Task 2 Promotional Activities Implementation Project
NatureCare Products is based in Brisbane, Australia. The company manufactures and retails eco-
friendly, high quality beauty skin care products. The business was established in 2011 to cater for a
perceived demand for skin products that contain eco-friendly and natural ingredients. The company
also has an emphasis on eco-friendly packaging. Currently the business is selling its products
through a limited number of health stores in Brisbane but would like to expand within Brisbane, as well
as interstate. It has a web site but no shopping cart. The web site does not appear to be frequently
visited, which appears to be because of a lack of SEO optimisation.
NatureCare Products’ overall business objectives for the next three years are to increase sales and
create brand awareness.
The company currently has a range of products that includes:
Cleansing creams to soothe skin during make-up removal. Primary ingredients include Shea
butter to nourish the skin and plants extracts that are also rich in essential oils with regenerating
and anti-inflammatory properties. This product will be for delicate and mature skins and could
also be used as a baby cream.
Multi Protection Day Moisturizing Creams for dry to normal skin types that help protect the
skin during the day and includes Shea butter and extracts from fragile green algae that
provides hydrating and protective properties.
Regenerating facial scrub to clean off dead skin cells to promote regeneration of healthy
new cells. This product will be used for most skin types.
The company would like to add more products over time and is focused on a range of products to
meet particular skin needs rather than a one-size fits all.
The company’s target customers are those that want high quality, eco-friendly products. The
consumer profile identified for the target group are professional women aged 25 to 55. The intended
strategy of the company as identified in its Marketing Plan is niche marketing to the target group
based on positioning the products as high quality and eco-friendly.
Being a new company, NatureCare Products has a limited budget for promotional activities and
wishes to focus on promotional activities that are the most effective but that do not require a large
budget. A budget of $5,000 has been allocated to some initial promotional activities.
The management team of NatureCare Products has advised that that the objectives of conducting
promotional activities is to be linked to an overall business objective of increasing sales revenue by
50% in the next 12 months.
Currently with the products only sold in a few health stores across Brisbane, total sales are small.
NatureCare Products also wishes to create awareness of its products amongst consumers and
to position itself as a quality product against similar products. The price for the product will be around
the same as competitors’ prices for similar products.
The management team has also advised that it definitely wishes to improve its online marketing
and is interested in using social media for promotional activities, as well as national and local
business networks such as the local Chamber of Commerce.
The company currently includes the following staff: CEO, Marketing Manager, Operations Manager,
Marketing Officer and two administration staff.
Website brief (Draft)
Introduction
Please read the scenario and write 1 – 2 paragraphs about the company.
Current website
You are required to analyse the current look and style of the NatureCare website.
Look at the scenario, I have highlighted this information in yellow.
Key positive messages
From the scenario please write down the key positive things about NatureCare products.
Look at the scenario, I have highlighted this information in green.
Design ideas and design requirements
List at least 5 ideas for the website style, and content (message) such as Include shopping
cart, have live chat feature etc. How you would like the website to look like.
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Budget available
$5,000
Timelines
1 month
Relevant Information
Please list at least 3 pieces of information that you think should be included on the website
such as refund and return policy, sustainability practices, shipping policy, benefits of using
natural skin care etc.
1.
2.
3.
------------------- END OF YOUR WEBSITE BRIEF ---------------------------
Email to operations manager for feedback
To: Operations manager
Subject: Website brief
Content:
● Inform the Operations Manager that you have completed a website brief. The website
brief includes website ideas, budget, timeline, and the content of our current website.
● Ask the Operations Manager for feedback for improvement.
Please remember to use your real email, take a screenshot, and paste it here.
Do not forget to attach the website brief to your email.
Revised website brief
Step1: Copy your website brief that completed earlier and paste it here.
Step2: Revise your website brief. You MUST make one change to the website brief to
improve the website brief.
You may choose to add the following information to improve the website brief.
Option 1 Add a new heading
Target audience:
Write down the target audience for the website.
Look at the scenario, I have highlighted this information in blue.
Option 2 Add a new heading
Intended look and feel of the website:
Effective design websites that we prefer:
List at least 3 examples of well-designed websites such as www.sephora.com.au.
1. Insert a website link
2. Insert a website link
3. Insert a website link
Poorly designed websites that we don’t like
List at least 3 examples of poorly designed websites or the websites that you dislike, such
as www.benfitcosmetics.com.au
1. Insert a website link
2. Insert a website link
3. Insert a website link
You MUST underline the change that you have made to the website brief so I can see
it.
Email with website brief attached to website development company
To: Website developer
Subject: NatureCare Website Brief
Content:
● Introduce your company, Nature Care
● Discuss your interest to develop/update a new website for Nature Care
● Tell the website developer that you have attached the website brief to the email
● Ask the website developer to send a quote ‘Could you please provide me a quote for
website development?
● Write: I look forward to hearing back from you
Do not forget to use the real email, take a screenshot and paste it here.
Do not forget to attach the Website brief to the email.
