4.MARKETING RESEARCH AND DECISION SUPPORT SYSTEMS

Primary data
Clinique is known for having an individualistic approach to consumers. By communicating directly with consumers, Clinique's salespeople can gather information about specific groups of people. They can find out information that is revelant for the company in order to design an appropriate marketing mix. This technique can be useful because the information is revelant and up to date. An individualistic aproach can also help create a positive image and increase customer loyalty. Clinique also uses internet surveys to find out about customers preferences.

Database marketing
Recently Clinique wanted to increase sales online. By using an e-mail questionnaire and registration form Clinique gathered substantial information about the visitors of their website.
Using the information that was gathered through the questionnaire, Clinique formed a database with all the users catalogued. What Clinique did was programme the database to separate people who use Clinique products and those who were just visiting the site, and then sent them e-mails. Their strategy was to increase consumer loyalty of the people who already used their products and to persuade non-users to become users of Clinique products. They sent 22 000 non-users a e-mail newsletter requiring them to fill out a questionnaire and around 12 000 responded. The reason the response was so high is that Clinique offered an award for anyone who responded. The people were sent free Clinique products and an empty bottle that could be filled with Clinique foundation only at Clinique counters. This strategy brought many people in touch with their product range. (http://www.morebusiness.com/ )

references:

Bearden,Ingram, LaForge(2001) Marketing: Principles and Perspectives, 3rd edition, McGraw-Hill/Irwin

Author Unknown, Retrived 23, October, from http://www.morebusiness.com/running_your_business/businessbits/D924554167.brc

3.CONSUMER BUYING BEHAVIOR AND DECISION MAKING

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

INTRODUCTION

Clinique is one of the world's largest cosmetic companies, and the number one brand in the U.S. that focuses primarily on skin-care, but also manufacter make-up and fragrances. Clinique was launched in 1968 by Estee Lauder Inc., a retail brand that is famous for selling upscale beauty products. Estee Lauder Inc. has a reputation for high quality,luxurious cosmetics.
The five most popular brands and business units from Estee Lauder Inc. are the original Estee Lauder, Aramis Inc., Clinique, Prescriptives, which focuses on personalize make-up and Origins, which offers cosmetics made of natural ingredients.

1.THE GLOBAL MARKETING ENVIRONMENT

The cosmetic industry today is growing rapidly. Today more than ever people are concerned about how the look and search for ways how to improve their looks. This trend isn't just clearly noticable in the female population, but also very significant in the male population( metrosexuals).

Social environment
An important trend that is occuring today is that the population is getting older, and at the same time with a little help from the media people are becoming more aware of the importance of their appearance. Also, people are becoming more demanding and want the best for themselves, meaning quality. This gives high-quality cosmetic companies, which already have a brand name, like Clinique a competitive advantage.
Estee Lauder Inc., including Clinique have successfully adapted to the new movement called consumerism, which protects the rights of buyers. Clinique is commited to providing customers with innovative cosmetic products of the highest quality and outstanding service. ( Commitment and Principles)

Competive environment
The cosmetic industry today is dominated by a small number of multinational company, with big market shares. This industry grows significantly every year, making it very attractive for new entrants. Prestigious brands like Clinique are not only facing fierce competition from domestic new entrants, but also from international brands such as Shiseido, a popular Japanese brand.

references:

Bearden, Ingram, LaForge(2001). Marketing:Principles and Perspective, 3rd edition, McGraw-Hill/Irwin

Author Unknown, Commitments and Principles. Retrieved October, 23 from http://www.elcompanies.com/citizenship/commitments_principles.asp

2.MARKETING'S STRATEGIC ROLE IN THE ORGANIZATION

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.

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