STP:

SEGMENTATION:

Demographics psychographics
Gender Male, Female,3rd Lifestyle  enjoys a comfortable lifestyle but is still
gender value-conscious.
 seek products that enhance their daily
routine without being too time-consuming
 Likely to shop online
 Brand-Conscious Yet Value-Driven
 They are willing to spend on skincare
products that promise efficacy, natural
ingredients, and trustworthy brand
reputation.
 They invest in products that offer long-
term benefits, such as skincare that
provides both aesthetic and health
benefits.
 To streamline their routine they appreciate
multi-functional products, such as a
moisturizer with SPF or a serum that
targets multiple concerns
Age 21-50 Values-eco-  may prefer products that are eco-friendly,
consciousness cruelty-free, and have ethical sourcing
practices

Income level 15K-25K Zar (70K Skin care  reflect a balance between effectiveness,
to1.2L INR) per routines convenience, and quality
month  morning routine-cleansing, toning,serums,
Location (urban/semi urban) moisturinsing,SPF 30 sunscreen
 evening routine-makeup
removal,exfoliation,serums,eye cream,
moisturizer
 weekly add ons- face masks and face oils
 holistic approach-diet, stress management

Target group:

People in the above mentioned segment, with Homogenous needs:

 working men in urban settings , who are increasingly taking to grooming and becoming skin
care conscious,looking for well rounded products under a premium brand value, with quality
and value for money
 working women in urban/semi urban settings, who take to skin care on a day to day basis
and look for multifunctional products that are derived form natural ingredients, yet show no
tradeoff with functionality and outocmes.
Positioning:

 Affordable Luxury
 Multifunctional products
 Natural ingredients
 Skin care, targeted at the hassles of a pollution ridden urban setting
 Combos for different skin types- with customization [ all we care about is your skin, so stick
to your preferred brand and products and chose us to customise your skincare with the
multifunctional products we offer]
 Eco-friendly and cruelty free----- in sourcing, manufacturing and packaging
 Devoid of chemicals- mineral oil, preservatives, parabens, sulphates, phthalates,
formaldehyde, petroleum, and paraffin.


Market Research - Real Users Included

 Focus Groups:

 Surveys:

 Competitor Analysis:

1. SKOON
 Their products are produced in Cape Town, using century-old beauty secrets
nestled within the natural flora of their backyard – The Cape Floral Kingdom.
None of their natural ingredients are tested on animals, and they contain no
obvious toxins or controversial synthetics.
 They also commit to donating 1% of all sales to South Africa’s Boabab
Foundation so that not only can our radiant skins stay nourished and looked
after, but our lands and communities in need can too.

2. Suki Suki Naturals

 cruelty-free and free from toxic beauty ingredients.

3. Lulu & Marula

 It’s natural, sulphate- and paraben-free, not tested on animals, and free
from palm and mineral oils.
 It is without a doubt one of the most sustainable brands in South Africa.
They only use plant-based ingredients. Their business practices support
local enterprises and their beautiful packaging – that’s enough to get
anyone excited – strictly uses glass and cardboard recyclable packaging.
 “simplicity is the new awesome”,

4. Chick Cosmetics
  cruelty-free in every sense of the word as the brand is vegan friendly and
it makes sure to adopt ethical marketing and sustainable practices,

 Influencer Collaboration: Engage local beauty influencers to gather authentic feedback and
gauge initial reactions.

. Understanding Company Offerings

 Product Range:

 morning routine:
o cleansing-foaming cleanser for oily skin, hydrating cleanser for dry skin
o toning-toner to balance skin pH and prepare their skin for further treatment
o serums-include a vitamin C serum or other antioxidant serums to protect against
environmental stressors and promote a bright complexion
o moisturiser+SPFlightweight moisturizer or day cream is applied to hydrate and
protect the skin. They might prefer moisturizers with added SPF for sun
protection.
o SPF 30 sunscreen
 evening routine-makeup removal,exfoliation,serums,eye cream, moisturizer
 weekly add ons- face masks and face oils
 holistic approach-diet, stress management

 Unique Selling Proposition (USP): Natural ingredients, cruelty-free certifications,

dermatologically tested products, and inclusivity.

 Pricing Strategy: Ensure pricing aligns with the target market's spending power while
reflecting the brand's premium or value position.

Branding Layer on Company Offerings

 Brand Identity: - ‘HOPE NTURALS’- Unearth your Natural Radiance/Natural is Beautiful

o A brand that strongly believes that every individual is THE MOST BEAUTIFUL in the
way nature intended them to be, as is nature-most beautiful in the way God
intended it to be

 Messaging: -

 Natural is the OG of Beauty

 NO cosmetic can enhance the art of the Omniscient, Hence Hope Naturals strives to
unearth the original art of the Omniscient-i.e your natural beauty---your natural self

 Visual Branding: Design packaging and visual elements that appeal to the South African
aesthetic while emphasizing the brand’s ethos (e.g., eco-friendly, vibrant, luxurious).
Strategies to Make the Product Successful

 Local Partnerships: Partner with local retailers, salons, and e-commerce platforms for
broader distribution.

 Influencer Marketing: Leverage local influencers to build credibility and reach. Focus on
micro-influencers who have a more engaged audience.

 In-Store Experience:

 Create immersive in-store experiences with product trials, skin analysis, and
personalized consultations,
 Focus on Product visibility on shelf

 Content Marketing:

o Develop educational content on skincare routines, makeup tutorials, and product

benefits specific to South African consumers.
o virtual display of the natural ingredients used, their authentic link with African
natural heritage and their perceived skin benefits from ancient times
o Fun to know- facts about other luxury brands that use the same ingredients

 Loyalty Programs:

o Implement loyalty programs to encourage repeat purchases and brand loyalty.

o Dedicate a percentage of the income to the welfare of the women workers involved
in shea butter cooperatives [CSR]--- highlight the cause---[NOTE-the natural skin of
these women could be used in Ads to send out the core brand message-Natural is
Beautiful]

. What if Things Go Wrong - Plan B

 Consumer Feedback Loop: Establish a strong feedback loop to quickly identify and address
issues. Consider reformulating products if necessary.

 Address Product Issues: If feedback indicates issues with product effectiveness or

ingredients, consider reformulating the products to better meet customer needs.
 Expand Product Range: Introduce new products or variants to cater to unmet
consumer demands or trends

 Crisis Management: Prepare a crisis management plan for any PR or product issues.
Transparency and quick response are key.

 Adjust Brand Messaging: If our brand message isn’t resonating, we should tweak the
messaging being weary of the aspects of the previous messaging that dint appeal to the
target audience

 Omnichannel Approach: Combine online and offline sales strategies to create a seamless
shopping experience, including options like online ordering with in-store pickup.To be
accessible to wider audiences.

 Pivot Strategy: If a particular product line isn’t performing well, pivot to focus on better-
performing products or introduce limited-edition lines to create buzz.
  Identify Niche Opportunities: If the general market is too competitive, target a
specific niche, such as vegan skincare, zero-waste products, or skincare for specific
skin conditions.
 Reduce Overheads: Scale down operations temporarily to manage costs. This might include
reducing production, minimizing marketing expenses, or outsourcing certain functions.
 Introduce Complementary Products: If skincare isn’t gaining traction, consider expanding
into complementary product categories like wellness, haircare, or cosmetics.
 Explore Alternative Revenue Streams: Offer services like personalized skincare
consultations, subscription boxes, or workshops on skincare routines.

Marketing Campaigns with Clear Objectives and Goals

 Campaign 1: "Eco-Beauty Revolution”

o Objective: Target environmentally conscious consumers---campaign links the

ecological destruction that’s happening on the face of the earth and ecological
deterioration that effects the face of humans to finally re-iterate that be it earth or
humans, they are the most beautiful when in their natural and pristine state. It
however seems unlikely that earth can ever return to its most natural and pristine
state, But there is however “HOPE” for Humans-HOPE NATURALS.

o Goal: Drive 20% of sales from eco-friendly product lines.

o Tactics: Use real South Africanmen and women of different skin tones, under
different urban and semi urban circumstances in advertising. Link the similiraities
between preserving nature and self grooming to preserve one’s natural skin type.

 Campaign 2: " Unearthing the confidence, because you’re Naturally Beautiful"

o Objective: Position the brand as the go-to for Natural skin care

o Goal: Achieve a 10% market share within the first year.

o Tactics: Highlight sustainable practices, eco-friendly packaging, and launch a “recycle

and reward” program.Highlight the need to take pride in one’s skin attributes -
because Natural is beautiful PERIOD.

Metrics to Track as a Brand Manager

 Sales Metrics: Monthly sales growth, average order value, repeat purchase rate.

 Brand Awareness: Social media engagement, website traffic, brand mentions, and media
coverage.

 Customer Satisfaction: Net Promoter Score (NPS), product reviews, and return rates.

 Market Penetration: Market share, product availability across regions, and retail
partnerships.
  Campaign Effectiveness: Conversion rates from campaigns, cost per acquisition (CPA), and
return on investment (ROI).

Building Brand Equity with Target Market

 Consistency: Maintain consistent messaging, visual identity, and customer experience across
all touchpoints.

 Emotional Connection: draw paralleles between Nature and Skin---South Africa engulfed by
nature----Industrical revolution---depletion of resources ----resource curse----ecological
destruction------------similarly---naturally beautiful skin from birth---exposed to pollution in
urban areas---chemicals while growing----depletion of skin health-------one stop solution to
both-Hope.

Given the increasing skin heakth consciousness and grooming demand among men—have to
establish HOPE as THE brand for men’s skin grooming , utilise the high marketshare
availability. Make the concept of skin unisex in terms of importance, being the largest organ
of HUMAN body, Skin is equally important for men as it is for woman.

 Customer Loyalty Programs: Reward loyal customers with exclusive offers, early access to
new products, and personalized recommendations.

. Additional Considerations

 Localization: Tailor products and marketing efforts to align with local cultures, festivals, and
beauty trends(men’s needs)

 Corporate Social Responsibility (CSR): Engage in CSR activities that resonate with South
African communities, such as supporting local women’s initiatives or environmental projects.

12. Learnings from India Market

 Diverse Consumer Preferences

o Lesson: India is a diverse country with varying skin tones, cultural practices, and
preferences. Brands in India have successfully catered to this diversity by offering a
wide range of products tailored to different skin types and tones.

o Application: South Africa also has a diverse population with different skin tones and
needs. A cosmetic brand in South Africa can learn to develop products that cater to
the specific requirements of different demographic groups.

 Emphasis on Natural and Herbal Products

o Lesson: The Indian market has a strong preference for natural and herbal cosmetics,
often rooted in traditional Ayurvedic practices. Brands that emphasize the natural
ingredients and benefits often resonate well with consumers.
 o Application: Leveraging local, natural ingredients and promoting them in cosmetic
products could appeal to South African consumers who are increasingly leaning towards
organic and natural skincare.

 Affordable Luxury

o Lesson: In India, there is a growing trend of “affordable luxury” where consumers seek
high-quality products at reasonable prices. Brands like Lakmé and Lotus Herbals have
tapped into this by offering premium products at affordable prices.
o Application: South African brands can learn to position their products as “affordable
luxury,” offering high-quality cosmetics that appeal to consumers' desire for luxury
without being prohibitively expensive.

 Localized Marketing and Cultural Sensitivity

o Lesson: Indian cosmetic brands excel in localized marketing, tailoring their campaigns to
resonate with regional cultures and festivals. For instance, brands often release special
product lines during festivals like Diwali.
o Application: In South Africa, a similar approach can be adopted by aligning product
launches and marketing campaigns with local cultural events, holidays, and regional
preferences.

 Digital Engagement and E-commerce

o Lesson: With the rise of digitalization, Indian brands have effectively utilized social media
platforms and e-commerce channels to engage with tech-savvy consumers, especially
millennials and Gen Z. Brands like Nykaa have built strong online communities.
o Application: South African brands can focus on building a strong online presence,
engaging with consumers through social media, influencers, and robust e-commerce
platforms to capture the younger, digitally-connected audience.

 Value-driven Consumer Insights

o Lesson: Indian consumers are value-driven, often looking for products that offer multiple
benefits at a reasonable price. Brands have responded by offering multifunctional
products, like fairness creams that also moisturize and protect from UV rays.
o Application: South African brands can focus on creating value-driven products that
address multiple concerns, providing more bang for the consumer's buck.