Marketing Essay

4298 words - 17 pages

Contents21.0 Introduction 32.0 Marketing Environmental Analysis 32.1 Political 32.2 Economical 42.3 Social 42.4 Technology 53.0 Target market analysis 64.0 Competitor analysis 75.0 Pricing strategies 75.1 Market skimming 75.2 Market Penetration 75.3 Price discrimination 85.4 Psychological pricing 96.0 Promotional Techniques 96.1 Advertising 96.2 Public Relation 106.3 Sales Promotion 106.4 Personal Selling 107.0 Ethical Issues Consideration 128.0 Conclusion 139.0 References 1.0 IntroductionThe secret of eternal youth, the elixir of life and the key to against the aging process have been discovered for century mankind. Therefore, as a marketing team for a cosmetics company, who is working on a new face cream formula in 1995, a very unexpected fortunate mistake was made by accidently create a substance which will actually stop the aging process and its tracks. This achievement is a great success and every con-men and scientist have been dreaming of.The chief geneticist have keep this breakthrough quiet for fifteen years and even used herself a guinea pig for this anti-aging substance. By doing this, she has bathed twice daily in a bath using the substance added for fifteen years. In result, she never even looks a day older, but at a generic level she is exactly the same age now as she was fifteen years earlier. Therefore, the cream has no side effect. With the success of this cream, the board is ready to promote this product to the public.As a marketing team, we need to focus on how to use our marketing knowledge on creating our anti-aging cream to the public. Therefore, we also need to analyze the environmental analysis by analyzing the PEST analysis of our company. Furthermore, we also look into our target market analysis to know our main target for our company. We also will study the competitor analysis, pricing strategies, promotional techniques, and the ethical issues consideration for our company.2.0 Marketing Environmental Analysis2.1 PoliticalThe UK or European Cosmetics Standard Working Group's Cosmetics Organic Group also known for short as the COSMOS has set a minimum requirement and regulation on the use of organic or natural cosmetic. With such regulations and policies to obey, SK-II is restricted from achieving their goals. Besides that enforcement of rules, the implementation of large tax is imposed as one of the controls from the government. This government intervention in the economy will affect SK-II."The higher the sales tax the local or state governments have in effect at any given time, the more expensive it is for customers to go shopping, and the less inclined people may be to shop."(Ehow.com, Accessed: 10th April 2012)Political factor is mainly related to the government intervention in the economy which influences a business organization which in here is SK-II either in a form of good or bad. Specifically speaking, such factors include tax policy, labour law, trade restrictions, tariffs, and political stability. SK-II can get...

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