BH06505 – Marketing Management Assessment 1 Case Study Sourced from Schiffman et al. (2013)You get me: Personality and self-concept in consumer behaviour—the case of LushKate Letheren, Queensland University of TechnologyThere are a number ofways that people may express themselves. One of the most prominent is through the selection and consumption of goods that support and symbolise a consumer’s personality. This has led to symbolic consumption becoming a focus in consumer behaviour research (e.g., Schembri, Merrilees and Kristiansen, 2010′), along with brand personality.’ and how consumer personality influences preference for brand personality.’ Some companies, especially those in the beauty care industry, are adept at understanding and catering to consumers’ personalities. This case study focuses on Lush, a company that has been quite successful in this regard, and shows how it has been able to target its products and communication using personality. By understanding how one company is targeting specific consumer personality traits, you will be able to apply this understanding in your own personal and professional life. The Australian cosmetics, perfume and toiletries manufacturing industry is growing, but only. just. Having grown 0.2 per cent between 2008 and 2015, and with only modest growth expected over the next five years through to 2017-18,4 answering the question of how to succeed and grow in this industry is a challenge for businesses seeking to compete in this highly image-focused field. One segment that is predicted to grow is that of natural, organic and environmentally friendly products as customer needs and beliefs continue to shape product development. Companies will also target specific market segments with customised product offerings and more personal branding.’ Hence, in this saturated and competitive market, differentiation will be based not only on product offerings and marketing communications, but also on how well companies are able to communicate with specific segments on a more personal level.Lush beginnings The company Lush as it is known today started as a small personal care company, founded by Mark Constantine and Liz Weir in the United Kingdom in 1995. Prior to that, the two founders created and ran similar companies named Constantine and Weir and Cosmetics to Go. Lush produces hand-made cosmetics and personal care products, such as shampoo, soap, moisturiser and face powders. Lush is perhaps more well-known for its values and stance on social issues such as gay marriage, human rights and animal protection. Lush’s values include a commitment to employing people instead of machines, using the best ingredients available, and keeping its products as environmentally and socially friendly as possible.” As Lush has grown, the founders have shaped and guided the company, ensuring that it always maintains the same personal, ‘small business’ feel with an emphasis on listening to and really understanding customers.
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