UK vs USA Report
Lydia Warren N0728408 I confirm that this work has gained ethical approval and that we have faithfully observed the terms of approval in the conduct of this project. Signed: ................ Date: ..../..../........ Word Count: 3284
Contents 4
5
Introduction Methodology
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15
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Brand History
Brand Audit
Brand Identity Prism
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Brand Personality
Brand Health
Social Media
Facebook, Twitter and Youtube
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27
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Benefit Ladder
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Product Portfolio
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Target Consumer
UK Consumer
UK Pen Portrait
US Consumer
US Pen Portrait
Market Health
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UK Brand Positioning
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SWOT Analysis
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Brand Extension
UK Competitors
US Brand Positioning
US Competitors
UK PESTLE Analysis
US PESTLE Analysis
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Conclusion
Bibliography
References
Ansoff Market Entry Matrix Strategy
SWOT of Idea
Extended Marketing Mix
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List of Illustrations
Progression Plan
75 Appendix
Introduction
Miller Harris is an artisan perfume
brand distributing their products in the United Kingdom and various places across Europe. This report will analyse and understand the depths of Miller Harris as a fragrance and gifting brand and begin to understand their position in the market. Similarly the fragrance market will be analysed in the US, with consideration given to how Miller Harris will expand into the United States, and the specific market entry strategy that will be used to achieve successful launch into the US.
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Methodology and Design Research Rationale
research
Primary research was conducted and included by conducting surveys to understand the consumers, and store visits of relevant stores in the US. Secondary research was conducted in research of Miller Harris and connected brands, and reports such as Euromonitor to understand market health.
objectives
The objectives while carrying out research outlined above was to gain key insight and understanding the fragrance market appealing to customers aged 35-50. In addition to this, the research objectives were to also gain understanding of consumer views of Miller Harris and their awareness amongst target age demographic.
method
Visits to multiple fragrance stores in the US, and department stores, were made to understand the US fragrance market and how they perform. In addition, two surveys were created to understand how the brand is perceived by the target demographic and how aware people are of the brand.
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Brand History
Launched in 2000, by perfumer Lyn Harris, Miller Harris is a bespoke perfumer specifying in natural aromatic scents, creating innovative yet timeless fragrances. Lyn Harris spent five years training in Paris as a perfumer. Before launching Miller Harris, she worked creating individual scents for clients. Since conception, the brand has further developed its perfumery and the fragrances released, which have been extended into gifting ranges such as candles. Lyn Harris has now left the brand in the hands of CEO Sarah Rotherham. While the brand has developed its product lines over time, the core of the brand has remained the same, staying true to its roots and reflecting an element of the Parisian style in every aspect of the brand.
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Brand Audit Mission Statement Miller Harris’ is dedicated to producing artisan authentic fragrances and scents to appeal to target consumers, delivering an experience for the customer with exquisite customer service, using the integrity and knowledge of our staff.
Values
Vission To provide personal scents to all, evoked by the stories and memories that relate to the wearer, creating happiness and contentment through our products.
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Brand Identity Prism Physique
Personality
- Artisan perfumes - Simplistic colours - Elegant design
- Educated - Eloquent - Elegant
Relationship
Culture
- High quality - Personalised customer experience - Loyal
- Memories - Sentimental - Emotion provoking
Reflection
Self-Image
- Sophisticated women - Care about quality products - Buy into natural products
- Bespoke - Artisan - Niche
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exp
e c n e i r e
Benefit Ladder - The experience of buying a Miller Harris product comes from the high level of experiential marketing present in their stores. - Miller Harris is educational and aspirational and provides lifestyle along with the physicality of buying a product.
social
- Miller Harris is a lifestyle of fragrance, in perfume, in bath and body, in room fragrance. - Miller Harris is associated with a lifestyle that is rich in culture, intelligence and happiness. - Miller Harris is recognisable and distinctive, providing customers with a loyalty and trustworthiness.
emotional
- Trust is placed in the brand and the products due to their transparency and customer relationships. - Personalised experience is provided through the personalism of fragrances being suited to the customer.
functional
product
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- Fragrances that will scent all areas of your life, reflecting your personality in the fragrances chosen. - Organic raw materials used to provide niche fragrances appealing to those who are interested in natural products. - A unique fragrance brand. - High quality. - Gentle on the skin.
Brand Personality The personality of Miller Harris is prevalent throughout the product range and the story reflected through this. Miller Harris’ personality has developed over the 18 years of the brands development. Miller Harris has been associated with Paris through its conception and the Parisian personality reflected in the products.
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Miller Harris is gentle, educated and simplistic. Miller Harris is subtle, accommodating and inclusive. Miller Harris is mature, empathetic and feminine.
Brand Health and Awareness
In order to understand the brand and the way it is performing it is important to analyse the brand health and the brand awareness. To understand the perception of the brand, a survey was conducted and filled out by 100 respondents. Questions included explored the idea of how well known the brand is. The respondent demographic was 94% women, and 6% men, with 47% of respondents aged 42-50, which is the target consumer age range of Miller Harris. This is useful information to be able to understand how the brand is perceived by their target consumer and how well known it is. When asked, “Have you ever purchased from or been given a gift from Miller Harris?”, 93% of respondents replied no. This is a big indicator for the brand in terms of their awareness. However, amongst those know the brand, it was described as “looking very upmarket and something I would purchase” and “High end brand, have a couple of their perfumes, nicely packaged, often think similar angles in the bottle to Jo Malone.” In terms of awareness, these descriptions are accurate representations of the brand. It is interesting that the brand was described as similar to Jo Malone, as Jo Malone are one of Miller Harris’ biggest competitors in terms of similar brands. 15
Social Media
When considering the social landscape of Miller Harris and the ways in which they interact with their customer, Facebook and Instagram was analysed. According to Edison Research’s ‘Infinite Design’ report, “the portion of Americans reporting that they currently ever use the service [Facebook] has declined from 67% to 62% among Americans aged 12+.” (Social Media Today, 2018) This information inspired the further investigation into the way that Miller Harris use their Instagram account, as this is more effective than Facebook. In analysis of Miller Harris’ Instagram, it is clear that the brand is active on their account, however does not have a large following, with current follower count at 17,4000. While this sounds like a significant number of followers, it is not in comparison to some of their competitors such as Jo Malone, who have 870,000 followers. In terms of the content that Miler Harris, it is clear that they are using Instagram to its full capacity as they are using all of 19
the features available, such as videos, Instagram stories and one of the latest features, the shopping tag, allowing users to click on a product and be taken directly to the page to buy the product. Miller Harris also use the account to promote events aswell as products, as displayed in the middle image. This event at Truman Brewery was the launch event for one of their new ranges, which was featured on their Instagram stories, sharing inside clips with followers who were not at the event. Similarly, Miller Harris run a user generated content theme on their Instagram, called “#flatlayfriday� in which they use customer images of Miller Harris products and feature them on their own Instagram accounts. This is a really effective way of including their customers and featuring other Instagram accounts to gain exposure from. This creates a very personal connection for the customers to the brand, something which is pivotal for the brand to maintain strong customer relationships. 20
Facebook, Twitter and YouTube Aside from Miller Harris’ Instagram account, they also use social media via Facebook, YouTube and Twitter. While these are not as popular for brands, it is still important that Miller Harris is represented across all popular social media channels. Facebook and Twitter are used in very similar ways for Miller Harris, however there is not as much content output as there is on their Instagram account. This could be for a number of reasons but mainly due to the popularity of the networks for brands such as Miller Harris. However, it is still important for Miller Harris to be reaching out to consumers across multiple platforms as the average demographic using social media platforms is different across channels, for example, the average age of Facebook users is 25-34, while the average age of Instagram users is 18-24 Miller Harris’ YouTube channel is used to share promotion videos of new launches such as the Scherzo X Tender range. The channel only has 137 subscribers, with the average viewing on each video at around 35,000 views. As this is not the main social media channel used for brands, it is understandable why these engagement statistics are significantly lower than other channels.
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Product Portfolio
Miller Harris have a wide range of products, initially stemmed from fragrances as Miller Harris started as a perfumery. The four original scents launched in 2000 made up the core collection with ‘Citron Citron’ being the only fragrance from the initial collection still in production. Miller Harris later expanded into gift sets which have allowed them to expand their product range into another market that may appeal to a wider range of consumers. The gift sets include bath products, body products, small samples of fragrances and candles. These allow consumers to test products in sample sizes before purchasing the full size. They also launched Discovery Sets, which are a collection of small sample fragrances that allow the consumer to test small sizes of a fragrance
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before deciding which one suits them. This is a personal way of testing the products as it means they can wear the perfume in day to day life and test the product in the way it would have been used. Alongside the core range, Miller Harris release fragrance lines that are their feature products, such as the Scherzo x Tender range, and the Forage collection. Miller Harris use stories and literature to inspire these collections. In terms of the price ranges of the products, Miller Harris has a wide price range depending on the type of products, from around £20 to £170. The fragrances sit around the top end of their price range, with the core range between £75 and £105.
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Target Consumer
Miller Harris have a specific target consumer in order to appeal to the correct demographic in their products. While their products as accessible by many and are versatile in use for different people at different stages of life, there is a clear target market group in which Miller Harris are launching their products towards. This is important for a brand to have a specific target market as it means that they remain focused and in line with their brand direction, as otherwise there is a risk on non-continuity of their products.
The target consumer for Miller Harris is female.
While Miller Harris have expanded their range and launched a collection for men, the majority of the products is still prominently aimed at women. The delicate notes of florals in the fragrances appeal to women, alongside the illustrative packaging with simple outlines of flowers on the bottles, or the feminine colours used in Miller Harris’ advertising.
The age range of the target consumer is 35-50.
This is due to many aspects, such as the price range of the products, the literature-based stories behind the products, and the specific scents that by nature of the smell appeal to a more mature audience. In primary research, samples of some of the popular fragrances were sourced in order to smell and understand the target consumer.
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The target consumer is educated.
Miller Harris have considered the stories and details of the products and used literature references such as F. Scott Fitzgerald’s literature to inspire their products. While the consumer does not have to be educated in terms of this, the messages and meaning of the products may be lost on a consumer who is not interested in the literature and art references behind the products.
The UK Consumer
In order to understand the consumer to make a pen profile, research was done to understand the behavioural patterns of a UK consumer. A report from Marketing Week explores the idea that the UK consumers are much more careful spenders and that they have taken the recession to heart more than US consumers, meaning they are more careful with their money. The article goes on to explore the idea that the UK consumer is a true romantic, with British people preferring a meeting of relationship with the brand, how the British are true romantics. The idea of the UK consumer being more sparing with money than the US consumer means that this needs to be considered when marketing products to the UK consumer. This has been considered in the current pricing strategy for Miller Harris. When considering the use of social media by the UK consumer, an average of 1 and a half hours is spent on a mobile per day. This is a useful statistic to consider for Miller Harris when developing their expansion strategy. 27
Name: Lucy Age: 44 Profession: Journalist Hobbies: Yoga, lunch with friends, reading Lives: Tonbridge Wells, Kent Other: Financially comfortable, 3 daughters, aged 19, 16, 12, gets bought Miller Harris as gifts, and then repurchases, likes the story of Miller Harris products
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The US Consumer Explored by Marketing Week, the behavioural traits of the average US consumer are very different to the UK consumer in that the US consumer is much more confident and selfassured in their purchases and behaviour. US consumers are more caring and more affected by emotional adverts that the UK consumer, which is something that can be considered in the marketing strategy for the expansion of Miller Harris into the US. Americans are a lot more optimistic in outlook and tend to be more positive than UK consumers. This idea is useful to inspire the marketing of the expansion plan. The US consumers wants an emotional connection to the brand and a strong relationship. The US consumer wants marketing that will directly create a relationship with them and the brand, meaning that they feel connected and involved. Similarly, 70% of US consumers expect personalisation from online brands (Linkdex, 2014), suggesting that personalised and emotionally connecting marketing will appeal to the US consumer and invest them in the products.
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Name: Jennifer Age: 37 Profession: CEO of a PR agency Hobbies: Salsa and zumba, cooking classes, listening to audio books Lives: Washington DC Other: Lives in an apartment with her cat, business focused, regular customer, travels with work, single and independent, buys into organic markets - food, perfume etc
us consumer pen portrait
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Market Health When understanding the expansion prospects for Miller Harris, it is important that the market is understood and established in terms of how it is performing. According to Euromonitor reports on the Fragrance market in the US, the market is currently sitting at 8.1M US Dollars. The graph shown below predicts the forecasted growth of the market. This is a positive for Miller Harris when considering expanding the brand overseas, as it is clear that there is a solid future for the brand and that there will always be a big stokehold in the US market for fragrance. In terms of finding a gap in the market for Miller Harris, the quote over page explores the idea that consumers are now more interested in “authentic story-telling, niche and artisanal scents” which is exactly the specific elements of Miller Harris’ brand that makes them stand out amongst the competitors. A quote from Vanessa Urenda, of Lamini NYC explores the idea of the story and details of products, “Consumers appreciate the story and the details of the products. (Urenda, V., 2018). This quote is apt for Miller Harris and their expansion plans into the US as the story and details of the products, something that Miller Harris does exceptionally well, is important to US consumers.
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The world has evolved, and consumers are now drawn to aspirational lifestyle brands, authentic story-telling, niche and artisanal scents and a gender-neutral positioning.
Euromonitor, 2018.
UK Brand Positioning
High Price
Based on Fragrance
Based on Storytelling
Low Price
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UK Competitors
When considering how Miller Harris fit in amongst their competitors, it is important to understand in more detail the competitors and what service they are offering. Miller Harris have two different types of consumers in terms of those who are high up in the fragrance market and those who are doing similar to what Miller Harris are doing. Jo Malone is a very well-known luxury fragrance company operating in the UK and are at the top of the game in terms of their brand awareness and how well it is received by their target consumer. While Jo Malone are exceeding in their field, they have a different core message than Miller Harris, as they are not as focused on the story behind the fragrance. In essence, Jo Malone are a big competitor for Miller Harris, but not close enough in products that Miller Harris could be pushed out of the market by Jo Malone. However, Maison Margiela are a direct competitor for Miller Harris as their fragrance line carries a very similar message to Miller Harris. Their Replica Eau de Toilette range focuses the scents around specific fragrances, such as “At the Barber’s”, “Tea Escape” and “Lazy Sunday Monday”. These fragrances are all based on stories and memories, similar to Miller Harris, and priced at a very similar price point.
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US Brand Positioning
High Price
Based on Fragrance
Based on Storytelling
Low Price
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US Competitors
Similarly, to the UK competitors, Miller Harris is competing amongst a variety of consumers in order to stand out from the crowded fragrance market. In terms of the competitive market amongst companies who are focusing on the story of the products and the natural ingredients, Marble and Milkweed are a big player in the market, along with Strange Invisible Perfumes. Both of these companies are pricing their products at a much more market entry price, catering more to the mass market. While these companies are not offering the luxury fragrances like Miller Harris are, they are providing a similar story to Miller Harris but at a much more affordable price. This means that if Marble and Milkweed and Strange Invisible Perfumes were to put more development into their storytelling and the meanings behind the products, it means that this would put Miller Harris at a risk of becoming less popular if consumers can get the same products for a more affordable price.
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PESTLE Analysis - UK
political
“Fragrances is a unique category that relies on imports of oils and specific products that come under tight regulation and legislation. Brexit may represent a potential threat over the forecast period for companies who import these types of specific products into the country and produce their perfumes in the UK. This would be a threat to independent brands producing in the UK and which do not have the resources to take on extra administrative work or the willingness to produce abroad. Only larger groups would be able to compete and stay afloat in this type of context.” (Euromonitor, 2018) This will affect Miller Harris in terms of their ingredients as they are keen to source organic materials and ingredients, which could be affected by Brexit.
economic social
The UK economy is to grow around 2% after Brexit with spending on the rise on essentials such as personal care, including fragrance. “We expect the UK economy to grow around 2% after Brexit, with consumers spending rising at a similar rate but increasingly focused on housing and utilities, financial services and personal care.” (PWC, 2017) This is a positive impact for Miller Harris as there is an increase forecast in the amount of spending on personal care items, which includes fragrances.
A social factor that affects the fragrance industry is the idea of brand loyalty. Customers are willing to try lots of brands until they find the correct product for them, and then are very keen to stick to a brand. Brand loyalty is something that spreads horizontally, meaning that if Miller Harris was to expand their product line, their customers are likely to buy into this.
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technological legal
Mobile shopping is increasing and the use of technology to do so has increased. The use of apps and online websites to do shopping rather than going instore means that Miller Harris need to follow this rise. According to We Are Social, out of the 64 million people in the UK, a huge 92%of these are internet users, creating a massive opportunity for e-commerce for businesses and Miller Harris.
There are legislation plans that may affect the marketing of a business. Ingredients in the beauty industry are tricky as there are ingredients that cannot be used in certain products. The Federal Food, Drug and Cosmetic Act (FD&C Act) and the Fair Packaging and Labelling Act (FPLA) are the leading laws in which the beauty and cosmetic industry must follow. This is something that does not affect Miller Harris as much as they strive for organic and natural ingredients in their products.
environmental “The fragrances industry is also being increasingly influenced by growing consumer awareness and healthy lifestyles. With consumers seeking greater transparency, they are also looking to avoid superficial and chemical ingredients to put on their skin. There is thus space for growth for more natural, organic and vegan products, which are “free-from” and naturally sourced. Brands, such as L’Occitane, are managing to tap into this concept, which also creates scope for new players to grow.” (Euromonitor, 2018) This is a positive for Miller Harris as they pride themselves on their raw, organic materials and ingredients used in their products.
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PESTLE Analysis - US
political economic
The unemployment rate in the US has seen a 3.9% drop in May 2018, which is a significant drop. This means that there is emphasis on the importance of job seeking and creating jobs. By expanding into the US, jobs will be created by Miller Harris. While this is not eliminating the issue at all, the growth of the business in the US will mean that an increase of job vacancies will be created over time. According to Marketing Week, the US consumer is more willing to spend more freely and spend more than the UK consumer. This means that the consumer is more willing to spend on personal care and personal goods, such as fragrances. This is a positive aspect for Miller Harris as It means that the rise will mean there is an increase in the spending on personal care products, such as fragrances. This also means that consumers will be more keen to spend significant amounts of personal care products as gifts, which falls in line with the market expansion strategy for Miller Harris.
social
“The USA is the third most populous country in the world with a total population of approximately 326 million. It sees one birth in every 8 seconds, and one death in every 11 seconds (US Census Bureau, 2017). While it is not in the top 20 list of aging population in the world, still the USA has a big aging population which can cause problems, particularly in the supply of labour. People are generally health conscious; however, fast food culture has contributed to obesity and other illnesses in the country. A majority of the population has a liberal mindset; however, the country witnessed racial tensions recently. Socio economic mobility in the USA increased from 1950 to 1980; however, according to some studies, there has been a decline since 1980. Socioeconomic mobility refers to the upward or downward movement of people from one social class or economic level to another.� (How and What, 2017)
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technological legal
According to a report by Forbes, entitled “A Split Screen: Online Information and a Human Touch�, customers tend to prefer the mix of technology and instore experiences. This includes in store technology aswell as technology of the brand used within the home, such as apps and online sites. Almost half of the retailers surveyed by Forbes said that their customers research both online and instore, meaning that they prefer an omnichannel shopping experience. (Forbes, 2017)
It is important that there are no copyright laws that would classify the products that Miller Harris are bringing into the US as similar to ones that already exist in the US fragrance market. This is important as it could cost Miller Harris a lot financially, aswell as in terms of their reputation and their product line, and obviously success in the United States.
environmental The rise of allergies in the US has led to more conscious decisions about the organics of products they buy and where they are coming from. As Miller Harris are an organic brand, this is not a concern for the brand when considering expanding into the US. However, this does mean that when making their products for the US market, they need to consider where they are coming from and the sourcing of the ingredients in order to appeal to the conscious decisions of consumers.
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SWOT Analysis
- Miller Harris appeal to the gifting market by offering a range of sets and product groups which can be bought and gifted. The fragrance sector is something which is very popular for gifting gifting. - The brand is focused around the stories of each scent. This is something that appeals to those who wish for more of a story in their fragrance. - The brand has a very strong brand image. Miller Harris are efficient in their visual branding, and their marketing all reflecting the brand, therefore creating a consistent, strong brand image. - Similar to the brand image, Miller Harris have a strong interaction with their consumers on social media. For example, they run ‘#flatlayfriday’, in which they feature consumer images of their Miller Harris products on the brands Instagram. This means that the brand is creating a strong relationship with their customers and a relationship that will bring them recurring sales with their loyal customers. - The brand has strong relationships with other brand and influencers. An example of this is the florist that is featured in a lot of their Instagram posts, in which they always credit her.
- There is growing demand for male grooming products, and therefore expanding their range into men’s products could be a potential way to grow the business more. There is more of a demand for unisex scents also, which could be a way of safely expanding into male products. - Competitors such as Jo Malone regularly hold events for bloggers and influencers which gets the exposure. Miller Harris could do similar and send new products to bloggers who reflect their target audience in order to gain exposure from their followers. - Alongside this, Miller Harris could grow their brand by collaborating with bloggers who fit their brands image well. This could include releasing limited edition lines that have been created alongside the blogger or influencer.
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- Their social media footprint is lacking in comparison to their other competitors, such as Jo Malone and Diptyque. This means that they are not as well-known as their competitors and they are not appearing on lots of social media pages. Similar to this, they have a very small Twitter platform of only around 3500 followers. This is a weakness for Miller Harris as they are not making the most of the huge impact that social media has and the growing impact that could have on their brand. - The recognition and brand awareness of Miller Harris is not as well-known as their larger competitors. While this is due to the other brands being larger and more well established, this does mean that Miller Harris will have to compete more against them in order to retain their place in the market and to avoid being driven out by their competitors. - The number of stores that Miller Harris has is a weakness that means they are not having as much exposure to consumers. By having only 4 stores in London and other stands in concessions, it means that they are not appearing on high streets or in many shopping centres, potentially causing them to lose out on custom. While the amount of concessions they have is a positive, these are not representing the brand in their fullest way, which would be through stand-alone stores.
- Due to the higher price point, with their continuity perfumes priced at around ÂŁ80, some consumers may be deterred by this and prefer to go for the more affordable option. - As Jo Malone has already expanded into the US, there is already a British fragrance brand established in the US, meaning that this could be more difficult for Miller Harris. - Similar to this, the perfume market in the US is already over populated with the likes of big luxury brands having expanded into this market. This means that Miller Harris need to establish their niche in the US market in order to be successful.
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existing markets
Ansoff Matrix
existing products
new products
MARKET PENETRATION - Increase core collection line by adding new scents - Develop bath and body range by creating the same products in new fragrances that haven’t been made into bath and body yet eg Scherzo x Tender - Expand the gifting range by including candles and body products in sets alongside the core fragrances in the range
MARKET DEVELOPMENT - New geographic market: expand into the US and Asia by developing their existing products to appeal to the market they are expanding into. This would mean considering which fragrances are best suited to the consumers and the demographic of the country of expansion. - Collaborating with bloggers and social influencers to expand on the exposure they receive
new markets
PRODUCT DEVELOPMENT - Existing scents developed into solid perfumes, and oils to be used in bathing. These would fit in amongst the existing product ranges and could be made using the scents of the core range that exists already. - Offering personalised packages where you are able to create a gift set using the existing products.
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DIVERSIFICATION - Develop a service offering flowers to buy which are the florals used for the perfumes in the core range. - Create a service where when brought back an empty Miller Harris product the customer gets a new product for 20% off full price.
market entry strategy
entering the US market
Market Entry Stragegy For Miller Harris’ brand stretch strategy, a US specific strategy has been formulated in order to enter the US market. When considering a brand stretch idea, it is important that the consumer has been considered and what the market looks like in the US in terms of reaching the demands of the customers with the product launch. For the range to launch into the US, Miller Harris will launch a collection called ‘Your City, Your Scent’. This range will initially be launched as 4 city specific perfumes, New York, Dallas, LA and San Francisco. These cities have been specifically chosen in terms of the different personalities that they reflect and what the city is known for. For example, the personality of New York is extremely lively, very vibrant and constant, whereas on the other hand, LA is a very relaxed, calm, with a slow pace of life. This will be reflected in the scent as the fragrance will smell like the city, in an emotive way. In order to establish this, market research will be done in the US to understand the cities personalities and the fragrance scents of choice of the citizens who live there. A specific marketing strategy will be formulated creating adverts to be shown in the specific cities asking people, “What does your city smell like to you?”. This market research strategy is in line with the demand from American citizens for personalisation, as 70% of American citizens expect personalisation from online businesses. (Linkdex, 2014) This product range will be launched in stand-alone stores rather than concession stores. This decision was inspired by Vanessa Urenda, who gave insight that consumers in the US are now looking for experience rather than the convenience of department stores. While it is riskier for Miller Harris to open new stores, but it allows the brand to stand out amongst other brand which are operating in concessions. This was visible during our primary research in New York as there was a larger quantity of perfume brands retailing in department stores such as Macy’s and Saks on Fifth Avenue, and not too many stand-alone perfume stores. Diagrams and mock ups have been created to visualise what the range would look like. Firstly, a mock up billboard advert has been created to understand the ways in which the products would be advertised. Secondly, a mock-up of the 4 cities perfume bottles has been created. These are an initial idea, including the skyline of the cities to make the bottles distinctive.
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k r o y w ne
los angele s 51
dallas
san francisco 52
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SWOT Analysis of Expansion Idea
- Personalised to cities
- Limited to 4 cities in initial launch
- Remains within brand image
- Products could not be sold in another country or added to core range
- Collectable - Risky to simultaneously launch new range alongside core range
- Opportunity to be gifted
- Can easily expand and create scents for other cities and states
- May not be popular in specific cities as it is not inclusive of all consumers
- Can launch scent range into other products - May not reach all consumers if they are such as candles and bath and body items not aware of the brand
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Extended Marketing Mix
price
The price of the fragrances will be kept the same as the fragrances in the core range; $100 for 50ml and $140 for 100ml. This is strategic as it means that the consumers will not be alarmed or put off the prices in relation to the other products in the core ranges.
place
The products will be released in the 4 standalone stores that will be created in the chosen cities in the USA. Alongside this, the other place to purchase the products will be via the Miller Harris website.
product
promotion
people
process
productivity
physical environment
The product range in the initial launch of ‘Your City, Your Scent’ will be 4 scents personalised to 4 cities that they will be launched in. They will be available in 75ml and 100ml sizes.
The employees in the stores in the USA will be briefed on and have product knowledge of the core range alongside the knowledge of the ‘Your City, Your Scent’ range. While these products will be distributed in the US, there will still be the chance to buy them online from across the world. This means that the employees in the UK and Europe stores will have an understanding of the products.
The quality and productivity will be ensured in order to maintain correct cost management strategies ensuring that the business does not create loss or a detrimental loss in the launch of this market entry strategy.
There will be pre-launch promotion of the new range to spark excitement in the consumers. After the initial launch there will be a less intense post launch promotion strategy to maintain the interest in the products and the range. If the range is expanded, there will then be a higher level of promotion again.
The initial launch of the ‘Your City, Your Scent’ range will be a fairly quick process in terms of implementation, as it will be introduced in the US alongside the core range. In terms of the range expanding at some point, this will be done at a time when it is suited to the brand and their natural progression.
The environment of the shops will be the same as the way the shops are run in the UK, with lots of experiential marketing in the stores. However, each store will be personalised in some way to the city it is in. This is the same for the uniform of the employees. 57
Progression Plan
A progression plan has been created to understand and predict the way in which the launch will develop and progress across a 5 year and 10 year plan. This plan has been created on the understanding that the initial launch of ‘Your City, Your Scent’ was received by the consumers as hoped and is performing well in
the perfume market. This is important to be able to have clear direction for the progression of this launch before initially launching the products as the brand have to be prepared for extensions of the range if it is received well. If it is not, the brand will have other plans to adapt the launch to suit the customer.
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Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Year 8 Year 9 Year 10
‘Your City, Your Scent’ will be launched in the US in the 4 chosen stores. The new collection will be launched alongside the current range. There will be experiential marketing in the stores which make the stores specific to the scent and the city. ‘Your City, Your Scent’ is successful in the stores it has launched in and now expands into a gifting rage. This will include the fragrance, a body was and a body lotion, which are all fragranced with the scent for the specific city. These will be priced at $200 as all products are full size. As the launch has been very successful, the brand now expands the product range into other states. Another 6 states will be added to the range to mean there are 10 city scents included in the ‘Your City, Your Scent’ range. The 6 new cities that will be added are Chicago, Philadelphia, San Diego, Washington, Florida, Seattle. The 6 new cities have been added to the collection in the form of just fragrances and have been received well, and therefore Miller Harris now expand these fragrances into the bath and body set like the 4 original scents, meaning there are now 10 scents in the bath and body gifting sets. In the 5th year of ‘Your City, to launch the campaign with 10 10 cities, and use the celebrity ranges boom in popularity and
Your Scent’, Miller Harris decide celebrities who were born in the endorsement to see the product engagement from the consumer.
As the celebrity endorsement launch has been successful for the brand, the decision has been made to launch a masterclass in the 10 chosen cities allowing the consumer to understand the makeup of the fragrances and create their own scent for their city. As the consumers have taken well to the extension of the product range, there will be a personalisation service added to the range in which consumers can choose to have engraving on the bottle which can be used for gifting or for personalisation for themselves. Similar to year 6, an extension of the locations is added, and there will be a fragranced released which is Miller Harris USA fragrance, alongside a UK one which will be launched in the UK at the same time. In order to not overcrowd the range, there will be no more expansion of the US ‘Your City, Your Scent’ Range, and instead in year 9 the focus will be on maintaining the engagement and interest from the consumers in this range, which will be done through the continued marketing of the range. As the brand has been so successful in their expansion into the US and have been trading in the US for 10 years now, Miller Harris will consider the possibilities of expanding into another country or country, such as Asia. 60
Brand Extension
In extension of what Miler Harris are already doing, there is room for improvement in terms of their online presence and social interactivity. In order to expand and grow their brand, it is important that the brand have an active and large social media presence and make use of all outlets. One of the ways in which Miller Harris can do this is by creating an app. Online shopping and shopping on the go have significantly grown with various clothes and accessories brands having apps. This will allow the user to have an on the go shopping experience with Miller Harris, meaning they offer experience and convenience. In addition to this, the idea of having a celebrity ambassador to represent the brand both in the UK and the US will allow Miller Harris to bring in a wider demographic. A suggestion of a good brand ambassador for Miller Harris is Emma Watson. While she is a quintessentially British actress, she has a large impact both in the UK and the US. She is an educated woman, linking strongly to the literature themes that run through Miller Harris’ products and storylines. She is also a very mature successful woman, which falls in line with Miller Harris’ target consumer. By using Emma Watson, Miller Harris will gain more exposure as fans of Emma Watson will become more aware of the brand, giving Miller Harris more customers. Emma Watson would be the face of the brand, meaning that she would feature in adverts and social media posts. A way to develop this would be for Emma Watson to eventually create her own range with Miller Harris.
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Conclusion
In conclusion of research
and understanding of the brand and how the market entry strategy will take place, it is clear that a gap in the market has been established for Miller Harris, meaning they have an strong chance at succeeding in the market, and therefore developing and thriving in the US. The progression plan is crucial in terms of strategic timing in order to develop gradually in the US, planning for longevity in trading in the US.
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Not only has the market entry strategy considered the product development, it has also considered the demographic and demands of the consumer, which will create a connection with customers, developing a relationship that will lead to firm brand loyalty, allowing Miller Harris to continue in the US market for a long amount of time, and being successful in that time.
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