Post on 15-Apr-2017
Marketing Plan By: Zara, Jenny, Jessica, Kayyan,
Wingsum, and Zhuo Cai
• Clinqiue is the first dermatologist-created cosmetic brand.
• Major player in the cosmetics market
• This plan was developed to find opportunities to provide a greater value to the Clinique brand.
• The company will use today’s social media trends to market to Millennials and increase market share
Executive summary
To be the most trusted Prestige beauty brand in the world, with market leadership and authority in
Dermatological Skincare and Foundation.
Mission statement
Market Potential
Estimated worth of 190.6 billion dollars
Objectives • Increase the market share of Clinique’s products• Changing its “OLD” image• Increase brand awareness to the
target market• Establish a clear brand position:
“Catering to different skin types of the customers and providing customers in the best, safest and the healthiest way to improve the conditions of their skin.”
Target MarketsThe company segments the market according to:
• Individual needs, skin types and age
Primarily Targets• Young people, women and men, between ages 18 to 25
o New touch to the skin care productso Lack of information about skin careo Problematic skin types, such as acne-prone skin and sensitive skin
• People who are looking for improving their skin ○ For example, founding anti-aging solutions (especially for ages 25+)
SWOT Analysis -- Strengths Products are all dermatologists
created
Trusted brand part of Estee
Lauder Companies
Allergy Tested 100% Fragrance
Free
Well educated consultants like no others in the
industry
Consultants’ uniforms resemble
dermatologist's
Extensive lines of tailored products for ALL skin types
Unclear Brand Positioning
Low marketing efforts
Unattractive Packaging
Weak makeup sector
Too many steps in the routine for
some customers
Lower price gives the impression
that it is of lesser quality
STAND OUT from the Crowd
SWOT Analysis -- Weaknesses
SWOT Analysis -- Opportunities 3.8% growth in the cosmetics
industry 4.2% growth in prestige brands
Social media is increasing the market size of the cosmetics
industry
Endorse popular makeup Gurus to promote products
International shipping on
country specific products
$190.6 BILLION industry globally
SWOT Analysis -- Threats Decrease in sales
within department
stores
High availability of substitutes
Up and coming online based
cosmetics companies
Low switching cost for
consumers
Michael Porter’s Five Forces Analysis
Rivalry among Competitors
Potential New Entrants (HIGH)
Threat of Substitute Products (HIGH)
Bargaining Power of Buyers (HIGH)
Bargaining Power of Suppliers (LOW)
More and more online based companies
Many products offering similar
benefits
Product reviews, and side by side
comparisons online
Formulating The Marketing Strategy Product Strategy• “Bringing the Best to Everyone We Touch”
• Concept of dermatologist-created skincare
• Ophthalmologist-tested makeup
• Simple 3-Step Routineo Step 1: Cleanseo Step 2: Exfoliateo Step 3: Moisturize
* Natural - 100% fragrance free, allergy tested *
Product Strategy (Cont’d)Provide the most effective and safe products - diagnostic tool
By Skin TypeVery Dry/Dry
Dry Combination
Combination Oily
Oily
Acne-Prone
Men’s: Dry to Normal
Men’s: Oily
ToneUneven skin tone and dark spots: Even Better Clinical Dark Spot Corrector
Rivals prescription products
Pricing Strategy• Premium Pricing
o Higher prices than most cosmetic companies such as Revlon, Garnier
o Slightly lower than similar companies on the high-end cosmetic market
o Connect price with quality and uniqueness
• Target Market o less price sensitive, focus on quality of products
o Create a favorable image of a high-quality cosmetic company
●Advertising our campaign: Creating Unique Beauty ○ To young women who have trouble finding the “right” product for their
type of skin○ Our message is: Great skin can be created, a makeup and skin care line
that treats acne, scarring, and uneven skin tones.■ Feel confident ■ enhance natural beauty
○ Gain Consumers trust■ Let our consumers know that our product are created and approved
by dermatologists.
Promotional Strategy
Example of Our Advertisement:
Promotional Strategy..• Changing our image
o Our expertise will continue to dress like “Doctors” to give the feel of “we know what we are doing and how we are doing it”
o Our packaging will be given a more clean and simple
o And we will include young well-known celebrities that promote natural beauty and confidence
• Promoting new products
• Products that are added to a new collection in a fun, cool and hip way
• Promoting new collection such as seasonal, or holidays
Delivering the message Instagram:
Delivering the message YouTube: Include videos of
● Different makeup looks consumers can wear
● Keeping up with latest makeup trends
● Announcing special events or spokesperson
Delivering the message Pinterest:
● Show different makeup tips and tricks● Promote the makeup advice section that Clinique currently has on
their main websites
Delivering the message Twitter:● Promote new
products added to new collection
● Promote special offers, such as discounts, giveaways, or special offerings at certain stores such as Macy’s
● Quick way to connect with consumers
Timetables & Benchmark Target Date Action Step
Q 1 Prepare and create promotional content (ex. videos)
Q 2 Launch the promotional campaign
Q 3 Assess public response to new marketing efforts (awareness)
Q 4 Evaluate progress (sales)
Timetables & Benchmark Evaluation of marketing plan
based on sales growth
Benchmark against industry leaders
Ethical Marketing Product
• Quality and safetyo Provide full information about
the benefits and the risks of our products• Fair packaging and labeling
○ Member of Sustainable Packaging Coalition○ Using 100% renewable energy resources
for packaging
Distribution • Exclusive territories • Prevent predatory competition
Promotion
Prevent false and deceptive advertising
Price
Price fixing
maintaining of prices at a certain level by agreement between competitors
Social Responsibility • Eliminate all animal testing
• Partner up with PETAo “Beauty Without Bunnies”
campaigno PETA’s cruelty-free bunny logo
placed on products
• All cosmetic containers produced with recycled plastic o Place “Made with Recycled
Material” on products
Conclusion • Corporate Growth Strategy
o Market Penetration• We will accomplish our goals by:
o Increasing advertising and marketing efforts “Creating Unique Beauty” campaign Deliver right message to our target
market Clearly positioning our products as
unique, personalized, effective, safe and prestige
Present and active on social mediao Adding “Cruelty-Free” and “Made with
Recycled Materials” label on products
Thank You!