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

Quick Read

 

Plum Goodness is a beauty and personal care brand rooted in sustainability and transparency. Their mission is to create effective, cruelty-free products that are good for the skin and the environment. Known for their innovative approach and commitment to clean beauty.

Plum Goodness, renowned for its innovative marketing, has dominated the natural beauty and skincare market for years. Their strategic business decisions and strong marketing campaigns have been key to their success.

In this case study, we will take a deep dive into understanding what Plum Goodness as a company is, the marketing strategies of Plum Goodness and its campaigns, followed by a list of its top competitors for the same. So, let us start by understanding Plum Goodness in the coming section.

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About Plum Goodness – 

Plum Goodness is a sustainable and cruelty-free beauty and personal care brand founded in 2013. Committed to delivering effective products that benefit both skin and the planet, Plum has gained a strong reputation for its innovative approach to clean beauty.

The brand celebrates natural skin and uses high-quality natural ingredients combined with scientific research to create its products. Plum is proud to be 100% vegan and cruelty-free, with products free from harmful chemicals.

Offering a range of skincare, haircare, body care, and makeup products, Plum also owns a men’s self-care brand called PHY. The company’s core values include customer satisfaction, respect for employees, transparency, and sustainability.

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What’s New With the Brand?

• Revenue Growth: Plum Goodness’s revenue increased by 50% in 2023, reaching approximately $25 million (Source: Mint).
• Market Share: Holds 15% of the Indian online beauty market (Source: Statista).
• Customer Base: Over 2 million active customers as of 2023 (Source: Company Reports).

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Business News

Plum Goodness secured a Series B funding of $20 million from Faering Capital, aimed at expanding their product range and market reach (Source: Economic Times, 2023).

Product Launch

In January 2024, Plum Goodness launched a new range of eco-friendly packaging for their skincare line, reinforcing their commitment to sustainability (Source: Company Press Release).

Marketing News

Plum Goodness’s marketing strategy involved collaborating with popular influencers and beauty bloggers for their ‘Clean Beauty Revolution’ campaign, which gained over 5 million impressions on social media (Source: Social Samosa). To comprehend the thought process behind the formulation of such campaigns, many individuals enrol in the best online marketing courses to apply these learnings in real-life situations.

Celebrity News

Indian actress Alia Bhatt was announced as the new brand ambassador for Plum Goodness’s advertising strategy, bringing a fresh and youthful image to the brand (Source: Bollywood Hungama).

 

Buyer Persona

A buyer persona gives a detailed profile of Plum Goodness’s ideal customer. Plum Goodness’s marketing strategy is based on its audience’s motivations, what they like, their challenges, and how they spend their time online.

Based on the detailed breakdown, it’s no surprise that the marketing strategy of Plum Goodness uses social media platforms like Instagram and Facebook to execute their marketing campaigns. Here, Plum Goodness’s marketing strategy can skin care routines to match the requirements of its target audience.

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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 targets three primary customer groups:

Young Women (18-35): Focusing on skincare, body care, and self-care products.

Middle-Aged Women (35-50): Catering to anti-ageing skincare needs.

Young Men (18-35): Offering a dedicated range under the ‘PHY’ brand.

Plum Goodness’s marketing strategy has successfully positioned itself as a cruelty-free, vegan, and sustainable beauty and self-care brand. The company tailors its products to meet the diverse needs of customers across different regions.

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Digital Marketing Strategy of Plum Goodness

Below is a list of important components utilised in Plum Goodness’s marketing strategy:

Social Media Marketing

Plum has a strong social media presence, with Instagram being its biggest platform. The brand is also actively engaged on YouTube. Shivani Behl, Plum’s Chief Marketing Officer, highlights the effectiveness of social media in driving conversions compared to traditional paid advertising. She emphasises that social media is crucial for educating consumers about product ingredients.

Plum Goodness’s marketing strategy makes use of the following platforms:

• Instagram: 651K Followers
• Facebook: 240K Followers
• YouTube: 28K Followers

Plum has a massive social media following. Their front-runner has always been Instagram.

Additionally, the marketing strategy of Plum Goodness ensures that its 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 optimises for. Social media is also used as a platform for educating the consumer about the different ingredients of their products”

SEO Strategies

SEO rankings (Website’s position in search results) 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. Plum Goodness has 95K+ organic keywords (Keywords searched without paid ads), 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 these numbers are a result of the remarkable effort put into SERP results (Free search engine rankings), Plum Goodness’s marketing strategy is on the correct track and will keep expanding in this area.

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Influencer Marketing

Forget billboards, Plum’s advertising is all about the power of persuasion by your favorite social media stars! Instead of generic ads, Plum leverages influencers with massive followings who can spread the buzz about their products. Since people trust their recommendations, influencers become the secret weapon influencing what ends up in your shopping cart. Intrigued? See how Plum uses influencers to make you a brand loyalist!

Plum Goodness’s marketing strategy 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.

Plum Goodness’s marketing strategy utilises 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.

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Marketing and Advertising Campaigns Designed by Plum Goodness’s Marketing Strategy

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 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.

1. Talk Clean to Me

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

2. Like a Mother

Here, this Plum advertising 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, tag motherly figures in their lives and get a chance to avail a sweet surprise from Plum. It was a huge success as it reached so many people on the internet.

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3. Plum Squad

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

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

 

Marketing Strategy of Plum Goodness That Failed

The ‘Plum Perks Loyalty Program’ was launched to reward loyal customers with exclusive benefits and discounts on its products. This marketing strategy of Plum Goodness aimed to enhance customer retention and encourage repeat purchases.

Issue: The loyalty program did not attract the expected number of participants.

Backlash: Customers found the rewards insufficient and the process complicated.

Response: Plum Goodness revamped the program, simplifying the reward structure and offering better incentives, resulting in improved customer participation.

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Top Competitors That Influence the Marketing Strategy of Plum Goodness

Plum Goodness is not the only brand that dominates the skincare industry. There are many other players that can have a huge impact on Plum Goodness’s marketing strategy:

• The Body Shop: This company is known for offering its ethical and sustainable beauty products.
• Forest Essentials: Luxury Ayurvedic skincare brand.
• Mamaearth: Focuses on toxin-free and natural products.
• WOW Skin Science: Offers a range of natural and health-focused beauty products.
• Biotique: Combines ancient Ayurveda with modern science for skincare solutions.

 

Conclusion

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. Their campaigns create a sense of value in the customer’s mind. They are using every possible digital marketing strategy to stay relevant in today’s world.
Thank you for reading, and please comment below with your opinions on this case study on the marketing strategy of Plum Goodness.

 

Learning From Other Brands

In comparison to other brands, the Air Asia marketing strategy emphasises cost-effective travel options through dynamic pricing, extensive route networks, and strong brand partnerships, showcasing how affordability and strategic alliances can drive customer loyalty and market leadership.

Similarly, the business model of Reliance Jio focuses on providing affordable data services, extensive network coverage, and digital ecosystem integration, highlighting the importance of leveraging technology and competitive pricing in achieving rapid market growth.

Additionally, the SWOT analysis of Dove reveals strengths in brand loyalty and product diversification, while also identifying opportunities for growth through targeted marketing and innovation. These examples illustrate how well-crafted marketing strategies can help brands excel in their respective industries.