A Situation Analysis and Creative Brief about Sukin

Sukin is a Melbourne, Australia-based company that was established in 2007 after identifying a demand void (opportunity) for high-potency, environmentally friendly, and affordable skincare as well as moderately priced goods (price leadership) (Sukinorganics.com, 2017). It is involved in the hair, body, and skin care industries. The corporation is a division of BWL Limited (BWX), which has its headquarters in Dandenong South, Victoria. BWX also manufactures and distributes Uspa, Edward Beale, DermaSukin, and Renew Skincare. Sukin provides skincare that is affordable to its customers and refers to natural and earth-friendly disposition. The contemporary consumer prefers health products as observed by Vinson (2017, p. 85). The firm conducts online business where it ships its products to customers nationally within Australia as well as some other parts of the world.

Sukin has experienced rapidl growth to become the best natural skincare brand in Australia. Its products target children, men and women of all ages.Vinson (2017, p. 86) observes that ingredients used to make skin care should be carefully considered. In the like manner Sukin’s products made with ingredients that are derived naturally, free of cruelty and vegan. Its formulations are fully Carbon Neutral, water safe and are biodegradable. The production of these brands is purely done in Australia with their own ingredients. It utilizes enough beautiful botanicals, essential oils and antioxidants in order to reinstate the natural vitality and luminosity of the hair and skin hence good product quality.

The entity has a portfolio of 22 products for body, face and hair care. In 2008, Sukin saw a significant market share expansion to become an international brand when it was launched in Singapore. It became available in 10 countries worldwide and won the Governor of Victoria’s emerging Exporter of the year in 2010, a good publicity title (Sukinorganics.com, 2017). Over the years since 2007, the firm has become popular because of the quality of its products and the pocket friendly prices it offers. It is expected to diversify even more all over the world in the coming years.

All Sukin’s products are presented with a list and transparent disclosure of ingredients used for the manufacture. Preservation is done only when necessary for interest of users’ health and protection against contamination (Sukinorganics.com, 2017). The preservatives are all included within the usage level recommended as outlined by regularizing standardization authorities in Australia, the US, EU and Japan and they all have a proven record of safety.

Competition in market products is vital to business growth (Doole and Lowe, 2008). In the Australian market, the competitors include People for Plants, Jurlique that was started back in 1980s, The Jojoba Company, Kosmea launched in 1993 and Natural Instinct. Most of these companies sell their products online hence pose relatively high competition. The firm therefore has to maintain price and quality leadership to curb this threat and have a competitive edge (Hollensen, 2015, p.136).

Promotional advertising by the company is made via social media, for instance Facebook, Twitter and LinkedIn as well as through seeking strategies into other countries such as China. Sukin which makes 83% of BWX’s sales has struggled to widen its market in Australia and other parts of the world (BWX Limited – Built on Solid Foundations, 2017).

Creative Brief

Objectives for Promoting the Product.

Sukin brand is tasked with the primary objective of producing body and hair products that do not affect their users negatively and those that suite their pockets as well as their need. The advertising is due to the rising market competition as well as the need for market expansion for its range of products to customers.

Target Customers

The customers targeted by Sukin are all individuals ranging from children to adults who are interested in making their skins and hair restore beauty. The target market is Australia and other parts of the world.

Current Thinking of the Customers

Currently, the customers have preconceived ideas that all body and hair products contain toxins that affect their bodies. They also believe that good products can only be purchased outside the country at expensive prices.

What We Want Customers Think after their Exposure to This Message

Sukin is Australian and it presents the smartest choice because its products are naturally produced. To eliminate the consumers’ current cognitive dissonance, the value for money is achieved with a fair pricing strategy. The ingredients used are also disclosed to all for reference. This amounts to disclosure of true brand quality and will lead to customer loyalty.

The Single Most Persuasive Idea or Unique Selling Proposition about the Product

Sukin is unique in that its products can be used by a wide range of customers, including pregnant women and breastfeeding mothers. Hence, the commodity serves a variety of clientele and does not subjectively segment consumers (Burtenshaw, Mahon and Barfoot, 2011, p. 61). In addition, all purchases above $ 80 are shipped for free within Australia hence good customer care attributed to the after-sale service.

Why They Ought to Believe It

Testimonies made by customers about the products of the brand give it a basis to be believed by others. This aspect by repeat clients acts as a marketing strategy to attract potential customers (Burtenshaw, Mahon and Barfoot, 2011, p. 63). Moreover, no information about the product or its manufacture that pertains to the customer is hidden by the manufacturer.

Promotion Guidelines

The campaign for the promotion needs to be smart. As such it must involve incorporating a website that is regularly updated as well as a blog. Emails need to be effectively used to reach customers and get their feedback. In addition social media marketing should be enhanced.





Reference List

Burtenshaw, K., Mahon, N. and Barfoot, C., 2011. The fundamentals of creative advertising. A&C Black.

BWX Limited – Built on Solid Foundations. (2017). Welcome To BWX Limited - BWX Limited – Built on Solid Foundations [online] Available at: http://www.bwxltd.com [Accessed Aug. 30, 2017].

Doole, I. and Lowe, R., 2008. International marketing strategy: analysis, development and implementation. Cengage Learning EMEA.

Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education, pp. 134-157.

Sukinorganics.com. (2017). Natural Skin Care Products Australia | Sukin Natural Skin Care. [online] Available at: https://sukinorganics.com [Accessed 30 Aug. 2017].

Vinson, T., 2017. Questionable Ingredients. Professional Beauty, (Jan/Feb 2017), p.42.











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