Burt's Brand Identity

What is reflection? Reflection is defined by Wilkinson (1996) as an active process whereby the professional gains an understanding of how historical, social, cultural, cognitive and personal experiences have contributed to professional knowledge and practice.

In order to collect useful data, a research about the brand was made, including its place in the market in comparison to other brands. By this, identifying a competitor brand, analyzing it’s marketing mix and SWOT analysis in order to help develop the research’s own. This procedure was a guidance to find the identical ideas, strengths and differences between the two brands, allowing the brand in research’s marketing mix to improve and hopefully become dominant in the market. By preforming a research about the USDA and their certified brands and the whole organic/natural cosmetic products market, will be an approach to the marketing mix with a more stable and predetermined target. Throughout two interviews that were held, another portion of favorable information could be obtained, both interviews provided precise and factual details about two different cosmetics brands, as well as some advice on how to identify the features and other relevant business factors. One of

When the word reflection is mentioned, the first thought is a mirror-like image of yourself. This is to define your own perception of the acceptable and poor quality within yourself. Taking action of the weaknesses and developing my skills to improve me around everyone, (Stadter, 2015).

Social – Ecological trends: With a focus on sustainability, Burt’s Bees’ natural cosmetics goods are a very good advantage to stay in the market due to the fact that people are paying more attention on environmental friendly goods.

When the word reflection is mentioned, the first thought is a mirror like image of yourself. This is to define your own perception of the good and bad quality within yourself. Taking action of the weaknesses and developing my skills to improve myself around everyone, (Stadter, 2015).

Burt’s Bees started in 1984 by selling homemade candles made of beeswax at a crafts fairs, and various road shows around the world, after astonishing sales and excitement around the product the creator Roxanne Q. recognized that a small insect could motivate her to change the world and how we use and buy candles, lotions and lip balm. After making $300 selling candles of different shapes and sizes at just one fair, she immediately recognized she needed to expand her market because the demand for her products at these shows were so abundant. At the beginning, Burt’s Bees tested a variety of different skin care products to help people feel fresh and clean without paying a crazy amount of money, and finally got it right in 1992 with their

Clorox currently faces two challenges. First is how to turn Burt’s Bees into a mainstream American brand and second is how to move towards more environment friendly business practices and develop eco-friendly products, helping company improve brand image among customers. To position Burt’s Bees as market leader for green products, the company should invest its cash reserves in developing new improved natural products and start selling all Burt’s Bees products through big stores such as Walmart. In order to improve brand image of Clorox, the company should research Burt’s Bees ways of functioning and incorporate some of their strategies to make its supply chain more sustainable. The company should run an ad campaign to educate people about

Reflection is thought by linking recent experience with early experience to promote more complex and interrelated mental models or patterns. The thinking involves looking for commonalities, differences, and interrelations beyond their superficial elements. The goal is to develop higher order thinking skills.

It is clear that the marketing managers of John Lewis have built a strong brand and maximised its equity. In order to do this there are characteristics of strong brand which marketing managers must work towards (see Appendix A).

The team gathered a wealth of information about the products strengths and weaknesses, but lacked important consumer­brand relationship information. Supplementing the Consumer Insight Team research with the Usage and Attitude Study provided a well rounded customer understanding.

• Be the preferred company to meet the health and personal grooming needs of target consumers with safe, efficacious, natural solutions by synthesising deep knowledge of ayurveda and herbs with modern science.

Since an increasing number of people focus on brand names instead of product, brands become important elements for customers to choose products (Carroll, 2008). When customers trust the brand, the benefits for the manufactures are generated. In the first place, brands can be used by products as the tool to identify and differentiate themselves from various products. Secondly, brands are helpful for companies to build a competitive advantage (Bick, 2009). Therefore, organisations take more attention to branding.

A popular strategy among supermarkets it own brand strategy, which is its own label products produced by, or on behalf of the supermarket and sold under ASDA’s own name or trade mark through ASDA’s stores (Morris 1979). By having its own branded products, they have the potential for greater control over influencing and managing issues such as quality, health and safety and environment, as opposed to a supply chain that stocks other brands within its business and in turn have a better understanding of their own supply chain. Additionally if a retailer has its own brand strategy, then other brands often have greater competitions in obtaining shelf space and also they can use accurate and effective procurement and distribution of their brands

The Clorox Company’s acquisition of Burt’s Bees in 2007 allowed the company to expand into a natural product business platform which fit into their Centennial Strategy. This product line though was marketed as a stand-alone product and was not associated with the Clorox brand name. Based on Exhibit 9 of the market study, the market share that Burt’s Bees held was 7.9% which was only 2.3% shares away from the market leader Aveda. Even though this product line was ranked #4 in the natural personal care brands, it only accounted for 4% of Clorox’s total sales. As pointed out with Brita, sales soften in this category during times of recession.

B) The brand personality of a company can be described as the set of human characteristics that attributed to the brand of a company. It is something by which the consumer can relate to the brand which can effectively increase the value of the brand by effectively communicating a sense of similarity to their customers. There are five main types of brand personalities, but the one that matches Nestle the best is, excitement. Nestle gives of vibes of a carefree attitude and connects best with consumers that are youthful and spirited. Because of the nature of the products Nestle offers, the idea of Point of Purchase (POP) becomes very important. Many of the Nestle consumers purchase their products at the payment isle of grocery stores, so POP sales become very important. This also allows packaging to play an extremely important role during the POP purchase. Because there are many other similar products in the check-out isle, it is important for Nestle to make their products stand out. According to a brand manager from Nestle, “For Nestle, packaging has a key role to play in brand recognition”. Environmental issues, mainly the use of biodegradable and sustainable materials, have a growing impact on package design and materials sourcing. This is something Nestle keeps in mind when communicating with their consumers and also when maintaining brand identity and packaging characteristics. Nestle also recently announced that they