Abby Sides

[2.5] BMP: Using Analytical Tools

MKTG 3340
Dr. Cosenza

1. I believe that Lush has done and absolutely amazing job building a dedicated fan base that loves
their products. Through the years this brand has continued to be innovative with their products.
Lush is constantly evolving their products to in order to stay ahead of competitors. Lush is
known to alter the designs of their products to fit trends for example: they released an eggplant
and peach bath bomb that resembles the emoji's. The dedication to the Lush brand can be seen
by the graph shown below, however Lush is an international company and this graph only
represents those who speak english. This representation is also not accurate of the Lush UK as
they have decided to step away from social media as to better connect with their customers.

2. As shown in the first graph below, we can see that Lush receives much more attention than
either of the compared competitors. This leads us to believe that Lush is far superior than its
competitors when it comes to being mentioned on the internet.
Lush has far more mentions than the competitors at 6555 mentions. The internet allows people
to be able to speak freely about their opinions which results in both positive and negative
feedback from the population. From the graphs 2 and 3 you can see that Lush receives more
negative reviews compared to the competitors, however when comparing the positive reviews
outweigh the negative reviews resulting in a higher positivity rate compared to competitors.
People also tend to make more videos with the brand Glossier than either Sephora or Lush.
3. I would suggest that Lush diversify their social media. Almost half of the mentions Lush
receives (49.6%) come from the web (as can be seen from the images above). According
to the information above 1.5% of Lush mentions come from Twitter, with a daily rate of
145 million daily active twitter users this percent should be higher. Lush should be
actively making a stronger effort to reach these users and create buzz about their
products. I would also suggest increasing the video percentage which currently sits at
4.7%. As Lush currently presents videos showing and detailing how to use their products
and well as showing how some products are made, Lush could also create videos with
customer feedback making the experience more personal.
*** during the corona virus outbreak people are constantly watching some video
regardless of the content so now would be an opportune time to publish any
unpublished videos