Marketing Mix for Lush

1384 words 6 pages
Recommending a Marketing Mix for an Organic Cosmetics Brand
(Final Draft)

Student´s Name: Ana Pichardo
Teacher: Ileana Bauche
Due Date: April 23, 2013
Word Count: approximately 1700 words

Executive Summary

In this research two well-designed marketing mixes were made, aiming to improve an already existing organic products cosmetics brand named “LUSH®” as well as accommodating its features to the demands of the target market. One of the marketing mixes being directed for physical shops and the other one for an E-Store. Two business people were interviewed to gain information about strategies and day-to-day goals in small brands as such. Elena Torre, cosmetician and owner of “Saint Germaine”, a Natural Cosmetics brand, was one of the
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The Body Shop® SWOT Analysis
Strengths
* Unique products, environmental friendly retailer
* L’Oreal’s advertisements and marketing increase sale
* Enhances its image in local society
* Target market with ethical issue

Weaknesses
* Lack of product advertisement
* Expensive for a certain range of the market Opportunities
* Take advantage of L’Oreal’s Research and Development department to create and improve their own products.

Threats
* Many new competing brands wanting to go “green”.
* Chemical legislation
* No environmental certification

Findings
The key competitor for “LUSH®” is the popular American brand The Body Shop®, which is one of the brands to be soon passed through the USDA policy for its use of almost 100% organic and natural ingredients in their products (The Body Shop, 2013 online); but there has been some accusation attempts of chemical legislation. Two key main points in its marketing mix are its overseas market and the brand’s existing grounds in America, Asia and Europe. In 2009 and then again in 2012, The Body Shop® entered to the Tokyo and Harajuku cosmetics conventions, introducing their 100% natural kale products (a special edition collection of products sold only in Japan), which threw them into the

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