lush cosmetics
DESCRIPTION
Media PlanTRANSCRIPT
LUSH Cosmetics
Media Plan 2012
Hannah Luch
Company Overview
• LUSH is a handmade cosmetics company
• LUSH is privately owned
• Products are sold worldwide
Mission Statement
Marketing Objectives
• Target Marketing
• Establish brand loyalty
• Needs to have a more dedicated consumer that continues to trust and love the LUSH brand
• Higher sales are a must
Competitive Overview
The Body Shop Burt’s Bees Bare Essentials
Revenue $442 million $60 million $557 million
U.S. Market Share 15.8% 5.1% 16.9%
Ownership L’Oreal Clorox Shiseido
Competitive Overview
• LUSH Net Worth: $58,356,795
• 5% U.S. Market Share
• Creativity
• Focus
Competitive Overview
Product Line
Price Point
Consumer Profile
Spend Sales
Christmas Snow Fairy
$27.95 Female 18-34
$100,000
$200,000
Product Line Price Point
Consumer Profile
Spend Sales
Christmas Cranberry Joy $8.00 Female 18-34
$300,000 $500,000
Competitive Overview
Product Line
Price Point
Consumer Profile
Spend Sales
Valentines Day
Love Potion
$9.95 Females 18-34
$100,000
$200,000
Product Line Price Point
Consumer Profile
Spend Sales
Valentines Day Duo $19.00 Female 18-34
$300,000 $500,000
Competitive Overview
Product Line
Price Point
Consumer Profile
Spend Sales
Spring Carrot Top Bubble Bar
$7.95 Females 18-34
$100,000 $200,000
Product Line Price Point
Consumer Profile
Spend Sales
Easter Sweet Lemon Soap $4.00 Female 18-34
$300,000 $500,000
Geographic & Media Objectives
• Local Level
• LUSH Image
• The Campaign
MRIPLUS Data Target Audience
Index Women 18-34
$30,000 - $39,000
Marital Status: Engaged
Race: African American
Children 12-23 Months
Present Address 1-4 Years
Education: Attended College
129 103 119 116 115 106 106
Target Audience
• Females 18-34.
• Environmentally friendly customers.
• Young, urban dwellers, single or married.
• Middle income to higher income levels
Psych
ograp
hic
• Social: Middle to upper classes.
• Personality: Non-compulsive buyers
Behavioral Continued
• User Status
• User rates
• Loyalty Status
• Readiness Stage
• Attitude about brand
Seasonality
• OOH Advertisements
• Television Advertisements
• Radio Advertisements
Why run in Q4 during Christmas Holiday and Q2 for Spring?
Media Objectives
(News) Tuesdays and Thursdays | 30 Second Commercial | Chicago, IL Local | $683.00 | CPP | News | 25 points per week | 6 weeks | 150 Points
Total: $102,450.00
Television Advertising
Media Objectives
Local | $1,446.00 | CPP 13 Weeks | 11 Points per week | 143 points
Total: $206,708.00
Independent Newspaper
Media Objectives
1 Bulletin | 12 Units | $109,800.00
30-Sheets | Lamar | 12x25 | 177 units | $164,610.00
5 bus shelters | 47.5’x68.5’ | 70 units | $35,000.00 per shelter | ($175,000.00)
Total: $449,410.00
Out of Home Advertising
Media Objectives
Local | $850 | CPP | Evening | 50 points per week | 6 weeks | 300 Points
Total: $225,000.00
Radio Advertising
Q2 Q4
Total Budget Costs
Newspaper
Television
Radio
OOH 30 Sheets Lamar
OOH 5 Shelters
OOH Bulletin
$206,708 $102,450 $255,000 $164,610 $175,000 $109,800 Total Estimated Cost:
$1,013,568.00
MRI PLUS Data Radio Weekend 7:pm – Midnight
TV Day parts Mon – Fri 9 am - 4 pm
TV Show Types: Daytime Dramas
Websites: MSN Movies
Websites: MTV.com
Index: 108 103 120 123 131
Teen Nick
GMC Adult Swim
MTV2 MTV Tr3s
WE TV Style SoapNET Music Choice
Index: 124 122 119 116 119 118 122 117 119
Index Women 18-34
$30,000 - $39,000
Marital Status: Engaged
Race: African American
Children 12-23 Months
Present Address 1-4 Years
Education: Attended College
129 103 119 116 115 106 106
Sources SRDS.COM (Yes! Weekly Newspaper Information)
http://next.srds.com/prop/datacard/show/3664/6
MRIPLUS Reports
http://mriplus.com
Alexa
http://alexa.com
Retail Gazette
http://www.retailgazette.co.uk/articles/10110-lush-sales-boosted-by-new-european-stores
LUSH Cosmetics
http://www.lushusa.com
The New Yorks Times
http://www.nytimes.com/2007/11/01/business/01clorox.html?_r=0
http://www.nytimes.com/2007/05/16/business/smallbusiness/16burts.html
Wikinvest
http://www.wikinvest.com/stock/Bare_Escentuals_(BARE)