SITUATION ANALYSIS
Company Profile
Clinique Laboratories, LLC. is one of the world’s leading manufacturers and
marketers of prestige skin care, makeup and fragrance products. It is an offshoot of the
Estee Lauder Company. The history of Clinique was began in 1968, when a magazine
editor Carol Philips consulted with Park Avenue dermatologist Dr. Norman Orentreich
for an article titled “Can Great Skin Be Created?”. The doctor shared the products and
procedures that he used in his own office. The article caught the attention of Estee Lauder
and Dr. Orentreich was brought onboard to help create the first dermatologist developed
skincare line.
In the middle 1970s, Clinique began selling a line of fragrance-free hair care
products. This line includes shampoos (including an anti dandruff formula), conditioners,
and fixatives. Then in 2001, Clinique reformulated and repackaged the entire hair care
line. By 2006, the hair care products began to disappear from stores, and in 2007 Clinique
confirmed in was discontinuing the hair products altogether.
Clinique was developed to capture the type of customer who is asking for a
helpful program, more than a simple fragrance and cosmetics. Because of that, all
Clinique products are allergy tested and 100% fragrance free. About the allergy tested,
Clinique does not test on animals. Clinique test its products for allergic reactions by
applying it to 600 people 12 times, with a standard of zero reactions. This guideline was
developed and controlled strictly by Clinique.
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Clinique products have been designed to all customers regardless of skin type.
Clinique, with its unique line of skin care of products, seeks to customize its approach to
skin care, to the specific individual. Chemists and dermatologists at Clinique formulated
a skin care system, which is based on a 3-Step System of cleansing, toning and
moisturizing the skin. The basic assumption behind the Clinique method is the
maintenance of hygiene and cleanliness as the foundation of caring for all skin
conditions. As a Clinique customer you will be treated as an individual. After
scientifically determining your skin type (which can be accomplished either at a
department store cosmetics counter or by careful consumer questioning via survey), you
will be presented with a customized program for treatment of your specific challenge.
The method takes into account numerous skin types, eye colors, facial and lip types, and
other attributes.
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SITUATION ANALYSIS
SWOT
Here are the SWOT (Strengths, Weaknesses, Opportunities, and Threats) of
Clinique’s company.
The strength of Clinique’s company is all its products are allergy tested and
100% fragrance free. They are also technically tested by experts and leading
dermatologist. There is no animal testing to Clinique products. Clinique is a
pioneer of dermatological cosmetics.
In other side, the weakness of this company is they must spend high cost for its
product research. It is done to achieve high quality of products and fulfill the
customer need for safety cosmetics.
Clinique is a brand that has credibility. People have already trusted Clinique as
their valuable cosmetics and sold in more than 135 countries and territories. It is
the outside opportunity of Clinique’s company that makes its products still exists
in the market.
Otherwise, there are some outside threats. There are so many competitors, such as
Kanebo and Lancome. Beside that, there is lots of counterfeiting activity to make
the imitation products. Unfortunately, these illegal counterfeited products are
widely marketed in such many places.
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SITUATION ANALYSIS
Product Characteristic
As a credible cosmetics company, we can say that Clinique is absolutely success
in providing skin care products and make up with amazing qualities and great for every
people regardless their skin types. Recently, Clinique offers a Mineral Translucent Spray
Blusher that gives you a fabulous coverage and can be applied easily to your cheeks for a
healthy, radiant and long lasting rosy glow. Unlike many other mineral make ups in the
market, Clinique Mineral Translucent Spray Blusher is made by 100% pure crushed
minerals, such as gold, magnesium, aluminum, zinc dioxides, titanium dioxides and iron
oxides; and contains no irritants, such as lanolin, parabens, methylparaben,
propylparaben, bismuth oxychloride, salycilates, alcohol, talc or any kind of
preservatives. This brand new product is also completely free of fragrance, allergy tested
and never tested on animals.
Clinique Mineral Translucent Spray Blusher is a light, natural and non shiny
blusher that is originally designed for people with any skin types (including people with
highly sensitive skin). The texture is extraordinarily soft, so it allows your skin to breathe
and will not clog the pores. It is naturally hypoallergenic, non-comedogenic, non-
acnegenic, anti-bacteria and excellent for covering any kind of imperfection without
irritating your skin. This product is water resistant and gives you feather light feel. So,
this blusher will be able to perform well while you are working out, on the move or even
when you are swimming. Beside that, a light reflection pure minerals are perfectly able to
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minimize the appearance of fine lines which means this incredible spray blusher can give
you younger looking skin without heavy cakey look that you get from traditional make
up.
Clinique Mineral Translucent Spray Blusher is an easy to apply blush on that uses
pure color pigment. The color pigment is formulated from pure rocks of the earth.
Clinique always wants to serve its customers individually. Because of that, Clinique
provides a complete range of natural shades to specifically compliment any skin tone.
The available colors are Pink Blossom, Sweet Orange, Sugar Plum, Natural Copper and
Deep Chocolate. For professional make up look, spray Clinique Mineral Translucent
Spray Blusher lightly on the cheekbones to give you a wonderful radiant look and
accentuate the shape of your face.
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SITUATION ANALYSIS
PR Consultant
INSIDE is the largest global independent public relations consultancy in
Indonesia with 118 fulltime employees. We are known for our ability in building image
for the world’s leading companies and brands. As a professional PR consultant, we
provide a complete range of public relations service, such as crisis communications
counseling; preparation and implementation; writing and editing materials including
press releases; and also a special event planning including press conferences, grand
openings and product launching. We always believe that a good communication needs an
effective media channel. Because of that, Inside has built a good relation with the media
in order to maximize media coverage for our client.
Inside Public Relations Consultant was first set up in November 2002 in Jakarta.
This PR Consultant company is named “INSIDE” committed to our main purpose to care
for the deepest part of customer needs & to dedicate our thorough service so customer
satisfaction is able to be built up comprehensively. This name can also be our guide to
keep our best and kind service to customers at all times. This Inside Public Relations
Consultant has got a motto itself: “Your satisfaction is our proud”, that states we always
keep on trying to provide our courteous and honorable service to satisfy our customers in
any time, because customer satisfaction is our main concentration in process of executing
our daily activities as a Public Relations Consultant indeed.
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Inside Public Relations Consultant has already formulated its vision, mission, and
value. The vision is “customer satisfaction”. The mission consists of two points: by
always listening to customer needs and wants, and by always serving customers with our
heart and kindness. And the last, the value consists of some significant points, i.e.
honesty, loyalty, hard-working, self-confidence, and politeness. Based on those described
vision, mission, and value, our firm is always looking after all ongoing activities to make
sure all are done satisfactorily according to our vision, mission, and value in achieving
such a bright future of Inside PR Consultant. So, with the three vision, mission, and value
as our guide, we are then able to provide a trusted control which allocated to all
operational activities every time to make sure they are executed well.
Inside Public Relations Consultant also has some valuable experiences. Here are
our experiences in event organizing:
Working with Unilever beauty brand “Dove” in “Real Beauty” campaign,
Helping Coca Cola Company in launching Coca Cola Zero to Indonesian
media,
Creating Public Relations Program for Sunsilk repositioning,
Helping Kanebo in launching its new product named “Testimo”, and
Handling crisis management and crisis communication for HIT.
Inside Public Relations Consultant is expected to be the number one of PR
Consultants, because of that we are always trying to develop and increase our service and
definitely, its quality.
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OBJECTIVE
To create awareness of Clinique Mineral Translucent Spray Blusher in
consumers, community and opinion leaders by 25% by the end of March 2009.
PUBLIC
Public who will be invited to the product launching event are segmented into:
Demographic
Sex : female
Age : 22-35 years
Social grade : A-B
Education : college or university
Occupation : business woman and housewife
Marital status : single or married
Geodemographic
Business women or housewives who live in Jakarta.
Family lifecycle : newlyweds, bachelor, married
Lifestyle : active, love shopping, trendsetter, fashionable and stylish,
concern with skincare and skin health.
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MEDIA
In promoting Clinique Mineral Translucent Spray Blusher, we use newspaper and
magazine. Newspaper and magazine are considered as the most effective medias in
promoting this product.
Newspaper (Kompas)
Sex : male and female
Age : 25-35 years
Marital Status : single and married
Occupation : business man and business woman
Social Grade : A-B
Address:
Jl. Palmerah Selatan 26-28
Jakarta 10270
Tel: 021- 534 7710, 534 7720, 534 7730
Fax: 021- 530 2200
Contact Person : Lukas Widjaja
Website : www.kompas.com
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Magazines (Cosmopolitan)
Readers
Cosmopolitan readers are the vibrant young women of today, with a lot of dreams,
ambitions, and aspirations.
Sex : female
Age : 18-34 years
Marital Status : single and married
Occupation : Working & non working
Social Grade : A B to broad C+
Address:
PT. Higina Alhadin (Cosmopolitan)
Wisma Chita Kirana
Jl. Lombok No 73
Menteng, Jakarta Pusat
Tel : 021-3152683
Fax : 021-3910892
Contact Person : Indira Wirjanto
Line of Business : Majalah
Website : www.cosmopolitan.co.id
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Radio (90.4 Cosmopolitan FM)
Listeners’ Psychographic
The listeners of 90.4 Cosmopolitan FM are women who have cosmopolitan life style,
modern personalities which are: open-minded, expressive, always be responsible, women
with loads of dreams, inspirations and ambitions. They seek the excitement, happiness,
and inspiration that will enhance her lifestyle and the relationships she enjoys.
Sex : female
Age : 28-38 years
Marital Status : single and married
Occupation : working and non-working
Social Grade : A-B
Address:
Sarinah Building, 8th Floor
JL. MH Thamrin Kav 11
Jakarta 10350
Tel : 021-3146546
Fax : 021-3146558
Contact Person : Andri R. Martasoebrata dan Rahmat Supriatno
Line of Business : Radio
Website : www.cosmopolitanfm.com
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Television (O’Channel)
Audiences’ Psychographic
Open-minded, sociable, pleasure-seeking, self-confident, decision maker, young at heart,
high profile, dynamic, full of energy, talented, dreamer, pragmatic, experimenter,
expressive, trend-setter.
Sex : male and female
Age : 21-49 years
Marital Status : single and married
Occupation : students, also working and non-working
Social Grade : A-B
Address:
SCTV Tower
Senayan City, 17th floor
Jl. Asia Afrika lot 19
Jakarta 10270
Indonesia
Tel : 021-727 82200 (hunting)
Fax : 021-727 82201 (hunting), 021-727 82244 (direct marketing), and
021-727 82144 (direct production)
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Contact Person : Bpk. Rahmat dan Bpk. Praba
Line of Business : Television
Website : www.ochanneltv.com
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BUDGET
Here is detail of the budget of product launching event:
Venue
Balai Samudra
Jl. Boulevard Barat no. 1 Kelapa Gading – Jakarta Utara
Tel: (021) 4585 1721, (021) 4585 1724, (021) 4585 1725
Fax: (021) 4585 1722, E-mail: [email protected]
Rates : Rp.24.750.000 (weekend, for 4 hours)
Capacity : 3000 people
Wide area : 2.268 m2
Facilities :
Sound system
AC
Stage (8 x 24m)
Electrical using for 10.000 watt
Buffet decoration
2 set reception table
2 rooms for preparation
Mineral water and soft drink
Free parking for committee (50 cars)
Parking area for 1000 cars with car call facility
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Food and Beverages
Set up rates for sitting : Rp.250.000/ table (1 rounded table, 10 seat,
tablecloth, skirting, cover chair, and centerpiece)
For 600 guests : Rp.15.000.000
Buffet : Rp.200.0000
For 600 guests : Rp.120.000.000
Beverages : Rp.120.000 (free flow of juices, beer, and wine)
For 600 guests : Rp.72.000.000
Decoration and lighting : Rp.35.000.000
Sound system : Rp.15.000.000
Entertainer (Glenn Fredly) : Rp.100.000.000
MC (Andhara Early) : Rp.15.000.000
Invitation
For 350 invitations : Rp.8.750.000
Press Kit
For 100 press people : Rp.5.000.000
Goody Bag
For 600 guests : Rp.30.000.000
TOTAL : Rp.420.750.000
Unexpected cost : Rp.42.075.000
GRAND TOTAL : Rp.462.825.000
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PROGRAM INFORMATION
We will be held an event in order to launch this brand new product, Clinique
Mineral Translucent Spray Blusher. Here is the detail information about the event:
Title : Mineralique
Place : Balai Samudra
Jl. Boulevard Barat no. 1 Kelapa Gading
Jakarta Utara
Date : Saturday, 2 August 2008
Time : 17.30 till drop
This product launching event is held to create awareness about the brand new
product of Clinique and also to attract people’s attention for this new kind of blusher in
Indonesia. This event will give some explanation to the public in reference to benefits of
Clinique Mineral Translucent Spray Blusher.
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PROGRAM RUNDOWN
Time
17.30-19.00
18.00-20.00
20.00-20.10
20.10-20.25
20.25-20.40
20.40-21.10
21.10-21.30
21.30-22.10
22.10-22.20
22.20-22.30
Event
Registration
Sitting Buffet Dinner
Opening by MC
Foreword from the Managing Director
of Clinique
Foreword from the Product Director of
Clinique
Product explanation
Product demonstration
Product touching
Door prize
Closing
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PRESS RELEASE
NEWS FROM CLINIQUE
PRESS RELEASE
CLINIQUE WILL LAUNCH “MINERAL TRANSLUCENT SPRAY BLUSHER”
Clinique Mineral Translucent Spray Blusher Available in 5 colors
Clinique Laboratories, LLC., a famous hypoallergenic cosmetics
manufacturer, will launch its brand new product named “CLINIQUE MINERAL
TRANSLUCENT SPRAY BLUSHER”, a new kind of blusher. In order to promote
this new product, Clinique will hold a product launching event at Balai Samudra,
Jakarta, to create people awareness about this brand new product. The event that will
be held on 2 August 2008 is expected to attract a lot of people especially business
woman and active housewives.
Christian Martin, the President Director of Clinique said “We are so proud to
launch this new product as the first concise blusher in the market”. He also adds “I
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expect this new kind of blusher will be able to fulfill market need, especially for
active woman who loves simplicity”.
Clinique Mineral Translucent Spray Blusher is a luminous free of fragrance
blush on that gives radiant look with its glowing rosy blush. This brand new product
is made by 100% pure crushed minerals, such as gold, magnesium, aluminum, zinc
dioxides, titanium dioxides and iron oxide. It contains no irritants, such as lanolin,
parabens, methylparaben, propylparaben, bismuth oxychloride, salycilates, alcohol
talc or any kind of preservatives. This product also water resistant and excellent for
covering any kind of imperfection. Clinique Mineral Translucent Spray blusher is
available in 5 colors, so it will fit with any types of skin tone. The available colors are
pink blossom, sweet orange, sugar plum, natural copper, and deep chocolate. Clinique
Mineral Translucent Spray Blusher is made for active people who need instant make
up for simplicity. It uses sprayer in order to make consumer make up activity is easier.
Clinique is one of world’s leading manufacturers and marketers of prestige
skin care, make up and fragrance products. It is an offshoot of the Estee Lauder
company and was first launched in 1968. This company’s activities are
manufacturing, packaging and distributing compact powder, lipstick, blush on,
foundation, and also skin care product that are all allergy tested and 100% fragrance
free. Clinique is a mega brand and a market leader across the country.
ENDS
Thomas B, Press Officer
Clinique Laboratories, LLC.
01749 376 564
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For further information on Clinique products, please contact:
William
Customer Service Manager Tel: (021) 588 7345
Intiland Tower Fax: (021) 588 7346
Jl. Jendral Sudirman kav.25
Jakarta Date: 17 June 2008
12440 Ref: Clinique 019/ TB
Indonesia
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PRESS KIT
There will be 100 packets of press kit that will be provided to the press people
who will come to the product launching event. The press kit will be including:
Pen
Exclusive notebook
Clinique’s Magazines, which are content the company profile of Clinique,
annual report, products knowledge, branches of Clinique store in Indonesia,
and contact detail.
GOODY BAG
We will also provide 600 packets of goody bag for 600 guests. The goody bag
will be including:
Pen
Exclusive notebook
Mug
Watch key chain
Cosmetic purse
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Attachment 1
Place with decoration
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Sketch of the place
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Attachment 2
Logo of Clinique
Photo of product
Clinique Mineral Translucent Spray Blusher
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Goody Bag
Watch Key Chain
Cosmetic Purse Mug
Pen
Exclusive Notebook
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