...The Body Shop Cosmetics: Evaluating The Influence of Social Media in the Business of Socially Conscious Cosmetics Mbalia Albatul Kamara CAPELLA UNIVERSITY MBA60004 Introduction The cosmetics industry persists because of the female demographics’ need for and quest for a youthful appearance. Thus the use of the Internet to advertise a company’s products and share information with its consumers has made the business industry very accessible to people around the globe. And it has also influenced the means to which companies market their products and communicate with their customers. As such there is no truer industry where digital communications and social media interactions between the customers and their preferred brand is of utmost importance than within the cosmetic industry. According to Richardson, Gosnay and Carroll (2010), E-marketing allows companies to more specifically attract new customers, to adapt to the needs of their customers and most importantly strengthen their brand and reinforce the relationships with existing and new customers. Therefore access to social networks such as YouTube, Facebook and twitter has broaden the scope for digital interactions; these networks allow companies to build their own fan pages for customer interactions where they can ask questions, give feedback, and comment on the company’s activities (Schmidt & Birkhoff, 2013). This paper will examine the cosmetic company: The Body Shop (TBS) and explore the efficacy of...
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...Branding Strategy.... Building brand equity. “The branding strategy is creates strong brand values which have resonance with the customer and are relevant for the extent of the customers life cycle.” Learning objectives The first step in implementing a branding strategy is to understand the risk involved in the different strategies. After that, we will explore the implications of the different strategies on adding new products and incorporating acquired brands into the portfolio. After the lessons the student should be able to: • Understand the level of risk associated with the different branding strategies. • Understand what generates risk to the brand. • Identify which branding strategies are appropriate to the various segmentation plans. • Understand understanding how a company can avoid dilution of the brand as the product group grows. Brand equity The marketing goal is fulfilled when the brand equity is maximized. As in all matters relating to the concept of equity, there is a balance between risk and return. The choice between different branding strategies means balancing the expected return. A strategy with commonly yields high brand equity is usually associated with a significantly higher risk that the brand can be damaged when there are problems with any products carrying the brand. The brand equity should be seen as the accumulated value of all brands in the company portfolio. Different branding strategies are associated...
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...CRITICAL EVALUATION OF THE 22 IMMUTABLE LAWS OF BRANDING A Project Report Prepared by Prashantha Hettiarachchi Venura Polgahawatte Paul Fernando Vajira Karunarathna Rizwan Mohamed Thilina Fernando Chandika Jayawardena K. C. Rathnayake Dishani Fernando & Kumara Course: Post Graduate Diploma in Marketing Management. 2010 AQAINAS COLLEGE Contents 1. Acknowledgement 2. Executive Summery 3. The 22 immutable laws of branding 1. The Law of expansion. 2. The Law of contraction 3. The Law of Publicity 4. The Law of Advertising 5. The Law of The Word 6. The Law of Credentials 7. The Law of Credentials 8. The Law of Category 9. The Law of The Name 10. The Law of Extensions 11. The Law of fellowship 12. The Law of the Generic 13. The Law of the Company 14. The Law of Sub Brands 15. The Law of Siblings 16. The Law of shape 17. The Law of Color 18. The Law of Borders 19. The Law of Consistency 20. The Law of change 21. The Law of Mortality 22. The Law Singularity Acknowledgement First let us express our heart filled gratitude to Mr. Nalin Anthony, the lecturer at Aquinas University of Sri Lanka, for his valuable guidance throughout the completion of this Project. We would like to express sincere thanks to Mr. Nalin Anthony for giving us the correct guidance towards to our professional lives, he is a very professional character and the way he conducted lectures will always help us throughout our lives. Finally we...
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...| FASHION MARKETING AND MERCHANDISING | [MARKET RESEARCH] | Submitted by: Shaiza Shahid Chaudhry / Roll No: 10-002 | INTRODUCTION: The study explores the need for plus size western wear for women and the client brand for this is Outfitters. This project identifies the fit problems which sturdy women face. This study focuses on all the design elements of the range for instance; silhouettes, colors, sizes, textures, which are required by the customer in order to come up with a whole new range for sturdy women. This study will help Outfitters determine factors so that they can have effective sales. The combination of exploratory and conclusive research is used for this research which includes unstructured interviews and pilots surveys. For conclusive research; survey methods and observations will be conducted. For the initial studies secondary research is also conducted; to see what sorts of trends are followed for plus size outfits by directional brands. For secondary research; available literature is reviewed and the books on clothing fits are reviewed as well. There is no specific age-bracket, anyone who is sturdy or little but oversized is included in the target market, and the class for this range is medium to upper-middle class. Later the research will be analyzed with the help of SPSS and tabulation. After analysis, data will be concluded so that Outfitters can use this study to launch its plus size western wear for women collection. There is an increase in the...
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...Higher standards............making a difference for you INDIAN JEWELLERY INDUSTRY The gems and jewellery industry occupies an important position in the Indian economy. It is a leading foreign exchange earner, as well as one of the fastest growing industries in the country. The two major segments of the sector in India are gold jewellery and diamonds. Gold jewellery forms around 80 per cent of the Indian jewellery market, with the balance comprising fabricated studded jewellery that includes diamond and gemstone studded jewellery. Besides, India is world's largest cutting and polishing Industry for diamonds, well supported by government policies and the banking sector with around 50 banks providing nearly $3 billion of credit to the Indian diamond industry. A predominant portion of the gold jewellery manufactured in India is consumed in the domestic market. However, a major portion of the rough, uncut diamonds processed in India is exported, either in the form of polished diamonds or finished diamond jewellery. The largest consumer of gold worldwide, India is also the leading diamond cutting nation. Gold and precious gems have played a pivotal role in the Indian social fabric and economy. Precious gems and jewellery are a part and parcel of Indian traditions and customs. Gold has traditionally been valued in India as a savings-andinvestment vehicle and even today, continues to be the second most popular instrument after bank deposits. Gems and jewellery is one of the fastest...
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...Note: Solve any 4 Case Study’s CASE: I Managing the Guinness brand in the face of consumers’ changing tastes 1997 saw the US$19 billion merger of Guinness and GrandMet to form Diageo, the world’s largest drinks company. Guinness was the group’s top-selling beverage after Smirnoff vodka, and the group’s third most profitable brand, with an estimated global value of US$1.2 billion. More than 10 million glasses of the popular stout were sold every day, predominantly in Guinness’s top markets: respectively, the UK, Ireland, Nigeria, the USA and Cameroon. However, the famous dark stout with the white, creamy head was causing some strategic concerns for Diageo. In 1999, for the first time in the 241-year of Guinness, sales fell. In early 2002 Diageo CEO Paul Walsh announced to the group’s concerned shareholders that global volume growth of Guinness was down 4 per cent in the last six months of 2001 and, more alarmingly, sales were also down 4 per cent in its home market, Ireland. How should Diageo address falling sales in the centuries-old brand shrouded in Irish mystique and tradition? The changing face of the Irish beer market The Irish were very fond of beer and even fonder of Guinness. With close to 200 litres per capita drunk each year—the equivalent of one pint per person per day—Ireland ranked top in worldwide per capita beer consumption, ahead of the Czech Republic and Germany. Beer accounted for two-thirds of all alcohol bought in Ireland in 2001. Stout led the...
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...Baggrundshistorie for The Body Shop og L’Oréal 8 3.0. Analyse 10 3.1. Analyse af The Body Shop og L’Oréal ud fra Ingleharts teori om modernitet og postmodernitet 10 3.2. Analyse af primære data 12 4.0. Diskussion 16 4.1. Etisk mainstreaming i skønhedsbranchen 17 4.2. Brandværdi 20 4.3. Diskussion af hypoteser og deres validitet 21 5.0. Konklusion 24 6.0. Kilder 25 Bilag 1 29 Kerneværdier i moderne og postmoderne virksomheder: et casestudie af L’Oréal og The Body Shop 1.0. Indledning 1.1. Introduktion, emnevalg og motivation Dette projekt omhandler kosmetikgiganten L’Oréals opkøb af den miljøbevidste kæde The Body Shop i 2006. Selvom begge organisationer er specialiseret indenfor pleje- og skønhedsprodukter, virkede opkøbet i manges øjne upassende, da The Body Shop repræsenterer og kæmper for miljømæssige emner, blandt andet afskaffelsen af dyreforsøg, hvorimod L’Oréal er kendt som en af de sidste kosmetikproducenter, der endnu ikke har afskaffet dyreforsøg (Pitman, 2006). På trods af de grundlæggende uoverensstemmelser mellem de to organisationers kerneværdier, er samarbejdet fortsat i næsten et årti, og formålet med dette projekt er at undersøge hvordan forbrugerne har reageret på opkøbet, og hvad der gør, at forbrugerne fortsat køber The Body Shop produkter til trods for, at de nu er ejet af en virksomhed med et modstridende kerneværdisæt. Projektet vil søge, at forklare kerneværdierne i både L’Oréal og The Body Shop ved hjælp af Ingleharts teori...
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...different markets…..5 5. Choose a targeting strategy for a selected L'Oreal’s product………………….6 6. Demonstrate how buyer behavior affects L’Oreal‘s marketing activities in two different buying situations……………………………………………….…….7 7. Propose new positioning for a selected L'Oreal’s product…………………….8 Part III Conclusion………………………………………………………….………10 Part Ⅳ Bibliography……………………………………………………...……….11 Introduction My report is written in the marketing mix of Kraft foods. What I must write is market Orientation and target market. L ' Oreal group is the nearly century-old history of the world's largest cosmetics company, is also one of the Fortune 500.at the same time also is for maximum visibility, the oldest one of the popular cosmetics brand, it mainly produces hair color hair, makeup and skin care products. I will then use 1) Explain the various elements of the marketing process. 2) Evaluate the benefits and costs of a marketing orientation for a selected organization. 3) Show macro and micro environment factors which influence marketing decisions. 4) Propose segmentation criteria to be used for products in different markets.5) Choose a targeting strategy for a selected L'Oreal’s product.6) Demonstrate how buyer behavior affects L’Oreal‘s marketing activities in two different buying situations.7) Propose new positioning for a selected L'Oreal’s product the seven knowledge point...
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...Patrick Davis Red Bull 11/1/2012 Executive Summary Red Bull makes a premium energy drink for students, drivers, clubbers, business people, and athletes around the world to revitalize their bodies and minds. Problem: Red Bull, the leader in the energy drink sector of the soft drinks market, has seen its market share drop from 75% in 1998 to 47% in 2005. For the first time in the young energy drink sector, competitors have developed a legitimate share of the market: Hansen Natural’s Monster with an18% share and Rock Star with a 16% share. What actions need to be taken in order for Red Bull to solidify its market leader position? Answer: Red Bull should create a line extension offering either a diet drink to appeal to the recent trend of health conscious consumers or a new flavor while also changing their price point to be more sensitive to the consumer. By doing this, it will allow Red Bull to fight its competition in a very similar fashion to how they began to lose their market share (competitive pricing and a variety of options). Rationale: Red Bull has the strongest brand awareness in the energy drink segment which provides instant credibility to any line extension they may come out with. Red Bull has the extensive distribution network to make sure the product reaches the consumer no matter where they are. Market trends are currently in Red Bull’s favor as they show the customer wants options; giving Red Bull the perfect opportunity to develop a new product. Red...
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...Opportunities 9 4. Marketing Objectives 9 5. Basic Marketing Strategy 10 5.1 Research 10 5.2 Target Market Identification 10 5.3 Positioning Strategy 11 5.4 Marketing Mix 11 5.4.1 Products 11 5.4.2 Price 12 5.4.3 Place / Dsitribution 12 5.4.4 Promotion 12 6. Co-branding 13 7. Competitive Advantage 13 8. Action Plan 15 9. Controls 17 1. Executive Summary Victoria’s Secret is one of, if not the most popular women’s lingerie and clothing store in the United States. They are known for their higher priced, sexy, and sometimes promiscuous clothing. Victoria’s Secret has come up with many different innovations after first opening their door, such as a make-up line, body care line, and PINK teenage line. Victoria's Secret is a globally recognized brand with its stunning models known as Runway Angels, and signature pink colour of choice for everything from logo to store décor. Founded in 1977 in San Francisco, Victoria's Secret has become a leader in the intimate apparel industry where a dazzling assortment of lingerie, beauty products, and loungewear can be purchased. The fashion shows, models, stores, and products are the favourites of men and women alike. Nonetheless, Victoria’s Secret stores could only be found throughout the U.S. until very recently with new introductions in Canada, Kuwait and the United Arab Emirates. Despite the on-going global economic recession, Victoria’s Secret is continuing with its growth strategy. The next logical step...
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...MKT-429: Chapter 2 CUSTOMER-BASED BRAND EQUITY Customer-based brand equity: Past experience-Marketing Activity- Word of Mouth The CBBE is formally defined as the differential effect that brand knowledge has on consumer response to the marketing of that brand. The Power of a brand lies in what resides in the mind of customers. ▪ Differential effect-How customer react about the name ▪ Brand knowledge-Consumer has learned, felt, seen and heard ▪ Consumer response to marketing-Recall, actions in sales promotion, evaluation of extensions Marketing advantages of strong brands (Figure 2.1) ▪ Greater loyalty ▪ Less vulnerability to competitive marketing actions ▪ Improved perceptions of product performance ▪ Less vulnerability to marketing crises ▪ Larger margins ▪ More inelastic consumer response to price increases ▪ More elastic consumer response to price decreases ▪ Greater trade cooperation and support ▪ Increased marketing communication effectiveness ▪ Possible licensing opportunities ▪ Additional brand extension opportunities Brand equity as a bridge: a) Brands as a reflection of the past: b) Brands as direction for the future: FIGURE 2-2 MAKING A BRAND STRONG: BRAND KNOWLEDGE Associative network memory model: The associative network memory model views memory as consisting of a network of nodes and connecting links ❑ Nodes represent stored information or concepts ❑ Links...
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...stretching and Line filling. In this industry, Mercedes-Benz lengthens its product line by using both line stretching and line filling. Since the early branding era, the branding strategies have changed throughout the time. Branding is, now-a-days, influencing the consumer buying behavior to a greater extent. As such manufacturers are now concentrating more on brand placement rather than product placement. They are developing brand loyalty in the minds of their customers in order to achieve high retention rate. Automobile companies can build up both product and corporate brand, but the recent trend is towards emphasizing on corporate branding. Previously it was thought that Branding is necessary from the sellers point of view to differentiate own products, but it has regarded as find out the desired product for consumer. Top automobile companies possess high brand equity which enables them to generate differential effect. Today, 9 automobile companies hold their position in the list of top 100 companies in terms of brand equity. Building a strong brand requires not only introducing the brand name but protecting it as well. Although brand...
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...Environment: providing an environment conducive to giving relaxing and professional service. * Convenience: offering clients a wide range of services in one setting, and extended business hours. * Reputation: reputation of the owner as providing superior personal service. Business Objectives * Going Hair aims to provide an affordable personal care service across gender and race in a time and environment where affordability is the most important factor, along with personal attention. The services may include any trade relating to wellness (e.g. slimming), beauty (ranges from skin/nail care to massaging and teeth whitening) * Expansion of the business through hairdressing or complementary trades in order to utilize the entire shop and not be vulnerable to a rent share position where parties joining and leaving cause disruption and constant change in the business set up, marketing and branding structure. Products and Services Going Hair is considered an upscale full-service hairdressing salon that offers a wide range of services that include cuts, relaxers, perms, colours, shampoo, and conditioning, curling, reconstructing, and waving. History The business owner, Yvonne who is a qualified hairdresser,...
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...over that last couple of years. Global Family businesses, In Riyadh to be specific, have become vastly recognized in the field of business and finance. We have chosen a company that has established a great form of management. BbThe company, like any strong successful business, has many strong and prestigious competitors, therefore, it focuses on every aspect of management and leadership. For the company to gain its respect, it has to develop a strong management plan, strategies., innovation, and mainly ethics. The United Food Industries Corporation Limited Company was set up in 1986 under the brand name of "Deemah" with the primary motivation behind assembling scone...
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...Chapter 8 – Developing a brand equity measurement and management system * Indirect approach: assess potential sources of CBBE by identifying and tracking consumers’ brand knowledge. * Direct approach: assess the actual impact of brand knowledge on consumer response to different aspects of the marketing program. * Brand equity measurement system: set of research procedures designed to provide marketers with timely, accurate, and actionable info about brands so they can make the best possible tactical decisions in the short run and strategic decisions in the long run. * New accountability- return of marketing investment. * Measuring the long-term value of marketing in terms of both its full short term and long-term impact on consumers is crucial for accurately assessing ROI. Brand Audits * Brand audit: a comprehensive examination of a brand to discover its sources of brand equity. Assesses the health of the brand, and suggests ways to improve and leverage its equity. * 2 steps in a brand audit: brand inventory and brand exploratory. * Marketing audit: comprehensive systematic, independent and periodic examination of a company’s marketing environment, objectives, strategies, and activities with a view of determining problem areas and opportunities and recommending a plan of action to improve the company’s marketing performance. * Brand inventory: provides a current profile of how all the products and services sold by a company are marketed...
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