Comparing Extended Marketing Mix for Two Companies to Achieve Overall Business Objectives

This article compares the extended marketing mix for Lush and L'Oreal to achieve overall business objectives. It discusses the strategies used by both companies to increase profitability and achieve greater success. The article also evaluates the marketing tactics and tactical methods adopted by each company and provides recommendations for Lush to improve its marketing tactics.

MARKETING PROCESSES AND
PLANNING

Table of Content
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Comparing extended marketing mix for two companies to achieve overall business objectives3
CONCLUSION................................................................................................................................7
RECOMMENDATION...................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is one of those beneficial and essential operations that enhanced organizational
productivity, profitability and customer’s satisfaction. It has provided more benefits to
companies, when they have developed the best and most effective marketing tactics. By
developing the most influencing advertising and promotional campaigns, marketers have
generated more benefits than last few years or months. The current study will be based on Lush,
which falls under the top cosmetics organizations in the United Kingdom. The assignment will
explain comparison between two companies on the basis of marketing mix element implication
in order to achieve chose business objectives in effective manner.
MAIN BODY
Comparing extended marketing mix for two companies to achieve overall business objectives
Marketing mix is the best strategic framework that has been utilized in the context of
varied firms whether they are small or large, in order to achieve set aims and vision and to
sustain in the market where they have established their ventures (Satrio, Yunitarini and Rizqiani,
2021). Here, this model is applied in regard to Lush and L’Oreal which under the list of chosen
cosmetic brand the biggest rivals in the nation (Lush competitors & Alternatives, 2020).
Elements of marketing mix Lush Loreal
Product Chosen company is known for
its natural handmade body
care items, which enable it to
achieve strategic aims in
effective manner. It may
produce and sells each item
according to consumers need
(4 Ps Of Marketing -
Marketing Mix Definition &
Examples, 2021). Firm may
take strategic decision and
develop strategy to offer
quality goods in term of
considering individual
On the other hand, in order to
achieve set objectives, this
firm may adopt strategy to
enlarge its products portfolio,
according to which its
marketer and production
teams focus on increasing
number of items that they
may effort to sell by
considering hair, and skin
concerns. It may contribute
to increase profits margin
and enhance organizational

requirements and expectations,
which is quite essential for it
to do so.
productivity.
Price In order to gain competitive
edges and obtain more benefits
in bulk, Lush may effort to
select and use the best pricing
strategy such as premium
tactic, which enable firm to
sell variety of cosmetics
products according to market
demand and trend. With this
strategy firm may take
pleasure of increasing
visibility and generate revenue
more than others.
While, Loreal may utilize
penetration pricing strategy,
which allow company to gain
varied benefits that its
stakeholders may do not
expect to obtain from ever
(What Is Marketing Mix - 4 P
and and 7 P of Marketing,
2021). It my drive the
attention of this cosmetic
firm toward offering high
quality goods at a marginal
premium as compared to
other brands. It may always
bring about innovative across
its varied item divisions.
People For purpose of enhancing
consumer satisfaction and
achieving further objectives,
Lush may effort to train
existing workforce instead of
hiring new candidates. It may
drive their attention toward
enhancing employee’s
performance and productivity
level, which allow company to
sustain forever and gain
benefits in bulk, without
Unlike, Lush, Loreal may
also take initiative to serve or
offer the best products that
enable it to reach expected
outcomes. Company may
attempt to hire skilled and
talented workforce, who are
capable to produce each
cosmetic item according to
target market needs and
demand that play important
role in rapid growth &

dealing with major changes
that affect profits margin.
success.
Place For purpose of obtaining
competitive edge and
enhancing consumer
experience, Lush may effort to
establish its own stores in the
UK and across nation, which
contribute to attract more
customers as people prefer to
reach those destinations where
they find out all cosmetic
products according to skin and
hair concern (How to Use the
4 Ps of the Marketing Mix to
Sell a Product, 2021). It can
be said that customers also
prefer to visit nearby outlet.
Loreal may develop strategy
to offer or provide its items
in term of establishing own
stores in city centre where its
staff members may support
to take right decision to
individual consumer. This
strategy in return provide
many benefits to company in
term of enhancing customer
base, productivity and
operational effectiveness
more than last few years.
Process Lush may conduct effective
practice to reach set
objectives, in term of
developing strategy to build
strategic relationship with
those suppliers who are able to
conduct sustainable practices,
which may help to build its
excellent brand image in the
market and allow reaching at
global level, which is not that
easy for any firm to do so.
On the other side, Loreal
may take decision to select
those sales people that obtain
benefits to increase sales and
provide the same advantage,
to company that is beneficial
in varied terms. This process
is useful and effective in the
context of Loreal. As it may
open new growth ways,
which is essential for
stakeholders to grab
appropriately.

Promotion It is another element that Lush
may utilize in order to be
productive and stand
competitive in the market,
which is important and helpful
to. Its marketer may attempt to
utilize the best and most
effective digital marketing
tools such as social media
advertising channels like
Instagram, Facebook, etc. that
may help to generate the
excellent brand awareness.
On the other hand, for
purpose of brand as well as
products promotion, firm
may utilize the best faces of
celebrities, who may have
gained a lot of success and
people know. For example,
they may take approach to
assign a celeb who may have
number of followers. By
developing this strategy, firm
may gain benefit of
increasing sales and customer
base as well.
Physical evidence The existence of company in
more than 40 nations may
define its physical presence,
that play important role in
term of gaining customer
attention and providing natural
cosmetic items in bulk that
they may prefer to purchase
(The Marketing Mix and the 4
Ps of Marketing: The
Definitive Guide, 2021). Its
official websites and logo also
included in category of
physical evidences that firm
may utilize to attract
customers.
In order to show its physical
evidence, Loreal may utilize
its Land mark shopper Pulse
in the India and Hungary
along with EU with rest of
the world that define its
existence and also the
capability of organization in
term of producing and
offering range of goods. It
may have third party retailers
who may endor and stock the
firm majority of for being
sold through the top salons.

Evaluate marketing tactics and tactical methods adopted by each company-
From above comparison, it can be evaluated that both companies are developing the best
strategies, that enabled them to increase profitability and achieve greater success that no other
brand would do that. For example, for purpose of enhancing satisfaction level of customers, Lush
may effort to produce its products by using natural ingredients, which is not possible for each
company in the cosmetic world to do so. This strategy may contribute to success of company in
meeting its strategic aims and objectives (The marketing mix in marketing strategy: Product,
price, place and promotion, 2021). Furthermore, premium pricing strategy is as beneficial as
another, in term of supporting to gain competitive advantages in bulk and leading to generate
revenue more than last years or months.
Unlike Lush, Loreal in order to grow rapidly and be successful in the market or overall
industry effort a lot in term of conducting varied practices that may enhance its operational
effectiveness and contribute to be the best performer in the world of business. It may use
celebrities who are able to promote its products and gain the attention of new consumers that are
tending to buy these as their favourite personality may trust on that.
CONCLUSION
From above analysis, it has been concluded that by considering customer’s needs and
current market trends, organization has sustained its venture in the cosmetics world from longer
time. It has taken pleasure of increasing customer base continually and also obtain benefit of
generating revenue more than key rivals who are operating in similar market or industry in
effective manner. Furthermore, from above discussion, it has been summarized that with the help
of strategic decisions and effective strategies, firm has gained competitive edges in bulk and also
taken decision to expand its business in new profitable market where they will take similar
pleasure.
RECOMMENDATION
 The best way to be successful and stand competitive in cosmetic sector, is to conduct
market research by developing appropriate schedule or plan. It can be said that Lush can
learn & deploy this tactic in effective manner, while creating its marketing tactic for new
luxurious product line, which in return contribute to build its excellent and unforgettable
brand image in the market, that is not easy for any company to do so.

 Furthermore, marketer and other stakeholders can take approach to develop plan about
collecting feedbacks from previous customers to take their opinions in regard to luxury
cosmetic items that they prefer to purchase and expect to buy from their favourite as well
as trustworthy companies.
REFERENCES
Book and Journals
Kurniawati, S. and Kodrat, D.S., 2021. The Effect of Marketing on Consumer Loyalty to the
Cosmetic Business Beautyessence with Customer Satisfaction as an Intervening
Variable. KnE Social Sciences. pp.429-440.
Satrio, D., Yunitarini, S. and Rizqiani, N., 2021. Application of green marketing mix of beauty
products on sales through purchase decisions as intervening variable. Asian
Management And Business Review (AMBR). 1(2). pp.81-94.
Online
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