Glossier Case Preparation
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What is Glossier’s positioning? Why is it successful? o
Glossier has positioned itself as a brand that offers simple, effective, and user-centric beauty solutions.
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What is Glossier’s brand image? Why is it successful? o
“born from content, fueled by community”
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Minimalistic aesthetics
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Inclusivity in marketing campaigns
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Transparency, very open about products
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Digital-first strategy
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What has Glossier’s product R&D looked like so far? o
R&D process emphasizes consumer feedback, market trends, and innovative formulations. They've utilized social media and direct customer engagement to gather insights, often incorporating user suggestions into product development.
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What has Glossier’s promotion strategy looked like so far? o
PEER TO PEER sales representative program
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Professional influencer marketing program
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Paid media spending
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Customer loyalty program
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What has Glossier’s distribution strategy looked like so far? o
DTC
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Limited retail presence o
Offline stores
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Aligns with simplicity of brand image
Class questions:
1.
What factors should Glossier consider when deciding how to spend the 52 million dollars?
a.
Changing standards over time
b.
Maintaining competitive advantage
c.
Opportunity cost
d.
Best ROI short and long term
e.
How sustainable is the growth
f.
Expert opinions
g.
Existing brand image and identity
h.
What are competitors doing?
2.
What has made Glossier successful so far?
a.
Customer-Centric Approach
b.
Brand Authenticity: The brand has cultivated an authentic image, emphasizing simplicity, inclusivity, and transparency. They've built a community around their products, encouraging real conversations and showcasing diverse beauty experiences.
c.
Effective Digital Marketing
