Brand analysis of Jo Malone

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Topics: Marketing, Brand
Brand Analysis
Jo Malone

14/10/2014

Content

1. Background 3
2. SWOT Anaylsis 4
2.1 Strength 4
2.2 Weakness 4
2.3 Opportunities 5
2.4 Threats 5
3. Recommendations 6
4. Conclusion 7
5. References 8

1. Background Jo Malone is an international brand which was established in United Kingdom by Jo Malone in 1994, then it was acquired by Estée Lauder in 1999(Jo Malone 2014). This brand has a series of products, such as scents, body care products and home supplies (ibid). Its products are extracted from natural materials with pure flavor; so it is always pursued by many stars and upper class (Jo Malone 2013). Jo Malone allows consumers to tailor their own scent by combining different fragrances and to personalize their home by using home candles, elegant diffusers and room sprays (ibid). Therefore, the feature of Jo Malone is natural, high-quality and distinctive.

As regards the market environment, there is a bright market prospect for Jo Malone, because the overall economic and fragrance market developed very well in UK (Monaghan & Kafkaesque, 2014). In addition, the culture force cannot be ignored, because the understated style of British can be reflected well from the brand spirit—charming but personalized (Jo Malone 2013).

2. SWOT Anaylsis
2.1 Strength
According to the background of Jo Malone, the strengths of this brand are relatively obvious. First of all, its brand position is precise which is high-end and distinctive. This can be reflected in its brand image. Its stores and packages are both well-designed to express the characteristics. Second, its products are personalized and high quality. All ingredients of the products are extracted from natural materials. Furthermore, an outstanding feature of Jo Malone, fragrance combination as mentioned before, makes this brand differ from other brands (Unger 1974). Final, this brand belongs to Estee



References: Brownlie, D., Saren, M., Wensley, R and Whittington, R. (1999) Rethinking Marketing: Towards Critical Marketing Accountings Capozzi, C. (2014) Perfume Market Analysis. [online].eHow. Available from: http://www.ehow.co.uk/info_7743468_perfume-market-analysis.html [Accessed 9 October 2014] Catherine, W., Tat Pui, L. and Henrik, U. (2011) The Roles of Branding for a Brand Entering Overseas Markets: A Case Study of a Danish Butter Launching in Hong Kong with Success Jo Malone (2014) Home. [online]. London. Jo Malone. Available from: http://www.jomalone.co.uk/world-of-jo-malone [Accessed 5 October 2014] Jo Malone- Jo Malone London(2013) Home Kafkaesque (2014) Perfume News: 2013 Fragrance Sales Figures, Revenue & Fragrance Markets [online] Available from: http://www.kafkaesqueblog.com/2013/08/24/perfume-news- 2013-fragrance-sales-figures-revenue-fragrance-markets/[Accessed 9 October 2014] Lindqvist, A. (2012) Preference and Gender Associations of Perfumes Applied on Human Skin. Journal of Sensory Studies, 27(6), 490–497.  L2 ThinkTank (2013) Beauty Digital IQ Score [Online] Available from: http://www.rankingthebrands.com/The-Brand-Rankings.aspx?rankingID=181&year=715 [Accessed 8 October 2014] Monaghan, A. (2014) UK economy grew 1.9% in 2013 – the fastest growth since 2007. [online]. The Guardian. Available from: http://www.theguardian.com/business/2014/jan/28/uk-economy-2013-fastest-growth-fourth-quarter-gdp [Accessed 9 October 2014] Unger, L. (1974) Market Segmentation: A useful tool in the marketing of fragrance (perfume) compounds. Industries Marketing Management, 3(3) 267-273.

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