Today in order for a company to be successful at must understand the changes in the consumer market and adapt to those changes. Not only that, companies have to understand consumers, their attitudes towards products and what motivates them to buy a certain product.
Clinique takes great importance in understanding it's consumers and knows that effective consumer-orientad marketing is a key factor for success in the highly competitive cosmetic industry.
Changes in the consumer market
I already mentioned that today's population is becoming older and that demand for anti-wrinkle cream is increasing. For instance, the baby-boom generation today represent a big percentage of the American population, but also represent a potential market for Clinique's anti-age treatment.
Another important trend is that consumers are more aware of enviromental issues and will probably favor a company that takes environmental issued into consideration. All of the companies in the Estee Lauder Inc. group have environmental programs such as pollution prevention, waste minimization and recycling practices. ( Environmental and Safety Policy)
references:
Bearden, Ingram, LaForge(2001). Marketing: Principles and Perspectives, 3rd edition, McGraw-Hill/Irwin
Author Unknown, Environmental and Safety Policy. Retrieved 23, October from http://www.elcompanies.com/citizenship/environmental_health_safety.asp
Clinique takes great importance in understanding it's consumers and knows that effective consumer-orientad marketing is a key factor for success in the highly competitive cosmetic industry.
Changes in the consumer market
I already mentioned that today's population is becoming older and that demand for anti-wrinkle cream is increasing. For instance, the baby-boom generation today represent a big percentage of the American population, but also represent a potential market for Clinique's anti-age treatment.
Another important trend is that consumers are more aware of enviromental issues and will probably favor a company that takes environmental issued into consideration. All of the companies in the Estee Lauder Inc. group have environmental programs such as pollution prevention, waste minimization and recycling practices. ( Environmental and Safety Policy)
references:
Bearden, Ingram, LaForge(2001). Marketing: Principles and Perspectives, 3rd edition, McGraw-Hill/Irwin
Author Unknown, Environmental and Safety Policy. Retrieved 23, October from http://www.elcompanies.com/citizenship/environmental_health_safety.asp
