MKT10007 A1 - essay PDF

Preview

Summary

essay...

Description

MKT10007 Assignment 1

Chosen Product The product I have selected for my purchase experience is a tube of Garnier BB Cream. The cream is a Daily All in One BB Cream for sensitive skin. This cream belongs to the Health and Beauty product category group. The product then, more specifically can fit under the product sub-categories such as; Personal Care, Cosmetics, make up and face make up; Face and Tinted Moisturizer or skin care and Garnier.

The 4 P’s Product Garnier BB cream is a daily all in one cream which assists in reducing redness of the skin, correcting skin blemishes and illuminates your complexion. The Garnier philosophy is to use as much natural ingredients as possible and the BB cream I have chosen is for sensitive skin, is fragrance free and hydrates the skin while providing SPF15 UV Protection. The product is packages in a small rectangular box with visual images of how the product can work on your skin, the ingredients and the many benefits of the product. Inside the box is a handy compact 50ml squeeze tube. The tube is a luxurious metallic gold color with a white lid. Made in France, the product also lists its name and the words “Miracle Skin Perfector in 10 different languages on the back of the tube. The product for me serves two purposes; it is compact and handy as well as being a moisturizer, tinted foundation and sunscreen in one so it is ideal for my gym bag. I have an early morning work out a few days each week on my way to work, so will shower and change and do my make up before heading to work. I enjoy the fact that the Daily All In one BB cream combines three beauty products in one as this means I can get ready quicker and there is less to pack.

Place Garnier Daily All In one BB Cream is readily available at most pharmacy’s, supermarkets and bigger chain stores such as Target and K-Mart. One this occasion I purchased the cream from Chemist Warehouse in my local shopping strip. Chemist warehouse is now Australia’s number one online pharmacy however has over 300 retail shop throughout Australia. As a regular shopper at Chemist Warehouse I was able to locate the product easily, however if unfamiliar with the layout, some may struggle to find it as it was located in a middle aisle with many other beauty products of a similar ilk. The product was displayed with many other Garnier facial beauty products such as Cleansers, Toners, Facial Wipes and Moisturisers.

1

MKT10007 Assignment 1

Price The RRP of Garnier Daily All In one BB cream is $14.95. I have used a number of tinted Moisturisers over recent years, however I have found the Garnier BB cream suits my skin type and has a better feel that other products I have used in the past. So for me, for this purchase price was not a factor in my decision to buy. Garnier Daily All In one BB cream would be best compared to a product such as the Olay Fresh Effects BB Cream which is a skin perfecting tinted moisturizer with sunscreen 50ml. Just as the Garnier BB cream, the Olay product encompasses a moisturiser, tinted foundation and sunscreen protection. On reviewing the Chemist Warehouse online store the product has an RRP of $14.99 and is a comparable sale price of $12.69 very similar to that of the Garnier product.

Promotion On arriving in Chemist Warehouse I was excited that the BB Cream was on sale. The RRP of the BB Cream is $14.95 however on the day of purchase, I paid $12.39. While price was not a factor in my decision making process as on this occasion as I specifically went to buy this product, I was happy to find it was on sale. Whilst Chemist Warehouse do undertake in many mass media campaigns through print, radio and TV, I did not view anything prior that alerted me to the fact that I would save $2.56 on this occasion. I have however noticed that Carrie Bickmore, a TV celebrity and new busy mum, has been regular promoting the product as her beauty shortcut on TV and in magazines.

Brand Audience appeal When taking into account the 4 P’s of marketing I believe this product would appeal to the sporty, busy Gen Y female. A woman who is on the go, busy but still wants a product that has the aura of luxurious and class whilst still using as many natural products as possible. The product is easy to source, easy to apply and compact enough to be thrown into a gym bag or handbag alike. Inexpensive but practical, solving three beauty problems at once, the Daily All In one BB cream definitely appeals for those who want minimal fuss but a product that looks and feels naturally great.

2

MKT10007 Assignment 1

BB Cream as a person If Garnier Daily All In one BB cream were a person I believe that they would have the following characteristics: o o o o o o o

30-45 year old Female Athletic On the go Time saving Natural no fuss Image conscious

3...