Business Marketing

Business Marketing is a crucial part for the income of Essie. Throughout the world salons everywhere are always updating their Essie collection with the newest line of colors. Of course Essie is sold in many places where the consumer buys it for their own personal use, however salons are the main source f income for Essie.

Business to business electronic commerce is often used while purchasing Essie. consumer's can find various Essie products over the internet and order them for business or personal use. Essie uses the internet to facilitate almost all of its selling. of course many consumers buy the products from their local Duane Reade, but those buys are often what is known as "unsought products" and consumers would only buy one or possibly two colors. however, while shopping online consumer will often buy a full line of colors, usually consisting of 6 colors, at 8 dollars a bottle, giving Essie a nice profit. also, Essie uses various social networking sites to advertise their product. Essie has a Facebook page with all the latest lines, and twitter to let all its followers know what are the hottest new colors and whose wearing them. advertising through social networking is great for Essie because it is a free way to let all its fans know which products are out. 

Segmenting and Target Marketing

It is very obvious to all those in marketing that to create a product, one must have a specific target market in mind. while creating the large company Essie the marketers were segmenting people around the world to see who exactly would fit into the category of those who would want to buy Essie products, therefore Essie can properly market to them. the target market of Essie are women ages 17-34. now withing this target market, each line of colors are more closely marketed to a certain market. when Essie comes out with her bridal collection, she is marketing to those women on there wedding day hoping they will choose a beautiful Essie color for their special day.

 also, when marketing her new summer 2012 line, Essie is marketing  bright vibrant colors for those not afraid to shine. Women who want classy colors for the work place, or fun bright colors for a night out, all these options are available in the Essie collection. Essie knows very well that depending on the climate, that is what colors will be in season. therefore, when Essie markets to country's which are usually hotter in weather, is advertises light oranges, yellows, and reds. however, when marketing to country's with cooler weather, Essie markets darker colors, like the famous "wicked".

 Essie sells its products in places where they know their target market are bound to be found. these places are stores lik Duane Reade, and CVS. also, they are sold at salons, and department stores such as Macys. Essie consumers know that Essie always has the new in style colors, and shades for every possible occasion. for this reason Essie is such a successful company.

Developing and Managing Products

The Essie products are not products that are modified often, if ever. Essie carries various types of nail care but what Essie is most famous for is their nail polish. the polish is sold in a glass bottle, with a white handle, the bottle is glass with the Essie label fused in it so nothing will get in the way of seeing the color. The polish has looked like this since the beginning of the company, and the only part of the product that is ever modified are the colors.

Essie knows just what its customers want. the newest fashionable colors, and that is just what Essie gives them. Essie gets tips on what the next seasons colors should be from many places such as magazines, internet, competitors, and research and development. Essies new summer line consists of the fabulous Braziliant, Meet me at sunset, and Super bass nova. these colors match all the styles in the magazines which is why they are doing so well. Essie continues to create more and more fascinating colors keep the consumers coming back for more.

Integrated Marketing Communication

We already know the various ways that Essie promotes itself from a previous post. some of these ways of mass communication include weekly magazine adds, and billboards. Essie always makes sure to have a full page add in magazines, and the full billboard so that no other "noise" will distract the consumer. But one special thing about Essie is its competitive advantage, Essie is known for its seasonal line which is something no other polish company does giving it the advantage. On Essie.com there are many different options of things to do such as new colors, whose wearing what, but the smartest thing the website has is a feedback section. Consumers can go on the website and express any questions, comments, or problems they may have with the products. Essie always does its job of informing the consumer of the upcoming lines, and just from that the consumers are persuaded, that is why so many women choose Essie as their brand of polish. Essie knows exactly what its target market it, women ages 17-34, and Essie advertisers know exactly what it takes to draw them in. By constantly showing fun exciting colors that remain classy, consumers cannot help but buy the products.

A- Essie gets the consumers interest by advertising in places that the target market will definately not miss it,(magazines and billboards).

I-Essie has its nail polish in all the latest fashion shows, letting everyone know just how much the colors can enhance your wardrobe.

D-To take Essie above the other polish brands they have celebrity's wearing the colors with the hottest new outfits. 

A-Essie continues advertising and sales are made. 

Product Concepts

All the products in the Essie line are tangible items. these items range from a range of fabulous nail colors, to many nails care kits. The products are both business products, which the salons and retail stores buy to either sell to customers or perform manicures and pedicures. The products are also used as consumer products, where the consumer will buy it for their own personal wants. The Essie company does not have a very large product mix width, meaning they do sell a lot of nail care products but not an extremely large amount, however, the products line depth is very large. Essie's line of nail polish colors currently include over 250 colors and grows larger with each mew season. Each bottle of polish is made of glass, and has the brand Essie on it so everyone will know what company made the amazing color. some say that the bottle is boring however i believe that the bottle is simple and classy, and is not to showy, therefore the consumer can just focus on the amazing color inside the bottle. as stated in a previous post, Essie does not change its packaging or brand name from country to country, the products are standardized. The only thing that the company changes with each country is the colors in their advertisements. Essie definitely has a high amount of brand equity. Many women in the target market range, and even those not have hear of the brand and are well aware of Essie's quality, and many consumers of Essie most often always use it.

Sales Promotion and Personal Selling

Although it is not very often that you will find an Essie coupon, or voucher for a free sample, on some occasions the company does surprise us by giving out dollar off coupons. Essie is sold at 8 dollars a bottle, however, if you are willing to go onto websites such as Ebay, and Amazon, you can find the products significantly cheaper. The reason Essie rarely has coupons is simply because the company is aware that consumers will still purchase the products. One main consumer of the Essie products are salons, if these salons do not have the latest Essie colors, many people will not go back so they must keep the seasonal colors in store. One free offer recently given out was the "one day without blues" polish, which is for the Tom's shoes and Essie polish one day without shoes campaign, ( for more details check out the one day without shoes page.) for this campaign Essie gave out 5,000 free bottles of this polish. 

 Essie has a facebook page at, facebook.com/essie where you can go on to see pictures, videos, all the colors, and who is wearing them! This is how Essie advertises all their new products, because we all know how popular facebook is! The page has over 384,982 likes, with 15,530 "people talking about this."

By "liking" the page Essie will send you exclusives on the latest lines, and which colors are in style!

Advertising and Public Relations

As we all know, advertising is a major part of every company. The way a company markets its products to the customers, will result in the amount of profit made. Essie polish spent an estimate of $150 million in advertising in 2011. Essie company has specific areas in which they advertise. Essie has a continuous media schedule with Seventeen Magazine, each week when a new magazine comes out Essie has one full page add featuring a product from their new line. While advertising, the adds are attempting to build a mood and image for its consumers. Each Essie add consists of a fabulous color dripping onto an object, highlighting the beauty of each color:  if you want your hands to be beautiful, you must buy the Essie polish. Along with the Magazine another common way Essie advertises their products in through Outdoor Media. Essie has images on billboards, mini billboards in malls, and on the top on taxis.

Essie keeps up with their consumers needs by creating seasonal line. continuing on, Essie keeps its companies names circulating with the concept of "name dropping". The company's names being mentioned by famous artists, in games shows, and more. one example is in 1983 when Joan Rivers announces that she is wearing Essie  Jelly Apple polish, or when in 1989 when Queen Elizabeth hair dresser sends Essie a request for her color Ballet Slippers, saying that is the only color Her Majesty would wear, that year the Ballet Slippers colors sold over 25,000 bottles in 2 months. The name dropping continues when "Essie" is the answer to a question on the game show "Who Wants to be a Millionaire."

Essie uses its company website, Essie.com, for most of its advertising. on the website includes the new collection for that season, all colors ever created in Essie, Editorials, a timeline of the companies journey, nail care, where is find Essie products, and so much more. 

Essie uses advertising appeal to reach out to its consumers. It makes the consumers realize the gorgeous colors Essie has and makes them want to have them.