Since 1851 Kiehl’s makes natural hair and skin care products and lipstick and sells them strictly by word of mouth.(Hoover's, Inc., 2008) Kiehl's doesn't advertise much or go door-to-door, and its stiff marketing policy keeps its products out of all but a few elite retailers -- stores such as Barneys and Bergdorf Goodman here in America. Our marketing strategy will not be much different for Greece. Kiehl has constantly advertised their products in this manner; exclusivity has always been a huge part of their brand identity. We feel that there is no need to totally reinvent the wheel when marketing these products in Greece.
Pricing range for Kiehl’s products for Greece will be 5.32 Euros for a 2.5 fl oz bottle of face wash and to 43.25 Euros for a 1.4 fl oz jar of moisturizing cream. These prices are the equivalent to a USD price range of eight to 60 dollars. The products will be sold in high-end department stores such as Beauty works Hondos Center and Attica department stores located in Athens Greece.
Top Competition in Greece will be Avon Products, Inc., Estee Lauder Companies Inc., Kao Corporation, Procter & Gamble Company, Revlon, Inc., and Shiseido Company. To combat these competitors we plan to adapt our products to Greece consumers by using ingredients that are produced in Greece and are apart of their culture. Greek ingredients that will be utilized are Olive oils and Mastic, an ingredient found only on the Greek Island of Chios. Mastic has been used for years in facial creams by local Greeks but it has yet to be used in beauty products by any of Kiehl’s competitors. By incorporating traditionally Greek ingredients we hope to forge a stronger bond with Greek consumers then the competitors.
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