Published by MBA Skool Team, Last Updated: June 22, 2022
Marketing Strategy of Lush analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Lush marketing mix, help the brand succeed in the market.
Lush marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Lush Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Lush marketing strategy can be explained as follows:
Lush is know to make naturally made body care products. Lush manufactures cosmetic products like hair and shower gel, face wash, bath bombs, body wash and fragrances as a part of its marketing mix product portfolio. All of these products are natural vegetarian handmade product which is its unique quality. In a specific product, it also has many varieties depending on the type of fruit used in making the flavor. This also attracts many customers because they have many options. Lush focuses on bio-degradable products and using re-cycled and re-used bottles. It gives an incentive to the customers if they return the bottles to the store after their use. Their main strategy is continuous innovation to attract new consumes.
Lush Price/Pricing Strategy:
Below is the pricing strategy in Lush marketing strategy:
Lush has adopted the premium pricing strategy to sell its product.
All its products are organic and handmade due to which the costs go up very much. It tries to keep the product as fresh as possible for the benefit of the consumer which increases the cost. Major part for the cost consists of the packaging. Even though Lush uses the re-used bottles, still it forms a major part of the expense. The products are priced against the weight. Most of the target consumers are women belonging to upper middle class or upper class who values the quality of the product more than the cost of the product. Hence, for them the premium price strategy is very beneficial.
Lush Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read Lush SWOT Analysis, STP & Competitors
Lush Place & Distribution Strategy:
Following is the distribution strategy in the Lush marketing mix:
Lush has operations in 44 countries all around the world and Its headquarters is located at Poole, UK. It has more than 1000 stores all over the world. It also delivers through online shopping. Apart from that, Lush products are also available at Amazon. Lush has its manufacturing hub located at England, Croatia, Columbia, Canada and Germany. To keep the product fresh, it purchases the raw material locally and then prepares them without the help of machine and chemicals.
To grow its market further, it has partnered with many retailers who sell its product at their own store.
Lush Promotion & Advertising Strategy:
The promotional and advertising strategy in the Lush marketing strategy is as follows:
There are various ways Lush does its promotion. Most of its promotion is done by word of mouth by its customers, which is why Lush give high importance on the customer support and relations. It also does advertisement through online and offline means. It has an online site where it provides products with discount. Lush also employs traditional method of personal selling. Lush provides discounts on products if you purchase from its website or from the store. As being a eco-friendly company, it has innovative methods to conservative environment by giving incentive after few purchases. This also attracts consumer. Hence this concludes the Lush marketing mix.
Lush is a UK based company who produces natural handmade hair and beauty care products. This company was founded in 1995 by Mark Constantine and Liz Weir. The company values providing fresh 100% vegetarian cosmetics to consumers, building relationships with suppliers. Lush believe in handmade products which can even consist of furniture present in their stores to save the environment from useless plastics bottles.
The company is against animal testing of the new products. They have also started Lush Prize in which they award $250,000 to scientists and researchers who work for animal free testing.
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