Marketing Strategy for Crème De La Mer in Singapore Cosmetic Industry

RUNNING HEAD: Marketing Strategy
Marketing Strategy
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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