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1、Estee Lauder is one of largest skin care, cosmetics and perfume company. Estee Lauder company build a unique balance family brands, such as LaMer, Estee Lauder, Clinique, M.A.C, Bobbi Brown, and etc. PRODUCT: Estee Lauder as a first-line brand is included in Estee Lauder. There is clear Market Posit
2、ioning. Products downward stretch would make customers dimming the concept of the brand. And increase the expectation from customers. Finally, that would lose high-spenders in the world. So Estee Lauder always sticks to their high end. Estee Lauder brand have different series products for different
3、people and satisfy different demands. For example, there is a famous product named ADVANCED NIGHT REPAIR or ANR. It is reported that ANR was sold reaching 3,935,186 bottles a year in the world. That is to say, ANR was sold 10931 bottles everyday, 455 every hour, 8 every minute. Even though, Estee La
4、uders sale reached 65580000yuan in Chengdu BWDSG. That is the No.1 in the world.PRICE: As a premium brand of cosmetics, Estee Lauder sticks to their strategy of high price. But the quality and price in direct proportion. Though scientific researching and development, strict product testing, that are
5、 improving the products qualities, and use the high quality obtain recognition.The above mentioned ANR, the price of it that in the official website is every 50 milliliter 880RMB , 30 milliliter 610RMB. For many Chinese customers, the price is very expensive. That is to say, there is only 35 square
6、meters of Estee Lauders shop in Chengdu BWDSG. It amount to every 1 square meter have 2 million performance every 1 year.Beyond that, in Chinese market, the price of a Estee Lauder lipstick is 230RMB, a set of basic skin care product is more than 600RMB. But the price of product mixing is always che
7、aper than the single product. That would not make customers misunderstand Estee Lauders positioning.PLACE: Estee Lauders marketing channel is not diversified. Since 1993 Estee Lauder has set 81 shops at more than 30 cities in China. At present, the products of Estee Lauders marketing channel include
8、 upmarket department stores, cosmetics stores such as Sephora, duty-free at airport, online shop and etc. But most of the Chinese Estee Lauders customers keen to go to stores. There is a good atmosphere for customers to buy at stores. And their beauty advisers and salesman have highly qualified. At
9、present, Estee Lauder tries to build business relationship with professional cosmetic store in China. On the other hand, the products are sold on the online shop are very limited, the more is supplying some useful information to customer, and expand more potential customers. So, the most important m
10、arketing channel is setting shop at the stores in China.In 2004, Estee Lauder Asian and Pacific headquarter was moved to Shanghai, and in 2005, Estee Lauder set a first research and development center at Shanghai in China. China is becoming the new round of the global fashion consumption.PROMOTION:
11、A successful marketing activity should choose right price, right place right product and right promotion.To start with, Estee Lauder company always invest much money to employee training. So Estee Lauder brand have their own special product image under the Estee Lauder company. Because they think th
12、at a good image is potential profit.Next, Estee Lauder company always choices foreign models as spokesperson. But in 2011, Estee Lauder signs a Chinese model Liu Wen as a new spokesperson for the first time. It can realize the localization of the company and arouse self-identity from customers.At th
13、e same time, there are 2 ways to promote products. One is offering some samples in free charge. Another is offering the some gifts when customers buy their products.Every new shop was set of Estee Lauder, the local editors and reporters are invited to attend the ceremony, and supply a product and a
14、service of makeup beauty in free charge. Naturally, they would write a passage to introduce the product in their publication. atch well, greatly demand customers satisfy in all respects. Conclusion: Since 1993 Estee Lauder came to China have 17 years. From the beginning, Estee Lauder positioned at t
15、he top cosmetics ranks. In the eyes of white collar, Estee Lauder means top, profession, and fashion. On marketing strategy, Estee Lauder implements a series of strategies. The enterprises success is not accidental. It has to though marketing research, analysis, making a plan and etc. So Estee Lauder though their product, price, place and promotion m
