Kindred Beauty Marketing Report Assessment Answer

Introduction

Marketing management in a business is a vital process involving the development and implementation of strategic marketing programs and processes to help align with the goals and objectives fulfilment of the same (Itam et al., 2020). Contextual to this aspect, the marketing management needs are to be extensively managed with the help of optimizing the internal processes. This is because marketing management helps in the entire process of planning, and execution as well as tracking the progress of the strategies that a business is using for advertising and communicating its brand to the end market. These processes include the designing of an effective marketing plan, tactics, campaigns as well as digital marketing plans wherein the customers are been communicated about the products and services offered. This, in turn, allows the businesses to understand the target customers’ demand and drive a higher profitability rate to the business. In this connection, the given paper is based on designing a marketing plan for a business offering unisex organic beauty products.

Choice of Product- Unisex Organic Beauty Products

The success rate of the organic beauty products business is highly emerging in the current market of the UAE, and it will inevitably compete well in the market (Grosse, 2022). The business will concentrate on unisex organic beauty products. It is an evolving market as consumers become more conscious of the significance of utilising sustainable and cruelty-free products. Organic beauty products are likewise perceived as being healthier and gentle on the skin (Aesop, 2020).

Brand Name

Kindred Beauty

The brand name "Kindred Beauty" aspired to evoke feelings of unity, inclusivity, and self-love. It likewise implies that the derivatives are reasonable for both the user and the environment. The name has the potential to be more than just a name for a corporation. It could become a symbol of unity, inclusivity, and self-love (Lang, Lim and Guzmán, 2022). It also could be a brand that people feel connected to on a scale that exceeds its capacity or simply on a deeper level. It could be highly effective in increasing the customer base of the company.

Image 1: Brand Logo for the organic unisex products

Source: (Self-Developed)

Branding

Colour Combination

White and black brand colours powerfully combine to evoke feelings of power, value, purity, and cleanliness. Green is the colour of nature, and it is usually employed to embody growth, renewal, and vitality. It is furthermore associated with a strong statement with the brand products. White is the colour of purity, innocence, and cleanliness. It is likewise associated with simplicity, minimalism, and modernity (Mangold and Faulds, 2009). All of this could help attract the right audience for the brand.

Concurrently, black and white create a brand image that is both natural and sophisticated. It implies that the brand is determined to utilise sustainable procedures and develop suitable derivatives for the user and the environment.

Typography

The brand typography will be based on a modern and minimalist, with a priority on readability. It will reflect the brand's responsibility for simplicity and transparency.

~Jingle~

Kindred Beauty, for all of us.

Good for you, good for the planet.

Kindred Beauty is your natural choice.

~Slogan~

Kindred Beauty: Beauty for all, naturally.

Justification: The brand name, colours, typography, jingle, and slogan are all conceived to appeal to the mark audience, millennials and Gen Z consumers who are inquisitive about sustainable and cruelty-free beauty derivatives. The branding even reflects the brand's values of unity, inclusivity, and self-love (Marq, 2022).

Competitor Analysis

Table 1: Competitor Analysis

Source: (Self-Developed)

Segmentation

The targeted market is broken down into various sections to provide appropriate service to each customer with the help of the segmentation approach (Andrews and Shimp. 2017). The market should be segmented depending on the diversified factors to acquire a huge number of customer base. The market segmentation is done depending on the four concepts defined below:

1. Demographic – Both male and female customers within the age group of 18-50 years will be targeted. The demographics shall majorly focus on professionals, self-employed and businesses such as beauty salons and spas. Also, people demand a better beauty lifestyle and are knowledgeable about the advantages of using unisex organic beauty products.
2. Psychographic - The segment of the market having consumers who believe in developed lifestyles and attitudes wherein product quality is more preferred in comparison to the price of the same should be chosen for marketing the targeted organic beauty products.
3. Geographic – Both online and offline marketing will be carried out for the newly launched unisex organic beauty product named Kindred to increase the brand reach and customer base. The offline sector has been chosen as Dubai city of the UAE nation since the same is one of the most luxurious and best-renowned cities for beauty businesses to flourish (Faccia et al., 2023). The online marketing will be focused with the help of developing an online official website with all the connected information about the product, brand and services rendered to help customers from the global world reach to the same.
4. Behavioural – The behavioural segment would include the consumers, specifically the youth who are more accustomed to understanding the benefits of using organic beauty products both for themselves and the environment.

Targeting

The marketing of unisex organic beauty products should target an audience within the age group of 18-50 years who are highly accustomed towards the use of beauty products and knowledgeable towards organic beauty. The targeting strategies that can be used are-

1. Mass marketing – Based on the communication theory of marketing, the products offered by a business should be marketed within a huge range of the population (Kadia, 2022). Thus, with the use of the mass marketing concept in support of the communication theory, the organic planned unisex beauty product is recommended to focus on reaching every individual who is interested in buying these products and highly accustomed to using online marketing platforms.
2. Niche marketing – A niche marketing strategy helps in targeting a specific segment and sharing the appropriate information about the products and services resonating with the unique needs and traits of the target audience (Jerab and Mabrouk, 2023). For the Kindred organic beauty brand, the Latin ages who are more concerned about their lifestyle and skin care will be targeted in marketing to promote the organic beauty products within them.
3. Local marketing - Local marketing will target the people living near the centre of Dubai city’s capital. Based on the placing theory of marketing, rendering importance to localised areas is vital for the brand to get a profound image and reach to further areas. Hence, local marketing is suggested to be useful in developing local connections with customers along with a huge number of suppliers and distributors (Kotler et al. 2022).

Positioning

As known above the Kindred organic beauty brand will be focused on working in Dubai, one of the renowned luxurious areas of the UAE region along with online website selling, the positioning strategies are recommended as below:

1. Convenience-based positioning - the newly launched product will be positioned within the market through online services which will be easily and conveniently available to all the target customers.
2. Price-based positioning - The targeted area for marketing is busy and luxurious, along with the quality of the product being premium and unique. In this context, the price-based positioning will help the Kindred brand to focus on offering products according to quality and placement along with fulfilling the demands of the customers.

USP

The unique selling proposition of the brand designed Kindred as the name for the sale of organic unisex beauty products relates to the offering of a premium brand of organic self-care products, where nature meets luxury. The product range includes skincare, haircare, cosmetics, and fragrances, all crafted from natural ingredients. The Kindred brand aims to provide a range of organic products made from premium natural ingredients for both men and women. Focusing on premium quality, effectiveness and sustainability, the brand seeks to deliver natural solutions for all self-care needs. With luxury retail surroundings and a focus on eco-friendliness, the brand’s unique selling proposition is to become the go-to destination for all-natural beauty requirements with personalized customer care.

Marketing-Mix

Product

The product range for Kindred will consist of organic skincare, haircare, cosmetics, and fragrance products made from natural ingredients like oils, herbs, flowers, and minerals. The products will be cruelty-free, vegan, and free of harmful chemicals. They will come in sustainable packaging. The products will target both men and women looking for natural self-care products. The range will include cleansers, moisturizers, serums, masks, shampoos, conditioners, styling products, makeup, perfumes, and more. The focus will be on premium quality ingredients and effective results. The branding will position the products as natural, ethical, and luxurious.

Price

The pricing strategy will be value-based pricing, with prices set slightly higher than competing organic brands due to the premium natural ingredients, product quality and effectiveness, ethical sourcing, and environmental sustainability. Discounts will be offered for multi-buy promotions. A loyalty program will provide points and rewards for repeat purchases. Prices will be convenient for all the classes of society as we know the struggle of the poor and middle class. This premium pricing matches the high-end positioning and luxurious location.

Place

The Omni-channel distribution strategy will allow customers to browse and purchase through multiple touchpoints (Thaichon et al., 2022). The products will be sold through the brand's e-commerce website wherein all relevant information will be rendered along with an option of 24*7 AI chatbot assistance to help resolve the queries of the visitors. A physical retail store will be opened in the luxurious Dubai City location to provide an immersive brand experience. Additional stores may follow. Select products will be also rendered at high-end department stores and organic speciality retailers. Home delivery and in-store pickup options will be offered.

Promotion

An integrated marketing communications plan will promote the organic beauty brand. Paid advertising will include Google Ads, social media ads, influencer marketing on Instagram and TikTok, and ads in luxury magazines. Owned media will include email newsletters, social media engagement on Instagram and Facebook, and branded content on the website and YouTube channel (Mangold and Faulds, 2009). Direct mail catalogues will target high-income households. PR activities will aim to gain editorial coverage in natural beauty publications. In-store promotions will include gifts-with-purchase, samples, and seasonal offers (Andrews, and Shimp, 2017). The grand opening will have celebrity appearances, giveaways, and special deals.

Conclusion

The above study helps in concluding that effective marketing strategies help in gaining a huge scale profit that can be earned with the establishment of a proper supplier and distribution network within the targeted market area. Further, the promotional strategy designed for the marketing mix for the concerned Kindred brand will be measured with the help of the SEO ratings gained on the official site, the number of visits per hour and the amount of purchases done. Furthermore, for the social media sites used, the number of queries gained, the amount of interest shown by the target market, and the brand promotion competitive advantage gained will be measured to help understand the effectiveness of the promotion strategies planned in the marketing mix.

References

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Andrews, J.C. and Shimp, T.A., (2017). Advertising, promotion, and other aspects of integrated marketing communications. Cengage Learning.

Chaffey, D. and Ellis-Chadwick, F. (2019) Digital marketing: strategy, implementation and practice. Seventh edition. Harlow: Pearson Education.

Faccia, A., Le Roux, C.L. and Pandey, V., 2023. Innovation and E-Commerce Models, the Technology Catalysts for Sustainable Development: The Emirate of Dubai Case Study. Sustainability, 15(4), p.3419. https://www.mdpi.com/2071-1050/15/4/3419

Glossier (2017). Glossier | Skincare & Beauty Products Inspired by Real Life. [online] Glossier.com. Available at: https://www.glossier.com/.

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Jerab, D.A. and Mabrouk, T., (2023). Strategic Excellence: Achieving Competitive Advantage through Differentiation Strategies. Available at SSRN 4575042. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4575042

Kadia, S., (2022). IMC and the Contemporary Communication Dissemination. In Integrated Marketing Communications for Public Policy: Perspectives from the World’s Largest Employment Guarantee Program MGNREGA (pp. 1-13). Singapore: Springer Nature Singapore. https://books.google.com/books?hl=en&lr=&id=yXeiEAAAQBAJ&oi=fnd&pg=PR9&dq=Kadia,+S.,+(2022).+IMC+and+the+Contemporary+Communication+Dissemination.+In+Integrated+Marketing+Communications+for+Public+Policy:+Perspectives+from+the+World%E2%80%99s+Largest+Employment+Guarantee+Program+MGNREGA+(pp.+1-13).+Singapore:+Springer+Nature+Singapore.&ots=u7CoPZjgMy&sig=2yJrgF2nt5sODyHeIOr-oprDQjk

Kotabe, M. and Helsen, K. (2022) Global Marketing Management (9th edition). Hoboken: John Wiley & Sons, Inc.

Kotler, P., Keller. K.L., Chernev, A. (2022) Marketing Management Global Edition (16th edition), Harlow Essex: Pearson.

Lang, L.D., Lim, W.M. and Guzmán, F. (2022). How does the promotion mix affect brand equity? Insights from a mixed-methods study of low-involvement products. Journal of Business Research, [online] 141(12), pp.175–190. doi https://doi.org/10.1016/j.jbusres.2021.12.028.

Mangold, W.G. and Faulds, D.J. (2009). Social media: the New Hybrid Element of the Promotion Mix. Business Horizons, 52(4), pp.357–365. Available at: https://doi.org/10.1016/j.bushor.2009.03.002.

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Thaichon, P., Phau, I. and Weaven, S., 2022. Moving from multi-channel to Omni-channel retailing: Special issue introduction. Journal of Retailing and Consumer Services, 65, p.102311. https://www.sciencedirect.com/science/article/pii/S0969698920313199

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