When you visit burt's bees' facebook page, new products are typically one of the first things you see — in the form of a landing page, post, video, quiz, and so on. One such brand is burt's bees, a natural personal care company we've mentioned burt's bees in the past , but today we're taking a much closer look at the brand's social media strategy, from its cross-platform campaigns to its exceptional use of hashtags and video. Burt's bees has long recognized the importance of authentic consumer-generated content, using it as a crucial component of its marketing strategy since partnering with bazaarvoice in 2009 naturally, when they planned to break into a new product category, consumer content was a critical element of their strategy.
Burt's bees hand salve illustrated package design (image source: wikipedia) in an industry overflowing with cool blues, greens, and sometimes even stark white lip balm, and sleek, modern beauty products, burt's bees is a welcomed contrast. Clorox co's burt's bees turned to solutions provider bazaarvoice to assist in the launch of the company's first cosmetics line - its biggest launch to date - veering away from traditional and often costly marketing strategies and instead focusing on a changing customer journey and leveraging the power of the consumer voice.
Spas could also be used as an extraspecialised distribution channel within the niche market, selling burt's bees products tocustomers alongside burt's bees spa treatments and to non-spa customersthis strategy is achievable. He leads burt's bees with integrity and authenticity that is noticed by everyone who works with him jim is the reason i was able to intern at burt's bees, and i will never take that for granted. Market ing strategy for burt`s bees essay clorox purchased burt `s bees for our reputation in personal health care niche market but we stay in the same market with same products for almost 20 years.
Nature becomes you is more than just a marketing tagline for burt's bees the durham, nc-based manufacturer of natural personal-care products -- best known for its popular lip balm -- sees sustainability as the starting point for its innovation process. As a leading brand in the natural personal care industry, burt's bees has also been instrumental in creating a national standard and product seal that will launch later this year. Burt's bees recognized this fact and modeled their facebook marketing and sales strategy accordingly in this social media case study, we aim to showcase the lessons social media marketers can extract from the burt's bees brand in order to build an engaged audience on facebook and convert that audience into paying customers. Burt's bees' new campaign, uncap flavor, offers insight into how strong messaging can shift the reason for purchase in a customer's mind the campaign is highlighted in this new york times piece, which explains how the lip balm industry has changed its marketing strategy from a functional message (curing chapped lips) to a message.
Burt's bees' pricing strategy does differentiate themselves from the competition with them using 99% majority of natural resources, that sets them away from the competition already (armstrong & kolter, 2013) but with the high pricing marketing strategy they propose, it creates a higher level of quality into the consumer's eyes. Burt's bees, a personal care products company based in north carolina, started as a pipe dream in 1984 and has since become a household name. Burt's bees ignores the competition's pricing and charges 80% more than necessary, so clearly they have executed a value-based pricing strategy (a16) customer value-based pricing sets price by calculating the buyer's perception of value instead of attempting to cover the costs of the company (pg 258.