Lush Cosmetics: Global Marketing Strategies for Canada's Marketplace

This report examines Lush Cosmetics' global marketing strategies, with a specific focus on entering the Canadian market. The analysis begins with an overview of Lush's brand, products, and services, highlighting its strengths and market position. The report then delves into proposed strategies for entering Canada, considering the needs and characteristics of the target market and how they might differ from existing consumer bases. It explores various marketing approaches, including product analysis, target market considerations, and the application of Porter's generic strategies. The report also discusses the use of theories like self-image and consumer innovator theories to understand consumer behavior and influence purchasing decisions. Furthermore, the report compares alternative strategies considered and discarded with those adopted, providing a comprehensive view of Lush's approach to international market entry and ethical considerations. Finally, the report emphasizes the importance of ethical practices and sustainable supply chain management, concluding with recommendations for enhancing brand performance and commercial sustainability in the global marketplace.

GLOBAL
CONSUMERS AND
MARKETPLACE

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Section 1...........................................................................................................................................3
an organisation which is strong and established in one or more markets..................................3
Analysis why it is currently strong, referring to its brand, products or services, .......................3
SECTION 2......................................................................................................................................5
Propose strategies for your chosen organisation to use when entering one specific country for
the first time................................................................................................................................5
Consider the needs and characteristics of the target market ......................................................6
how these might differ from the needs and characteristics of the consumers ............................6
Compare alternative strategies which you chose to discard with those which you chose to
adopt............................................................................................................................................7
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Global marketing identifies the marketing world wide by doing global operations,
providing the opportunities for reaching to the global goals and objectives. Global market also
provides the area to study used by the general management that helps to do market the products
and providing the solutions and giving the services to the consumers in the local market place.
This global market is also helps to grow the efficiency of the organisation. Now in the context of
lush brand the marketing entries strategies in the new country Canada, will be discussed further.
MAIN BODY
Section 1
an organisation which is strong and established in one or more markets.
The well known organisation which is strong and established is the brand Lush. Lush is
the cosmetic brand that is established in 1995, Poole by (UK) by trichologist mark Constantine
and beauty therapist Liz weir Adepoju, 2021). Although the product Lush is 100% vegetarian,
get proved after animal testing and this is also a completely handmade product. Also Lush have
900 stores in all over the world in 49 countries and out of this 250 stores are in the USA. Lush
includes the following product line- like bubble cars, body scrubs, shower jellies, as per the
needs of the customers.
Analysis why it is currently strong, referring to its brand, products or services,
Lush is very fast in moving forward their business, this brand has very different idea in
comparison to other countries. The brand wants their products to be really fresh, so that company
get success in attracting the customers. The company have power to get focused on the things
that is really important for the company (Haeder Weimer, and Mukamel, 2019 ).The lush is
totally focused to giving benefits to their customers. Also the brand is using the communication
mix for communicating with their customers:
design of communication-with the new features and layout of the communication twitter
have made this so easy for the brand to showcase their products and also shows their brand
personality by several images and colours. Each and every brand is using the high quality and
images for showcasing of their products and services.

Lush is really one of the famous and the organic cosmetics brand that have a strong
presence across all over the 50 countries. On these social media sites like Facebook, twitter, as
well as Instagram. Lush also creates their contents as high quality to promote their products.
Therefore, practising these things can helps to make the authentic customers relationship. The
vision of the brand is to introduce the ethics into the digital market and also know about the
work on how the Lush wants to do focused on the digital platform (Hussein and Hassan 2018 ).
As well as the digital department of the Lush is being able to respond quickly and helps to
provide information and feedback to the customers particular problems.
There are different theories are applied in the organisation for attracting and influencing
the customers is as follows during purchasing the products and services of the organisation.
Lush and self image- there are 2 commodities of the customer, when the customer is visiting the
stores and buying the products. Firstly, there is socially conscious customer, that is conscious
about their beliefs and cultures. According to their social norms the customer can purchase the
product. These are the type of customers believe in their actual self image is their social self
image, they do not go beyond their social rules and regulations. The second, type of customer is
the social follower customer. These customers have motive to adopt the social causes as they are
progressive and the popular, and believe in the broadcast of the social media. They believe in the
self image that belongs to ideal social image.
Lush and Freudian theory- as the Lush product range is sensual, aromatic, colourful
and textural, the sensual nature of the product shows that how the company can fulfil the
consumer desire to look good. This process influence the customer and made the decision for
buying the product easily. The targeted market is aware from the social aspects, that have
realised that excess consumption of non-essential products have the negative impact on the
company.
Consumer innovator theory-consumers innovators are peoples who wants to try a new
products. As the lush is a very sensual product among the customers. So, the customers are also
very open minded and enthusiastic for purchasing the new products. When the new product
launched into the market, this will sold out in the 24 hours (Ingawale and Gurav, 2018 ). This
helps to generate the best seller products into the market and satisfy the needs of the customer by
providing them the best hand made products. This build the image of the company into the eyes
of the customers.

SECTION 2
Propose strategies for your chosen organisation to use when entering one specific country for
the first time.
The lush have different strategies for entering into the the new specific country Canada
for the first time is as follows:
Current product analysis Lush- lush current products are the bathing soaps and
shampoos. This current price is used by the price skimming strategy to fix the price of the
products (Kumar and Mohan, 2021 ). This strategy helps to set the prices high in comparison to
the competitors. This strategy also allows the company to recover the cost of the production
before the competitors launch the similar product in the market.
Current target market- target market approach helps the lush cosmetics, that includes the
form of viral marketing or the viral advertising to reach their target customers. This decision is
made by the peoples who have experienced with products and services of the company.
Porter's generic strategies are used for the marketing strategy that provide uniqueness to
their customers for purchasing the product of the lush. There are the following factors that work
according the porter's generic strategies. This strategy is discussed further in context of lush
marketing strategies. Bargaining power of buyers- in this strategy the buyers are looking for the trusted
brands, lush has the great value in the ethical aspects and also have the strong corporate
social responsibility. Although, the product of the Lush are quite expensive as compared
to its competitors. Bargaining power of suppliers- in this bargaining power the value of ethics are really
very important for the brand, because there are very less suppliers present in the market.
Although, there is high cost of switching the suppliers. So there is lots of bargaining
power of the suppliers.
 Threat of substitutes- the competitors is selling their similar products in less price in
comparison to lush. The consumers have get benefit because the product is present in
every supermarkets and also available on the cosmetic stores. The lush contains the
strong unique selling preposition, that makes their products different from others.

Consider the needs and characteristics of the target market
As the organisation is lush, that is a very well known cosmetic manufacturer and retailer.
The product specialization is creating and selling the products that is environment friendly and
the hygienic products (Lee and Choi, 2019). The company is famous because this produces the
product by the hand, and provide the product that is made from the completely organic product.
Now, further discussion in context of the target market of the Lush:
 The target market of the lush-the lush target market contains, the people who have strong
value of ethics and a variety of ethical issues. These are the issues that induce the right of
the animals. The company is get focused on the environment, and provide the chemical
free product. This is clear to say the company is self centred for their '' appearance'' and
hygiene. Although,the target market mainly consists women, who are under the age of
30. these group of age are mostly focused to purchase the goods from the company, that
are socially responsible. For the reason women's are willing to pay extra for consuming
the better quality of goods. This segment of the product seems profitable. So, the
company is get focused to continue this product line, for the better success and
improvement of the organisation.
how these might differ from the needs and characteristics of the consumers
Every firm is focused in ethical, there are many risks include in the marketing business as
ethical. As, many of the customers have believe in the ethical products but many of the peoples
do not believe in these products. Because, now a days youth believes that there is no standard for
all the products that is natural and ethical. Sometimes, the product does not gives the solutions at
the time, the youths wants the instant glow on their face, and this will not possible sometimes,
the reason sometimes customers refuse to buy the products (Long-Tolbert and Lai, 2018 ). There
was also an ethical issues happened, includes the environmental reporting of the toxic
substances, chemicals, these are some of the reason that distracts the customer point of view.
Some of the customers, characteristics is they believe the cost of the product is quite high
according to their quality. Also, some of the customers willing to purchase the product because
their brand name, but they have different needs and desire for the product. Sometimes going
ethical, can also change the mind of the customer. Due to the product effectiveness because this
works really goods, so the believe that they are using chemicals for the product.

 the organisation, its brand, its performance, and its commercial sustainability for the
sustainable supply chain, the company has promise to may come in the form of the more
effective process, this reduce the operation cost and provide the better and the new
suppliers of the partnership. There is the advantage for the consumer for upgrade the
transparency of the supply chain management. That is being involved for the product.
The social media platform that helps the users to graph the sustainability of the way that
is begin from the resources to the customers. The way of mapping the supply chain
digitally is as discussed further-
 Predicting demand- the company have relevant idea, for managing the platform with the
help of social media activity. And this can help to analyse the demand of the product.
 Improving assortment planning- because customers are using the social media on the
frequent basis, and this help the company to talk about regarding the social media (,Long-
Tolbert, and Lai, 2018 ). This helps in planning and assortment of the product for the
future purpose.
Use theory and academic sources critically to underpin your recommendations.
The theories are applied in the organisation for attracting and influencing the customers.
 Self image theory- this theory generally uses by the organisation for making the self
image of the company, but the recommendation of these theories that either creating the
self image the company have to do focus on enhancing the quality of the product.
 Consumer innovator theory- this theory generally do focus on the innovation of the
consumer needs and demands, then accordingly design the product but in my
recommendation influence them by providing actual quality of the products.
Compare alternative strategies which you chose to discard with those which you chose to
adopt
the alternative marketing strategies that lush have to choose to adopt is as follows-
 new product development- the production team of the lush has innovating the products
and then give the education to the peoples (Melewar,and Skinner 2018 ). This helps the
customer to choose the products according to the needs of the customers, this can
influence the customer perception towards the products.
 Lush offers good values- lush product is also priced less than the products in comparison
to their competitors and also provide the quality of the products.

CONCLUSION
From the above conclusion, global marketing identify the needs of the customers also involves in
buying and selling of the products. This report also includes the various strategies of the products
which helps to influence the customer needs and demands. Also given the recommendation about
why using this strategies, and how this will affect the consumer needs and demands and also can
change the preview of customers. Although , this is the assessment of the brand performance as
well as the sustainability supply chain used for the customers. Therefore this report contains
every information of the consumer and the brand lush and how this brand creates the image on
the eyes of the customers.

REFERENCES
Books and Journals
Adepoju, A., 2021. Critical Evaluation and Recommendations for Achieving Big Data Analytics
Success at a Global Consumer Packaged Goods Company (Doctoral dissertation,
Wilmington University (Delaware)).
Haeder, S.F., Weimer, D. and Mukamel, D.B., 2019. A consumer-centric approach to network
adequacy: access to four specialties in California’s Marketplace. Health Affairs, 38(11),
pp.1918-1926.
Hussein, R. and Hassan, S., 2018. Antecedents of global brand purchase likelihood: Exploring
the mediating effect of quality, prestige and familiarity. Journal of International
Consumer Marketing, 30(5),
Ingawale, V.S. and Gurav, Y., 2018. An Analytical study of Consumer Awareness in respect of
Their rights and Responsibilities. International Journal of Innovative Knowledge
Concepts, 6, p.5.
Kumar, N. and Mohan, D., 2021. Consumer Perception and Purchase Intention Towards
Refurbished Smart Phones: A Circular Consumption Perspective. In Global Challenges
and Strategic Disruptors in Asian Businesses and Economies (pp. 270-284). IGI Global.
pp.288-303.
Lee, C. and Choi, G.G., 2019. Effects of Global Consumer Culture Positioning versus Local
Consumer Culture Positioning in TV Advertisements on Consumers’ Brand Evaluation
and Attitude toward Brand. Journal of Korea Trade, 23(8), pp.89-109.
Long-Tolbert, S. and Lai, T., 2018, June. Brand Emotions: Establishing the Emotional Lexicon
in Failed Consumer Relationships: An Abstract. In Academy of Marketing Science
World Marketing Congress (pp. 683-684). Springer, Cham.
Long-Tolbert, S. and Lai, T., 2018, June. Brand Emotions: Establishing the Emotional Lexicon
in Failed Consumer Relationships: An Abstract. In Academy of Marketing Science
World Marketing Congress (pp. 683-684). Springer, Cham.
Melewar, T.C. and Skinner, H., 2018. Territorial brand management: beer, authenticity, and
sense of place. Journal of Business Research.