Marketing Portfolio: Strategies and Analysis for Lush Company

This portfolio provides a comprehensive marketing analysis of the Lush Company, examining key aspects such as market research, product development, promotional strategies, place management, and pricing objectives. The portfolio begins with an introduction to market research, detailing its process and importance. It then delves into Lush's product offerings, specifically focusing on their face masks, and explores product life cycle management and the Boston matrix. The promotion section covers strategies to build brand image and drive consumer purchases. The place section discusses distribution strategies and the role of marketing in the supply chain. Finally, the portfolio explores pricing objectives and tactics, including penetration pricing. The analysis includes a questionnaire designed to understand market trends and consumer behavior, providing valuable insights into Lush's potential for expansion and customer preferences.

PORTFOLIO FOR MARKETING
BASED ON LUSH COMPANY

Table of Contents
Portfolio 1........................................................................................................................................3
1...................................................................................................................................................3
2...................................................................................................................................................3
3...................................................................................................................................................4
PORTFOLIO PAGE 2-....................................................................................................................5
1- Introduction to product...........................................................................................................5
2- Application to selected organization.......................................................................................5
PORTFOLIO PAGE- 3....................................................................................................................6
1- Introduction of promotion.......................................................................................................6
2- Application to Lush company.................................................................................................6
PORTFOLIO PAGE-4.....................................................................................................................7
1- Introduction to place...............................................................................................................7
2- Application to Lush firm.........................................................................................................7
PORTFOLIO PAGE-5.....................................................................................................................7
1- Introduction to price................................................................................................................7
2- Utilization to Lush company...................................................................................................8
REFERENCES..............................................................................................................................11

Portfolio 1
1
Market research is the process or set of process which directly connect with the producer,
customers and end users of a marketer who use this information in order to identify the
marketing opportunities (Brace, 2018).
Through market research, an individual may easily take a decision and also determine the
customer needs, wants and develop strategy when it examine any loopholes. Also, the market
research assist to improve the selling activities of a firm and use for sales forecasting.
2
Market research process is six step process which represent how the company should
accomplish the defined aim and objectives. These steps are:
 Define an opportunity
 Develop marketing research plan
 collect data
 analyze the data and findings
 Put research into action
 make a decision (Sarstedt and Mooi, 2019).

Through the market research, Lush company generate an opportunity i.e. to open new
store in Southampton and for that primary research is conduct through which regular cosmetic
customers are selected who assist to determine the market trend of a company (Martin and et.al.,
2017). Further, the company determine the findings and then take actions accordingly .
3.
A questionnaire is that research instrument which consist of different questions with a
purpose of collecting information from a respondents. The below questionnaire is designed
through Survey Monkey by following the link <
https://www.surveymonkey.com/create/sm=RBG_2FoE9vVOaM_2BNxdu98qatDQ_2BnmqVB
aVfNmhks8DUDE_3D>

PORTFOLIO PAGE 2-
1- Introduction to product
 A product is the things offered for sale, it can be a physical in form and made at a cost.
Most goods are tangible items such as mobile phone, produced for specific target market.
Face masks is the product of Lush company (Pugazhendhi and Yankovich, PayPal Inc,
2016).
 Organizations need to know more about marketing of their products because it helps to
promote goods with effective advertisement plan. Marketing informs their consumers
about goods they offer to them with quality. With the help of get knowledge about
marketing companies can generate revenue more than past few years.
2- Application to selected organization
 Face mask is the main product of Lush organization, they also offer range of skin care
and cosmetic products to consumers. The core of this product, is that it help to refine skin
pores, it benefits skin and help to diminish fine line (Astrachan and et.al., 2018).
Augmented is any non-physical parts of good. For example the warranty date of this face
mask mentioned at back of the box.
 Product development is the concept of formulation of totally new goods that satisfied the
needs of consumers, is also included modification of a current product. LUSH company
focus on product development procedure, and produce according to the needs of target
market.
 Product life cycle management refer to managing or handling of range of products as it
moves through typical phases of their lifespan. Development, introduction, growth,
maturity and decline stage of product life cycle is related to Lush company because they
can follow it.
 Boston matrix is one of the best model will be used by Lush company which help them
analyse their portfolio of brands, it is utilized in business and marketing strategy. Lush
company manage and use this matrix by following all phases. Firm chose individual
product, then define market, calculate relative market share and calculate market growth
rate and then draw circles on matrix.

PORTFOLIO PAGE- 3
1- Introduction of promotion
 Promotion means sharing and spreading information about specific product or services, it
is a most essential part of marketing (Heath, 2018). This includes public relation and
publicity, help to promote items in marketplace to gain attention of consumers. It happens
when marketing department of organizations is offering coupons and discounts to its
consumer in order to generate brand awareness. It helps to increase customer base and
increase sales rather than before.
 Firms need to know about promotion of services or goods because it helps to build brand
image in marketplace and drive consumers towards purchasing specific product. It is the
key component in putting across benefits of goods to people. Organizations need to know
about this concept because it helps them to use it in effective manner.
 Carefully developed and designed promotion marketing mix provide many benefits to
business as it helps to reach target audience, increase sale and achieve short and long
term aims of companies related to product marketing. By developing promotion
marketing mix plan, firms can raise their productivity higher, it helps to generate revenue
and profit margin more than competitors available at same sector.
2- Application to Lush company
 Promotion strategy is created and designed to persuade and inform target consumers
about particular good. The different combination of marketing, sales promotion, personal
selling and social media used to promote a good is called promotional mix. Lush
company can make their product promotion strategy in order to gain attention of
consumers, that increase its sales and profitability. Promotion strategy is used to aware
customers about face mask offered by company.
 Advertising is one of the best promotion tool, Lush organization can use this tool to reach
their target market. It defined as any form of paid communication for face mask.
Company can use social media sites and other digital platforms for marketing their
product, it is used by many firms with same purpose.

PORTFOLIO PAGE-4
1- Introduction to place
 Place means a specific location or particular area usually occupied by something. It refers
to point of sales, place is the key element of success (Ito, Okabe and Anderson, 2017). In
every sector, catching the attention of consumers and making it easy for them to purchase
product, is the main of good and effective place or distribution centre. Place refer to
where goods or services are offered and sold out to people.
 While developing marketing mix, companies need to know about the concept of place
because it helps them to set specific and better place strategy. It is one of the most
important component of marketing mix that help firm to gain attention of target market.
Without understanding this concept, Lush company cannot be able to create effective
marketing mix.
2- Application to Lush firm
 Place management is the procedure of making and designing places and outlets better in
every aspect of profit. Lush company can chose the best and right location for their store
around population area. Organization operate their business in more than 44 nations all
around the world and manage outlets with skilled people. They had more than 1000
outlets all over the globe (Andrews and Taylor, 2017).
 Marketing function play vital role in supply chain of company, it helps through keep
balancing procurement by offering important demand information and developing
effective relationship that aid improve efficiency of Lush company supply chain
operations. Marketing department help to generate awareness about product of above
firm in target market place, it helps to generate more revenue and increase sales of goods
rather than before.
PORTFOLIO PAGE-5
1- Introduction to price
 Price refer to value that is put for a good or services, it depends on cost of manufacturing,
segment targeted, capability of market to pay and host of other direct factors. Price
defined as amount of money required, expected or give in payment for quality products.
 Organizations need to know about marketing their goods at right price because it helps to
gain attention of target market and increase its sales more than competitors. By getting

knowledge about right pricing strategy Lush company can achieve great success. Price is
essential to firm because it represents and add value for consumers.
 Benefits Lush company get from developing price marketing mix in term of increasing
consumers base. With the help price marketing mix, company can sustain for longer
within competitive market as they drive new consumers and retain the older one for long
time.
2- Utilization to Lush company
 Pricing objectives are aims that guide firm in setting cost of their product to their existing
and new consumers (Yuliantine, Indasah and Siyoto, 2018). For example, increasing
profit, sales volume, deterring competitors and matching business rivals. Pricing
objective of organization is to generate revenue and increase their sales ratio.
 There are different types of pricing methods available, that can be used by company to set
price of their good. Cost plus pricing, target return, sealed bid, cots plus and mark up
pricing are the pricing method, company can chose one among all the three according to
product quality.
 Three types of pricing strategies accessible, includes price skimming, penetration pricing
and premium pricing. Lush organization can use penetration pricing strategy that increase
consumer based and profitability (Jedidi and Heil, 2019). This strategy includes setting
price of face mask higher than similar goods. It helps to generate high sales that permit
company to consider economies of sales and low margin cost.
 Pricing tactics include temporary price cutting and other financially inspired sales
strategy to support increase sales of product offer by Lush company in short term period
to consumers. Organization can use penetration pricing tactic in order to gain competitive
benefits.

Questionnaire
1. How frequently you visit the cosmetic company?
 Daily
 weekly
 twice a day
 once in a month
2. How do you get information about any new product and services of a company?
 Through social media
 Through newspaper
 through email
 your friend or relatives
3. Do you research the most before purchasing any product?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
4. Did online research on a any product influence your decision?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
5. What is your preferred brand for purchasing any face mask?
 Lakme
 Maybelline
 Lush
 None of these
6.What influence your purchasing with regards to cosmetic product?
 Budget
 quality
 quantity
 All of these

7. Do you shift towards another brand when the same product offer by another company at low
rate?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
8. What actually attract you to buy any cosmetic product ?
 Packaging
 Low price
 good quality and quantity
 None of these
9. Do you think companies should start focusing to introduce herbal products in market?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
Justification: The above questions are designed in order to determine the actual market
trend in Southampton so that when Lush Company will expand its business in this city, then it
will be easy for the company to attract customers. Also, this questions provide a basic idea of the
quoted firm related to provide new products, marketing strategy, customers perception and the
factors that affect their buying decision. So using this questionnaire, Lush company examine the
how much customers are willing to pay for the products which will be offered by Lush company
in future.

REFERENCES
Books and Journals
Andrews, J.L. and Taylor, J.E., 2017. Keeping Adult Education in the Mix: Using the Marketing
Mix to Foster Viable and Sustainable Graduate Programs for Adult
Learners. International Journal of Technology and Educational Marketing (IJTEM). 7(1).
pp.26-37.
Astrachan, C.B and et.al., 2018. Branding the family firm: A review, integrative framework
proposal, and research agenda. Journal of Family Business Strategy. 9(1). pp.3-15.
Brace, I., 2018. Questionnaire design: How to plan, structure and write survey material for
effective market research. Kogan Page Publishers.
Heath, S., 2018. System and method for using impressions tracking and analysis, location
information, 2D and 3D mapping, mobile mapping, social media, and user behavior and
information for generating mobile and internet posted promotions or offers for, and/or
sales of, products and/or services. U.S. Patent 10. 127. 564.
Ito, M., Okabe, D. and Anderson, K., 2017. Portable objects in three global cities: The
personalization of urban places. In The reconstruction of space and time (pp. 67-87).
Routledge.
Jedidi, H. and Heil, O., 2019, July. PRESTIGE PRICING IN MARKETS FOR LUXURY &
PREMIUM PRODUCTS. In 2019 Global Fashion Management Conference at Paris(pp.
636-649).
Martin, G. and et.al., 2017. Lithium market research–global supply, future demand and price
development. Energy Storage Materials. 6. pp.171-179.
Pugazhendhi, B. and Yankovich, S., PayPal Inc, 2016. Augmented reality product instructions,
tutorials and visualizations. U.S. Patent 9. 336,541.
Sarstedt, M. and Mooi, E., 2019. Introduction to market research. In A Concise Guide to Market
Research (pp. 1-9). Springer, Berlin, Heidelberg.
Yuliantine, T., Indasah, I. and Siyoto, S., 2018. Analysis of Marketing Mix Characteristics of
Marketing Factor 7P (Product, Price, Place, Promotion, People, Process, Physical
Building) to Patient Satisfaction of Inpatient Patient Hospital Muhammadiyah Ahmad
Dahlan Kediri City. Journal for Quality in Public Health. 1(2). pp.50-57.