Monday, June 17, 2019

A Comparison Of Clinique Marketing Strategy Case Study

A Comparison Of Clinique Marketing Strategy - Case Study ExampleThese three items were said to be the only products necessary for hefty skin. The parent company, Este Lauder, had already established itself as an icon in beauty and fragrance (Xenias), and over the years Clinique developed a positive brand ensure as well. In addition to the simplicity of their image, the companys Web invest was equally simple-illustrations of products with very little or no text. But with businesses expansion taking home plate in order to reach global foodstuffs, the simplicity of Cliniques merchandise strategy might not have the same effect in countries other than UK and USA. innovation of StudyChina is the market of the future, and successful companies expanding their bases throughout the world see China as a necessary market. What are the differences in the way Clinique reaches internal guests and customers in other cultures Will the 1-2-3 plan work in China What barriers must be faced Two recent articles included Clinique in a list of cosmetic companies accused of using harmful chemicals in their products in China (China Monitoring 2006 Overseas Companies 2006). At present the international Clinique Web site doesnt seem to offer a simple doorway into other countries, at least for researchers. Clinique does, as a way to reach Chinese customers, discuss a product called Clinique Derma White which focuses on Asian markets. Derma White is an update on Cliniques Active White line, developed by Korean dermatologists to voice communication pigmentation in the skin. Derma White uses blackout yeast to break up pigment into smaller fragments and exfoliants help remove them from the skin (Clinique 2006). The Asian culture considers whiten skin to be beautiful, while Western countries and cultures seem to prefer tanning products. The emphasis on darker skin... The importance is in drawing customers to a specific site. With Clinique, marketing strengths include introducing new, innovative products directed at specific customers and the use of language in the product names which immediately describe their attributes, i.e. Superdefense Triple Action Moisturiser and Lifting formulation Serum as well as Dramatically Different Moisturising Lotion, a standard of the company since its inception. A weakness, however, could be the companys apparent belief in a customer knowing who they are, what they do and how they do it. They are taking for granted that their products will sell themselves. Clinique has not even begun to tap the opportunities to sell their products through the Internet. more of the research information on skin care is filtered through the Este Lauder advertising and press releases. It is also important for them to be aware of damaging commentary online which might affect their market share if they dont meet the challenge of offsetting negativity. At present one of the major efforts by Clinique is to increase the male customer base, and much of their advertising focus on that market. In the meantime, the female market might be discouraged when trying to get information on the products they want, particularly in China, where women are not considered worth cultivating but are beginning to see themselves in a more attractive light. Another important market for Clinique is the aging population looking for anti-ageing products such as Stop Signs said to make time stand still.

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