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LA MER By Group 5 Class 1

Contents

Target market

Product

Price

Place

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Promotion

La Mer joined the Estée Lauder Companies' family of

brands in 1995. Sold in more than 50 countries and t

erritories, La Mer represents supreme luxury and tra

nsformative, high-performance skincare.

History Crème de la Mer, one of the most innovative and soug

ht-after moisturizers, was conceived by Dr. Max Huber,

an aerospace physicist, after he suffered a laboratory

accident that severely burned his face. Formulated wit

h sea kelp and a pioneering bio-fermentation process,

the Crème miraculously transformed the appearance o

f Dr. Huber's skin. Since then, it has evolved into what

can only be described as a legend.

Today La Mer offers a complete range of facial skin care and body products—all harnessing the remarkable benefits of the sea.

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Target market

Target

marketwomen between 20 to 50 with high salary.

Reasons:1 、 Women enjoy cosmetics much more than men as they pursue beauty and youth.2 、 The gap in job field between men and women narrowed, and as a result, the number of white-collar female with high salary is rising these years. High-income customers appeal to high quality products and think less about the price.3 、 women between 20 and 30 pay more attention to their appearance and have a high self-esteem. Most women between 31 and 50 have attained success in their career and they are eager to keep young and eager to buy products which can meet their needs or show off their social status, even the cost is higher than its real value.

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Product

Product: well designing & high quality

La Mer has variioys functions, from all kind

s of skin caring to body products, which m

akes it possible to meet various demands f

rom customers. Apart from that, La Mer is

one of the world's top skin care products,

whose qualities are thought highly of by its

loyal customers, and thus, the enterprise a

lso has maintained a good brand image.

Product: well designing & high quality

1、 The Creme The Moisturizing Soft CrèmeThe Moisturizing Gel CreamThe Moisturizing Soft CrèmeThe Moisturizing LotionThe Oil Absorbing Lotion2、 The CleansersThe Cleansing OilThe Cleansing LotionThe Cleansing GelThe Cleansing Foam3、 Facial careEye Concentrate TreatmentThe Radiant SerumThe Lifting Intensifier The Hydrating InfusionThe Refining Facial

Product: well designing & high quality

4、Whitening seriesThe Cleansing FoamThe Whitening LotionBlanc De La Mer InfusionWhitening Essence IntenseThe SPF30 PA++5、 Body CareThe Reparative Body LotionBCA Hand TreatmentThe Body RefinerThe Body CrèmeThe Hand Treatment6、 Foundation make-up seriesThe Treatment Powder Foundation SPF15The Treatment Fluid Foundation SPF 15The PowderThe Powder BrushThe Foundation Brush

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Price

During the process of inventions and product, La Mer adopt new technology constantly. The enterprise invests heavily in order to produce the best quality products, and thus, the price is really high. For example, a bottle within 15ml Eye Concentrate Treatment can be sold for ￥ 2000.

Price: high price

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Place

Place: through websites and stores

As we all know, La Mer belong to the enterprise, Estee Lauder. Based on the fact that the enterprise expand its market home and abroad, it sells products mainly through the limited sales channels, which aims to obtain consistent results in accord with the product image. These channels include department stores, boutiques, upscale shops, pharmacies and professional hairdressing salon, and proprietary stores and spas, boats, airplanes and airports and duty free shops, online stores in cities.

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Promotion

Promotion: advertising

La Mer’s development in China owns to advertisement. The advertising are mainly published on fashion magazines at the beginning ,for the reason that magazines can better reflect the image of a product which may attracts customers’ attention. Then it began to advertise by TV. With sound, image and color, many female customers are tempted by its beauty. It became a sufficient way to improve its popularity, increase public’s good will and promote sales.La Mer’s prefer to appoint the model as a spokesperson in advertising making a good use of star effect.