Management Case: “Keeping the Buzz at Burt’s and Bees” I. Background
Burt's Bees is an American personal care products company that describes itself as an "Earth friendly, Natural Personal Care Company" making products for personal care, health, beauty, and personal hygiene. As of 2007, they manufactured over 197 products for facial and body skin care, lip care, hair care, baby care, men's grooming, and outdoor remedies distributed in nearly 30,000 retail outlets including grocery stores and drug store chains across different countries. The original vision of Burt’s Bees founder Roxanne Quimby was to ultimately reach “everyone, everywhere”. The opportunity to grow its brand in the mass market is a lucrative …show more content…
For example with their new line for men, we could start by saying “The Scent of Real Men” as a catch. They would buy it for the scent, however, the ingredients for these products would still be all natural and that is an added value. Entering a mass market is a big leap. We should stick on the great social responsibility Burt’s Bees is doing but there should also be more than that. Here are some recommendations to be done.
Maintain the “all natural” ingredients of the products and but into labels and packaging the good effects of the products.
As we enter the mass market, we could look at the competitor’s price range and give a reasonable introductory price to encourage new market to try.
Burt’s Bees should extend to more “known” retail outlets such Wal-Mart and could try distributing to 24 hours convenience store like 711, drugstores and groceries as they are now a mainstream product. We could also add on gift shops for consumers now are looking to give usable gifts.
1. A clear unique value proposition needs to be defined for the company along with the brand image. 2. Increase Budget in advertisements. This can be done through sample days in store, coupons, television advertising, unifying the