Lush Limited Marketing Analysis

This assignment examines the strategic marketing of Lush Limited. It delves into market segmentation, targeting specific demographics like environmentally conscious consumers, and positioning Lush as a provider of high-quality, ethically sourced cosmetics. The analysis covers product, pricing, distribution (including online and physical stores), and promotional strategies employed by Lush.

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student:
Name of the University:
Author Note:

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Table of Contents
Section A.........................................................................................................................................3
Market Analysis and STP of Lush Limited.....................................................................................3
Market Segmentation.......................................................................................................................3
Geographic segmentation............................................................................................................3
Demographic segmentation.........................................................................................................3
Psychographic segmentation.......................................................................................................4
Behavioral segmentation.............................................................................................................4
Target Market..................................................................................................................................4
Positioning.......................................................................................................................................4
Reference List..................................................................................................................................6

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Section A
Market Analysis and STP of Lush Limited
The study properly explains about STP of Lush Limited in the current marketplace.
STP of Lush Limited
Segmentation Women Cosmetics
Targeting Lush Limited targets women who are inclined
towards maintaining vegan lifestyle
Positioning The Positioning Statement of Lush Limited is
“Happy people making happy soap”
Market Segmentation
Geographic segmentation
Lush Limited is one of the cosmetics retailer companies that operate in 500 location and
38 countries (Lush.com 2017). The company has retail stores in most of the metropolitan
markets. Therefore, climate cannot be considered as predominant option that needs to be taken
into account.
Demographic segmentation
Most likely younger generation tends to purchase cosmetics for using it on daily basis.
Lush Limited operates in luxury goods sector where they keep their prices higher and location of
retail stores are in high-end retail area (Sheth and Sisodia 2015).

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Psychographic segmentation
From social perspective, customers are segmented from middle class to upper class. Here
the lifestyle of the customers is like they are achievers, strivers as well as survivors (Lush.com
2017). The personality of the customers is more likely to be thoughtful by nature at the time of
purchase and not by compulsion in their action.
Behavioral segmentation
The Company segments those customers who use the product on daily basis and also for
occasions as they provide special occasion product line for important occasions such as
Christmas products and Easter (Hollensen 2015).
Target Market
The current target market of Lush Limited will comprise of people who thinks alike and
aligns with the environmental and ecological choices (Lush.com 2017). Lush Limited will be
targeting customers from high-end income groups where the customers are not price sensitive
and willing to pay any price for high quality products. These customers only desire to purchase
products that is best in quality and for that they can pay any price even.
Positioning
The company positions the products that involve providing most expensive product or
service as well as advertising that provide high quality and provide prestigious products to the
customer. Lush Limited sell products such as soap with better ingredients as well as more value
where the customers shows interest in paying price and become loyal customer on purchase of

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products in the near future. 4 Ps of marketing include Product, Price, Place and Promotion
(Lush.com 2017).
The product offered by Lush Limited is fresh natural ingredients, charity pots, and
product lines for vegans, friendly staff members, freshly made cosmetics as well as
environmentally friendly packaging and healthy products (Lush.com 2017).
The place where the company operates in mail order, multi-channel strategy, online as
well as high-end shopping areas
Lush Limited promotes their products through advertising, public relations, direct
marketing, sales promotion as well as personal selling (Lush.com 2017).
The price of the products of Lush Limited is more as compared to its competitors and
neatest supermarkets. Honesty is one of the significant values that are believed by Lush Limited.
The company offer fair prices for the clientele as it is unbiased by a fair net profit margin for the
business enterprise (Lush.com 2017).

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Reference List
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Lush.com. 2017. Lush Fresh Handmade Cosmetics. [online] Available at: http://www.lush.com
[Accessed 17 Oct. 2017].
Sheth, J.N. and Sisodia, R.S., 2015. Does marketing need reform?: Fresh perspectives on the
future. Routledge.