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.

Marketing channels and retailing

Lush has been providing organic and environmentally clean products to consumers for many years.  retailing is how lush sells their products, for non-business use. Lush is a retailer, selling their goods to consumers. lush is a chain store, having hundreds of stores located around the world with the keeping the same name of their brand and their products. The business being a franchisor originating in their name and products compared to many other beauty products sold around the world. Lushes stores are specialty stores only retailing in their own products ONLY, they do not hold other companies products for sale at their locations. This also makes Lush a category killer making them a specialized company in making their own individual products and selling them becoming the dominant retailer in its beauty category. They also allow for nonstore retailing, having their products also available online as online retailing.  The atmosphere of their stores are very warming, and inviting having the strong smell of their products surround the store front. This helps with brining in new consumers and keeping existing ones.

Consumer Decision Making

 Lush has kept its reputation up to par since being open. Consumers for lush don't really need to take extensive research to buy the products, but would just pass by the store on the street or come across the product online and have it catch their eye. Routine response behavior would be a more common way that consumers would identify with lushes products. Social influences for sure influence consumer buying decisions when it comes down to beauty products. Because Lush has a specifically organic overview, many people that would like to be more environmentally friendly and still using effective products would be put into the aspirational reference group. Lush provides that and keeps its moral standing very high. Lush appeals to many groups of people in society and has been making a positive change. Stimulus discrimination has helped Lush separate itself from different beauty companies, and has created properties that are very concrete and distinct comparing them to other products. Lush creates a very appealing and warming vibe to their stores, to lead consumers to come in and experience a different atmosphere. This all has helped in the grand scheme of selling their products and marketing to different groups of consumers.

  

Developing a Global Vision

Lush has had time to expand their market around the world. Their products are now available in 43 different countries( UK, USA, Canada,  Australia, Austria, Belgium, Bosnia, Brazil, Bulgaria, Chile, Croatia, Czech Republic, Estonia, Finland, France, Germany, Hong Kong, Hungary, Ireland, Italy, Japan, Lebanon, Luxembourg, Macedonia, Mexico, Netherlands, New Zealand, Norway, Panama, Portugal, Russia, Saudi Arabia, Singapore, Slovenia, South Africa, South Korea, Spain, Sweden, Switzerland, Thailand, UAE, and Ukraine). Lushes global vision was very clear and effective because there really arent any other cosmetic lines like them even around the world. They do not alter their products or the ingredients no matter where the product is found, this meaning they have global marketing standardization. Lush is a private limited company having less intrest in investors, and more focus on the production of safe products. Floating exchange rates are used to make sure everyone pays the same amount for the products they are buying, varying on the countries currency.

  

The Marketing Environment

Lush face masks are known best for their fresh, and natural ingredients, but also the products used are to help the environment. This makes lush engaged in environmental management. Their dedication to keeping their products safe to use, and environmentally friendly it creates a sense of compassion. This may also influence the consumers to become more aware of the environment, and motivate them to keep using lush products there for helping the world one step at a time. Lush also partakes in component lifestyles, having a different approach to cosmetics and beauty products compared to others. Not being tested on animals, and not using harsh chemicals mixed into their products.
  

Lushes demography doesnt  have a specific consumer age, race, or ethnicity that they are trying to attract. They mainly focus on the way their products are created, and attract customers that want and or need more organic products to use. Lush even provides charity products to really make a statement of care, and engagement in society.


Applied research is what Lush had used in the making of their face masks, and other products. They innovated a new strategy of pure ingredients and specified packaging to lure new customers and keep satisfying current ones. They took a risk in using more people rather than machinery to create their products, and that did not go unnoticed.

Social Media and Marketing!

Social media is for sure now a HUGE factor in companies growth or downfall. Keeping in constant contact with consumers and new customers is always an advantage. Lush has for sure shown how keeping up with trends and popular media can boost sales and ratings. Lush has their own instagram including promotions and pictures with descriptive captions to entice people to their website.

 

 Not only does the companies personal media accounts have an affect, but also blogs (much like the one you are reading right now haha). In my opinion non corporate blogs have a really large affect on any companies outcome. This is due to the fact that many people visit personal blogs, and try to find honest opinions on the products that they may or may not buy. It all comes down to consumer happiness, and how the word goes around. As long as there are happy customers, there will be more to come with the help of the internet and social media.

Strategic Planning for Competitive Advantage

Lush products has had a great company running for over 30 years, and still going strong. Strategic planning of the company and its products has helped Lush achieve world wide recognition. Lush has always been a very unique company, offering fresh, and handmade products especially their face masks (which are personally my favorite c: ). Not only that but on their products they attach a sticker form of a photo of the employee that hand crafted that product to perfection.       

     
   
 No other cosmetics company has incorporated such dedication to keeping their products safe, and made from only organic and natural ingredients. Lush uses product development strategies to increase sales, and catch the eye of new customers. There are many competitive companies in the cosmetics dept., and Lush has created a new and innovative way to recreate such accessible products. They include every single ingredient that was used in making the products available on the packaging, and even hold vegan products in stock. Core innovation  is how Lush has made its products so popular. Staying in the line of cosmetics can be a challenge, but by changing up the way the products are made, and creating a more personalized relationship with the customers using their creative packaging methods have maintained their success. Lush now has a sustainable competitive advantage, and has all copy rights to their specific product creation. Being so different from other cosmetic companies, Lush has a genuine feel, and can attract new customers all over the world seeking a change.

Lush product history :

In the early 80s, Constantine read about Anita Roddick, who had just started The Body Shop. He called her and offered some of his products. She initially placed an order for £1,200 to start with, and from there Constantine and Weir developed products for The Body Shop and became the company's largest supplier for over a decade. It was at this point The Body Shop decided to buy their product formulas.

The Body Shop's purchase of their product formulas forbade Mark and Liz from opening another retail shop for five years, so they set up a mail order cosmetics company called Cosmetics-To-Go. It was a successful although complicated venture that ended up burning out. The company went into administration and sold to someone from Poole, who took the product formulas and the Cosmetics-To-Go name.

Mark and Liz, along with Mo Constantine, Helen Ambrosen, Rowena Bird and Paul Greaves from Cosmetics-To-Go, spent what money they had left on fresh fruits and vegetables at the market. In a shop in Poole, they hand made products upstairs that were being sold downstairs. They had previously been paying another company to come up with the fragrances for their products, but found out the perfumes weren't always pure, so Mark decided he would create the perfumes himself. A competition was launched for customers to give the company a new name. One customer suggested LUSH, which is defined as being fresh, green, and verdant.

Mark Constantine started mixing potions in his kitchen for Anita and Gordon Roddick and became a supplier of The Body Shop in the 1970s. Mark Constantine, a herbal trichologist, and Elizabeth Weir, had an interest in beauty therapy and thus, formed a company named Constantine & Weir. They developed a number of recipes for bath and beauty products and were a major supplier to The Body Shop, until Roddick was consulted to take more products in house. The Body Shop then paid £11 million for the rights of Constantine & Weir's recipes.

In December 2010, Mark and Mo Constantine were awarded the OBE in the New Year's Honours list, for services to the beauty industry.

*Lush products are 100% vegetarian, and often contain fruits and vegetables such as grapefruit juice, vanilla beans, avocado butter, rosemary oil, fresh papaya and coconut. However, some products contain lanolin, milk, eggs, honey, and beeswax. Parabens are used to preserve a number of the products.

A Lush Life (mission statement)

WE BELIEVE…

We believe in making effective products from fresh, organic* fruit and vegetables, the finest essential oils and safe synthetics.

We invent our own products and fragrances. We make them fresh by hand using little or no preservative or packaging, using only vegetarian ingredients, and tell you when they were made.

We believe in buying ingredients only from companies that do not commission tests on animals and in testing our products on humans.

We believe in happy people making happy soap, putting our faces on our products and making our mums proud.

We believe in long candlelit baths, sharing showers, massage, filling the world with perfume and in the right to make mistakes, lose everything and start again.

We believe our products are good value, that we should make a profit and that the customer is always right.