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Marketing Plan
Appendix
I. Product Description
II. Business Mission
III. Marketing Objectives
IV. Marketing Environment Analysis

Industry Analysis

SWOT Analysis
V. Marketing Strategy

Target Market Strategy

Marketing Mix
 Product
 Place
 Promotion
 Price
VI. Positioning Strategy
Product Description
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Wheatox soap is a natural and unique soap made with a special blend of wheat germ oil and tea
tree oil. The wheat germ oil contains high levels of vitamins and minerals that nourish and
rejuvenate the skin, while tea tree oil provides antiseptic and anti-inflammatory properties to
fight against bacteria and reduce inflammation. The soap is gentle and suitable for all skin types,
making it ideal for those with sensitive or problem-prone skin.
Wheatox soap is crafted using a cold process method, ensuring that all the natural benefits of the
ingredients are preserved. The soap has a rich, creamy lather that cleanses the skin without
stripping it of its natural oils, leaving it feeling soft, smooth, and refreshed. The unique blend of
wheat germ oil and tea tree oil provides a refreshing, invigorating scent that uplifts the senses
and promotes relaxation.
Overall, Wheatox soap offers a natural and effective solution for those looking for a gentle,
nourishing, and rejuvenating cleansing experience. The combination of natural ingredients and
careful craftsmanship ensures that each bar of Wheatox soap is of the highest quality, making it a
great addition to any skincare routine.
Business Mission
Our mission at Wheatox is to provide a premium skincare experience that nourishes and
rejuvenates the body while being mindful of our environmental impact. We aim to empower our
customers with the confidence that comes from healthy, glowing skin, achieved through our
natural and sustainable ingredients. We strive to be a brand that not only cares for the wellbeing
of our customers, but also for the planet we call home. At Wheatox, we are committed to
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delivering high-quality, gluten-free, ethically sourced products that make a positive impact on the
world around us, one bar of soap at a time.
Marketing Objectives
The marketing objective of Wheatox soap is to increase brand awareness, promote product
benefits, and drive sales in the Newfoundland market. The primary goal is to position Wheatox
as a premium, natural and effective solution for individuals looking to detoxify their skin and
improve their overall health and wellness. To achieve this objective, the marketing strategy will
focus on creating targeted advertising campaigns, implementing influencer marketing,
establishing partnerships with relevant health and wellness retailers, and leveraging social media
platforms to increase brand engagement and drive sales. The ultimate objective is to establish
Wheatox soap as a leading brand in the natural skincare market and increase its market share in
Canada.
Marketing Environment Analysis
Marketing Intermediaries
Marketing intermediaries are organizations or individuals that help a company to promote, sell,
and distribute its products to end-users. For Wheatox soap, several types of intermediaries can be
involved in the distribution process.
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Firstly, there are wholesalers who purchase the soap in bulk quantities from the manufacturer and
then sell them to retailers. They help in the efficient and timely distribution of the product to
different retail outlets.
Secondly, there are retailers who sell the soap directly to the end-users. They include
supermarkets, drugstores, beauty stores, and other retail outlets. Retailers are responsible for
maintaining the product on the shelves and promoting the product to their customers.
Thirdly, there are online marketplaces and e-commerce platforms such as Amazon and Walmart
which provide a platform for consumers to purchase Wheatox soap.
Finally, there are sales representatives and marketing agencies that can be hired to promote and
distribute the soap to potential customers. These intermediaries help to increase brand awareness
and create demand for the product.
Overall, marketing intermediaries play an important role in the distribution of Wheatox soap to
end-users and can help to increase the reach and visibility of the product.
Microenvironment: The microenvironment of Wheatox consists of the company's suppliers,
customers, intermediaries, and competitors. The suppliers of Wheatox are the wheat farmers,
while the intermediaries are the distributors and retailers. The customers of Wheatox are healthconscious individuals who are looking for a natural way to detoxify their skin. The competitors
of Wheatox are other natural and organic skincare products.
Macroenvironment: The macroenvironment of Wheatox consists of the economic, demographic,
technological, cultural, and political/legal factors that affect the demand for the product. The
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economic factor includes the purchasing power of the customers and their disposable income.
The demographic factor includes the age, gender, and income level of the customers. The
technological factor includes the advancements in technology that affect the manufacturing and
distribution of Wheatox. The cultural factor includes the changing preferences and lifestyles of
customers. The political/legal factor includes the regulations and laws that govern the
production, distribution, and marketing of the product.
SWOT Analysis:
Strengths: Wheatox is an all-natural and organic product that appeals to health-conscious
individuals. The product is made from locally sourced wheat, which appeals to customers who
support locally grown products. The company has a unique formulation and a competitive
advantage over other natural skincare products.
Weaknesses: The cost of production and distribution may be high, which could lead to higher
prices for customers. The brand is new to the market and lacks brand recognition. The product
may not appeal to customers who prefer chemical-based skincare products.
Opportunities: The demand for natural and organic skincare products is growing in Canada. The
company can leverage this trend to expand its customer base. The company can also expand its
product line by introducing other natural and organic skincare products.
Threats: The competition in the natural skincare market is intense, and there are many
established players in the market. The company may face regulatory hurdles in marketing and
distributing its product.
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Marketing Strategy
Market Segmentation:
Market segmentation is the process of dividing the market into distinct groups of consumers with
similar needs and characteristics. For Wheatox Soap, the market can be segmented based on
various variables such as age, gender, income, lifestyle, and psychographics.
The chosen segmentation approach for Wheatox Soap is based on demographic variables,
specifically age, and gender. According to Statistics Canada, the population of Newfoundland
and Labrador was estimated to be 521,542 in 2021. This information can be used to segment the
market by age groups such as 18-24, 25-34, 35-44, and 45-55. The categories for age will be 1835 years old and 35-55 years old. According to the same source, the median age in
Newfoundland and Labrador is 45.1 years. The gender distribution in Newfoundland and
Labrador is roughly equal, with females accounting for slightly more than males. This data can
be used to segment the market based on gender. The gender category will be female.
The rationale behind this segmentation approach is that Wheatox Soap is a beauty product that is
specifically designed for women who are concerned about their skin's health and appearance.
Age is also a relevant factor as the skincare needs of women vary as they age. By targeting these
two age groups, we can cater to the different needs and concerns of women of different ages.
Two market segments have been identified:
1. Young Adults (18-35 years old)
2. Middle-aged women (35-55 years old)
Two-step assessment and evaluation of each market segment:
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1. Young Adults (18-35 years old)
Assessment: This segment is likely to be concerned about maintaining their youthful
appearance and may be more willing to experiment with new skincare products. They are
more likely to be tech-savvy and active on social media platforms.
Evaluation: This segment has high potential for growth as they are open to new skincare
products and may become loyal customers if they see positive results from using
Wheatox Soap. However, they may also be price-sensitive and may need more education
about the benefits of using Wheatox Soap.
2. Middle-aged women (35-55 years old)
Assessment: This segment is likely to be more concerned about anti-aging and may have
more disposable income to invest in skincare. They are also likely to be more cautious
about trying new products and may prefer established brands.
Evaluation: This segment has a more established skincare routine and may need more
convincing to switch to a new product. However, if they see positive results, they are
likely to become loyal customers. The median total household income was $ 82,540
according to Statistics Canada (2019). They may also be less price-sensitive and more
willing to invest in premium skincare products.
Target Market:
The target market for Wheatox Soap will be the young adult segment (18-35 years old). This
segment has a higher potential for growth and is more likely to be willing to experiment with
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new skincare products. They are also more active on social media, which is an effective channel
for marketing and promoting Wheatox Soap.
This segment is composed of women who are concerned about their skin's health and
appearance, particularly maintaining their youthful glow. They may also be price-sensitive and
prefer products that are affordable and offer good value for money.
Offer: Wheatox Soap will be positioned as an innovative and natural skincare product that helps
maintain youthful skin. The soap will contain natural ingredients such as wheat germ oil, honey,
and aloe vera, which are known for their nourishing and rejuvenating properties.
The soap will be marketed as a premium product, emphasizing its unique features and benefits. It
will be packaged in an eco-friendly and minimalist design, appealing to the young adult
segment's preference for sustainable and minimalist products.
The brand name, "Wheatox", will be used to position the soap as a natural and organic product
that is safe and gentle for the skin. The brand will also leverage social media platforms to engage
with the target market and promote the product's benefits.
Overall, targeting the young adult segment with a premium, natural, and innovative product that
emphasizes its unique benefits and features will position Wheatox Soap as a desirable and
effective skincare product.
Marketing Mix
1. Product: Wheatox is a new and innovative detoxifying soap that is made from wheat
bran, a by-product of the wheat milling process. It is designed to gently cleanse and
exfoliate the skin, leaving it feeling refreshed and revitalized. The soap is formulated with
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natural ingredients such as aloe vera, coconut oil, and tea tree oil, which are known for
their skin-nourishing and detoxifying properties.
2. Price: Wheatox will be priced competitively with other high-quality skincare products on
the market. We will aim to keep the price point below $10 per bar of soap to make it
affordable for our target market.
3. Place: Wheatox will be sold in health food stores, natural product retailers, and online
through our e-commerce platform. We will target retailers in Newfoundland, Canada to
start, and expand to other regions as we grow.
4. Promotion: We will use a mix of traditional and digital marketing strategies to promote
Wheatox. Our marketing campaigns will focus on the natural and sustainable ingredients
used in the product, as well as its detoxifying properties. We will leverage social media
platforms like Instagram and Facebook to reach our target market and use influencer
marketing to increase brand awareness. We will also attend local health and wellness
events to showcase the product and offer samples to potential customers.
With a budget of $100,000, we will allocate funds to product development, packaging design,
and marketing efforts. Our goal is to create a unique product that stands out in the market and
appeals to consumers looking for natural and sustainable skincare options. We believe that
Wheatox has the potential to become a popular choice for those seeking an eco-friendly and
effective detoxifying soap.
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Positioning Strategy
Positioning Approach: Our positioning approach for Wheatox is to position it as a premium and
innovative detoxifying soap that offers a unique and effective solution for people looking to
detox their skin in a natural and healthy way. We want to position our product as the go-to choice
for consumers who are health-conscious and are looking for a high-quality, gluten-free, organic
product that is safe for their skin and the environment.
Desired Position: Our desired position for Wheatox is to be the market leader in the organic and
natural skincare industry in Canada. We aim to be known as a brand that is synonymous with
quality, safety, and innovation in the skincare market.
Positioning Statement: For health-conscious consumers who care about the environment,
Wheatox is a premium, organic, and innovative detoxifying soap that effectively removes toxins
and impurities from the skin, leaving it refreshed, rejuvenated, and nourished. Unlike other
detoxifying soaps, Wheatox is made from high-quality organic ingredients, making it safe for all
skin types.
Perceptual Map: Our perceptual map positions Wheatox as a high-quality, premium detoxifying
soap that is innovative and unique in the organic and natural skincare market. We are positioned
as a brand that is safe for all skin types, environmentally friendly, and effective at removing
toxins and impurities from the skin.
Perceptual Issues: One potential perceptual issue is that consumers may perceive Wheatox as
expensive compared to other detoxifying soaps in the market. This could be a stumbling block
for those who are price-sensitive and may not be willing to pay a premium for an organic and
natural product.
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Overcoming Perceptual Issues: To overcome this perceptual issue, we will emphasize the unique
benefits and features of Wheatox, such as its organic and natural ingredients, effectiveness, and
safety for all skin types. We will also offer promotional discounts and bundle deals to encourage
trial and usage of our product. Additionally, we will leverage social media and influencer
marketing to showcase the benefits and effectiveness of Wheatox and how it offers value for its
premium price.
Overall, the financial success of Wheatox will depend on our ability to manage our finances
effectively, set realistic goals for sales and production, and promote the product effectively to our
target market. With careful planning and execution, we believe that Wheatox has the potential to
become a profitable and successful product.
POLITICAL & LEGAL FORCES
SWOT ANALYSIS
MARKETING SEGMENTATION & TARGETING
SEGMENT APPROACH
2-STEP ASSESSMENT & EVALUATION
TARGET MARKET
POSITIONING PLAN
OFFER POSITION
DESIRED POSITION
PERCEPTUAL ISSUES
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MARKETING MIX: PRODUCT
PRICE
PLACE
PROMOTION (Integrated Marketing Communications)
FINANCIALS
PRO FORMO STATEMENT
BREAK-EVEN ANALYSIS
BUDGET VERSIONS
References
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References
1. World Population Review. (2022). Demographics of Canada.
https://worldpopulationreview.com/country-profiles/canada-demographics
2. Statistics Canada. (2011). Newfoundland and Labrador.
https://www150.statcan.gc.ca/n1/pub/11-402-x/2011000/chap/nl-eng.htm
3. Euromonitor International. (2022). Soap, Bath and Shower Products - Canada.
https://www.euromonitor.com/soap-bath-and-shower-products-in-canada/report
4. Mintel. (2022). Consumer Trends - Canada - January 2022.
https://store.mintel.com/report/consumer-trends-canada-january-2022
5. Bplans. (n.d.). Soap Manufacturer Business Plan. Retrieved from
https://www.bplans.com/soap-manufacturer-business-plan/market-analysis-summary/.
6. Healthline. (2022). Wheat Germ Oil: Benefits, Side Effects, and Uses.
https://www.healthline.com/nutrition/wheat-germ-oil#what-it-is
7. Healthline. (2022). The Benefits of Shea Butter for Your Skin.
https://www.healthline.com/health/shea-butter-for-face
8. Healthline. (2022). The Benefits of Tea Tree Oil for Your Skin and Hair.
https://www.healthline.com/health/tea-tree-oil-for-hair
9. Euromonitor International. (2022). Skin Care in Canada.
https://www.euromonitor.com/skin-care-in-canada/report
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10. Government of Newfoundland and Labrador. (2022). Newfoundland and Labrador
Population Projections. https://www.gov.nl.ca/fin/population-projections/