Marketing Strategy for Crème De La Mer in Singapore Cosmetic Industry

The report evaluates the suitability of the company Crème De La Mer in the Singapore industry of cosmetics. The report evaluated marketing plan of the company to grow and increase the target market base. Along with situational analysis, marketing plan and competitor analysis of the company has been defined. Further, the brand management, product management, pricing and distribution management strategies also defined to help the company to grow and succeed in international market. Lastly, IMC and implementation and control strategies will help the company to manage the action of La Mer.

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Marketing Strategy 1
Executive Summary
The below mentioned report is in continuation with the assessment one conducted about the
cosmetic industry of Singapore. The report further evaluates the suitability of the company
Crème De La Mer in the Singapore industry of cosmetics. The report evaluated marketing plan
of the company to grow and increase the target market base. Along with situational analysis,
marketing plan and competitor analysis of the company has been defined. Further, the brand
management, product management, pricing and distribution management strategies also defined
to help the company to grow and succeed in international market. Lastly, IMC and
implementation and control strategies will help the company to manage the action of La Mer.

Marketing Strategy 2
Contents
Introduction......................................................................................................................................2
Situation Analysis........................................................................................................................2
Company Profile..........................................................................................................................2
Competitor’s Analysis.................................................................................................................2
Marketing Objectives & Strategy Formulation...............................................................................3
Brand Management..........................................................................................................................4
Product Management.......................................................................................................................5
Pricing Management........................................................................................................................6
Distribution Management................................................................................................................6
Integrated Marketing Communication Management.......................................................................7
Implementation and Control............................................................................................................7
Conclusion.......................................................................................................................................9
References......................................................................................................................................10

Marketing Strategy 3
Introduction
The purpose of this report is to provide information about the company Crème De La Mer that is
an extension of Estee Lauder Company. The report is a marketing analysis of the company
Crème De La Mer that provides information about various issues faced by the company and
measures to solve them appropriately. Marketing plan is an analysis that helps the business to
look at various dimensions and organize the business strategies in such a way that issues are
eliminated and the company achieves growth (Goldberg Fishbein Middlestadt 2018). Further, the
report evaluates current market position along with competitor’s analysis. Further, it also
evaluates brand and product management of the company. Pricing, distribution and
communication strategies for the company have also been outlined. A two-year action plan for
the company has been prepared that will help them to strategize the business objectives. Further,
more details about the report are discussed below:
Situation Analysis
Company Profile
The company Crème De La Mer is was originated by Dr Max Huber, an aerospace physicist.
Huber suffered burns due to lab accident while making a product, that is when he thought to
create La Mer. After initiating more than 6000 experiments and 12 years of searching, he found a
fermentation process that can help people transform the look of the skin. He named the product
in honour of his muse. Lauder purchased La Mer company in the year 1995 after which the
product became most demandable and coveted skincare brand worldwide. The brand is a
luxurious brand that is highly preferred by premium customers present in target market. Further,
the fact should be noted that the product is only preferred by premium clients present in the
market due to which it need to initiate differential strategies to succeed in the target market
(Crème De La Mer 2018).
Competitor’s Analysis
Clinique: it is brand of Estee Lauder that is direct competitor of Crème De La Mer. The brand
was formed in the year 1968 and works effectively to tone the skin of people. The products of

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Clinique is sole in every 5 seconds. Estimated annual income of the company is $345 million and
the company works with a team of 2910 employees.
Body Shop: Body Shop is a UK brand that was found in the year 1976 by Anita Roddick. The
company earns annual revenue of $1.4 billion and is working with a team of 17,000 employees.
The company is a direct competitor of Estee Lauder Company.
Marketing Objectives & Strategy Formulation
The company Crème De La Mer should aim to target the middle income level people suffering
from skin related problems. These people will help the company to increase its sales in the target
market. Further, the company should create a vision of increase the sales by 5% by increasing the
customer base. The company should aim to increase the customer base by 20% in the Singapore
market. From the previous analysis, it can be seen that the Singapore market is favourable for the
company to grow so it should develop its growth in Singapore market as a marketing objective.
Segmentation refers to the process of segmenting the target market according to different bases
and then targeting the customers to create defined position in the market (Flora Schooler, Pierson
2018). On the basis of demographic segmentation, the organization aims to target high class
customers suffering from skin related problems. Further, on the basis of behavioural and
psychographic segmentation, the company targets the people who are fond of using organic and
mineral enriched cosmetics in the market. Further SWOT analysis of the company on the basis of
market segmentation is discussed below:
Strength Weakness
The strength of the La Mer is recognition of
Estee Lauder in the cosmetic industry. The
company is known for serving refined quality
products to the customers.
The products of the company are animal
friendly that helps the company to fulfil their
social responsibility. Brand recognition of the
company helps them to increase sales in the
The biggest weakness of the company is non-
recognition of the brand in the target market.
The fact should be noted that although Estee
Lauder that huge brand recognition in the
market but the La Mer brand of the company
is still struggling to be famous in the market
(Good, and Hassay 2015).

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target market.
Opportunity Threats
The company has great opportunity to target
the customers in the market by decreasing the
price of the product and increasing the
marketing activities in the market (Armstrong,
et. al., 2015). Other brands of Estee Lauder
only target premium range customers so this
aspect increases the opportunity for the
company to grow.
The biggest threat of the company is increasing
competition in the target market. Cosmetic
industry works with the support of loyal
customers present in the market. Companies
like Clinique and Body Shop has many loyal
customers present in the market. So,
competition is biggest threat for the company
Crème De La Mer (Gupta 2017).
Brand Management
Brand management refers to the act of supervising the promotional activities of a particular
brand. The brand management activity helps the business to manage the activities of promoting
the brand in the target market. This type of management helps the business to concur the target
market using promotional activities and influencing the market by initiating brand recognition.
Further, in the company Crème De La Mer, the brand is already identified in market as a
premium brand for skin care (Collins 2018). However, that fact should be noted that the brand of
Estee Lauder is more well recognized in Singapore due to which it give a similar platform to all
other brands like Clinique, MAC, DKNY and La Mer to grow and earn revenue in the market.
Thus, it should be noted that it is important for La Mer to create a separate identity in the market
of Singapore apart from an EL brand. Thus, the objective of the branding operations of La Mer is
to create a brand that has individual recognition for Singaporean customers. Further, the
objective of the company is to initiate branding operations to rise above the competition present
in the Singapore market (Jamil, Ali, and Iqbal 2017). For this purpose, the company needs to
implement strategies that help them to capture a wider market share. Further, internal branding
refers to the process of aligning the activities of organization around the brand. This type of
branding strategy helps the customers to appropriately understand the meaning of brand that the
top level management wants to implement in the market (Westwood 2016).

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Product Management
Marketing and promotion strategies in the environment are initiated on the basis of products
manufacture of the company. So, it is very important for the business to implement effective
product management strategies to succeed in the target market. The product management
strategy refers to the strategy that helps the business to identify the real customers and create a
roadmap to attain the strategic objective of the company. The product management strategy for
the company La Mer in Singapore should be divided on the basis of three pillars that are product
planning, product strategy and lastly product marketing (Malhotra 2016). La Mer should aim to
align these two segments in order to appropriately succeed in the product strategy. The company
should strategies the product management functions by aligning the manufacturing, sales and
marketing process together (Wertenbroch 2015). The management should create product budget
on the basis of which they should invest the income on the product. Further, the management
should also analyse the need and demand of the customers present in the market and then they
should organize the activities accordingly. This strategy should work to develop the product that
is demand by the customers in the market. Along with a variety of range in prices, the product
should also offer variety of services to the customers in cosmetic industry of Singapore. Lastly,
on the basis of differentiation and specification of the product, the management should assign the
marketing team that effectively outline all the specifications of the product in the market (Samli,
et. al., 2015).

Marketing Strategy 7
Pricing Management
Pricing strategy refers to a strategy that helps the business to attain revenue to complete the
business objectives of the company. The pricing strategy should help the business to attain
adequate amount of revenue in Singapore so that the management can further fulfil the business
objectives maintained by them. Pricing strategy should be very effectively for every business
otherwise it would make all the other strategies of the company ineffective (Ryan 2016). The fact
is known to all that the Laa Mer brand has presented its products at heavy prices in the market.
However, the customers present in Singpore industry prefer using cost effective products so now
it was time for the company to slightly bring variations in the pricing strategy of the company
(Wu, and Lee 2016). The premium products of the company should undoubtedly target the
premium clients in the market and the basic products of the brand should target lower and upper
middle class customers present in the market. Slight change in the prices of the company will
bring heavy variation in the demand and supply of goods in the market. Thus, it is suggested for
the company Crème De La Mer to organize the pricing strategy in such a way so that the
company would get the attention of middle class customers present in cosmetic market of
Singapore. Thus, the company should reduce the price is of their product by 10 % in the market
so that it is approachable by all (Ross, et. al., 2015).
Distribution Management
The job of distribution is to give to an organization the work of the undertaking of conveying the
item at a perfect time, place, and amount at any rate cost. A well designed distribution channel
strategy make use both bottom line and channel partners and services to end users. This channel
develops a framework that aligns thee sales and marketing strategies of the company with the
product extension so as to effectively make it available in the market (Ramli 2015). The
company La Mer need to initially penetrate the Singaporean market so as to develop an effective
distribution channel strategy. Further, the company to distribute the products considering the
demand present in the market. High demand and less availability of product and availability of
product more than even demanded, both aspects could cause wrong brand image of La Mer in
Singapore market. It is important for the company to effectively operate the distribution channel
strategy so as to grow and diversify scope of business in Singaporean market (McDonald 2016).

Marketing Strategy 8
Integrated Marketing Communication Management
The Integrated Marketing Communication plan is a methodology that accomplishes the targets of
an advertising effort, through very much planned utilization of various limited time strategies
that are proposed to strengthen each other. Within the IMC plan, the organization cautiously
incorporates and facilitates its numerous correspondence channels to convey clear and
predictable messages about the association and item or service. The plan includes getting a
correspondence message to a client; this message must be clear, steady and convincing. The
procedure of the IMC is critical for better dealing with the correspondence blend with target
groups of onlookers and keeping up the solid market position through brand separation
(McDonald and Wilson 2016). In the company La Mer, the company needs to initiate the IMC
plan in such a way that it targets the customers and circulate information of the company in an
effective way. Under this process, the company should initially implement situational analysis on
the basis which they should target the customers. Further, company should aim to communicate
the objectives to the target customers in the market so as to clarify their vision and develop
adequate position for them as well. Further, the fact should be noted that the people of the
country Singapore are friendly so a wise brand message with simple communication scheme will
help the company to target different classes of customers increase market share as well (Strauss
2016).
Implementation and Control
Activity Time Period
(in months)
Manager Growth
Objective
Concerned
Department
Situational
Analysis
2 Marketing Head Collection of
authentic
information
R&D
Deciding Goals
and objectives for
new market
expansion
1 Operations Head Initiating goals
and mission
Operations
Defining audience 3 Marketing Head Deciding target Marketing

Marketing Strategy 9
and prioritizing
groups present in
Singapore
groups and people
Allocating
Resources to meet
Singapore’s
client’s
expectations
4 R & D Head Procuring
Resources
R & D
Product
Development
Strategies
2 Operations Head Analysing issues
and comparing
with the real
world situation
Operations
Communication
with potential
partners
3 PR Manager Attracting
sponsors
Public
Relations
Development of
channels
1 Sales Head Development of
platform to make
more effective
sales
Sales
Initiation of Sales
through different
channels
12 Manager Implementing
sales campaign
Management
Controlling is an important task for the business as it helps them to measure and control the
functions and effectively grow in diversified markets. In this process, the company should
initially create a budget for their plan in Singapore, afterwards they should start allocating
resources to promote the product in the market. Further, the company should proactively control
in the quality of the product as it should not reduce with the reduction in price. Further, the
company should also look for the feasibility of the Singaporean market for La Mer products
(Ozuem 2016). Lastly, the company should allocate budget to each and every activity of defined
in the action plan and then monitor the activities accordingly.

Marketing Strategy 10
Conclusion
Thus, in the limelight of above mentioned events, the fact should be noted that the above
mentioned report evaluated information about the company Crème De La Mer. The company
was not adequately recognized in the market due to which they were sales volume. The above
mentioned analysis will help the company to adequately increase the sales in the target market.
The above mentioned report depicted situational analysis along with marketing objectives and
implementation plan that will help the company to grow and increase the sales in the market.

Marketing Strategy 11
References
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Collins, J., 2018, March. Letter From the Editor: Thinking Pink. In Seminars in Roentgenology.
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Crème De La Mer., (2018) Brand Story [online]. Available from <
https://www.cremedelamer.com/brand-story> [Accessed on 15 December 2018].
Flora J. A., Schooler C., Pierson R. M., 2018. Effective health promotion among communities of
color: The potential of social marketing. InSocial Marketing (pp. 353-373). Psychology Press.
Goldberg M. E., Fishbein M., Middlestadt S. E., 2018. Social marketing: Theoretical and
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Good, W.S. and Hassay, D.N., 2015. Multilevel marketing plans: A new channel of distribution.
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