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Each paper has to be 5 pages of length including introduction and conclusion. Well cited, well written, answer all questions for each paper. 1 page of references (minimum 5). Without grammatical mistakes. It will be checked for plagiarism! Research paper 1 How Sephora Creates Beauty Across Brand Touchpoints · Sephora, a premium cosmetics retailer, has earned tremendous loyalty by extending their brand across what its customers value—all things beauty. The company understands that its customers want to enjoy and experience their passion for beauty in different ways, and it uses several brand touchpoints to enable this. · The first is by providing a sensory-filled in-store experience. As they shop, Sephora customers have the unique opportunity to physically interact and experiment with different lines of products. Such accessibility has resonated especially well among Millennials, who view beauty buying as a “hunt” for their right individual look. The company has introduced numerous customer-facing tools to further facilitate finding a personalized style. For example, InstaScent spritzes raw notes of a perfume to help customers determine which defining scent they identify with the most before exploring specific fragrances with a store consultant. Sephora offers the Color IQ handheld device to aid customers in understanding what products match their skin tones. · Sephora’s commitment to the experiential element of shopping for beauty products extends to its web presence. Sephora Virtual Artist allows customers to try on dozens of lipstick color variations in seconds, with add-on features like the ability to compare different shades simultaneously or randomize options to test out. For customers either seeking something specific or hoping to be inspired, the Sephora Beauty Board is a great resource. Along with the option to simply browse through the site, users can post pictures of products to gain feedback from others. Sephora TV provides yet another platform where customers can see “how-to” instructional videos on how to achieve a certain look. · Lastly, Sephora views its online community as valuable for connecting customers who share the same passion for beauty. The BeautyTalk forum provides an opportunity to converse with experts about makeup, skin care, fragrances, and more. · With 360 stores in North America and nearly 1,800 worldwide, Sephora’s footprint continues to grow. By offering programs that connect its brand to what customers value, Sephora has successfully strengthened customer–brand relationships and improved brand loyalty. Questions: 1. Analyze how Sephora connects its brand to emotional, self-expressive, and social benefits for the customer.  Please clearly identify which of these 3 benefits (or combination of the 3) each connection targets.  Do not lump all three together! 2. How can Sephora’s brand touchpoints be improved to reach non-Millennials?  Please be specific here and include your original thoughts as well as outside sources.   Research paper 2 Growing the Audience for Hamilton · Since its debut in 2015, Broadway’s hit musical Hamilton has received critical acclaim and realized unprecedented box office sales. Just a year after opening, shows were sold out through January 2017 and ticket prices had climbed to $500. Such widespread success inspired the play’s management to think about how they could extend Hamilton’s footprint beyond Broadway. · Hamilton’s digital team focused on attracting an even wider audience by establishing a presence on the Internet and in social media. They understood how these channels provided a unique opportunity for fans who had never seen the live show to experience the Hamilton brand. At the cornerstone of the team’s efforts were a series of online “Ham4Ham” videos. In these, the cast of Hamilton produced short and playful scenes—some were reenactments from the play; others were unrelated vignettes. In one, the cast recreated a popular scene from the West Wing of the White House right before they were set to perform for President Obama. In another, lead actor Lin Manuel-Miranda and Hamilton’s composer Alan Menken sang songs from Disney’s The Little Mermaid. The show also regularly publishes digital content across Instagram, Snapchat, Twitter, and YouTube, including user-generated postings. For example, the team manages an Instagram series called #HamArt, which depicts drawings and paintings of characters or scenes from the play created by its fans. · Hamilton’s ability to reach unexpected markets stems from the producer’s adeptness at managing both an entertainment brand and a Broadway musical. By understanding the strength of creative content creation and uncovering new distribution opportunities, Hamilton’s digital team has been instrumental in earning the franchise a larger online audience than any other Broadway show, including long-standing blockbusters such as Wicked and the Lion King. · Off Broadway, several factors have pointed to the play’s enduring success. In 2017, the cast and crew began a national tour across at many U.S. cities. Additionally, various pieces of merchandise—from sweatshirts to hats—and other collectible souvenirs from the show continue to be in high demand. Finally, Hamilton has connected with a youthful demographic who likely were uninterested in the theater previously but now have the potential to become habitual playgoers. Questions: 1. How can Broadway leverage its success with Hamilton to increase its conversion of the younger demographic into  habitual playgoers?  What challenges might be encountered?  Please be specific in your answers to both of the questions. 2. Using the criteria to evaluate business leveraging options, what other growth options exist as revenue-generating for Hamilton?  Please be specific in your recommendations here.   Remember to format your citations and references using  APA or MLA format. Research paper 3 Target Canada · In 2012, Target expanded its business into Canada.  The proximity to the U.S., as well as Canadians’ familiarity with the brand, made expansion across the border seem like a natural step for the retail powerhouse.  However, after only two years, Target faced $2 billion in losses and announced plans to close all of its Canadian stores.  Here are some of the reasons the global expansion led to an exit decision: · Target was initially able to minimize its capital costs by purchasing obsolete stores from a former Canadian discount chain.  While this gave Target quick and affordable access to a high number of locations, the stores were not designed for Target’s big-box format.  Also, the association created by locating the new Targets in outdated spaces damaged its “Expect More, Pay Less” brand reputation. · Target compromised quality for speed to market. The company opened 124 stores in only two years, and essential parts of the business, such as inventory planning, could not keep up with that pace.  As a result, empty shelves and stock-outs were an issue.  This was especially disappointing for Canadian consumers, who were accustomed to seeing abundant merchandise in U.S. stores. · Target faced stiff competition from Walmart, which has been present in Canada since 1994. Historically, Target’s trendy and more fashionable merchandise had helped the brand distinguish itself.  However, its Canadian assortment lacked these qualities, which put Target in the position of having to compete on price, which is Walmart’s sustainable competitive advantage.  Walmart responded with a price war that they appear to have won. · Each of these factors put Target’s brand equity, one of its most precious assets, at risk, and ultimately it was left with little choice but to pull out of the market.  While the opportunity may still exist in the future for Target to re-enter Canada, its failed first attempt is a good lesson for companies considering expanding operations into new global regions. Questions: 1) Evaluate the three criteria for divestment for Target Canada.  Did Target Canada meet each criterion? Explain. 2) Imagine you were president of Target Canada at the time when Walmart started the price war. How would you respond to the war?  Was there any way to win? Be sure to explain your answer here.  Should they try to win?  Explain why or why not.  Please be specific in your answers.
Answered Same DayAug 31, 2021

Answer To: Each paper has to be 5 pages of length including introduction and conclusion. Well cited, well...

Abhishek answered on Sep 05 2021
138 Votes
Running Head: MARKETING MANAGEMENT    1
MARKETING MANAGEMENT         17
MARKETING MANAGEMENT
Table of Contents
Research Paper 1    3
Introduction    3
Answer to Question 1    3
Answer to Question 2    4
Conclusion    6
References    7
Research Paper 2    8
Introduction    8
Answer to Question 1    8
Answer to Question 2    10
Conclusion    11
References    12
Research Paper 3    13
Introduction    13
Answer to Question 1    13
Answer to Question 2    14
Conclusion    16
References    17
Research Paper 1
Introduction
Discussion of this research paper is presenting the services that Sephora is using within their business to connect its brands with the customers. There is also the presence of ways,
through which the development of the brand touchpoints will be performed in this beauty brand.
Answer to Question 1
Emotional Benefits
Based on the emotional benefits, the management team of Sephora is providing sensory-filled in-store experiences to their customers. Within this process, customers have the unique opportunity to interact and experiment with different kinds of products based on their physical presence. Not only that, but also this brand introduced multiple customers facing tools to facilitate personalizing styles of their customers (Hermansen & Pettersson, 2020).
This process allows the customers of Sephora to buy beauty products for the hunt of their right look. In that context, it can be mentioned that to offer the individual right eye to the customers this brand is offering instance spritzes raw notes of perfumes. It helps customers to determine the scent that they identify the specific fragrance with the help of the consultants within stores.
Self-Expressive Benefits
The management team of Sephora makes their commitment to the experiential elements of shopping for beauty products. On this purpose, the management team of this brand is expanding the web presence of their services and products. In that context, the virtual artist of Sephora allows its customers to try dozens of lipsticks color variations in seconds. This brand also introduces add-on features within their services of the customers and that delivers the ability to their customers for comparing different shades of lipsticks with the simultaneous or randomized options (Bonetti, Warnaby & Quinn, 2018).
Beauty Board of Sephora is seen as an excellent resource for their customers to seek something specific or to hope to be inspired through some beauty products. Therefore, customers of this brand can post pictures of products to gain feedback from others. TV providers of this brand are noted as the other platform for their customers where customers can see instructional videos on how to get a distinct look by using beauty products.
Social Benefits
The online community is viewed as a valuable platform for the management team of Sephora. With the use of an online platform, the management team of this company can connect with their customers who share the passion for beauty (Roggeveen, Grewal & Schweiger, 2020). Moreover, the beauty talk forum delivers an opportunity to the customers to converse with the beauty experts regarding makeup, skincare, fragrance and more.
Answer to Question 2
Through the overview of the overall services that are offered by Sephora, it can be said that with the introduction of some aspects within the overall service process of this brand the touchpoint of the brand can be improved. Multiple elements, which must be involved in this brand for the successful development of the touchpoint of this brand to reach non-millennials, are—
Using Live Chat on Mobile Phone
To offer exclusive services to the customers, the management team of this company is taking different initiatives within their services and this process is evident in the case study of the company. However, the introduction of a live chat process with the customers can allow this brand to develop their brand touchpoint in practical ways. In that context, it can be mentioned that in many cases it is noticed that customers are not able to make their preferable choice in case of purchasing beauty products from Sephora (Scholz & Duffy, 2018).
Presence of this live chat process within the service of this brand must help the customers to get their personal views regarding their desired beauty products. Not only that but if customers of this beauty brand can face any issues after using the beauty products of this company also can get immediate help from the experts. In that context, the management team of this band will introduce a group of beauty experts in their service.
Those experts of the company will guide the customers through the live chat on mobile in case of facing any issues of customers by using products of Sephora. Therefore, this live chat on mobile phones also can help the management team of this brand to focus on the personalized questions or issues of their targeted customers that they are facing at the time of taking care of their skin and body.
Get Feedback from Customers
Customers are playing a pivotal role in every business. This process denoted that customers are the primary pillar in the development of any brand or company. In that context, it can be mentioned that for the development of the brand touchpoint of Sephora, the involvement of the customers in the development process can be proven as a beneficial one. Within this process, the marketing team and the management team of the company must focus on the satisfaction level of their non-Millennials at the time of purchasing or while using products of this brand.
Creation of satisfaction level among the non-millennials or customers based on products and services can help this brand to make their development within the overall touchpoint of the company (Koetz, 2019). Therefore, the involvement of the customers within the brand touchpoint development can be performed with the adoption of feedback from the customers.
Adoption of customer feedback regarding the products and services can help the management team to analyze the effectiveness of their services. Not only that, but customer's feedback also will offer an opportunity to the management team of Sephora to identify and analyze the issues that customers are facing in terms of purchasing products of this brand. It must help them to rectify those areas of their services where the improvement will be required and that will help to develop the overall touchpoint of this brand to reach on-Millennials.
Conclusion
To conclude, it can be mentioned that Sephora delivers different beneficial factors to their customers such as sensory-filled in-store experience, add-on features and beauty talk...
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