rich case analysis essay

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Advertising and marketing

Just how LUSH produces value.

“The whole stage of Lush is that it should be fun to get our clients and fun for us, while at the same time offering original products basically and give value for money “Our purpose is to supply the freshest products in the good cosmetics.  “Create cosmetics that provide fun to people’s homes LUSH


Lush cosmetics is a global company, with over five-hundred locations in 38 countries. Retail stores in lots of major metropolitan markets and a worldwide email order business.

It’s marketplace is mostly city centers and tourist locations. Climate is not a main consideration.


The age spectrum of Rich cosmetics is usually the 18 years of age and above marketplace. Consumers include both familiarity with environmental and sustainability issues as a part of the customer’s benefit set. The price point and store area are most in sophisticated retail region and a part of their web marketing strategy, to place in the luxury merchandise sector.

Gender: Clients are likely to be mainly female.

Family Size: Varies

Family Your life Cycle: Small, urban dwellers, single or perhaps married, kids or not

Income: Central income to higher income amounts

Occupation: Differs

Education: Differs. Consumers know about environmental, durability, animal legal rights issues. This knowledge is found across the spectrum, although, more educated people tend to have a much more detailed understanding. Higher informed people may possibly have more throw-away income to get higher end niche products.

Religious beliefs: Not relevant

Ethnic beginning: Not relevant

Generation: Era X, Sumado a, and Seniors.


Social: Middle to upper classes.

Lifestyle: Achievers, strivers and survivors

Character: Thoughtful regarding purchases, not really compulsive


Occasions: Typically regular celebration (daily use); but there are special occasion items in the Rich cosmetics line. For example , Christmas products, Easter, halloween.

Benefits: A quality, nonchemical, ethical product (not examined on animals)

Higher level of services in store (cut soap to order, encapsulate onsite), on hand explanation of goods. Salespeople at LUSH must give at least five product presentations throughout a prospective customers instore go to.

User Status: Regular users, with a growing emphasis for brand spanking new users (number of retailers had expanded rapidly only in a decade in business)

User costs: Heavy end user (LUSHIES)

Dedication status: Medium to solid

Readiness Stage: Informed and interested

Frame of mind toward product: Positive, in some cases enthusiastic

Key Benefit:

“Lush is about passion and iconoclasm: passionate pertaining to natural items, fresh hand made cosmetics, seductive perfumes, growth and revenue ” and iconoclastic about everything else.  ” Angus Jenkinson ” passion pertaining to fresh and handmade products

” offbeat, differential

” fun natural wholesome ingredients focus on DELICIOUS ENTERTAINMENT

” to help the customer to find a product that does the job that says (intended task effectively)

” dedication to “delight buyers

” humour

” fun pertaining to the customers and fun for us

” cheeky brand

” authentic brand

” personalized

” desirable value

” knowledge

” unconventional goods that are all-natural, homemade and unique searching and a fantastic experience

” wholeness and innovation (customers really are a part of the operation)

” fun, strange, natural, useful to you

” helps bring about natural healthful ingredients

Real Product:

” variety of goods in skin care, bath and body care, off-beat gift ideas

Name brand:

RICH: evocative name

” Cheeky, authentic, fun manufacturer

” Stores distinct smell wafts outside retailers into the street, providing lavish with a specific way of marketing which is acknowledged as a part of the lush brand.

” ‘scent story’ branding

” Fun appearing names because of its products (Sex Bomb, The top Calm)

” Quality, nature and fun: life blood of lush and what lush symbolizes ” Customers are happy together with the brand encounter

” LUSH had a customer competition to come up with its name, very close to its consumer bottom (Elizabeth Bennet from Edinburg thought of the name) ” Stores aren’t franchised in order that the LUSH strategy is backed and taken care of.

Quality level:

” handmade

” natural organic elements

” 70% items no chemical preservatives

” Produced in Plantation kitchens

” Goods are created and made, based on Mo’s own likes and choices as well as the manufacturers. ” Expirary dates in products which in turn endorses the brands “freshness and superior quality

” Some products need to be retained cold in fridge

” Fresh ingredients = well being trend. More consumers are turning out to be concerned with living a balanced lifestyle which encorporates much more than healthy ingesting and workout (what you put on your confront is also a large deal)

” Rich customer base that is more informed about quality and variety

” Fair control ingredients, and also packaging

” Does not test on family pets



” minimal product packaging to non-e at all

” shampoos deodorants in solid pub form

” cleansers in fat proof paper

” bubble pubs, ballistics simply no packaging by any means

” 100% recyclable paper luggage to take home items

” All natural products will be color coded

” Recycled cardboard packages

” Nominal packaging isn’t just green in addition, it provides retail store with distinct smell

” Fat free popcorn as a completing for its mail orders, crumpled recycled paper


” colors, shapes, sizes and aromas of the items, products can sometimes always be mistaken because edible (bread, stacks of fruit) ” names of goods very non-traditional “Buffy the backside slayer skin conditioner, “Demon in the Dark cleaning soap, ” formed like enormous cakes / loaves of bread; listed by fat ” self-professed “cosmetics grocer

” shows like a fruits stand “I’ve always liked the way fruit and vegetables are displayed in a food store ” Constantine ” products at times start only as terms suggested by the customer (swoosh, smitten) ” INSTORE SCREEN: old fashioned grocer, beauty deli, product lists on chalkboards (small nook store grocer feel) ” Mimics goods of tiny independent suppliers (craft sale) ” Suppliers name is on luxurious products: brand as well their cartoon face (homemade quality) ” “walk around its remarkable stores th¦.. 


” progressive products (bath bombs etc)

” superior customer care

” LUSH educates customers means use their products

” product range- single eatable (bath bombs) to total skin care lines

” staff encouraged to lead ideas and inspiration from all sorts of unusual places (music lyrics, movies)

” retail can be distinct, delicatessent

” The distinct LUXURIOUS smell is an mental connector having its consumers “

retro lush: pick from a list of cheaper products types customers would want to see remade (encourages company loyalty) ” shop is a blend of perfumes, bright shades, shapes, funny names, smiley faces and helpful persons. (delight/in shop experience to look there) Augmented Product:

” fresh 100 % natural ingredients

” freshly made cosmetics

” no animal screening policy

” green packaging

” healthy products

” useful and friendly staff

” attractive store structure and ambience

” product features

” product lines to get vegans

” charity pots

” lushopedia

” Free Expedited Parcel delivery on instructions of $75 and Free Xpress Content shipping upon orders of $90* ” LUSH desires you to be happy with your order. If you would like to return or exchange a mobile phone or net order, make sure you call Customer Care toll-free to obtain a return documentation and obtain further recommendations ” You should return products in their original packaging and can include a copy with the packing slide. You can returning items about 45 times after the particular date we delivered your order. Shipping charges are not generally refundable. ” online evaluations of products issues site

” forum to get lushies

” site is very charming, eclectic

” information concerning reducing your carbon dioxide footprint/ using a green bathroom

” personal speak to (not automated phone services)

~ Core profit VS just how LUSH produces superior benefit

PRICE Buyer Cost:

” priced below companies such as the body shop

” more than local competitors and supermarkets

” usually priced simply by weight

” “fair

” Honesty: probably the most important values in lush. Fair prices for absolutely free themes are well balanced by a reasonable profit margin for the corporation. Cost plus basis? (Adding a standard tag up to the expense of the product) Value costed method? (Setting a price depending on buyers awareness of value rather than on the seller’s costs)

PLACE Convenience

” multi channel technique

” chain of stores

” postal mail order (cross selling)

” on-line

” Constantines eyesight was to possess 1000 luxurious stores worldwide by 2008

” store spots: Very choosy about sites

” product ranges vary on hand and snail mail order

” situated in prime areas (e. g. In Edmonton one location in Western world Edmonton Shopping mall the various other on Whyte Ave)

” posh localities, up coming to high-end stores, makes a premium graphic ” top quality shopping areas, next door to boutiques and jewellery retailers.

” Lush can then be noticed by simply less price-sensitive and sophisticated clientele and associated with extravagance



Lush means green, riche and agricultural.

Their insurance plan against animal testing manufactured lush even more prominent inside the consumers head.

It is strong brand, which will attract people around the globe.

It does not make use of raw materials that have been tested upon animals.

It is an example of great customer service and experince.

On-line delivery is another strength intended for the company to serve them the best they will and generate more revenue.

Lush does not have a fixed market subdivision; they will attract their particular customer with superior marketing offers. Word-of mouth is indeed one of the most powerful marketing communication channels.

Luxurious communicates with the help of their products.

Rich uses the internet for interacting and marketing.

Lush features making items with fruitfresh vegetables and fresh vegetables and without make use of or restricting the use of virtually any harmful merchandise or component.

Lush always has the quantitative ingredient list (label) beyond the product (usually on a chalkboard beside the product).

Lush images their own product labels and produces their certain fragrances.

Luxurious fragrances encourage people to acquire their products.

Rich has a high quality image, which will encourages clients of the product value and promotes revenue as well.

Charity campaigns showcase a sense of community to consumers.

The Lush web page has a weblog which gives a chance to both consumers and company to communicate with each other.

Lush constantly provides a friendly atmosphere to its consumers and its presentation promotes a normal environment.

Lavish has some of the freshest makeup in history.

Reasonable prices can be are well balanced by fair profit perimeter for the organisation”.

Lavish stores are located at high lease places so these locations helps to advertise lush company and encourages the brands luxurious status.

Lush is usually not as big of an concern but still this effect a few times.

Many people buy makeup or soaps to give being a gift nevertheless lush packaging is not so attractive.

Substantial prices of goods that are premium are not affordable for reduced class.

Many people simply cannot buy products because they are located in certain places, not convenient to buy and less distribution outlets.

Real products always has the issue of keeping them in fridge, so this always makes people sometimes hesitant before buying. Options


The word’s developing and continued passion intended for fresh and healthy items for the skin and body is the opportunity for a lush to sell products.

Folks are passionate about lush products and fragrances. Every lavish idea is coherent and aligned with the passion.

Lavish cosmetics and WSPA relationship to help decreasing in numbers organ-utans could help people to offer more favour.

Almost all people make use of handmade creams, cosmetics and soaps.

Raising rate of store quantities is also a chance.

Economic recession can be described as big threat for all corporations including luxurious. Other rivals like INDICATE and AVON are also in a way of success. Body shop is also a huge challenge intended for lush. Although the Body Shop have bigger prices than LUSH individuals are crazy about this and want to purchase the body system shop’s goods.

Social Responsibility

Product: Client’s satisfaction and company’s allegiance with clients The major tenant of Rich is interpersonal responsibility, with products that are designed to attract not merely loyal foundation of customers however in many cases appeal to new customers by utilizing it’s movements as a catapult to create hype on new products. They are passionate about the environment and promote promotions that encourage eco-friendly behavior(for example their stopped use of oil from palm in their equipments while they seen the market being corrupt. ). They give attention to producing, totally vegetarian (and over 70% vegan) products for bathtub, hair and body which can be fresh, made out of natural ingredients, certainly not tested on animals and minimally packaged (widely known as the “naked advertising campaign, where the organization targeted on employing post-consumer recycled paper, recyclable and biodegradable products whenever possible, if they can get rid of the product packaging at all. ) Lush factories receive refreshing produce each day, in quite similar way while restaurants continually receive new produce, and employ it to manufacture products straight away.

With care and passion, Lush gives value that matters to their buyers on a socially conscious level for example , by making use of fresh, natural ingredients in their products therefore offering a specialized product, by promoting a no creature testing plan, environmentally friendly packaging, healthy goods; and performing as a voice of demonstration, usually causing interest in the corporation itself to their own benefit. Although Lavish foucuses this energy on remaining “all natural producing over 300 different goods that are generally approximately 2 to 3 are unpreserved ingredients. Rich touts that preservatives will be poisonous naturally. They also focus on using little amounts of normal water because water products made up of water require preservative as a result of bacteria potential of the environment.

So whilst Lush won’t commit to being completely organic (which could severely lower into “best before dates on products) they do make an effort to stay while close as is possible by holding the insurance plan that items may only have two kinds of preservatives; methylparaben and propylparaben, and even they are ingredients that had been proven secure and have been employed in cosmetics and skin care over 60 years. Using more and stronger synthetics would not advantage the skin. Unlike other cosmeticproducts, that do not really advertise if the product was made, meaning could possibly be anywhere up to 3 years outdated, Lush only sell their preserved goods for up to four months after they’re made out of the lengthiest total shelf being approximately 14 months.

Price: Cost consistency and variation

Rich offers user’s good value even though the company still making the profit. Regarding 65% with their products sell off under $10. Their most popular cleansing soap brand provides between $4 dollars to $6 us dollars. They are famous as beauty company of a less-priced delicate, sophisticated consumer, and associated with luxury.

Generally, Lush items have generally priced significantly less compared to various other cosmetic companies like Body Shop yet more than the selling price of neighborhood competitors and supermarkets. Many of their products like variation of detergent and have diverse designs, it is priced by simply weight, not per item or item. It is also a much more for more manufacturer product line. The product give high quality, and provides prestige towards the buyer. The cost difference is greater than the actual increase in top quality.

Place: Diverse outlets releasing, less delivery charges, and free a few extent Lush are now trading 43 countries around the world. There are more 1, 000 shops globally within just ten years in corporate. Lush manufactured a multi- channel strategy. They leaped a email order operation and marketed its item online. With a wide range of items, they applied a email order catalogue for cross-selling products for their existing consumer. Most of Lavish stores are located in primary areas and they are very particular with their location. They select location that may be in the large end-business/ searching area. Advertising: Proper advertising and marketing and good products

Luxurious has no marketing department and in addition they do not need 1. Word-of-mouth is among the most powerful marketing communications of their channel. In Lush, everyone is a marketer and everything communicates. The companies advertise little through media including TV. They advertise through its products, persons, website, and mail.

Lavish is very socially responsible firm with their consumers they serve for example; canada alone, they support ten charities:

1) Earthroots-Lush helped with the pond Algonquin Working legal fees. The Ogoki forest in remote Northwestern Ontario is home to the threatened Woodland Caribou.

2) Sea Shepherd- Lush helped in initiatives to end the Canadian Commercial seal look. Sea Shepherd has been at the forefront of depending seal off pups against a challenging and mindless government subsidized slaughter for more than thirty years.

3) The Worldwide Fund pertaining to Animal Welfare (IFAW)-Provided cash towards safeguard on polar bear trophy hunting. Campobello whale hunting and ocean rescue. Committed to improving welfare of outrageous and home-based animals by simply reducing business exploitation, protecting wildlife g?te, and aiding animals in distress.

4) 4 Feet Ability-Sponsored a dog’s schooling, so it could be placed using a young child. A mission to enrich the lives of people with disabilities by the training and placement of assistance dogs to supply individuals with lasting love and enhance independent living.

5) Take the rainbow-Help provide equipment to impaired children, it develops integrated opportunities that enrich the lives of youngsters and youngsters with problems, their families, plus the communities by which they belong.

6) Destitute Garden Project-provides job teaching and transitional employment to the people who happen to be homeless in Sta. Cruceta County.

7) SARS-The Small Animal Recovery Society of B. C. is determined group of volunteers dedicated to the rescue, rehab of homeless or unnecessary small animals throughout the province.

8) Peculiar Squad Creation Society-sponsoring a documentary in gangs and guns documented and college education plan.

9) Camp Summit-aided in sending doze under privileged campers to camp-Squamish BC.

10) Camp Goodtimes (Canadian Cancer Society)-is summer camp plan directed at featuring camping activities for kids, teenagers, and families living with cancer.

Lush needs a consultant-based approach to sell goods; their co-workers are expected to give each client at least five product demonstrations every visit. Fortunately they are asking clients about the skin and hair type so that they can advise the right product and to provide a very great experience to get the customer. Luxurious has developed more interactive structure for their consumer and have a free assessment of their skin.


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