet, mango smooth and natural milk bottle. The total six different smell products would have different collocations and packages for customers’ needs. Target market China is a BIG Cake Since 1978, the Chinese government has implemented a comprehensive and strategic Opening-up policy which involved permitting increasing foreign direct investments and global trade to ensure a progressive economic development. These policies have proved the county’s socio-economic development and have given the residents a considerable impact (Gerdes, 2014, Pg. 3). China has become one of the biggest markets for businesses which from the whole world. Current Soap industry in China In China, people are used to using soap in their daily life, for example, washing hands, faces, bodies, dishes and clothes. It is more popular than other type of cleansers (e.g. shower gel and powders). According to Daxue consulting (2012), in average, each Chinese people consume around 23.68 units soap per year as well as the soap market in China is increasing more than 20% every year. With the advance of economy in China, people start to care more about the soap material and prefer to separate the usage. They start to separate the different soaps in different ways, for instance, for hands and for bodies are different. Furthermore, family members are choosing different soap that is suitable for their skin or taste. It is clear that China will be a good target market to focus on. Shanghai：Quality and fashion Shanghai is one of the most urbanization cities in China. It is located on the east tip of Yangtze River Delta and halfway along China's eastern coastline. Due to its advantageous geographical location, Shanghai has become a large and prosperous port city (Shanghai Geography, 2014). Many of foreign brands start to hit the Chinese market from here. People who live in Shanghai are also more used to facing new products, cultures and concepts as well as they like to follow the world fashion trend; they pursue the better life style and proud of being the leader city in China. Due to the high consumption ability of shanghai citizens, they start to have more requirement about the goods; the most important consideration is not the price, instead of are the quality and fashion. Beijing：Classic and quality Beijing is the capital city which is located in the North of China. It is regarded as the political, educational, and cultural centre of China. With a history of more than 3,000 years, Beijing has been a central part of China's history (Fiaformulae.com, 2014). Because of the historical background, Beijing people have lived in this atmosphere and proud of to be the capital citizens; they prefer to pursue the product which is more classic and quality. Beijing residents may not pursue to consume the most fashion style products, but they would like to choose the products that are valuable and match their profile. Ad 1: Wedding Gift Ad 1: wedding christening adopted from http://www.soapdevilla.com.au website Current positioning of Soap De Villa wedding The company opened retail shop in the two cities of Beijing and Shanghai. Just like in Australia, these shops also run online and social media where its customers usually make inquiries, orders and shop as well. The company also run official Chinese website where customers able to shop online just like in the New South Wales. The company is also distributing and sell Soap de villa through other retail avenues like supermarkets, pharmacies and chemists Target market This product ad target the society group members’ age is around 18-35 years old who will celebrate something in their life. For example, this target group will be getting married soon. Soap De Villa Company decided to make the product that will suit the occasion. The gift is wrapped in ways that make them appealing and make it worthwhile in the long run Appropriateness The ad is very appropriate for the target group. It breaks the monotony of the commonly given gifts which many newlyweds many receive in excess. Ad 2: Christmas Pack Ad 2: Christmas Pack adopted from http://www.soapdevilla.com.au website Current positioning of Soap De Villa Christmas Wedding gift These products are found in the target market during special occasion. Customers can order them when the need arises. Just like in Australia, these shops also run online and social media where its customers usually make inquiries, orders and shop as well. The company also run official Chinese website where customers are able to shop online just like in the New South Wales. The company is also distributing and sell Soap de villa through other retail avenues like supermarkets, pharmacies and chemists Target market This product ad targets the general members of the society. It is for sharing and celebrating special occasion with the loved ones, family members and friends. Soap De Villa Company decided to make the product that will suit the occasion like Christmas. The gift is wrapped in ways that make them appealing and make it worth the occasion Appropriateness The ad is very appropriate for the target group. This is due to the fact that China has the largest number of Christians in the world. The lifestyle of the people suit the same Ad 3: My fair Lady Ad 3: My fair Lady adopted from http://www.soapdevilla.com.au website Current positioning of Soap De Villa My Fair Lady Just like the other ads, this ad is can be found in shops and run online and social media platforms where its customers can make inquiries, orders and shop as well. The company also run official Chinese website where customers able to shop online just like in the New South Wales. The company is also distributing and sell Soap de villa through other retail avenues like supermarkets, pharmacies and chemists Target market The target for this market women personal use in daily life, the other group is for wedding or event favours. Most of the personal use group of this ad are women whose age in between 35-60 years old. They enjoy outdoor activities, respect nature and like to do handmade items Appropriateness The target market for women is very appropriate as women are known sweet smelling products. Women are also known to be very loyal to certain products which the like. Women are also known to be very choosy unlike the male counterparts Ad 4: Gents Ad 4: For the Gents – Men’s soap adopted from http://www.soapdevilla.com.au website Current position This product is found in shops and run online and social media platforms where its customers can make inquiries, orders and shop as well. Current target customer This product target men. It is made appropriate the meet their skin requirement. It does not cause rashes or itch at all. The product also contains some natural medical value to prevention as men are known to be aggressive and engages is risky behaviours that can compromise their health Appropriateness The product is very appropriate as men have become very conscious on the products to choose. Men have become very choosy these days. For those men who do not conscious about the taste, their partners or spouse do most these kind of shopping for them. Ad 5: General gifts Ad 5: Thank you gift adopted from http://www.soapdevilla.com.au website The current position This product is found in shops and run online and social media platforms where its customers can make inquiries, orders and shop as well. This product can also be pre-ordered and designed to suit special function or event Current target customer This product the corporate world as well other avenues where one give it as a present for the good work done or service offered. It is also used to entice and boost staff morale by making them feel cared of Appropriateness It is very appropriate in the corporate world and other day to day activities where one can appreciate work, input or service offered by somebody References Daxue Consulting - Market Research China,. 2012. 'Market Research: Soap Market In China'. http://daxueconsulting.com/soap-market-in-china/. Fiaformulae.com,. 2014. 'Round 1 | 13 September 2014 | Beijing, China - Official FIA Formula E Championship'. http://www.fiaformulae.com/en/calendar/2014-beijing.aspx. Gerdes, Sina. 2014. Western Food In Shanghai. Chinese Consumption Patterns And Globalization In China. Munich: GRIN Verlag GmbH. Shanghai Geography,. 2014. 'China Shanghai Geography: Location, Terrain, Physical Features, Mountain, River'. http://www.travelchinaguide.com/cityguides/shanghai/geography.htm. Soapdevilla.com.au,. 2014. 'Soap De Villa'. http://www.soapdevilla.com.au/. Read More