Market segmentation Clinique focuses on individual needs, skin types and age, and then segments the market accordings to those factors. Clinique has a wide range of products for all skin types, from dry to acne-prone oily skin, and from young skin care to anti-aging cream. Clinique also segments the market according to gender. For a long time Clinique had products only for women, but now offers a range of cosmetics for men. Men around the world have responded well to their new product line.
Clinique uses a differentiated segmentation strategy. Their products are advertised differently to different segments, mainly in different magazines for different segments.
Target market and positioning
Clinique primarily targets young women, but a lot of older women use Clinique's products due to customer loyalty that has been established thanks to Clinique's high quality.( Reviving Estee Lauder, the beauty queen, 2005)
Clinique has positioned itself as one of the most attractive cosmetic brands for young women, due to it's emphasis on technology, dermatologist recommendations, and slightly lower prices than other high-end brands.
references:
Bearden, Ingram, LaForge(2001), Marketing:Principles and Perspectives,3rd edition, McGraw-Hill/Irwin
Helen Tai, Ping Su, Ya Xu, Yingxuan Li ( May,2005), Reviving Estee Lauder, the beauty queen.
Retrieved October 23, from http://www.hss.caltech.edu/~mcafee/Classes/BEM106/Papers/2005/EsteeLauder.pdf
picture-Retrieved October 23 from http://www.answers.com/.../150px_CliniqueMens.jpg
