COMPANY BACKGROUNDName : Estee Lauder Companies Inc.

Founder : Joseph Lauder & Estee Lauder

Type of business : cosmetics, skin care products & fragrance

Place : New York City, New York1946 : began producing cosmetics in New York City1948 : establish first department store in New York1960 : expand business in International level

Now Estée Lauder sells its products, across the world.

It employs over 20,000 people in 2003 and its sales topped $5 billion.

The company is still controlled by the Lauder family

Estée Lauder brands include: Estée Lauder, Clinique, Aveda, Origins, Prescriptives, Bobb Brown, Aramis, La Mer, Tommy Hilfiger, Stila

PRODUCT BACKGROUND

In 1946, Estee Lauder only produce four products such as Super Rich All Purpose Cream, Cream Pack, Cleansing Oil, and Skin Lotion.

Now Estee Lauder Produce more products like skin care products, cosmetics and fragrances.

SKIN CARE PRODUCTSDerm solutions starter system

Repair and hydrate the look of past UV damage while giving your skin the moisture it needs.

Perfectly Clean Fresh Balancing Lotion

Revitalizing toning lotion conditions, rebalances skin

COSMETICS

Graphic Color Eye Shadow Quad

Endless expressions for eyes in one compact

Pure Color Crystal Gloss with Neon Glow

Sheer, high-polished hues with dimensional shine

FRAGRANCEEstee Lauder beyond Paradis - Eau de perfume spray

The new fantasy in fragrance

Estée Lauder beyond Paradise Duo

The perfect way to start off the New Year

TARGET MARKET

TARGETMARKET

AGE

PURCHASING POWER

YOUNG WOMEN

HIGH INCOME

SWOT ANALYSIS

STRENGTHS

Size and market share

Family control

Marketing ability

R&D advantage

Management expertise

WEAKNESSES

Too big and difficult to control

Lack of focus

Estee Lauder too old

Involve high costs and expensive

OPPORTUNITIES

Enter the new market

Americans high spending on cosmetics

Availability for strategic alliances

Attract more customers

THREATS

More competitive market

More segmented market

Criticism from animal liberationists and ethicists

More expensive market

FIXED BRAND

ELEMENT BRAND NAME The brand name of this cosmetic product is a arbitrary

name which used real words with no obvious tie-in to company. The Estee Lauder name refers to the founder of the cosmetic products.

The company’s products are sold in over 130 countries and territories under well recognized brand names, including Estee Lauder, Aramis, Clinique, Prescriptives, Origins, M.A.C, La Mer, Bobbi Brown, Tommy Hilfiger, Donna Karan, Aveda, Stila

In addition to these brands, the Company is currently developing products to be sold under the Sean John label.

LOGO & SYMBOL

Estee Lauder Company used corporate name as their logo (EL). The EL also stands for the first letter of the Estee Lauder, the founder name represent their product. This logo makes consumers to easily recognize and identified the product.

CHARACTER The Estee Lauder brand

character is live-action figures where TV ads or online ads featured models wearing the Estee Lauder cosmetics product

Elizabeth Hurley in Estee Lauder advertisements represents the beauty that is possible through Estee Lauder products.

SLOGAN

The guiding vision of The Estee Lauder Companies Inc. is “Bringing the best to everyone we touch”.

By “The best”, it means the best products, the best people and the best ideas. These three pillars have been the hallmarks of our Company since it was founded by Mrs. Estee Lauder in 1946.

Estee Lauder Company has their own website. The company’s corporate website is www.elcompanies.com and the brands own www.estee lauder.com. The consumers can explore this both websites to get more information about the products.

URLs (Uniform Resource Locators)

PACKAGING

Estee Lauder monogram and packaging system is a consistent reference to high quality products and classic traditions of beauty

They emphasis an environmentally friendly packaging. In terms of packaging, the "Lauder way" means every bottle, every label, every carton, every cap and every sprayer must meet standards. Packaging must be brought up to the standard expected of every product in the Lauder portfolio.

The group initially developed packages that had beautiful transparent colors. Packaging materials contain a high percentage of recycled materials and all containers must be, themselves, recyclable

DEVELOPING OF MARKETING PROGRAM

MARKETING MIX

PRICE

PLACEPRODUCT

PROMOTION

Estee Lauder one of the largest cosmetics manufacturers in the world.

Estee Lauder manufactures and markets skin care, sun care, makeup, and hair care products in addition to their fragrance line.

PRODUCT

PLACE Estee Lauder sells its products

primarily through limited distribution.

department stores, specialty retailers, upscale perfumeries and pharmacies.

freestanding company stores and spas, stores on cruise ships, in-flight and duty free shops in airports and cities.   

PRICE Intuition :

1.7oz: $47.50  3.4oz: $65.00

Estee Lauder Pleasures: 0.5oz: $27.00 1.7oz: $42.50

Beautiful: 1.0oz: $42.50 2.5oz: $60.00 

Beyond Paradise: 1.0oz: $39.50 1.7oz: $49.50 3.4oz: $68.00   

Youth Dew: 1.5oz: $20.00 1.8oz: $23.00 2.25oz: 25.00 2.5oz: $35.00 (anniversary edition) 

PROMOTION The free gift and the gift-with-

purchase techniques were pioneered by the company founder Estee Lauder

Estee Lauder hosts Makeup Artist Events in select retail stores.

Printed advertisements in magazines are an effective way of reaching a large audience for any consumer industry

LEVERAGING SECONDARY BRAND ASSOCIATION COMPANY

This company creates a new brand for their product

COUNTRY OF ORIGIN

Country of origin for this product is New York. The Estee Lauder Companies Inc. is one of the world's leading manufacturers and marketers of quality skin care, makeup, fragrance, and hair care products.

CHANNELS OF DISTRIBUTION

The company sells its product principally through limited distribution channels to complement the images associated with its brand. they consist primarily of upscale department stores, specialty company stores and spas, stores on cruise ships, in-fight and duty free shops in airport and cities.

MAJOR COMPETITOR

Lancome

Christian Dior

Ralph Lauren

Vera Wang

Armani

CONCLUSION We can say that, the Estée Lauder Companies is ideally

positioned for continuing growth. They can accomplish their goals by remaining focused on some strategies like innovating new products, driving all product categories, diversifying distribution, expanding global reach and pursuing acquisition and licensing opportunities.

Most important thing is, Estee Lauder’s highest priority will always be their commitment to building great brands and great people

Estee Lauder already have their brand equity and they will try to have more loyal customers by producing more products which can satisfy the customers from all over the world.