Kiehls has a good reputation and brand image that this founded since 1851. So they can keep customers loyalty since they recognized its customers needs. On the other hand, their products are in natural ingredients such as epidermis cares cleansers and etc that the merchandise have more promises in quality. Plus they had strong person to person endorsements since there are good remarks when the clients after used our product. They focus on excellence customer service and retail experience therefore they will help their customers to resolve their problems.
Weaknesses
Kiehls is a company which reselling the product in natural. Natural is one of main substances of the product but it can simply duplicate by others. Because the customers have transformed their behavior, they might concern more natural products nowadays. Every company wish to use the natural basic products to attract the customers. Although Kiehls has good quality of service and customized products nevertheless they have less advertising of these products that their target customers would not know what these are providing.
Opportunities
Since there may be potential growth enlargement in the young lady market as well as the mens skincare market. Young females which in era of 16 to 20 are a good market for skin area products because they all love beauty so that require skincare products to keep their epidermis health. It is therefore a chance for Kiehls to target those young women market. Alternatively, mens skincare market is a good potential market for Kiehls because nowadays males tend to be more concern their health and skin.
Threats
The Kiehls has strongly competition in the facial care industry such as The Body Shop, Epidermis Food and etc. given that they provide similar products to their customers which will be the skincare. Also, customers might not use their product because they may have high substitutes such as Epidermis Food. Therefore the customers would like to compare the product with other opponents.
Brand development decisions
Kiehls is one of the successful company in beauty products industry because they are successful marketing mixture and using good online marketing strategy.
The Kiehls has strongly competition in the cosmetic care industry like the Body Shop, Pores and skin Food and etc. since they provide similar products to their customers which are the skin care. Also, customers may well not use their product because they have got high substitutes such as Pores and skin Food. Therefore the customers wish to compare the merchandise with other competition. Although Kiehls has a lot of competition they are very success in makeup industry for their good strategy.
Customer-Based Brand Collateral Model (CBBE)
Salience
Kiehls is a company which providing the merchandise in natural. Natural is one of popular materials people would like. Since the customers have clear understanding of the brand and products, they would concern more natural products nowadays. For nowadays, the natural basic products would be easy to appeal to customers, so a few of the clients will consideration to acquisitions because Kiehls has good quality of service and customized products for their target customer, that can be easy to recall them.
Therefore, Kiehls provide high quality product to reach customer needs such as how to improve their skin. Alternatively, Kiehls has well customer services provide to the customers. Especially the term of mouth of Kiehls is well since there are good responses when the clients after used their product. So can build a strongly marriage with them in order to keep the commitment of the client that they would acquisitions again.
Performance
Kiehls extension in the young lady market and also set up the mens skin care market. Young females which in age of 16 to 20 are a good market for epidermis products because each of them love beauty so that require skin care products to keep their pores and skin health. Therefore Kiehls to focus on those young girls market continue to provide new products for the kids.
Kiehls product is dependability and serviceability because Kiehls have combination of beauty knowledge, pharmacy, natural and organic remedies and professional track record, knowledge and experience. For that reason Kiehls developed a distinctive formulation, and the latest technology, to create special care products, also does not focus on nice packaging, because they're fully focused on product quality and effective for their customers.
On the other hand, mens skincare market is one of the new line on Kiehls because nowadays men tend to be more concern their health insurance and epidermis. Kiehls have understand the latest marketing must provide suited products and price for aim for customers.
Imagery
Kiehls understanding the clients needs so that they set up online purchases system because of their customers also can throughout this technique to expand their marketing.
Judgement
In April 2000, LOreal was purchases Kiehls, it also a professional skincare company and they're support one another. It show that Kiehls is believable and professional.
Feelings and Resonace
Kiehls has a good reputation and brand image that this founded since 1851. To allow them to keep customers loyalty since they known its customers needs. Alternatively, their products are in 100 % natural ingredients such as pores and skin cares cleansers and etc that the merchandise have more promises in quality. Plus they had strong person to person endorsements since there are good remarks when the clients after used our product. They concentrate on excellence customer service and retail experience therefore they'll help their customers to resolve their problems.
Evaluation of the role of the marketing mix (4P)
Price
Most of Kiehls products continue to be at a middle range of price, around HKD100 to HKD300 or above. One of Kiehls price strategy is provide products sample when the client purchases. Kiehls offers substantial levels of free product sampling in retailers. (Andrea, Marco S & Esther 2010)
Place
Kiehls established web store and local stores across the world.
Kiehls try meet their customer needs for customers whose preferring online shopping can entry it website to purchases.
For the Kiehls stores, they are using lab design to entice people eyes-contact.
Promotion
Kiehls using a non-traditional marketing promo strategy. They offer free product examples and to count on reliable person to person to promo themselves. Word of mouth is non-traditional marketing approach. "Today, increasingly more companies have started to include word of mouth in their marketing mixture. (Eda 2009)
Kiehls also us online to do advertising, for example they would update all latest information and products on the website.
Product
Kiehls to now total have over 161 calendar year, that mean they have long time record in skincare market so that their product is believable.
Kiehls by using a simple emblem written in dark font with a white backdrop which will make it super easy to learn.
The design of the products are also easy to match with their logo design. Also the using way and composition is show on the container make customer easy to understand the power on using time.
Kiehl;s have 5 range of product include face and skin care, body health care, mens care, wild hair care and sunburn cover products. ((Andrea, Marco S & Esther 2010; Kiehls website)
Kiehls attempts to use natural ingredients in their complete product because the brand also cares about the surroundings subject. ((Andrea, Marco S & Esther 2010; Kiehls website)
Also all product program done with recyclable materials, it can be show Kiehls is value the environment at the same time.
Brand Identity and Positioning
Physique
Kiehls is natural skincare and hair caution brand when they provide they will doing a very long time research to guarantee the product quality.
Kiehls the brand image and the product design is ideal match with their create image.
Kiehls all of the Kiehls shop the look same.
Kiehls marketing activities are also steady with the brand value. They may be less advertising, their main promotion method is using term of month to get success in your skin caution market.
Personality
Kiehls the merchandise package most of them is using recycle materials it could be increase their image and draw in more customer to buys again.
Culture
Kiehls is a family owned or operated company, created 160 years ago with a pharmacist. More than 160 years, and its own success, as a result of quality of products there's a long background of research and advancement. Their products are made of natural ingredients, with no chemical additives.
One of these viewpoint is the value: value of the knowledge, of the merchandise quality and of the clients expectations. Its because of these 3 key phrases that Kiehls is long-lasting. (Kiehls Website)
Relationship
Kiehls is a brand that is near to its consumers. Kiehls try to service and to every customer, pay attention to the needs of consumers and also to set up a long-term marriage of trust. Their slogans "Try before you get it. " because they provide a lot of examples to customers. It also shows the self confidence of their own products and own brand.
Customer Reflection
Today's customers need more skincare products. Kiehls value them, continue steadily to provide new suitable skincare product. Also the will provide suited advice or recommend for their customers.
Self-Image
Kiehls the emblem is a simple logo. It is dark fontkiehls with a white qualifications which make it very easy to read. Kiehls company logo has been designed in a simple, professional and beautiful way. Classic black and white two colors, it is an indicator of an extremely clear, clean this flag resonate with the own skin care products, simple, efficientpurposes.
Kiehls don't have beautiful presentation they are using simple style to attract customer. Allows customers concentrate the ingredients shown on the product packaging.
