Marketing Strategies for Lush: Evaluation and Introduction of New Product

RUNNING HEAD: Marketing Strategies
Marketing Strategies
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Marketing Strategies 1
Executive Summary
The paper evaluates details about the company Lush and its marketing strategies. The part one of
the report explains the description of the company, level of competition present in the industry. It
also explains the internal as well as external analysis of the company. The second part of the
report explains the introduction of new product for the company. Lush aims to inaugurate natural
face and body cream for new born babies. It explains the placement of the product in front of
right type of customers in the market. Thus, Lush should make use of good promotional
strategies and expansion strategies to promote the product in the market.
Content

Marketing Strategies 2
s
Introduction....................................................................................................................................................1
Company Description....................................................................................................................................1
Environmental Analysis.................................................................................................................................2
Strengths....................................................................................................................................................2
Weakness...................................................................................................................................................3
High Cost of Retailing..........................................................................................................................3
Low Volume..........................................................................................................................................3
Unable to match up...............................................................................................................................3
External Analysis.......................................................................................................................................3
Opportunities.........................................................................................................................................3
Threats...................................................................................................................................................4
Evaluation of Current Marketing strategy.....................................................................................................4
Organizational Competitive Advantage.........................................................................................................5
Part 2..............................................................................................................................................................6
Product rationale and specification................................................................................................................6
BCG Matrix...................................................................................................................................................7
Segmentation, Targeting and Positioning......................................................................................................9
Marketing objectives and goals.....................................................................................................................9
Marketing Mix.............................................................................................................................................10
Product.....................................................................................................................................................10
Price.........................................................................................................................................................11
Place........................................................................................................................................................11
Promotion................................................................................................................................................11
Conclusion...................................................................................................................................................11
References....................................................................................................................................................12

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