Marketing Strategy to achieve objectives: 1. Become a profitable business in the luxury sustainable UK beauty sector in the first year by reaching target sales revenue. • establish an achievable profit margin • base price on target market’s disposable income • personalise the promotional strategy • make online store user-friendly • monitor total costs to ensure profitability • record customer’s product formulas to enable easy refill purchases • streamline omni-channel marketing strategy to create ease for the customer
2. Achieve a strong competitive advantage in the first three years by gaining a larger market share than the identified competitors. • develop a cohesive communication strategy to increase brand recognition • equip customers with expert knowledge to help them build their ultimate cosmetic collection • deliver impeccable customer service to maintain customer-brand relationships • refine product range to create the highest quality products • use natural, cruelty-free ingredients that to do not compromise the health of the consumer • offer an experiential service to create a memorable brand experience • establish a solid highstreet presence by opening concept stores across major UK cities
3. Build a strong reputation for brand transparency and sustainable practises by creating an in-depth set of sustainability guidelines and communicating these effectively to the customer. • find charities to sponsor that correspond with brand values • invest in research and development to ensure the brand is always innovating • ensure sustainability guidelines are in line with relevant ethical and sustainable certifications • offer comprehensive ingredient lists on product packaging • use Blockchain technology to monitor the supply chain • articulate B.E.A.M’s sustainable values to the customer across all communication channels
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B.E.A.M bettering environment and mind
