Managerial Analysis: Ulta Beauty Corporation Georgina Idjagboro 29 June 2015 MGMT 300 Professor Waddleton Ulta Beauty was founded in 1990 and is now the largest beauty and cosmetics retail giant in the nation. The cosmetic industry earns a whopping $245 billion dollars on average a year. Ulta Beauty’s’ long term strategic plan focuses on developing a prestigious shopping environment, and salon services for its market. The corporation is able to achieve this by four different tactics
Background: Ulta Beauty was found in 1990 and has become one of the largest retailer of beauty products throughout the United States. The continued focus on American- brand name products in local salons, department stores, and online has become a major feature of its massive growth through the 2000s and into the 2010s. The promotion of these multiple venues in the marketplace is based on the slogan: “All things beauty, All in one place.” This business model has provided a broad-spectrum marketing platform
ULTA Beauty: The Journey and the Investment Before ULTA entered the beauty market in 1990, a woman would have to go to multiple stores to find cosmetic, fragrance, and salon products. ULTA has become a woman’s one-stop-beauty department store, they house everything from brands such as Revlon to Estée Lauder, products such as nail polish to specialty shampoos, and they even offer makeup and hair services. In this industry of beauty there are many competitors and companies must stay ahead of their
digital categories? Given that the additional funding requested must be shifted from Sephora’s other marketing spending, where would you propose to cut? Why? According to 2010 data, 45% of Sephora's media spending is in retail marketing that includes catalogs, store animations and print followed by 35% in Online marketing that includes search, affiliate and social media and 20% in Beauty Insider marketing that includes mails, gifts and events. The major chunk of media spending goes to traditional retail
Christian Lopez SEPHORA Case Study Analysis 5/10/15 CERTIFICATION OF AUTHORSHIP: I certify that I am the author of this work and that any assistance I have received in its preparation is fully acknowledged and disclosed. I have also cited any sources from which I used data, ideas or words, directly quoted or paraphrased. This work was prepared by me specifically for this course. Table of Contents I. Introduction page 2 II. Situation Analysis page 3 A. Mission Statement
Case Analysis Sephora Direct: Investing in Social Media, Video, and Mobile 1. Propose fund allocation for digital marketing using funds from traditional marketing spend. Include both proposed spend and recommended cuts. Justify. Analyzing the data of 2010, (Exhibit 5), we can see that 45% of the resources are spent by Sephora in the retail marketing, such as catalogs, store animations, and print followed. 35% is spent in online marketing that includes searching, affiliate and social media, and
is the competition. This beauty retail store SWOT Analysis includes several strengths and weakness that it has currently developed in its structure. However, there are a few opportunities that this company should take advantage to seize the moment and there are a few threats in which they should find new ways to overcome
Problem statement: How to maintain online penetration in the beauty market by Sephora through digital marketing and how to measure the success of its digital efforts. Case Facts: Sephora was the largest prestige beauty specialty retailer in the word with $2bn of revenues from U.S and Canada and through its website, Sephora.com. By 2010, Sephora had 1,000 stores in 23 countries with majority of them in metropolitan areas and shopping malls. It has wide range of cosmetic, fragrance, hair and skin
advertising, sales promotion and public relations. Companies have to choose a system, elaborate actions, and set goals in order for advertisement to have good effect on the company. Therefore, this paper will discuss advertising strategies and marketing functions of Ulta and Sephora. To advertising could be expected good effect, companies must first select a system and elaborate action, set goals. Therefore, in this paper we consider the advertising strategy. Good advertising messages are especially important
digitally (eMarketer, 2016), and we would like to exploit that opportunity. Indirect ● Brick and Mortar Retailers-Beauty, Cosmetic, and Fragrance Stores 25% of those surveyed would purchase No Trace at a retailer. As No Trace is an upper-middle priced lipstick, it would be placed at specialty beauty stores, Sephora and Ulta, and mass retail stores like Target, CVS, and Walgreens. At Sephora and Ulta, No Trace would be placed next to brands owned by Estee Lauder. The packaging would be comparable, but the