In order to maintain and enhance LUSH's brand, the company has capitalized on their market position through various strategies. These strategies include their vibrant brand personality, unique product range, and customer-oriented approach to marketing. However, there are additional marketing strategies that can be considered to continue the growth of the brand, both locally and internationally.
This report will examine LUSH's critical success factors within the UK and provide a 3-year marketing strategy. A fundamental aspect of LUSH's marketing strategy is Consumer-Based Brand Equity (CUBE). CUBE focuses on the consumer's perception of a brand's value rather than tangible assets. Since its introduction as a marketing concept in 1993, LUSH has successfully utilized CUBE to build brand awareness and image. A positive CUBE results in a preferable consumer reaction to the organization's marketing mix. LUSH has built a strong brand equity through its products a
...nd brand positioning, which assists in capturing and retaining customers while providing a positive brand reflection.
LUSH's product portfolio is extensive, with hundreds of products in their cosmetics line.LUSH takes advantage of their wide range of products by regularly introducing new ones to stimulate sales and remove unsuccessful ones. They also sell previously popular products on their online store, increasing turnover without further innovation. Limited edition products are released during seasonal periods, creating a sense of uniqueness and driving increased sales. LUSH's handmade products differentiate them from competitors, particularly their iconic "Bath Bomb" and "Bubble Bar" ranges. This combination of innovation and hand craftsmanship provides customers with a personal experience that aligns with the brand's consumer mentality.LUSH has always adhered to its mission statement of making fresh, organic, handmade products. This commitment is reflecte
in their brand values, including their stance against animal testing and their use of ingredients from like-minded companies. LUSH has received recognition for their environmental efforts and actively engages in ethical campaigns for animal and environmental rights. These actions contribute to LUSH's strong corporate identity, which allows them to appeal to a growing segment of the market. One limitation in the cosmetics industry is the lack of trust in 'organic' and 'natural' labels. However, LUSH's transparent and organic range helps to build consumer trust despite this skepticism. The company's brand personality is described as organic, fresh, vibrant, and fun.(Answer) Unlike other cosmetics companies that typically focus on beauty and luxury, this brand personality stands out.
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