MKT 2100: Marketing Fundamentals
Module 1 - My Favorite Brand Scenario Worksheet
Module 1
My Favorite Brand Scenario Worksheet
Deborah O. Ohiani
Nexford University
MKT 2100: Marketing Fundamentals
Dr. Adebowale Onatolu
July 9, 2023
MKT 2100: Marketing Fundamentals
Module 1 - My Favorite Brand Scenario Worksheet
My Favorite Brand Scenario
Directions: Identify a brand you are passionate about and identify why that brand is your favorite. (When thinking of a brand, consider your
favorite beverage, toothpaste, entertainment, technology, etc.). Conduct research on your brand and its competitors, and then answer the
provided questions. You will need to consult two resources and record your reference information at the conclusion of this worksheet.
Identify the brand you are focusing on for this assignment: LUSH Cosmetics
List three reasons why you are passionate about this brand.
1. As someone who is into wellness, it’s always refreshing to find a brand that focuses on skincare, self-care and is ethical.
2. The customer experience is very intentional. As a brand, Lush makes sure to communicate precisely what the brand believes to its specially
curated audience while making sure to appeal to a diverse crowd as well.
3. Lush Cosmetics is a very innovative and creative company, and this is very apparent in its product offering.
Is the company successful in building loyal customer relationships across different groups? Why or why not?
LUSH Cosmetics has been successful in building loyal customer relationships across different groups. Their commitment to ethical practices,
transparency, and high-quality products resonates with a diverse range of consumers who value sustainability, natural ingredients, and social
responsibility. Additionally, LUSH's active engagement with its customers through events, feedback, and community-building initiatives further
strengthens the bond and loyalty between the brand and its customers.
MKT 2100: Marketing Fundamentals
Module 1 - My Favorite Brand Scenario Worksheet
How do the brand’s marketers strategically plan to market these products to you?
As a customer, LUSH Cosmetics' marketers strategically plan to market their products to me by leveraging their core values and unique selling
points. They understand that I value ethical and sustainable practices, so they emphasize their commitment to using fresh, organic ingredients and
their opposition to animal testing. They highlight their wide range of products, catering to my specific skincare, haircare, and body care needs.
LUSH also focuses on the sensory experience, showcasing the delightful scents and aromatherapy benefits of their products to appeal to my desire
for a holistic self-care experience. Moreover, they engage with me through personalized marketing messages, demonstrating how their products
can meet my individual preferences and lifestyle choices.
What promotional activities compel you to buy this product?
LUSH Cosmetics has implemented various promotional activities that have compelled me to buy their products. One key strategy they have used
is offering free samples of their products. This allows me to try out different items before committing to a purchase, giving me a chance to
experience their high-quality and effective formulas firsthand.
LUSH's engaging social media presence is another promotional activity that always catches my attention. Their visually appealing posts, product
demonstrations, and informative content make me curious and excited about their offerings. Additionally, their active engagement with customers
through comments and direct messages creates a sense of community and trust.
The brand’s limited edition and seasonal product releases also appeal to me. They create a sense of exclusivity and urgency, making me feel like
I don't want to miss out on a unique and exciting product that aligns with my interests.
MKT 2100: Marketing Fundamentals
Module 1 - My Favorite Brand Scenario Worksheet
Furthermore, their in-store experiences, such as personalized consultations and demonstrations, would also compel me to buy their products. The
opportunity to receive expert advice and test products in person enhances my confidence in the brand and its offerings.
LUSH's commitment to charitable initiatives is another factor that would motivate me to support their brand. Knowing that a portion of my
purchase goes towards causes I care about adds an extra layer of appeal and purpose to my decision.
The most important reason however is LUSH Cosmetics making their website accessible to me as a shopper in Nigeria. With the growth e-
commerce has received since COVID-19, it’s a bit challenging as a global shopper when brands restrict access to their site from West African
countries. LUSH’s approach to opening its website to worldwide shipping is an underrated marketing strategy that has kept me loyal to its brand.
In general, LUSH's promotional activities, including free samples, engaging social media presence, limited editions, in-store experiences, and
charitable initiatives, combine to create a compelling case for me to purchase their products.
Does the price of this product seem to be of equal value for the satisfaction that you receive when consuming/using this product? Why
or why not?
I believe that the price of LUSH Cosmetics products is often of equal value to the satisfaction I receive when consuming or using them. While
these products may have a slightly higher price point compared to some other brands, the quality, effectiveness, and overall experience they
provide justify the cost. The use of fresh and natural ingredients, combined with their ethical sourcing practices, ensures that I am investing in
products that are not only good for me but also for the environment (MBA Skool Team, 2022).
MKT 2100: Marketing Fundamentals
Module 1 - My Favorite Brand Scenario Worksheet
In addition, the sensory experience I get from using the products of LUSH Cosmetics, such as the delightful scents and luxurious textures, adds
to the overall satisfaction and makes it worth the price. The results I see on my skin or hair, coupled with the knowledge that I am supporting a
brand that prioritizes sustainability and ethical values, enhance the value proposition for me.
Finally, the longevity of LUSH Cosmetics products plays a role in justifying their price. Many of their products, such as solid shampoos or bubble
bars, last longer than their conventional counterparts, providing me with extended use and value for my money.
While everyone's perception of value may vary, in my personal experience, the price of LUSH products aligns well with the satisfaction and
overall benefits I receive, making it a valuable investment.
Identify two competitors in the same industry.
1. Fresh Inc.
2. Origins Natural Resources, Inc.
Why do you prefer your selected brand over the competitors?
LUSH Cosmetics is often preferred over Fresh and Origins for several reasons. Firstly, LUSH's strong commitment to ethical and sustainable
practices sets it apart. The brand's emphasis on using fresh, organic, and ethically sourced ingredients, as well as its opposition to animal testing,
resonates with consumers who prioritize conscious consumption. LUSH's dedication to social and environmental causes creates a sense of purpose
and connection that sets it apart from competitors like Fresh and Origins.
Secondly, LUSH's unique and innovative product offerings contribute to its popularity. The brand is known for its creativity and ingenuity,
MKT 2100: Marketing Fundamentals
Module 1 - My Favorite Brand Scenario Worksheet
offering a wide range of handmade and visually appealing products. From their iconic bath bombs to solid shampoos and unique packaging, LUSH
consistently introduces exciting and unconventional options that captivate customers. This focus on innovation and originality contributes to
LUSH's appeal and differentiation from brands like Fresh and Origins.
Lastly, LUSH's vibrant and engaged community plays a significant role in its preference over competitors. The brand actively interacts with
customers through various channels, including social media, events, and personalized consultations. This level of engagement fosters a strong
sense of loyalty and connection among customers. LUSH's community-building efforts and emphasis on customer satisfaction create a unique
and inclusive atmosphere that resonates with individuals seeking more than just skincare or cosmetics.
How is your favorite product priced relative to the major competitors who sell similar products (higher, lower, or about the same)?
LUSH Cosmetics is generally priced at a similar level to its major competitors, such as Fresh and Origins. These three brands fall into the mid-
to-high price range within the cosmetics and personal care industry. The pricing reflects the quality of ingredients, ethical sourcing practices, and
innovation offered by these brands. LUSH, Fresh and Origins position themselves as offering premium, conscious beauty products, which aligns
with their respective pricing strategies. Customers who prioritize ethical sourcing, sustainability, and unique formulations are generally willing to
invest in these brands, considering the value they perceive in the products.
How does this product move from the manufacturer to the place where you can buy it? Consider concepts related to the channel of
distribution (place) component of the marketing mix.
MKT 2100: Marketing Fundamentals
Module 1 - My Favorite Brand Scenario Worksheet
LUSH Cosmetics uses a comprehensive distribution strategy to distribute its products from the manufacturer to the points of sale. The company
utilizes a multi-channel approach, encompassing both physical and digital platforms, to ensure broad market coverage. LUSH operates as an
“owner-distribution network” (Schwab, 2021) with its retail stores globally, strategically located in high-traffic areas and shopping centers. These
stores serve as crucial touchpoints for customers, allowing them to engage directly with the brand and its products. In addition to physical stores,
LUSH maintains an online presence through its e-commerce website, enabling customers to conveniently browse and purchase products online.
By combining these distribution channels, LUSH aims to maximize accessibility and provide diverse purchasing options for its customers.
The distribution process employed by LUSH involves a combination of direct and indirect channels. LUSH directly manages the supply chain,
overseeing the manufacturing, distribution, and fulfillment of its products. This control allows them to ensure quality standards and maintain
consistency throughout the distribution process. The company's own stores and e-commerce platform are directly supplied from their
manufacturing facilities. Furthermore, LUSH also engages in strategic partnerships with select third-party retailers in certain regions. This
collaboration with retailers serves as an indirect channel, expanding LUSH's market reach and facilitating product availability in additional retail
outlets.
What do the answers to these questions in this worksheet tell you about the presumed target market for this product? Be specific in
terms of demographics, geographic, and psychographic variables. Why do you feel this way?
MKT 2100: Marketing Fundamentals
Module 1 - My Favorite Brand Scenario Worksheet
The presumed target market for LUSH Cosmetics consists of a diverse range of individuals who share common characteristics, demographics,
geographic locations, and psychographic traits. LUSH primarily targets environmentally conscious consumers who value ethical sourcing,
sustainability, and natural ingredients in their personal care products.
Demographically, LUSH's target market tends to be predominantly young adults and adults of various age groups, with a higher concentration in
the 18-45 age range. This demographic is typically more inclined towards adopting socially responsible behaviors and supporting brands that align
with their values. LUSH also appeals to a wide range of gender identities, catering to both men and women.
Geographically, LUSH has a global presence and caters to customers in various regions. Their target market can be found in urban areas, where
there is a higher concentration of individuals who prioritize sustainability and conscious consumerism. Major cities and metropolitan regions serve
as key markets for LUSH's physical stores and online sales.
Psychographically, LUSH's target market consists of individuals who are environmentally conscious, socially aware, and seek a holistic approach
to self-care. Over the years, LUSH Cosmetics has positioned itself to be a “trustworthy organic brand” (Avetisian, 2022), and this has attracted a
certain kind of customer to it. These consumers are passionate about sustainability, animal welfare, and ethical practices. They actively engage in
social and environmental causes and prioritize products that align with their values. LUSH appeals to those seeking a unique and sensory
experience, as well as individuals who value the sense of community and connection fostered by the brand.
List the URL for your selected brand website:
https://www.lushusa.com/home
MKT 2100: Marketing Fundamentals
Module 1 - My Favorite Brand Scenario Worksheet
List the reference information for the two additional sources you used to support your work:
Resource 1 title: Lush Marketing Strategy and Marketing Mix (4Ps)
Author: MBA Skool Team
Date: June 22, 2022
URL: https://www.mbaskool.com/marketing-mix/products/17705-lush.html
Resource 2 title: Lush Marketing Project
Author: Manali Thakkar
Date: July 15, 2013
URL: https://www.slideshare.net/manalithakkar/lush-marketing-project?related=1
MKT 2100: Marketing Fundamentals
Module 1 - My Favorite Brand Scenario Worksheet
References
(n.d.). About Us. Fresh. https://www.fresh.com/us/aboutus.html
(n.d.). About Us. Origins. https://www.origins.com/origins-mission
Avetisian, S. (2022, August 22). Positioning Strategy of Lush. The Social Grabber. https://thesocialgrabber.com/positioning-strategy-of-lush/
MBA Skool Team (2022, June 22). Lush Marketing Strategy & Marketing Mix (4Ps). MBA Skool. https://www.mbaskool.com/marketing-
mix/products/17705-lush.html
Schwab, P. N. (2021, June 12). Marketing Mix: Analysis of the Cosmetics Brand Lush. Into The Minds.
https://www.intotheminds.com/blog/en/marketing-mix-lush/
Thakkar, M. (2013, July 15). Lush Marketing Project. Slideshare. https://www.slideshare.net/manalithakkar/lush-marketing-project?related=1
