1. Summary 4
2. Introduction and Background 4
3. Business Mission 5
4. Objectives 5
5. SWOT Analysis 6
6. Competitive Advantage 8
7. Marketing Strategy 9
7a). Target Market 9
7b). Positioning 10
7c). Marketing Mix 10
i) Product 11 ii) Place 11 iii) Promotion 12 iv) Price 13
8. Implementation, Evaluation and Control 13
9. Conclusion / Recommendations 13
This assignment will look at the existing marketing plan for the company Forever Living Products that focuses on the selling of aloe vera based products. The marketing plan will show how the company focuses on two areas – the consumer and the distributor. Both seem to be interlinked and both are important in the objective of the company. Furthermore, recommendations on shortfalls and lacking information will be made as to ensure that marketing is optimised and that this sales orientated company can improve on sales and profits.
2. Introduction and Background
Founded in 1978 on little more than dreams and hard work, Forever Living is a multi-billion dollar company, based in Scottsdale, Arizona, that manufactures and sells dozens of wellness and beauty products. People from all over the world, including South Africa, distribute these life-enhancing products, providing the opportunity to own an own business and secure a financial future with a proven plan. With over nine and a half million distributors in over 145 countries, Forever Living offers a once in a lifetime opportunity of living a healthier, wealthier life.
The founder proposed a very simple business idea to his closest family and friends over thirty years ago. Offer consumable products to the public that are proven to promote lasting wellness and health—and do it in a personal way. Instead of dumping big bucks into traditional advertising, compensate anyone willing to share these products with their family and friends.
In minimising traditional
References: Forever Living Products South Africa (Pty) Ltd.(2014): https://www.foreverliving.com/marketing/Page.do?name=sustainability, [Accessed 29-04-2014] Forever Living Products South Africa (Pty) Ltd.(2014):.https://www.foreverliving.com/marketing/Page.do?name=our_culture, [Accessed 29-04-2014] http://aloe-business.yolasite.com/resources/Marketing_Plan_English%20Forever.pdf, [Accessed 28-04-2014]