Jurlique
Product
New male products as the solution to the gap in Jurlique’s product line
Solution to customer need
Product layers
Core layer - what the product actually does for the customer/ benefit derived from product: hydrate, rejuvenate, revitalise, anti-ageing
The expected/ actual layer:
Tangible: Design, difference from female products
Intangible: How customers perceive the product e.g. a male-only product = masculinity?
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
New products + new markets = diversification
Existing products + new markets = market development
Sustainability criteria
Sustainable packaging and ingredients
Farming environment
Place
Poor online presence for the male consumer → no desegregation of product lines
Will bring in a clearer website tailored for men and women
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
Release a clear and simple product range for men, targeting the key skin care/cosmetic needs faced by men → each product segment should clearly target a different “persona” based on their specific needs
click to edit
Anti-ageing
Sunscreen/Moisturiser
Aroma (deodorant)
Simplifying the product range and making it easy for men to understand where to find the things they are most likely to want/need is key to capitalising on this market → Buying a car is broken down into easy steps to make purchasing as intuitive as possible → replicate for skincare?
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
In store for non-Victorian customers
Aesthetics of store must be male friendly
Store can be compared to Aesop: gender neutral store
Very girly and floral
Oak drawers will appeal to men
Revamp online presence
Clearly defined products lines with separate landing pages
Simplify navigation between male and female parts of the site
Relatable and welcoming images that highlight the use of Jurlique products by male consumers
An omni-channel distribution system will maximise Jurlique’s success as it targets a new demographic
High-traffic locations, where men are conducting other shopping commitments
Promotion
Price
Rebranding/Repositioning the brand more towards men → not just the products
Good positioning must include:
Uniqueness - Jurlique just set out their products from competitors
Sustainability - can Jurlique maintain their male skincare range over time?
Credibility - male Jurlique customers must believe in their male skincare products
Clarity - how does Jurlique’s male skincare range differ from the female skincare range?
Relevance - do male customers care/ want skincare?
Producing male-first products, rather than recycling female products
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
Sections on the website for male products
Search for male products on website
Market has also changed during COVID19 in the sense that Victorian customers are unable to shop in-store
New competitors - online skincare industry + male skincare
With rebranding comes a broader target market - includes males, not only females
Integrated marketing communications: Jurlique needs a refresh, new target market, adjustment, change in brand image
Convey same message across different platforms
Reference an influential person in advertising
Social media, TV, radio, magazines, email, websites, videos
Paid media - think beyond this!
Partner up with another brand e.g. Mt Franklin (hydration for skin and body?)
Communication platforms
Advertising
Billboards, posters, product placements
Can be considered impersonal
Sale promotion
Coupons
Incentives to purchase
Events/ experiences
Factory tours, sponsors
Involves customers
Public relations
Speeches, seminars
High credibility, can catch new customers off guard e.g. they didn’t realise they needed the product
Influcencers - personal, niche audiences
Personal selling
Sales meetings, samples
Personal interactions with customers/ response from customers
Direct marketing
Magazines, mailings, emails, websites
Steps in developing a successful IMC:
Identify target audience: males, age etc
IMC objectives: raise awareness, educate and inform, increase trial, build loyalty, change brand image
Select modes of communications: Jurlique’s media mix?
Theory of processing advertising messages
We want the message in Jurlique’s new mens range to go down a peripheral route = low involvement/ low elaboration
Evaluating effectiveness for mens range advertising
Feedback
Social media analytics
Perhaps cheaper than female products to really engage/ persuade new male customers
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)
Sets out from competitors
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
perhaps different pricing strategies for different target male segments?
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
Aesop
Minimal male only products
Aesthetics are gender neutral and will attract male consumers
Website does not specially target males or females
Packaging is very simple, fonts and forms
Nivea
Lots of online information on website for men
"Skincare for men"
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.