Brand analysis of Jo Malone Essay

1. BackgroundJo Malone is an international place which was established in joined Kingdom by Jo Malone in 1994, then it was acquired by Este lauder in 1999(Jo Malone 2014). This stain has a series of products, such as scents, remains c be products and ingleside supplies (ibid). Its products atomic number 18 extracted from natural materials with pure flavor so it is always pursued by many stars and upper class (Jo Malone 2013). Jo Malone allows consumers to turn off their own scent by combining different smells and to personalize their home by using home housedles, elegant diffusers and room sprays (ibid). Therefore, the lark about of Jo Malone is natural, high-quality and distinctive.As regards the market environment, at that place is a bright market prospect for Jo Malone, because the general economic and fragrance market developed very well in UK (Monaghan & ampere Kafkaesque, 2014). In addition, the culture force can non be ignored, because the understated genius of Br itish can be reflected well from the reproach spirit elegant but personalized (Jo Malone 2013).2. SWOT Anaylsis2.1 Strength accord to the background of Jo Malone, the strengths of this blot atomic number 18 relatively obvious. First of all, its brand position is precise which is high-end and distinctive. This can be reflected in its brand image. Its stores and packages are both well-designed to express the characteristics. Second, its products are personalized and high quality. All ingredients of the products are extracted from natural materials. Furthermore, an outstanding feature of Jo Malone, fragrance combination as mentioned earlier, institutes this brand differ from other(a) brands (Unger 1974). Final, this brand belongs to Estee Lauder, which can provide solid support for Jo Malone in many aspects.2.2 impuissanceThere are cardinal points in total. First, the brand recognition is low, particularly compared with other fragrance brands, such as Chanel, Givenchy and D ior. Nevertheless, this situation may receiv able-bodied to the short history of this young brand. Second, the promotion of this brand is ineffective. Spokesperson and publicizing on mass media are absent. According to the Beauty Digital IQ Score (2013), the brand ranking of Jo Malone is 31, which means the influence of this brand is not sufficient. Third, the distribution channel is peculiar(a).Instead of selling products mixed with other brands in fragrance stores or online, Jo Malone sells its products in its own stores and website only, this may lead to limited coverage of market. Nonetheless, this can be its strength because it might be their supernumerary brand strategy that is aimed to highlight unique brand position (Brownlie et al 1999).2.3 OpportunitiesNowadays, people presume agency products made by natural ingredients, which are healthy to human. Besides, customization has become popular in this market. As a result, Jo Malone corresponds with these certain foresho rtens. Next, men perfume is a high potential and less competitory market. Owing to be important in the social interaction betwixt humans, male consumers care more about their personal image than before (Lindqvist 2012) However, Jo Malone does not strike a series of products for men, which can also regarded as a weakness of this brand. Finally, global branding has become a trend and an important market strategy. (Tybout and Calkins, 2005, cited in Wong) With its unique style, Jo Malone extends its overseas market, especially in Asia recently. It is believe that there will be a wider chance for Jo Malone in the future.2.4 Threats referable to low brand recognition and competitive pressure in this market, Jo Malone occupies low market share even though perfume is its study product. More and more luxury brands have launched perfume, such as Chanel and Dior. According to Rachel Felder (2014), those luxury brands attract consumers by their fame. Consumers, who cannot afford a Chan el bag, can leverage Chanel perfume to satisfy their vanity. Moreover, Jo Malone is a brand with particular features, in other words, there might be some copy-cats appear to confuse consumers and detriment Jo Malones brand image.3. RecommendationsBased on the SWOT analysis above, there are three recommendations could be proposed. Firstly, recommending Jo Malone to promote itself in the public media. Due to Jo Malones low brand recognition and ineffective promotion strategy, it is prerequisite for Jo Malone to increase investment of promotion, to advertise itself on TV and premium truelove magazines, and to invite a few stars who are well known and have similar characteristics with Jo Malone to be spokespersons. Moreover, allowing perfume stores and online stores to sell Jo Malone products is also an option to upraise brand recognition and expend distribution channels.Second recommendation is to fall in with other brands. In order to increase sales and expand not only premium m arket, but also mass market without undermining brand value, there are two options to target different consumers. One is to collaborate with Superdry, which is a young and fashionable brand with gigantic reputation. Consumers are able to smell the partner perfume in Superdrys shop and make purchase if they are interested in. Another is to collaborate with five-star hotels. There are many kinds of bath products of Jo Malone, and these products are priced very high due to  temper and health materials. However, five-star hotels are for customers who pursue the quality of life, besides, the daily bath products uptake of hotels is huge. Therefore, providing the bath products to these hotels is able to increase the sales effectively.Finally, male customers are just to find a specific product for themselves due to Jo Malone products are sort out by ingredients and smells only. According to the SWOT analysis of mens market, entree a specialized series of product for men is a possib le recommendation.4. ConclusionIn conclusion, this report analyzed the market environment of Jo Malone, and three recommendations were proposed for this brand based on the SWOT analysis. There is a great potential market for Jo Malone to expand. Furthermore, utilizing effective marketing strategies would help to promote the brand better, occupy more market share and strengthen its brand recognition.5. ReferencesBrownlie, D., Saren, M., Wensley, R and Whittington, R. (1999) Rethinking tradeing Towards Critical Marketing Accountings. 2nd ed. London SAGE Publications.Capozzi, C. (2014) perfume Market Analysis. online.eHow. Available from http//www.ehow.co.uk/info_7743468_perfume-market-analysis.html Accessed 9 October 2014Catherine, W., Tat Pui, L. and Henrik, U. (2011) The Roles of stationing for a Brand Entering Overseas Markets A Case Study of a Danish Butter Launching in Hong Kong with Success. Industrial Engineering and Management, KTHCraik, J. (1993) The face of fashion Cultu ral studies in fashion. London Routledge.Jo Malone (2014) Home. online. London. Jo Malone. Available from http//www.jomalone.co.uk/world-of-jo-malone Accessed 5 October 2014Jo Malone- Jo Malone London(2013) Home. online. London. Jo Malone. Available from http//www.jomalone.jobs/jomalne Accessed 9 October 2014Kafkaesque (2014) Perfume News 2013 Fragrance Sales Figures, Revenue & Fragrance Markets online Available from http//www.kafkaesqueblog.com/2013/08/24/perfume-news- 2013-fragrance-sales-figures-revenue-fragrance-markets/Accessed 9 October 2014Lindqvist, A. (2012) Preference and Gender Associations of Perfumes use on Human Skin. Journal of Sensory Studies, 27(6), 490497.L2 ThinkTank (2013) Beauty Digital IQ Score Online Available from http//www.rankingthebrands.com/The-Brand-Rankings.aspx?rankingID=181&year=715 Accessed 8 October 2014Monaghan, A. (2014) UK economy grew 1.9% in 2013 the fastest growth since 2007. online. The Guardian. Available from http//www.theguardian.co m/business/2014/jan/28/uk-economy-2013-fastest-growth-fourth-quarter-gdp Accessed 9 October 2014Unger, L. (1974) Market Segmentation A useful tool in the marketing of fragrance (perfume) compounds. Industries Marketing Management, 3(3) 267-273.