Define the appropriate user groups – customer segmentation, Determine the target market.

 Brief description of the company
 Formulate an ethical corporate and product vision
 Define the company and product base philosophy
 Give the product / DL an appropriate brand name
(Using the 6-3-5 method)
 Take into account the instruments of product policy, e.g. packaging
(Application of morphology)
 Determine critical success factors that are relevant to the product
(SWOT analysis, PEST analysis)
 Define the customer benefit. Which USP does this product / DL have?
Develop a suitable slogan
 Put the strategic and operational, quantitative or qualitative
Marketing goals set
 Define the corresponding sub-market in the overall market
(Market segmentation)
 Define the appropriate user groups – customer segmentation,
Determine the target market.
 Position this product using the “Product positioning matrix” in the
defined user group
 Carry out a customer or market potential assessment
 Compare your product with the key figures (sales, turnover) of the industry
last 3 years
 Determine a competitive sales price (cost analysis)
 What number of units do you have to sell at what price, in order to total
to cover costs (break-even analysis).
 For the introduction you develop a corresponding communication distribution plan,
provided that this product / service is quickly penetrated into the market
 How high could the communication budget be?
(Find out the cost and create a marketing cost plan)
Abstract
Naturul is a natural cosmetics company that offers products for today’s women who not only want to discover a natural image of themselves, but also want to contribute to the balance of the use of natural resources through a sustainable development model.
This product is aimed at young women between 15 and 30 years of age who are concerned about their body care based on native ingredients, who are familiar with the products on the market and who have high quality standards.
Naturul is based on a model of resource exploration in this country, but we are based on a model of sustainable development, we contribute to the balance of the use of these natural resources without affecting the ecosystem in which they are produced.
In addition, Naturul is researching the use of more plants and organic substances in its product formulations. When it comes to packaging, we offer the use of refill packs and the use of recyclable materials.

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