Marketing Plan for a Herbal Company - Himalaya Herbals.
Executive Summary
The purpose of this document is to analyse the situation of Himalaya Herbals of Oregon and provide forecasts for future market and product innovations. We have developed organisational goals and objectives which stem from their "back to basics" philosophies'. After evaluating the strengths, weaknesses, opportunities and threats, we found that competition was the single biggest threat to Himalaya Herbals's success both nationally and internationally. We concluded that Himalaya Herbals must undertake an intensive advertising campaign to promote brand awareness, gain a greater market share, propel the image of its products, and elevate itself towards a more sophisticated level. Followed up by a number of control procedures and marketing research this would ensure the desired image and sales are achieved.
Situational Analysis
Internal Analysis
Himalaya Herbals is one of Australia's leading skincare and cosmetics retailers. The corporate culture is one that reflects commitment to the environment and has been described as being "in harmony with ideologies and environmental issues of the 1900's."
Current objectives include establishing the company as a determinant force in the Natural Beauty industry, providing environmentally-friendly, products, sensibly packaged from recycled materials and free from animal testing.
Stated future aims are to achieve further growth of:
56 National stores to 70
23 concept bars to 45
70 international outlets to 150-200
Finance is limited in Australia. Capital is currently injected from franchise operations. It is important to finance from Australia so that the company continues its Australian owned and made uniqueness.
External Analysis
Customers of Himalaya Herbals span the 12-60 age bracket. From this, three main market segments exist:
Women aged between 20-27 years
Women between 12-20 years. The mature male segment
Economic Environment
The present economic conditions are promising, they are characterised
The purpose of this document is to analyse the situation of Himalaya Herbals of Oregon and provide forecasts for future market and product innovations. We have developed organisational goals and objectives which stem from their "back to basics" philosophies'. After evaluating the strengths, weaknesses, opportunities and threats, we found that competition was the single biggest threat to Himalaya Herbals's success both nationally and internationally. We concluded that Himalaya Herbals must undertake an intensive advertising campaign to promote brand awareness, gain a greater market share, propel the image of its products, and elevate itself towards a more sophisticated level. Followed up by a number of control procedures and marketing research this would ensure the desired image and sales are achieved.
Situational Analysis
Internal Analysis
Himalaya Herbals is one of Australia's leading skincare and cosmetics retailers. The corporate culture is one that reflects commitment to the environment and has been described as being "in harmony with ideologies and environmental issues of the 1900's."
Current objectives include establishing the company as a determinant force in the Natural Beauty industry, providing environmentally-friendly, products, sensibly packaged from recycled materials and free from animal testing.
Stated future aims are to achieve further growth of:
56 National stores to 70
23 concept bars to 45
70 international outlets to 150-200
Finance is limited in Australia. Capital is currently injected from franchise operations. It is important to finance from Australia so that the company continues its Australian owned and made uniqueness.
External Analysis
Customers of Himalaya Herbals span the 12-60 age bracket. From this, three main market segments exist:
Women aged between 20-27 years
Women between 12-20 years. The mature male segment
Economic Environment
The present economic conditions are promising, they are characterised
References: Articles Anonymous (1996) Body Shop ditches mostly men brand as attitudes change, Marketing Weekly, May 10, pp Anonymous (1996) Friends of the Earth ',joke ' ASA ,judgement on shell ad, Marketing Weekly, May 17, pp. 12. Barret, P. & Lee, J. (1996) Body in need of reshaping, Marketing Weekly, April 4, pp. 10. Collin, J. (1996) Battle for the Soul of the Body Shop, Working Woman, April, pp Red Earth Information Kit (1995) Text McCarthy, E. Jerome, Perreault, William D., Quester, Pascal G. (1997) Basic Marketing A Managerial Approach, McGraw-Hill Book Company Australia Pry Ltd.