Strategic Marketing and Consumer Behavior Case Study Sample

Charlotte Tilbury: A Case Study on Strategic Marketing and Consumer Behavior

Introduction

The acclaimed British cosmetics company Charlotte Tilbury was established in 2013 by the well-known makeup artist, Charlotte Tilbury. With a wide selection of skincare as well as cosmetic items to suit different skin tones and tastes, the brand has become synonymous with elegance and sophistication. Charlotte Tilbury's products are created with the goal of making every person feel like a star, as well as they are created to improve one's natural beauty while evoking timeless elegance. Foundations, lipsticks, makeup palettes, skincare creams, as well as other cosmetics in addition to skincare items are all available from Charlotte Tilbury ( Ltd.,Islestarr Holdings, 2013). The brand's advertising strategy focuses on producing beautiful appearances that are both aspirational as well as practical. This is accomplished through working with influencers, getting endorsements from famous people, and putting a lot of emphasis on narrative. The company's eye-catching packaging and recognizable names of its products (CB, 2020).

Beauty aficionados looking for high-end, high-quality products to assist them create refined and beautiful appearances make up Charlotte Tilbury's target market. People that appreciate luxury, classic beauty, and desire to stand out with their cosmetic selections are drawn to the brand. Although they are attractive to a wide age range, Charlotte Tilbury's products are especially popular to young people and middle-aged customers who want to express themselves via cosmetics (INC,DIGITAL JOURNAL , 2023).

The marketing tactics of Charlotte Tilbury will be thoroughly examined in the study that follows, as well as how they have affected consumer behaviour. It will discuss how these tactics fit with current consumer trends and consumer behaviour theories. Additionally, the research will include suggestions for refining Charlotte Tilbury's marketing plans in order to better connect with their target audience and keep a competitive edge. Overall, the study main part of the study will be the case analysis where it will be needed to key describes about the aspects of the brand's marketing strategy, alongside consumer behaviour examples.

Consumer trends

The beauty and cosmetics sector, where Charlotte Tilbury is well-positioned, is characterised by a number of key consumer behaviours that have a big impact on the company's promotional plan and audience participation which are discussed in detail below:

• Inclusivity and Diversity: One of the most significant patterns is the developing interest in inclusivity and variety in beauty items. Customers progressively look for brands that offer items taking care of an extensive variety of complexions and types. Charlotte Tilbury's obligation to give a different scope of establishment shades and cosmetics items lines up with this pattern. By offering solutions that resound with a more extensive crowd, the brand takes advantage of the social shift toward commending singularity and splitting away from customary excellence guidelines (MILLER, 2022).
• Sustainability and Ethical Consumerism: As customers give environmental and social concerns more weight when making purchases, the beauty business is changing. Charlotte Tilbury caters to customers who make purchases that are consistent with environmental principles by stressing its cruelty-free policies and eco-friendly packaging. In addition to having an effect on the products themselves, this trend also has an impact on how the brand promotes its sustainability initiatives, strengthening its image as an overall wise option (Kutaula, 2018).
• Personalization and Self-Expression: The self-expression and personalisation movement have a significant impact on how consumers behave. Charlotte Tilbury takes advantage of this by providing a range of products and colours that let clients create customised looks that suit their own personalities and aesthetic preferences. This pattern highlights the importance customers have to goods that enable them to express their individuality via beauty, resulting in a stronger bond with the brand (Straker, 2013).
• Omnichannel and Digital Experience: Consumers now anticipate a smooth, engaging purchasing procedure across a variety of platforms due to the growth of digital channels. By utilising the latest augmented reality techniques for digital cosmetic try-ons, Charlotte Tilbury improves the online purchasing experience and responds to the increasing popularity of comprehensive interaction. This mirrors the movement in the business as a whole towards improving client connections and accommodating the demands of tech-savvy customers (LI, 2022).
• Industry-Wide Trends: These themes are echoed in numerous ways throughout the larger beauty business. In response to customer demand for transparency, brands are aggressively embracing environmentally friendly beauty practises and reformulating goods using natural components. Additionally, social media engagement and influencer collaborations continue to be crucial methods for connecting with customers who base their purchase decisions on recommendations from friends and online material. The success of Charlotte Tilbury in interacting with influencers fits with the general trend in the sector (LI, 2022).

Case study analysis

Key aspects of the brand's marketing strategy

The marketing plan for Charlotte Tilbury consists of a number of components that help the company succeed in the cutthroat beauty business. The brand's emphasis on narrative and aspirational branding is one important component. With a strong personal brand, celebrity makeup artist Charlotte Tilbury is seen as an expert. This story-driven strategy is in line with the "Brand Storytelling" philosophy, which places a strong emphasis on developing a relevant narrative for a brand in order to emotionally connect with customers. The principle of "Brand Equity," which emphasises the value a brand brings to products and its effect on customer behaviour, serves as the foundation for Charlotte Tilbury's marketing approach (Zulfikar, 2018). The company has skilfully used a variety of factors to strengthen its brand equity in the cutthroat cosmetics sector. The theory's emphasis on building brand identification and recall is in line with Charlotte Tilbury's development of a distinctive and consistent brand identity, characterised by opulent packaging, recognisable product names, and her own personal attractiveness. The marketing approach used by Charlotte Tilbury is a masterpiece in creating and strengthening brand equity in the cutthroat beauty sector. Brand equity is essentially the value that a brand brings to items by influencing consumer perception and behaviour. A variety of strategies that Charlotte Tilbury has carefully used to build its great brand equity have improved customer devotion, choice, and endorsement (podar, 2022).

Overall, it can be said that, Charlotte Tilbury's marketing strategy is an encapsulation of the hypothesis of brand value. Through a particular brand character, emotional connection, influencer collaborations, premium positioning, and scarcity tactics, the brand really improves its image value. Subsequently, customers foster a more grounded connection to the brand, prompting expanded dedication and backing. By adjusting its methodology to the standards of brand value, Charlotte Tilbury keeps on flourishing in the cutthroat magnificence scene, resounding with shoppers who look for both quality items and an optimistic way of life.

Analysis of Charlotte Tilbury's consumer behaviour

The study of people's activities, thought processes, and interactions as they engage in the acquisition, use, and disposal of goods and services is known as consumer behaviour. It includes a broad spectrum of psychological, social, and economic elements that affect how customers view, assess, and finally select items. For organisations to customise their marketing strategies, improve customer experiences, and satisfy the changing demands and preferences of their target market, an understanding of consumer behaviour is essential. Consumer behaviour study examines the intricate interplay between consumer decisions in the marketplace and motives, attitudes, cultural influences, social conventions, and personal experiences.

Consumer behaviour assumes a vital part in moulding the progress of Charlotte Tilbury's promoting procedures and generally brand execution. The brand's capacity to reverberate with its objective shoppers and address their issues straightforwardly impacts purchaser dedication, commitment, and buying choices. The brand's accentuation on narrating and optimistic marking is an immediate reaction to grasping purchaser yearnings and wants. By taking advantage of buyers' yearnings for complexity and polish, Charlotte Tilbury makes a close-to-home association that drives brand steadfastness and repeat business (Jang, 2023). Consumer behaviour additionally directs the brand's obligation to inclusivity and variety. Charlotte Carriage's acknowledgment of the significance of taking care of a different scope of complexions lines up with the developing customer interest in items that celebrate uniqueness (Uzunok, 2022). This understanding permits the brand to encourage a feeling of social character among purchasers, adding to more significant levels of trust and fondness. The impact of consumer behaviour might be visible in the brand's restricted version discharges. The shortage standard, established in shopper brain research, takes advantage of the apprehension about passing up a great opportunity (FOMO) that drives buyers to quickly act. By offering restricted release assortments, Charlotte Carriage gains from buyers' tendency to make imprudent buys to get elite items (Ohvo, 2023).

Application of Consumer behaviour theory

A potent illustration of how theories of consumer behaviour directly affect the performance of brands is the integration of the Social Proof Theory into Charlotte Tilbury's marketing strategy. According to Robert Cialdini's Social Proof Theory, people often imitate the behaviour of others, particularly in murky or unfamiliar circumstances. Charlotte Tilbury is a company that makes use of this principle through clever influencer partnerships and high-profile endorsements. Charlotte Tilbury's collaboration with well-known cosmetic artists, famous people, and influencers capitalises on customers' propensity to imitate the behaviour of those they like and trust. When customers see well-known people promoting and using Charlotte Tilbury goods, it causes a psychological reaction that confirms the quality and appeal of the brand. Gupta and Harris' (2015) research, which emphasises the important influence of social proof on consumer attitudes and purchase intentions, provides evidence in support of this. Consumers' notion that "if celebrities use it, it must be good" increases the brand's reputation, thus lowering their level of scepticism and increasing their propensity to buy. The Social Proof Theory's influence is also amplified through social media platforms. Influencers' enthusiastic testimonials and demonstrations on how to use Charlotte Tilbury products to their followers help the brand spread like wildfire. Customers are inspired to mimic the experiences of these influencers, which improves their perception of the brand. This is in line with the fundamental principle of the theory, which holds that people are more prone to imitate the behaviours of others, especially those they see as role models or experts (Kosmowska, 2021).

Although Charlotte Tilbury's influencer partnerships successfully use the Social Proof Theory, a closer examination exposes certain weaknesses. Concerns about authenticity might arise from relying too much on influencers. Consumers' faith in influencers decreases if they are seen of as paid endorsers rather than sincere supporters, as highlighted by De Veirman et al. (2017). Credibility of the brand can be damaged. Furthermore, placing too much focus on aspirational branding may turn off customers who are concerned about costs. According to the "Price-Quality Relationship" idea, a positioning that is excessively premium might impede accessibility and turn away price-conscious sectors. In order to achieve a sustained market reach, the business should combine influencer collaborations with genuine interactions and price inclusion (Green, 2022).

From the debate as a whole, it can be concluded that Charlotte Tilbury's clever use of the Social Proof Theory highlights the brand's awareness of the dynamics of customer behaviour. By using the power of influencers and celebrities, the company is able to take advantage of consumers' propensity to believe in and imitate role models. This strategy not only improves the brand's reputation but also influences the attitudes and actions of the consumer, increasing engagement and revenue.

Conclusions and recommendations

Key conclusions from the thorough investigation of Charlotte Tilbury's marketing plan highlight the company's expert understanding of consumer behaviour theories and market trends. Customers are more engaged and loyal to the company as a result of its emphasis on aspirational branding, influencer partnerships, diversity, scarcity tactics, and premium positioning. The brand efficiently uses influencers to influence consumer behaviour by implementing the Social Proof Theory, certifying its goods and boosting brand trust.
Additionally, the brand's dedication to emotional connection and narrative strengthens customer attachment and promotes a sense of belonging. Utilising the concept of scarcity, limited edition releases create a sense of urgency among customers and affect their purchase decisions. The approach of Charlotte Tilbury takes into account changing customer desires for authenticity, individualised experiences, and environmentally friendly methods. Nevertheless, basic examination calls attention to expected traps, including the gamble of powerhouse credibility concerns and likely estrangement of cost-delicate shoppers because of the brand's superior situating. To guarantee economic development, the brand ought to consider broadening advertising channels, presenting available cost choices, and building up supportability drives.

Few recommendations will include:

References

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