Integrated Marketing Communications

Integrated Marketing is the coordination of a variety of promotional vehicles (e.g., print/broadcast advertising, public relations, direct marketing, in-store promotions) and multiple stages in a promotional campaign to ensure that the marketing message is consistently received by the greatest possible number of people in the target market.

Sephora is very successful when it comes to intergrated marketing. To survive in any company or business, you must have effective Promotion (Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.)




Promotional Strategy - Is a plan for the optimal use of the elements of promotion: Advertising, Public Relations, Personal Selling, and Sales Promotion. Sephora expertises in all these elements.




With Advertising, you can find Sephora advertisments on billboards, the internet, magazines etc...




With Public Relations, Sephora's team keeps a good image of Sephora. When you here about Sephora you do not here any negativity. The reason being is because Sephora's Public Relation team stays on top of their image.




With Sales Promotion, Sephora promotes new products, coupons and sales. You can actually print out sephora coupons online and sign up for alot of offers tht help you save money.




Competitor advantage is the set of unique features of a company and its products that are percieved by the target market as significant and superior to the competition. The features include High Product Quality, Rapid delivery, low prices, Excellent Service, or a Feature not offered by the Competition.




Since Sephora is indeed a cosmetic company they have a lot of competition. Like any company they see competition is a way to advance a head. Instead of copying what other companies do, they take other companies mistakes and make them wonderful ideas. For example, lets say it takes two days to recieve a Revlon product that was ordered online, Sephora will make it that if you order their product online it will only take a day to recieve. Or another good example and Fact is low prices thats Sephora offers. Both Sephora and Mac offer a Hello Kitty line. The major difference between the two lines is the price. Sephora offers Hello Kitty Lip Gloss for $16, while MAC (one of Sephora's many competitors) offers Hello Kitty Lip Gloss for $27.49... A HUGE difference in price and a major factor when it comes where a person will shop.

Not only does Sephora stores expand Sephora products, they also help expand other products as well. In Sephora stores you can find SEPHORA brand products but in Sephora stores you can also find brands like Stila, Smashbox, Lorac, and Lancome. With that being said Sephora's integrated marketing communication strategy is great because you can now look at Sephora stores as a place that holds a cosmetic army because the brands that Sephora stores offer work together to make Sephora a great place to shop and find what you are looking for.