Case 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
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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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SEPHORA A Brand Case Study Nikki Kerber PBDS 705 • November 21‚ 2011 Nikki Kerber • PBDS 705 • The Design/Business Link 1 History of SEPHORA: The Foundations of Modern Design Founded in late 1969 as Shop 8‚ Dominique Mondonnaud opened a speciality perfumery retail store in Franceʼs Haute Vienne region that was revolutionary for its time due to the way the store was operated and designed (”Sephora holdings s.a‚” 2011‚ p. 1). While department stores heavily relied on the tried
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02/13/2013 BUA 560 SEPHORA CASE SEPHORA PLATFORM 1. Assuming that Bornstein gets additional funding‚ how should she consider allocating across the various digital platforms/categories? Given that the additional funding request must be shifted from traditional marketing‚ what would you propose to cut and why? Please state your rationale based on their customer base for all decisions. Before deciding which funding should get cut‚ we need to check out the analytical metrics of traditional
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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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WEEK 1 Three Dimensions of Europe Different perspectives on the same thing‚ but: Europe is not a ‘thing’‚ it is not a fixed entity Europe is complex‚ multi-layered and has a changeable context This applies also for the European culture and/or cultures of Europe Europe consists of different cultures‚ but there might be also a ‘European culture’ ‘The European Mosaic’ (reader p.14) “The most plausible idea of an essential European culture builds on the idea of the Enlightenment‚ which was
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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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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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