Sephora Case Study
Positioning: Sephora is the largest prestige beauty specialty retailer in the world.
Target Market: 25-35 year old women.
Tagline: The beauty authority
4 P’S OF MARKETING
Products: 288 brands, representing over 20,000 products, ranging from prestige brands such as Lancome, Clinique, Urban Decay and Too Faced. Also carried a host of private label products in every category.
Pricing: Pricing is often identical to that of department stores.
Place: 1000 stores in 23 countries, out of which 450 are in U.S and Canada. In America, it has a retail presence in 36 states. Throughout U.S, Majority of the stores are in metropolitan areas and shopping malls. In 2006, Sephora entered into a …show more content…
* Whether they should further scale back circulation of catalogs or shorten the length of catalogs?
RECOMMENDATIONS * Sephora Direct should use the metrics listed below to evaluate their ROI on social media and mobile initiatives.
1. Campaign Visits 2. Number of Registration/ Subscriptions to Beauty Insider and Beauty talk 3. Number of shares. (Posts on Sephora’s Facebook page and Twitter) 4. Analyze in-stores sales linked to promotions on social media.
* To cope up with the problem of same queries at multiple platforms, they should go for online chat option in their website. It will help them a lot because some people are very shy to ask questions on public platforms; it will be much easier for those customers to get the expert opinion and they will also get individual attention.
* They should look for a way to directly integrate user-generated videos to their official Youtube channel so that they can have the constant flow of videos without even spending a lot of money on making new videos very often. But in addition to UGC videos they must continue making videos at least 1 or 2 per month to get connected with their audience. They should work on making videos related to current trends because every woman is in search of current trends and in that