Kiesehl's Executive Summary

Identify a brand (other than the examples in the chapter) that you believe presently resides in this quadrant. In your opinion, why has the brand undertaken this pricing strategy? Do you believe there are risks to the brand in remaining too long in that quadrant? Why or why not?

During the post 30s the intensity of the free radical formation and rapid damage of the epidermal layers lead to the formation of fine lines and followed by wrinkles. The Facelift in a Jar cosmetic product is largely being used by people seeking to escape the expensive cosmetic treatments for these problems. The extreme publicity and awareness information released about the essential ingredients in Facelift in a Jar has been successful in gaining the buyers’ confidence.

Price is an important factor in Burberry as price affects the value that costumers perceive they get from buying a product (Jobber & Ellis-Chadwick, 2012). Burberry uses competitive pricing similar to its competitors which produces a psychological effect on Burberry customers (Jacobson, n.d). If Burberry for example lowered its price dramatically then customers may believe the quality has decreased and may presume it’s not worthy to be named a luxury brand. However by being expensive it suggest better quality and desire to sustain its customers as well as making there products seem exclusive.

Distinguishing your brand is a function of leadership. Wise leaders factor into this effort the weight of facts, not feelings. Acting on an assumed brand distinction amounts to banking on a guess.

Brand competitors and the diversity of choice that is available to consumers, puts brands under pressure to offer high quality products and service, excellent value and a wide availability (Clifton et al., 2009). Brands must differentiate themselves from the competition and create an unforgettable impression.

There is a famous saying that ‘cosmetics are not selling product but beauty.’ Therefore, it is important to keep planning and developing product to meet the needs of customers who pursue beauty. In line

Company conducted a survey in order to determine the segmentation of people who would like to prefer fragrance and moisturizing cream in the skin care products they use.

* Have a lot of choices: a lot of brands are available which allow the current customers to choose from a lot of alternatives, that makes them very careful of small details and what the brand has to offer.

• Be the preferred company to meet the health and personal grooming needs of target consumers with safe, efficacious, natural solutions by synthesising deep knowledge of ayurveda and herbs with modern science.

Young girls are more concerned about acnes and blackheads while mature women are looking for anti-aging and anti-wrinkle products. Genders do affect the choice of skin care products. In the past, skin care products only belong to the girls’ world. Nevertheless, in recent years, men are increasingly becoming more and more concerned about skin care. With a view to this latest trend, various brands have started developing men’s line. Income level directly affects the purchasing power of customers. Skin care products take up a wide range of price levels from far less than a hundred dollars to more than a thousand. Young girls who do not have any income cannot afford the expensive skin care products while mature women with higher purchasing power focus more on quality and effectiveness. Occupations also determine the need for skin care products. Models and artists generally have a higher consciousness on skin care than people with less exposure to the public.

We aim to provide Australian and foreign consumers with the highest quality skincare on the market while promoting sustainable behavior and reducing our ecological footprint.

Similarly, for Latin America it has been interesting to find out that the people in this region are focused on value yet they do not mind paying the appropriate price for a product if they know it is good. The price elasticity of demand of people in this region is just moderate which is good for our product. Thus, we will follow a moderate pricing strategy in this respect to ensure the best possible results from the consumer in this market to ensure that product gets successful in this new market.

quality, and recognized by the consumer as such. The brand is seen as expensive, but

According to Aaker (1991), “brand equity is the set of brand assets and liabilities that is linked to a brand, its name, and symbol that add to or subtract from the value provided by a product or service to a firm and/or to that firms customers”. Some academics have given the components of brand equity. It consists of “perceived quality, brand associations, brand awareness and brand loyalty “(Aaker, 1991; Baldauf et al., 2003; Keller, 1993; Selase Asamoah, 2014), and this is the first version of components of it; regarding it as the “consumer 's behavior” toward a make, Keller (1993) proposes two elements: “brand awareness and brand knowledge”; Kim et al.(2008) argue that strong brand equity boosts “consumer satisfaction, repurchasing intent, and degree of loyalty”. Thus, past

➢ Product differentiation - Products that are relatively the same will compete based on price. Brand identification can reduce rivalry.