Internet & interactive media-consumer website analysis and evaluation project about Sephora

Internet & interactive media-consumer website analysis and evaluation project about Sephora Research Paper example
Undergraduate
Research Paper
Marketing
Pages 20 (5020 words)
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Name Instructor: Course: Date: Sephora: Internet and interactive media-consumer website analysis Table of Contents Table of Contents 1 1.Introduction 2 2.Unique market positioning 3 2.1 Products 4 2.2Communication and differentiation 4 3.Use of digital marketing 5 3.1 Mobile applications 5 3.2 Social media platforms 7 4.Website analysis 10 4.1 Targeting market 11 4.2 Branding image 11 4.3 Competitors 12 4.4 Promotional Activities 12 4.4.1 Beauty talk 12 4.4.2 TV 13 4.4.3 Pinterest Beauty Boards 13 4.4.4 Emails 13 4.5 SWOT analysis 14 4.5.1 Strengths 14 4.5.2 Weakness 14 4.5.3 Opportunities 15 4.5.3 Threats 16 4.6 Creativity and design 16 4.6.1 Fly-out menu 16 4.6.2 Content 17 4.6.3 The shoppi…

Introduction

Sales associates and make-up artists undergo intensive training so that they can be well prepared to answer customers’ questions and give them advice ranging from skin types, and application techniques. The company not only serves women who are frequent users of the beauty products, but also men. This paper examines the Sephora’s digital marketing strategy and its website which is located at http://www.sephora.com/. 2. Unique market positioning The company was launched in the 1960s and unlike other business entities which use the commission-based model, Sephora relies on the self-service model. Under this model, customers go around the store, and are able to feel, touch and try the available offerings. Its founder, Dominique Mondonnaud transformed the existing model by grouping products by qualities such as perfume notes and scents rather than by brand. ...
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