Question

1. Discuss the Marketing Mix for the company Sephora. Product, Price, Place and Promotion Critique the effectiveness of the company’s current marketing mix.

2. Recommend improvements to, additions to, deletions from, and/or continuations of the sephoras current marketing strategy to make it more effective. What changes should be made to better achieve their stated positioning in the minds of their chosen target segment? What should stay the same?

Answer 1

Answer 1:

Marketing Mix for the company Sephora:

Product:

• The major focus of the company is on skincare and beauty products. Target consumers for Sephora are women between the ages of 25 to 35 year. Target consumers are from middle to upper class.
• Product ranges over 15000 products, from Cosmetics to fragrances and others.
• Products range from Classic to urban brands.
• Apart from the above products there is a range of membership services and makeup tutorials that is offered by Sephora that helps in creating brand awareness.

Price:

• Sephora offers products ranging from high end to mass collection.
• With its operational efficiency company can manage to afford low overhead costs and offer competitive pricing.
• Discounted prices, gifts and reward points are all part of their pricing strategy.

Place:

• Sephora operates through self-owned retail stores.
• Outside USA their products are available in JC penny departmental stores.
• Products are also available on many e-retailing platforms like amazon and can be ordered on their mobile app.
• Products of Sephora are available in many countries across the world.

Promotion:

• Online promotion on platforms like Pinterest promotes products.
• Tutorials and expert guides in the store are also part of their promotion strategies.
• Distribution of free samples to store customers.

Although Sephora has created its brand image and is doing well in beauty industry. I find their marketing mix needs some alteration in order to be more effective. Their current marketing mix is not utilizing the technological advancements. They must improve their promotional strategy. Their present promotional strategy is focusing on creating consumer loyalty. In my opinion there is a lot of scope to improve their promotional strategies.

Answer 2:

Recommendations:

• Sephora has a lot of scope for improvements in their promotional strategy. They can utilize social media to promote their products globally.
• Sephora can add to places. It must expand in Asian market. There is tremendous scope of success for Sephora’s products in Asian market.
• In order to better achieve their stated positioning in the minds of their chosen target segment Sephora must concentrate on social media marketing.
• Apart from it I believe that Sephora must continue rest of its marketing mix the way it is by making required alteration.