By Name Essay Example

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STRATEGIC MARKETING PLAN FOR 8KIEHL’S

STRATEGIC MARKETING PLAN FOR KIEHL’S

Strategic Marketing Plan for Kiehl’s

1Corporation

. Subsequent to its purchase by L’Oréal, the business grew from its one flagship store in Manhattan to over 30 stores at the moment. Furthermore, Kiehl’s sales have as well risen by fivefold, heightening to over $200 million in 2009 as compared to sales of $40 million in 2000. (Thompson, 2004, S14) was instituted as a solitary pharmacy in 1851 in New York City. Importantly, the company was in 2000 bought by the L’Oréal Group and presently has over 250 retail stores globally, and more than one thousand sale points. Contrary to its competitors in the cosmetics market, Kiehl’s is renowned for its unconventional marketing approach, remarkably enormous male customer’s base as well as its products’ trouble-free and simple packaging. L’Oréal a French based cosmetics as well as beauty company acquired Kiehl’s given that L’Oréal had trailed the acquisition of the company for over two years; however, the genuine catalyst for an agreement surfaced when Kiehl’s had intricacy dealing with the increasing volume of orders owing to the rising reputation of the company. In the first fifteen decades of the company, Kiehl’s just operated one store with its artifacts as well selling in stores like Harvey Nichols and Neiman MarcusNaughton (2006, 5)Kiehl’s is basically an American based brand retailer dealing with cosmetics, and essentially focuses in producing premium body, hair, as well as skin care products. Kiehl’s according to

2Strategic Business Unit

According to Bowman and van Calster (2009, 1057), Men have turn out to be more at ease with the concept of their skin, hair, and face deriving benefit from cosmetic products. However, there is a confusing heap of products out there apart from those of Kiehl’s; thus, making selection of the appropriate product somewhat overwhelming. Kiehl’s products are all designed for a certain role, but prior to men slathering on such toners and cleansers; therefore, Thornley et al. (2005, 1951) suggest that men should not overlook the vital aspect of their skin. Even if technically sunblock is not a not a cosmetic, Cliquet and Croizean (2002, 242) posit that is a supplement in scores of men cleansers. Therefore, Thompson (2004, S14) recommends that if the customers’ cleansers do not contain it, they should acquire a separate bottle, if possible one that contains SPF 15 and that is fragrance-free. All men desire to begin their day by cleansing their face; therefore, they should begin with a spotless palette, which Eder (2001, 12) thinks it is of extreme significance. Cleansers are basically designed to relieve the skin of pollutants, grime as well as dirt. By cleansing their skin, men can anticipate less outbreaks as well as a by and large fresher look. A number of notable men cleansers produced by Kiehl’s include Facial Fuel Energizing Scrub , Close-Shavers Shaving Formula 31-O, Facial Fuel, Men’s Alcohol-Free Herbal Toner, Ultimate Man Body Scrub Soap , Cross-Terrain All-In-One Refueling Wash, Facial Fuel Sky Flyin’ Foaming Multi-Gel, and Facial Fuel Energizing Tonic for Men. Essentially, the cleansers are available in nearly all continents, and they Sloughs away dead cells in the skin surface as well as other impurities. According to Sarac et al. (2007, 187), the cleansers are produced with highly efficient scrub particles to ease coarseness and assist break down rough facial hair for a quicker, easier shave. What’s more, the cleansers have a natural, refreshing blend of Menthol as well as Caffeine.

3SBU Situational analysis

Kiehl’s products are the most prevailing in the cosmetics market, and the company has a vital organisational as well as financial means to impose their cleansers in the male market. They follow a roll-over strategy near to the one that has been utilised in the female market. A number of brands are advantageous of a well-built reliability owing to the care market. This market according to Hansen, Risborg and Steen (2012, 478) has a number of benefits in the network of distribution such as spas, institutes, and pharmacies. In fact, Kiehl’s products exploit the experience and the integrity which typify pharmaceutical and care world, and might receive a determinant status in the male market. Undoubtedly, cosmetics sector is an extremely competitive market wherein scores of brakes exist. Certainly, companies like Kiehl’s must reflect about scale economies, high investments’ level and rules to succeed in this competitive market; therefore, innovation has always been a primary goal. Still, cost of communication and R&D are extremely high, and Kiehl’s could not invest a great deal, but the situation changed after being acquired by L’Oréal, which by then had a vital fame. Owing to its thriving past, L’Oréal has made it hard for novel market entrants to get a place. These days, men better presume their beauty’s desire, and most of them despise going to purchase cleanser, and that is why they borrow from their female partners. The cleansers distributors have been a threat to some extent given that the market shares of Kiehl’s brands are progressively growing. Even so, male cleansers in market stores are usually only shaving deodorants as well as products. L’Oréal’s who acquired Kiehl’s has an Executive Committee of 15 members, which in control of the company’s functional and operational divisions or key geographical zones, and is chaired by the Chief Executive Officer. 4

. (Naughton 2006, 5)Notably, customer representatives of Kiehl’s undergo rigorous training with regard to active ingredients properties utilised in various cleansers as well as their advantages. Further than their inflexible dedication to quality, Kiehl’s customer representatives are driven by a fervor that permits them to offer unmatched service well-known by the male customers. In the past few decades, Kiehl’s has offered counsel and recommended treatments for its male clientele. At present, Kiehl’s teams keep on offering customized courses that meet the entity desires of every client. The company has underlined their firm society roots for over three decades. The company’s mission is articulated by its dedication to support neighboring population, and for some years, Kiehl’s workers across the globe are engaged in charitable ventures to support relevant humanitarian causes, like research in HIV/AIDS, the children health as well as the environment

SBU Customers

5The modern man acknowledges the significance of maintaining a good-looking body. His connection to attractiveness is, as claimed by Nelson (2002, 98), at all times changing. He desires to according to Kumar et al. (2012, 39) is a day after day struggle to be and remain nice-looking. Kiehl’s understand that seduction is a vital weapon in the emotional life with regard to connections with others: employers, associates, or coworkers. It is definite that the seduction goes by a range of bodily competences, as the attraction, modishness or look, and it as well entails individual competences, such as humor. With regard to PESTLE analysis: legal aspects consist of competitive regulations, employment regulations, product regulation, and health and safety regulations. Such aspects can influence Kiehl’s in a lot of ways such as how the company operates; its overheads; and as well the products demand. Political aspects on its part can be described as what extent the government intervenes in the country’s economy. Particularly, this entails areas such as
political stability, regulations for pricing, contract enforcement legal framework, and taxation. Economic factors mostly influence the customer’s purchasing power, and so the more the product demand from the customer the more income to the company, simultaneously if no customers demand the products, the company will negatively be affected.

Bibliography

Bowman, Diana M, and Geert van Calster. 2009. «Flawless or Fallible? A Review of the Applicability of the European Union’s Cosmetics Directive in Relation to Nano-Cosmetics.» Studies in Ethics, Law, and Technology 2(3): 1056-1067.

Cliquet, Gerard, and Jean-Philippe Croizean. 2002. «Towards plural forms, franchising/company-owned systems, in the French cosmetics retail industry.» International Journal of Retail & Distribution Management 30(5): 238-250.

Eder, Rob. 2001. «Chain drug can learn a thing or two from Kiehl’s.» Drug Store News 23(10): 12.

Hansen, Torben, Marie Søndergaard Risborg, and Christina Donslund Steen. 2012. «Understanding consumer purchase of free-of cosmetics: a value-driven TRA approach.» Journal of consumer behaviour 11(6): 477-486.

Kumar, M, H Thippeswamy, K Raghavendra Swamy, and Anil Gujjari. 2012. «Efficacy of commercial and household denture cleansers against Candida albicans adherent to acrylic denture base resin: An in vitro study.» Indian Journal of Dental Research 23(1): 39-42.

Naughton, Julie. 2006. «Kiehl’s Goes To Extremes With New Cream.» WWD 191(107): 5.

Nelson, Elizabeth McGhee. 2002. «Why Every Department Needs a Strategic Plan.» Teaching of Psychology 29(2): 98-101.

Sarac, Duygu, YSinasi Sarac, Murat Kurt, and Emi Yuzbasioglu. 2007. «The Effectiveness of Denture Cleansers on Soft Denture Liners Colored by Food Colorant Solutions.» Journal of Prosthodontics 16(3): 185-191.

Thompson, Stephanie. 2004. «Kiehl’s Since 1851.» Advertising Age 75(44): S14.

Thornley, Andy, Yvonne Rydin, Kath Scanlon, and Karen West. 2005. «Business privilege and the strategic planning agenda of the greater London authority.» Urban studies 42(11): 1947-1968.

1
Julie Naughton. 2006. «Kiehl’s Goes To Extremes With New Cream.» WWD 191(107): 5.

2
Stephanie Thompson. 2004. «Kiehl’s Since 1851.» Advertising Age 75(44): S14.

23
Diana M Bowman and Geert van Calster. 2009. «Flawless or Fallible? A Review of the Applicability of the European Union’s Cosmetics Directive in Relation to Nano-Cosmetics.» Studies in Ethics, Law, and Technology 2(3): 1057.

4
Andy Thornley, Yvonne Rydin, Kath Scanlon, and Karen West. 2005. «Business privilege and the strategic planning agenda of the greater London authority.» Urban studies 42(11): 1947-1968.

5
Stephanie Thompson. 2004. «Kiehl’s Since 1851.» Advertising Age 75(44): S14.

6 Rob Eder. 2001. «Chain drug can learn a thing or two from Kiehl’s.» Drug Store News 23(10): 12.

37
Duygu Sarac, YSinasi Sarac, Murat Kurt, and Emi Yuzbasioglu. 2007. «The Effectiveness of Denture Cleansers on Soft Denture Liners Colored by Food Colorant Solutions.» Journal of Prosthodontics 16(3): 187

8Torben Hansen, Marie Søndergaard Risborg, and Christina Donslund Steen. 2012. «Understanding consumer purchase of free-of cosmetics: a value-driven TRA approach.» Journal of consumer behaviour 11(6): 478.

49
Julie Naughton. 2006. «Kiehl’s Goes To Extremes With New Cream.» WWD 191(107): 5.

510 Elizabeth McGhee Nelson. 2002. «Why Every Department Needs a Strategic Plan.» Teaching of Psychology 29(2): 98.

11
M Kumar, H Thippeswamy, K Raghavendra Swamy, and Anil Gujjari. 2012. «Efficacy of commercial and household denture cleansers against Candida albicans adherent to acrylic denture base resin: An in vitro study.» Indian Journal of Dental Research 23(1): 39.