Services and Nonprofit Organization Marketing

Lushes service is unique in the way that they use people to create all their products by hand, crafted carefully to make each and every item for sale. The companys products get their reviews after experience quality, and the consumers are able to asses the products value after buying them, and see if they meet the standards that they are deemed. Because lushes products are made of natural and organic materials their products are perishable, but they include the expiration date on every label to make it clear to the consumers. Lushes responsiveness is very high, and they try to meet all the consumers wants and needs that still comply to their mission statement. This would mean that the company has empathy towards all their consumers. Due to all employees creating these products skillfully by hand, Lush has internal marketing, keeping their employees as happy as their customers. Lushes products are helpful also to the environment so they have a nonprofit organization marketing strategy, and are helped out by organizations that have a "green" outlook on life.

Developing and Managing Products

Lush has made new products since the beginning, bringing a new concept to the beauty world. This would mean that they have made a new-product strategy. Their innovative product structure has deemed them as creative and different. Their product development of environmentally friendly products that are also good for the consumer has launched their company and made them world wide known. Lushes screening process went well as they were launching because their mission statement was very convincing and appealed to many customers. This test marketing for the company is what helped them become what they are now. Lushes products are considered an innovation because they took the concept of regular beauty products and created a new branch of products. The companys product category meet the needs for consumers that are looking for more eco-friendly products, and consumers that may have sensitive skin that would react to harsh chemicals that are involved in making other beauty products.

Segmenting and Targeting Markets

Lushes market segment would share the same characteristics of keeping products "green" and safe for both the buyer and the environment. Those beliefs would be considered Lushes segmentation basis.  The company's psychographic segmentation would mainly focus on lifestyle, and motives. Lushes consumers are a specific group that target themselves and the environment. Because their consumers have these beliefs, the company may be classified as also being a benefit segmentation. This target market of customers is slowly growing due to the effects of climate change, benefiting Lushes company. Because Lush partakes in more than one segmentation that would mean they use a multisegment targeting strategy. This positioning that the company does, creates a more defined sense of what the company is trying to achieve, and may bring in potential consumers. And due to Lushes distinguished views it creates product differentiation.

Marketing Communications

Promotions are a large part of Lushes marketing communications. That way they are able to remind oncoming buyers, and existing consumers on their new products. Lush is at an competitive advantage because they offer a very unique way that their products are made and what the actual products are made of. Lush has a very good communication, they offer both interpersonal communication available at any one of their in store locations; and also mass communication available online or on social media.  This would be considered promotional mix, they use all these strategies to ensure good communication, and relationships. Lush uses media in  a large way, both paid and earned media. They are sponsored by environmental groups that are trying to spread their awareness on the environment through cosmetic products. These are just a few ways that Lush gets its word out about their mission statement, and their products.

Product Concepts

Lush always has products ready for sale. They have created a stable and effective way to produce and sell their products. Convenience products are on sale at Lush, their products arent too expensive, and their products are easy to obtain both at their website, and aswell as in store. They also may be listed as specialty products because many people that may be into "green" products that are vegan may search those specific products which only needs very little search. Because all of Lushes products are similar in production and use, they have a product line. Lushes brand name is very well known giving it brand equity, and meaning to their products. One way Lush is greatly known is for their persuasive labeling, including a picture of the individual that hand crafted that specific item for sale. Lush also includes warranty, letting the consumer know how long that certain product will be good for use.

Personal selling and Sales management

Lush has a very good relationship with primary customers, and tries to create new bonds with new customers to keep the growth of their relationships. Relationship selling is the way that they keep their company running well, and also keep all consumers happy with their products and prices. Networking is used to find potential customers that are interested in buying their specific products. Social media has a huge part in finding these potential customers and what they may be interested in. That would be considered needs assessment, and has helped the company greatly in creating new relationships, and keeping all customers happy. Lush is always ready for their follow-up, and ensures that all their products are ready for sale, and to be shipped out to their customers. Customer-centric is also used by the company to customize its products to meet the needs of their consumers.  All of these steps are taken by Lush to keep their business flourishing, and maintaining all relationships with customers intact.

Advertising, Public, Relations, and Sales Promotion

Advertising is a large part of a companies sales. Lush uses institutional advertising in order to focus more on their goals rather than specific products. This creates a sense of compassion and care rather than just making sales. Because their products are also environmentally friendly, product advertising is used to help get both their products sold but also spread environmental awareness. Their views are advertised with advocacy advertising to help go against those that don't support their products and spur conflict on social media. Lush also provides samples during holiday seasons to help bring in new customers, and try and promote their products. Their advertising is a huge part of their sales so they create a very warming and inviting way to present their products, and promote any sales.