Sephora

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Alexander College *

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MISC

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Marketing

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Nov 24, 2024

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docx

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Uploaded by LieutenantCrownLeopard27

4. Marketing Research a. Consumer Analysis Demographics: Sephora, a global beauty retail giant, has a diverse and broad consumer base that spans many socioeconomics (Solomon, 2009). The brand appeals to people of all ages, genders, and salary levels, with the primary target demographic encompassing young adults to middle-aged consumers with disposable income (Solomon, 2009). Psychographics: Sephora's customer profile extends beyond the minor curiosity in cosmetics; it encompasses excellence enthusiasts with a keen eye for inventive and high-quality magnificence goods (Cheung & To, 2017). This segment of clients actively seeks out the most current trends and is keen on experimenting with novel and intriguing excellent products (Cheung & To, 2017). Behaviours (e.g., Purchase Behaviours): Buyer behaviours at Sephora are distinguished by a keen emphasis on item quality, a keen interest in staying abreast with magnificence patterns, and an openness to testing with cutting-edge and one-of-a-kind excellence goods (Solomon, 2009). The brand's customers are looking for an engaging and experiential purchasing experience (Solomon, 2009). Geographical Considerations: While Sephora has successfully established a global presence, critical geological considerations remain critical in its marketing efforts. Sephora's notable markets include urban areas, which have a larger population density and a more concentrated base of beauty-conscious clients (Cheung & To, 2017). c. Industrial Analysis Competitor Analysis: Sephora operates in a fiercely competitive market, competing with a slew of top-tier merchants both online and in-store. Key rivals include established brands such as Ulta Beauty, MAC Cosmetics, and office store excellence sectors (Algesheimer et al., 2005). To stay ahead in this competitive sector, Sephora must do thorough competition analysis (Algesheimer et al., 2005).

5. Segmentation a. Criteria: Sephora's division strategy is multifaceted, using a number of criteria to adapt its offers to various customer segments (Kotler et al., 2019). The underlying components of division are shaped by demographic characteristics such as age, gender, and income levels (Kotler et al., 2019). Furthermore, psychographic considerations, such as style of living and excellent tendencies, play an important role in characterizing customer sections (Kotler et al., 2019). b. Target Market(s): Sephora intentionally targets a few display segments in order to enhance its reach and relevance (Cheung & To, 2017). For example, the company caters to Beauty Enthusiasts who have a strong interest in cosmetics and skincare trends, successfully searching for the most recent beauty trends and researching new goods and processes (Cheung & To, 2017). Sephora also targets Environmentally Conscious Consumers, who emphasize moral and environmentally responsible choices, as seen by the introduction of the eco-friendly magnificence item line (Cheung & To, 2017). Furthermore, Urban Dwellers, who live in bustling city centres, are a major target segment for Sephora, owing to their distinct way of life choices and preferences (Cheung & To, 2017). 6. Differentiation and positioning Sephora's dedication to development and assembly in order to meet client demands is illustrated by its differentiation and positioning technique (Aaker & Moorman, 2023). The introduction of an eco-friendly beauty item line demonstrates Sephora's commitment to staying ahead of industry trends (Aaker & Moorman, 2023). Sephora distinguishes itself as a forerunner in moral beauty trends by emphasizing dependability and straightforwardness (Aaker & Moorman, 2023). This critical step is more than just a product delivery; it's a statement of values and a promise to dependable quality hones (Aaker & Moorman, 2023). Sephora presents itself not as a retailer of excellence, but as a defender of moral and sustainable excellence choices (Aaker & Moorman, 2023). 7. Stage of the Product Life Cycle

The insufficiently utilized eco-friendly magnificence item line, an example of innovation and sustainability, is now positioned in the Product Life Cycle Introduction Stage (Golder & Tellis, 1993). This represents a major stage in which Sephora seeks to form broad awareness, speak the intriguing esteem suggestion of the eco- friendly brand, and establish a basic nearness within the market (Golder & Tellis, 1993). Marketing activities during this arrangement are geared on educating shoppers about the numerous advantages offered by eco- friendly products (Golder & Tellis, 1993). These efforts include advertising the brand's dedication to natural duty, emphasizing the simple source of fixings, and presenting certificates attesting to the eco-friendliness of the items (Golder & Tellis, 1993). Sephora emphasizes distinguishing the unused item line in the thoughts of customers, establishing off an individual segment in a competitive excellence market (Golder & Tellis, 1993). References Madichie, N. O. (2009). Consumer Behavior: Buying, Having, and Being (8th ed.)20091Michael R. Solomon. Consumer Behavior: Buying, Having, and Being (8th ed.). Upper Saddle River, NJ: Pearson Education 2009. , ISBN: ‐13: 978‐0‐13‐515336‐9 ‐10: 0‐13‐515336‐0. Management Decision , 47 (5), 845–848. https://doi.org/10.1108/00251740910960169 Cheung, M. F. Y., & To, W. M. (2017). The influence of the propensity to trust on mobile users’ attitudes toward in-app advertisements: An extension of the theory of planned behavior. Computers in Human Behavior , 76 , 102–111. https://doi.org/10.1016/j.chb.2017.07.011 Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The Social Influence of Brand Community: Evidence from European Car Clubs. Journal of Marketing , 69 (3), 19–34. Winer, R. S. (2009). New Communications Approaches in Marketing: Issues and Research Directions. Journal of Interactive Marketing , 23 (2), 108–117. https://doi.org/10.1016/j.intmar.2009.02.004 Kotler, P., Keller, K., Brady, M., Goodman, M., & Hansen, T. (2019). Marketing Management. In Google Books . Pearson UK. https://www.google.co.jp/books/edition/Marketing_Management/_- 2hDwAAQBAJ?hl=en&gbpv=0

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Aaker, D. A., & Moorman, C. (2023). Strategic Market Management. In Google Books . John Wiley & Sons. https://www.google.co.jp/books/edition/Strategic_Market_Management/_TDaEAAAQBAJ? hl=en&gbpv=1&dq=inauthor:%22David+A.+Aaker%22&printsec=frontcover Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22. https://www.academia.edu/3197894/Conceptualizing_measuring_and_managing_customer_based_brand _equity Hauser, J. (1981). Design and marketing of new products. Long Range Planning . https://www.academia.edu/18732349/Design_and_marketing_of_new_products Golder, P. N., & Tellis, G. J. (1993). Pioneer advantage: Marketing logic or marketing legend? Journal of Marketing Research, 30(2), 158-170. https://deliverypdf.ssrn.com/delivery.php? ID=262102004111024078007112027030089106116003041088086064113094064094031124110117020 006000106044041050001050114124068071066064050060036010011082116018101024112105047045 078028081081102027077082101069093006095084125073118104112092086121069112004023025&E XT=pdf&INDEX=TRUE

Sephora

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