Critical Evaluation of the Marketing Mix of “Alkaloid – the Case of Sattwa Skincare Products”

Critical Evaluation of the Marketing Mix of
“ALKALOID – The case of SATTWA skincare products”

Abstract
The purpose of this paper is to analyse closely one particular area of marketing process and marketing strategy of chosen company. The text is restricted to basic ingredients or the core of marketing known as the marketing mix or the “4 P’s” – Product, Price, Place and Promotion. The first part provides critical review and evaluates separately each element of a cosmetics company marketing mix. The second part gives suggestions for future marketing steps in order to create more value for customers. Finally, some concluding remarks about the whole marketing process were given.

Table of Contents

1 Introduction of the Alkaloid Company and “Sattwa skincare products”1
2 Evaluation of the Marketing Mix of Sattwa Skincare Products3
2.1 Understanding Marketing Process 3 2.2 Product3 2.3 Price 6 2.4 Place7 2.5 Promotion8
3 Proposals for future marketing mix moves 9
4 Conclusion11
5 References12

1 Introduction of the Alkaloid Company and “Sattwa skincare products”
ALKALOID AD – Skopje, The Parent Company (hereinafter: Alkaloid) is a company which more than 75 years exist in the business of drugs production, process of botanical raw material, manufacture of cosmetics and chemical products. It’s a joint stock company established and with head office in Macedonia and is consisting of two profit centers: one is Pharmaceuticals and the other is Chemicals, Cosmetics & Botanicals. Major business activity of Alkaloid is production and sales wide range of pharmaceutical, chemical and cosmetic products, as well as goods from herbal origin (Alkaloid, 2011).
Alkaloid’s Cosmetics Unit designs and produces skincare products, children 's skincare, soaps, hair care products, dental care products, men’s and women’s perfume collection, and household cleaners. It has developed five different lines of skincare products and in the text the

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