Programme Administrator: Carrie flitcroft
Lecturer: Nichole Dunlop
DATED: 19th APRIL 2012
This report is to provide a marketing plan and analysis of entering in uk market for lush cosmetic’s products over the next three years. This report explores and considers the various factors which impacts lush cosmetic’s product in term of entering the market. There are methods which can be taken with this organisation, were researched; the main focus will be to: • Spread information about fresh handmade cosmetic product. • Advertise existing products and introduce new products to the market. • Expand market by existing and new products such as massage bars, shampoo bars, kids soaps, naked products • Expand sales through online retailing websites, high street store. The main focus of this report is growth a three-year Marketing Plan of lush products which will improve the sale of company in the UK market. The main elements of this report will include: • Introduction about lush and clarify lush’s position • Analyse the UK structure market
• Marketing objectives
• Marketing strategy
• Strategic implementation and control
1. lush and where is lush now?
Lush is a handmade cosmetics company headquartered in Poole, Dorset in the UK. In 1994, husband and wife Mark and Mo Constantine opened the first Lush store in Poole under the name Cosmetic House Limited. Lush adopted its current name on 10 April 1995.There are now more than 600 stores in 43 countries. Lush produces and sells a variety of handmade products, including soaps, shower gels, shampoos and hair conditioners, bath bombs, bubble bars, hand and body lotions and face masks. Lush uses fruits and vegetables, essential oils, synthetic ingredients, honey and beeswax in their products. In addition to not using animal fats in their products, they are also against animal testing and perform tests solely with volunteers instead. As the company was in its early stages it has limited distribution. Now, Lush sells products in UK France, USA, Philippine, Australia and more than 38 countries, however its objective is expand in the future.
2.2. The SWOT
With the SWOT Analysis, the paper describes Lush’s internal and external environment which essential for its process of strategic planning. From a SWOT Analysis” a marketing strategy can be developed using corporate strengths, avoiding corporate weaknesses, benefits form the future opportunities and regards of future risks” (Bohm, 2009).
|Strength: |Weakness: | |All the products are fresh handmade |Low cash flow | |Lush only focus on making ethical products |Less marketing and advertising | |Reduce packing cost |Less outlet and store | |Environmental green products, close to nature. |Prices are high considering the position they are | |Less or no artificial ingredients | | |Wide range of products | | |Unique display style | | |Opportunities: |Threats: | |People wish to use fruit and...