Marketing Management of Jurlique Australian cosmetics company

Question: Discuss about the Marketing Management of Jurlique. Answer: Introduction: Themarketing management is an important process of all business organisations that help them in all the major operational activities and planning Strategies for the overall business. It also helps them to utilise all the proper resources that are available within the organisation and to increase their popularity among all the potential. According to Hollensen (2015), the overall success rate of a company totally depends on the policies that have been set by an organization in the overall process ofmarketing management. There are various Tools and techniques that can be used by business organisation in order to prepare the marketing plan and also attract all that potential customers. With proper marketing management techniques it is also possible to increase the level of brand awareness among the customers. The current report analyses the importance of marketing management in context of Jurlique which is one of the most popular Australian cosmetics company. The report also highlights brief description of the company and also provides detail information about various marketing management plan of the company which has helped them to deal with all the major challenges and gain competitive advantage in the cosmetic industry of Australia. The detail of the business operation and marketing management technique of the Jurlique Company has been discussed in details along with the techniques that have been used by the company in the recent past years. Brief Description of the Company The Jurlique International Private Limited is considered to be one of the major cosmetic manufacturers in Australia which specialises in manufacture of natural Botanical based cosmetic and skin care. One of the major attractive point of this company is that the uses natural Herbs and Botanical plants in the manufacturing process of their cosmetics and other skin care products which is considered to be environment friendly. In spite of the fact that the cosmetics is price higher than other international Chinese brand product the popularity of Jurlique product within the cosmetic industry of Australia have increased tremendously in the last few years due to the fact that most of the people have become highly conscious about the importance of avoiding artificial cosmetics that can have serious effect on their skin and other health condition. The Jurlique Company was founded in the year 1985 in the state of Southern Australia. It was established by the German couple Dr Jurgen Klein and his wife Ulrike. Both of them were biochemist and previously had conducted various researches in prestigious universities about the importance of skin care and other skin diseases. The main objective of the introduction of this company and the brand is to introduce skincare products that will help to avoid the effects of global warming and climate change that has severe effect on the skin of various people. 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. At present the company has over 5000 stores all over the world out of which 58 are located in Australia. The company has also introduced various community stores and concept showrooms which are mainly aimed to raise the awareness of people which help them to give up their habit of using artificial cosmetics and focus on naturally made herbal cosmetics. The main slogan and marketing vision of the company is to increase the popularity of naturally made Cosmetic which can reduce the total number of skin care diseases that is increasing in the modern age. The main philosophy of the company is also to make the purest skin care product that will also have healing properties and can inspire people to use their product in order to have a healthy and beautiful skin. The techniques that are used by the company in order to manufacture a healthy skin care products has been one of the main key points of marketing that has helped them to attract all potential customers in Australia and all around the world. All the products that are manufactured by the company are strictly made from biodynamic farming principles that are considered to be Highly Effective to reduce all the skin diseases and also enhance the glory. The company has set up various agricultural farming lands where the harvest all the required crops and plants that are needed in the p rocess of manufacture. There is a unique process of extraction called bio-intrinsic process that in the collection process of all the important Chemicals found in a plant. This chemical is then utilised in the skin care product and also ensure that all the natural properties are retained that can help in providing healthy skin. The pure age defying nourishing cleansing oil is one of the main products that have been launched recently by the company that aims to reduce the effect of aging among individuals using the most natural techniques and also ensure that no harm is called in the skin due to the use of this product. 5C of Communication for the company Baker (2014), has mentioned about the importance of 5C of marketing which is considered to be one of the major marketing tool that help an organisation to satisfy all the needs of the customer according to the demand. It is also possible for an organisation to understand the external business environment of a market and also the dynamic opportunities that can be utilised in the overall marketing management process. The overall framework of 5C analysis highlights 5 key areas of marketing that helps in the decision making process of a company by properly evaluating the micro and macro and my mental situation (Kotler et al. 2015). 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. a.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. One of the effective techniques that can be used by the companies evaluate their position is to use the tool of SWOT analysis which is one of the most effective marketing tool (Mller and Parvinen 2015). The major strength of Jurlique cosmetics is the method of the production of natural cosmetics and also the influential slogans and marketing mission that are used by the company. The naturally made product can easily attract all the healthy skins conscious people and also the individuals who are highly aware about their outside beauty. Moreover the company has able to gain a strong reputation in the last few years in the cosmetic industry of Australia as they have provided high quality product without any compromisation. On the other hand, the main weakness of the product of the company including the natural oil that is used to prevent the process of aging is the high level of pricing. 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. Moreover most people in Australia have the habit of choosing cheap Chinese cosmetic product without knowing their harmful effect in terms of long term usage. With the rise of demand of natural cosmetic product in the Australian cosmetic industry there is a tremendous business opportunity for the Jurlique Company to establish himself as one of the leading brands in Australia and also in the international market. Nevertheless, the company also has to face the threat of new cosmetic companies that are introducing in the market and also due to the fact that they are able to provide the natural cosmetic product at much lower price. Customers: The main customer group of the company includes all the cosmetic lover people and also the individuals who are highly conscious about the matters related to skin care product. There are a lot of cosmetic lover people in Australia who are highly concerned about the matter related to the Chemicals that are used in cosmetics. The target group of the company also includes the economically higher section of the society due to the fact that the product that is being launched is highly expensive. Collaborators: The collaborators and suppliers an important part of the stakeholders of the company that helps them to provide all the raw materials that is needed in the process of manufacture. The main supplier for the Jurlique Company includes all the agricultural farms and herbal manufacturer who supplies them with the natural raw materials and ingredients that are needed in the manufacturing process of the natural anti-aging oil. Competitors: With many new companies introducing their business in the category of natural beauty and skin care product the Jurlique Company has to face severe competitive challenge in the cosmetic industry. The Becca cosmetics and the Jojoba Company are few of the major competitive rivals of Jurlique Company in the Australian cosmetic industry. There are also many Chinese cosmetic brands that impose huge challenge in the overall business process. Context: The use of the technology has a major impact on the overall manufacturing process of the Jurlique Company that has helped them to introduce the anti-aging nourishing oil in the market. It is also important for the company to consider all the legal matters and ethical issues that help them to deal with all the challenges in the market and also ensure that they are providing high quality product to the customers. Collection of Market Research Information According to Wei et al. (2014), the overall process of information gathering and collection is one of the important part of marketing research process for a business organisation that help them to understand the need of the customer and also the behaviour of the target group. In order to collect information about the 5C of marketing it is important for a company together all the latest information and trends related to the external and internal environment of market. The use of marketing tool that help to collect information related to external business environment is one of the main part of business intelligence process that helps in the application process of 5C of marketing (Foxall 2014). It is important for the Jurlique Company to understand the need of all the cosmetic lover people and beauty conscious individuals in the Australian market. In the modern days it has been a latest trend among the many beauty loving people to avoid the various signs of skin aging an affair beautiful and young for a longer period of time. Conducting market survey on all the middle aged women in the Australian region is one of the best ways to collect information and understand the need of the target customers. The company also need to analyse the similar product that help in the anti-aging process treatment launched by the Rival brands. This will help them to evaluate the effectiveness of all the similar products that are available in the cosmetic market. With the hall launch of various similar types of product that are aimed to reduce the effect of aging among all middle aged women, the behaviour and the trend of the target customers are changing rapidly due to the fact that they have the opportunity to choose from a wide range of product from different brands. Strategy of Marketing It is important for a business organisation to identify all the potential customer and market segment in order to prepare an effective strategy of marketing (Lusch and Vargo 2014). It is also important to mention in the context that the development of the marketing strategy is based on the information that are collected from the market Intelligence and application from other marketing tools. The target group for the anti-aging nourishing oil launched by the Jurlique Company includes all the women in the Australian population who belongs to the age category of above 40 years. After the age of 40 years all the signs of aging start to appear in the skin of all women. Hence in order to recover from the aging signs it is important for them to use high quality cosmetics that can help them to reduce the all the signs of aging without any harmful side-effect that is generally the case with artificial cheap cosmetics. 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. Di Benedetto and Kim (2016), have mentioned about the importance of value proposition which is an important part of the marketing strategy development process that help in popularising the brand within the customer group and also increase the level of trustworthiness among the customers. It is also important for the Jurlique Company to have proper business deal with all their suppliers and distributors which can help them in the overall sales process. The brand positioning is also an important part of the marketing strategy that helps the customer to get the entire necessary product easily from all the nearby stores. Less availability of the required product can also decrease the popularity and reputation within the market and target customer groups (Brindle and Oxborrow 2014). Development of the marketing Tactics The 4Ps of marketing mix is one of the effective strategies that can help to deal with the marketing tactics development process (Armstrong et al. 2014). The elements of the 4Ps of marketing also help in the overall process to of fixing the price and in the process of product recognition. Product: The identified product in this case is the Purely Age-Defying Nourishing Cleansing Oil that is launched by the Jurlique Company. The main aim of this product is to reduce the science of aging among all aged women. It helps in the overall process of providing nourishment and moisture to the skin that is lost after the middle age. Price: due to the fact that the anti-aging nourishing oil is prepared from all natural product without any use of harmful chemical preservatives it is important for the Jurlique company to have higher price of the product which will help to ensure the quality among the target customer groups. Promotion: the company has aimed to launch its product in all beauty stores and beauty product launch events that is conducted in all over Australia. Place: it is important for all business organisations to have a fixed geographical place that is needed to launch of any new product. It is important in these contacts to mention that launching the right product at right price and also the right place is one of the main criteria for successful product launch event. It is important for the Jurlique Company evaluate the place for the launch of the product. In this case, as the company is launching an expensive skin care product, it is important for them to launch the product in all the urban developed regions of Australia where the income level of the people is generally in the higher category. Conclusion With the help of effective and efficient marketing management plan it is possible for the Jurlique Company to successfully launch their product of anti-aging nourishing oil. The use of 5C marketing tool can help to identify the strength weakness of the company and also help them to utilise the business opportunity. Nevertheless, it is important for them to collect proper information related to market intelligence that can be applied in all the marketing tools. The company must also identify the need and demand of the target customers in order to provide them with higher quality product and also ensure high customer satisfaction rate is obtained. Due to the fact that in the present age people are becoming more aware of their healthy condition of the skin the use of natural ingredients and herbal products can be one of the major strength of Jurlique Company. It is also important for the company to use the 4P elements of marketing mix in order to make the launch event of the new product successful. References: Armstrong, G., Adam, S., Denize, S. and Kotler, P., 2014. Principles of marketing. Pearson Australia. Baker, M.J., 2014. Marketing strategy and management. Palgrave Macmillan. Brindley, C. and Oxborrow, L., 2014. Aligning the sustainable supply chain to green marketing needs: A case study. Industrial Marketing Management, 43(1), pp.45-55. Di Benedetto, C.A. and Kim, K.H., 2016. Customer equity and value management of global brands: Bridging theory and practice from financial and marketing perspectives: Introduction to a Journal of Business Research Special Section. Journal of Business Research, 69(9), pp.3721-3724. 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