ipl-logo

Marketing: A Case Study Of Sephora's Marketing Mix

1085 Words5 Pages

Diversification: Upstream integration with suppliers, Sephora exchanges data collected from their digital channels with their manufacturers for new products development.

Role of Sephora digital channels in company’s marketing mix
Product: Sephora has more than 250 brands with approximately 13,000 products which include skin care, makeup, bath, fragrance, beauty accessories, hair products as well as other beauty and body care products and each of these categories has various sub-categories (CNBC, 2017). The company's product offering is able to meet the diverse customers' needs. Even though most of the products sold by the company were manufactured by so many other brands, each of these brands have a different product concept which aligned …show more content…

For example, customers who wish to purchase a moderate price lipstick can get it at $8 from Tarte Vitamin, those who wish to spend a bit more can get it from LORAC at $9 and others who wish to spend higher can get it from Lancome at $35. Although prices are much more at Sephora customer are still willing to purchase from Sephora because the company has justified the greater cost through the provision of higher quality products. However, the internet has impacted the way in which brands’ products are priced as well as the way in which brands compete with each other nonetheless, Sephora’s digital channels do not play a role in the company’s pricing strategy as sephora.com price remain the same of all orders from different part of the world thus, the pricing part of the marketing mix did not change with company’s digital channel strategy (Rudolph …show more content…

The customers can as well upload their pictures and virtually try different products on their face and get advice on the best way to apply the products. The mobile application was downloaded by over 2.5 million customer and generated a traffic of approximately 75% as the company’s customers were converting and shopping making up to 167% orders over the year and due to that the company got 400,000 beauty insider signed up (issuu, 2017).

Therefore, a big number of the Sephora's promotional initiative is based online which help the company to reach their younger targeted audiences and to have a big impact on the customers that are not willing to place order online with confidence as well as infrequent customers to explore and try new products (Chen et’al. 2011). And hence, Sephora’s digital channels play an important role by serving as communication tools for the company to promote their products via different channels to in order to reach the targeted

Show More
Related
451 Words | 2 Pages

Customer Experiences The customer experiences at Ulta Beauty are a part of what keeps its customers coming back and, in a lot of cases, part of its Ultamate Rewards Program. These customer experiences can be seen in the comments and replies on Ulta Beauty’s social media accounts, but also in personal posts from customers, as well as in YouTube videos. Ulta Beauty recognizes this and has begun to reach out to some of the makeup and beauty “gurus” on YouTube and social media (see Figure 5). YouTube in particular has become a large platform for vloggers (video bloggers) to create content in the realm of hair and beauty.

Read More
494 Words | 2 Pages

Ulta Beauty’s stores and website both offer more than 20,000 products from over 500 brands, according to the company’s 2015 annual report (p. 2). Ulta Beauty also offers in-store salon services, something not typically offered by competing retail stores. In addition, the company has shown a deep commitment to its customers, 18 million of which the company claims are active members of its loyalty rewards program (Ulta Beauty, 2016 p.

Read More
493 Words | 2 Pages

Assessment of Future Performance Not only has Ulta Beauty shown remarkable growth in its industry, it shows potential for continued growth, both in comparison to its competition and itself. The company has plans for further fiscal growth and store expansion, as well as strategies to improve its current branding and marketing; the company also shows potential to accumulate and retain an increasing amount of new customers. Fiscal Growth In recent years, Ulta Beauty has been able to truly compete with other companies in the beauty industry. While it is impressive that Ulta Beauty is able to outperform its competition, it should also be noted the progress the company makes in relation to itself.

Read More
843 Words | 4 Pages

Ulta Beauty aims to be accessible and convenient to its customers across various markets. And finally, to invest in infrastructure to support their guest experience and growth and capture scale efficiencies. Ulta Beauty expects to continue growing its enterprise inventory capabilities so as to better anticipate and respond to their customers’ demands across all

Read More
745 Words | 3 Pages

The change in the way we purchase our goods has caused a need for a change in the way businesses advertise their products. Marketing to the Millennials by Suzy Menkes gives us a brief overview of the way businesses believe they should approach the issue of advertising to the wired world. With an enormous change in communication, companies and fashion brands have concluded the best method to reach the millennial generation is through the use of social media. As our people became more industrialized and we developed new methods of communication we have also developed new ways of purchasing our favorite items .These innovations caused a change in marketing throughout the years.

Read More
885 Words | 4 Pages

The activity of LVMH is mainly focused in luxury industry and its spectrum of products is divided into five generic fields: • Wines & Spirits • Fashion & Leather Goods • Perfumes & Cosmetics • Watches & Jewellery • Selective retailing According to the financial report of LVMH as of 2013, below are the revenues generated across the above mentioned fields. It can be observed that the Fashion and leather goods have consistently generated the maximum revenue for LVMH accounting to over 33%. Porters Five Forces Framework Fashion and leather goods have generated the most revenue for LVMH.

Read More
714 Words | 3 Pages

There is a trend where dermal filler clinics are reaching out to computer marketing companies to assist them with their marketing strategies. There are numerous reasons why people incorporate digital strategies in their campaigns. Here are some of them: • It has

Read More
1301 Words | 6 Pages

Consequently, Nike’s pricing is intended to be economical and competitive to the other sport gear retailers. The pricing is built upon many factors that have been taken into consideration before setting a selling price on the root of the high-class segment as target customers. Nike as a brand orders high premiums. Nike’s pricing strategy makes use of perpendicular amalgamation in pricing in which they target participants with different channel levels or take part in more than one type of channel level operations. This can govern costs and effect product

Read More
3178 Words | 13 Pages

Marketing communications are known as the most visible aspect of the marketing mix that helps to enhance the brand awarness of the company. In order to prosper in the long term, any company needs to develop an effective marketing campaign to maintain the interest of the existing customers as well as to attract the potential buyers (Cai & Huang, 2011). Mass marketing is highly effective tool to catch the attention of the million buyers, however it will not help to construct the relationships with them. Therefore, the more personal communications needed, such as direct marketing, to understand the consumer’s needs. However, the integration of communication tools helps to overcome both challenges, as the mix helps to create the brand awarness

Read More
767 Words | 4 Pages

Since pricing was strategic from the very beginning the fragrance soon became a symbol of status quo and a privilege of the upper class elite. Thus Chanel - for its aim was and is to be the brand of the most exclusive –has always used the high-price staregy . The high price strategy is maintained in accordance with the quality of the product: if something is pricey we tend to really believe that it is the best of quality available whether it’s true or false. Presently, the N˚5 fragrance is distributed in a still high but more available price as its revision of target audience includes the upper middle class. In Hungary, 100 ml of the fragrance is about 30 000 HUF what is about 100 Euro or 120 Dollars (Chanel, 2014).

Read More
1082 Words | 5 Pages

Introduction: IKEA is the biggest and famous brand in furniture in the world. IKEA refers to (Ingvar Kamprad Elmraryd Agunnaryd ). The company has grown dramatically after open the first showroom in 1953. IKEA was established by Kampard Ingvar, Swedish businessman, in 1943. The company started in a place that used to storing milk churns.

Read More
1497 Words | 6 Pages

6.1 Marketing Mix Marketing mix is a set of controllable marketing tactics used by business to promote their product and achieve its marketing objectives. (L. Lake, 15 June 2017) Marketing mix is also called the 4Ps which consist of Promotion, Place, Product and Price. (M. J. Baker, 2001, p.54) 6.1.1 Product

Read More
917 Words | 4 Pages

Strategic marketing is a broad and practical subject which included the concept of marketing subjects of previous semesters such as business marketing. The study of this subject has contributed to marketing knowledge in many ways, as well as it has strengthened my skills in application of marketing concepts. My knowledge was increased that I was able to develop a complete strategic marketing plan of not only on the part of marketing analysis or strategy of a product or service, but also the whole corporate plan. My skills and capabilities that were developed and integrated during lectures and tutorials include the analytical skills, coordination skills, presentation skills, organization skills, etc.

Read More
996 Words | 4 Pages

Causes According to Amin & Noor (2013), the E-consumers generally refer to the purchaser of goods and services over electronic systems such as Internet and other computer networks. This new group of consumers is increasing in number over the years as on-line shopping become a trend and manifestation of modern life style. Based from the Paynter & Lim (2001), E-commerce would provide consumers with benefits such as interactive communications, fast delivery, and more customization that would only be available for consumers through online shopping. Product information in the Internet is more compact and it ranges from various sites.

Read More
2323 Words | 10 Pages

Pizza Hut was established by Dan and Frank Carney in Wichita, Kansas, USA in the year 1958. Pizza Hut Inc. is one of the prevalent pizza companies worldwide. It was a subsidiary of Pepsi Co Inc. from the year 1977 – 1997. It is a wholly owned subsidiary of YUM! Brands since 1997 to present.

Read More

More about Marketing: A Case Study Of Sephora's Marketing Mix

Related Topics

Open Document