The Lush Company should adopt the social media and television tools to publicize its products to the target segment comprising of the young women who care about environment and animal rights.
Reflectively, the advertisements proposed will aim at creating product awareness among the environment lovers who double up as the target consumers.
In order to make substantial sales and increase product awareness, the Lush Company should adopt strategies that communicate its products to a large number of people (Jobber, 2012). This can only be achieved through selecting an advertisement medium that is accessible to many people.
While organizations have numerous advertisement media to choose from, not all media are accessible by all consumers. In the case of Lush brand awareness strategy, the company intends to use television and social media as its advertisement medium.
The main reason for using television as the advertisement medium is that it will facilitate to capture a vast target audience. Majority of the homesteads in the UK owns televisions.
Hence, using television to advertise the Lush products will give the company an opportunity to reach a wider consumer base. Apart from reaching a wider consumer base, television conveys messages in both audio and visual form.
Therefore, through this medium, the company will be able to pass the information even to those consumers who are not conversant with online platform (West, Ford and Ibrahim, 2010).
Advertising the Lush products in both audio and visual format will also facilitate in information retention. Once people watch and hear these television advertisements of Lush products, it becomes hard for them to forget it quickly.
In the television advertisement, the company should embrace the element of perceptions. Perceptions are unique ways through which consumers internalize and interpret information about a product. The perception could be in relation to price, quality, and quantity.
Therefore, Lush should introduce the aspect of appealing to ideals of the target population by contracting a popular female celebrity as company’s products image in the green campaign.
Through recommendations of such celebrity or a popular public figure, the target consumers would be persuaded to try out the ideal product recommended by their favorite celebrity.
Besides, using this celebrity will motivate the target market to care of their surroundings and buy the company’s products that promise not to harm the environment.
The motion pictures of the celebrity communicating the message of healthy and green buying in the company’s advertisement media tools will cue the minds of the target market to develop a cult like following of the products because of their green status (Wormeli, 2007).
These messages should then be shared in different social media networks such as YouTube, Facebook, and Twitter to expand on the company’s product visibility.
The television and social media advertisements for the company’ products should also include catchy advertisement short messages that appeal to female sexuality, such as ‘vitality in totality’.
In the aspect of self-concept, marketing strategies for the Lush Company should be based on idolizing the female person as an environmentally conscious person who would want to use products that don’t want to threaten the environment.
This can be achieved through extrapolating the content of these products and their benefits to the health of a potential consumer against environmental conservation (Kossowski, 2007).
When the celebrity endorsement messages are properly aligned towards the perception of the target market, Lush Company’s brand will be more popular to the segmented market.
The advertisement messages for the Lush products should be deeply entrenched in the principle of keeping reliable and professional reputation in convincing customers.
Through timely appeal to emotions and self prejudice, Lush Company should increase their advertisement in the social media and billboards.
Lush Company will succeed in implementing this aspect of ‘jumping the queue’ ahead of other competitors through visible signs all over the target regions within the UK (Wormeli, 2007).
The company can use a strategic brand equity model to integrate the advertisement approach to its market penetration strategies. This is summarised in the proposed brand equity model diagram below.
(Source: Self generated)
Reference List
Jobber, D 2012, Principles and practice of marketing, McGraw-Hill Publishers, New York, NY.
Kossowski, A 2007, Strategic management: Porter’s model of generic competitive strategies – theory and analysis, GRIN Verlag GmbH, München.
West, DC, Ford, J, & Ibrahim, E 2010, Strategic marketing, Oxford University Press, Oxford.
Wormeli, R 2007, Differentiation: From planning to practice, grades 6-12, Stenhouse Publishers, Portland.