Essay about Case Report Section D Group 11

Dr. Bronner’s Magic Soap, the number one selling organic soap in North America has expanded into twenty-nine different countries. However, an expansion into Tanzania would be the first movement into a country in Africa for the family owned business. There is great complexity in expanding into a new country, but certainly when it is a new continent. After analyzing the company and the product in the first installment, I will be now evaluating the country and the industry using a Porter’s five forces analysis and PESTLE analysis.

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.

Second recommendation is to collaborate with other brands. In order to increase sales and expand not only premium market, but also mass market without undermining brand value, there are two options to target different consumers. One is to collaborate with Superdry, which is a young and fashionable brand with great reputation. Consumers are able to smell the partner perfume in Superdry’s shop and make purchase if they are interested in. Another is to collaborate with five-star hotels. There are many kinds of bath

The product needs to be able to meet the specific and existing market demand or it should be able to create the private market through building a strong brand. Lifebuoy is the world's largest selling soap and offers a strong health benefit to the family. Targeting the specific country such as srilanka where the brand lifebuoy with its brick red soap, with its perfume and popular jingle have carried the lifebuoy message of health across the country which makes the lifebuoy, largest selling soap. Lifebuoy was relaunched in the 2002 with the new mix includes the formulation and a repositioning of the brand to make it more relevant to both new and existing customer. Mew lifebuoy offers the protection against the germs, which can cause stomach infection, eye infection and infection in cuts and bruises. The new mixed formulation offers the significantly superior bathing experience. The new formulation, new health perfume and superior skin feel along with the popular red colour, have now registered conclusive and clear preference among the existing and new

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.

Aesop is one of the Australia’s success stories in the competitive world of retailing. Dennis Paphitis established this first luxury beauty and skincare brand in 1987 in Melbourne, Australia. The purpose behind establishment of this luxury brand was to create superlative products for the skin, hair and body (Aesop: the stuff of Fables, 2012). Aesop specializes in making greatest anti-oxidant products using both plant-based and laboratory-made ingredients of the highest quality and proven efficacy. Aesop is a product-based company and regularly launches new products for skin, hair, and body in response to genuine needs expressed by its customers.

Dr. Bronner's has a simple product with a complex label. However, the simple product is predictable, reliable and you can use it for many things! It is very simple and suddenly, when I purchase the soap, I have many powers. Luckily, the label looks more like wall paper, because it has so much writing, that I don't read it all until I get home. The important parts of the label are clear and simple, however, “All in

This company was founded by Dennis Paphitis, an ex hairdresser, and established in 1987 in Melbourne, Australia. The company values all human endeavors that absolutely nails 5 senses elements i.e. sight, touch, hearing, touch and smell. Since the company is a product based one, it pays an extra ordinary attention to each of their products and all their products are largely botanical with lots of anti-oxidant rich parsley seed extract. Aēsop is not influenced by the trends and doesn’t come up with a new product on the basis of needing a new launch or to compete with the competitors. Aēsop is redefined as a luxury brand and has become an inimitable global player. It offers more than 150 retail SKUs and the best care for skin, hair, and body along with home range products of finest quality. One of their best thing is, it doesn’t talks about anti-aging but about the HEALTH!

This report is intended to innovate and improve the product line of bath bombs from the cosmetics’ company Lush, as illustrated in Figure 1. Lush Bath Bombs are a product majorly used by young women, however, the consumer base is largely growing. Bath bombs are intended to provide a relaxing, explosion of colours and scents bathing experience (lushusa.com). Mark Constantine and Mo Constantine founded the company Lush in 1994 at Poole, England. However, in 1995, Lush got it’s named through a competition (lushsg.com/singapore). Since then it has been, indorsing its ethical and natural handmade ingredients.

IBIS World (2010). Cosmetic and Toiletry Retailing in Australia, Melbourne: Arna Richardson, Exporter Guild, Australian, Organic Market, P11(ix), April 2011

• 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.

The brand techniques simulation is based on a cosmetic company that is expanding a new brand. The company that the brand technique based on is Ca 'Shara. Ca 'Shara develops and markets products for skin care, hair care, and makeup. Ca 'Shara has a long history of being an establish brand and is known for its quality products. Based in Cincinnati Ca 'Shara is ranked third best in regards to revenue. As the company expands as a whole with a rise in popularity; management has decided to extend its range of products that would include a five thousand-year-old holistic health care system that originated from India. This health care service is called Ayurveda.

In 2010, with Lotus & Bamboo soap bar was introduced by Mary Kay in India, May Kay was approved a customized product for a specific country or region market for the first time. Moreover, the branded and packaged Indian care category of Mary Kay was growing up and expanding its product to attract more potential customers. Mary Kay brand has been developing massive products in India until 2010 with lower price compared with past several years. By late 2010, there were more independent beauty consultants in more regions

Neutrogena uses a slow, more expensive manufacturing process to mold its fragile soap. In choosing this position, Neutrogena said no to the deodorants and skin softeners that many customers desire in their soap. It gave up the large-volume potential of selling through supermarkets and using price promotions. It sacrificed manufacturing efficiencies to achieve the soap’s desired attributes. (trade-offs that protected the company from imitators)

Dove was developed in the United States as a non-irritating skin cleaner for pre-treatment use on burns and wounds during World War II. In 1957, Dove bar reformulated as a beauty soap bar. In 1970s, the company launched promotional campaign for shop’s mildness as found in the study that Dove to be milder than 17 leading bar soaps. Through the years, Dove has expanded its product line to body wash, facial cleansers, moisturizers, deodorants and hair care products. In 2005, Unilever’s Dove product line revenue reached $3 billion. However, even though these events make Dove appear as a flawless brand, both Dove’s sales and market share were dwindling and the competition remains on the rise. Thus, under the management of