HAMILTON LABORATORIES MARKETING PLAN 2012

Hamilton Laboratories Marketing Plan 2012

Table of Contents

Business Overview2

S.W.O.T. Analysis3

S.W.O.T. Analysis Table3

S.W.O.T. Activity Sheet4

Products and Services6

Product/Services Table6

Market Position7

Anticipated Demand8

Pricing Strategy8

Value to Customer9

Unique Selling Position9

Growth Potential10

Paths of Growth11

Position & Future Planning13

References14

Hamilton Laboratories Marketing Plan 2012

Business Overview

Hamilton has a rich history which is spread over the 75 years. Hamilton Laboratories is the manufacturer of wide range of products in the areas like sun care, skin therapy, skin active, oral care, nasal care etc. It is based out of Adelaide in Australia. The current Joint Managing director of the company is Michael Blake. The company has its roots from as long as 75 years and four people established it in the year 1932.thier brands categorized in 3 fields, sold through pharmacy, prescription only and available in pharmacy and grocery (Hamilton Laboratories, 2012).

During the 1980's, Hamilton had a collaboration with the Flinders University of the South Australia to find the phenomena of suppression of the human immune system. Across the globe, Hamilton is recognized as a brand which has a modern's science with the traditional values.

S.W.O.T. Analysis

S.W.O.T. Analysis Table

Strengths

Weaknesses

Its experience being in the field for almost three generations till now.

Its range of products in healthcare covering areas from sun care, strong brand names.

Small company with relatively good brand image, good reputation

Global organisation as currently exporting to 15 different countries

Have a broad category of product offerings

Locally made products, all Australian made

Robust processes in place as they need to be a serve a global market

Online availability to order wholesale to industry professionals and information

No availability of products in the direct consumer stores like supermarkets.

Sale of products only through branded pharmacies.

Brand's perception is dull and clinical opposed to it's competitors which have a fun and exciting element.

Lack of promotional activity

Lack of Brand awareness

Low content online, not comprehensive information provided to consumers

Website is very lifeless, poor design and images

Lack of social media and online presence

Product is poorly positioned on shelves in retail outlet

Package is dull opposed to competitors where packaging is visual stimulating

Opportunities

Threats

Increase distribution channels to supermarkets, high department stores and local boutiques and convenience stores, to increase brand reach

Conduct fun, engaging and memorable promotional activities for the brand awareness aspect

Redesign website with a fun up to date imaging and content, also with increased product information

Increase online presence via social media and affiliates.

Redesign packaging to be fun and environmentally friendly with high visual stimulation

Huge market potential of its products across the globe in countries they are not currently serving

Pharmacy training sessions across different courses throughout the country.

Strong market presence and brand awareness by existing competitors

High market share by competitors

Longevity of brand loyalty to competitors

Lack of distribution channels

Competitors dominate the online space

Competitors dominate the retail space as they have stronger in-store collateral

S.W.O.T. Activity Sheet

Threat of competitors can be reduced by always analysing the external environment thoroughly. Factors like the technological advancements followed by the competitors, new strategies adopted by them and their future plans should always be focused on. The strategies followed by the new entrants into the segment should ...