Clinique's main pricing objective is to communicate quality and value through it's pricing strategy. Clinique's target market are customers who are not price sensitive and who pay great attention to the quality of a product. Clinique's whole advertising and pricing strategy is concentrated on created a favorable image of a high-quality cosmetic company that helps people feel and look better.
Clinique has higher prices than most cosmetic companies such as Revlon, Garnier, but has slightly lower prices than similiar cosmetic companies which has helped them gain a big market share on the high-end cosmetic market. Clinique is one of the best selling high-end cosmetic companies.
Clinique uses the prestige pricing technique, which is based on the idea that customers connect price with quality and avoid products which prices are too low. Clinique targets customers who are willing to give more money if they believe that the product will truly help them look and feel better. This is why it is important for Clinique to maintain an image of a high-quality cosmetic company. (www.clinique.com)
Clinique has higher prices than most cosmetic companies such as Revlon, Garnier, but has slightly lower prices than similiar cosmetic companies which has helped them gain a big market share on the high-end cosmetic market. Clinique is one of the best selling high-end cosmetic companies.
Clinique uses the prestige pricing technique, which is based on the idea that customers connect price with quality and avoid products which prices are too low. Clinique targets customers who are willing to give more money if they believe that the product will truly help them look and feel better. This is why it is important for Clinique to maintain an image of a high-quality cosmetic company. (www.clinique.com)
References:
Bearden, Ingram, LaForge(2001). Marketing: Principles and Perspectives, 3rd edition, McGraw-Hill/Irwin
Autor unknown, Retrieved December 30, from http://www.clinique.com/
