Imc Individual Work

Topics: Cosmetics, Retailing, Department store Pages: 2 (403 words) Published: January 13, 2013
Summary of Individual Presentation
IB091 袁齐琦 20090301258
Introduction: Sephora is a visionary beauty-retail concept founded in France by Dominique Mandonnaud in 1970. Sephora provides a broad range of product categories including skincare, color, fragrance, body, smilecare, and haircare, in addition to Sephora's own private label. It operates approximately 1,300 stores in 27 countries worldwide. It has offline stores as well as a 24-hour online store.

Sephora in China:
1. A brand new way of shopping for cosmetic products.
2. Competition with traditional counter departments in department stores and online stores. 3. Low awareness.
4. Potential market.
Marketing Objective:
Develop Chinese market and bring new beauty concept by creating a relaxing and pleasing shopping environment for customers. Target Consumers:
1. High-income ladies pursuing beauty; 2.Housewives in urban area; 3.Students; 4. Men caring for appearance Problems:
1. How to make consumers know Sephora?
Sephora used to rely on word-of-mouth and mass media’s report on its big events. Most customers heard this brand via friends and social network. These ways are not widely spread. Recently, it sponsored a reality show on TV which is selecting the future top makeup artist. It also cooperated with a fashion magazine and let consumers vote online for their favorite products sold in Sephora. These actions help Sephora increase influence a little. The brand needs more advertising. 2. How to convince consumers to purchase in Sephora rather than department stores or supermarkets? Let customers feel the relaxing and pleasing open-sell environment. The Sephora membership card system is attractive. Customers can get a membership card with any purchase in Sephora. The company rewards customers with points in their cards every time they make a purchase. One Yuan equals one point. Every 1,500 points equals a 10% discount coupon. 3. How to develop more potential...
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