Professional Documents
Culture Documents
AVEDA
COURSE: MARKETING -522
PROF: KEVINANN KELSMARK
DATE: JUNE 23RD 2016
BY AMIT HIMANI
Introduction
Avedas mission is to care for the world we live, from the products we make
to the ways in which we give back to the society. All Aveda products are ecofriendly and are made from the herbal essence. Aveda also avoids using any
such kind of ingredients which are harmful for the society. In fact, they dont
even test their products on to the animals.
Aveda has been into the business for more than 35 years now and over the
years it has experienced a huge success. This brand has been investing a huge
amount of sum into its research and development to come up with new and
innovative product line which will help them to seek the attention from other
group of audience too
http://www.aveda.com/discover/index.tmpl#section=mission
https://www.aveda.com/media/pdf/ELC_corp_2014.pdf
Over the years Aveda has become a successful business, starting with only one
shampoo and now selling a vast variety of not only hair care but also other beauty
products such as makeup, body lotion, perfume etc. The organization is now an
international chain with stores in America, Canada and even parts of Europe.
However, in order to retain its successful position, it is very important for the
organization to know what are their threats and how will they turn those threats
into opportunities and all its weakness into strength. In the current scenario one of
the most critical problem faced by Aveda is that it has a very limited audience or
market segment and how will they resolve this issue by framing a successful IMC
campaign.
http://www.aveda.com/media/ceres/2012/2673-007_CeresReport2012.pdf
IMC Objectives
http://www.aveda.com/cms/offers/offers_landing.tmpl
http://theconsumerfactor.com/en/4-factors-influencing-consumer-behavior/
http://www.aveda.com/earthmonth/index.tmpl#event
Loyalty points
Birthday rewards
Customer retention
http://www.aveda.com/pure_privilege/rewards.tmpl#/home/tier-7
http://www.aveda.com/pure_privilege/index.tmpl#birthday
Branding objective
Aveda has a tagline The Art and science of pure flower and plant essences which
means that their beauty products are alive with the life force of plants, and contain
pure essential oils, their solutions are so powerful that they call them
purescriptions.
Mission :Avedas mission is to care for the world and make the products which are
environmental friendly and this is what makes their brand unique from other
beauty brands.
http://www.aveda.com/discover/index.tmpl
http://www.aveda.jobs/aveda/our-history.html
Marketing objective
Better packaging
Strength
Weakness
Opportunities
Threat
Monopolistic market
Eco- friendly
Market Analysis
Limited location
S.W.O.T
Strong financials
Improve packaging
Educating customers
high
tax
on
beauty
training
6
Outplay
products.
industry earning
7
Reduce
price
similar
quality
products
for
with
different
Continued..
http://www.aveda.com/product/5237/16611/Collections/Green-ScienceTM/Gr
een-Science-Firming-Eye-Creme/index.tmpl
http://kevinmurphy.com.au/products/
http://www.stylecraze.com/articles/neutral-hair-colour-guide-which-coloursuits-you-the-best/
Successfully Capitalized Caucasian, Now targeting the middle class and upper
class African-American, Hispanic, teenagers and Mens too, by keeping in
mind the taste and preferences of this groups.
Mens Invati
Be-curly
Positioning:
Positioning
Avedas slogan is the art and science of pure flower and plant essences.
Target the middle and upper class group who are willing to spend on quality
products
Product/Service
Mens invati : Aveda introduced a new Invati line which is just for its male customers. This
product will help them to reduce their hair loss within 12 weeks. This has helped them to
seek attention of the male segments
Be-curly co-wash : New co-wash for soft and defined curl (African Americans).
Shampure Dry shampoo This is also a new addition into their product collection which is
targeting those womens who prefers not to wash her hair more often. (athletics,
gymnastics etc.)
http://www.aveda.com/product/5249/37298/Collections/ShampureTM/Shampure-Dry-Shamp
oo/index.tmpl
http://www.aveda.com/products/16897/Collections/invati-men/index.tmpl
http://www.aveda.com/index.tmpl
Marketing Channels:
http://www.aveda.com/media/ceres/2012/2673-007_CeresReport2012.pdf
Television: The Advertisement will try to make some emotional connection with their
target audience and also educate them why Aveda is better than other brands.
During the prime time the television ads could target around 20-30 million on a given
night
The Ad will be played throughout the June and July in the hope of reaching a new
audience.
http://adage.com/article/digitalnext/hispanic-viewers-univision/230429/
http://smallbusiness.chron.com/advantage-using-tv-radio-media-advertising-17673.ht
ml
http://www.hispanicmpr.com/resources/old-articles/scent-marketing-connects-to-hispa
nics-on-a-deep-cultural-level/
Internet:
website: Avedas official website www.aveda.com looks good but not as great
as their competitors like Kevin murphy www.kevinmurphy.com whose official
website looks so new, colorful and appealing, therefore it is very important
that Aveda needs to first re-design its website to make it look even more
appealing.
social media: Aveda needs to become more active on social media networks
like Facebook, twitter, Instagram, YouTube etc.
Launching new products on to YouTube and Facebook has been very effective
in driving up the sales.
The analysis shows that the paid social media has given more response to the
audience to subscribe for the hair/beauty products
https://www.facebook.com/Aveda/
http://www.aveda.com/cms/offers/offers_landing.tmpl
Direct marketing
Conducting surveys at the department store like Macys, Dillard's and Target.
http://www.aveda.com/pure_privilege/index.tmpl#offers
http://fortune.com/2015/04/17/macys-diversity-hispanic-consumers/
Sales promotion:
Aveda attracts more audience with its exciting everyday offers and salon and store
promotion.
Get free shipping and 4-piece summer sample with $30 purchase.
http://www.aveda.com/earthmonth/index.tmpl#event
http://www.nerolispa.com/mothers-day-neroli-free-stress-fix-bath-salts-150-giftcard/
http://www.aveda.com/cms/offers/offers_landing.tmp
http://www.glamour.com/story/advertise-with-us
Budget evaluation
Mediums/objectives
Month 1
Month 2
Month 3
Month 4
Month 5
Month 6
Seventeen
168k
168k
168k
168k
168k
168k
Teen vogue
76k
76k
76k
76k
76k
76k
Glamour
140k
140k
140k
140k
140k
140k
100k
100k
100k
100k
100k
100k
Youtube
70k
70k
70k
70k
70k
70k
554k
Budget
$3350000
Actual
$3324000
Budget evaluation
http://www.condenastinternational.com/media-kits-rate-cards/
http://www.seventeenmediakit.com/r5/showkiosk.asp?listing_id=4924488&ca
tegory_id=31772
http://www.pennapowers.com/how-much-do-ads-on-youtube-cost/
Conclusion:
Reference
http://smallbusiness.chron.com/ways-increase-product-demand-60210.html
http://theconsumerfactor.com/en/4-factors-influencing-consumer-behavior/
http://www.seventeen.com/beauty/a7964/aveda-gets-greener/
https://www.aveda.co.uk/media/pdf/Aveda_IngredientFAQ-0513.pdf
http://www.mprnews.org/story/2007/12/20/aveda
http://kevinmurphy.com.au/products/
http://www.in-cosmetics.com/in-cosmetics-blog/GreenGlassCeiling/
Kotler, Philip, Gary Armstrong. Principles of Marketing, 15th Edition. Pearson Learning
Solutions, 01/2013. VitalSource Bookshelf Online
http://www.seventeen.com/
www.aveda.com
http://www.aveda.com/media/ceres/2012/2673-007_CeresReport2012.pdf