Sephora Marketing Strategies - Doc

Added on - 21 Apr 2020

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Sephora Marketing Strategies1SEPHORA MARKETING STRATEGIESNameCourseProfessor’s NameUniversityCity (State)Date
Sephora Marketing Strategies2Table of TablesTable 1.........................................................................................................................................................6Table 2.........................................................................................................................................................7Table 3.........................................................................................................................................................9Table 4.......................................................................................................................................................10Table 5.......................................................................................................................................................11Table 6.......................................................................................................................................................13Table 7.......................................................................................................................................................14
Sephora Marketing Strategies3Sephora Marketing StrategiesIntroductionSephora was founded in 1969 under the name Shop 8. The company began by identifying a nichemarket of selling high-end makeup. When it began operating, Sephora was the only seller of thisproduct with the exception of department stores. Therefore, in the early years when the store wasformed, this was a brand new idea where the different Sephora stores sold makeup exclusivelyfor various brands. The concept spread among the people very fast, and Sephora became one ofthe most popular makeup stores(Ortiz, 2016).In 1999, the company launched its website Sephora.com. The company at this time offered atleast thirteen thousand products and more than two hundred brands. By the end of the year 2009,Sephora was reported to have nine hundred and eighty-six stores in twenty-three differentcountries and more than two hundred and fifty stores in North America alone. Currently, thecompany is operational in more than twenty-four European countries, and it has two hundred andeighty stores in the United States and Canada(Holson, 2017).The relationship that now exists between Sephora and JcPenney commenced in the year 2006.This partnership blossomed, and the number of Sephora stores located in the middle of JcPennyshops have increased considerably. The two have planned to ensure that by the end of this year,there will be more than six hundred and fifty Sephora stores operating inside JcPenney shops thatare in operation(Anderson, 2017). Apart from JcPenney, Sephora also collaborated with OPI in2008, XpressSpa in October 2010, and QVC in 2011.Aside from makeup products, Sephora also offers products of other different categories. Theseinclude; skincare products, men products, accessories, and other body and bath products. Such
Sephora Marketing Strategies4products include; Urban Decay, Nars, Stila, as well their Sephora collection that isexclusive(WILSON, 2016).The perception that Sephora has created in the marketplace is that it is a high-end beauty storewhich sells its products in retail and which offers designer products with knowledgeable andexpert advice from people who work in the beauty departments. The company also createdSephora University which is aimed at informing people are aspiring to be beauty consultants onall the essential beauty products that they need to know and understand about(Holson, 2017).This is also the institution where the company’s employees are trained.Sephora has employees who are experts in the beauty field. This aspect of expertise also comeswith the company’s brand name. There is a value added to the products that are sold to thecustomers. The beauty products offered by Sephora-being more expensive as compared to otherbeauty products-give the customers a feeling that they have reached their ideal selves and thisleads to aspirational shopping. The image the company portrays is perceived as being fashionforward when compared to that portrayed by their competitors(Ji, 2016). This is mostly becausethe majority of products that Sephora advertises are used in fashion shows, therefore, supportingthe notion that the company is a luxury and trend retailer of beauty products.This paper provides an analysis of the marketing issues at Sephora. The major issue that is facedby Julie Bornstein-the chief marketing and digital officer at Sephora as well as the company’svice president-is how two million dollars should be allocated to the marketing of productsthrough social media(Loeb, 2013). Alongside this issue, many other issues are considered withthe intention of providing solutions to optimize returns in Sephora in spite of the differentconstraints such as competition.
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