A Comparison Of Clinique Marketing Strategy Case Study

A Comparison Of Clinique Marketing Strategy - Case Study ExampleThese three items were said to be the however products necessary for healthy skin. The parent company, Este Lauder, had already established itself as an icon in beauty and fragrancy (Xenias), and over the years Clinique developed a positive brand image as well up. In adjunct to the simplicity of their image, the companys Web site was equally simple-illustrations of products with very little or no text. But with businesses elaboration taking place in order to reach global commercialises, the simplicity of Cliniques marketing strategy might not have the same effect in countries other than UK and USA. Purpose of StudyChina is the market of the future, and successful companies expanding their bases throughout the world shoot the breeze China as a necessary market. What are the differences in the way Clinique reaches domestic customers and customers in other cultures Will the 1-2-3 plan work in China What barriers mus t be faced Two recent articles included Clinique in a list of cosmetic companies incriminate of using harmful chemicals in their products in China (China Monitoring 2006 Overseas Companies 2006). At present the foreign Clinique Web site doesnt seem to offer a simple doorway into other countries, at to the lowest degree for researchers. Clinique does, as a way to reach Chinese customers, discuss a product called Clinique Derma clear which focalisees on Asian markets. Derma White is an update on Cliniques Active White line, developed by Korean dermatologists to address rougeation 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 white skin to be beautiful, succession 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 strength s 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 Face Serum as well as Dramatically Different Moisturising Lotion, a standard of the company since its inception. A weakness, however, could be the companys apparent tactual sensation in a customer knowing who they are, what they do and how they do it. They are taking for granted that their products leave alone sell themselves. Clinique has not even begun to tap the opportunities to sell their products through the Internet. Much of the research randomness on skin care is filtered through the Este Lauder advertising and press releases. It is also important for them to be aware of negative 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, especially 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 spirit for anti-ageing products such as Stop Signs said to make time stand still.