The paper "Marketing Analysis - Aesop" is an outstanding example of a marketing case study. Over the last 20 years, the beauty industry has grown with an average rate of 4.5% globally. This has led to the expansion of the industries which deals with beauty products (Berghoff & Kühne, 2013). Aesop is a beauty products company based in Melbourne Australia. The company has gained a reputation due to its high-quality products made using plant-based and laboratory-made ingredients. The company has been committed to ensuring that they meet the needs of their customers.
The company has its products at Signature spaces, major department stores in large cities such as Paris, Hong Kong among others (Aesop, 2015). The company also operates an online store which can be accessed internationally (Aesop, 2015). The company has been very successful in the sector and recording profit in its operations. This report will analyze the Aesop market by looking at the background of the company, its marketing mix, competitors’ analysis and give recommendations. Company Background Aesop was founded in Melbourne Australia in 1987 by Dennis Paphitis with an aim of coming up with superlative skin products for skin, hair and body.
The industry is in the global beauty market which has been expanding at a very fast rate. At the moment, the company has grown to be one of the Australia largest beauty products exporters. The company has made its products available online and also in major cities which include New York, Melbourne, and Paris among others. The company also places its products in department’ s stores (Aesop. 2015). In 2012, the company entered into an agreement with Natura Cosmeticos S. A where Natura acquired a 65% stake. The company is led by Paphitis who has a title as the creative director.
The recent stores are located at Collins Street, a new store in Paris among other major cities where the company has expanded its presence (Aesop. 2015). The company has 79 formulas which use uniform packaging of brown bottles and squeezable beige tubes (Hattie, 2013). Sustainable practices Aesop has been very active in sustainability practices. The company environmental record, especially through its packaging, has been impressive. The company social and economic footprint is reduced by working through their sustainability strategy.
The company has been working under the Australian packaging covenant. The current Aesop covenant on the packaging is expected to last up to December 2016 (Aesop, 2014). The company utilizes its packaging to conserve the environment. They use recycled glass, plastic, aluminium and cardboard. The company has been committed to ensuring that they are engaging in sustainable packaging. Their cardboards and shipper cartons are manufactured from recycled materials. The ink used to print is environmentally friendly. The suppliers of these products are all signatories of the Australian Packaging Covenant.
Biodegradable bubble wrap is utilised to protect products when necessary. The company uses 100% recycled papers for their printing needs. The company always ensures that its products are sourced in ways which do not impact ecological footprint (Aesop, 2014). Products, services and suppliers Aesop product line includes; Parsley Facial cleansing, Parsley Seed Anti-Oxidant Serum, Sage & Zinc Facial Hydrating Cream, Geranium Leaf Body Scrub, Fabulous Face Oil among other products. Aesop sells a large range of modern products with an aim to satisfy the customer diverse needs (Aesop.
2015). Aesop distributors include Liberty London, Cult Beauty among other retailers. The supply for Aesop is global and complex. The suppliers are located in America, Asia, Europe, Africa and Australia. The company uses third-party manufacturers for their products. The company transport is also provided through third-party logistic companies. The company is thus placed as a brand owner in the complex supply chain.
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