A Marketing Report on Birchbox - Free Essay Example

Sample details Pages: 5 Words: 1377 Downloads: 3 Date added: 2017/06/26 Category Marketing Essay Did you like this example? Based in New York City, Birchbox began in 2010 by founders Katia Beauchamp and Hayley Barna. They established Birchbox to assist consumers with the clutter of beauty retail to discover products that actually work for them. Although Birchbox started as a product primarily for women, they extended into menà ¢Ã¢â€š ¬Ã¢â€ž ¢s products in 2012 with Birchbox Man. Don’t waste time! Our writers will create an original "A Marketing Report on Birchbox" essay for you Create order Also in 2012, Birchbox purchased JolieBox, based in Paris, increasing their business to France, Spain, and the UK to take the company global and become a leader in the international market in discovery commerce. They now have around 400,000 subscribers. Birchbox is a monthly beauty subscription service that helps customers (both men and women) discover beauty products that they will love. Along with the monthly subscription service, they also provide a personalized beauty product shop and editor beauty tips and tricks on their website: www.birchbox.com. Customers sign up online through the website to get delivery of a monthly box filled with prestigious skincare, grooming, beauty and lifestyle samples which have been personally customized for the customer for just $10 a month for the womenà ¢Ã¢â€š ¬Ã¢â€ž ¢s box and $20 for the menà ¢Ã¢â€š ¬Ã¢â€ž ¢s. Birchbox delivers 30-50 diverse editions of its boxes every month based on a quick survey customers fill out on their skin and h air type, plus what products they would indulge in. Once the survey is complete, customers receive a selection of samples (5-6) each month that Birchbox also personally recommends. They source the samples from both well-known brands as well as new and emerging brands. The womenà ¢Ã¢â€š ¬Ã¢â€ž ¢s subscription box includes samples ranging from makeup to skincare products, as well as lifestyle samples. The menà ¢Ã¢â€š ¬Ã¢â€ž ¢s subscription box contains high-end male grooming samples as well as lifestyle products like tech accessories or socks. If the customers like the samples they receive in their monthly beauty box, they can then purchase the full size products directly from the Birchbox Shop on the website. Birchbox offers a generous loyalty program that rewards the customer every time they shop, refer friends, and give feedback on the monthly samples. Customers can exchange their Birchbox Points in order to save money on full size products or gift purchases. Birchboxà ¢Ã¢ ‚ ¬Ã¢â€ž ¢s website also contains a magazine section filled with content such as advice, tips, and tricks from their beauty editors. This original content helps customers get the most out of their samples. Customers can keep up to date with the latest beauty and lifestyle news and get expert tips on the products in their boxes. They show customers how to master techniques and upgrade their daily beauty practices with videos, editorials, and interviews from beauty experts. Birchbox is aimed at consumers who take pleasure in utilizing the best beauty products, but who donà ¢Ã¢â€š ¬Ã¢â€ž ¢t feel like having to try too hard to discover them and guarantees to cut out the confusion in buying beauty products in order to send customers what works for them. But even self-described anti-subscription commerce and anti-beauty product consumers have been turned into loyal customers after trying their monthly boxes. Birchbox suits women and men of all demographics who want to try new pro ducts and explore through discovery. Selling strictly online, Birchbox is able to overcome geographical limitations. Birchbox users live in all 50 states with New York, California and Chicago being the biggest markets. Although they mainly target women ages 25 to 39 with annual income of $35-$55k who love beauty products, Birchbox transcends generations. They have customers ranging from as young as 10 years old to as old as 89 years old. While popular in the United States, Birchbox has also begun to expand internationally, acquiring its French clone, JolieBox, which permitted it to move into Spain, France, the UK, and several other markets in Europe. Birchbox, which was originally intended just for women and beauty addicts, has expanded its reach into new ventures, including a subscription box for men. The high-end male grooming category is a lesser market than the womenà ¢Ã¢â€š ¬Ã¢â€ž ¢s market. Birchbox has customized the à ¢Ã¢â€š ¬Ã…“try, learn, buyà ¢Ã¢â€š ¬Ã‚  model, a ccommodating both women and men who want to try out new, trendy products and want that elite and insider experience. Birchbox presents an easy, low-cost way for customers to discover beauty products, blending the trial of products with online content and online shopping to make exploration, innovation and the purchase process simpler. Birchbox is lumped in with subscription commerce sites, but ità ¢Ã¢â€š ¬Ã¢â€ž ¢s much more. Birchbox is also a direct eCommerce beauty retailer as well as a hub for online beauty content. Customers can purchase Birchbox subscriptions and products from their computers, tablets, or mobile devices. Specifically within the eCommerce market, Birchbox is a subscription business model and describes itself as à ¢Ã¢â€š ¬Ã…“discovery commerceà ¢Ã¢â€š ¬Ã‚ . It competes with other beauty subscription companies like Glossybox, MyGlam, and Goodebox, all which provide customers a way to try new beauty products before they buy. The benefits of the Birchbox subscription service are that it is curated specifically for each consumer so they are receiving products personalized for them. Ità ¢Ã¢â€š ¬Ã¢â€ž ¢s also convenient. The customer doesnà ¢Ã¢â€š ¬Ã¢â€ž ¢t have to worry about trying out tons of beauty products and wasting money on products they donà ¢Ã¢â€š ¬Ã¢â€ž ¢t like and will never use again. They also donà ¢Ã¢â€š ¬Ã¢â€ž ¢t have to go to a store and try to find someone to help them pick out products. They get products delivered straight to their door with a convenient website that tells them all about their products and tips and tricks for helping customers use them. If they like the product they can purchase the full sized version directly on the website with free shipping. It takes the hassle out of buying beauty products. Birchbox has provided a huge value to the beauty retail market. The beauty industry à ¢Ã¢â€š ¬Ã¢â‚¬Å" in terms of marketing and retail à ¢Ã¢â€š ¬Ã¢â‚¬Å" had not experienced significant innovation for many years. When it comes to eCommerce, the beauty industry really hasnà ¢Ã¢â€š ¬Ã¢â€ž ¢t figured it out yet. As a group, beauty has had a hard time bringing consumers online given that the majority of women want to smell, touch, and try the products they want to buy, and they donà ¢Ã¢â€š ¬Ã¢â€ž ¢t make returns. Online shopping is usually limited to researching and replenishing products customers had previously purchased, not trying new things. In addition, the beauty industry is disjointed and overwhelming to navigate because each category contains thousands of brands. Birchbox better satisfies customer needs compared with other innovations in the market because it exemplifies curation, content, commerce, marketing, and a subscription business, in a global beauty commerce thatà ¢Ã¢â€š ¬Ã¢â€ž ¢s been delayed in the online space. Birchbox does a good job at encouraging women to try new products and offers them an outlet when they make a decision to buy. Their revenue comes from b oth the subscription service as well as the sales of full sized products on their website. Birchbox also helps brands get in front of their target consumers. Brands spend a ton of money on marketing and advertising in order to stand out among all of the competition. Birchbox is a low cost way (brands just have to provide the samples) for brands to market to consumers who they know already like beauty products and are ready to buy. This works especially well for smaller brands that do not have the money to spend on advertising or marketing. These smaller brands can also sell their products through Birchboxà ¢Ã¢â€š ¬Ã¢â€ž ¢s web shop, cutting out the need for their own warehouse and shipping costs. In this aspect, Birchbox provides a whole new avenue for brands to market themselves. The amount of data Birchbox has on its customers and their beauty preferences is enormous. This allows them to see what new products, brands, and features customers want out of their beauty products . This kind of data and information is invaluable to the beauty industry and will help them to create new products to better fit what consumers want. Recommendations: Expand its business model beyond beauty and into other areas- clothing, accessories, jewelry, food, home dÃÆ' ©cor, work products, etc Themed boxes- special occasions, holidays, limited edition, organic/all natural, etc Offering an option thatà ¢Ã¢â€š ¬Ã¢â€ž ¢s not subscription- buy when you want or skip a month, etc for a higher price. Some competitors offer this option. Monetize content section of their website with ads Sources: https://www.birchbox.com/

Battle of Culloden in the Forty-Five

CONCEPT NOTE ON SUPPORT FOR STREET CHILDREN IN KABUL

CONCEPT NOTE ON SUPPORT FOR STREET CHILDREN IN KABUL Background Justification The legacy of decades of war in Afghanistan led to a nationwide breakdown of social and economic structures. Poverty is the main determinant of child labour, many families consider not having other choice but to put their children to work. The United Nations Children’s Fund estimates that 31% of 5-14 years old are engaged in child labour and the net enrollement rate of primary school is just above 50% . Street work is one of the most intensive activity sector. Parents consider a valid solution to resort to it temporarily to face unexpected crisis. This sudden poverty can be the result of national, local or family events, including death and illnesses.†¦show more content†¦In Kabul City, more than half of the population is under 19 and besides the lack of birth registration and proper birth certificates, identity cards or school certificates, there is an endemic family poverty. The increasing number of street working children is due also to the change in family struct ure and high number of orphans; only half of school age children are enrolled in school . After the Taliban’s fall in 2001, the Afghan Government has been working with local communities, non-governmental organizations and international community (UNICEF became a leading partner in the reconstruction of the education sector, a relationship that continues today). Together, they have repaired hundreds of school buildings, provided safe water and sanitation facilities to more than 1,000 others, supplied more than 8,500 tents to house temporary classrooms and airlifted thousands of tons of school supplies into the country . Informal education plays a significant role in the education of street working children (14%), this is mainly due to education provided to them by NGOs in Kabul. When asked for reasons behind their lack of attendance at school and lack of education, child workers ranked their top 3 reasons as follows: necessity to work, high cost of school related expenses and their parents decision not to have the child enrol in school . In response to this situation, BDN proposes to give an opportunity to receive the

Manac Plc free essay sample

The assignment Background information You are the financial director of a large, ficticious company called Manac plc, which produces and sells a range of standard electrical goods. Production and sales take place across a number of countries. The company uses standard costing and absorption costing as part of its approach to strategic management accounting. The Board of Directors is concerned that the company is not meeting its budgeted target profits; the managing director takes the simple view that more sales mean more profits and that the products have not been priced to sell in sufficient numbers. While you are aware that this is a possibility you recognise that the real reason for the lower than expected profits may be more complex. You have therefore decided to conduct a full review of variances to identify those areas which have not met budgeted expectations. Assignment Requirements While this review is underway and to improve the board of directors understanding of the issues involved, you have decided to produce a report to the board of directors which addresses the following 3 topics: i. We will write a custom essay sample on Manac Plc or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page The models and concepts affecting the pricing decisions taken by organisations, critically reflecting upon their usefulness (maximum mark 33%). i. The role of standard costing and variance analysis in management accounting and a critically discussion of the value and limitations of variance analysis as a means of identifying key areas which have contributed to the overall profit figure (maximum mark 33%). iii. The advantages and disadvantages of introducing an Activity Based Costing system to replace the current Absorption Costing system (maximum mark 34%). The report should include critical evaluation of the models and concepts proposed outlining their merits and limitations. You may incorporate logical assumptions with regard to the company and use numerical examples to illustrate the models and concepts that you propose to adopt The University policy on cheating collusion and plagiarism will be applied to this piece of work. Guidance: Students are encouraged to be inquisitive and innovative in their approach as to what should be included in this report the following may be of some use in providing guidance as to what could possibly be included, although this is in no way meant to be prescriptive. The aim of the ssignment is to help you understand how key areas of strategic management accounting are demonstrated in practice by a large, international company. This will include investigating topics from throughout the course linked to the above issues. Some of the principles, concepts ad models will be more relevant to your chosen approach than others and so it is likely that different students will formulate different approaches to the problems. This is n ormal, it is not expected that all of the course content will be used in the analysis, concentrate on that which you feel is most important. As part of your work you might find it helpful to briefly explore the underlying theory behind the key areas of investigation that you identify before applying them to report. With a total of 3,000 words you do not have a lot of room for long introductions so assume you are writing to a sophisticated audience who has a working knowledge of strategic management accounting and is well versed in business theory. Numerical example for illustrative purposes may be of use but should not be the main thrust of the work. If used they should be to provide evidence to support your findings from your other analysis of position and policies. If other sources are used remember to reference everything! Please avoid relying too heavily on descriptive sections reproducing information available from course material or the set text. It is your own logical, evaluation of the situation, the interpretation of course material and presentation, with critical analysis, of a coherent strategic plan that will attract high marks. Marking Guide The learning outcomes for this module assessed by this piece of work are Knowledge 1. Critically evaluate a range of key strategic management accounting models and concepts. . Critically understand of specific analytical skills in key areas within management accounting at local and international level