Brand Analysis
Jo Malone
14/10/2014
Content
1. Background 3
2. SWOT Anaylsis 4
2.1 Strength 4
2.2 Weakness 4
2.3 Opportunities 5
2.4 Threats 5
3. Recommendations 6
4. Conclusion 7
5. References 8
1. Background Jo Malone is an international brand which was established in United Kingdom by Jo Malone in 1994, then it was acquired by Estée Lauder in 1999(Jo Malone 2014). This brand has a series of products, such as scents, body care products and home supplies (ibid). Its products are extracted from natural materials with pure flavor; so it is always pursued by many stars and upper class (Jo Malone 2013). Jo Malone allows consumers to tailor their own
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Consumers, who cannot afford a Chanel bag, can purchase Chanel perfume to satisfy their vanity. Moreover, Jo Malone is a brand with particular features, in other words, there might be some copy-cats appear to confuse consumers and damage Jo Malone’s brand image.
3. Recommendations
Based on the SWOT analysis above, there are three recommendations could be proposed. Firstly, recommending Jo Malone to promote itself in the public media. Due to Jo Malone’s low brand recognition and ineffective promotion strategy, it is necessary for Jo Malone to increase investment of promotion, to advertise itself on TV and premium beauty magazines, and to invite a few stars who are well known and have similar characteristics with Jo Malone to be spokespersons. Moreover, allowing perfume stores and online stores to sell Jo Malone products is also an option to enhance brand recognition and expend distribution channels.
Second recommendation is to collaborate with other brands. In order to increase sales and expand not only premium market, but also mass market without undermining brand value, there are two options to target different consumers. One is to collaborate with Superdry, which is a young and fashionable brand with great reputation. Consumers are able to smell the partner perfume in Superdry’s shop and make purchase if they are interested in. Another is to collaborate with five-star hotels. There are many kinds of bath
Ann Taylor’s target market primarily comprises of ages between 30 years and 60 years to whom, the company offers a plethora of work related apparel and accessories. LOFT’s target market comprises of 18 to 34 year olds who have a wide variety of casual work related (can be used for other purposes) apparel and accessories. Although the two divisions cater to different target markets, their primary purpose is to provide to the ‘working customer.’ Ann Taylor’s expansion into value based divisions (LOFT and its clearance centers) has captured the value market. The pricing at LOFT is about 30% lower than its sister concept, Ann Taylor. The outlets too, have captured the market that comprises of consumers seeking deeper value over traditional pricing and stores. The corporation added more value to these “clearance centers,” by creating private labels for the outlet centers. All the three divisions have proven to be a success among consumers. A third strength of the company would be its marketing strategies through celebrity associations. Some of the biggest celebrities like Heidi Klum, Milla Jovovich, Rachel Bilson are the faces of the company. The brand equity of the company, i.e. the image of the company in the minds of the consumers is enhanced because of positive perceptions. To further enhance this, the company is specifically targeting different markets by using different celebrities for each type of market. For example: Christina Hendricks, known for her curves is a
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Price 7 8. Brand Mantra 7 9. Brand Identity 8 10. Brand Equity 8 11. Critical Point 8 1.
Flare’s sales come from its six fragrance lines equating for 93% of all sales with 7% coming from line extension products such as soaps, shower gels and gift sets. Since 1996 Flare has launched a new scent every two to three years, as we near 2009 it is time to make a decision if we are ready for a new launch. In 2006 we positioned ourselves in the young and chic category with the launch of Natural. Savvy is our fragrance ready for launch, its scent has been seen as stylish, upbeat and classy and has been geared towards the 18-34 age group. The projected sales price is $40.00 with a launch in the mid-tier brand category. The questions are do we position it in the young and chic category or do we enter into a new position such as young and classic. In addition, if we do launch this product do we umbrella it under Loveliest or do an independent launch and create a new brand. In addition, is a Mother’s Day launch obtainable?
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The main target market for the company is people of 15 and over years of the age, who represent healthy and luxurious lifestyle, and appreciate high quality product. Such people are mostly representatives of business who loves take care of their health and body: regular work out in gym, yoga, SPA, aroma therapies etc. Those people demonstrate elegant style in everything, starting from a coffee what they drink and finishing a shampoo or hand lotion what they use. Bright example of such group of customers can be those who prefer Starbucks coffee to Tim Horton’s one.
The success of Chanel Perfume traces its roots back to 1870, when Ernest Wertheimer moved from Alsace, France to Paris during the Franco Prussian War. Shortly, after his arrival he purchased an interest in a French theatrical makeup company called Bourjois. Bourjois successfully introduced dry rough to the European market in the 1890’s. The company grew rapidly, and by the early 1920’s Bourjois had begun making and distributing skin creams from his Rochester, New York, plant for cosmetic industry giant Helena Rubenstein. Through the Wertheimer family would control the finances of Chanel from its inception, the impetus and creative vision for the company came from Coco Chanel. Theophile Bader, founder of
Purpose – The objective of the paper is to provide an understanding of how large organisations develop line extensions of their brands and to present
As a result, throughout the world, there was a perfume for women that smelled like women! It was the first type of perfume with eighty components that were not repeating the same smell as a flower, like it was earlier. The success experienced its creators- making the Chanel No.5, the best-selling perfume throughout the whole entire world! This was a very big accomplishment of mine, and I was very proud of it. What I told most of my clients was, “A woman who doesn’t wear perfume has no future.”
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