Recommending a Marketing Mix for an Organic Cosmetics Brand
(Final Draft)
Student´s Name: Ana Pichardo
Teacher: Ileana Bauche
Due Date: April 23, 2013
Word Count: approximately 1700 words
Executive Summary
In this research two well-designed marketing mixes were made, aiming to improve an already existing organic products cosmetics brand named “LUSH®” as well as accommodating its features to the demands of the target market. One of the marketing mixes being directed for physical shops and the other one for an E-Store. Two business people were interviewed to gain information about strategies and day-to-day goals in small brands as such. Elena Torre, cosmetician and owner of “Saint Germaine”, a Natural Cosmetics brand, was one of the
…show more content…
“LUSH®”’s products offer a vast variety of all natural ingredients and a huge originality amongst other brands’ products and now there are now 830 stores in 51 countries.
SWOT Analysis Strengths
* Unique selling points.
* Almost 90% non-chemical procedures.
* Non-aggressive publicity.
* Homemade organic products
* Logo and publicity
* A % of profit goes to charity
Weaknesses
* Many shops in certain countries but few in others (Only 1 shop in Mexico)
* Lack of product publicity Opportunities
* Popularity for originality and organic cosmetics.
* Gain approach from an SPA center.
* Create own charity organization
* Innovation
Threats
* Many new competing brands wanting to go “green”.
* Great popularity within competitor brand, The Body Shop®.
The following marketing mixes were created for “LUSH”®, to create a better opportunity for the brand to gain dominance and recognition in the market. Marketing Mix No.1 was designed for physical shops and stores, while Marketing Mix No.2 is directed for the research’s brand online shop. Both marketing mixes will allow employees end e-tailers to have a better approach to the market and provide favorable conditions and characteristics for the costumers.
I WILL SOON UPDATE MARKETING
Neutrogena products in the United Kingdom should support their campaign on the usage of anti-aging products, and this should let them change their design on the product’s package to meet the demands from their consumers. As time goes on the demand from the consumers change and so do their competitors. This means that the personal selling should have in place a way of getting data from wholesalers, consumers, and the retailers. This makes the personal selling a connection of agents that can make their way around every avenue as soon as the original market develops into a success.
In this piece of marketing course work I am going to explain how to produce a marketing strategy for a new or existing product. I will explain how my strategy is based on the principles of marketing. I aim to use primary and secondary resources to help me to analyse the marketing context. I will then explain how to develop a product that meets my target customer’s needs.
Sharon (group member) and I have discussed which models to use for the internal and external analysis. I am in charge of the introduction, PESTLE analysis, VRIO internal framework and Porter’s generic strategy for Lush. Firstly, the mission statement of Lush is to create equity through defining its brand identity using various brand elements. The vision statement is to make effective products from fresh organic fruit and vegetables, the finest essential oils and safe synthetics for customers.
describe about marketing history, company ethics and current market position of LUSH. This report also deals how LUSH is making their products with sustainability and what marketing strategy they are following. We will discuss about marketing mix of LUSH, How they are doing ethical business and their position in competitive market. We will also do SWOT analysis and LUSH position mapping with other brands. This report also concentrates how LUSH can improve its marketing strategy.
Developing strategies in relation to any application of marketing suggest a marketer’s ability to comprehend and align business practices with the need of the consumer and business simultaneously. Strategies present challenges whether domestic or international markets are the emphasis. The ability to set customary prices, have market presence, encouraging advertisements and publicity, understand the competition, develop accurate communication, a complete SWOT analysis including domestic and international markets, and customizing the target market, present boundless opportunity that consumers appreciate and market recognition. At each stage of
As part of the Course ADO13, Fashion and Textile Merchandising at RMIT University, we (Rebekah Best, Vy Costen, Daniyal Malik, Jessica Pola and Madeline Whelan) have created the following formal Marketing Plan, which was conducted on the Australian fashion retailer, Bardot. This Marketing Plan was created to assist Bardot in analysing their current situation, and to create strategies to improve their future. The base research performed for valid
The purpose to write the report is to analysis the current situation of the fairtrade brand, Lush and recommend on its corporate strategies.
Yellow Freight Inc. is a trucking company that moves a wide variety of products for companies all over the world. “Any need met, Anytime guaranteed, Anywhere your business goes” is the motto that Yellow Freight stands behind.
Established in 1995, LUSH is dedicated to making fresh, organic toiletries that provide an ethical alternative to traditional methods of cosmetics production. The organization emphasizes handmade, organic products that use natural ingredients sourced in an ethical manner. LUSH has demonstrated its success, increasing the company’s turnover ten-fold within the last 10 years, culminating in a turnover of £326mm in 2012(http://www.ft.com/cms/s/0/5f418594-041c-11e2-9675-00144feabdc0.html#axzz2jfp2LUpW(not work)). There are many ways in which LUSH has capitalized on their market position, foremost being their vibrant brand personality, unique product range, and customer oriented approach to marketing. However, there are
In an increasingly complex industry and market place, Australian cosmetics manufacturers thrive by going green. Mother Nature Health Products Australia is one relevant example in this sense, yet it is a small size company, competing on niche markets. The company could benefit from an increase in its product palette, and the specific recommendation formulated in this sense is that of developing a new sunscreen lotion, with 100 per cent natural ingredients, and added red raspberry seed oil. To ensure the success of the new item, the company would have to develop a sustainable marketing campaign.
The product will reach the segment of identified customers, through ads in social networks, television, newspapers and on-site promotion in the different markets where the product will be offered, giving samples of the same to consumers and at the same time defining the variety of East. One way to also bring the product to the segment of identified customers will be through the recommendation of customers to other consumers. Obviously the different attributes and benefits, as well as variety, stand out in the promotions, making it stronger in comparison to the competition and helping in its positioning.
In the discussion part the strategy that has Although limitations are clear, as there is to be used will be developed, with special no budget available or perfumer abilities, the emphasis to the product and the other whole marketing strategy will be explained in characteristics of the marketing mix. detail.
Currently, the economic growth and development is improving the performance of the New Zealanders that has over the past 30 years made them part of the global market. This requires that Lush improve its performance in relation to standardisation. This demands that it balances its character of its products to maintain a local and international consumer appeal. This is important based on evidence from firms selling luxuries in the Chinese market where maintaining brand consistency has been core (Liu, et al., 2016, p. 360). As a corollary to this, Lush should appreciate that consumers desire to experience an enjoy life that can be compared to global levels in wellbeing. However, this should be done taking into account that New Zealanders value truthfulness in promotion that is key in brand identity. These should be underscored by strategies that improve brand knowledge that is important in attracting consumers through a local and internationally balanced appeal. Though not in the same industry, this has helped international universities increase their student populations in foreign countries (Hemsley-Brown, et al., 2016, p. 3020).
As Micro Fragrance Conglomerate Shanghai Ltd is a newly developed retailer for China, The company has to have a good marketing strategy in order to be a market leader in such a competitive market, in addition it must mean that Micro Fragrance must have a competitive price in order to be a attractive product in the market. In order to have a good marketing strategy, it is important to understand the customer demands so they should do a market research which is also in Chapter 4.4, Market Research.
Many cosmetic brands are popping up recently, perhaps, due to the increasing consumers of products that beautify and enhance the physical appearance of a person. Even though the market is already full of the said cosmetic brands, the company L’Oreal Groups could still be considered as the leading supplier of cosmetics and hair-color. This study is a brief overview of the marketing concepts and strategy of the said company. The company profile will be presented to be able to give a clear view of the market to which the company belongs to. An internal and external (SWOT) analysis of the company will also be provided in this paper. Another area will be specifically devoted to