Marketing Objectives

Keeping with the idea of sustainability, “the idea that socially responsible companies will outperform their peers by focusing on the world’s social problems and viewing them as opportunities to build profits and help the world at the same time, (MTKG, Lamb Hair McDaniel, pg 29, chapt. 3) we build our marketing objectives.

Our objectives are to establish ourselves as a leader in the marketplace by providing and informing our customers of the safe and environmentally aware products we are producing by using all natural, pesticide free ingredients for our fragrances and recycled and recyclable materials for our packaging and promotional and advertising products. Our company will be "a customer-centric company which builds long-lasting relationships by focusing on what satisfies and retains valuable customers." (MKTG, Lamb Hair McDaniel, pg 295, chapt. 19) It is our goal to Delight our customer with our products and services.

In light of the fact that our target market are active, time limited, and do not like to shop we will develop a web site that will keep our customer informed, it will have virtual tours of where our products come from, how our product is made. They will be able to meet all the people behind the scene and get to know them. They will be able to order from the web site and have their product delivered right to their door at their convenience. The web site will be up and running July 2010.

Using the internet to reach out, we plan to have a “global vision by recognizing and reacting to international marketing opportunities, using effective global marketing strategies, and being aware of threats from foreign competitors in all markets.” (MKTG, Lamb Hair McDaniel, pg 47, chapt. 4)

Our goal is to increase product awareness among the target audience by 30 percent in one year and to inform our target audience about features and benefits of our product and its competitive advantage, leading to a 10 percent increase in sales in that year.

We will also decrease or remove potential customers' resistance to buying our product, by providing information and education on the benefits of using natural products leading to a 20 percent increase in sales by the end of 2010.

We plan to spend 10 percent of sales revenue on research and developing a product line depth so that we are able “to provide a full range of choices to customers. Distributors and retailers are often more inclined to stock the company’s products if it offers a full line. Transportation and warehousing costs are likely to be lower for a product line than for a collection of individual items.” (MKTG, Lamb Hair McDaniel, pg 133, chapt. 9). With this in mind our intentions are to introduce at least 5 new products in this line by the end of 2011.