|Marketing Mix |Biotherm |Kiehl’s | |Product |Innovation is how individual and group perceived |Kiehl’s had differentiated itself from the | | |changes made prior to a particular product. |rest of men’s facial care by their nature | | |The product positioning of the chosen product is based |extracts such as lemon extracts and choice of | | |on the product’s effectiveness o the individuals and |ingredients in the facial care. Similarly, | | |groups. Nonetheless, the branding itself had | | |leadership. In order to do that, it must set its price |Kiehl’s consumer are very careful of | | |competitively to attract more consumers to gain market |environment-friendly products and they pay | | |share. Secondly, the competitive price will also be |attention to brands with social commitments | | |able keep loyal and supporting customers and also |thus they will gain market share in consumers | | |prevent competitors from gaining market share. |who are more concern with those factors, | | | |therefore, prices are pretty competitive | | | |amongst its competitors. However, Kiehl’s | | | |customers search more than just a product; | | | |they are seeking added values such as a | | | |community of customers. Having said that, they| | | |are willing to pay more for personalized | |
