Marketing Analysis of Lush Cosmetics: A Comprehensive Report

This report provides a comprehensive marketing analysis of Lush Cosmetics, examining its strategies and approaches. The report begins with an overview of Lush, including its founding, product offerings, and core values, emphasizing its commitment to handmade, vegetarian products. It then delves into the company's mission and vision, highlighting its focus on quality and ethical practices. The analysis includes a detailed discussion of Lush's marketing strategies, incorporating the STP (Segmentation, Targeting, and Positioning) model to identify its target market and competitive advantages. The report examines Lush's segmentation based on geographic, demographic, behavioral, and psychographic factors, followed by a discussion of its targeting and positioning strategies, including its emphasis on digitalization and ethical values. Furthermore, the report explores Lush's marketing mix, covering product, place, price, promotion, people, physical evidence, and process. The conclusion summarizes the key findings and offers recommendations for future marketing efforts, such as offering products at affordable prices and using other mediums for promotion like social media. The report is supported by references to academic articles and online resources to provide a well-rounded understanding of Lush's marketing strategies.

Company Overview
• Lush is the cosmetics retailer in the
Dorset, United Kingdom.
• Founded by Mark Constantine.
• Deals in a selling shower gels, Soaps,
Shampoos, moisturisers etc.

Mission, Vision, Objective and Core values
Mission
• The products that is hand made with only use of vegetarian ingredients.
Vision
• Quality products and handmade with 100% vegetarian cosmetics.
Objective
• Aim to offer natural products.
• Prioritizing quality of their products.
Core Values
• Focuses on creativity and freshness.

STP discussion
• Strategic approach which is commonly used in the marketing
practices.
• Focuses on effectiveness while selecting the most valuable.
• It is the three step model that identify the right marketplace to
sell their product with the target customer.

Segmentation
•Geographic segmentation
•Demographic segmentation
•Behavioural segmentation
•Psychographic segmentation

Targeting
•Targeting
•Profitability
•Size
•Reachability

Positioning
• Functional positioning
•Experiential positioning
•Symbolic positioning

Lush’s marketing position
• Prioritizing Digitalization
• ‘Deli-style cosmetics’.
• Focuses on ethical values.

Marketing Mix
• Product
• Place
• Price
• Promotion
• People
• Physical evidence
• Process

Conclusion and Recommendations
Conclusion
•Marketing insight give the path of formulating various business activities.
•Organisation is using STP model for identifying the right market for the sale of the
product
•The marketing mix is used in putting right product in the right place by keeping right
price.
Recommendation
•For the firm to offer the product at affordable prices
•Using other medium for promotion like social media

References
 Eberhart, A.K. and Naderer, G., 2017. Quantitative and qualitative insights into
consumers’ sustainable purchasing behaviour: A segmentation approach based on motives
and heuristic cues. Journal of Marketing Management. 33(13-14), pp.1149-1169.
 Mkono, M., 2016. Sustainability and Indigenous tourism insights from social media:
Worldview differences, cultural friction and negotiation. Journal of Sustainable
Tourism, 24(8-9), pp.1315-1330.
 Online:
 About Lush. 2021. [Online] Available through: https://uk.lush.com/
Ribeiro, M. and et. al., 2016. New insights into wheat toxicity: Breeding did not seem to
contribute to a prevalence of potential celiac disease’s immunostimulatory epitopes. Food
chemistry, 213, pp.8-18.
Tandon, S. and Govindaraj, A., 2018. Decoding Digital Consumer Feedback: Customer
Intelligence Insights Through Unstructured Data Mining. In Social Media Marketing (pp.
113-120). Palgrave Macmillan, Singapore.
Plotkina, D., Munzel, A. and Pallud, J., 2020. Illusions of truth—Experimental insights into
human and algorithmic detections of fake online reviews. Journal of Business
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