Ch. 12 - Services and Nonprofit Organization Marketing

Ch. 11 - Developing and Managing Products

Product Life Cycle

For the past few years Benefit has been in the growth stage of the life cycle. The company has been around since the late 60s but because of the growth of social media the company has more acknowledgment. 

Ch. 8 - Segmenting and Targeting Markets

Concentrating Targeting Strategy

Benefit Cosmetics uses concentrating target strategy because they only sell beauty products and target a narrow market. This works well for the company because they focus more on making the consumer happy and giving them just what they need.

Ch. 15 - Marketing Communications

Benefit Cosmetics uses informing, reminding, and connecting to promote. Through their social media accounts they inform and remind people by constantly posting about different products they offer. They also try to involve daily news to promote products from time to time. Example: if its an extremely hot day they might post their facial mist as a way of promoting.

Ch. 10 - Product Concepts

Benefit Cosmetics: Products and Packaging

Benefit Cosmetics sells make up, perfume, and skin care products.
They are well known for the witty and fun packaging and product names. 
Having feel good products definitely entices the buyer to purchase!
EXAMPLES:

Ch. 17 - Personal Selling and Sales Management

Relationship Selling

Benefit Cosmetics is mostly sold through third party stores. For example: Sephora and Bloomingdales. In these stores there are beauty advisors who consult you and help you choose what you are looking for or even persuade you into buying something you didn't think you needed. For the time you are in the store you form a personal relationship with the employee and they will get you the spend money without you even knowing!

Ch. 16 - Advertising, Public Relations, and Sales Promotion

Public Relations

This year, Benefit Cosmetics wants to engage with their customers more mainly through social media. They wish to lead the social and digital media. Benefit cosmetics PR says they a recreating the brands focus to "act more like a friend" and promote two way conversations and getting users to generate in their own contact.