Estee Lauder Inc. represents the corporate level, while Clinique is a business unit inside Estee Lauder Inc. and represents the business level together with other cosmetic companies that Estee Lauder consists of. Each level has a strategic plan. The Estee Lauder Inc. strategic plan gives directions to Clinique's strategic plan.
Corporate strategic plan
Mission statement- Bringing the best to everyone we touch
The vision of Estee Lauder Inc. is a achieve a respectable image and reputation in the cosmetic industry, bY concentrating on high quality cosmetics, respecting consumer rights and enviromental issues and particapating in social responsibility actions.
The main corporate growth strategies that are used are constantly developing new products and expanding globally. ( Chairman's message)
Business strategic plan
Market scope- Clinique primarily sells skin-care products for women, but has started to create products for men to. While Clinique sells products for women of all ages and all skin types, their target market are young women with oily skin problems.
Competitive advantage-Clinique has achieved competitive advantage through product differentiation. The main difference between Clinique and other cosmetic brands is that Clinique emphasizes on laboratory development, dermatologist-recommended products, and mild and hypoallergenic ingredients. This has helped Clinique created a favourable image of a brand that concentrates not only on beauty, but more on healthy and radiant skin. To save this image and reputation of a clean and heath-oriented brand, their sales representatives wear lab coats.
Corporate strategic plan
Mission statement- Bringing the best to everyone we touch
The vision of Estee Lauder Inc. is a achieve a respectable image and reputation in the cosmetic industry, bY concentrating on high quality cosmetics, respecting consumer rights and enviromental issues and particapating in social responsibility actions.
The main corporate growth strategies that are used are constantly developing new products and expanding globally. ( Chairman's message)
Business strategic plan
Market scope- Clinique primarily sells skin-care products for women, but has started to create products for men to. While Clinique sells products for women of all ages and all skin types, their target market are young women with oily skin problems.
Competitive advantage-Clinique has achieved competitive advantage through product differentiation. The main difference between Clinique and other cosmetic brands is that Clinique emphasizes on laboratory development, dermatologist-recommended products, and mild and hypoallergenic ingredients. This has helped Clinique created a favourable image of a brand that concentrates not only on beauty, but more on healthy and radiant skin. To save this image and reputation of a clean and heath-oriented brand, their sales representatives wear lab coats.
Marketing strategic plan
Clinique uses a segmented approach rather than a mass approach. Their prices are higher than most cosmetic brands, but for an upscale cosmetic brand their products are slightly lower. Their products are sold in upscale department stores in order to keep their image of a high quality brand. Clinique uses targeted advertising, their ads can be found in specific magazines and feature close-ups of individual products with no text.
references:
Bearden,Ingram, LaForge(2001)Marketing: Principles and Perspectives,3rd edition, Mcgraw-Hill/Irwin
Chairman's Message. Retrieved September 29 from http://www.prnewswire.com/cnoc/EL1tr.html
picture- Retrieved October 25 from http://www.planet-lepote/xinha/slike/obraz_in_telo/clinique.jpg
