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Transcript

Presenters

Ryan

Ann

Gislaine

Tanvi

Sahil

Agenda

  • Situational Analysis
  • Target Audience
  • Creative Decisions
  • Media Plan
  • Scheduling

Agenda

Situational Analysis

Strengths

SituationAnalysis

  • Products with High quality

  • Environmentally engaged

  • Attractive, appealing and informative website

  • Stylish, unique and sophisticated products

  • Some products do not require packaging

Ann

Weakness

Weakness

  • Level of publicity compared to competitors

  • High prices for products

  • Because of word-of-mouth publicity, not many people are familiar with the brand

  • Limited brand notoriety

OPPORTUNITIES

Oppertunities

  • Consumers willing to spend

  • Product extension

  • Environmentally conscious consumers are increasing

  • Expanding the company’s demographic reach

THREATS

Threats

  • Competitive market

  • Competitive brands with a loyal consumer base

  • Competitors with good advertisement, revolutionised marketing strategies and promotional tools

TARGET AUDIENCE

Target Audience

  • Socially engaged
  • Busy lifestyle
  • Male / Female 25yrs and above
  • Single or Married
  • Income $35000+
  • Small to Metropolitan cities
  • Care about appearance

Communication objectives

Creative Decision

  • Lush Handmade cosmetics only use social media
  • To engage Environmental conscious people
  • To promote humanitarian rights
  • To promote animal rights
  • To keep the brand innovative and stylish

Strategies

• Wacky products with wackier names

Creative decisions

Strategies

Naked Packaging

Boring Displays

Lush location

Lush Location

Charity pot

Charity Pot

All proceeds from every Charity Pot sold (minus the sales tax, which goes to the government) are donated to deserving, grassroots organisations working to promote human rights, animal welfare and environmental protection.

Tactics

  • Putting environmental, animal and humanitarian element
  • 100% Vegetarian, handmade products
  • Lush is actively engaged with customers online
  • Strongly relies on word of mouth and influencers
  • Bigger, brighter Lush stores
  • Lush sometimes maker fake websites, to redirect people to their website

Tactic

Media Plan

Lush is using just on-line media for advertise/promote their products and theses channels are working well. So, the idea is still with the same channels, however, increase different approaches. So, Lush can keep the currents customers and achieve new ones. For do it, Lush will create the approaches bellow:

Media Plan

Youtube

Youtube: in this media Lush will be using influencers, to keep word-of-mouth campaign. Also, Lush will make videos showing, by the employees, how the products are made, and where they are made. “So, far more appealing than standard shopping experience.” (Gilliland)

Youtube

Social Media

 Facebook, Instagram, Pinterest, and Twitter: increase the contact with customers that have experienced Lush products by using hashtags as #lushtime. The idea behind this is building brand`s community, so the customers can share their experiences.

Facebook

Instagram

Pinterest

Thank You

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