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MARKETING MANAGEMENT (BHO6505) ASSIGNMENT 1 LUSH- CASE ANALYSIS REPORT

LECTURER: EVI LANASIER SUBMITTED BY: YACHI GANDHI STUDENT ID: S4580238

BHO6505 Assignment 1: Lush Case Analysis Report

Table of Contents BEHAVIOUR OF LUSH A CONSUMER

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LUSH’S BRAND PERSONALITY

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RECOMMENDATIONS

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BHO6505 Assignment 1: Lush Case Analysis Report

BEHAVIOUR OF LUSH A CONSUMER The identification of consumer behaviour assists a business to design the product’s marketing and creative strategies to the target their segment customers. It is necessary to discover the purchaser’s need for the product and the identify their pathway to conclude the choice of buying the product[CITATION Apr05 \l 1033 ]. A consumer’s consideration to buying a product is influenced by the product’s marketing [CITATION Pet09 \l 1033 ]. It is also mentioned in the case study, some consumers associate with a product as their personality is depicted by choosing a brand. Although, an individual’s association with a product relies upon how significantly are they influenced by the brand’s promotion strategies or the customer connects with the brand’s personality. The researchers have an argument on whether the conclusion of purchasing has any relativity with the consumer’s personality [CITATION Pet09 \l 1033 ], as decisionmaking is a logical and analytical procedure and a consumer may have different reasoning while buying distinctive products. In the circumstance of Lush Fresh Handmade Cosmetics, the brand name conveys a simple, clear and concise message to appeal their consumers. If the potential buyer has always been inclined towards purchasing wholesome handcrafted fresh products, the name would trigger their pre-purchase decision to consider the brand as the brand defines the customer’s individuality and comforts them emotionally. Lush has reinforcing points as being environmentally friendly and has strong ethical campaigns. Lush is recognised for its integrity as they believe in supporting community. Therefore, the consumers sharing similar beliefs are endowed by partnering with a brand having common ideas. Buyer relates his/her social character with company’s values. Their strategy to engage their customer in welfare creates a sense of contribution and hence encourages them to be associated with the brand[CITATION YAO15 \l 1033 ]. Lush has a customer centric approach to recognise their customer needs to design the brand.

LUSH’S BRAND PERSONALITY The Brand Personality can be described as a brand’s attributes similar to an individual personality and that can be distinctively categorised. To elaborate, when personality traits that any person has can also be possessed by a brand. Brand personality helps a brand to construct a unique identity and associate it with the customer effectively [CITATION Aak97 \l 1033 ]. Lush has a very strong brand personality as it successfully portrays and addresses many traits amongst the five dimensions of brand personality demonstrated as Sincerity,

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BHO6505 Assignment 1: Lush Case Analysis Report Excitement, Competence and Ruggedness in the framework of Brand personality [CITATION Aak97 \l 1033 ]. The cosmetics of Lush are natural, reliable and innovative which denotes various dimensions. Many consumers can connect their own attributes with the traits of brand Lush and thus fascinates a segment of consumers to buy the cosmetics from Lush. LUSH BRAND PERSONALITY FRAMEWORK [CITATION Aak97 \l 1033 ]

Sincerity

Lush Brand Personality Framework

Excitement

Competence

Handcrafted Honest Sentimental

Colourful and quirky Unique Innovative

Natural Reliable Qualitative

Besides the statement in the case study, “We believe our products are good value, that we should make a profit and that the customer is always right" illustrates their honesty that they are in the business to gain profit and the cost of the product is high but are qualitative and exclusive and thus value for money. The lush’s typical customer group has one of big five consumer personality types who are open to new experience and innovation. Such kind of consumers happily try the new Lush products and also communicates their satisfaction with others and thus promotes the product. [CITATION Pet09 \l 1033 ] . Lush is aware that their consumer market is non-dogmatic and their customers are their marketers as they spread their contentment with the brand on social media and therefore they have mentioned that the customer is always right. Therefore, their statement is an honest, reliable and justifiable.

RECOMMENDATIONS Segmentation is a marketing tool that enables a business to classify the prospect customers based on requirements, choices and purchasing behaviour. Identification of the market segment helps the company to design the product so as to target the consumer group and thus create the marketing strategies that can convert into profitability [CITATION McD12 \l 1033 ]. Lush has the niche market segment consumers are willing to spend more for qualitative products, consumers who denote their self-concept in the brand. In my opinion, in order to withstand in a slow growing industry, it is necessary to implement aggressive marketing strategies. To advance rapidly in future, Lush has to S4580238, Yachi Gandhi

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BHO6505 Assignment 1: Lush Case Analysis Report expand their consumer segment to surpass their competitors. Lush has developed and a loyal syndicate of customers which has made them a trustworthy brand in the cosmetic sector which is a pro for the company and this can be utilised as a benefit to grow their business and make it renowned brand by partnering with high end salons and spas. This would not only promote the products but also target the business consumers. Lush can also organise more sample testing events or sample giveaway days to attract new customers to try their product. Sometimes consumers do not approach a brand assuming it to be a premium brand and not for them or they are too loyal to their existing brand. Sample giveaways is an opportunity to target such consumers who are willing to spend but never explored the brand Lush. Lush does not have any price adjustment strategies being a premium brand. However, they can adapt more pricing policies as product mix pricing or captive product pricing. For illustration, pricing packages for shampoos and conditioners or moisturisers, cleanser and masks. [CITATION Arm14 \l 1033 ].

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BHO6505 Assignment 1: Lush Case Analysis Report

Bibliography Aaker, J. L., 1997. DIMENSIONS OF BRAND PERSONALITY. Journal of Marketing Research, Aug, Volume XXXIV, pp. 347-356. Anon., n.d. [Online]. Apruebo, D. R. A., 2005. APPLIED CONSUMER PSYCHOLOGY. First Edition ed. s.l.:Rex Book Store. Armstrong, G., Adam, S., Denize, S. & Kotler, P., 2014. PRINCIPLES OF MARKETING. Sixth ed. s.l.:Pearson Australia. Ling, P., D'Alessandro, S. & Winzar, H., 2009. CONSUMER BEHAVIOUR IN ACTION. s.l.:Oxford University Press. McDonald, M. & Dunbar, I., 2012. MARKET SEGMENTATION: HOW TO DO IT AND HOW TO PROFIT FROM IT. fourth ed. s.l.:John Wiley & Sons. Yao, Q., Chen, R. & Xu, X., 2015. CONSISTENCY BETWEEN CONSUMER PERSONALITY AND BRAND PERSONALITY INFLUENCES BRAND ATTACHMENT. Social Behaviour and Personality: an international journal, 43(9), pp. 1419-1428.

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