Preview

Sephora Case Study

Good Essays
Open Document
Open Document
1445 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Sephora Case Study
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 products
❖ Difficulty to reach suburban region; most of stores located in metropolitan areas ❖ Strong competitors in beauty category both online and offline

Brand Positioning
❖ Experimental cosmetic retailer
➢ Experience and try different products for free before purchasing
➢ Experts in every stores are willing to be consultants
Single
Prestige
Beauty
stores

Price

Quality

Target Audience
❖ 25-35 year old women (many of whom “grew up” with the company)
❖ “This age group had an aspirational element, as the teenage girls looked up to this cohort and older women wanted to look 25-35 again.” - by Bornstein
❖ Younger, hipper people than people who go to department stores
❖ Look for more upscale
❖ Go online
❖ Want to discover and learn
❖ Want to experience new product
❖ Eager to share their personal experience online
❖ Most likely shop at multiple stores

Current Marketing Practice
High level Break-down of media spending
(Exhibit 5)

Marketing Mix:
❖ Store window merchandising
❖ Magazine advertising
❖ Two majors sales/promotions (in April & the holiday season) ❖ Beauty Insider program
➢ Catalog printing 3 times a year
➢ Direct mail
➢ Free gift and sample

Price: Cosmetics $5 - $90, hair care products $5- $85, skincare $5-$380
Place: Stores and online (Sephora.com and mobile application)
Products: Cosmetics, skincare, hair care, bath and body, fragrance; including prestige brands and private label brand, the Sephora collection
Promotion: Free samples, weekly special,

You May Also Find These Documents Helpful

  • Better Essays

    By stating the various ways in which teens pursue their fashion and how the industries target certain groups and ultimately how they want to fit in. While returning to the introduction’s hook in the conclusion is a frequently-used strategy, the authors throughout the article start slow by giving us an image in which to picture and feel, then they give info and quotes on how the industry targets certain groups and or body types. they then flow into how teens feel about fashion and even their own fashion by doing this she implies that young teens should not care about fashion but of their own happiness. Returning to their quotes and facts, the authors make their appeal to ethos, pathos, and logos which help establish their article firmly. The magazine articles the author tells us about help show how they target and ultimately persuade which we all have seen, and the quotes from professionals help shine light on the authors purpose of the article which is that happiness is key to a young females life and that the cultural standards are not what matter but…

    • 1304 Words
    • 6 Pages
    Better Essays
  • Powerful Essays

    This is a time in an adolescent’s life where they feel the most need for acceptance from their peers. They have a need to be more experimental, innovative and sometimes controversial. They are at a time where they have to keep reinventing themselves so they fit in with their peers and society in general. Teenagers emphasise freedom but with this freedom come responsibilities and obligations that they don’t want nor do they think they need. Teenagers are at an age where they think they are adults but they don’t understand…

    • 1430 Words
    • 6 Pages
    Powerful Essays
  • Satisfactory Essays

    Psy 210 Appendix F

    • 449 Words
    • 2 Pages

    | |growth spurt adolescents go |adolescents are those of Formal |adolescents are the quest they |…

    • 449 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    “You could definitely tell they thought, “Who is this person and why does he think he can do something that took me years to do?”” (Ellin 205). She also uses examples from studies to show her argument that the generation of millennial is more “revived”, yet “needy”. (Ellin 205). By discussing the characteristics of millennials, Ellin is able to back up her argument. The audience now sees the differences in the generations. “They seek constant feedback and immediate gratification. They multitask and can’t focus. They’re sensitive to criticism and unable to work alone.” (Ellin 205). By stating stereotypes of this particular generation, she is able to inform the readers on how the millennial are viewed by other generations. Ellin then persuades belief of her argument even more by giving studies. “Her cross-generational data analysis of college students show that recent cohorts are especially narcissistic, believing they are above average” (Ellin 206). Further on, the author explains and gives a comparison to show how the two very vary. “Respect has a different feel across generations. Millennials believe respect should be earned. Older generations are frustrated by their lack of civility.” (Ellin 208). In conclusion, Ellin provided information, stereotypes, and studies, to prove her thesis that…

    • 489 Words
    • 2 Pages
    Good Essays
  • Powerful Essays

    From an outside appearance the girls ranged from late teens to mid twenties, resembling a…

    • 984 Words
    • 4 Pages
    Powerful Essays
  • Satisfactory Essays

    SUPERMAN AND ME

    • 631 Words
    • 3 Pages

    "Mature"for our age.This quote means the teenage girls are been raised in a home of…

    • 631 Words
    • 3 Pages
    Satisfactory Essays
  • Good Essays

    In the article “The teen who woke up her school” a girl tried to persuade the board of edu to make scholl times start later. In the text it states “Teens and kids…

    • 365 Words
    • 2 Pages
    Good Essays
  • Satisfactory Essays

    The way in which she aims to direct them in the right path, is by creating ways in which the youth could have positive views of themselves, that they could realize their potential. She…

    • 214 Words
    • 1 Page
    Satisfactory Essays
  • Good Essays

    Look younger, feel younger, is the new American obsession. Today in society adults want to be young again and are willing to do anything to achieve their youthful stages again. Youth can be a physical appearance as well as a mental state that is similar to that of a child. Why is it that American’s desire to be young again? After all, in our youth didn’t we all desire to become adults? The naivety of youth is so attractive to adults due to the stressful lives that adults lead in our era.…

    • 1228 Words
    • 5 Pages
    Good Essays
  • Satisfactory Essays

    Sephora and Ulta are two very popular makeup stores around the United States. People have different opinions on them as it states in the ratings. Sephora has a rating of 3.4 stars, and Ulta has 4 stars. They both sell good quality makeup even if they are all different brands.…

    • 306 Words
    • 2 Pages
    Satisfactory Essays
  • Better Essays

    The adolescent that was interviewed for this paper, Cassie Menendez, is a seventeen year-old junior in high school. She comes from a middle-class family with a mother who is 48 years old and works as a nurse on a trauma floor in an upper state New York hospital and a father who is 52 and works as a dairy farmer. Cassie is also the youngest out of three children. She has a brother, Daniel who is currently 22 and getting his masters in history and a sister who is 20 and is working towards a degree in human resources. Throughout the interview it was made obvious that Cassie is a bright girl, due to her currently being in second place for being valedictorian of her high school class along with belonging to many sports, organizations and multiple friendships. Although Cassie is not quite sure where she wants to go in the future, in terms of college and what she wants to focus on while enrolled in college, she seems to be enjoying her busy schedule and last few years of high school.…

    • 1696 Words
    • 7 Pages
    Better Essays
  • Better Essays

    Princessa Beauty Products is a retailer of beauty products catered to the black community that has been around for more than 20 years. Princessa is one of the oldest beauty stores serving the black community in Montreal and is located on the western side of the island. George Richards managed Princessa for two years and purchased the store from the original owners using his life savings. Between the years of 2002 and 2006 the store showed growth in sales from $453,156 to $605,249, but between 2005 and 2006 annual sales stayed the same and in 2007 sales fell to $509,000. Due to this decline in sales Richards began to take into consideration other factors that could be affecting the business. There seemed to be positive reports in the Canadian economy and unemployment was the lowest for some time and the lowest for women in 30 years. There were possibilities of Canada going into a recession due to the unstable economy in the United States, and with oil at an all time high this could affect business at Princessa Beauty Products.…

    • 1489 Words
    • 6 Pages
    Better Essays
  • Satisfactory Essays

    Harvard Case Sephora

    • 889 Words
    • 3 Pages

    Innovations introduced in the beauty business with no major products beauty companies, Sephora implement two new ways to offer their products to customers:…

    • 889 Words
    • 3 Pages
    Satisfactory Essays
  • Satisfactory Essays

    My piece has an almost guiltless tone, with the use of common words and phrases often used by younger people in this generation, this is to plea to adolescent readers and keep them interested.…

    • 366 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    “In my mind, I always dreamed of the day I would have teen-agers. Young boys would pinch me in the swimming pool and exclaim, ‘Gee, ma’am, I’m sorry. I thought you were your sensuous daughter, Dale.’” (2)…

    • 724 Words
    • 3 Pages
    Good Essays

Related Topics