Yves Rocher Mkt Mix free essay sample

Rocher has adopted an alignment strategy offering the same cheap prices as its competitors. The only difference is the image of the brand: the botanical beauty care. Sales through mail orders are the principal source of revenue of the company; it is why we have chosen to compare the prices between Y. R and its closest competitor in that sector: Le Club des Createurs de Beaute (they have higher quality products). An example for the makeup products: †¢An eye-liner : Yves Rocher 5,90 euros Le Club des Createurs de Beaute – 6,90 euros An example for the bath shower products: A shampoo: Yves Rocher – 8 euros Le Club des Createurs de Beaute – 10 euros An example for the skin care products: †¢A face mask: Yves Rocher – 7 euros Le Club des Createurs de Beaute – 14 euros 2)Products a)Product line The Yves Rocher brand produces and commercializes its own products satisfying every desire with the right positioning and product lines adapted to every one. We will write a custom essay sample on Yves Rocher Mkt Mix or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page WidthLengthDepth Skin CareAnti-Aging Cleansers Toners Moisturizers Masks Exfoliators Eye Treatments Skin Care Collections Mens Skin CareDay creams, night creams Perfumed FragrancePerfumed Body Lotions Womens Fragrance Perfumed Shower Gels Mens Fragrances Potpourri Incense Candle Shop MakeupEyes (mascara†¦) Lips (gloss†¦) Face (blush†¦. ) Nails (polish†¦) Bags and brushes Trendy Glam MakeupBlack, blue, green, beige Red, pink, transparent White, red†¦ Bath and ShowerBath and Shower Gels Bath Soaps Bath Oils Soaks Liquid Hand Soaps Body Scrubs Bath Accessories Anti-perspirantsRelaxing oil Body HairBody Lotions Hand Creams Foot Creams and Pedicure Hair Removal Aromatherapy Spa and Slimming Summer Holiday Season Sun Protection and Suntan Lotion Shampoos Conditioners Treatments3 for 1, smooth, radiance extending†¦ Shimmering Lights Wax strips Replenishing Moisturizing Sunscreen b)Brand All of Yves Rocher’s products are commercialized under one and only brand name: Yves Rocher. Yves Rocher is an umbrella brand just like its direct competitor, Nivea. 3)Communication Media advertising: Yves Rochers uses the mass media to advertise to potencial customers by using TV commercials and ads in women’s magazines. Y. R sets up scenes where women respond to the brand’s principal catch phrase : â€Å"Se reinventer chaque jour† or â€Å"The future lies in nature†. Sales promotion: Few techniques are used – price reduction, free samples scratching games (which enables you to win gifts). Direct advertising: This vector of communication is frequently used because it is essential for a company relying on mail orders. Yves Rocher uses direct mailing to customers (sending personalized mails with promotions) and to individuals (sending of leaflets, free samples, price discounts etc†¦) Sponsoring and patronage: Yves Rocher uses sporting events to promote its brand, for example it was sponsoring a women’s marathon’s team in France. Y. R also uses the sponsorship of the planting of 900,000 saplings in India as a way to show how involved the company is in taking care for the planet’s future (the idea came from the United Nations Environmental Programme). Y. R also actively supports the actions that go towards the protection and the promotion of the nature, such as the â€Å"Terre de femmes† trophy which every year rewards a dozen projects led by women in favor of the sustainable development of nature. Public relation: At Yves Rocher’s headquarters in La Gacilly customers can come and visit the beautiful gardens of the company, its labyrinth, the vegetarium and get to know more on the process of product creation and development. 4)Distribution Yves Rocher has developed a unique strategy of distribution which enables it to bypass its competitors on its own retail outlets. Stores (also called Beauty Centers): There are 1600 of them and are mostly franchised. Store sales represent about 20% of the revenue. Sales through group meetings: kind of like the Tupperware group meetings, where a group of friends have a sales representative come over their house and presents them with a line of products beauty tricks; which enables Y. R to reach even closer to the customer. It represents about 15% of its revenue. Mail orders: The most profitable way of making money for Yves Rocher today, this way can be used by the phone, by mail or by internet 24 hours a day 7 days a week. It represents 48% of the revenue.