Strategic Marketing Management

Running Head: Strategic and Marketing Management 0
Strategic
Marketin
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Managem
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July 6
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Strategic and Marketing Management: 1
Table of Contents
Introduction......................................................................................................................................2
Case study........................................................................................................................................2
Strategy of Lush Cosmetics.............................................................................................................3
Social Network of Lush Cosmetics.................................................................................................4
Brand Value and Identity.................................................................................................................4
Influencer marketing........................................................................................................................5
Operational Activity........................................................................................................................5
Conclusion.......................................................................................................................................6
References........................................................................................................................................8

Strategic and Marketing Management: 2
Introduction
In this report, the study is conducted on the cosmetic and toiletries company Lush. The company
has the policy for not advertising its brand by any source or medium. The research is made upon
the strategies which are followed by them. In this report, the analysis is done on the background
of the company in which their operational functions which they are executing for maintaining
themselves for the existence in the market. This report has included the theories which are
implemented in the company which they are using against their competitors.
Case study
Background of Company: Lush Cosmetics Company was founded in 1997 in Poole, United
Kingdom. It was founded by Liz Weir, Mark Constantine, Mo Constantine, all the three partners
use their talent to develop and grow a company. Mark Constantine is a trichologist, and Liz weir
is a beauty therapist, they met in a beauty salon later on after 5 years they both decided to start a
business of selling natural hair and beauty products. In 2019 company introduced Lush Lab
application in which they provide the learning of machines and about artificial intelligence to
minimize the wastage in the packaging of the products. The company is mainly focused on Bath
bombs, soaps, facemasks, bubble bars, hand or body lotions. (Borges, dos Santos, & de Moraes
Hoefel, 2019).
Structure of Business: The structure of the company is not complex it is privately owned
company with the small number of shares which are also provided on invitation by them only;
Lush is completely based upon partnership which is limited. The company is working on the
policy of no advertising, company not believes in spending money on TV campaigns or
collaborating with celebrities for a brand ambassador. In the Holiday season of 2018, the
company Lush comes in the partnership with Drag-Queen an artist from RuPaul’s drag race, Kim
chi a Korean artist and Shea Coulee to introduce their new products by the photo campaigns.
They promote their products through the staff which is working over there through the strategy
which was entitled as ‘Random Acts of Kindness’ in this strategy they announced the giveaway

Strategic and Marketing Management: 3
of products on the special occasion with the celebration. Their belief is that the cost of the
product which they are selling is completely depending on the costs of the ingredient
Strategy of Lush Cosmetics
Lush cosmetics are working on the policy that they do not want to sell products only but they
want to bring revolution in the industry. On their websites, the about page is not available but
instead of that ‘Our Values’ section is available. They have highlighted 6 policies on which
company is working.
According to the statement of the Brand communication manager Natasha Ritz of Lush
Cosmetics, they do not focus on the advertisement of their products because they use their staff
for promoting their products and they are their customers as well. Basically, the staff of their
company buys the product and the company helps them by the communication department to
understand the message which is to be delivered amongst other people, they pamper their
employees or other staff members (Cvitanović, 2018).
Every staff member of Lush Cosmetics has vast knowledge about the products and they easily
guide the customer about using them and the appropriate product for their hair or face. This
builds trust in customers for the quality of the product. Each product of the company has a
sticker where the information of the person who made the product with the picture is mentioned.
It provides information about the product manufacturing date. This strategy helps customer to
understand that the products of the company are made by a human they are not made by the
machines (Janetos, & Thyparampil, 2019).
Staff Empowerment: Staff of the company plays a key role in the marketing of products; they
are the assets of the company. The members of the staff who are working over there have the
enthusiasm to work with the dedication and about the product of the company. Staff members
keep a smile on their faces while communicating with the customers it impacts a positive attitude
and good image on customers they feel themselves much comfortable. It builds a great
relationship between customer and company. The company suggested the staff that they may
offer samples of the product to the customer for helping them out so that they may try the
product and if they are satisfied with it they can come back and purchase the full-sized version of
a product (Moraes, 2018).