Analysis of Sephora Direct MAR 6815 December 4‚ 2013 Problem Statement The main issue with Sephora Direct is that Julie Bornstein‚ Senior Vice President of Sephora Direct‚ wants to double the budget for social media‚ video‚ and mobile in 2011. For the funding to be doubled‚ Bornstein must first convince David Suliteanu‚ President and CEO of Sephora USA. To convince Suliteanu‚ Bornstein’s team must identify what the company could gain from “winning” in the social media‚ video
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About Sephora Sephora is known to the world as a “visionary beauty-retail concept”. The woman Dominique Mandonnaud originally founded the well-known company in France during the year 1970. The company is said to be a unique “open-sell environment” that showcases a large amount of brands ranging from well-known classics to new and upcoming brands. The store offers a large range of product categories as well. These range from skincare‚ color‚ fragrance‚ body‚ smilecare‚ haircare‚ and also Sephora’s
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Sephora company research paper Company overview Sephora is a French brand and the biggest cosmetics retailer in the world. In 1969‚ Dominique Mandonnaud built the first Sephora store in French Limoges. He chose an open-sell environment to sell his cosmetics. In his store‚ customers could experience a totally different shopping journey like visiting and exploring a beautiful cosmetics free land. His special selling model was very popular in that time‚ and then he opened couple of chain stores. Until
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SEPHORA SUPPLY CHAIN QUESTIONNAIRE Contributors_________Brian Bowlan_________________________________________ 1. What is Sephora’s marketing strategy? How are they unique versus other retailers that sell beauty products? They started by stocking up and coming/new unestablished products. Now they have established brands‚ they are looking for a well balance between brands (traditional and indie)‚ so that customers can find whatever they are looking for. 2. What type of distribution does Sephora
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Sephora is the leading retail beauty chain in Europe and the United States. Founded in Paris‚ France in 1969‚ Sephora was acquired by Moet Hennessy Louis Vuitton (LVMH) in 1997. It has expanded to the United States‚ China‚ Italy‚ Czech Republic‚ Poland‚ Greece‚ Spain and Canada with its North American operates based in San Francisco‚ CA. Sephora operates approximately 515 stores in 14 countries worldwide and continues to expand. The products range from make-up‚ skincare‚ fragrance‚ bath & body
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Case Analysis: Sephora Direct: Investing in Social Media‚ Video and Mobile Track 1 – Due 2/19 Yubin Kwon / Barret England/ Tuesday 4:30PM Company Background/ History and Growth Started as a single perfume shop in France by Dominique Mandonnaud in 1969‚ Sephora was designed for customer to assist themselves with multiple brand products as Mandonnaud rebranded his combined set of stores. Mandonnaud expanded the chain throughout France and acquired 8% of total French retail perfume market and
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Sephora Direct 1. Assuming she receives the additional funding‚ how should Bornstein allocate her budget across the various digital categories? Given that the additional funding requested must be shifted from Sephora’s other marketing spending‚ where would you propose to cut? Why? According to 2010 data‚ 45% of Sephora’s media spending is in retail marketing that includes catalogs‚ store animations and print followed by 35% in Online marketing that includes search‚ affiliate and social media and
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balance the capabilities and assets of the company with opportunities outside the internal environment of the business. This is a marketing report‚ which will examine and analyse possibility for the French based chain of cosmetic stores called Sephora to enter UK market. The first part of the report will give a brief overview of the company‚ which will then be followed by Macro- Environmental Trend analysis of the market. This will be done by means of the application of PESTEL model‚ which will
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Sephora Direct: Investing in Social Media‚ Video‚ and Mobile Summary The company Sephora since 2008 through the creation of a new group has moved into direct marketing and digital initiatives‚ namely in the social networking world‚ initially through Facebook. Entering a new world where there are no clear rules or similar experience to help you make the best decisions in this area has been a real challenge. After more than two years in this new digital environment‚ Sephora are conducting the
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Sephora Case Study SWOT Analysis Strengths Weaknesses Opportunities Threats ❖ High value brand in cosmetics category ❖ Providing many prestige brands and high quality products ❖ Sephora.com (best beauty website) and Beauty Insider program ❖ Experts are available in every stores ❖ Global expanding ❖ Growing in social media ❖ Increasing in online beauty shopping trend ❖ Mobile phone users increase and the improvement of application ❖ Product price is more expensive than drug stores or substitute
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