Chapter 14. Supply Chain Management and Marketing Channels Retailing

Four of SheaMoisture's main retailers include Target, Walgreen's, Walmart and Ulta. Over the week passed, I've been able to visit all the retailers except for Ulta Beauty. I've noticed in my research that the variety of products varies through store to store. All the retailers have the most common product known from Shea Moisture which is their "Cantu Shea Butter". Target contained the lines of "Coconut & Hibiscus", "African Black Soap", and "Jamaican Castor Oil". Walgreen's had the "Superfruit Complex" and "Raw Shea Butter". It was Walmart that contained the two line of products that I have never saw before. They had the "Manuka Honey & Mafura Oil" and "Mongongo & Hemp Seed Oils".

In the relationship with their retailers, Shea Moisture's is taking a jump on beauty standards.With the launch of SheaMoisture’s #BreakTheWalls campaign they sparked a meaningful conversation and action towards the mind-set in the beauty industry and our society. They are confronting the mental walls that encourage us to force fit ourselves into ‘good hair’ ideals. By questioning the very concept of a normal standard, especially as it applies to beauty and to hair type or texture, we can begin to see how narrow minded and potentially destructive it is. Our forward messages must focus on everyone, embracing everyone and celebrating the beauty.  

While many women are elated by the message this topic is bringing to the African American hair care community, some women argue that having an ethnic aisle makes it easier for them to find the exact products they're looking for, fearing that adding their favorite beauty products to the mainstream aisle may cause them to get lost in the mix of things.Which ever way you look at it, this is a revolutionary moment for African Americans in beauty as Shea Moisture is the only African American beauty company to run a major advertisement on television. 

Chapter 6. Consumer Decision Making

Changing Demographic 

Shea Moisture recently sold a portion of there company to an investment firm Bain Capitol. They were looking to broaden it's customer base outside of it's normal core of African Americans. Bain Capitol is aiming to boost growth by taking a brooder approach by marketing outside of ethnicity. Shea Moisture is trying to capitalize off the growth of more Americans using products that are organic and natural. The switch to marketing to a broader audience has been unsettling for Shea Moisture core base. Customers feels that the company has "sold out" and now this base need is being neglected. Co founder Dennis ensures that he will continue to service his core customer while still engaging a broader audience. 

Demographic Make up

Bain Capitol is a world leading private investment firm. Partners with management teams provide and plan resources for growth. They partner with Dunkin Donuts, Nabisco, and Dow Chemical Company. The statistical descriptions of the characteristics include population, race, age, income, etc. Both companies are looking to capitalize on a growing market. Shea Moisture's core demographic is the African American woman. A growing market means more opportunity for profits. A growing margin means more equable opportunity. Now with their new financial backup, Shea Moisture has begun to change it's strategies. They've recently become producing more products, partnering with major retailers, expanding representation in advertisement, growing availability in social networks, and pop up shops. Now instead of just hair products, they've also began making bath and cosmetic products too. The partnerships with major retailers include Target, Ulta Beauty, Walgreens, and Meijer. 

Ch. 5 Developing a Global Vision

Globalization 

Shea Moisture has a high factor in globalization, they focus on a community commerce. 10% of the community sales go to women-led businesses to support communities that supply ingredients for their products. Through the support of these communities, it helps to maintain a source that makes key ingredients in Shea Moisture products. The fund training helps them manufacture their own high quality goods in their countries and get fair prices for good, as well as labor. The better living and support for their families make the life better for communities. Shea Moisture does not consider this a donation but an investment in the fair world. 

Political Structure 

From their giving back, Shea Moisture has extended their hand to four foundation which have formed from their company. One is a not for profit, public charity which is referred to as the Sofi Tucker Foundation. It supports inspired women who's life's works in the basis for Sundial Brands products. Sundial Brands Products is a program that creates partnership with Shea Moisture and it's employees for charitable giving and volunteer work. When an employee makes a donation for a not for profit charity of their voice, Sundial will match that donation dollar for dollar. They also support employees doing volunteer work by offering administrative leave, which allows them to service charitable organization of cause of their choice.The Sofi Tucker Foundation through donation from Sundial Brands was awarded a cash grant of $18,000 to Todee Mission in support of agriculture programs, student scholarship and teacher training.