Case Study Of Ulta Beauty's Target Market

Before any company develops a marketing strategy, it needs to understand the market its entering. Beauty market does not only consist of make-up products, it has a lot of different submarkets. Products that are offered by Sephora are similar to Ulta Beauty’s and other beauty retails, they include: cosmetics, which includes products for the face, eyes, cheeks, lips and nails; haircare, which includes shampoos, conditioners, styling products, and hair accessories, salon styling tools, which includes hair dryers, curling irons and flat irons, skincare and bath and body, which includes products for the face, hands and body, fragrance for both men and women.

There are 3 main factors that affect the buyers decision: cultural level, such as culture and social status; personal factors like family role and

All of those factors give a clear idea of how to effectively reach and serve the customer; also, it helps consumers to decide which store the will prefer. Ulta Beauty’s target market is baby boomers, since a lot of their products are related to anti-aging crème. At the same time, since they have drugstore make-up in stock, they attract make-up beginners, who wants to try on make-up, but don’t want to spend a lot of money on it. “Ulta’s sales have risen 82.5% since fiscal 2012 and are expected by analysts to hit $3.8 billion this fiscal year. Nor is Ulta running out of steam: The first quarter of 2015 saw it post its best same-store sales performance in three years, while online sales rose almost 50%” (Wahba, 2015). Even though Sephora has a bigger a customer base and has more stores in general, Ulta is still making a decent amount of money in order for it to stay in business. By doing SWOT analysis of Ulta Beauty, the main strength is that the company offers both high-end and drugstore make-up products