Establishing a Business: Marketing

Jasmine and company beauty products Ltd.

Student Name: Samantha Alicia McGregor

Registration no.:

Subject: principles of business

School: The Queen’s School

Center no.:100098

Date submitted: February 26, 2016

Territory: Jamaica

Table of contents

Introduction 1

Description of Business 2

Organization of the Marketing Department 3

Use of Technology 4

Market Research 5

Branding and Packaging 6

Pricing Strategy 7

Place 8

Promotion Mix 9

Customer Complaints 10

Government Regulations 11

Ethical Issues 12

Introduction

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This project seeks to investigate the marketing strategy of jasmine and company beauty products.

This successful company prides its self on having a quality product and a policy of putting

customer satisfaction first.

The importance of the marketing strategy, promoting mix, market research, competitors and

customer satisfaction is also outlined in this project.

The ethical responsibility of the business owes to its customers will be highlighted and the

impact of branding and government regulations will be discussed.

Description of the business

Jasmine and company Ltd. is a private company that was founded in 2010. This company

produces a line a beauty products such as acne remover, face moisturizer etc. it is also a limited

liability entity. It is financed by investments, personal capitals and through partnerships.

Jasmine and company Ltd is located at 23 Washington Boulevard, Kingston 7, Jamaica. The firm

can be contacted at 18764563789(digi), 18766789392(flow) and by email at

jasandcompanybeautyproducts@gmail.com.

The mission statement of JCL is to

To produce safe, affordable and quality products to our valued customers,

To establish JCL as a important firm that produces quality skin care products locally and

internationally,

We intend to accomplish this using high quality manufacturing and meticulous market

research.

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Profile one

Organization of the marketing department

Marketing Manager: - the marketing manager is responsible the marketing of the products sold

by the business. He also creates long term and short marketing strategies and is in charge of the

profit and loss of his department.

Jasmine Styles, CEO

Sarah Perkins, Advertising

Manager

Kevaughn Walters, Sales Personnel

Manager

Christopher Lewis, Sales Promotion

Manager

Mark Lewis, Marketing Manager

Advertising manager: - the advertising manager oversees the entire process of advertising at

JCL. This process starts at market research and leads up to the actual sales where it ends.

Sales personnel manager: - sales personnel are responsible for the recruitment and training

sales staff and supervising, motivating and monitoring team performance. They also set budget

and profit margins.

Sales promotion manager: - the sales promotion manager is responsible for planning and

designing promotions to increase the sale of the business goods and services.

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Use of technology

Technology is important in the business because it enhances the efficiency and increases the

productivity of the business. At JCL Ltd technology is used in multiple ways these include:

Labeling and bottling our products

Documenting sales for taxation

Machines are used to sterilize bottles used in packaging and are used to label the product.

Computers are used to document and keep record of sales and purchases made by the business.

Market Research

Market research is needed to reveal the needs of consumers. Market research is used to identify

potential customers. There many ways in which this can be done:

Questionnaire

Surveys

Niche marketing

Research Method

JCL chose to use a survey to identify its customers. The survey was used to divide the population

using characteristics such as age, income and skin type. Age was used to identify the target

population.

The age group was:

10-15years

16-25 years

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These groups were identified with respect of climate and skin texture.

Age group (10-15years) indicated that these persons are just developing these skin conditions

such as acne and use these products to feel confident about theirselves.

The (16-25 years) group persons with prominent skin conditions.

The study of this survey has identified a market for Jasmine’s acne remover.

6

Price

Pricing is an important part of the marketing mix which must be considered the price of our

product is based on the following:

The affordability of our consumers,

The demand for the product,

The cost incurred in production,

The profit margin and objective of the business

Pricing is very competitive because there are several similar companies in the industry. The

prices are based on the cost to produce and a 1.5% mark up.

Competitors

This market is very competitive. There are four other main companies that sell a similar product.

These companies have been in the industry longer and have established brand loyalty with its

consumers.

Product/Service

The products produced are branded under the name JCL and it is a well known name in the

industry. The product carries the distinctive purple and white logo of the company. Branding is

very important because it allows consumer to identify the product of a particular

manufacturer. JCL packages its products in an attractive white plastic bottle; the

package carries the colors of the company for immediate identification. The

information on the package includes:

The ingredients

The expiry date

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Profile two

The effects and direction of use

Pricing Strategy

The pricing strategy of JCL Ltd is to have market-share leadership to ensured continued survival

and existence. It has chosen to sell its products at the lowest possible price in order to capture a

large share of the market.

Product Quantity Price

Acne and blemish remover 120ml $230

Dark spot correcting serum 500ml $560

Renewing cleanser 210ml $340

Revitalizing toner 300ml $420

Face moisturizer 180ml $280

Place

The method by which the product gets to the consumers is called channels of distributions. JCL

Ltd has a fleet of vehicles to transport its products. It also subcontracts delivery in

very far geographical areas. Many small retailers buy directly from the centrally located office.

The limitations to this channel are that consumers may have to purchase products at a marked up

price. The company could choose to use another channel but it would be an expense to the

company which would result in an increase of prices.

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Promotion mix

Jasmine and company Ltd advertises its products by the use of radio, television and print. The

sale of products is carried out using sales presentations, incentive programs and sales meetings.

JCL products are promoted using coupons and giving free samples of our products. It also

promotes its product during slow periods using competitions.

Government regulations

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Profile Three

Jasmine and company Ltd will be registered at the Offices of the Registrar of Companies as a

Business Name.  Statutory regulations taxes such as National Insurance Scheme, Income Tax,

Property Tax, and National Housing Trust will be paid to the government ministries. 

Environment guidelines set out by National Environment Planning Agency (NEPA) will be

followed for the disposal of toxic waste from producing the products to protect the environment.

The business will adhered to the labour laws where each employee will be treated fairly, paid

salary for the 40 hours work, time and half thereafter, no discrimination, and given leave when

earned among other regulating laws.  Without consumers there is no business, so the consumers

will be treated with respect, complaints followed up and solved, and quality customer service

maintained.

Customer complaints

At the main office of JCL Ltd there is a suggestion/complaint box and customers are free to

email or mail us their complaints. JCL Ltd investigates all complaints and has a three day

response policy. JCL Ltd tries to improve where consumers are concerned therefore maintaining

the quality of customer service.

Ethical Issues

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Within the business sector employees are given a hand book, “Rules and Regulations Policy of

the Business” which highlights the dos and don’ts of the business such dress code, misconduct,

arrival and departure, attendance as well as other guidelines to follow.  Failure to adhere to these

rules will result in the employee being warned verbally and written, suspended without pay, or

dismissal depending on the nature of the offence. The ingredients stated in advertisements and

labeling of products is accurate and not misleading. All sales are documented for correct

declaration of sales for taxation and also proper disposal of waste.