Essay about Sephora Final - 1485 Words

Sephora Direct 1. Assuming she receives the additional funding, how should Bornstein allocate her budget across the various digital categories? Given that the additional funding requested must be shifted from Sephora’s other marketing spending, where would you propose to cut? Why? According to 2010 data, 45% of Sephoras media spending is in retail marketing that includes catalogs, store animations and print followed by 35% in Online marketing that includes search, affiliate and social media and 20% in Beauty Insider marketing that includes mails, gifts and events. The major chunk of media spending goes to traditional retail spending which in my view needs to be cut down. The reason for cutting catalog and print costs is that each day†¦show more content†¦2010 marketing mix was - Print catalogs - Direct mail/ Ads - Emails - Store window merchandizing - Online search advertising - Sales/promotions - Online display advertising Beauty talk was launched in September 2010. As more and more people started shopping online, beauty talk became important. I feel that it was wise to create Beauty Talk as a separate social platform to facebook because it connected the company with its beauty insiders, future customers and its clients. It became a central place where clients could anonymously ask personal questions and get quick response from Sephora experts or other members of the Sephora community. Also with beauty talk, Sephora could recognize its Superusers - people who answered a lot of questions voluntarily. It was built with strong search functionality. It also helped Sephora to save and query responses. People could ask potentially embarrassing questions which would not be possible to be asked on facebook as the real identity of the member would be revealed. Viewers could also search previously posted questions and answers. But it did not get the required response as people found it to be more in-depth and le ss well-understood experience. 3. As Sephora increasingly dabbles with digital marketing and social media, which competitors should the company be most worried about? Sephoras competitors include: a. Departmental stores: Macys andShow MoreRelatedSephor A Retail Chain Of Perfume And Cosmetics Stores Essay1749 Words   |  7 Pages 1. About Sephora Sephora is a retail chain of perfume and cosmetics stores founded in 1969 by Dominique Mandonnaud. It first started as a small perfumery in Limoges, France, called Shop 8 and was revolutionary at that time due to its concept of assisted self-service . The store had an open-sell setting where customers could try the products before they bought them and where the organisation of the products was by type, not by brand as in every other store. In 1993, Mandonnaud bought 38 retailRead MoreSephor A Retail Chain Of Cosmetics And Perfume Stores Essay1711 Words   |  7 PagesSephora is a retail chain of cosmetics and perfume stores founded in 1969 by Dominique Mandonnaud. 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