Ch. 2 - Strategic Planning for Competitive Advantage

Richelieu Dennis, CEO and Founder of SheaMoisture, has been an essential part of the company's marketing strategy. Dennis has mentioned that the company's marketing efforts have been focused on building and maintaining brand loyalty. This has been done by educating their consumers on the benefits of using natural and organic ingredients, and continuing to use them in all of their products. 


Not only has SheaMoisture gained competitive advantage by staying true to their family brand of providing organic ingredients but by making sure to market their products to different demographics. 


Richelieu Dennis recognized the need to cater to women and men with skin and hair needs that most generic beauty companies tend to neglect. He once said in an interview, "today the buying power and influence of the emerging multicultural and ‘ethnic’ consumer is undeniable. We take a problem/solution approach to hair and skin care; ethnicity doesn’t play into our product development, but hair and skin care needs do. Ethnic consumers are starting to see themselves and their needs represented in all channels."


Dennis also understands that excluding a large number of people in the company's marketing plan is detrimental. He mentions, "SheaMoisture not only brings a loyal group of followers, but also it understands and identifies with the transcending consumer influences at play". This is executed by making the product accessible. The company has partnerships with large retailers like Target, CVS, Bed Bath & Beyond, Walmart, Ulta, and more.

The company continues to gain name recognition by having its products featured in many magazines, a great example of market development. Recently, a handful of SheaMoisture's products were used in backstage at New York Fashion Week. SheaMoisture has also done a great job in the "diversification" of the company by launching "Men" and "Baby and Mommy" collections. 


One can say that Richelieu Dennis and the marketing team at SheaMoisture make it so that no consumer is out of reach and won't be able to enjoy the benefits of their great products. 

x