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Report on The Green Tea whitening Series Launching Program - Assignment Example

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Report on The Green Tea whitening Series Launching Program

In the scanning process, it evaluates the three major competitors of Ginvera. It also gives the result of SWOT analysis. The planning stage also outlines the best marketing strategies for the launching program. It gives detailed findings by describing the best planning process for the launching event. The doing stage states how the marketing team would implement the plans for the launch, and how they would evaluate the success of the event. It concludes with the finding and gives recommendations on how the organization could improve on the launching program. Dr.Tor Lam Huat established The Ginvera Beauty Company in 1985. It originated from Singapore but with time, it has grown and established itself in more than fifteen countries, including Europe. The majority of the consumers associate this company to its Bio-essence products, such as the face lifting cream, and the wide range of products it has launched in the past (Kimoko, 2011). The beauty products involve skin care, body care and hair care products. The company’s mission is to be a caring and innovative organization that brings youthfulness and beauty to the public (L.D.Waxson (S) Pte Ltd, 2013). It has a special concern for its consumers and, therefore, strives to manufacture products that are safe and user friendly. It has a vision of being the leading global manufacturing organization for beauty products (Group History, 2013). The company has manufactured a new product, The Green Tea whitening Series. The skin care product protects the skin from damage from the sun’s rays because of its green tea content that delays the oxidation process, hence, an anti-aging product (L.D.Waxson (S) Pte Ltd, 2013). Therefore, the company had to conduct market research to identify the target market, the best location for the launching event, the best product price, placement and competitors. The researchers collected data through interviewing consumers who used the Ginvera Beauty Products, issued questionnaires to randomly selected consumers from the social media and benchmarked the Injex U.K Ltd that was about to launch its new SHIREEN-Poring cosmetic treatment, which was also an anti-aging product (Jonathan, 2013). The Scanning Phase The research showed that the beauty world is dynamically changing and therefore the best planning framework is the strategic planning process because it is cost-effective and aids employees to adapt to the demanding market. The process involves three phases: the Scanning, planning and doing phases (Gru?nig & Ku?hn 2005, p67). The scanning phase ensures there is an evaluation of the market. The marketing department, in this phase, has to collect and analyze data, which would affect the launching program positively or negatively (Ottman 2011, p121). The collection and analysis of data would ensure that the event is at par with the vision and mission of the organization. From the Shireen benchmark results, the marketing manager has to ensure that the company analyses its competitors in order to identify its strengths, opportunities, weaknesses and threats in the market. Competitors There are three major competitors in the market (L.D.Waxson (S) Pte Ltd, 2013). The Ganga Prasad Puneet Kumar has a large product line. It has a better financial position than the Ginvera hence a larger production capacity. Its high level of experience in the R&D department enables it in the production of more innovative products that stand out in the market. An advantage of Ginvera over the company is its high marketing strategies and attractive packaging. The Radico Fashion Pvt Ltd poses as ...Show more
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Summary

It gives a brief introduction of the company and the new product. It outlines the methods the marketing assistant used to collect data. In the scanning process, it evaluates the three major competitors of Ginvera. It also gives the result of SWOT analysis…
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