7. Marketing Strategy
|Marketing Mix |Biotherm |Kiehl’s |
|Product |Innovation is how individual and group perceived |Kiehl’s had differentiated itself from the |
| |changes made prior to a particular product. |rest of men’s facial care by their nature |
| |The product positioning of the chosen product is based |extracts such as lemon extracts and choice of |
| |on the product’s effectiveness o the individuals and |ingredients in the facial care. Similarly, |
| |groups. Nonetheless, the branding itself had…show more content… It is also a socially-conscious |
| |of choosing between the different range of products for|brand with a sense of generosity, it used to |
| |different skin types. |launch limited-edition products also in terms |
| | |of their packahig and this is in order to |
| | |raise funds for charity. |
|Price |As mentioned earlier, the target market is low to |Kiehl’s consumers are in the upeer middle |
| |medium sensitive to price. Price is considered as a |class, the brand targets people who spends a |
| |fairly important evaluation criterion. At the same time|lot in body care and skin care. Price is |
| |price determines the brand’s position and value. |considered a fairly important factor as their |
| |Consumers usually associate price with prestige. |target consumers are more concerned about |
| |As the brand is the leading brand in men’s skincare, |their appearance and attach a