Shea body butter is a moisturizing skin care product made popular by high profile companies like Carol's Daughter and the Body Shop. It is a rich and creamy butter that is considered to be somewhat of a luxury item; keep this in mind when you are deciding on the marketing mix for this product. The four Ps of marketing are product, price, place, and promotion. When you are trying to market shea body butter, you have to be sure to implement these important concepts into your marketing plan in order to have a successful result.
Get a clear understanding of what shea body butter is used for. Shea butter is a natural moisturizer and sunscreen that protects the skin from UV rays. It is also good for getting rid of unsightly scars, marks, and blemishes. Shea butter is a good chapstick, helps acne, and helps reduce the appearance of stretchmarks.
Determine your target market. Based on the information you have learned about what Shea Body Butter you should target your product for one or more the following people: teens with acne problems, pregnant women with stretchmarks, women and men who have dark marks, people with dry skin and lips, and people who live in areas that are very sunny who need protection from UV rays.
Establish your suggested retail price for the product. Now that you have an understanding of who your target market is, decide what they would be willing to pay for the product. Some people believe that pricing a product should be based on a very strict markup system (seeking a specific profit margin for similar products in the industry), but in reality customers can be very fickle. Some customers will purchase your high priced shea body butter just because it is expensive, in the right packaging, and in the right place (coming later). Other customers will only buy your new shea body butter if it priced better than what they already have available to them on the market. Always keep your competitor's pricing in mind when setting your price for the body butter.
Decide where your shea body butter will be sold. Your main two options for this type of product is online and in retail stores. Try selling your shea body butter at wholesale to street vendors, as natural personal care items like shea butter tend to do well in street sales.
Design a promotional plan for your shea body butter product. This can include a PR campaign, radio or television advertising, or print ads. Draw in new customers with coupons and special price promotions. Try to get an respected personal care expert to review your product online. Word of mouth campaigns are extremely effective when it comes to skin care products, but they can be a challenge to establish. Start word of mouth quickly by giving out free samples of the shea body butter first and then allowing time for word to get around about the usefulness of the product.