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Noode

Extracts from this document...

Introduction

Table of Contents 1. Executive Summary .................................................................................... 5 2. Introdcution.................................................................................................... 5 3. Business Vision, Mission........................................................................................6 4. External Marketing Audit 4.1 Macro Environment....................................................................................7 4.2 Micro Environment.............................................................................. 10 5. Internal Marketing Audit 5.1 Operating Results................................................................................. 12 5.2 Strategic Issue Analysis 12 5.3 Competitive Advantage 12 5.4 Core Competencies.............................................................................. 12 5.5 Product Mix effectiveness 13 5.6 Product Life Cycle 14 5.7 Boston Consulting Grid 15 6. Marketing Audit - SWOT Analysis ....................................................................15 7. Marketing Objective 7.1 Strategic Thrust........................................................................................17 7.2 Strategic Objective....................................................................................17 7.3 Core Strategies: Segmentation, Targeting and Positioning..................... ......18 8. Marketing Mix Decision 8.1 Product...................................................................................................20 8.2 Price.......................................................................................................20 8.3 Place................................................................................................. 21 8.4 Promotion................................................................................................ 21 8.5 People.....................................................................................................23 8.6 Processes................................................................................................23 8.7 Physical evidence........................... .........................................................23 9. Budgeting........................................................................................................23 10. Organisation, Implementation & Control...............................................................24 Page 1 of 30 11. Bibliography............................................................................................. ...25 12. Appendix.........................................................................................................26 List of Table 1. Pest Analysis ........................................................................................................ 8 2. Degree of Attractiveness/Impact vs Probability of Occurrence ............... ... 10 3. SWOT Analysis..................................................................................................... 16 4. Ansoff Matrix..................................................................................................... 17 5. Promotional Strategies........................................................................................ 22 Diagram 1. Porter's Five Forces......................................................................................... 10 2. Product Life Cycle........................................................................................... 14 3. Boston Consulting Grid.................................................................................... 15 4. Positioning of Emaar....................................................................................... 20 Page 2 of 30 1.0 EXECUTIVE SUMMARY Noode is a range of twelve skin care product line founded by "Seth Ratner who owes his success to hard work, charm a dash of chutzpah and the incredible hulk. His early lessons of entrepreneurship arouse Mr. Ratner appetite for business"(N.A. 2008). After his job in a male skin Care Company named Zirh Skin Nutrition which was later taken over by Shiseido Co. Ltd, this experience gave him a chance to understand the beauty business and launch his own company named Noode in 2000. Initially generating revenue by selling his skin care products in leading stores like Henri Bendel and Bloomingdale's now wishes to continue to add new locations in US as well as expands internationally. The approach is to develop a marketing plan to launch Noode skin care range in UAE. ...read more.

Middle

Noode has also conducted various workshops and skin care programs to help their customers overcome the skin problems in order to make them realize that company is keeping a close eye to make them look better 5.3 Competitive Advantage The company has a competitive advantage on other products since they are in Market with motto of Generation me. Noode has also low product rated than other companies in the market. It has a very positive image in generation me in skin care industry 5.4 Core competencies * Wide range of quality products designed to meet the needs of young consumers * Experienced and loyal stuff. * Country wide reputation * Conservatively priced * Innovative style of packaging 5.5 Product Mix Effectiveness Noode provides wide range of skin care products manufactured to meet the need of young people ages fifteen to twenty-nine in the market, a group he named "Generation Me". Noode offer products to overcome serious skin care problems with the focus on prevention, with the products names tied in generation me market; Clean ME face wash, scrub me gently facial scrub, make me soft facial moisturizer, help me acne cream, renew me face peel, make me moist body lotion, rub me massage oil, wash me everywhere body wash, scrub me harder body scrub, and the newest product shield me sunscreen gel. All these products do not contain sun protection except Me sunscreen gel(launche in 2002 spring), since the founders believes Generation Me prefers to look Page 10 of 30 tan. The Price points of Noode range from $15 for the Rub ME and scrub Me products to $20 for the help Me acne product. These products are famous in market due to their innovative style of packing referred to as "tottle", this helps prevents accidental discharge of the products 5.6 Product Life Cycle Diagram 2 - Product Life cycle As per the BCG, Noode has achieved a reputation in the market where most of its products can be positioned as "cash cows". ...read more.

Conclusion

We will break up the marketing budget in percentage in this section. Advertising 45% Public relation 15% Direct Mail 10% Sales Promotions. 30% Page 21 of 30 10. ORGANISATION, IMPLEMENTATION & CONTROL Organisation: The implementation of this marketing plan involves huge costs and it needs complete support from the management. The management is fully aware of the marketing efforts for which it has appointed a new Head of Marketing who will be supported by three marketing managers. The head of marketing will implement plans and report directly to the MD. The marketing managers will be responsible for the marketing activities in their own sectors and will have marketing officers reporting to them. Budgets will be allocated to the managers by the Head of Marketing and their performance will be evaluated every month. Implementation: The areas of implementation and the timeline of this marketing plan is illustrated in the Appendix I & II. Controls: Controls is the most important part of a successful plan. Even successful plans fail if it is not properly controlled. The main responsibility of controlling will be upon the head of marketing department. He will take the following steps to see the successful implementation * Assignment of targets. * Monthly break-up of Budget * Monthly meeting with manager on the progress * Reporting to the Managing Director on a monthly basis 11.0 CONCLUSION Noode Skin care line products have been a success in US market and have made their mark in the US market with their quality products, low pricing and innovative packing. The above report is created after analyzing the external internal market of UAE and identifying the strengths and weaknesses of the products, this will help Noode classify the potential of launching the product in strong market of UAE. The product range will target its potent ional customers of age range between 15 to 29 via advertising aggressively to be prominent in the targeted market. Noode plans to display its products in UAE at convenient locations keeping their prices minimal. ...read more.

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