Advertising Should Be Done in an Ethical Way - 618 Words

Advertising is the indispensable way a brand promotes itself, but the imperative way to do this is in an ethical way. It is essential to reach out to the audience in a way, which doesn’t hurt their feelings or get to them in a negative way. When a commercial gets a negative review it eventually gets banned from being aired, as the viewers find it ‘offensive’ or have their very plausible reasons for it and moreover the main essence of the ad has vanished. Some commercials are banned for apparent reasons, while others are not very evident. Are these the reason an ad gets banned? How will the audiences taken in the message? This is not something one would think about while creating the ad as they would be unseen or overlooked upon. Censoring what the public sees, leads us to question how much of what we see, are they fact or fiction? It also might lead the audience to assume a wrong meaning, which wasn’t meant to be conveyed. It is simple, what one may see as humorous the other would find it offensive. Usually commercials are banned as they might contain some sexual content, which cannot be viewed by some group of audience, another reason might be due to religious or cultural reasons or due to the product itself, like the commercial for cigarettes are banned from being aired due to the obvious reason. Companies need to constantly engage of right and wrong in order to create catchy advertisements. Companies need to have a relentless check on the right and wrong, does andShow MoreRelatedBAN ON TOBACCO ADVERTISEMENT IN INDIA800 Words   |  4 PagesBAN ON TOBACCO ADVERTISEMENT IN INDIA In 2004 the government of India banned tobacco companies from advertising their products and sponsoring sports and cultural events. The objective was to discourage adolescents from consuming tobacco products as well as empower the government with the power to launch an anti tobacco program. . 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Obedience Is the Bottom Line of Christian Life - 1257 Words

Obedience to authority is everywhere. Whether it is a student obeying the teacher, citizens following the laws or a child obeying his or her parents, there will always be a scenario of obedience to authority. There are different levels of obedience ranging from a group of people following their leader, such as on a sports team, to extreme religious cults. The word obedience come from the Latin word Obaudrie, which means to listen well. Obedience is defined as compliance to the plan; conformity to the pattern; observance of the rules; loyalty to the standards and submission to anothers will. Obedience is carrying out the given direction cheerfully and quickly. Obedience is the bottom line of the Christian life yet it plays a vital role in the formation of character of a person. Obedience is part of the foundation of society. Without obedience, nothing would exist but chaos and confusion. Human individuality is often undermined by the blind obedience humans feel towards those in positi on of power. In order for humans to maintain their individuality and a stable society, a balance between obedience and independence must be found. To obey means doing what God says in the timing and manner that He says to do it. We must then know what His instructions are. We cannot comply with something we do not understand. The Holy Spirit assists us in relating Gods commands to our situation and helps us determine the wise choice. The true meaning of obedience has changed over the course ofShow MoreRelatedChrist in Discipleship1731 Words   |  7 Pagesfor all Christian discipleship. There are many ways to disciple someone, but there is only one means of discipleship. 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Reading a Work in its Materialist Essay Example For Students

Reading a Work in its Materialist Essay Reading a Work in its Materiality: C. L. R. James Toussaint LOuverture / The Black JacobinsThis seminar paperas part of a broader project of theorizing the materiality of language, literature, reading,is a consideration of a particular literary work in its materiality. Specifically, the paper reads C. L. R. James play The Black Jacobins, an earlier version of which was staged in 1938 as an intervention in the debates around the Ethiopian crisis. That first version of the play, under the title Toussaint LOuverture, was performed in London in 1938 with Paul Robeson in the title role. The revised and re-titled version is included in The C. L. R. James Reader, published in 1992. I am interested in explaining the plays materiality. I believe that this is neither merely a matter of the experiential impact of that particular run of performances by a Black actor legendary for his stage presence and powerful voice, nor a matter of the use of the various theatrical devices to achieve particula r effects. These matters will be discussed, but as I regard materiality to be a matter of the material relations, this papers reading of the play will emphasize the social relations of labor, both those depicted in the play and those which conditioned its very production as a cultural work. My two-fold aim in this paper, then, in reading the play in its context, is to critically discuss what it means to read a work (that is, a text, a play, a performance, a discursive intervention, a cultural production,) and its context materially, and thus to begin to develop an effective theory of materiality and reading. The paper begins with a definition of the context of the play, taking into account that to define context is already to read. This is true of all reading, of course, but as I try to show, such context-reading is necessary for developing a coherent and reliable understanding both of the text which is read and of the context in which reading has emerged as a social possibility. The question of the emergence of the historical context of reading (that is, of education, literacy, printing,) is important to consider in postcolonial studies, as it has always been a field for reading and theorizing the relationships among various forms of discourse. For example, the difference(s) between orality and literacy, or speech and writing, are familiar and important points of discussion and debate in postcolonial studies specifically and in cultural and literary studies generally. After providing historical context and reading the play in some of its detail, I will address these points of discussion as a means for clarifying further what reading materially means and why it is important. Anna Grimshaw, editor of The C. L. R. James Reader, a project on which she consulted with James, writes that Toussaint LOuverture was staged at Londons Westminster Theatre as an intervention in the debates surrounding the Ethiopian crisis (5). What was the nature of this crisis? The crisis had to do with the Italian annexation of Ethiopia (or Abyssinia) in 1936. W. E. B. DuBois characterizes the relevant events in his historical work The World and Africa: When the British seized Egypt to secure the Suez Canal they occupied the Sudan ; they had designs on Ethiopia, but hesitated to follow up their victory over the Emperor Theodore. When the Sudan revolted, the British egged on Italy to annex the highlands of Ethiopia. Italy tried this but was soundly beaten by Menelek at Adowa on March 2, 1906 . The allies promised Italy to give her Ethiopia after the First World War, but failed to do so. Italy, affronted, attacked Ethiopia in 1935. The League of Nations failed to restrain her and Britain and France refused Ethiopia arms. Italy annexed Ethiopia, with Churchills approval. The Emperor, Haile Selassie, took refuge in England. (268-269)The crisis, which like all crises is a manifestation of contradiction, is succinctly expressed by DuBois in these last two sentences, which portray England as both the supporter of the Italian annexation of Ethiopia and the refuge of its emperor-in-exile. How can one country, England, or indeed the League of Nations to which all nations involved belong, be on both sides of the issue? Here, then, is the contradiction, which is ultimately a contradiction at the heart of the modern nation in class society and indeed in the colonial relations which have developed as modern class society has developed. England supported the colonization and modernization of Ethiopia as long as it did not pose a threat to its own colonial interests in the area (such as Sudan, Kenya, Somalia,); however, England had an interest in maintaining good relations with Ethiopia through its leader and thus provided refuge. Further, what goes for England at this point largely goes for the League of Nations as well. As both DuBois, writing just after the war, and James, writing just before it, state, the League is little more than a front for the British imperialist class. The crisis over Ethiopia was in part a crisis over what sort of nation Ethiopia was going to bea free and independent nation or a nation subject to external ruleand in part a crisis over what sort of world would be created in the middle of the 20th Century. Haile Selassies 1936 speech to the League of Nations set this out as a binary choice: either collective security or international lawlessness (Ethiopia). As t he actions of Mussolini, emboldened by Hitlers own unchallenged actions in Europe, represent international lawlessness, and as collective security is a supposed goal of those who would abide by international law, this comment seems to be right on the mark. However, as James points out in his 1936 essay Abyssinia and the Imperialists, this is a false choice within the global relations of imperialism, because the imperialists rewrite or skirt the law at will when it is in their interests to do so and they are interested in collective security only as an ideological illusion that masks the incredible savagery and duplicity of European imperialism in its quest for markets and raw materials (Grimshaw 63). James recognizes that this quest is never-ending. For him, the resolution of the crisis is not more of the same so-called assistance to a weaker nation (qtd. in Grimshaw 64). To the contrary,The only thing to save Abyssinia is the efforts of the Abyssinians themselves and action by the great masses of Negroes and sympathetic whites and Indians all over the world, by demonstrations, public meetings, resolutions, financial assistance to Abyssinia, strikes against the export of all materials to Italy, refusal to unload Italian ships etc. (66)That is, in the context of imperialism, what the people of Abyssinia/Ethiopia must do is act in their own interests and not in the interests of the imperialists. This is so because the crisis is at root a crisis of the conditions of life. Are the lives of Ethiopians going to be determined by Italian or British or other imperialists and their agents, or are Ethiopians going to determine their own lives by struggling against imperialism and establishing conditions of lifethat is, conditions of laborwhich are also the conditions of freedom in community? The only thing, as James puts it, is action to end imperialism. This is the conclusion James draws, a conclusion based on his study and knowledge of the historical events he dramatiz es in his play Toussaint LOuverture / The Black Jacobins: the slave revolts in San Domingo and the Haitian war for independence. In discussing the slave revolts in The World and Africa, DuBois emphasizes that It was this revolt more than any other single thing that spelled doom not only of the African slave trade but of slavery in America as the basis of an industrial system (65-66). James interest in these events of the 1790s and early 1800 has to do with the way in which they show slaves to be agents of history, rather than mere subjects of others actions who had to be liberated. The slaves who actively made revolution owed much of their success to the fact that they had been disciplined, united and organized by the very mechanism of factory production (James xvii). That is, the very institutions by which slaves were exploited for colonial gain were also the means by which slaves were enabled to revolt. James is interested in how a mass of slaves, in these conditions, can also pro duce leaders who will can shape the mass into a collective capable not only of making revolution but also of forming a society, a country, a nation. Further, James is interested in the lessons to be learned from the successes and failure of Toussaint LOuverture, the first leader of the ex-slaves, who is ultimately superceded by Dessaline, whose view of the relationship of Haiti to France, or of the ex-slave to the former master, is crucially different. LOuvertures believes that France, in the spirit of Libert! Egaliti! Fraterniti!, has brought about the end of slavery and thus that France intends that the ex-slaves should be free and equal brothers with the French. As such, rather than independence, what the Haitian people need is the help that only France can give (Grimshaw 101). Dessaline believes no such thing, as he knows that the French did not end slavery, but rather that the slaves in freeing themselves are in the process of making the end of the institution of slavery, and t hus what the Haitian people need, what their very actions in struggling to end their enslavement show they need, is independence, the severing of all ties with their former masters, by every means available. This opposition of views is the key aspect of the intervention that James stages in London in 1938. Dead Men Do Tell Tales EssayThe sequence of the slaves working and singing in silhouette, three times freezing, then emerging as more than shadows into the brief forest scene, and then leaving the stage before Toussaint appears, works quite well as a tableau of the conditions of life in slavery and a narrative of the emergence of two kinds of potential leader. Dessaline takes up the words of the slaves song as a battle cry, while Toussaint muses over words in a book. Already in the Prologue, the whole of the dramatic action is laid out, and the play can commence with even those in the audience who have not studied the slave revolts having now a sense of where the play is going. The play dramatizes the events of 1791 to 1803 with clarity and efficiency, while giving characters significant monologues and dialogues to clarify the views that James wants the audience to consider. Toussaint speaks many times through the first two-thirds of the play, eloquently making the case for creating a free, equal, and brotherly relationship with France. This is in fact the sort of view that James seeks to intervene in. As Governor, Toussaint is critiqued for this view by Moise, a General who faces execution for betrayal. Moise states, until you cut yourself off from all the symbols of colonialism and slavery and be truly independent, you will remain just an old man with a dream of an impossible fraternity. James stage directions indicate that these lines stun Toussaint and that Dessaline looks at Toussaint as if seeing him for the first time (96). After Toussaints fall from power, a fall brought on finally by the error of not listening to those calling for independence, D essaline, who takes up the position of Emperor of Haiti and vows to kill those who had enslaved his people, ends the play with a return to Moises final words and Toussaints inability to accept them. Then, uneasily, he calls for music for dancing, as the representative of British trading interests waits on one side and the ex-slave and General Henri Christophe waits on the other. These two figures, as well as the drums of the crowd outside, give an indication of the future that awaits the free and independent imperial state of Haiti, and a set of relationsthat of the private interest which seeks to control resources and labor, which is opposed by the peoples interest which struggles for self-determinationwhich also condition every state in the metropole and the colonies and characterize the Ethiopian crisis. In this paper, I have been trying to show that to read this play in its materiality is to read it in terms of the labor relations that condition it as a work. There are, of course, other ways to discuss the materiality of a work, and here I briefly entertain a few of those encountered in some of our reading on the postcolonial. I should note that these views are not special to postcolonial studies but in fact emerge as alternatives, if not oppositions, to the way of reading advocated here. Among these are a few notions of materiality of bodily or physical presence, as well as that of the immediacy of speech. For some, the materiality of James play is a matter of physical bodies moving in space; that is, drama as embodiment or dance. The material impact on the audience member is both a matter of the perception of familiar and unfamiliar bodies interacting on stage, as well as the sighting of famous bodies and other bodies. In the case of Paul Robesons appearance on stage, his material presence as a very well-known Black actor adds the heft of fame and racial difference to the performance. This notion of materiality as physical presence is a way to account for aesthetic or intersubjective experience, but this leads only to immanent readings and not to the sort of intervention in reading which James seeks in his work. Regarding the immediacy of speech as opposed to the mediations of writing as a form of materiality, this too is a way to try to account for a sense of presence or absence, in this case the presence of meaning in hearing a voice as opposed to the absence or indeterminate meaning of silent words on a page. Helen Gilbert writes that drama has long enacted the intertextuality of oral and written forms, and that it did so well before the poststructuralist and semiotic interventions of Derrida and Barthes, among others (Tiffin and Lawson 99). Nonetheless, the distinction between speech, including the performance of written speech in plays, and writing, co ntinues to be made. For instance, Edward Kamau Brathwaite, in Nation Language, addresses the importance of the noise of speech, the sound and the song that are part of the total expression of speech, but are largely missing from writing (Ashcroft et al. 312). Brathwaite sees speech and, more to the point, oral tradition, as having a fuller materiality than do writing, reading, and the tradition of literature, which rely on technology, not simply the body and the community. As opposed to the social interaction of the speaker and the audience, who influence the oral work by responding, Brathwaite regards reading to be an isolated, individualistic expression (312). However, this is an understanding of reading which focuses on an appearance and not the reality of reading. Reading is social, that is to say, material; it depends on the development of literacy, education, printing, publishing and distribution of books, and it depends on a set of labor relations including the labor involved in printing and educating people, for example, as well as the break from labor, the leisure or the time to study, for reading. Readings materiality is in the social relations that make reading possible; it is not simply a matter of an experience or an appearance, but rather exactly that which seems to disappear in the act of reading. Reading James play in a book and attending a performance of it are in many ways different experiences; however, materiality is not the experience but rather the material relations that produce and condition that experience, the relations that both enable and limit it. To effectively read the play in its materiality, as I have been arguing, is to read it not simply as an intersubjective, aesthetic, or intertextual event, but rather as a representation of the actual material relations which are both the limits and the conditions of possibilitythe material contextof the representation itself, that is, the labor relations that not only determine the direction and shape of history but the character of the representations of that history. ?Works CitedAshcroft, Bill, Gareth Griffiths, and Helen Tiffin. The Post-Colonial Studies Reader. London and New York: Routledge, 1995. DuBois, W. E. Burghardt. The World and Africa. Enlarged edition. New York: International Publishers, 1996 (1965). Ethiopia. Country Studies. Library of Congress. 1991. ;http://memory.loc.gov;. 4 December 2003. Grimshaw, Anna, ed. The C. L. R. James Reader. Oxford UK and Cambridge US: Blackwell Publishers, 1992. James, C. L. R. The Black Jacobins:Toussaint LOuverture and the San Domingo Revolution. New York: Penguin, 2001 (1938). Tiffin, Chris and Alan Lawson. De-scribing Empire: Post-colonialism and Textuality. London and New York: Routledge, 1994.

Marketing Plan Lush Cosmetics Essay Example

Marketing Plan Lush Cosmetics Paper This marketing plan will introduce the steps which will help to take Lush cosmetics forward in the year July 2010 to June 2011. The plan will analyse Lush cosmetics current situation (internal and external threats, suppliers and customers attitude and Lush’s main competitors). The plan will then introduce a year’s tactical decisions which will take Lush cosmetics forward. 2. 2. Lush cosmetics history Lush cosmetics produces handmade cosmetics using organic fruits and vegetables, essential oils and safe-synthetic ingredients in all their products. They are against the use of animal fat in their products; In addition to that they are also against animal testing and perform tests solely with volunteers (people). In 1994 the founders Mark and Mo Constantine opened their first Lush store in Poole in the UK where the companys headquarters is today. We will write a custom essay sample on Marketing Plan Lush Cosmetics specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Marketing Plan Lush Cosmetics specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Marketing Plan Lush Cosmetics specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Today Lush has now more than 600 stores in 43 countries and has targeted 1000 stores in the future. Lush cosmetics produces and sells a variety of handmade products, including face masks, soaps, bath bombs, bubble bars, hand and body lotions and hair treatments. 2. 3. Purpose of the Marketing Plan This marketing plan is to help Lush cosmetics to increase sales, revenue, profit and increase customer awareness in the coming year. This will be done by improving on the sales and marketing tactics on the existing products. 1. 4. Lush Cosmetics Mission Statement Lush cosmetics produce handmade cosmetics using organic fruits and vegetable, essential oil and natural ingredients. Lush cosmetic is strongly against animal testing and uses volunteers for their products testing and do not trade with companies that test on animals. Lush do not package its products and if they have to then only in recyclable packages. Lush do not spend money on adverts or pay famous people to advertise their products. The only adverting Lush does is mailing the Lush Times (their own news papers) to customers and give out to shoppers, all the people in the lush Times are employees and customers. Also Lush has cut off intermediates and trade direct with its suppliers to offer them the best price and have also form partnership with some suppliers to supports the environment. Lush supports campaigns such as environmental issues, conservation of the natural world, animal welfare and human rights and spend about 2% of its profit on supporting charities. 1. 5. Lush Cosmetics Market Lush is trading in the cosmetics market and offers its customers organic and handmade quality products with no added scientific chemicals and none of the ingredients is tested on animals. Lush products are popularly known for its strong smell, freshness and its unique shapes and forms like cheese, cake or jelly. Lush cosmetics believe in equal opportunity for all and therefore employ anyone regardless of the cultural background, Lush trades only with suppliers who do not test products on animals and trade with main suppliers to cut off any intermediary. Lush cosmetics do not have a specific customer base they sell to anyone but most of their customers tend to be young age females. Lush cosmetics is an ethical company, the company’s philosophy is to protect the environment therefore all their products are not packaged if any the recyclable package is use. Lush also campaign against air pollution and therefore aim to air-freight less than 5% of its raw materials. It has also advised its entire staff not to take any UK mainland domestic flight when on business trips. Lush saves energy by using solar panels to heat water, doing Carbon Trust energy survey to reduce energy consumption and replacing its old machines with more energy efficient ones. 1. Situational Analysis 2. 1. Current Products Analysis Lush cosmetics current products are bathing soaps and shampoos, shower gels, jellies and scrubs, facial and body skincare, haircare, fragrances and spa. 2. 2. Product Description All Lush products are handmade using natural ingredients such as cocoa, Shea butter, and natural preservatives. 2. 3. Current Pricing Lush cosmetics is using a price skimming strategy to price their products. This strategy means the products prices are set high compared to their competitors. This strategy allows them to recover their sunk cost quickly before competitors bring similar products on the market. . 4. Current products prices The bath emotibombs, bath ballistics, bath malts, soaps and shower jelly products are in the price range from ? 1. 90 to ? 5. 00 per/100g. The shower gels, shower smoothies prices are between ? 5. 50 to ? 15. 00 per/250g. The skin and hair care products are sold in the price range of ? 5. 00 to ? 15. 00 per/100g. The solid fragrance price is between ? 4. 95 to ? 6. 25 per/10g. The karma and vanillary atomiser are sold between ? 21. 95 to ? 25. 95 per/30g and the other karma and vanillary products are sold between ? 2. 95 to ? 1. 25 per/100g. 2. 6. Current distribution Lush products are sold only in Lush shops and can also be ordered online (Lush website). 2. 7. Current promotion Lush cosmetics products are advertised only in Lush magazine (The Lush Times), online (Lush website) and display in show case in Lush shops. 2. Current Target Market Analysis 3. 1. Target Market approach Lush cosmetics uses a form of viral marketing or viral advertising to reach its target customers. This is made by people who have experienced their products and then spread it by word of month. They have also joined social networks such as facebook and messages are spread very quickly on such networks. Lush also have customer forum where people join to share their experience with products with one another. Lush have shops across cities and high streets, therefore the strong smell attracts many shoppers into the shop. Lush also produce a Lush Times which is mailed to registered members and also available to pick in shop for free. This strategy is to keep regular customers up to date of the new products and also give window shoppers something to remind them of Lush. Lush cosmetics have targeted a niche market producing high quality cosmetics with natural ingredients for all target groups who wants to spend a bit more for their well being. Lush cosmetics have also targeted the gift market where it have very high sales in occasions such as Valentine’s Day and Christmas where everyone want something extraordinary for their love ones. Lush have the strategic advantage over it competitors of being different compared to its competitors (being handmade, having unique shapes, batch produce, strong smell, natural and ethical). (see Porters Generic strategies). 3. 2. Porter’s Generic Strategies StrategicTarget| Strategic Advantage| | | Uniqueness perceived by customers| Low cost position| | Industry wide| DIFFERENTIATIONLushBody shop| OVERALL COST LEADERSHIP L ’real, Max factor, | | Segment only| FOCUSNo. 7, Fashion fair, Bobbi brown,| 3. 3. Demographic profile Although Lush cosmetics products are not the cheapest on the market, the customers base range from all age group, different social backgrounds, gender and all income classes. This is because of the quality, uniqueness and natural ingredients that attribute to their products. 3. 4. Target Customers Lush products are used in everyday life, Lush targets all and sundry. Lush also targets those who shop on special occasions such as Christmas or Valentine’s Day because of the unique shape, design and smell of the products. Lush products are rated as premium and quality products in the cosmetics market (see product position map). 3. 8. Product Position map Premium Price Body Shop LushNo. 7 QualityStandard L’Oreal Boots amp; ASDA St. Ives (99p Shop) Own Brand Low Price 3. 9. Customer Attitude Many customers associate Lush products with teenagers and middle age women and many with the perception of being too expensive. Most customers attitude towards Lush change after they use the product. Customers who are familiar with Lush products regard the products as value for money because Lush uses natural ingredient. A number of their customers also buy from them because they support their campaigns such as against animal testing, Fair Trade and charity supports. Loyal Lush customers purchase through the usual channels that is online or at the shop. They also receive a regular update on new products (Lush Times). Other customers purchases on occasions such as Christmas and Valentine’s Day as gifts for family and friends. There are also customers who walk in due to the locations of the shops (on high streets) or the strong smell of the products drives them in. Lush does not have a big customer base compared to most of its competitors such us L’Oreal, but Lush’s regular customers have associated with Lush not the brand but quality and value for money. (see table below) 3. 10. 1. Customer satisfaction Satisfaction with various beauty retail brands, December 2009 Base: All internet users aged 18+ who have ever visited the brand 3. 10. Purchasing process Lush cosmetic has a criterion a supplier has to have before they will trade with the supplier. Anyone who wants to trade with Lush must not test its products on animals. Lush travel direct to its suppliers to see the conditions the suppliers are living under. It has also form partnerships with most of its raw material suppliers in countries such as Africa and Asia to support those farmers and pay them fair prices for their products, through this they can control them and stop the environment from destroying. Lush cosmetic trade with the suppliers direct, Lush does not use any intermediary when purchasing raw material, this is to ensure suppliers get a fair price for their products and also support these suppliers. Lush is very selective about its supply network, they do not trade with distributors who test products on animals. 3. 11. Market size and Forecast Due to the recession there has been a decline in consumer confidence in the cosmetics market which has led to a fall of about 7% in sales in the first quarter of 2009. That said, there is some anticipation that the sector will recover in the near future (see table below). 3. 8. 1 Size and Forecast Beauty Retailing UK January 2010 Sector Size and Forecast| | UK: Health and beauty retailers’ sales, 2008-14| | 2008| 2009 (e)| 2010 (f)| 2011 (f)| 2012 (f)| 2013 (f)| 2014 (f)| |   |   |   |   |   |   |   |   | | Health amp; beauty specialists (? bn)| 4. 14| 3. 85| 3. 95| 4. 07| 4. 2| 4. 33| 4. 45| |   |   |   |   |   |   |   |   | | All retailers (? bn)| 254. 7| 260| 264. 5| 270. 2| 276. 5| 283. 2| 289. 9| |   |   |   |   |   |   |   |   | | Health amp; beauty as % of all retail sales| 1 . 63| 1. 48| 1. 49| 1. 51| 1. 52| 1. 53| 1. 54| | (excl. sales tax, at current prices)|   |   |   |   |   |   |   | | NB: excludes Boots the Chemists and NHS receipts through all pharmacies| | Source: National Statistics/Mintel|   | . 12. Beauty retailers` prospects There are some observations made in relation to the forecast period in the whole beauty retailing. * Supermarkets such as Boots and Superdrug have established a stronger presence in cosmetics market and they will continue to challenge on price. * It could prove difficult to coax some consumers out of their habit of never paying full price on their products. Some cosmetics retailers such as Lush will therefore have to work even harder to convince shoppers that ‘they are worth it’, if they are to break out of this discounting cycle. However, niche operators like Lush could start to benefit from trading later in the forecast period as consumer confidence picks up. * The over 65s tend to be more conservative and more sceptical consumers of beauty products. In some ways they have been one of the few ‘minority’ groups that have escaped the protection of political correctness. They have been overlooked for too long and it will be age-relevant rather than anti-ageing products that present the biggest opportunity for wooing these consumers. * There is also expectation to see more niche internet pure players gaining attraction over the next five years. This includes those specialising in male grooming, because the anonymity factor and online experience both appeal strongly to men in this market. 3. Current Competitors Analyses 4. 1. Competition in the cosmetics market is very strong. Competitors such as Boots who bring similar products as Lush on the market for lower price makes it more competitive. Lush’s’ main competitor Body Shop is also seen in the same price category therefore the threat is not that high. (see Lush competitors in the table below) 4. 1. 1. Lush Competitor Beauty Retailing UK January 2010 Retail Competitor Analysis| UK: Leading beauty specialists, 2008/09| Retailer | Operations| No. of outlets| Sales (? m excl. sales tax)| Notes| Profiles| Alliance Boots| Pharmacy/health amp; beauty| 2,591| 6,343|   | P| AS Watson Europe (Hutchison Whampoa/Hong Kong)| Drugstores/ perfumeries| 1,316| 1,400|   | P| Superdrug| Drugstores/in-store pharmacies| 915| 1,075|   |   | Savers Health amp; Beauty| Drugstores| 234| 161|   |   | The Perfume Shop| Perfumeries| 167| 164| (a)|   | |   |   |   |   |   | The Body Shop| Beauty| 338| 173| (e)| P|   |   |   |   |   | Bodycare Health amp; Beauty| Drugstores| 60| 57|   |   | The Fragrance Shop| Perfumeries| 103| 45| (d)|   | Space NK| Beauty| 63| 44|   | P| Lush| Beauty| 87| 42|   | P| Effective Cosmetics| Beauty| 10| 35| (b)|   | Molton Brown| Beauty| 43| 33|   | P| Crabtree amp; Evelyn| Beauty| 43| 26| (c)|   | L’Occitane (France)| Beauty| 40| 19| ( g)|   | Penhaligons| Perfumeries| 14| 8| (h)|   | (a) Store numbers includes Ireland. (b) Previously known as Virgin Cosmetics. Sales estimated. (c) Store numbers estimated. (d) 2007/08 data. (g) 2007/08 data. Includes concessions. h) Standalone stores as at December 2009. P = Profile included in this report| Source: Company Accounts and Annual Reports/Mintel| 4. 2. Competitive advantage Lush cosmetics has the advantage of being handmade and fresh, all the ingredients are natural with no added chemicals and all the products are tested on human not on animal. Lush products are classified as quality, vegan and environmental friendly. 4. External forces Analyses 5. 1. Environmental factors * Political: Political issues that can affect Lush cosmetics can be â€Å"political unstableness† in countries where Lush gets its raw materials from. Political unstableness such as civil war can lead to stop or delay in delivering raw material. * Environmental: Lush spends about 2% of its profit in charities which campaign on environmental issues. Many people shop at Lush because they care about the environment. Lush have to continue with its believes to keep these customers. * Social: Many elderly people have the perception of Lush being for young age and middle age women and also lot of men have the perception that it is only women who visits Lush shops. Lush has to try and change this perception of people. Technological: Everything is made by hand, Lush do not depend too much on technology. When the business changes into mass production in the future it needs some technology to speed up production. * Economical: The recession has also affected Lush economically because consumers do not have much money at their disposal, therefore consumers turn to cheaper substitute product. * Legal: Since Lush’s main suppliers are outsi de the country, there are some foreign regulations that Lush has to oblige to when buying raw material from abroad. Also Lush has to oblige to rules and regulations when bringing raw materials into UK. 5. Summary SWOT Positive| Negative| Internal| External| StrengthsHigh street shopsNatural ingredientsUnique selling pointNot many direct competitorsValue for moneyNatural ingredients| WeaknessLack of advertisingHigh cost in raw materialsSelective in suppliers| OpportunitiesInnovation to engage customersSupporting known charity eventsGrowing own raw materials| ThreatsIncrease in competitorsPremium price, New entriesEconomical down turnImitations of Lush products| 6. Marketing strategy and Objectives 7. 1. Marketing strategy The marketing strategy that Lush cosmetic uses is the uniqueness of its products, the natural ingredients and the testing procedures. This has given Lush a sustainable competitive advantage in the market. 7. 2. Financial objectives The financial objective for Lush cosmetics is to increase in revenue and sales, to reduce production cost and to increase the number of shops globally. 7. 3. Marketing objective The marketing objective is to increase the customer awareness, increase the market share, to develop new products, to enter into new market segments and protect the environment. . 4. Identifying Lush marketing strategy Ansoff Markets| Products| | Existing| Market PenetrationThrough: Viral marketing, Lush Times, Lush Forum, Lush website, social networks| Product DevelopmentThrough: New products (perfumes, Spa), Product extension (new product design, new smells) | | New| Market DevelopmentDeveloping new segments (Perfumes, Spas), Overseas markets| DiversificationRe lated diversification (Spa)| 7. Determine Marketing Objectives For the next year the marketing objective for Lush cosmetics will be the same but we will aim to improve it. Also the aim will be introducing new segments such as air fresheners self made soaps and making selected segments available in selected shops. 8. Marketing strategy The marketing strategy that will be used to take Lush cosmetic forward next year is: * Market Penetration: This will be done by improving the way Lush advertises to gain more customers from its competitors. * Market Development: This will be done by advertising the perfume and spa segments more effective. Also making the perfume segment available in selected departmental store such as House of Fraser, John Lewis or Selfridges) and increasing the national and international store outlets. * Product Development: This will be done by innovating new products such as Air Fresheners and Self made soaps (customers can select the flavours and ingredients they want and the soap will be done for them). * Diversification: This will be done by taking the spa segment also out of the shops by opening spas where only Lush products will be used. 9. Tactical Marketing Programs This section of the marketing plan is going to give clear details how the plan will be carried out. This section will give detailed and tactical decisions that will be carried out in areas like product, price, place and promotions that will help Lush cosmetics to achieve its goals for next year. 11. 1. Target Market The target market will remain the same (see current target market analyses). 11. 2. Product Lush cosmetic currently produce bath, shower, skincare, and hair care products. It also produces perfumes and has a Lush spa which exists only in Lush shops. Lush products have no packaging and if any, then only recyclable packaging. Lush products do not have any labels because of the package free nature of the products. The tactic that will be taken will be to introducing new products such as self made soaps and air fresheners to attract more customers and also improving on existing products. * Customised soaps: This will attracts more customers because they can select their own fragrances. * Air fresheners: Lush is known for its strong smell, bringing products such as air freshener will sell very well because the business already has that image. Lush Spa: Lush spa outlet at the moment is only in Lush shops, the plan is to take Lush Spa out of the shop. They are investing in a new spa facility which is expensive, the alternative plan is to form partnership or rent a space in selected existing spa where only Lush products will be used or sold. This will increase sales and the brand will become more popular. This will also have effect on t he overall sales of Lush. 11. 3. Promotion Currently, Lush only forms of advertisement are through the Lush Times, Lush forums, social websites and viral marketing (regular customers telling other people about their experience). Since Lush does not spend money on mass media advertising, the plan will be to improve the existing methods and make it more effective. * Lush Times: Currently, Lush Times is only for pick up in shops and mail to registered members. The plan is to handout the Lush Times outside the shops by having someone stand outside the shops at least for an hour a day to give them out to passer bys, and also collect their personal information for mailing special offers. * Lush Forum: The Lush forum is at the bottom of the Lush website where is very difficult to find. The plan is to improve the forum by making it interesting by writing regular visitors comments in the Lush Times and reposition of the forum on the wide by bringing it on the top bar. * Social Networks: Lush has joined many social networks such as face book. The plan is to join more social networks and instead of the people searching to invite Lush, Lush will search for people to join them. Also the social network sites will be improved by making it similar as the website with new products and regular updates. * Viral Marketing: â€Å"The 5 for 5 Plan†. This plan is to give a product up to ? 5. 0 pounds to customers who introduce 5 new customers within a period of 3 months and spend in average up to ? 50. 00 pounds. * Charity Event: The plan is to sponsor more charity events where Lush can display banners to create more awareness. 11. 4. Place The distribution channels that Lush uses at the moment are only direct sales. Lush products are sold only in Lush shops and online on t he Lush website. The plan is to improve the direct sales mechanism and also go into indirect sales using strategic advantage (segment only / focus strategy). This will increase the competitive advantage of Lush. 1. 4. 1 Direct sales * Franchising: During the year the plan will be to go into franchising, this is mainly giving other investors the right to sell Lush products. In this case the investor owns the shop, but Lush controls the way the product should be sold and marketed and determines the standard of the business. Lush will receive an initial fee from the investor and an on – going management fee. * Internet: Although there is an online shop, the plan will focus more on online advertising by registering with more social networks and sending regular business up-date to members. Also the customised soaps will be available online where customers can select the different smells (such as vanilla, lemon, cherry) and shapes they want online and this will be sent to them. This will raise more awareness and therefore increase sales. * Shop: The hand out of the Lush Times outside the shop which will be introduced this year will create more awareness and through that sales will increase. * Geographic: This year’s plan will be to open more shop outlets in towns and countries where there are no Lush shops. Selective Retailers: The idea is to rent a space in departmental stores like House of Fraser and Debenhams and display the Lush products with Lush own employee and check out. This same method will also apply to the Lush Spa where a space in selective spa or fitness clubs will be rented to sell Lush products with Lush employee and check out independently from the spa or fitness club. 11. 4. 2. Indirect sales * Selective Retailers: This year’s plan is to select products that have packages and can easily be bar coded (because is the first time only try ith perfumes) available in selected departmental shops such as Selfridges and House of Fraser and perfumeries like Douglas. * Spa: Lush products will be sold to selective spas that will buy from Lush for discounted price and sell it as the original Lush shop price. 11. 5. Price The price of the products will remain the same across country i. e. in the UK all Lush product prices will be the same no matter where it sold either in Lush shop or departmental store. There will be no changes in price because Lush wants to maintain the image of being premium and quality and ethical. All the indirect sellers will receive a commission on the number of products they sell. 11. 5. 1. Online prices The online price will be the same as the shop prices, there will be only additional postage cost added to the products which will depend on total weight package. 11. 5. 2. Indirect sales prices All the indirect sellers will receive a commission or a discount on number of products they sell or buy. The commission or discount will be 30% of Lush profit made on the product. The high commission will attract more indirect sellers and as the indirect increases the percentage can change next year. (see new price list below) 1. 5. 3. New price list Products| Seize (g)| Direct sales price from (? )| Online price from (? )| Indirect sales Retailers (? )| Indirect sales Spas/Fitness clubs (? )| Bath soaps/ shampoos| 100| 1. 90–5. 00| 1. 90-5. 00 +postage| | 1. 90–5. 00 -30%| Shower gels| 250| 5. 50–15. 00| 5. 50–15. 00 + postage| | 5. 50–15. 00 -30%| Solid fragrances| 10| 4. 95–6. 25| 4. 95–6. 25 + postage| | 4. 95–6. 25-30%| Perfumes| 30| 21. 95-25. 95| 21. 95-25. 95 + postage| 21. 95- 25. 95 -40% | 21. 95- 25. 95 -30%| Self made soap| 100| 1. 90-5. 00| 1. 90-5. 00 + postage| | 1. 90-5. 00 -30% | Spa Full body massage| 2hrs| 125. 0| | | | 12. Cost The financial implications will be the money needed to acquire new shop outlets and to open spa studios. There will be also money needed to pay the departmental stores and a percentage of Lush’s profit will go to the indirect sellers. 13. Advantage The advantage of this marketing plan is Lush is going to generate extra revenue through franchising. Also there will be no additional cost, all shops and online employees will remain the same and carry out duties such as collecting personal details and handing out Lush Times, e-mailing information and updating social networks websites. 4. Implementation The implementation of the plan will be monitored by a timeline which will start from July 2010 to June 2011. The timeline will show when each decision made or duty will begin. This timeline will support the plan and guide the implementation throughout the project so that the goal can be achieve by June 2011. (see timeline) 15. Control The marketing plan will be assessed every 3 month s till the end of June 2011 to make sure the marketing plan is effective and providing the promised result as stated in the plan. The control will be done by comparing previous year’s figures (customer base, sales figures, and customer feedback) to the current figures. * Customer base: This will compare the number of current strategic customers to the number of customers at the end of June if the number of customers have increased or not. This will prove if the promotion strategy was effective or not. * Sales / Revenue: At the end of June the sales and revenue figures will be compared with the previous year figures. This will show the effectiveness of this marketing plan, i. e. f customers trust the product they will still buy it, regardless of their economical status. * Customer feedback: At the end of June the business will collect customer feedback from its strategic customers to find out if they like the changes and the new direction of the business. 16. Evaluation My evaluation of this marketing plan will tackle all possible gaps which appear to be in areas such as promotion, place and product. The plan will improve Lush’s advertisement, will increase Lush’s sales outlets and have indirect sellers who will be paid on commission basis. It will also introduce customised products which will attract more customers. This plan is not going to accrue much cost to Lush, the money that Lush will invest in the additional outlets will assets to the business. This plan will be very effective because it will directly or indirectly improve on Lush’s cosmetics existing marketing strategy which needs some attention, this one year marketing plan will definitely take Lush cosmetics forward. References Live hearing from Lush marketing director Lush. co. uk Lush Times Keynote. com Mintel. com Module handouts