Marketing Plan

 A Brand Image Proposal to Improve Customer Understanding of The Ordinary’s Skincare Products

Executive Summary

Goal
To provide resources to ensure that customers feel confident about their use of our formulas. In this, they will be well-informed throughout the entire process of decision-making, skincare routine, and aftercare.
Situation Analysis

• ●  Customers are aware of some skin concerns that they would like to address but are unsure of what is right for them.

• ●  There is a need for clear guides to help customers assess their needs and properly target them with our products.

• ●  Customers need to be thoroughly instructed to ensure safety and accurate use and results of formulations.

  Target Audience

• ●  The target audience is individuals who are new to or have recently begun using products

  by The Ordinary or other DECIEM brands.

• ●  The target audience is teens and young adults, ages 15-24 what a beginner level when it

  comes to skincare.

• ●  They are familiar with standard cosmetic products that are combination formulas with

  disingenuous claims.

• ●  The ideal audience values a clean, honest, and affordable approach to addressing their

  skincare needs. Tactics

• ●  Create an informative online hub on DECIEM’s website with courses, quizzes, and detailed product profiles for personalized help.

• ●  Launch a brochure and relevant social media posts with QR codes, direct links, to the informational website tab.

• ●  Send out mobile messaging and an email blast with a discount code and free shipping incentives for visiting the hub.

• ●  Routinely post updates on social media when new information, deals, or activities are posted to the website.

Situation Analysis

The Ordinary was created to stand out amongst other cosmetic companies to offer a unique, positive way to experience skincare. However, many customers, who are unfamiliar with The Ordinary, relate to an overwhelming and uncertain feeling when they are browsing our selection. We want our clientele to feel completely confident and well-informed about their purchase and use of our formulas.

In addition, we want to decrease the hazardous risk factors that come from the incorrect use of specific products by The Ordinary. This is especially pertinent with our stronger formulations such as The Ordinary AHA 30% + BHA 2% Peeling Solution and other exfoliators.

Statement of Purpose

Our new service initiatives will make reliable information and help readily available to our customers so that they may be supported throughout the entire process of decision-making, skincare routine, and aftercare. The intent is to create a new tab on our website and social media platforms that offer a hub of accessible information and direction.

Target Audiences

The target audience is teens and young adults, ages 15-24, of any gender. They notice a need for certain products to help the appearance and health of their skin, but they are unsure of what to use or to be looking for. They may have tried other brands or treatments, but are unsatisfied with the results and are coming to The Ordinary for a fresh start. The target audience appreciates The Ordinary’s approach to clean, transparent skincare products and wants to know how to incorporate some into their personal regimen. However, they are still somewhat unfamiliar with the clinical terms of the products and need extra assistance on knowing what is best for them and how to get the best results.

The target audience resides in North America, is the average age of 20, and their living situation is either in an apartment or at home with their parents. They do not have much of a disposable income and gravitate towards more affordable products. However, they still hold value in clean and quality products that will be effective towards their skincare needs. These members are amongst those in Pew Research Center’s survey who are hopeful that there will be an increased amount of truth online to bring out the better angels guiding human nature. The target audience wants transparency and truthful, genuine guidance online to help them better the health of their skin. Members of the target audience are well-connected as they use popular social media applications, email, and mobile messaging.

The Plan
Goal #1: To ensure accessibility.

Objective #1: Make the new online information hub easy to access and navigate. Tactic #1: Create an informative brochure and relevant social media posts with QR codes and direct links to the website tab.

Goal #2: To improve awareness.
Objective #2: Increase knowledge of the hub and its benefits to visitors.

Tactic #2: Send out mobile messaging and an email blast with a discount code

and free shipping incentives for visiting the hub. Goal #3: To continue extension.

Objective #3: Continually add new content and attract new visitors to the hub.
Tactic #3: Routinely post updates on social media when new information, deals, or activities are posted to the website.

Challenges
Challenge #1: To get experienced customers to be interested in participating.

Refutation #1: Offer promotions and incentives for them visiting the online hub. Challenge #2: To get the attention of customers who do not use social media or have opted out of emails.

Refutation #2: Printed brochures will be handed out in-store where products by The Ordinary are sold.

Conclusion

The Ordinary is unique in the way that its skincare products are designed and presented. This uniqueness is unfamiliar to many individuals in the market and may leave them discouraged. The overall goal is to improve customer understanding in an effort to prevent confusion and misuse of our clinical formulations. Our online initiatives will improve The Ordinary’s brand image to be seen as suitable for anyone with any level of skincare knowledge and experience.

Sources Section

https://www.pewresearch.org/internet/2017/10/19/the-future-of-truth-and-misinformation-online/