Aesop's Executive Summary

Aesop is a firm that started its operations in Australia and works in an extremely competitive environment. The main objective of this marketing plan is to introduce the products of Aesop to the global markets. It becomes essential to analyze and research the product as well as the market in order to create a stronger strategy fit and align all of the marketing activities and efforts to the marketing goals and needs of the potential consumers. Identification of appropriate segments and markets is an essential foundation for the success of the product and the organization.

The cosmetic industry worldwide seems to be continuously developing, now more than ever with the advent of the Internet companies. Many famous companies sell their cosmetic products online also in countries in which they do not have representatives. Aesop is the trading name of a range of skin care products from Australian company Aesop Retail Pty Ltd. Aesop was founded by hairdresser Dennis Paphitis in 1987 in the city of Melbourne. It is an Australian based super

Many firms are learning that being environmentally friendly and sustainable has numerous benefits. (O.C Ferrell, Fraedrich, Ferrell, 2015). This could enable them to increase goodwill from various stakeholders and also save money in the long term. This will mean that they are being more efficient and less wasteful of resources, which will enable them to be more competitive by satisfying stakeholders. The CEO of

In 2004 The Home Depot’s (THD) Eco Options program began in their Canadian locations and on Earth day of 2007 in the United States. The program was created to create environmentally friendly products to consumers that would support the environment while helping consumers save money on their monthly energy bills. The programs successful audience is a combination of two groups. The first group is involved in supporting the environment while living an ecofriendly lifestyle while the other group is mostly concerned about the money saving aspect of using the products. In contrast, there is a broad audience that THD EO’s program is not successfully reaching which is made up of mainstream consumers who care about the environment but don’t bother to inconvenience themselves with adjusting to using ecofriendly options. Consumers of the programs are middle aged people who are in the market for appliances. They need home improvement needs and appliances.

As the main head office is located in Melbourne, Aesop products are advanced by the in-house staff members rather than external facilities and finally shaped in Australia. They have a wide range of products approximately 150 retail SKUs, which includes the products used for skin, body, hair, perfumes, anti ageing products, grooming ornaments, special gift packs and products for decorating homes.

This report is on LUSH cosmetics – a sustainable brand in cosmetic industry. This report will

Today an increasing desire from consumers is to have healthy and organic product offerings. While

In regards to income, more specifically, 35% of people considered as organic consumers earn more than $50,000 as opposed to the non-organic consumer which comprises a total of 30%. Finally, taking into account the geographic location of the common organic consumer, the majority of them are concentrated in the Western and Midwestern regions of the United States (“Marketing”, 2011). I think you will find that all of these elements combined will be of great help in targeting our potential market for organic products.

present situation and the possible sustainable options, an innovative store design is developed by designing display shelves, fixtures and the store interior made up of stainless steel, glass and using sustainably grown solid wood or plywood covered all surfaces and edges with laminates or seal them with low emitting paint or varnish to reduce emissions of VOC, which are more attractive and sustainable then present wooden furniture. To give an idea how store interior will look a picture is placed in the appendix-A/VI (Pg.16). Sustainability features are given in appendix-A/II (Pg.12).

One of the many resources available to Home Depot is the use of environmentally friendly supplies. Recently, Home Depot began shifting to greener products and practices, such as no longer using wood from the Amazon forest, and removing harmful chemicals like formaldehyde from their paint products. They have also began to use water recycling pumps for their irrigation centers and are in the process of creating solar powered roofs for their stores which can drastically reduce their carbon footprint. Home Depot is also recycling and reusing as much as they can, from lightbulbs to power tools. The VRINE model below measures the impact of this resource. Although it is valuable and exploitable, it is not rare or non-substitutable. This makes it a valuable resource for the short term but not a sustainable resource for competitive advantage.

With an evolving market in the various fields marketing, companies needed to readjust their and update their marketing strategies. Centuries ago, a company that needed to market for its products would just post a paper note at the main town street and if people liked the product it would be sold. In the 21st century, marketing became an essential field and necessary branch in any company that plans to succeed. Aetna recognized this necessity and while analyzing the company’s strategies and structure, one can recognize the un-doubtful organization in identifying their target market. Through the creation of different subsidiaries, Aetna, Inc. is able to organize its target market and classify their various services based on

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

As the consumer attitude gradually changes, people are more in favor of the natural and safe products in cosmetic market. Australia consumers are not exception. They respected green-added cosmetics, namely, they are increasingly in pursuit of natural, pollution-free cosmetics with no chemicals added. Consequently, the products of chemical-free will gain competitive advantages in Australian cosmetic market to meet the consumer’s psychological needs for green, organic skin care products.

The quest for beauty is an endless endeavour at all times. Despite the old saying cautioning us that beauty is only skin deep, billions of dollars is spent on skin care products every year for men and women, young and old alike. In this multi-million-dollar industry, every company tries hard to maximize their profit. One of the most common methods they apply is market segmentation.

The cosmetics business is a billion dollar industry. Every year, women are responsible for consuming millions of cosmetic products. The cosmetics industry is so large because of several factors. The media is a huge contributor to the intense pressure to look a certain way. The idea that "sex sells" is evident in gossip magazines, movies, advertisements, music, and more subtly- in the business world. People first notice what race someone is, how beautiful or ugly they are and what clothes they are wearing. Beauty is skin deep; however, first impressions are usually what others use to base their