Exclusive Marketing Strategy of Plum Goodness – With STP Analysis & Campaigns

Updated on: Jan 1, 2023
marketing strategy of plum goodness - featured image

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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

Practical assignments, case studies & simulations from Harvard Business Review helped the students from this course present this analysis.

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In our previous article, we learned in detail about the marketing strategy of a really fascinating brand, Garnier. In this article, we are going to elaborate on the marketing strategy of Plum Goodness, a health and wellness brand that makes 100% vegan and paraben-free products.

Marketing is the process of making your company visible to potential clients. The marketing strategy of Plum Goodness has helped increase its visibility.

Marketing is embedded in a company’s DNA and has the power to make or break it. As more and more people turn to digital media, marketing has followed. Check out IIDE’s free Masterclass on Digital Marketing 101 by Karan Shah, The CEO and Founder of IIDE if you’re interested in digital marketing.

Let’s begin the Marketing Strategy of Plum Goodness by understanding the company first and then various factors like STP Analysis, campaigns and more.

Digital Marketing Academic Challenge 2024 - DMAC

About Plum Goodness – 

marketing strategy of plum goodness - plum goodness logoSource – Pinterest

Plum is a brand-new collection of all-vegan cosmetics that emphasizes “doing good” to your skin, your senses, other people, and the environment. Plum believes that a person’s natural skin is their most appealing feature.

Plums are made with love using some of the richest natural nutrient sources, in accordance with “good science,” to preserve, repair, nourish, and delight. Plum is a PETA-certified brand that is 100% vegan and cruelty-free, and all of its products are entirely free of parabens, phthalates, propylene glycol, SLS, DEA, and PABA.

They are currently dealing in the manufacturing and sales of skincare, haircare, body care, and makeup. They also have another brand under them named “PHY” which is a self-care brand for men. 

Plum Goodness believes in functions on the basis of its values which are Customer Delight, Respect for human capability, Transparency, and Sustainability.

Quick Stats on Plum Goodness –

CEO Shankar Prasad
CMO Shivani Behl
Area Served India
Industry Health and Wellness
Market Revenue INR 225 Crore
Tagline Clean. Real. Good


Marketing Strategy of Plum Goodness –

A business must have a strong marketing plan to flourish. Let’s explore the marketing strategy of Plum Goodness.

Segmentation, Targeting, and Positioning

Plum’s audience is segmented into three focus groups –

  • Women between the age group of 18-35 – The product range for this segment is skin, body and self-care.
  • Middle-aged women between the age group of 35-50 – This is the segment of the audience which is interested in the entire range of anti-ageing products.
  • Men between the age group of 18-35 – The entire range of products under the brand name “PHY” comes under this segment.

Plum Goodness has positioned itself as a cruelty-free, vegan and sustainable beauty and self-care brand in the minds of people. It has consistently created products keeping in mind the requirement of people from different regions.

Marketing Campaigns

The advertisement and marketing campaigns of Plum Goodness revolve around its tagline. Clean. Real. Good. Plum wants to take it a step further and develop their own definition of “clean skincare” so that it may serve as a standard for skincare research that its clients can use to compare and contrast their options. 

  • Talk Clean To Me

marketing strategy of plum goodness - marketing campaign

This campaign was designed to educate people and it points out products that are made without toxic and skin-damaging ingredients, but our in-progress list goes a step further by ensuring that we are open and honest with our customers at every stage of the process and keeping our promise to stay clean by actively working to uphold it.

  • Like A Mother

marketing strategy of plum goodness - marketing campaign

This Campaign garnered around 3 lakh+ impressions on social media. It was a mother’s day campaign where plum invited their audience to appreciate motherly figures in their lives. All the audience had to do was follow their Instagram page and tag motherly figures in their lives and get a chance to get a sweet surprise from Plum. It was a huge success as it reached so many people on the internet. 

  • Plum Squad

marketing strategy of plum goodness - marketing campaign

This campaign was an invitation to collaborators from all over India to join the Plum Goodness family and be their Brand Ambassador. 

This got a huge engagement and they received numerous entries from around the country. It allowed Plum to step up its influencer marketing game and also gave the opportunity to people with low reach on social media to be seen and heard.

Social Media Marketing

Plum has a Bang on! Social media following. Their front-runner has always been Instagram.

Additionally, the business is quite active on its YouTube account. Shivani Behl, the Chief Marketing Officer of Plum says “The kind of results that we get on social media conversions is far better than paid, the typically paid conversions that one optimizes for. Social media is also used as a platform for educating the consumer about the different ingredients of our products”

    • Instagram – 651K
    • Facebook – 240K
    • YouTube – 28K

Explore the insightful presentation on Plum’s Social Media Marketing Strategy crafted by the learners at IIDE. Developed as part of their assignments in the Post Graduation in Digital Marketing programme, it showcases their strategic thinking and creativity, reflecting the practical, hands-on learning approach of the course.


SEO Strategies

marketing strategy of plum goodness - ubersuggest seo screenshot

Source – UberSuggest 

SEO rankings state that having fewer than 500 keywords is awful, having more than 1000 keywords is decent, and having more than 10,000 keywords would be exceptional. It’s obvious that Plum Goodness has 95K+ organic keywords, which is an incredible amount. This indicates that Plum Goodness’s digital marketing is likely learning a lot.

Again, this is wonderful; the monthly traffic is about 272K+. Since this result is the result of the remarkable effort put into SERP results, Plum Goodness is on the correct track and will keep expanding in this area.

Influencer Marketing

Influencers on social media are crucial in advertising since they have a large following that spreads the word about a product. People take their influencers’ advice, therefore influencers have a big impact on how consumers decide what to buy. Plum makes excellent use of this and works with social media influencers to promote their goods and spread awareness.

Plum has collaborated with many influencers over the years. Some of them are Mithila Parkar, Alfiya Karim Khan, Rashmika Mandanna and Vipasha Malhotra. This has proven to be the best marketing strategy for Plum Goodness as this helped improve their customer base and also made their potential customers trust their products.

E-commerce Strategies

Plum Goodness provides an online E-commerce portal to their customers, through which they can order products, and track their orders. Their products are also available on retail giants like Shoppers Stop, Nykaa, Flipkart, and Amazon.

Plum Goodness also has a section called the “99 Store” which offers a discount on a few products. Customers can buy products at up to 45% discount which usually ends up at just INR 99 under this section.

Mobile Apps

Mobile Applications are usually better when it comes to shopping online due to their user-friendly interface and easy access. Plum Goodness, however, has not yet launched a mobile application. All their business comes through their website only.

Content Marketing Strategies

The company produces a tonne of educational content for several platforms that cover a wide range of skincare-related topics. They post skincare tips, routines, product descriptions, etc on their YouTube channel.

It also does a lot of live streams on Instagram with its clients to discuss holistic beauty generally and recruits dermatologists, fitness professionals, and nutritionists for the purpose.

Digital Marketing Academic Challenge 2024 - DMAC

What’s Unique in the Marketing strategy of Plum Goodness?

The brand not only sells but also educates people about clean and safe beauty products. One of the best features of Plum Goodness is its transparency in the raw material used for the production of each product. Also, the positive customer reviews from all over the country are proof that the company is doing very well in the industry. 

The marketing strategy of Plum Goodness is top-notch at this point in time. Their campaigns create a sense of value in the customer’s mind. They are using each and every possible digital marketing strategy to stay relevant in today’s world. 

Since it connects a firm with its clients when they are online and functions across numerous industries, digital marketing is crucial. Companies can reach their target clients using social media marketing, email marketing, and Google’s PPC and SEO initiatives. If you want to learn more and develop your skills, look into the 4-Month Digital Marketing Course and 11-Month Digital Marketing Course offered by IIDE.

To learn more about the subject of digital marketing, you may also register for one of our free online masterclasses presented by Karan Shah, the CEO and Founder of IIDE.

If you enjoy this kind of in-depth company study like the marketing strategy of Plum Goodness, our IIDE Knowledge Portal has more enlightening case studies.

Thank you for reading, and please comment below with your opinions on this case study on the marketing strategy of Plum Goodness.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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