4 Ps on Kiehls Product

7. Marketing Strategy

|Marketing Mix |Biotherm |Kiehl’s |
|Product |Innovation is how individual and group perceived |Kiehl’s had differentiated itself from the |
| |changes made prior to a particular product. |rest of men’s facial care by their nature |
| |The product positioning of the chosen product is based |extracts such as lemon extracts and choice of |
| |on the product’s effectiveness o the individuals and |ingredients in the facial care. Similarly, |
| |groups. Nonetheless, the branding itself had created |Kiehl’s is experiencing the same innovation |
| |fashionable image to the public. The product chosen had|category as Biotherm when modest change are |
| |been categorised as dynamically innovation whereby |needed for product enhacement. |
| |modest changes are required. This is so especially in | |
| |cosmetic industry as all the brands are constantly |Branding: Kiehl’s around has been around |
| |improving on their existing products so as to |since 1851, this new york brand has been a |
| |distinguish themselves from the rest of the |household name to americans since their first |
| |competitors. Thus, it explains the need for innovation |store in new york. They have been brand as a |
| |on products. |lifestyle brand, not just mainstream. The |
| | |attraction of Keihl’s has always been very |
|