Redwin Strategic Marketing Plan

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Redwin Strategic Marketing Plan Table of Contents Title Page 1 Introduction 3 Situation Analysis 4 Market Analysis 5 Customer Analysis 8 Competitor Analysis 15 Internal Analysis 22 S.W.O.T Analysis 28 Strategic Position 31 Vision and Mission 32 Marketing Mix Strategies 33 References 35 Introduction Redwin is a small Australian based company with a relatively broad product range of body and skincare brands. Redwin also seeks to expand their product range overseas and within other product categories. Their products are Australian made and owned, are relatively priced, environmentally friendly and are also created from natural ingredients. Their current products include a range of sorbolene lotions, body washes, hand washes,…show more content…
That is, 50.90%. The second highest percentage falls under women that are aged 25 to 34, however this percentage is only 1 % less than the other. All in all, most women aged 14 and up purchase sun care products, however, the biggest contributors to the sales are the age groups mentioned above. Refer to table 11 below for the statistics. Table 10 AGE OF FEMALE RESPONDENTS TOTAL Women 50 and Over Women 14-24 Women 25-34 Women 35-49 Sun care & sunscreen wc 619 722 1124 1070 v% 40.90% 49.90% 50.90% 34.40% h% 11% 13% 20% 19% ix 116 141 144 97 Based on some of the findings from the tables above we also found that in skin care the most profitable area to expand.. Referring to tables 5, 6, 7 and 8 we see that the skin care industry is broken into face, hand and body care. The tables tell us that most sales are contributed by facial care products, and also the growth rate in this area is also one of the highest. This is the reason why facial care is analysed more in detail in the following pages. To illustrate this better refer to the following table. Table 11 sex age Men Women TOTAL 14-24 25-34 35-49 TOTAL 50 and Over TOTAL - Bought Facial Cleanser in the last 6 months v% 11.50% 50.20% 37.60% 38.40% 33.70% 22.50% TOTAL - Bought Facial Moisturiser in the last 6 months v% 12.90% 63.10% 36.20% 43.00% 40.60% 35.70% TOTAL - Bought Facial Toner in last 6 months v% 3.20% 20.40% 16.10% 14.50% 12.80%

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