Shalene Shalika Wickramathilake H00146063

Esther Mary Roy H00145883

Table of Contents

Executive Summary.........................................................................................................................3
Business Mission.............................................................................................................................4
External Marketing Audit.................................................................................................................5
Internal Marketing Audit.................................................................................................................9
SWOT

Analysis

.....................................................................................................................11

Marketing Objectives .................................................................................................................. 13

Core Strategy .............................................................................................................................. 14
Marketing Mix Decisions ........................................................................................................... 21
Organizations and Implementation .............................................................................................. 25
Control ........................................................................................................................................ 26
Conclusion .................................................................................................................................. 27
References ......................................................................................................................................28
Appendix......................................................................................................................................30

Executive Summary

The marketing plan is executed with the framework of SOSTAC.

The marketing plan initially begins with the business mission and moves on to the marketing audit,
which

consists

of

external

and

internal

factors

that

affect

the

company.

Marketing objectives are implemented through the SMART test which helped identify the
problems stated. Core strategies allowed us to target our customer in different segmentations.
Additionally it includes target, positioning and segmentation market. A brief summary of our
competitors have been shown in a table. Marketing mix decisions were achieved using the four
factors which include product, price, place and promotion. Implementations were based on the
organization decision on strategic planning and decision making. Lastly the control aspect allows
our company to follow the marketing objectives and meet performance standards.

Business Mission

Jos Eber is a UK based company taking hair products to the next level by introducing the new and
improved collection of hair quality tools. Our business mission is hair styling tools in the beauty
industry. Our main objective is focusing on innovation with its advanced features and designs that
give remarkable results. Jos Eber has come out a new inventive product called the signature series
with includes a 3 in 1 straightener, curler and blow dryer. This product has been designed to make
it easier and cost efficient for customers. What makes us different from any other hair styling
product is that we have a in-built keratin serum added onto the nano-glide titanium plates or rods
of the hair tools which produces less damage to the hair and giving it a healthy glow.

Our Mission
Jos Eber can help transform the hair industry by coming up with new innovative products to help
satisfy our customers using great technology.

Marketing Audit
The marketing audit is a fundamental part of the marketing planning
process. It consists of both external and internal influences on the marketing plan (Friesner, 2014).

External marketing Audit;

Macro-environment
This section consists of issues based on the many forces to which the business is exposed.
PESTLE
Its a tool for business analysis which includes the following;

Political

Doesnt apply

Economic

Technological

Larger impact on the

production

Economic growth
(developing in
other countries)
Income of increase

Social-Culture

Legal

Safety Issues about the

product

Sold in most of the

countries
Very handy and is
trading

Environmental

Natural material
used

Political:
Political risks are addressed through building a relationship with the various stakeholders of the
company (Hollensen, 2011).

Economic:

Marker size and growth are influenced by the economic growth. Jos Eber is becoming a known
product and developing in most countries of the world. This is an advantage because there is an
increase in income and profit margins.
Social-culture:
Jos Eber growth is increasing because of its new ways of innovation and productivity. In this
specific product the distribution trends for people who are involved or use hair styling tools in the
beauty industry.

Technological:
Consumers are becoming more demanding and experimental in the area of beauty products.
Technology seems to be increasing rapidly every day and this is a challenge. This also has a better
impact on the production.
Legal:
Jos Eber first started out in 2012. Over the years safety issues have been stated about product
before buying.
Environmental
All material used in Jos Eber are authentic and natural materials are used for the hair serum.

The Market
Our Customers
This applies to those involved in the beauty industry. Our customers range from
those who would by the products individually to the product being sold at retail. The
following table shows the market size and shares against our competitors.

Our Competitors
Company
Name

Braun

Bellami

Chi

About their
product

Styles hair without

damaging and is infused
satin hair technologies for
just
blow dryers and
straighteners

Offers a complete clip &

clip-less collection of the
most useful and versatile
professional titanium
curlers

Selection
of
professional flat irons
plus curlers that give
you a sleek and silky
finish to your hair.

Cost

Starting cost with basic

features is $60.00 goes up
to $80.00 for each product

Ranges from
$219.99$350.00

Ranges from $185.00

and above for each
product

Strengths
and
Weaknesses

Strength- products is user

friendly and the costs are
reasonable.
Weakness- No new
innovative products for
hair styling tools so less
demand.

Strategies
and
Objectives

Market
Shares &
Size

They have other products

apart from hair tools
which tend to do more
well because of its tech
uses

They sell their product

from other manufacturers
and retailers Good
brand image even on
GDP market

Strength- their online site

is well established and
they control majority of
the
beauty
industry
market.
Weakness-Products
expensive

are

Their product is very

well known and they
have variety of other
products such as hair
extensions which also
feature the famous
Kylie Hair Kouture.
Variety of different
products for hair in
the beauty industry.
Bellami also has a
good brand image.
Sold only online and
in the US.

Strength- The hair tools

uses negative ions and
ceramic plates to
straighten the hair at high
temperatures without
stripping it of moisture.
Weakness- Does not
have a heat setting
which could damages
the hair.
Apart from styling tools,
it does well for hair
products which are used
professionally.

Chi is a start-up
company so the profits
are slowing rising
through social media
giving them a good
brand image.

Internal Marketing Audit

The internal audit assesses the resources of the organizations as they relate to the environment and
main resources of competitors. (Raju M. S., 2009)
1. Operating results
Jos Eber takes into consideration operating results which is generated by its product,
customers, sales, market profits and shares.
2. Strategic Issues Analysis
Market objectives would be defined in terms of profitability, market share or growth (Jain and
Haley, 2009).
Profitability is the most important objective that senior managers set in the company. Jos Eber
targets a measure of revenue through various ratios such as earnings per share, return on
shareholder funds and return on capital employed. Performance against these profit objectives is
measured annually and often quarterly or even weekly.
Growth would be second to profit and it can be achieved internally or through achievements.
In market share we seek to maximise the market value and the company would invest only if it
achieves a return greater than shareholders for example could obtain for themselves.
3. Marketing Mix
In order for the marketing mix to be effective the business needs to look carefully at the
combinations of fours factors which include product, price, place and promotion. The business
should also balance out cost and effectiveness. (Sutherland & Canwell, 2008)This has been shown
in the marketing mix decisions.

4. Marketing Structure and Systems

Marketing research
Gathering information on an organisation which would include customers opinion and social
research, using analytical techniques to shed light on decision making. Jos Eber conducts various
types of market research in order to satisfy our customers needs. The company conducts two types
of research, primary and secondary which would consist of qualitative or quantitative researches.
The increasing role and importance of market research is highlighted through the words of
Churchill and Iacobucci (2005) as they state marketing research exists everywhere.

10

SWOT Analysis
A SWOT analysis is the planned approach when assessing the internal and external factors,
which may affect the company in a positive or negative way and help strategically position the
company in its market industry. SWOT is presently one of the frequently used tools in strategic
analysis and other evaluative studies (Magid, 2013).

Strength

Strong brand image/ value

High quality of product
Existing brand
Retail and Online growth

Weakness

Competition mainly with Braun

New product may not sell
successfully in the market unless
bought f or retail

Opportunities

Globalization
Huge market potential
Further innovation

as

Threats

Growing competitors from established

chain market for example Braun etc.
Marketing/ Promotion failure

Change in market demand

.

11

- Internal factors of the organization consist of:

Strength:
One of Jos Ebers biggest strengths is their constant innovation in its beauty products and their
continuous research. Their creativity allows the highly valued product to have a good brand
images and to be sold at a reasonable price. They advertise and promote specific products for
their target customers through retail or online shopping.
Weakness: On the other hand, Jos Ebers weakest link would be their profit margin is
significantly lower than other competitors such as Braun because similar products are sold for a
less expensive price. The products are mainly sold through retail stores and online stores.

- External factors of the organization consist of:

Opportunities:
The most profound opportunity is that Jos Eber has a huge market potential which attracts more
customers. It has a lot of customers because of its good known brand image. With further
innovation, globalization helps to bring out a rise in demands for the product.

Threats:
One of the biggest threats was the global economic crisis and economic downfall. Growing
competition with other companies from established chain markets for example Braun, Babyliss
etc. This also makes it hard to keep up with the change in market demand and consumer
preference.

12

Marketing Objectives
Most marketing objectives go through the SMART test. It is designed to minimize
misinterpretation or assumptions in the marketing objectives. (Richman, 2006)
Jos Eber uses SMART to asses its marketing objectives, it helps the company when looking at
the profitability, market share and its growth
pe
S
i fi
c
c

Me
s
a
l u
ra b
c h
A
ie
l v
b
a
e

i m
T
e

ea
R
lis tic

Figure 1.
Problems Stated
Hair styling tools in general tend to strip the oils from the hair. Over heat can damage the hair
causing spilt ends and bristled hair.
Solutions:
Jos Eber new built in keratin serum helps solve over heating as it gives out a layered serum
helping it to protect the hair from being damaged.

13

Core strategy
The marketing objectives are achieved through the core strategy of the company, Jos Eber. The
core strategy is accomplished through target markets, competitor targets and competitor
advantage.
Target market:
When a particular market is targeted, it is easily reached and it is ideal that a second potential
market exists which is determined by the nature of the product (McCann, 1923). Jos Eber targets
all customers who would use their product for themselves or use it as a service to others.

Segmentation

Targeting

Positioning

Figure 2

14

1. Market segmentation.
Market usually consists of customers with similar needs and through market segmenting, the
company can identify the customers particular needs and segment them according to their liking
towards the product or service. (Doyle and Stern, 2006)
Jos Eber specialises in 3 segments within the particular market. Ranging from selling products
such as hair straighteners to providing beauty services at prestigious salons.

MARKET SEGEMENTS
Beauty industry
(Hair salons
)
Retail stores

Individual
customers

Figure 3.

Consumer Markets
Demographic
Jos Eber creates products mainly for customers who would be involved in the beauty industry.
The product does not target only women but those who would be able to also sell our products in
their retail store or productively use our product as a service in their companies, such as hair
salons. The product is ideally also for those aged 15 and above, however it mainly targets the
market segments as per figure 3.
Geographic

15

Jos Eber is a UK based company. It is sold internationally to retail stores and different salons in
well-known countries, ranging from U.S to UAE. It is sold in areas such as malls which are
visited by customers on a daily basis.

Psychographic
Jos Eber aims their products for customers within the middle class to the upper class. Different
consumer lifestyles exist between social classes and so it is ideally for those who are able to
afford it and use it on a regular basis.
Personality marketers use various personalities to segment the customers into their particular
segments. The company strives to match their products with brand personalities of their
consistent customer personality (Kotler and Fox, 2002).

Behavioural
Brand loyalty towards Jos Eber would portray how strong the customers loyalty and their
preference towards the particular product. Jos Eber is a prestigious brand known worldwide and
is used by many hair salons. The brand loyalty from our customers would be from a medium to
high. The company is well known for its products being efficient and reliable whenever used. The
product is well known to be used by many women and it is also used by many hair stylists
throughout the country and so the product usage would be from medium to high.

Requirements for an effective segmentation.

Measurable
Size and
character of
the resulting
segments
can be

Accessible
Customers
can be
reached and
served
effectively.

Substantial
Large
enough to
warrant a
special
marketing
effort.

Durable
The product
is likely to
resist over
time.

determined.

16

Figure 4.
2. Market targeting
Selecting the right target market is essential when trying to release the product into the market.
The company aims to decide among the three broad market coverage strategies; undifferentiated
marketing, differentiated marketing and concentrated marketing. (Rich, 2009)
a. Undifferentiated marketing:

Jos Ebers marketing mix

Market

b. Differentiated marketing
Jose Ebers marketing mix 1

Segment
1

Jose Ebers marketing mix 2

Segment 2

Jose Ebers marketing mix 3

Segment 3

c. Concentrated marketing
Segment 1
Jose Ebers marketing mix

Segment 2
Segment 3

Figure 4.
Jos Eber is more for the concentrated marketing segment. The product is meant for anyone
involved with the beauty segment in the market. Customers ranging from students in colleges,
housewives, working people to the product being used as a service in hair salons or being sold at

17

various retail stores. This way the company satisfies the customers needs and wants within the
particular segment in the market.

3. Market positioning
Positioning strategy is the decision made within the target market segments, which would define
where and how the business would compete, with the advantage of being differentiated amongst
the segments. (Koleszar, 2009)
-

Introducing new brand: Jos Eber is introducing the new product into the market. 3 in 1
product gives the company a competitive advantage over other companies who are selling
each product individually.

Changing existing brand: changing the cost and utility so that the product is more
appealing to the customers, this will be done a few months after the product has been
released into the market.

18

Economy

Mass
market

Premium

Luxury

Jos Eber

X
4

19

Figure 5.

As per the figure above, Jos Eber is placed in between the mass market and premium to portray
that it is a reasonable product priced closer to premium as it is a medium- high quality product.
On the other hand the components used to produce the products are slightly high.

Eber's Marketing Position

Competitive advantage
An advantage gained by Jos Eber is when it can provide the same value as our competitors,
such as; Braun, Chi and Bellami however it is sold at a reasonable price and provides more value
through differentiation.

Jos Eber is different as it has an in built keratin serum added to the nano glide titanium plates of
the hair tools which would cause less damage to the hair unlike our other competitors product.
In a strategic marketing plan one of the aims is to find a favourable position in a distinct industry

Jos

and then exploiting a long term competitive advantage (McGrath, 2013)

Competitor analysis
One of Jos Ebers aims is to satisfy our customers needs and by doing so, the company also has
to better than their competitors and the company sets its competitive benchmarks with companies
such as Braun, Chi and Bellami, comparing customer satisfaction with the products, services and
relationships of the company with its competition.
Competitive benchmarking is essential as it encourages the management to pay attention on the
customers externally as well as the competition at hand (Doyle and Stern, 2006).
QUALITY

COST

Determine the critical success factors. With the help of market research, the
company is able to identify the quality and service valued by customers.

Measuring the customers remarks on the business as well as critical success

factors

20

How customers perceive the main competitors

Measuring the performance gap. Using tools such as SWOT and PESTLE.

Analysing the data gathered through research and creating / using solutions
provided to achieve the marketing objectives and also to determine how the gap
can be closed.

With the help of Porters model of industry competition, the company is able to adjust
accordingly to the different suppliers, potential entrants in the market as well as the bargaining
power of customers.

21

22

Figure 6.

Marketing Mix
Product:
Jos Eber is based on professional hair styling tools. Our new signature series range features are
3-1 product which consists of a straightener, curler and blow-dryer. The concept is based on using
one product but with three interchangeable barrels fused with ceramic that easily creates the
perfect long lasting silky desired hair style. Separate buttons have been added to enhance each
styling tool all with one stylish LED display handle. The new signature series is an
exclusive product because it is different and new to the market. It comes in three different
colors. The benefits of using this product is that it has an in build keratin serum which makes
your hair silky and causes less damage to your hair.

Potential Product
Augmented Product
Other services
Tangible Product
Core Product
Hairstyling tools

Figure 7.

23

Core Product: Specialising in hair quality tools apart from the additional services and products.
Tangible Product: This would characterise by the physical qualities for example the titanium rods
used in the making of the product etc.
Augmented Product: This is the part other services and products are taken in. For example heat
protective hairsprays etc. This is generated to multiple revenue streams. Additionally is involves
in the brand identity and image.
Potential Product: This applies in the transformation of the product, to better innovative products
in the future.

24

Price:
Price is one of the elements that produce revenue in the marketing mix. It helps market the
companys intended value, positioning the product. Additionally the price of a product will
depend on factors such as competition, target market and willingness to pay (Kotler, P and Keller,
K.L, 2008). The price strategy used is by penetration pricing. The Jos Eber signature series will
be sold at a starting price of $185. The expected result is that it will have high sales and large
market share.

Sales
7
6
5
Braun

Jos Eber

Chi
Bellami

2
1
0
2012

Figure 8

2013

2014

2015

Time

25

Place:
When considering the place to promote the product, it is quite critical as the company upholds the
product to potential clients who would convert to actual customers. Throughout Dubai, Jos Eber
is promoted through most retail stores in well-known malls such as Dubai mall, Deira City
Centre and more. The product will also be sold to hair salons and on the main website.

Promotion:
After deciding on the price for the finalized product, promotion is inclusive of different elements
such as: advertising, video marketing social marketing, email marketing, search engine
marketing etc. For Jos Eber we advertise our products through different social media such as
Youtube, Facebook and through our own website www.Joseber.com. Each of the social media
sites contribute equally into promoting the product however most of the promotion is done on a
face to face basis.

26

Organization and Implementation

Achieving more effective implementations or execution of the marketing strategies is a high
priority for many organizations. (Hooley, Piercy, & Nicoulaud, 2012)
Implementing strategic plans
A common method of implementation is a critical factor in which the organization appears to buy
into the strategic appropriate behaviours. This involves slogans, social media, advertisements etc.

During the year;

To have whole sales/ retailer chains

Creating advertisements that be used to enhance our brand

image and invite customers to try out the product

Generate sales

Long term goals;

To be one of the leading brand in hair styling tools in the beauty

industry.

More innovative products which help satisfy our customers

Higher profits reaching the target market

27

Control
The aim of the marketing control aspect allows the company, Jos Eber to see if marketing
objectives are being followed prior to the performance standards. The results from the company
are then compared to the performance standards and if for instance the standards are not met, the
top administration would have made corrections and alterations to the marketing objectives and
this creates a cycle of events. There are many approaches to control, such as: sales analysis,
quality controls, budgets, marketing research, feedback from customers (surveys) etc
These various types of controls help the company achieve its marketing objectives:
Type of control.
Customer feedback

Example
Customer surveys, customer complaints and

Sales analysis and control

Market share analysis and control

customer panels
Sales volume and sales trend
As per sales analysis but based on how the well

Profitability analysis and control

the company is in the market

Return on capital, net profit and analysis of cost

Strategic control

and margin
Making use of the full marketing audit

28

Conclusion
In conclusion with the help of SOSTAC Jos Eber is able to meet its marketing objectives and
goals with help of the marketing audit, SWOT, PESTLE analysis, marketing mix decisions and
organizations and implementation. All this helped identify where the product lies in the market and
the how our product differs from other competitors.

29

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[Accessed: 16th November 2014].
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&hid=4113 [Accessed : 7th November 2014]
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Appendix
THE SURVERY SHOWS THE APPROXIMATE RESULTS OF 30SURVEYS
Survey: Jos Eber.
Name: _____________________________________________________________
Number: ___________________________________________________________
Email address: ______________________________________________________
1. Do you use a hair tool?
Yes

No

2. If yes, which of the below do you use?

A- Hair straightener
B- Blow dryer
C- Hair curler
D- All of the above
3. How often do you use a hair tool?
Everyday

Often

Never

4. Do you use a blow dryer more than a straightener?

Yes

No

5. Have you ever used any of Jos Ebers products? If yes, please specify.
Yes
No
-Hair straightener pro series

32

6. What are your thoughts on Jos Ebers product?

A- Good product
B- Fairly okay
C- Needs improvement
7. How would you rate the product?
A- 8- 10
B- 5-7
C- 0-4
8. How would you rate the price of the products at Jos Eber?
A- 8-10
B- 5-7
C- 0-4
9. Would you purchase other products from Jos Eber?
Yes
No
10. Have you had any bad experiences with any of Jos Ebers products?
Yes
No

33