Jurlique is a skincare brand that was founded in 1985 by Dr. Jurgen Klein and his wife Ulrike Klein in Adelaide, Australia. The brand is known for using natural ingredients and adopting sustainable practices in the production of its products. Jurlique's target market is individuals who are interested in using natural and organic skincare products and who are willing to pay a premium for high-quality products that are effective and sustainable.
One of the key characteristics of Jurlique's target market is their focus on health and wellness. These consumers are likely to be interested in using natural and organic products that are free from harsh chemicals and synthetic ingredients, as they believe that these types of products are gentler on the skin and less likely to cause irritation or other negative side effects. They may also be interested in using products that are sustainably produced and that support environmentally-conscious practices.
Jurlique's target market is also likely to be highly educated and affluent. The brand's products are sold at a premium price point, which means that they are only accessible to a certain portion of the population. Consumers who are willing to pay for high-quality, natural and organic skincare products are likely to have higher disposable incomes and may be more discerning when it comes to their purchasing decisions.
In addition to being health-conscious and affluent, Jurlique's target market is likely to be highly concerned with their appearance and maintaining a youthful, radiant complexion. These consumers are likely to be interested in products that can help to improve the health and appearance of their skin, and may be willing to invest in a skincare routine that includes multiple products in order to achieve their desired results.
Overall, Jurlique's target market is comprised of individuals who are interested in using natural and organic skincare products, are willing to pay a premium for high-quality products, and are focused on health, wellness, and maintaining a youthful appearance. These consumers are likely to be highly educated and affluent, and may be highly concerned with sustainability and environmental issues.
The changing face of cosmetics
Competitors - 5C Marketing Analysis Key Question Answered — Who the competitors are, what their marketing strategy is, and how Jurlique's Pola can design its marketing strategy in view of competitive pressures and limited marketing resources. Marketing Factors That Affect Effective Frequency Established brands -. In particular it will focus on product and place. Use evidence from the textbook and academic journal articles with the theory for the segmentation variables. The growing Indian cosmetics market offers promising prospects for international brands. With such products, if they effectively employ marketing mix theory, they can have an excellent marketing performance.
MBA SWOT : Jurlique: Globalizing Beauty from Nature and Science SWOT Analysis & Matrix
Is these conditions are not met, company may lead to competitive disadvantage. What is the level of brand awareness among target segment and general population — The brand awareness among the target segment and among wider population is high. It is not possible for the company to target their product marketing for all types of people in the society as they cannot afford a high price product. The following are the elements of the 5C or marketing that has been used by the Jurlique Company in order to better understand the market condition of the cosmetic industry. Under the Segment Attractiveness Analysis all the segments are evaluated based on the following criteria — Mode of competition and business models — Sometimes the way competitors compete shape the whole landscape of an industry. Innovative Product — With advanced features the product is perceived as innovative in the current market context.
Industrial Marketing Management, 43 1 , pp. Get existing customers of Jurlique's Pola to buy more — It often involves selling accessories along with the existing products or increase the usage rate of the existing products. According to the 4P model, Jurlique's current marketing strategy is: 1. If there is no author, then the website e. Targeting Once the overall market is divided into various segments then Jurlique's Pola needs to choose a target segment or few target segments. However, imitation is done in two ways.
Weaknesses Threats WT Strategies Jurlique's Pola should just get out of these business areas and focus on strength and threats box , or on weakness and opportunities box. The founder of the company was also a specialist of horticulture and botany which help them to introduce the important Herbs and use their medicinal properties in the manufacture of various cosmetic products. Political Risks to Jurlique's Pola — Geo-political risk have increased over the last three to four years with developments such as US-China trade situation, Brexit, and rise of yellow vests in France. Case Authors : Geoffrey G. Improve customer loyalty of Jurlique's Pola customers — Marketing efforts can be used to increase loyalty among existing customers by organizing events, and by providing post purchase information and services. While producing this report, we have followed a standardized research methodology which assures our data quality and authenticity. Jones, Andrew Spadafora 2018 , "Jurlique: Globalizing Beauty from Nature and Science Harvard Business Review Case Study.
In terms of the four risks mentioned above —Marketing managers at Jurlique's Pola needs to focus on risks corresponding to production and delivery risks. Jurlique also uses search engine optimization SEO to utilise its website traffic. In addition to this, the product of essential oil perfume has never been developed in the two firms of L'occitane and Aesop yet. Building communities where customers can share experience and help other customers. The discussion of Jurlique's involvement with animal testing was a sensitive issue as it contradicted the brand's strong environmentally-friendly and ethical positioning.
Company: it is important for a business organisation to evaluate their position in the market by using their strength and weakness and also exploiting the opportunity and identifying the threats that exist in the market. In order to calculate effective frequency, the company use Ostrow frequency model, because Telmar 2010 reported that the goal of Ostrow model is setting up minimum effective frequency level to maximise reach level. . Research and Development spending — As a leader in various product segments, Jurlique's Pola spends significant amount of resources on research and innovation in field of — product design, process optimization, marketing strategies, and building IT network to support all the promotion and distribution strategies. Company Analysis - 5C of Marketing Key Question Answered — What are the strengths and weaknesses of the company and how marketing can improve the effectiveness of its core strength and alleviate the impact of its weaknesses.
Solved Marketing Strategy : Jurlique: Globalizing Beauty from Nature and Science Objectives, Marketing Mix, 5C, Plan
Context Analysis encompass the diligent analysis of macro environment factors such as — political and social environment, regulatory environment, economic conditions in the markets that the Jurlique's Pola operates in, rate of technology innovations in the industry, legal environment, environmental standards in the industry etc. Accordingly, this report has some limitations, including the liŵited aǀailaďilitLJ of ƌeseaƌĐh oŶ ŵeŶ͛s skiŶĐaƌe segŵeŶt iŶ Austƌalia. Both of them were biochemist and previously had conducted various researches in prestigious universities about the importance of skin care and other skin diseases. Company Factors Quality of human resources to create and manage effective campaigns — Jurlique's Pola attracts some of the best talent in its industry and the skill level of Jurlique's Pola existing workforce is very high. These women who purchase Jurlique products are between 20 to 35 years old. Product Line Planning Decision There are three major product line planning decisions that Jurlique's Pola can take — Product Line Breadth decision, Product Line Length decision, and Product Line Depth decisions.
At times the brand had been focused on core green consumers, but McKay had sought to broaden the consumer base by repositioning it as making "the most effective products as natural as possible. Price — Pricing strategy that Jurlique's Pola is pursuing in various customer segments it is operating in. Objectives of the Marketing Plan : There are various objectives for which Jurlique's Pola marketing managers can make marketing plan — New product launch, repositioning of existing brand, targeting new customer segment, entering international markets etc. Pricing Recommendation Based on the evidences at hand — we can choose the following pricing strategy High Brand Awareness — The brand of Jurlique's Pola is well respected in the market so it can fetch a slight premium over the other competitive brands. Jurlique has expanded to over 20 countries. Each segment should be detailed based on some of the psychographic, behavioural, demographic, and geographic variables and the Helix personas below and given a name. Jurlique's Pola can think of ways - how features and value can be added to existing brands that help them in consolidating and increasing their market position.
Jurlique Marketing Case Study Solution and Analysis of Harvard Case Studies
And its ratio with corruption and organized crimes. The challenging diagnosis for Jurlique Marketing and the management of information is needed to be provided. Jurlique and for industry information e. Relevant marking rubric section: Re-design marketing strategy 20% 5 Conceptual map Goals: - To demonstrate the inspiration for your redesign marketing plan. It is used for the purpose of identifying business opportunities and advance threat warning. Marketing mix: Building a marketing mix based on the marketing plan objectives and limitations imposed upon it by the financial resources. According to Australian Bureau of Statistics 2011 , there is the highest population of female in the age level of 20 to 35.
Solved 4P Marketing : Jurlique: Globalizing Beauty from Nature and Science Marketing 4P Mix Analysis
How to Conduct a 5C Marketing Analysis of Jurlique: Globalizing Beauty from Nature and Science Case Study The 5Cs of Marketing Analysis are - 1 - Company, 2 - Customers, 3 - Competitors, 4 - Collaborators, and 5 - Context. Include: o Sources : Your information should come from news articles e. In addition, they have their own farm in the unspoilt hills of South Australia to make sure of a high quality level of ingredients Jurlique Australia, 2021. In Australia, there are a variety of magazines for females. It is important for the company to respect the needs of all the target and potential customers in order to increase their popularity in the market.
