Beauty of Sorbet Case

THE BEAUTY OF SORBET

CASE QUESTIONS

Please upload no more than three pages and use no smaller that 10point

type. Be thorough yet succinct;

be precise. Integrate lessons

from the text and lectures.

1. What is Sorbet’s brand positioning? How would you describe the brand’s personality? How does Sorbet

communicate its positioning and personality?

(Please consult the refresher on brand positioning on the course website paying particular attention to the

instructions for writing a positioning statement. What is Sorbet’s frame of reference? What is its key claim

and is it supported?)

Sorbet is an up market chain of branded beauty salons offering get in, get out skin treatments, nail

care, and retail salon products. These salons target females between the ages of 25 and 40 who shop at

more exclusive supermarkets and drive BMWs or similar cars (Sorbet, 6). Sorbet contends that it has the

best atmosphere and overall customer experience in its industry. Also, its staff is expertly trained and

genuinely interested in pleasing customers. To backup Sorbet’s claims of industry supremacy, it has built a

culture around customer loyalty. Its driving mantra is, “we want guest loyalty… not guest satisfaction”

(Sorbet, 4). Therapists are paid largely on commission and are required to attend up to three trainings each

month without commission to maintain industryleading

skills. Sorbet’s loyalty program rewards customer

loyalty through benefits both within Sorbet and outside of the company by partnering with select retailers

such as the Clicks Group. In addition, Sorbet’s bright ice cream colors and bubble murals provide a bright,

inviting atmosphere unlike any other in the industry.

A description of Sorbet’s personality would yield the following words: sincere, competent, and

convenient. Sorbet is located in shopping centers where it is convenient for customers to come in for quick

service. Employees at Sorbet are specifically selected based on their genuine and sincere interest in

pleasing customers. Also, Sorbet employees are very competent because they are required to complete

expertlead

training as a new employee as well as continuous monthly training sessions. Sorbet

communicates its personality and brand positioning through its facility’s bright and colorful physical

evidence, genuine and friendly staff, highend

retail products, and generous customer loyalty program.

2. What role do employees play in building Sorbet’s brand equity? What did Fuhr do to make sure his

employees “lived the brand?” Alanna

Employees play a key role in building Sorbet’s brand equity as it is so well known, in large part, due

to it’s high level of customer service and quality of treatments provided by the “citizens”. The customized,