Process of Growing and Strengthening Brands †MyAssignmenthelp.com

Question: Discuss about the Process of Growing and Strengthening Brands. Answer: Introduction: Lush Ltd. is a cosmetic company which was founded on 12 November 1995. The lush organization was developed by the Mark and Mo Constantine. It provides a variety of products in bath and body care, skin care and off beats gift ideas. All the products are homemade and it uses natural and ordinary elements. The selling prices of lush products are very reasonable. Lush stores are located in the major area and it is very specific about their areas and location. The team of the lush use segment market to attract the customers management. It gives ads and advertisement to increase the sale of the products and create a top image in the market (Tripathi, 2013). Lush uses the multi channel plans and policies and it does not have a customary marketing department. It also sells its products online and lush uses color codes to differentiate between natural products and ordinary products. The lush team is very creative and innovative, therefore, the team develops new ideas and thoughts to create ne w products. The company is very open minded and passionate about the new products and services. When the lush company launches a new product in the market, it tries to sell this product in the first 24 hours. It shows the brand personality like sincerity, excitement, sophistication, competence and honesty (De Chernatony, 2010). Lush produces various products such as shampoo, soaps, creams, shower gels, scrubs, moisturizers, lotions, masks and other cosmetics for the body, face, and hair. Its products are 100% vegetarian and lush includes vegetables, fruits, vanilla beans, rosemary oil, coconut and fresh papaya. Lush does not purchase products management from those companies who charge a high commission for the animal testing. They test their products on human helpers before selling the products in the market. Therefore, its products are made in the factories across the world including Canada, Poole, Dorset, Germany, Toronto, and Dusseldorf. Women and girls prefer the cosmetics and beauty products of lush. Thus, Lush is providing excellent cosmetics and beauty products to consumers. Now it can be said that lush has been able to be successful in catering to consumers personalities (Busatlija, Land Mathieu, 2014). We believe our products are good value, that we should make a profit and that the customer is always right this statement is true. Lush brand believes in good values of the products. The innovative products of Lush include dusting powders, bath ballistics, massage bars, solid body tints, shower jellies and solid perfumes. Customers can touch the products of lush and they can buy the products at reasonable prices. The company operates and manages more than 900 stores in 50 countries globally. There are various competitors of a lush company like the body shop, Weleda, and Organics cosmetic (Di, Y. Arbajian, 2014). All the competitors affect the business management of the company adversely. The company uses the external branding strategy to build equity among its consumers in the market. The main target audience of the company is women and the company is mainly working for women and girls. However, lush competitors such as Aubrey organics and the body shop which maintain broader target market and they also focus on the male consumers as well as females. Thus, lush should focus on the male consumer segment also to expand its business in the market. It is also popular for its unique and effective packaging which affect the behavior of consumers (Sahota, 2014). The several marketing mix strategies are used by the company to attract the customers in the market. Now a days the company is increasing its business day by day. It focuses on the consumers requirements, choices and behavior (Taylor, 2012). Recommendations have been given to lush through which the team of a lush company can improve the customer's experience and it can provide the better cosmetics and beauty products to its womens customers. They are discussed below: First, the company should understand and focus on the consumers behaviors, requirements, and expectations to increase the sale of the products. Therefore, it should make decisions quickly and provide fast services to its target audience. Lush should identify and evaluates the different types of customers and their requirements. The company should go the extra mile for the customers and it should take the feedback from the customers related to the products and services of the company. The company should maintain loyalty, honesty, and coordination with customers. In this way, the company can achieve the organization goals and objectives. Lush is a major player in the cosmetic industries so it should maintain the sustainability in the market (Wang, 2014). It should minimize and reduce the toxic components and replace them whenever possible. Lush should also produce the products for men so the company can increase its profit and revenue. It should make the sustainable and effective innovative strategies to attract more customers in the market and it should also improve the tailored and cosmetics products. Now it is concluded that Lush plays a significant role in the cosmetics and beauty products so the company should maintain unique brand personality in the market by producing the innovative products in the market (Sahota, 2014). References Busatlija, E., Land, M.B. and Mathieu, A.N., 2014. How could cosmetic companies use social media in times of crisis? De Chernatony, L., 2010.From brand vision to brand evaluation: The strategic process management of growing and strengthening brands. Routledge. Di, Y. and Arbajian, P., 2014. Understanding alternative choices of handmade cosmetics in the postmodern consumer society. Sahota, A. ed., 2014.Sustainability: how the cosmetics industry is greening up. John Wiley Sons. Sahota, A. ed., 2014.Sustainability: how the cosmetics industry is greening up. John Wiley Sons. Taylor, S., 2012. The Role of Visuals in Defining Fashion Lifestyle Brand Identity. Tripathi, S., 2013.Cosmetic product marketing in India vs. the United States. San Jose State University. Wang, J., 2014. Saving latex gloves from landfills: evaluating sustainable methods of waste disposal such as recycling, composting, and upcycling.