lush marketing report
Introduction
Established in 1995, LUSH is dedicated to making fresh, organic toiletries that provide an ethical alternative to traditional methods of cosmetics production. The organization emphasizes handmade, organic products that use natural ingredients sourced in an ethical manner. LUSH has demonstrated its success, increasing the company’s turnover ten-fold within the last 10 years, culminating in a turnover of £326mm in 2012(http://www.ft.com/cms/s/0/5f418594-041c-11e2-9675-00144feabdc0.html#axzz2jfp2LUpW(not work)). There are many ways in which LUSH has capitalized on their market position, foremost being their vibrant brand personality, unique product range, and customer oriented approach to marketing. However, there are further potential marketing strategies that can be considered in order to maintain and even enhance LUSH’s brand. This report will examine LUSH’s critical success factors within the UK, before providing a 3 year marketing strategy in order to continue the growth of the brand, both locally and internationally.
Critical Success Factors
Consumer-Based Brand Equity (CBBE) is fundamental to LUSH’s marketing strategy. The marketing concept, which consists of brand awareness and image, has been successfully utilized by LUSH throughout its short history. Formally introduced as a marketing concept in 1993, CBBE focuses on the consumer’s perception of a brand’s value, rather than a brand value based on tangible assets. A positive CBBE will result in a preferable consumer reaction to the organization’s marketing mix (Keller, 1993). Through its products and brand positioning, LUSH has built a strong brand equity that can assist in capturing and retaining customers whilst providing positive brand reflection.
Products LUSH has an extensive product portfolio with hundreds of products in their cosmetics line (LUSH.co.uk, 2013). With their large range it is important to introduce new products at regular intervals in order to stimulate
Established in 1995, LUSH is dedicated to making fresh, organic toiletries that provide an ethical alternative to traditional methods of cosmetics production. The organization emphasizes handmade, organic products that use natural ingredients sourced in an ethical manner. LUSH has demonstrated its success, increasing the company’s turnover ten-fold within the last 10 years, culminating in a turnover of £326mm in 2012(http://www.ft.com/cms/s/0/5f418594-041c-11e2-9675-00144feabdc0.html#axzz2jfp2LUpW(not work)). There are many ways in which LUSH has capitalized on their market position, foremost being their vibrant brand personality, unique product range, and customer oriented approach to marketing. However, there are further potential marketing strategies that can be considered in order to maintain and even enhance LUSH’s brand. This report will examine LUSH’s critical success factors within the UK, before providing a 3 year marketing strategy in order to continue the growth of the brand, both locally and internationally.
Critical Success Factors
Consumer-Based Brand Equity (CBBE) is fundamental to LUSH’s marketing strategy. The marketing concept, which consists of brand awareness and image, has been successfully utilized by LUSH throughout its short history. Formally introduced as a marketing concept in 1993, CBBE focuses on the consumer’s perception of a brand’s value, rather than a brand value based on tangible assets. A positive CBBE will result in a preferable consumer reaction to the organization’s marketing mix (Keller, 1993). Through its products and brand positioning, LUSH has built a strong brand equity that can assist in capturing and retaining customers whilst providing positive brand reflection.
Products LUSH has an extensive product portfolio with hundreds of products in their cosmetics line (LUSH.co.uk, 2013). With their large range it is important to introduce new products at regular intervals in order to stimulate
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