Birchbox Marketing Strategy

This case study is being submitted on 02/20/2013, for Heather Teague MAR2011- Principles Of Marketing

Kerin, R. A., Hartley, S. W., & Rudelius, W. (2013). Marketing. (11th ed.). New York, New

Malcolm Gladwell is a well-known journalist and non-fiction writer. In our assigned reading materials “Outliers”, Gladwell explores different social and psychological phenomena as well as their implications for businesses and individuals. Gladwell proclaims that success is shaped by external entities which certain individuals are granted precise opportunities and advantages that not everybody is given by fate. However, even though Gladwell’s theory at attaining success holds some validity, he completely avoids and excludes the value of hard-work and determination. The core of success is always within the individual which can be achieved by perseverance through difficult times and setbacks as opposed to solely capitalizing on other people’s hard work and effort.

Underdogs, misfits, and giants. These three words are the focus of Malcolm Gladwell’s bestselling novel, David and Goliath: Underdogs, Misfits, and the Art of Battling Giants. Gladwell’s comparison of these words is strange. Their meanings have very little to do with one another, yet out of the 171,476 words in the Oxford English Dictionary, he choose them. Sure underdogs can be misfits, misfits underdogs, and even giants misfits, but besides that, the three go their separate ways. Gladwell, through intensive study, innovative thought, and real-life comparisons, finds a way to connect these foreign words, and that is what makes this novel so special.

David reverses the thought of people that say heroes need heroic qualities to save the day. Out of the whole Israeli army not one put a foot on the battle front facing Goliath. It took a servant out of Bethlehem with seven older siblings in the army to defeat the freak of

In the following I have considered that they’re holistic approach to their marketing is their strongest point, and that the way they deal with their competition in the marketplace is their worst point.

Subscription beauty boxes, I love them, they’re fun to receive. However, at times they are a bit of a disappointment. For example, you get some products that you love in your subscription box, but the remainder of them, well, not so much. Wouldn’t you agree that having a subscription box where you are truly in control of the product choices would be great? Well, I have found such a box, and it’s Scentbird. Scentbird is a monthly perfume/cologne sample subscription service, and it’s ideal for the perfume lover, such as myself.

Birchbox was started by co-founders Katia Beauchamp and Hayley Barna on September 2010125. It’s an online $10 monthly subscription service that sends its subscribers a box of five to six beauty samples2. These samples range from makeup, shampoo/conditioner, perfumes, nail polish, and etc12. These products are selected based on a personalized “beauty profile” and mailed on the 15th of every month2. Initially, the company was sampling beauty products for women, however, they have established a successful market for men as well.

Hyman, M. R., & Sierra, J.J. (2010). Marketing research kit for dummies. Wiley Publishing, Inc.

The marketing internship I was lucky enough to participate in at the University Center has been a very educational and valuable life experience. This internship has taught me many lessons that I can apply to my future career. For clarity purposes of this paper, I have listed my original education objective first and it will be followed by details about the progress of achieving that outcome over the course of the internship.

Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2012). Principles of Marketing. Frenchs Forest: Pearson Australia.

Only one firm in any sector or industry can have this advantage (Porter, 1985). The alternate source of competitive advantage is differentiation, this is where the firm "provides something unique that is valuable to buyers beyond simply offering a low price” (Porter, 1985; p120). The firm needs to show that it is different in some way, this may be a product or service characteristics, or may be an intangible aspect such as a firm image or brand (Porter, 1985). The brand is a useful tool that can support the differentiation, by creating the image or association that the consumers will link with the differentiation (Kotler and Keller, 2008). There are many examples; from premium quality brand such as Cartier, to high tech firms such as Apple and mass market brands such as Coca-Cola, in each case the brand has been developed to be associated with specific values and characteristics that help to identify the firm and why it is different (Kotler and Keller, 2008).

To remain competitive a company must consider who their biggest competitors are while considering its own size and position in the industry. The company should develop a strategic advantage over their competitors’

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Company should focus on key advantages or distinctions that can separate their brand from those of competitors.