Clinique was one of the first cosmetic companies to launch a website in 1996, and the first cosmetic company to offer online shopping at their website http://www.clinique.com/ in 1998. Their website offers a convenient and simple way to purchase their wide range of products, including skincare products, make-up and fragrances.
Clinique online shopping was created as a response to the growing number of women using the Internet. Clinique predicted that the number of women using the Internet and shopping online would increase in the following years which is why they quickly reacted to this new trend and created an online store. The Clinique online store offers not only a fast and easy way to buy products, but also offers other services with the goal to build and maintain relationshilps with customers. These special services include personalized information for every customer and personalized product recommendations. The website sends e-mails to customers regularly about about new products and about sales promotions. Another interesting fact about Clinique's online store is that the site remembers registered users' skin types and color preferences every time they visit the online store.(http://www.findarticles.com/)
References:
Bearden, Ingram, LaForge(2001). Marketing: Principles and Perspectives, 3rd edition, McGraw-Hill/Irwin
Author Unknown, Clinique's web site puts a new face on beauty retailing. Retrieved January 2, from http://findarticles.com/
četvrtak, 3. siječnja 2008.
srijeda, 2. siječnja 2008.
13. PERSONAL SELLING AND SALES MANAGEMENT
Clinique pays a lot of attention to personal selling. Not only is personal selling an important advertising technique for Clinique, but it also helps create a positive image and brand loyalty.
Clinique's salespeople as I mentioned, are specially trained to understand and recognize customer's skin types and to give them skin-care advice by recomending certain Clinique products that suit them the best. This has a specific and positive affect on customers because they feel that Clinique cares about helping them by having an individual approach to every customers needs.
The employees that sell Clinique's products to customers are called Clinique Consultants. They are service oriented and have good communication skills. They are recognizable because they wear Clinique's specific white lab coats.
Education Managers are also Clinique's employees and their job is to provide Consultants knowledge about products and how to present their products to customers. Education Managers teach Consultants service and selling skills that are necessary to meet Clinique's standards.( www.clinique.com)
Clinique's salespeople as I mentioned, are specially trained to understand and recognize customer's skin types and to give them skin-care advice by recomending certain Clinique products that suit them the best. This has a specific and positive affect on customers because they feel that Clinique cares about helping them by having an individual approach to every customers needs.
The employees that sell Clinique's products to customers are called Clinique Consultants. They are service oriented and have good communication skills. They are recognizable because they wear Clinique's specific white lab coats.
Education Managers are also Clinique's employees and their job is to provide Consultants knowledge about products and how to present their products to customers. Education Managers teach Consultants service and selling skills that are necessary to meet Clinique's standards.( www.clinique.com)
References:
Bearden, Ingram, LaForge(2001). Marketing: Principles and Perspectives, 3rd edition, McGraw-Hill/Irwin
Author Unknown, Employment, Retreived January 2, from http://www.clinique.com/customerservice/employment.tmpl
picture- http://www.mycedarchest.com/
12. CONSUMER SALES PROMOTION
Clinique uses different sales promotion techniques in order to increase public acceptance and interest in their products. Clinique's most frequently used sales promotion techniques are contests and sweepStakes, and premiums.
One example of a sweepStake took place recently, when people could take a survey on Clinique's website to see if they qualified for Clinique's Beauty Bootcamp. Contestants that qualified automatically received Clinique's new Acne Solution Clear Skin System and then were entered in a competition to win a Total Celeb Makeover or an Apple MacBook.
An example of the sales promotion technique premiums is Clinique Bonus Time. In certain periods of the year Clinique offers certain gifts to customers with every purchase. This technique works very well, is very popular and stimulates sales, but also attracts new customers.(http://www.clinique.com/)
Clinique uses other techniques also, such as coupons, samples etc., with the goal to increase sales, and attract new customers.
One example of a sweepStake took place recently, when people could take a survey on Clinique's website to see if they qualified for Clinique's Beauty Bootcamp. Contestants that qualified automatically received Clinique's new Acne Solution Clear Skin System and then were entered in a competition to win a Total Celeb Makeover or an Apple MacBook.
An example of the sales promotion technique premiums is Clinique Bonus Time. In certain periods of the year Clinique offers certain gifts to customers with every purchase. This technique works very well, is very popular and stimulates sales, but also attracts new customers.(http://www.clinique.com/)
Clinique uses other techniques also, such as coupons, samples etc., with the goal to increase sales, and attract new customers.
References:
Bearden, Ingram, LaForge(2001). Marketing:Principles and Perspectives, 3rd edition, McGraw-Hill/Irwin
Author Unknown, Bonus Time. Retrieved December 30, from http://www,clinique.com/
Picture- Retrieved January 2, from http://images.mallfinder.com/
nedjelja, 30. prosinca 2007.
11. ADVERTISING AND PUBLIC RELATIONS
Clinique's advertising strategy consists of targeted advertising and personal selling. 90% of Clinique's budget for advertising is used for magazine and newspaper advertisements. These ads are found in magazines, like Elle, Cosmopolitan, that are read by their target market, women that care about quality and health. Their ads are connected with the image they want to create. Close-ups of their products are presented on a white background and it that way emphasizes the product and it's design. The design and packaging hasn't changed in a long time, but now Clinique is starting to redesign the packaging. The goal of their advertising is to create an image of cleanliness, technology and quality. They also want to achieve an image of a sophisticated brand that sophisticated and health awared women use.
Personal selling is an important element of Clinique's advertising strategy. Clinique's salespeople wearing lab coats help customers find a product that suits their skin type best. The salespeople have to thoroughly understand Clinique's products and have good communication skills in order to successfully sell their products.
Until recently Clinique has targeted women from ages 25 and above, but now has recognized a new potentially profitable segment- teenage girls. Ofcourse, reaching teenage girls requires a different advertising strategy which Clinique is successfully implementing by putting ads in teen magazines and advertising on MTV.(www.iht.com)
Personal selling is an important element of Clinique's advertising strategy. Clinique's salespeople wearing lab coats help customers find a product that suits their skin type best. The salespeople have to thoroughly understand Clinique's products and have good communication skills in order to successfully sell their products.
Until recently Clinique has targeted women from ages 25 and above, but now has recognized a new potentially profitable segment- teenage girls. Ofcourse, reaching teenage girls requires a different advertising strategy which Clinique is successfully implementing by putting ads in teen magazines and advertising on MTV.(www.iht.com)
References:
Bearden, Ingram, LaForge(2001). Marketing: Principles and Perspectives, 3rd edition, McGraw-Hill/Irwin
Claudia H. Deutsch, Even in skin-care advertising, youth prevails over age, Retrieved December 30, from http://www.iht.com/
Picture- Retrieved January 3, from http://atreauombligo.blogspot.com/
10. MARKETING CHANNELS
Since Clinique is a high-end cosmetic company, they must use marketing channels that enhance that image. Clinique uses a selective distribution approach and it means that it has selected a few retail outlets in a specific area to sell Clinique's products. Cosmetic brands like Clinique are sold in certain up-scale stores, like Sephora and Limoni, and from the company's website. In department stores, Clinique is sold in leased departments,which are sections in stores which the owner rents to someone else.
A new trend that has recently appeared is that high-end cosmetic companies are starting to diversify their marketing channels by selling their products to mass retailers and down-scale outlets, which they have until recently avoided. Companies from Estee Lauder Inc. such as Clinique and Aramis have started using this new distribution strategy. By being sold in mass retail, prestige cosmetic products are starting to take market share from mass brands at mass retailers. Not only that, but by using this new strategy, cosmetic companies are lowering the risk that occures when they have only one route to market. (http://www.cosmeticdesign-europe.com/)
Estee Lauder Inc., including Clinique believe that flexibility in distribution channels helps improve sales and profits.
A new trend that has recently appeared is that high-end cosmetic companies are starting to diversify their marketing channels by selling their products to mass retailers and down-scale outlets, which they have until recently avoided. Companies from Estee Lauder Inc. such as Clinique and Aramis have started using this new distribution strategy. By being sold in mass retail, prestige cosmetic products are starting to take market share from mass brands at mass retailers. Not only that, but by using this new strategy, cosmetic companies are lowering the risk that occures when they have only one route to market. (http://www.cosmeticdesign-europe.com/)
Estee Lauder Inc., including Clinique believe that flexibility in distribution channels helps improve sales and profits.
References:
Bearden, Ingram, LaForge(2001)- Marketing:Principles and Perspectives, 3rd edition, McGraw-Hill/Irwin
Author Unknown, High-end cosmetics take a down market route, Retrieved December 30, from http://www.cosmeticdesign-europe.com
9. PRICE DETERMINATION AND PRICING STRATEGIES
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/
8. PRODUCT DEVELOPMENT
Because Clinique is a cosmetic company that emphasizes on technology and carefully selected ingredients, they create and develope their skin-care products according to these standards. Clinique hires a number of scientists that develope and test products in their high-tech modern laboratories. There are a few rules that apply to all Clinique products: all products must be tested by dermatologists, allergy tested, 100% fragrance free and they must be appropriate for people of all ages and all skin types.
Another important factor of the Clinique product development process is reacting quickly and effectively to new trends on the market. This means that Clinique pays attention to what customers want. They adapt their products according to their customer's preferences and also to potential customers. This has helped them become one of the most successful cosmetics companies in the world. ( http://en.wikipedia.org)
Another important factor of the Clinique product development process is reacting quickly and effectively to new trends on the market. This means that Clinique pays attention to what customers want. They adapt their products according to their customer's preferences and also to potential customers. This has helped them become one of the most successful cosmetics companies in the world. ( http://en.wikipedia.org)
After examining the market and looking for niches, Clinique undertakes a business analysis by thoroughly researching which products can be profitable and which target market must they advertise certain products to. Clinique introduces every year new products to every product line and for every market segment.
References:
Bearden, Ingram, LaForge(2001).Marketing: Principles and Perspectives, 3rd edition, McGraw-Hill/Irwin
Author unknown, Wikipedia, Clinique. Retrieved December 30 from http://en.wikipedia.org/wiki/Clinique
ponedjeljak, 29. listopada 2007.
6. PRODUCT AND SERVICE CONCEPTS
Product components
Quality
Cliniques products are known for their high quality. The reason they are so high in quality is the fact that the company uses high technology in the production of the cosmetics and also uses special ingredients. Today's consumers insists upon quality, especially if cosmetic products are concerned. Clinique has achieved that there name alone is connected with high quality.
Design
Clinique's design has stayed the same for many years, but now Clinique is starting to redesign the packages of some products. ( Wikipedia, Clinique) Clinique has a simple yet recognizable design and logo, which attract many customers
Customer service
Clinique pays great attention to the importance of customer service. Their service just like their products are high quality. This gives Clinique a competitive advantage compared to other companies that don't realize how important good customer service is. Good customer service can help create customer loyalty.
Clinique's salepeople have to be very professional and must provide customers with specific information about their products and be able to give advice about skin types and skin care.
references:
Bearden, Ingram, LaForge(2001.).Marketing: Principles and Perspectives, 3rd edition, McGraw- Hill/Irwin
Author Unknown, Wikipedia-Cinique. Retrieved 23, October from http://en.wikipedia.org/wiki/Clinique
Quality
Cliniques products are known for their high quality. The reason they are so high in quality is the fact that the company uses high technology in the production of the cosmetics and also uses special ingredients. Today's consumers insists upon quality, especially if cosmetic products are concerned. Clinique has achieved that there name alone is connected with high quality.
Design
Clinique's design has stayed the same for many years, but now Clinique is starting to redesign the packages of some products. ( Wikipedia, Clinique) Clinique has a simple yet recognizable design and logo, which attract many customers
Customer service
Clinique pays great attention to the importance of customer service. Their service just like their products are high quality. This gives Clinique a competitive advantage compared to other companies that don't realize how important good customer service is. Good customer service can help create customer loyalty.
Clinique's salepeople have to be very professional and must provide customers with specific information about their products and be able to give advice about skin types and skin care.
references:
Bearden, Ingram, LaForge(2001.).Marketing: Principles and Perspectives, 3rd edition, McGraw- Hill/Irwin
Author Unknown, Wikipedia-Cinique. Retrieved 23, October from http://en.wikipedia.org/wiki/Clinique
7. PRODUCT AND SERVICE STRATEGIES
One of the corporate growth strategies of Estee Lauder Inc. that I mentioned is constantly developing new products. This is true for Clinique.Clinique is constantly introducing new products and in that way increasing sales. Clinique was for a long time primarily focused on skin-care products such as face creams, facial cleansers and tonics. Today Clinique's product mix is much more diverse. Now, Clinique has a much wider range of hair-care products , but also has started to expand the production of high-quality decorative make-up and fragrances. The most recent product line that Clinique introduced is the new mens skin care product line. (Wikipedia,
Clinique)
Not only is Clinique introducing new product lines, Clinique is also using a line-filling strategy and adding new products into existing product lines. For instance they make moistuirizing cream for dry, oily, senstive skin, and recently for dehydrated, reactive skin.
Clinique launches strong with new product, by immediately appealing to customers.
references:
Clinique)
Not only is Clinique introducing new product lines, Clinique is also using a line-filling strategy and adding new products into existing product lines. For instance they make moistuirizing cream for dry, oily, senstive skin, and recently for dehydrated, reactive skin.
Clinique launches strong with new product, by immediately appealing to customers.
references:
Bearden, Ingram, LaForge(2001). Marketing: Principles and Perspectives, 3rd edition, McGraw- Hill/ Irwin
Author unknown, Wikipedia, Clinique. Retrieved October 23, from http://en.wikipedia.org/wiki/Clinique
picture- Retrieved 25, October from http://www.alevosiy.com/magazine/archives/clinique_look_2.jpg
5. MARKET SEGMENTATION AND TARGETING
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
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