Ulta Beauty: Marketing Strategy
Branding
As stated earlier, branding is of increasing importance to companies today. Ulta has definitely recognized the need for branding, and has stated in its 2015 annual report that its “marketing strategy is designed to position Ulta Beauty in a meaningful and differentiated way, and every piece of communication reinforces [its] brand personality and elevates [its] beauty authority” (Ulta Beauty, 2016 p. iv). In addition, Ulta Beauty shows true knowledge of media convergence as evident by its website and social media accounts. As stated in Cutlip and Center’s Effective Public Relations, “media convergence and the move to the Internet put pressure on organizations to coordinate and integrate communication functions” (Broom & Sha, 2013, p. 179), but this is something that Ulta Beauty has handled very well.
Ulta Beauty has also shown that, as a company, it understands its target audience and what that audience wants and needs. According to David Meerman Scott:
“…we should be targeting the plugged-in bloggers, online news sites, micropublications, public speakers, analysts, and consultants that reach the target audiences that are looking for what we have to offer… We have the power to create our own brand in the niche of our choosing” (Broom & Sha, 2013, p. 179) …show more content…
Its social media accounts are all linked to Ulta Beauty’s website, Ulta.com. Each of these accounts features not only pictures of the products carried by Ulta Beauty, but also links to its partner brands, such as SheaMoisture, Too Faced Cosmetics, Anastasia Beverly Hills, and many more. These brands in turn promote the fact that their products are sold, sometimes exclusively, at Ulta Beauty on their social media accounts (see Figure 4). All of these accounts are constantly updated with statuses and photos, often several times per
As stated earlier, branding is of increasing importance to companies today. Ulta has definitely recognized the need for branding, and has stated in its 2015 annual report that its “marketing strategy is designed to position Ulta Beauty in a meaningful and differentiated way, and every piece of communication reinforces [its] brand personality and elevates [its] beauty authority” (Ulta Beauty, 2016 p. iv). In addition, Ulta Beauty shows true knowledge of media convergence as evident by its website and social media accounts. As stated in Cutlip and Center’s Effective Public Relations, “media convergence and the move to the Internet put pressure on organizations to coordinate and integrate communication functions” (Broom & Sha, 2013, p. 179), but this is something that Ulta Beauty has handled very well.
Ulta Beauty has also shown that, as a company, it understands its target audience and what that audience wants and needs. According to David Meerman Scott:
“…we should be targeting the plugged-in bloggers, online news sites, micropublications, public speakers, analysts, and consultants that reach the target audiences that are looking for what we have to offer… We have the power to create our own brand in the niche of our choosing” (Broom & Sha, 2013, p. 179) …show more content…
Its social media accounts are all linked to Ulta Beauty’s website, Ulta.com. Each of these accounts features not only pictures of the products carried by Ulta Beauty, but also links to its partner brands, such as SheaMoisture, Too Faced Cosmetics, Anastasia Beverly Hills, and many more. These brands in turn promote the fact that their products are sold, sometimes exclusively, at Ulta Beauty on their social media accounts (see Figure 4). All of these accounts are constantly updated with statuses and photos, often several times per