Brand Development Strategy Of Kiehl’s Essay

2096 words - 9 pages

Brand Management Assessment 1

Research object: Kiehl’s

CHAPTER1. INTRODUCTION
1.1 Report Objective
The goal of this study was to discuss the brand development strategy of Kiehl’s in skin care industry. Methods of analysis include customer-based brand equity, brand equity and marketing mix will be combined to review and evaluate the brand development strategies of Kiehl’s.

1.2 Company background
160 years ago, Kiehl’s was founded as an old-world apothecary in New York City's East Village in 1851. Kiehl's was purchased by the L'Oréal Group in 2000 and currently has more than 250 retail stores worldwide, and over 1000 points of sale supported by sales in high-end department ...view middle of the document...

” (Keller, 2008: 48) Keller’s advice is best use of customer-based brand equity can test whether the brand is effective in target consumers’ perceived value or not.


“Brand equity is the set of assets and liabilities linked to the brand. There are three types of brand asset – brand awareness, brand loyalty, and brand associations. Each creates formidable competitive advantages,, and each needs to be actively managed.” (Aaker, 2010: 176)

2.1 Stage 1: Brand Identity
The main purpose of this stage is to create brand awareness. Through repeated exposure the brand name, symbol, logo, character, packaging or slogan, or through combination of marketing mix, this can help enhance brand recognition in consumer’s mind. For Kiehl’s, it does not has graphic mark to represent the logo, the logo of Kiehl’s is the brand name, clearly written on every products. Moreover, it is interest to have Mr. Bones, which can be found in every Kiehl’s stores. Mr. Bones serve as a reminder of Kiehl's tradition in medicine and dedication to science. Keller (2008) states transferability measures the extent to which the brand element adds to the brand equity of new products for the brand. Mr. Bones can represent the secondary association of Kiehl’s, it is harmony to make alignment. It is easy to recognize. Other than brand recognition, brand recall is also necessary. People would not get confused what Kiehl’s is going to sell, it is because Kiehl’s is focusing resource allocation in skin-care ingredients, they put all the efforts in most safe, effective, natural skin-care ingredients and offer customer the best results other than develop products in other irrelevant product category. Therefore, the brand awareness in consumers’ mind is deep and wide.

2.1.1 Brand positioning
Kiehl’s target market are females and males aged 21 years old and above. They segmented their target market according to their skincare needs as well as their spending power. The target market is divided into four segments. The first segment is female and males aged 21 to 25 years old. These consumers are either still in school or just graduated with little spending power. The next segment are females and males aged 26 to 35 years old that have been working for a considerable amount of time and have more spending power than the previous segment. The third segment are consumers aged 35 years and above. These consumers generally have more spending power and have different skincare needs than the other two segments. The last segment of consumers generally has more interest in Kiehl’s anti-aging products than the rest. Kiehl’s is marketed as a luxury skincare brands and are priced at a premium. Therefore, the second segment of 26 to 35 years old consumers have more ability than the first segment of 21 to 25 year old consumers to purchase Kiehl’s products.

Kiehl’s positioned itself within the skincare category. Ingredients would not choose on aesthetic merit. They believe...

Other Papers Like Brand Development Strategy of Kiehl’s

Brand Building Essay

2388 words - 10 pages 300 products by the beginning of the 21st century is explored. The case examines in detail Beiersdorf’s ‘twin-strategy’ of brand extension and globalization, which has made Nivea the number one skin care brand in the world. It studies Beiersdorf’s strong focus on innovation-led product development and customer-focused marketing, and examines the strategies adopted by the company to ensure that brand dilution did not hamper the umbrella branding

: Business Environment Essay

4176 words - 17 pages ; improvements in technology; laws and government activities; and market, social and economic trends. 1. Salary levels * L'OREAL has products with different level prices.Top brand: Giorgio Armani. First-line brand: Lancome. Second tier brands: Biotherm and Kiehl’s. Three lines brands: Yue-sai、L’Oreal Paris、Garnier and The Body shop.The price of the products range from dozens of dollars to a few thousand,which meet the consumers who have

Strategic Management - David Jones

5183 words - 21 pages -only retailers” (Retail Biz, 2013). | Valuable Capabilities | Rare Capabilities | Costly to Imitate | Non Substitutable | Brand Name | * | * | * | * | Store location | * | * | * | * | Value added services | * | * | * | * | Variety of products | * | * | * | * | Strategies and Implementation Marketing Strategy is the development of long term action plan where

Integrated Marketing Communication

2128 words - 9 pages recent developments in the understanding and application ofIMC, the proposed conceptual framework (1) appliesIMC as an integral element in a successful brand equity strategy; (2) treatsIMC as a strategic activity rather than as a tactical activity; (3) places in the hands of the brand strategist the responsibility for the development and coordination of theIMC program through its brand identity strategy; and (4) incorporates feedback from

Marketing Case Study

593 words - 3 pages Is it important to develop Brand Equity? It is important for sure. Basically brand equity is the added value endowed on products and services. It may be reflected in the way consumers think, feel, and act with respect to the brand. Therefore if the development of brand equity is good, consumers would think and feel good respect to the brand. In this case study, in order to develop brand equity, P&G studies its customers, and have long

Book Review : Brand Asset Management - Driving Profitable Growth Through Your Brands by Scott M. Davis

2288 words - 10 pages you to execute the brand strategy and, ultimately, may be a way to achieve the corporate vision’’ There are many benefits of having strong base Brand Vision * You have to determine where you want your brand to go in few years? * To think about What the Brand is? How will our brands help to achieve the growth goal? * It also help the managers to looking forward to set goals and objective and simply keep moving * The most important

Brand Personality

616 words - 3 pages personality was conceptualized as a set of multi-dimensional traits. In the most comprehensive study to date, Aaker (1997) identified the “Big Five” dimensions of brand personality: sincerity, excitement, competence, sophistication, and ruggedness. Her work has established an important cornerstone in the development of an object measurement scale, the variables of which influence consumer purchase decisions both independently and interdependently

Brand Audit Mortein

1730 words - 7 pages -consuming process such as a brand repositioning is necessary, as well as providing valuable market research which can lead to a viable and sustainable brand strategy. In order to uncover the health of the brand and determine the perceptions, attitudes and behavior of the target audience, a deductive approach to this study was employed. A paper based questionnaire regarding the corporate / product Mortein brand was designed by the author and

Advertising Review

1728 words - 7 pages Marketing (audit companies), One-to-One Marketing Positioning - the art of creating a different and attractive offer on the market and in customers’ minds (vs competitors) Final Goal: be perceived in an ideal position by customers. Positioning = Strategy --> Image = Perception Positioning Rules: 1. Renunciation – by making a clear offer in customers minds, positioning makes some people happy (buyers) and some unhappy (non-buyers

Roosewood.Doc

1761 words - 8 pages confirmed that the Corporate Brand Strategy is more effective for the Rosewood Hotels & Restores Company’s growth. Body of the Paper In this case, the protagonist is Rosewood Hotels & Restores, which is a hotel management company. In this company, there are 12 individual branded hotels and restores in different countries. In other words, Rosewood Hotels &Restores’ development strategy is individual/collection brand strategy. In early

Bournvita

911 words - 4 pages current millennium, the brand has moved to the next level. In the typical laddering Up strategy, Bournvita has identified Confidence as its Core Brand Essence. The brand realized that every kid have a chance to excel in his chosen field of endeavour if he have confidence . The realization has enabled the brand to chalk out the current marketing strategy. The brand now uses the tagline " Do you have Bournvita Confidence ". In the Brown beverages

Related Essays

Analyzing The Role Of Concept Design And Development In Brand Identification Of Uk Fashion And Retail Market

2105 words - 9 pages strategy to establishing their customer service and developing detailed implementation. This way of using design allows corporations to make sure that customers get the most creative and attractive brand experience in every level (Hunter, n.a). To understand the role of design in every stage of business and design management, it should not be forgotten that design is not only the final product (as in the ‘noun’: a design) but also is the activity

Role Of Social Network In Marketing Strategy Formulation For Sustainability And Development

2832 words - 12 pages online purchase, to know what products they have purchased through online, through which website they have purchased and their satisfaction of online purchase. At the outset this paper examines the impact of Social Network on the internet users, overall understating of their involvement in the Social Media Marketing which is one of the critical factor for the marketers in formulating strategy for sustainability of the development of their

A Close Alignment Of Organization Strategy With Human Resource Development (Hrd), As A Way To Improve Individual And Organizational Performance

3072 words - 13 pages A CLOSE ALIGNMENT OF ORGANIZATION STRATEGY WITH HUMAN RESOURCE DEVELOPMENT (HRD), AS A WAY TO IMPROVE INDIVIDUAL AND ORGANIZATIONAL PERFORMANCE There is increased need of human resources development to meet today’s organizations’ needs, which are ever changing due to globalization that has resulted into more competition in the global markets (Garavan, Heraty, & Barnicle, 2002). According to Hyland (2005), human resource

Essay

9153 words - 37 pages distinctly segmented across pricing tiers and target audiences. While YSL and Lancôme are premium, L'Oréal Paris operates in the upper tier of the mid market and Garnier is a mass brand. The retail channels are strictly maintained for these brands so as not to dilute brand image. For example, premium ranges are mainly available in department stores, while Garnier is used for penetrating in emerging countries’ lower-tier markets. Sustainable development