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PR Proposal - LUSH

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by

mona mekawy

on 5 April 2014

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Transcript of PR Proposal - LUSH

PR plan proposal
- About LUSH
- Ethics and Values
- Situation analysis
- Marketing Strategies
- Goal / Mission


Lush is a fresh handmade cosmetics company created by Mark Constantine and Liz Weir. They have been working on producing and selling natural hair and body products since 1970. In 1994, they officially opened a small Lush store in Poole, England. It introduced new natural bath products to the public such as; bath bombs, shower bars and massage bars. In addition to a variety of handmade products for body, hair and skin care. All of which made out of 100% vegetarian and natural ingredients, avoiding any harsh chemicals or animal fats. The company experienced an instant success in England that it branched out to 800+ stores in 51 different country.
"we believe that our products should be effective, fun and safe for you to use"

Lush's founders and creators are very strict about their policies, they are against animal testing and refuses engaging with any suppliers that test its products on animals. They need to ensure the purity of their ingredients, where they come from and how they are made. Thus, they send their buyer all over the world to suppliers from Ghana, Morocco, Papua New Guinea, Vancouver, Costa Rica and the Colorado Rockies to find the most sustainable and ethical ingredients. Sustainability is their main goal, 90% of their packaging is made from post consumer recycled (PCR), recyclable and biodegradable materials. In addition, they eliminate palm oil from their products, since due to its increasing demand it causes deforestation of ancient rainforests and impacts climate change. As it is a main ingredient used in processed food, soaps and cosmetics.
Strengths
- Fresh, handmade product, in addition to being unique and appealing.
- Strong values (sustainable responsibility, against animal abuse)
- Organic high quality products.
- Attractive brand name and image.
- Gained customer loyalty. (frequent purchases and increasing recommendations)
- Efficient experiential marketing in stores (the fresh irresistible smell)
- Good revenues and funds.

SWOT
Weakness
- High price which can be an obstacle for customers.
- No traditional adverts, it relays on word of mouth.
- Few distribution points in each country
- The strong smell could be repulsive for some people.
- Low market share.

the land of consumerism: Marketing in the UAE
The UAE is known for its consumerist culture, we can find almost every well known brand avaliable in malls. It is a great attraction for expacts and tourists. The Department of Tourism and Commerce Marketing (DTCM) reported in March that in 2013 an increase of 10.6% was shown by 11 million tourists checking in Dubai hotels. (that is 1 million more guest than in 2012). Dubai attracts millions of tourists each year during several occasions and mainly shopping festivals. It has gained its temple of consumirism reputation and lives up to it".


Opportunities
- Increasing demand for organic products since 2004.
- Increasing willingness to pay.
- Consumers' growing concerns about health.
- Consumers' increasing interest in environmental issues and companies' CSR.
- High demand for handmade and natural products.

Threats

- Large number of competitors in the market (in terms of concept or price range)
- Industry regulations, regarding health or the environment.
- Frequent innovation is necessary to remain competitive.
- Consumers may doubt Lush's sincerity, about its values and manufacturing process.
Product placement
Marketing Strategies
The internet has become a great platform for advertising nowadays. LUSH has a few traditional advertising policy. Their marketing strategy relays on word of mouth; spreading the word about the brand through reviews by youtuber and bloggers. The goal is to increase online recommendations by customers to show their satisfaction with the products, because they are unbiased users. In the UAE we can follow the same strategy spreading the word through popular local bloggers and Youtubers as well as trending a hashtags to start a conversation. (Such as, #LushKitchen)
Lush founders aim to use their shops as a platform to shed light on social and environmental issues Lush ran several public awareness campaigns such as, Sea Shepherd Conservation Society, Rainforest Action Network and Palm Oil.
In addition, the limited editions' revenue goes to aid action groups and charities. Charity Pot is a hand and body lotion created to raise money and awareness for these charities and projects. They donate 100% of the price (minus the taxes) to small grassroots organizations.
100% Not tested on animals
100% Vegetarian
81% Vegan
69% Preservative-free
44% Unpackaged
Executive Summary
THe Public's current opinion
The public aware of LUSH, always expect the same good quality of the products (freshness and design)

The brand gained good reputation due to the product's high quality, customers developed loyalty that is seen in repeated purchases.

A large number of the targeted markert may not be aware of LUSH, its products, values, or its events.
LUSH & Competitors
Organic cosmetics industry is not very large, however LUSH does have competitors (such as, Origins, Aubrey Organics, l'Occitane, The Body Shop)

What makes LUSH unique, is its strong values and identity, high end products, attractive products and pleasant smell.

LUSH holds more events than the other shops and launches special festive products.However, the public may not be awar of LUSH's wide range of special editions.
LUSH & the Market
Target Audience
Core Target: Women 18 to 40 years old with a modern urban lifestyle, intrested in healthy organic choices, concerned about envirnomental issues and product safety.

Secondary Target: Men in relationships, and as of recently men have become a target introducing men's personal care line.


1) The brand's weakness could deliberately help build a place for it in Dubai's market. Since we live in a country of such a touristic attraction, consumers will seek trying out unfamilar brands to them. While others might be familiar with LUSH as it gained popularity from many other countries.

2) No traditional advertising policy: Social media plays a huge role in the advertising process, hence customers will be approachable in different ways (through facebook, twitter, instagram and LUSH TIMES application) . This process was proven to be succeful in other countries and online engagemnet with customers has increased purchases. In addition, word of mouth is a great technique because almost everything that happens in Dubai gains popularity through it.

3) Increased interest and concern about health and product safety nowadays.

4)Tactics:
- press releases
- events in store (for example, consumers can come in to customize their own products, while providing them with organic material and teaching them how fresh products are created)
- during local and global celebrations limited editions will be produced to attract customers for example (Christmas, Easter, etc. )
Why is LUSH suitable for DUBAI?
By: Mona Mekawy
Popularity on Social media
FaceBook
Instagram
Twitter (Canada)
Twitter (UK)
"Happy people making happy soap"
Products are fresh handmade everyday in LUSH Kitchen. LUSH UK has created this kitchen in their factory, they invite customers to see how they make the products in addition to providing exclusive new editions.
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