1.Introduction:

ThefirstpartisaboutthecompanyofTHEESTEELAUDER.Itisoneoftheleadersfortheindustryofskincareproduct.Themostfamousproductforbrandisthecreamofanti-senile.Exceptit,italsoownmanyotherfamousbrands.SuchasClinque、LaMer、LABSERIES、Originsetc.

Then,isaboutthecompany'sbackground.Themottoforthecompanyis“bringingthebesttoeveryonewetouch”.Whenthecompanysatupatthebegining,itownagroupofdedicatedfans.MrsLauderwasalsoputallofherenergiestodevelopcompany.Itisquiteclearthatsheachieveabigsuccess.TheproductofYouthDewmadethisbrandmoreandmorepopular.

2.Targetmarket

EsteeLaudercosmetics,high-incometargetmarketismainlyfemaleconsumers.Ageprobablybetween25to50yearsold.Suchashigher-incomewhite-collarwomenandfashionnewwomen.EsteeLauderchosethistargetmarketisbasedonthefollowingconsiderations:Firstofall,thebeautyandthepursuitofyoungfemalepsychologymakesthemloveandlongingforcosmeticsisfarmorethanmen.Choosewomenascosmetictargetcustomersiswise.

Secondly,womenshowedmenintheworkplacecomparedtothedifferenceinshrinking.Theproportionofhigh-payingwhite-collarwomenisrising.Morethan5,000yuanmonthlysalaryofwhite-collarwomenareaminority.Strongspendingpowerofthesepeople.

Finally,the20to30year-oldwomenontheirownhighestattentiontoappearance,self-awarenessandself-esteem.Morelovecomparisons.Orisinloveperiod.Astrongdesiretobuycosmetics.Andhavesomepurchasingpower.31to50yearsoldwomenaremadecertainachievementsintheircareers.Andtheirdesiretostayyoungisalsostronger.Theywanttohaveayouthfulbeauty.Tendtobuyhigh-qualityhigh-endcosmetics.However,EsteeLauderwillbetheirbestchoice.

EsteeLauderbrandfromthedateofbirthonthepositioninginthe"gorgeous,noble,elegant."Itisbyvirtueofthehigh-endandluxurycosmeticsmarkettopofthepyramidstick.Alwaysadhereto"thebestfeelingtoeveryonewithourcontact."Itisworthyofhigh-endcosmetics.Noble,professionalandpersonalizedEsteeLauder'smostdistinctiveimage.

3.Promotionalactivities

WithL'OREALlaunchedapricereductionpromotionstrategy,EsteeLauderlearneditsexperienceforlow-incomeconsumersoflow-costproductstrategy.Accordingtothepersoninchargesaid,EsteeLauderdecidedtolaunchmoreaffordableproductsintheholiday.AndEsteeLaudercosmeticsarethemaintargetconsumerishigherincomewhite-collarwomenandthepursuitoffashionofthenewwomen,whichislocatedin"gorgeous,nobleandelegant".Andforthosehigh-incomeconsumersisthroughthesampleapplication,DMormediapublicity,promotionalinvitation,customerexperiencemarketing.Thisaccordingtolowincomeconsumerssetofvarioustypesofsalespromotionhavegoodresponse.

4.Retailingmix

(1)channelofdistribution

EsteeLaudergroupisworkingtodevelop"allchannels"retailstrategy.Selltheirproductsprimarilythroughthelimitedchannels;thiswasdoneinordertoobtaineffectscommensuratewiththeimageofitsproducts.Thesedistributionchannelsincludeluxurydepartmentstores,boutiques,upmarketperfumestoresandpharmacies,andsecondly,alsoincludeproprietaryshopsandstoresinthesupplyCabinet,cruiseships,airplanesandairportsandduty-freeshopsinthecity.TakeJaneandAvedabrand,thecompanyaddedtwonewpointsofsalechannels,namelyselectedretailstoresandprofessionalbeautysalon.InNovember1998,thecompanyalsobegantoselltheirproductsonline.InApril,thecompanyannouncedmergerwebsite,includingthecomprehensivenetworkstrategy.Lauderhopesthroughe-businesstostrengthenitsgloballeadershippositioninhigh-endbeautyproductsindustry.

(2)PLACESTRATEGY:

EsteeLaudercountersaremostlylocatedinthemiddleorhighershoppingmalls.Becausethetrafficislargeandconsumptionishigh.Shoppingintheshoppingmallmakespeoplemoretrustworthybuy.ForexampleChinesewomenbuyskincareandcosmeticsliketogotoshoppingcenters.Becausetheybelieveshoppingcenters.Generallyinthemiddlegradeshoppingmallswherepeoplecanaffordtobuyormaintenanceoftheproduct.

(3)pricestrategies

ThispartisaboutthepricestrategiesofTHEESTEELAUDER.Firstofall,toimprovethemarketshare,thecompanysellproductsasasettoappealmorecustomerstobuyit.Becausemostofcoumsersthinkthatitismoresalerthantheoriginalproducts.Theyjustneedtopayhalfthepricetoenjoythepackageofproducts.Ontheotherhand,italsousetheprofitmaximizationtoadditsmarketshare.Soitspricesarehigherthancommonbrand.

5.Marketingobjective

ESTEELAUDER’smainproductsincludeskincarecosmeticsandperfume.

MarketSegments

Consumergender:woman

Consumerincome:medium、wealthy

Femaleage:(1)20~30ages’consumers.Theseconsumerslikecosmetics.Theirskiniseasilyageingafteralongmake-up.SoEsteeLauder’sANR(AdvancedNightRepair)seriesisaverygoodchoice.ANRseriesincludeEyecream、EyeintensiveessenceexposedandMuscleessenceexposure.Theywanttobuycosmetics,becausetheylikebeautiful.SoEsteeLauder’sLipstickLiquidfoundation.Powderareagoodchoice.It’sremoverproductsalsoagreatchoice.

(2)31~50ages’consumers.Theseconsumersmostlyhavemarried,Beautymake-upbecomesapartofeverydaylife.Theirconsumptionideastendtobestable,impulsiveconsumptionisless.Theyhavedevelopedtoloyalcustomers.Theyhopetolookyoung,sotheypayattentiontobuyhighgrade、high-effectandhavecertaindrugfunction’sskincare.

6.SWOTanalysis

(1)Threats

Bothequal,inthehigh-endproductpositioning,markettohaveacleardivisionofresponsibilities,inaddition,itbelongstoJapanesecompanies,aremoresuitableforAsianskin,comparisonisbelongstothepeoplemoreacceptableproducts.

P&G'sproductpositioningtolow-endcustomers,althoughsaleshavedroppedinrecentyearsthetrend,buttheproductbenefits,formostconsumers.

Unilever'slow-endproductpositioningbelongtohighschoollevel