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Marketing Plan Essay

2624 words - 11 pages

Earthy Girl
Justin Kopepasah Mai Sandeep Rimal Joe Elliott

executive summary
Our team conducted research on Earthy Girl, a company dedicated to the personal care industry through its mission and products, and its competitors. Earthy Girl’s mission is to sell products of superior quality for profit in a retail environment in order to enhance overall sales and brand recognition. With a focus on creating and offering the best products, and an emphasis on innovation from nature, Earthy Girl is committed to becoming the ultimate personal care destination and to helping consumers improve their emotional and physical being. It is our intention to assist Earthy Girl by researching and defining ...view middle of the document...

We will be committed to working in concert with customers to assure that they are getting a full customer experience. We will do this by expanding awareness of the sugar scrub and its benefits. This will educate customers, while building sugar scrubs awareness into the Earthy Girl brand, pushing the company ahead of competitors in the natural care products industry. Since the key issue is to enhance customer experiences by encouraging education and involvement with sugar scrubs, the marketing goal is to increase customer knowledge of the line and positively influence purchase behaviors. This plan will make it a priority to gain a deep understanding of target customers overall behaviors. It will be key to get inside the hearts and minds of prospects for natural products.

situation analysis
Earthy Girl has experienced some ups and downs since its inception a few months ago. Customers are nonexistent; products are too similar to competitors. However, the company’s drive to constantly do better generates excitement and shows the willingness to put forth great effort to succeed. To start, let’s take a look at where Earthy Girl is currently positioned, where it wants to go, and how it will get there.

SWOT Analysis
Strengths
• High quality products, well designed and crafty products. • All products are homemade and natural. • Eco-friendly.

Weaknesses
• Lack of brand establishment. • Lack of Internet and other marketing efforts • Limited use of integrated media to generate awareness about new products. • Customers are not as educated about products at Bath & Body Works.

Opportunities
• Continual growth in the personal care industry. • Educate customers about natural products. • Out perform competitors in the soap scrub market.

Threats
• Competition from Bath & Body Works, Clinique, The Body Shop, et cetera. • Customers’ lack of awareness about the difference between Earthy Girl’s products and other company’s products. • Lack of knowledge about natural soap scrubs and their use for skin problems. • Other companies have a stronger web presence regarding natural products and custom jewelry, bags and accessories. • Economic Recession.

external environments
Earthy Girl has a lot of external environmental factors working for and against them. A social environment would be with the current drive of health conscious consumption, consumers will be highly inclined to purchase these items. As of now, there are no legal issues that threaten Earthy Girl, but could be a problem in the future. The economic environment is tough and fragile and many

people are going through some rough times. Without some tangible benefit that the consumers know about, there is no real inclination to purchase. The demand does exist, but brand knowledge is needed. As technology goes, Earthy Girl needs to keep up with the new social media and Internet. There are not any major advances in technology that would have a dramatic effect on the company. The...

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