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Jurlique - Coggle Diagram
Jurlique
Product
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Product layers
Core layer - what the product actually does for the customer/ benefit derived from product: hydrate, rejuvenate, revitalise, anti-ageing
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The augmented layer - how Jurlique’s male products differentiate from competitors: Farming enviroment, made in Australia
Consumer goods classification = more speciality products for men compared to women (more of an investment, don’t buy often, knowledge to make choice)
Product life cycle: skincare has s fairly stable product life cycle, there may be new trends but in terms of hydration and anti-ageing, these needs are always wanted
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Effective use of Segmentation could allow Jurlique to continue capitalising on their current market, whilst expanding into the male industry and not cannibalise or jeopardise pre-existing salest
Shampoo and Deodorant still the two most popular male grooming products → trying to incorporate new skincare-oriented properties could be a good way to “feed” male consumers into the brand to then promote more products that they may have not previously considered purchasing
Price
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Price can get male customers to buy more, purchase immediately, perception of the quality e.g. higher prices = better quality (female products are already quite expensive $100 for a moisturizer)
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As many customers have their own prices preferences, Jurlique offers a fair price, typical for luxurious skincare products
We acknowledge that price for customers is money, time, a behavioural effort
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Higher price coupled with a premium sub-brand could work well? Men willing to spend more on fewer skincare/cosmetics products? (would need some sort of research or evidence to support this)
At the same time, a lot of men will want “cheap and cheerful” → a simple product that makes them feel like that are improving their skin care routine but not breaking the bank
Nivea
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Price of the products mainly depends upon production costs. Nivea take care of its customers that they are getting more value than what they are paying. When they re launch their product Nivea Visage, they brought it at higher prices because of new formula and packaging. There is a very unique strategy adopted by Nivea with their retailers. They have made a rule that they will sell the products to retailers at one price. Now, these retailers can in turn sell to customers at any price. Thus, you can find prices do differ at different places.
Customers can buy Nivea’s products online which means they themselves need to take care of the promotional activities. But the mail channel for selling the products is the retail outlets. They have many outlets spread across the country where customers can directly choose the products based on his/her needs. It has been that around two-third of the sales happen through high street shops such as boots and Superdrug.
They use various promotional techniques to attract their customers. They follow above the line marketing technique i.e. they go for TV advertisements. They also follow below the line strategy such as trade fairs and promotional events. They also come up with online magazine named FYI- Fun, Young and Independent. They also have presence in social networking sites such as Facebook.
Place
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The Iconic very effectively separates the male products from the female products → same website but when you click on “Women” or “Men” it totally redesigns the entire page and menu options
Perhaps a bit excessive if Jurlique is going to remain a predominately female-oriented brand, but it's something to consider
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Revamp online presence
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An omni-channel distribution system will maximise Jurlique’s success as it targets a new demographic
Studies show that men prefer to shop online for skin products rather than going in-store, therefore Jurlique’s online platform must be tailored to both male and female customers, not just females
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With rebranding comes a broader target market - includes males, not only females
Promotion
Integrated marketing communications: Jurlique needs a refresh, new target market, adjustment, change in brand image
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Social media, TV, radio, magazines, email, websites, videos
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Communication platforms
Advertising
Billboards, posters, product placements
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Public relations
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High credibility, can catch new customers off guard e.g. they didn’t realise they needed the product
Influcencers - personal, niche audiences
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Direct marketing
Magazines, mailings, emails, websites
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Aesop
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Packaging is very simple, fonts and forms
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Producing male-first products, rather than recycling female products
