Jurlique Marketing
1.0 Executive summary
The main purpose of this business report is to review the appropriateness of Jurlique cosmetic products for the Australian target market. The key findings are: Australia is a huge market for cosmetic and toiletry industry, while it is full of competition due to the zero duty on American cosmetics; Jurlique is a well established brand for most Australia customers, however, it still needs unique selling points other than natural ingredient to expand its market share. This is mostly based on the product research and development.
2.0 Introduction
2.1 Purpose
This report sets out to review the product for a target segment.
2.2 Scope
This report first describes the overall cosmetic industry, the market share of Jurlique’s skin care products and the growth trend. Then the macro and micro-environmental analysis are conducted before the detailed description of the products category. Following the target segmentation, some recommendations will be made.
2.3 Methodology
This report is created based on the theories from the textbook and the secondary data from websites. In addition, graphs and tables are used to assist the specific analysis.
2.4 Assumption and limitation
During the research, some information can not be accessed, however, the information can be found from others as the official website which is formal and perusable to do reference.
3.0 Description of the industry
3.1 Market size and market share
According to IBIS World (2010), cosmetics and toiletries industry are based on a solid foundation, with a booming prospect. He also forecasts that global cosmetic industry will embrace an inspiring growth at an average annual rate of 3.2%, within the period to 2012-2013.
Graph 1: Global cosmetic industry performance and forecast
(Data source: IBIS World 2010)
As a key player in the natural cosmetics and skincare industry, Australian-owned Jurlique Company is a well-deserved market leader. It manufactures
The main purpose of this business report is to review the appropriateness of Jurlique cosmetic products for the Australian target market. The key findings are: Australia is a huge market for cosmetic and toiletry industry, while it is full of competition due to the zero duty on American cosmetics; Jurlique is a well established brand for most Australia customers, however, it still needs unique selling points other than natural ingredient to expand its market share. This is mostly based on the product research and development.
2.0 Introduction
2.1 Purpose
This report sets out to review the product for a target segment.
2.2 Scope
This report first describes the overall cosmetic industry, the market share of Jurlique’s skin care products and the growth trend. Then the macro and micro-environmental analysis are conducted before the detailed description of the products category. Following the target segmentation, some recommendations will be made.
2.3 Methodology
This report is created based on the theories from the textbook and the secondary data from websites. In addition, graphs and tables are used to assist the specific analysis.
2.4 Assumption and limitation
During the research, some information can not be accessed, however, the information can be found from others as the official website which is formal and perusable to do reference.
3.0 Description of the industry
3.1 Market size and market share
According to IBIS World (2010), cosmetics and toiletries industry are based on a solid foundation, with a booming prospect. He also forecasts that global cosmetic industry will embrace an inspiring growth at an average annual rate of 3.2%, within the period to 2012-2013.
Graph 1: Global cosmetic industry performance and forecast
(Data source: IBIS World 2010)
As a key player in the natural cosmetics and skincare industry, Australian-owned Jurlique Company is a well-deserved market leader. It manufactures
References: IBIS World (2010). Cosmetic and Toiletry Retailing in Australia, Melbourne: Arna Richardson, Exporter Guild, Australian, Organic Market, P11(ix), April 2011 Jurlique official website. Retrieved from: http://www.jurlique.com.au/ U.S Commercial Service. 2010, Retrieved from: http://www.trade.gov/cs/ RAPS (2011). Beauty environmental scan. http://175.107.146.153/~rapstcco/wp-content/uploads/2011/12/Beauty-Industry-Environmental-Scan-2011.pdf Phosphagenics Newsletter. (2009). Retrieved from: http://www.docstoc.com/docs/45622966/PHOSPHAGENICS-concealer Asia-Pacific Cosmetics and Toiletries Market Overview. 2010 Pola Orbis (2011). POLA ORBIS HOLDINGS enters into a Share Purchase Agreement to acquire all outstanding shares of Jurlique International Pty Ltd[R].2011. New Zealand Trade and Enterprise (2011). Export guide: Organics and green market in Australia. Jurlique International (2011). Australian packaging covenant action plan. Retrieved from: http://www.packagingcovenant.org.au/documents/File/Jurlique%20International%20Pty%20Ltd%20AP_10_15.pdf