Sephora Case Study

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INTRODUCTION/BACKGROUND OF COMPANY Positioning: Sephora is the largest prestige beauty specialty retailer in the world. Target Market: 25-35 year old women. Logo: Flame Tagline: The beauty authority 4 P’S OF MARKETING Products: 288 brands, representing over 20,000 products, ranging from prestige brands such as Lancome, Clinique, Urban Decay and Too Faced. Also carried a host of private label products in every category. Pricing: Pricing is often identical to that of department stores. Place: 1000 stores in 23 countries, out of which 450 are in U.S and Canada. In America, it has a retail presence in 36 states. Throughout U.S, Majority of the stores are in metropolitan areas and shopping malls. In 2006, Sephora entered into a…show more content…
As Julie Bornstein wants to double the allocated budget for social media, video and mobile for the year 2011 that too by deducting the certain portion of budget from traditional media, They should consider these questions. * How to integrate Beauty Talk and Facebook page so that the media personals don’t have to respond again and again to same questions on Facebook page. * How to integrate User generated content videos with the official Sephora channel of YouTube? And determine for what particular purpose they need to develop the professional videos, whether they should focus on brand building, acquiring new customers or just to stay interactive, keeping customers engaged and keep them up to date with the current trends such as keep making “ How to” videos. * Sephora team also needs to determine whether they want to invest money in creating a new

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