Foundations of Marketing and Communications Assignment Sample
Introduction
Communication factors are the key element in expanding a business in the global market. Especially introducing the new product in the local market becomes easier because of the greater communication.
Here a new product Aloe Bamboo Facewash from the brand Lush has been decided to implement in the UK market with the incorporation of greater communication establishment.
Concepts and types of marketing
Lush is an organization that has successfully implemented the business of handmade fresh cosmetics in the UK market. Jones and Comfort (2018) identified that the organization has decided to introduce the new range of Aloe Bamboo Facewash in the market to capture the customers who have sensitive skins in nature as the ingredients work for this. The company has highly focused on customer needs, customer satisfaction, profit-maximizing, and beating the competitors.
There are four types of marketing that include the below ones.
Figure 1: Types of marketing
(Source: Created by the learner)
- Cause marketing: The organization has focused on this type of marketing to capture the customers for the social issues of having sensitive skin through the implementation of this solution.
- Relation marketing: The company has always created a great relationship with the customers to enhance customer satisfaction and customer retention. It has also been applied in the case of launching Aloe Bamboo Facewash.
- Scarcity marketing: It is an advantageous strategy of marketing that has been applied by the company to encourage customers. It has resulted in the purchasing of the new product by showing product shortage problems.
- Undercover marketing: This strategy is a beneficial approach as it has helped Lush in collecting the consumers by providing a friendly environment for the business.
Implementation of 4p marketing strategy
The marketing mix for Lush has helped to analyze the price, product, promotional and place retakes strategy while introducing Aloe Bamboo Facewash.
It will provide the scope of establishing the new product in the market of the UK.
Figure 2: Marketing mix strategy of 4Ps
(Source: Lee and Park, 2020)
- Product strategy: The organization, Lush manufactures a wide range of handmade cosmetics that includes face wash, shower gels, body wash, bath bombs, and so on. The implementation of the Aloe Bamboo Facewash in the market has been done after identifying the great quality of the products.
As opined by Lee and Park (2020) it has been accepted by the customers easily because of product flavors. The products contain the important elements that suit sensitive skin problems.
- Pricing strategy: Lush is an expensive brand as all the products of this company are handmade. It always has focused on keeping the fresh Aloe Bamboo Facewash in the stores which are highly appreciated by the consumers.
These factors increase the costs of the product. The pricing strategy includes cost management by using the wastages in the company.
- Placing strategy: The business of Lush has been spread over 44 countries and it has around 1000 physical stores in the UK that has increased the sales rate of the company for the new product, Aloe Bamboo Facewash. The handmade cosmetics company always purchases raw materials from the local market to avoid shortages.
- Promotion strategy: The organization has applied various promotional strategies such as advertising and promoting new products on social media for the new products.
It has helped the company to create a strong bond with its customers through social media. Besides a greater number of customers has achieved for purchasing the new product, Aloe Bamboo Facewash.
Importance of various communication mediums in product launching
There are mainly three strategies to introduce a product in the market that include advertising, proportioning, and sponsoring.
Figure 3: Importance of advertising
(Source: Dabija and Băbuț, 2019)
In order to introduce the Aloe Bamboo Facewash in the UK market, the organization has implemented various advertising strategy that has resulted in awarding the customers. It has expanded the market horizon and the sales rate of the new product has been increased with the advertising approach on offline and social media.
According to Dabija and Băbuț (2019), it helped in minimizing the market competition the has developed the scope to introduce the product easily and enhancing its value in the market.
The advertisements have played a beneficial role in educating the consumers about the value of the new products. Besides, it has eliminated the middleman from the business that resulted in product affordability. The proper advertising skills have declared the product quality that has helped in collecting loyal customers.
Figure 4: Importance of promotional strategies
(Source: Revoredo-Giha et al. 2018)
The promotional strategies have also been advantageous for marketing and value-creating for Aloe Bamboo Facewash of Lush. It has provided the chance of targeting the right audience and has enhanced brand awareness.
Promotional strategies through online social media have increased the enthusiasm of the customers in buying products (Revoredo-Giha et al. 2018). http://Foundations of Marketing and Communications Assignment SampleThe company has published the promotion just some days ago of releasing Aloe Bamboo Facewash.
The organization has shown differentiation in product quality from the competitors. The promotional strategies have engaged the customers for the new products that helped in offering more value to the consumers.
Figure 5: Importance of sponsorship strategy
(Source: Rietveld et al. 2019)
Besides the sponsorships of the organization have helped to gain the return on investment along with higher insights from the audience for the new products. Rietveld et al. (2019) stated that the company has been able to access the ID of customers directly by leading the generations.
Sponsorship opportunities have enhanced the scope for increasing the sales rate. The new products have been highly highlighted by this communication strategy by offering proper service.
Designing of communication idea by social media
Designing the communication idea will be highly required by Lush for introducing the Aloe Bamboo facewash in the UK market. First of all articulating, the designs are needed to be implemented by the application of social media. It helps in assuring the stakeholders about the necessity of introducing a communication plan in the business. Identification of the purpose must be done to inform the customers about the requirements of the new product.
Validation of the new product by advertising digitally, Aloe bamboo facewash in the current market will generate greater communication with the customers. As opined by Herlambang (2018) proper research through social media about the new products includes the communication design that enhances the trust of customers in the company.
The communication design plan includes product testing the retain loyal customers in the company. A well-thought design process by customer segment is required to be incorporated by the organization. Implementation of good communication skills among the workers generates confidence among them.
The experiences and knowledge of the communication designs are the most important elements the validate the entire communication plan. In order to interpret the needs for developing communication factors, the implementation of expertise and craftsmanship will be needed. some solutions are highly needed to be engaged in the market entry strategy of the new product of Lush.
Observed competitive advantage and value creation for the product
Lush is one of the famous organizations that creates handmade fresh cosmetics. The organization has decided to introduce the new range of Aloe bamboo facewash in the local market that has helped the company to obtain various competitive advantages.
The organization is already existing in the UK market which has helped in introducing the product easily in the local market. According to Stangierska et al. (2018), the greater brand image of the organization had resulted in dealing with the greater competitors and in achieving a higher sales rate for the product.
It has obtained the commitment of leading the business independently in the Indian Market. The company has an attitude of being environmentally conscious and it manufactures creative and unique products that have resulted in decreasing the market competition. The marketing budget of the organization has been handled creatively that resulted in obtaining a range of distribution channels for the new product in the UK market.
Important theory of establishing communication
Figure 5: Business communication theory
(Source: Marsen, 2020)
The implementation of Business communication theory will be highly advantageous in promoting the new products of Lush in the UK market. It enhances the time for building greater communication that will result in gaining a greater number of customers.
It will highly focus on capturing the target audience for buying the new products and engaging them towards the company. Developing greater supply chain management is another advantageous approach of the theory that handles customer demand by providing products (Marsen, 2020).http://Foundations of Marketing and Communications Assignment Sample
It eliminates all the communication barriers in the organization by enhancing the communication factors with the customers. It will develop greater collaboration among the sender, business information, received and their feedbacks which will develop the process of launching the new product.
Examples of relevant success case
Some relevant cases have been observed in any case where the application through social media has helped in laughing products. The UK organization Barclays has successfully launched the mobile application Pingit in 2012 which has been appreciated by a large number of customers (Problogger, 2021).http://Foundations of Marketing and Communications Assignment Sample
It has been highly useful in money transferring to the target audience which is the result of promoting the launch of new applications by the digital medium. The Mondelez international organization has launched belVita in the UK market by promoting it through social media that has created great communication with the customers. It has also been promoted through YouTube along with the Cinnamon breakfast that has effectively succeded in the UK market.
Conclusion
The study has included the implementation of various promotional and communication strategies for introducing the new range of Aloe bamboo facewash of Lush in the UK market.
The analysis of the marketing strategy has helped to identify the pricing, products, promotional, and placing strategy of the company. The importance of various mediums such as advertising, promoting has been analyzed here for the new product, Aloe Bamboo Facewash.
The competitive advantage for the product has been identified to increase the business in the UK market. An analysis has been done of the theoretical approach along with original case studies to understand the importance of the communication factors.
Reference list
Dabija, D.C. and Băbuț, R., 2019. Enhancing apparel store patronage through retailers’ attributes and sustainability. a generational approach. Sustainability, 11(17), p.4532.
Górska-Warsewicz, H., Żakowska-Biemans, S., Czeczotko, M., Świątkowska, M., Stangierska, D., Świstak, E., Bobola, A., Szlachciuk, J. and Krajewski, K., 2018. Organic private labels as sources of competitive advantage—The case of international retailers operating on the Polish market. Sustainability, 10(7), p.2338.
Herlambang, Y., 2018. Designing Participatory Based Online Media for Product Design Creative Community in Indonesia. Bandung Creative Movement (BCM) Journal, 4(2).
Jones, P. and Comfort, D., 2018. Storytelling and corporate social responsibility reporting: A case study of leading UK retailers. European Journal of Sustainable Development Research, 2(4), pp.1-11.
Lee, J.Y. and Park, K.H., 2020, December. Because It Is Green or Beautiful? Consumer’s Perceived Value of a Unique Type of Sustainable Packaging, Store Evaluation, and Store Patronage Intentions. In International Textile and Apparel Association Annual Conference Proceedings (Vol. 77, No. 1). Iowa State University Digital Press.
Marsen, S., 2020. Navigating crisis: The role of communication in organizational crisis. International Journal of Business Communication, 57(2), pp.163-175.
Problogger.com, 2021. Problogger. Available at: https://problogger.com/6-brands-nailed-product-launches-can-learn/ [Accessed on: 13.07.2021]
Revoredo-Giha, C., Akaichi, F. and Leat, P., 2018. Retailers’ promotions: What role do they play in household food purchases by degree of deprivation?. British Food Journal.
Rietveld, J., Schilling, M.A. and Bellavitis, C., 2019. Platform strategy: Managing ecosystem value through selective promotion of complements. Organization Science, 30(6), pp.1232-1251.
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