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