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MARKETING PLANMarketing Strategy Operations
CLINIQUE One of the world’s leading designers and
manufacturers of prestige skin care products.
Formed as a spin-off of the Estee Lauder Company.
Established in 1968 in New York, USA. Sold in more than 130 countries.
MARKET
Market: Skin care
Size:2011 Appr. £964m (UK) 2010 Appr. £930m (UK)Grew. 4% (UK)
Segment: Facial
The market is set to grow an impressive 31% to reach £1.3
billion by 2016.
PRODUCT DEFINITION Essential soothing care product for
sensitive, hypersensitive, allergic and irritated skin.
Soothing action for: sunburn, after anti-acne treatment, nappy rash, various forms of irritations, razor burn, after hair removal.
Cleansing for outdoor activities and Summer make-up
Available in 50ml 150ml and 300ml
ENVIRONMENT ANALYSISLocal, regional and global rulesTaxation and measures to minimise unemployment
The market environment is becoming highly competitive
A prestige product that is extensively researched, better for the consumer skin and personalized to all of types of skinCustomers can buy products online at www.clinique.com and can be delivered anywhere in more than 130 countries.
Clinique does not test on animals and it use environmental friendly materials to developed products.
Strict Health and Safety guidelines to manufacture their products.
P
E
S
T
E
L
SWOTPioneer of
dermatological cosmetics and
skin care .All the
thoroughly products are
tested.
High cost for its product
research and development.
A Brand that has credibility and worldwide
recognition
There are so many
competitors.Illegal
counterfeited products are sold in many
different markets
Strength
Threats
Opportunities
Weakness
COMPETITORSEAU THERMALE Avene : French dermo-cosmetic brand dedicated to each level of skin.
Same product: Thermal water spray with similar features.Market of skin care
La Roche-posay: French company founded in 1928 committed to produce products for the skin.
0
5
10
15
20 Price
Price
COMPETITORS Demographic
TargetMiddle class female business woman and housewifeAges between 25-50 years.
Price
Brand
TARGET
OBJECTIVES Increase 5% market share by one year Increase the length of product line Create awareness of Clinique Thermal
water in consumers by 25% by the end of December 2012
Increase Profits by 2% Provide costumer satisfaction with
lower cost while maintaining the high quality standards of the Clinique brand
MARKETING MIX
PRODUCT
• 3 different sizes• All skin typesVariety• Best quality given by the
dermatologists of Clinique Quality• Lightweight aluminum bottle,
ease-of-use sprayDesignFeature
sName
Package
• Refreshes, soothes and tones on contact
• Perfect to use during work, travel daily care
• Clinique Thermal water spray
• Environmental friendly resources• White bottle to help brand unification
PRICE
Give free samples to
loyal customer and when there's a
purchase of a product of Clinique
Promotional price strategy
with a 10% discount when consumers buy
more than 2 Clinique
Thermal water Spray
INTRODUCTION GROWTH MATURITY
Penetration pricing technique,
setting a low price to attract new costumers
PLACE Pharmacies Supermarkets
Department Stores
Clinique Stores
PROMOTION Increase public
acceptance:For six months strong advertising with bill boards, Magazines and news papers
PROMOTION Increase sales of the
product:
Clinique offers a free bag with the purchase of three products of Clinique including the Thermal Water Spray
In the decline stage of the life cycle Clinique offers a small free gift with the purchase of two Thermal Water Spray
PROMOTION Public Relation
Strong PR by creating advertising with images for public transportation and promoting a greener product Personal SellingShow in some of the Clinique stores and department stores what the product does and how it work and its advantages
PROMOTION Direct MarketingSend emails to all subscribed customers offering a web discount code for the purchase of the new Thermal Water
THANK YOU
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