This proposal concentrates to critically measure the Ethical Marketing and its own practices integrated by Lush Fresh Handmade Cosmetic makeup products. Lush has an frustrating response and a solid customer commitment. Here the aim is to examine the Impressive Marketing practises of Lush Makeup, reason behind their Moral Marketing strategies and consumer desire behind buying Lush products.
Critical Evaluation of Ethical Marketing and Impressive Practices used by LUSH Fresh Handmade Cosmetics
Extensive analysis and detailed concepts have been founded by Business researchers to identify the partnership between brand personality and the consumer. Regardless of such great research, consumers association with a brand still remains a question. This piece of work will appraise in the area of consumer buying behaviour and its conception of a brand, to add valuable information for marketers.
This research's point of attraction is the ground breaking ethical marketing strategies that revolve around the ethical beauty products created by Lush Fresh Handmade Cosmetics. Charles Knell (2009) emphasised that Marketing is a substantial part of any business and through the use of ethics it creates customer's hobbies and develops an affiliation between your product and consumer. This brings about a socially responsible and culturally sensitive business community, embracing these principles as a member of the community directly results on the survival of the individual society in long haul.
Although Lush has a solid base of dedicated customers but it continues to be limited by a certain age group majority of its customers are youngsters. There's a group that believes they are throwing away food.
Lush is tinkering with different proportions of cosmetics however in order to take action would they stay focused on their core concepts, or multiple parameters will eventually average the decisions of Lush, is this gimmick aimed for sales and focusing on environmentally conscious customers internationally.
This good article will argue the questionable marketing approach used by Lush Cosmetics and critique the efficiency of their strategy as well as understand if the moral promise is the key reason behind a consumer to buy the product.
Individuals are unique; most of us have personal moral codes. The ethical behavior boundaries are dependant on an individual so they vary from person to person, cultures and religions.
With respect to business ethics remaining true to important values and ethics is a concern. Virtually all business starts off with ethos but usually someplace along the street they get lost and the reason why fades away.
Rationale for the Chosen Theme:
Selected theme is of a personal interest as a strong believer of moral marketing, initiatives considered by personal favourite brands have further encouraged to research on this particular area.
Moreover a statistical reality reflected by the gross annual statistics is the fact skincare is the only area that revealed development even during recession as.
Researcher has a small size family business that makes handmade cosmetics using cultivated roses. The writer had an possibility to work for cosmetic industry and experienced the change procedure for cosmetic business adopting ethical methods. Personal curiosities to comprehend the motives of plastic industry behind honest marketing are honestly communal or environmental responsibility has persuaded to choose this issue.
Additionally as an educated and responsible specific I find myself obligated to donate to the betterment of our environment in any possible form.
"A man's ethical behavior should be based mostly effectually on sympathy, education, and public ties. . . . . . " (Albert Einstein)
Research Goals:
Lush has an mind-boggling response and a strong customer loyalty
Here desire to is to
Critically evaluate the marketing practises of Lush Makeup and the real reason for their marketing strategies.
Understand the importance of moral marketing in aesthetic industry.
Comprehend the global interpretation of ethics.
Understand is it the ethical offer reason for a person to buy Lush makeup products or the grade of the merchandise.
Do ethics really matter in customer buying behavior?
Is Lush wasting food?
To make suggestions to Lush predicated on the study to broaden customers regarding age, gender communal and economical groups.
Research Questions:
This research seeks to develop a better understanding; the paper will also scrutinize the following areas. To uncover evident and rational answers for the questions below which will be the aim of this research.
Challenges and advantages of Lush Beauty products as an honest company in regards to to managing its business development and sustaining its values in long term.
Innovative varieties of marketing adopted by Lush, which group of consumers react to it.
Can Lush as a brand attain a unique meaning internationally?
What holds ethical consumers to a aesthetic brand?
Understand the consumer recognition with a Lush. Why they purchase this brand.
Effects of facial image and aesthetic usage on perception of brand personality.
What hurdles Lush faces, because of their unique marketing strategies.
Research Framework:
This research is based on popular, creative and natural Lush Fresh Handmade makeup. It's been in the set of top 100 companies to help, founded in 1994; by Symbol and Mo Constantine Lush Makeup products brand which offers all natural, organic skin care and make-up products. Reduced packaging, minimal use of preservatives, its stand against pet animal testing, campaigning never to use hand for inexperienced reasons oil and have launched two-pronged promotions to spread consciousness among consumers the effects of hand cultivation on tropical forests. Lush also organise functions on main coach stations encouraging people to travel by coach to minimise air traveling. Each one of these activities make Lush more than only a beauty products brand. There exceptional products have managed to create a growing business with an increase of than 678 stores in 44 countries.
Lush core rules are:
CHAPTER TWO
LITERATURE REVIEW
A good deal has been noted upon this research area. Marketing ethics and interpersonal responsibility are intrinsically contentious, even after extensive researches these are conflicts, various points of views have been augmented further in this analysis. Related literature will built a basis for further research in terms of ethical marketing, investigate why companies choose to do honest marketing, examine can a firm stand for a unique so this means worldwide despite ethical conflicts created by globalization, consumer recognition with a brandname, the and off course the impressive marketing strategies of the chosen plastic brand Lush.
2. 1- Business Ethics and Globalization:
Ethics derived from a Greek phrase "Ethikos". (Tsalikis/ Fritzsche, 1989) delineate ethics as an analysis of the moral judgments, prices, and set of conduct.
Wiley (1995) states that business ethics are a code of do that is immediately related to morality, commitments fair working with humanity, ethics display the personality and in modern time's business trade. If we further broaden this is of ethics as globalization has made it essential to understand ethical issues across cultural boundaries, we find that strong impact of ethnical track record is undeniable as recognized by (Thorne & Sanders, 2002 cited in MacDonald, 2000) they say that diverse social backgrounds strongly impact the discernment of a person this leads to disagreement in ethical reasoning. Lush has established itself as an honest plastic brand but do customers buy this brand for similar reasons. Is consumer buying Lush because of its ethical worth worldwide?
To overcome superior ethical benchmarks in business many techniques have been suggested. One recommended by (Byron, 1977) is to go back to the essential good sense, basic reasoning and religious beliefs to daunt personal achievements at the costs of common good. Lush's fundamental principles are very the same, they believe in keeping things simple no frills attached in regards to all their departments from production to management and marketing.
2. 2 - Moral Marketing:
Why ethical marketing has been of such an interest for businesses? Change is one factor that insists on adopting more eco- friendly and renewable procedures worldwide. Governance and advertising educates people and it is spreading awareness to look at healthy life styles and use environmental friendly safe products to ensure a green future for approaching generations.
The pioneers of honest marketing will be the Large Food Inc. First chain business to jot down the ingredients and its vitamins and minerals etc the company succeeded in increasing competitive advantage over its competition and established a reputation for a responsible organisation. Sceptics claim that this cannot be considered moral as companies only demonstrate the positive image of their goods a classic example is of tobacco companies where being seriously pressurised by government authorities they have to print a extreme care note but this is a billion money industry that gives huge income sales. Lush says they are really 100% against pet animal testing and don't test on pets or animals, but at the same time they do use ingredients that have been examined on pets or animals.
In terms of Ethical Marketing a fascinating conception of Gaski (1999) offers another dimensions to the debate. This critique of moral marketing means that the ethical guidelines are only to "obey legislations" and "act in oneself interest. " Here it would be worth quoting one of the Lush's central beliefs in dark-colored and white on the website.
"We believe that our products are good value, that people should make money. "
Does this declaration support Gaski understands of honest marketing, if yes wouldn't it be unethical and dishonest to work with ethics as a marketing tool? Gaski's notion gives a thought-provoking facet to synthesise the practice of honest marketing.
2. 3- Ethical Cosmetics:
The quantity of consumers for natural and organic cosmetic makeup products is escalating, publicized by figures as well. Moffat (1997) one certain reason is because of wide spread knowing of manufacturers adding a higher number of hazardous chemicals in makeup products every day so what are ethical makeup products? A simple explanation could be Cosmetic makeup products that leave minimal carbon ft. print and use minimum preservatives. Lush remarks fair trade, nominal carbon ft. print and reduced packaging do these points justify lush as an ethical cosmetic brand? Here we the idea to be mentioned is that (Naomi1991) feels that it could seem undisruptive to clean with a fruity cleaning soap women are unaware that these scented soaps underline and intensify their anxieties for food and eventually organisations make profit from insecurities.
The pseudoscientific dialogue to supply body organs like locks, skin and nails suggest depriving of nutrition which come from food they promise fundamental desires and needs to look beautiful and loveable obviously this leads to a wastefulness of slathering food on physiques and convinces consumer to get beauty with an expensive tag. Naomi's mental health point of view of fruity cosmetics makes Lush's moral marketing seem to be cynical. The complete concept of lush ethical cosmetics is based upon being as close as it can be to characteristics and the original goodness and wholesomeness of the actual food.
2. 4- Progressive Marketing Strategies:
Marketers have been using fragrance as a marketing tool but only relatively little research has been done on this, Baron (1983) looked into the power of scent by performing mock job interviews and discovered that regardless of abilities candidates putting on scents received higher ratings when compared with ones not wearing perfume. Lipman (1990) shown the actual fact that pleasant ambient perfume increased customer persistent waiting for you.
Lush personifies the sensory stimulation; it's the aroma that allures you right to the shop. The atmosphere of the shop itself is similar to entering in chocolate land. In words of Tag Constantine Co- creator of Lush
"Packaging is so boring. Smelling and coming in contact with is just more pleasurable for the senses. "
Philip Kotler identifies marketing as 'gratifying needs and desires via an exchange process Lush makes in shop experience wonderful for every customer, best benefit is you can see all in wide open soaps are stacked one on top of one another like rainbow and you'll touch and smell all you have to, unusual display and bizarre brands of the products such as bathtub jellies called "Buffy the backside slayer" and "Frankincense and Beer" attract attention. This review will analyse with this non traditional methodology and synthesise will lush have the ability to compete in long run with the advanced marketing strategies of its competitors as well as continue to be strong to its moral values defined.
"Walk around its (Lush's) amazing stores that reject every training of clinical retailing and create instead a warm, untidy space that screams differentiation. "
(Make Ritson, Associate Professor of Marketing, Melbourne Business College, 2005)
In goal of locating the marriage of consumer identification with Lush a fascinating Model is Kapferer Brand identification prism.
Lush focus on consumer group is supposedly consumers who talk about similar ethical values and personality. Ashforth and Mael (1989), it is imperative for brands to build up a positive identification that draws the attention, support and devotion of customers. Consumer's belief of relativity of self-identification and brand image offers them self-expressiveness.
Above mentioned books, similar studies and researches have provided extensive areas for considered to aid the look and performing research predicated on Lush honest and innovative marketing strategies. Optimistically this analysis provides more food for thought and support other relevant researches with paying particular focus on moral marketing and Lush's unique marketing strategies and its own consumer's id with the brand.
CHAPTER THREE
3. 0 - RESEARCH METHODOLOGY
3. 1- Research Idea:
Three fundamental strategies are described by Saunders et al (2003) in relation to research philosophy
Positivism: Positivism is the philosophical attitude that stands on authenticity of observation made by the researcher like scientists; the researcher assumes and makes interpretations as an analyst.
Interpretive: All attempts in this viewpoint are aimed to grasp the reality behind the noticeable. That is a subjective function as researcher conception is beyond the clear.
Realism: This might be most functional point of view as it acknowledges the actual fact that any behaviour has a strong influence of internal and external causes which may be identified or not by an individual.
A blend of Realism and Interpretive way shall be followed to execute this research. Onwuegbuzie and Leech claim that interpretive approach supports quantitative results with its rich data. Analysts goal is to identify the goal of Lush Beauty products to adopt ethical marketing, the outcome of its innovative practices and there relation to consumer buying behavior of lush products.
3. 2 - Research Approach:
Due to the nature of the preferred topic Ethical Marketing and Progressive practices adopted by Lush, deductive research way would be your best option.
This reasoning method will stream from observing procedures used by Lush, following the rules of ethical marketing and make a realization whether it is valid concept.
3. 3- Research Strategy:
There are two basic methods, quantitative which is more exact and scientific method of research and then qualitative research method which is dependant on descriptive framework. Sarantakos, (2005) Qualitative research is more flexible and relays more on pictures diagrams and information. Ethical marketing experts find it more beneficial to use qualitative solutions to find customer needs and first hand information.
3. 4- Data Collection Method:
Substantial evidence is required to support the hypothesis and verify research. Research information is accumulated from this level to reach a logical conclusion. Two resources of information are used primary and supplementary data.
Primary Research Data: Interviews with wide open questions, unstructured observations and direct surveys and can provide first hand credible information.
Lush Handmade Fresh Cosmetics: Lush is a private business which promises never to have a Marketing Section, Manager of the branch can take the responsibility to display and market their new arrivals. A questionnaire structured interview with the Lush Wimbledon Supervisor will be conducted. The questions asked would be descriptive and available ended. This will help in understanding the strategies of Lush progressive marketing and consumer frame of mind towards moral marketing.
Lush Customers: In order to understand the genuine motives of the Lush Cosmetics and its own consumers, a produced set up questionnaire (Appendix -A).
Keeping in mind scarcity of free time in modern-day times the questionnaire has been followed by Linkert 5 point size which is directed at the Lush customers. This questionnaire will highlight the consumer focus on group and reason to get Lush products in conditions of its organic nature, the efficiency of the product or ethical values. A sample society of 25 to 30 individuals is targeted to obtain factual data from consumers and corroborate them with Lush aims. Researcher intends to post some questionnaires on social networking websites like facebook Lush fan page.
Secondary Data: Supplementary information will received by accessing historical literature highly relevant to the chosen theme such as data from publicized sources, journals, research databases, business journals, literatures, circumstance studies, uncooked data, and data available from electronically.
3. 5- Data Research:
In data analysis the accumulated information through major and secondary resources is related to the established theories and models, this will lead to create a concrete finish and knowledge of the subject subject. Researcher can establish due to this data, if Lush is truly in charge of its contribution to the environment or if it's following latest pattern towards to become organic, to fully capture escalating organic consumer market.
Primary Data: Information accumulated through interviews, consumer research and aim for groups will be used to preserve our research. This will give a vivid picture consumer perception of ethical cosmetics to support further conclusions.
Secondary Data: More explicit conclusions would be produced to grasp the intentions of Lush for doing ethical marketing.
3. 6 Research Consistency:
Saunders et al, (2007) the uniformity of results collected by data collection techniques or research procedures is known as consistency. A unification of Qualitative and Quantitative techniques will examine the authoritativeness of sources.
3. 7 Research Ethics:
Researcher is designed to take an impartial way in this research, keeping the integrity of Lush Handmade Makeup the personal privacy and confidentiality of the info under consideration. Respondents will be informed that the recorded record is good for research purposes, and can ensure that the qualitative research is within the study matter.
Due awareness and awareness of local rules, specifications and rules will be ensured and compliance to the same is accepted as a responsibility of the researcher. Undue intrusion into personal issues, specific issues and communal issues will be thoroughly and strictly prevented and at the same time dignity of the respondent and their personal privacy and interests will never be compromised throughout the study or thereafter. Consent will be obtained prior to accessing any information whether print or online collection sources.
3. 8- Reflective Statement:
David Kolb's experimental learning circuit shows that learning starts off with a personal experience that escalates to a reflective section and abstract finish and finally causes an experimental stage that help mutate facts in the light of experience.
Kolb's experiential learning cycle. (Source www. johnmil. wordpress. com)
Kolb's Experimental Learning Cycle is very relevant with regards to Researcher expedition to writing a comprehensive groundwork for a comprehensive dissertation. Skills, valuable knowledge and first hand information acquired through this proposal writing process has laid a groundwork to built a framework. Researcher has a clearer picture of the map to follow in order to accomplish an exceptional piece of exposition; especially studying thought provoking various literature reviews and circumstance studies has given assorted point of views on the chosen matter. Gained information will definitely provide an improved strategy towards targeted dissertation.
Researcher is definitely an ambitious person at a young age she became fiscally independent, being a highly thinking about cosmetics she were able to produce a little scale home business of making skincare products using cultivated roses. Lush products and moral practises are extremely just like researcher's business methodology are quite comparable to Lush Fresh Handmade Beauty products objectives.
The procedure for writing of proposal and going to formal business education classes at Kaplan has persuaded the researcher to gain more strategic approach in her interested field. She confirms this as an opportunity to gain a lucid knowledge of diverse marketing strategies applied by the plastic company and scrutinize consumer reviews and company' motives and off course stability and balance of adopted strategies in long run. This can help her grow professionally and in my opinion.
Objective of the office research is to look at the Innovative Marketing practises of Lush Beauty products, reason behind their Ethical Marketing strategies and consumer drive behind buying Lush products.
Researcher has sketched out a set up action plan to approach Lush's managers and consumers with structured and unstructured interviews, questionnaires and catch collected information in documents so that she can escalate to a concrete experience.
Researcher is very thrilled to put her plans in to action and highly appreciates Yvonne Moogan's and Marilyn May's encouragement to choose a subject of personal interest that motivated her to come up with chosen issue and extensively enjoy this learning plan of action.
