MKT Assignment 1 PDF

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MKT10007 FUNDAMENTALS OF MARKETING ASSIGNMENT 1: PURCHASE EXPERIENCE

Due 22nd July 2019 eLA name –

INTRODUCTION This report examines how marketing managers used elements of the Marketing Mix to influence my purchase decision on the Sukin Foaming Facial Cleanser. This report will also explain how companies use brand positioning to attract customers to their products. This report refers to the purchase at Coles Junction on 08/07/2019. Image 1. Sukin – Foaming Facial Cleanser

Image source: Coles 2015, https://shop.coles.com.au/wcsstore/Coles-CAS/images/2/9/9/2994287.jpg

THE PRODUCT CATERGORY The product that I have purchased is the 100ml Sukin Foaming Facial Cleanser Pump from Coles. It is a natural, Australian made, Paraben free facial cleanser. This particular item belongs to the ‘Cosmetic’ product category group. The subcategory of Sukin may include other products such as: Face Masks, Moisturisers, Exfoliators, Hydrating Mists and Night Creams.

THE 4P’S OF MARKETING Product This is a facial cleanser that can be used every day. It comes in a slim bottle making it look high end and elegant. I bought this product as it leaves my skin feeling fresh, clean, soft and smooth. This product can be used also for those with sensitive skin as it is known for being a very natural product, free from harsh chemicals. This product comes in different sized bottles and can last for weeks at a time. As Sukins commitment to their customers, they have a large

range of Australian made skincare products that are paraben free and made using all-natural ingredients. This product was packaged in a bottle with earthy and neutral colours on the label, and instantly made me think that it was a very natural product.

PLACE Sukin products can generally be found quite easily in stores that do sell skincare products. All skincare items are displayed in the cosmetic section of the supermarket. I bought this particular product from Coles at Mernda Junction. The product display for this item was on a stand at the beginning of the aisle, surrounded by various different products from the same brand. The product display definitely influenced my purchase. I walked into the supermarket with the intention to purchase some hand soap, and as I saw the display of the products on the stand, it immediately caught my attention and was the first step in making my purchase decision.

PRICE This price of this product played a large role in my purchase decision, costing me $5.50. The price of Sukin products are generally of a higher price, as you’re getting the Australian made, natural product guarantee. However, generally speaking, skincare products are always somewhat expensive. A 125ml bottle of Sukin Facial Cleanser is priced at $11.00. In comparison to a 200ml Neutrogena Facial Cleanser priced at $12.50, the Sukin product is priced at a premium level, showing its quality and integrity. I personally prefer having a product of a higher quality, therefore the price of the product at the time very much encouraged me to make the purchase on the spot.

PROMOTION I bought this product with a discount of ½ price. Typically speaking, Sukin products are $11.00 per item, and I made my purchase for $5.50. I do not recall seeing any promotional advertisements for this product on TV, radio, online or magazines.

The promotional price of this product did influence my purchase decision at the time. I had assumed that within a few days, the promotional offer would no longer be valid and it would go back to its usual price of $11.00. I did not need this product at the time, but decided to make the purchase to save myself the extra dollars when I did need to make the purchase in the coming weeks.

BRAND Brand Appeal Sukin is marketed alongside various other skincare brands. Based on the 4P’s of this product, the type of people that this would appeal to, would be those who are skin conscious and/or have problematic skin as Sukin promotes a naturally made, paraben free, Australian product. As this product is of a higher price for a smaller sized product, people within this group may prefer Sukin products over other brands as they know that it is of a higher quality that is going to be better for their skin. With the earthy, neutral and muted colours on the labelling of the bottle, it gives a very natural and skin safe feel, targeting those whom it intends to appeal too. SUKIN AS A PERSON If this brand was a person, I would think it would have the following characteristics: - Younger women between 18-25 years of age - Vegan - Athletic - Health Conscious - Sensitive Skin - Environmentally conscious I believe Sukin projects this type of brand positioning as their product range advocates for products that are not harmful to the environment, animals or people.

Image 2 source: https://sukinnaturals.com.au/pages/brand-values

CONCLUSION The marketing mix for this product is encouraging consumers to purchase this item. It has been demonstrated that through the 4P’s, Sukin is a brand with high quality, competitive pricing, excellent marketing and great accessibility....