Strategic Marketing

Introduction to Marketing Elements for Comestible Beauty

Comestible beauty is an organization that aims to design and create natural and organic beauty products that consist of edible products as well and thus the name Comestible beauty. Comestible beauty products are created to illuminate and enhance consumer’s beauty and health by providing products which are pure and therapeutic and contain luxurious ingredients taken from the nature. Its product line contains skin caring and wellness product. The products of this business are wellness teas, juices, skin toners, essential oils, moisturisers, serums, body lotions, and so on.

SWOT Analysis and Ansoff Matrix

After developing the product, it is essential for the company to develop an effective marketing strategy to create a space for itself in a competitive market and eventually become the market leader. An effective marketing strategy and its elements largely influences the consumers buying decision (Masterson, Philips & Pickton, 2017). Before implementing a marketing strategy, it is important for the company to analyse its competitive position in the market. For this purpose the company can use the technique of SWOT analysis and Ansoff Matrix.

SWOT Analysis

For assessing the strengths, weaknesses, threats and opportunities of any product or business SWOT Analysis is used (Gurel, 2017). SWOT analysis for Comestible beauty can be explained as:

Strengths- Innovative business concept of the company. Consumer’s awareness of the benefits to include natural products beauty and wellness regime is also a strength for the company.
Weakness- Limitation in distribution channels and higher pricing. The sales being dependent on high-end market segments.
Opportunities- Expansion of e-distribution network, increasing sales with the help of increasing demand online through social media.
Threats- Aggressive and increasing competition, high labour cost and threat of imitation and product copy.
Ansoff Matrix

It is a strategic tool used to analyse the opportunities the business have to grow by developing new products and services, and tapping and penetrating into new markets (Schawel & Billing, 2018). The Ansoff matrix for this company is:

Market penetration- They should penetrate the market by understanding the untapped markets. They could start by selling their products online.
Market development- the company should tie-up with different social media influencers and promote their product. They can also, open stores in the areas where the skin care products are not easily available.
Product development- the company should develop new product lines, product variants to cater to all types of consumers
Diversification- can venture into introduce a completely new product in a new market.

Marketing Mix

The marketing mix includes the four elements which have an impact on performance of product and its sale; it consist of product, price, place (of distribution), and promotion (Masterson, Philips & Pickton, 2017). The marketing mix of this company is as follows:

Product- it can be described as the offering of the company to the consumers in return of a price, in order to satisfy their needs and wants (Masterson, Philips & Pickton, 2017). The product segment of this business consist of many skincare and wellness products like essential oils, healthy teas and juices, beauty lotions, etc. The significant product feature of all its product is the use of pure natural ingredients for manufacture.
Price- is amount the companies receives in return for manufacturing that product or service. The company has a higher pricing strategy and it caters to high end consumers
Place- it is the various media, place and channel used for distributing the product. It ensure that the right product is made available at the right place and time, with the right quantities (Masterson, Philips & Pickton, 2017). The company can open flagship stores, franchise stores, and use online platforms for reaching the customers across the globe
Promotion- it is communicating the related product information, ideas features and targets a group of consumers in order to motivate sales (Masterson, Philips & Pickton, 2017). The company promotion tools like print media, television commercials, print advertisements, etc. Using social media and digital marketing techniques can also help the company increase their sales.

References for Marketing Elements for Comestible Beauty

Gurel, E. (2017). SWOT analysis: A theoretical review. The Journal of International Social Research, 10(51), 995-1006.

Masterson, R., Philips, N. & Pickton, D. (2017). Marketing an introduction. London: Sage Publications.

Schawel C., & Billing F. (2018). Ansoff matrix. Retrieved at: https://doi.org/10.1007/978-3-658-18917-4_8

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