Clinique Face Moisturizer with Snail Extract

This presentation outlines the marketing plan for Clinique's new product, a face moisturizer with snail extract. It discusses the benefits of the product, the target market, market trends, and the marketing strategies to promote and distribute the product. The presentation concludes with the importance of the product and its profitability.

Clinique face moisturizer with snail
extract

Clinique face moisturizer with snail
extract

Table of contents
 Introduction
 Marketing plan
 Conclusion
 References

Introduction
 The presentation is based on Clinque company. It belongs to consumer industry. It was
founded in year 1968 by Evelyn Lauder.
 The presentation will outline marketing plan for new product of the firm that is face
moisturizer with snail extract.

Our product. How it works
face moisturizer with snail extract
 The product of company is developed especially for males and females and helps to
cure scars acne, wrinkle and dry skin etc.
 It can also be used by children's from their teenage.
 The main purpose of the product is to cure the skin , to heal the problems and leave it
smooth and clean.
 It also protects the skin and create a barrier between the skin and the air
 The product of company is developed especially for males and females and helps to
cure scars acne, wrinkle and dry skin etc.
 The attributes of the product are that it contains 100 % natural extract of mucus of
garden snail, it has regenerating and moisturizing properties. It will help customers to
heal scars, reduce wrinkles and aging marks. Moreover, the product contains Shea
butter and Allantoin etc.

The main purpose of snail extract
The main product
 cleans and moisturizes the skin
 works for long term hydration
Keep the skin soft and
comfortable in changing climates
allowing skin to adjust to humidity
and temperature changes
The augmented product
Help to heal the problems of the
skin
No fragrance
Snail extract for healing marks
and cicatrices
Can be used on body as
well
15 ml ( travel size) , 30 ml and
50 ml cream

Segmentation
 The term segmentation refers to the process of dividing the whole market into different
segments on the basis of different types of factors. Clinique will segment the market on
the basis of the factors such as-
Demographic factors-
 The company will segment the market on the basis of age, gender and income of the
people living in Europe.
Psychographic-
 The firm will use factors such as personalities, lifestyle, beliefs and behaviour of the
customers towards the product of the firm.
Behavioural-
 Clinique will also segment the market on the basis of behavioural factors like frequency
of using the products, brand loyalty, readiness to purchase etc.

Key market trends.
 The major trend in beauty and personal care in UK is that the value of transparent and
toxin free beauty products has increased. According to Mintel, vegan claims trebled in
beauty products between 2014-2018 in UK.
Competitors
 Clinique faces tough competition from other skin products companies such as Charlotte
Tilbury, Urban Decay, Clarins etc.
Why target market should purchase the new product of the company-
 The target segment of Clinique should purchase the new product of the firm that is face
moisturiser with snail extract because it provides various benefits to the customers.
 The product contains mucus that helps users of the product to protect their skin against
Ultraviolet rays, bacteria and cuts etc. The ingredients of the product contains
combination of anti-microbial, hyaluronic acid, glycolic acid, copper peptides and
elastin, proteins etc. all these ingredients helps in enhancing beauty of users.

Our segment target
problematic skin with acne, marks etc.
 Distinct -25 per cent of people
have suffered from acne , 28 per
cent have sensitive skin and 48
per cent for wrinkle they used
facial products.
 Accessible- on pharmacy ,
superstores but it can be bayed on
promotion as a pack that contains
face cleanser and the face
moistures with 20% discount from
Boots pharmacy.
Fig. 1 Beauty Market in Uk –Mintel

According to statistics
 According to
Mintel According
to Mintel (2017),
allergic reaction,
dermatitis and
eczema are very
common skin
conditions in the
UK
Fig. 2 Skin conditions ( Mintel 2017)

This product will be profitable
 According to the survey, 53% of consumers who have
bought sun protection products in the 12 months prior to
the survey (September 2018) would like to see products
displayed by benefits (e.g. anti-aging, acne control).
 Mintel estimates that consumer spending on beauty and
personal care rose 1.4% in 2018 to £10.2 billion, with
beauty spending up 3% whilst spending on personal
care fell 1.4%.
 As a result of the decline in personal care spending, the
supermarkets and discounters have seen their share of
the beauty and personal care market decline.
 Consumer spending on facial skincare is estimated to
have grown just 0.6%, with a significant decline (-
4.1%) in sales of facial skincare targeted towards men
holding the market back. In contrast, spending on
women’s products is thought to have increased 1%.
Mintel’s women’s facial skincare – UK, July
2018 and men’s facial skincare – UK, July 2018.
Fig. 3 . Beauty products

Targeting
 It refers to the process of targeting a particular market segment to offer new product.
Clinique will target the market segment that offers large number of opportunities for
growth and success of the company.
 It will target customers on the basis of type of skin such as dry, normal, oily skin etc.
 People that are looking effective product to improve the quality of their skin etc.
 Further, it will also target customers on the basis of frequency of using the product such
as monthly, weekly, daily, quarterly etc.

Positioning
 It refers to the position of the product in comparison with the products offered by other
firms. Clinique will develop and implement different types of positioning strategies for
promoting the new product in the market.
 It will develop pricing strategy, to position the product in the mind of customers.
 Further, it will use different promotional tools and campaigns to attract buyers towards
face moisturiser. Moreover, it will also position the product on the basis of attributes
and benefits offered by face moisturiser to the users. Such as Snail extract helps to heal
skin from acne and protects skin from anti ageing.

Market research
 Recognising the importance of the skin’s
unique ecosystem, the UK is leading the way
globally for facial skincare launches targeting
the skin microbiome. Over 37% of the
world’s launches in 2018 were in the UK,
followed by the US (25%) and France (15%)
– according to Mintel Global New Products
Database (GNPD).
Beauty Companies –position on the UK Market

Market trend
Mintel estimates that consumer
spending on beauty and personal care
rose 1.4% in 2017 to £10.1 billion.
Market growth year on year remains
low as consumers continue to be
savvy when shopping for everyday
toiletries and personal care items,
seeking out the best value for money.
We expect this trend will continue,
with the market forecast to grow by
approximately 1.4% in 2018. Over
the next five years we expect the
market value to rise 9.5% to reach
£11.1 billion by 2022.
Fig. 4.Market Trend-Mintel

Place/Distribution
 The company will offer the products through various channels. It also offers the new
product through online channels directly to the customers. Moreover, it also sells the
product through wholesaler who later on distribute it to retailers across Europe.
 Moreover, firm has partnered with various delivery service providers in order to deliver
the product on time.
 It follows omni channel system for distributing products in which it has integrated the
online and offline stores that helps customer 痴 to access new product conveniently.
 Clinique has overall network of nearly 500 suppliers that offer raw material to the
company for producing face moisturiser with snail extract.

Price
 The company will use competitor based pricing strategy to offer new product to target
segment of buyers. It is because data related with competitors is easily available due to
large number of companies are offering beauty products in the market. It takes into
consideration the price at which other firms are offering face moisturiser to customers.
 New product will be available at affordable price starting with 3 pounds. The price is
lower as compared to the price at which other firms are offering their products.

Marketing Communications
 It refers to the methods used by company to convey the details in respect of the
product or service directly or indirectly to the customers with the objective to
influence them.
 It will advertise new product through advertisement on television.
 Further, it will also provide information on online websites. It will also sponsor
various events and offer discounts, rebates to first 50 customers.

Promotions and offers
 It will use various channels for promoting the new product that will help to increase the sale
of face moisturizer It uses traditional media like advertisement on television etc.
 It will also use social media platforms like Instagram, Facebook etc. to create awareness
regarding features, price and benefits of the new product for the customers. It will also take
part in various trade exhibitions in UK. All the channels helps to create brand awareness
among people that will help to improve profitability of the firm.

Physical evidence
 Clinque will offer new product in different colour packaging which is unique as
compared top other companies. Due to unique packaging the new product is easily
visible by people on shelves of physical stores.
 The firm also has an attractive website that allows buyers to view the product from
different angles.

Process
 The company has installed a system that helps management to receive the information
in case when inventory level is low. The firm also have online delivery process to
deliver the new product to the customers through online channels.
 It helps to place order after which the product will be shipped to customers. Firm
should install computers that will help to improve the efficiency of the process for
delivering products to buyers.

People
 The sales force of the organization plays a major role in delivering the product to
ultimate buyers on the basis of their orders. It also has skilled workforce in customer
service department to maintain better relationship with customers.
 The firm is also working with suppliers to purchase the best quality of raw material like
mucus, collagen, allantoin, ceramides etc. Suppliers of the company plays an
important role in maintaining the quality of the new product and also helps to improve
the attributes and benefits of final product.
 Moreover, skilled people are working in the retail stores of the company who helps
buyers on site and also help to resolve the queries of buyers by answering them over
email, telephone. Therefore, people working in the firm helps clients in selecting the
product.

Conclusion
 From the above Presentation it has been concluded that the new product that is offered
by company provides various benefits. Company has segmented the market on the basis
of demographic, psycho-graphic factors.
 It has been analysed that firm has adopted various channels for effective marketing of
the product.

References
Beauty and Personal Care Retailing- Europe-January 2019- Accessed on 16.10.2019
https://academic.mintel.com/display/940824/
Johnlewis.com. (2019). Clinique | John Lewis & Partners. [online] Available at:
https://www.johnlewis.com/brand/clinique/_/N-1z13ywm?suggestion=true%3a%3aclinique&page=9
[Accessed 27 Oct. 2019].
Liu, Y., 2019. Evaluation of Financial Performance of Selected Company in Cosmetic Industry.
Michael, B., 2019. Social Media Influencers: A Route to Brand Engagement for their Followers
(Doctoral dissertation, University of Saskatchewan).
Mintel - The trends driving growth in the UK beauty market -
https://www.mintel.com/press-centre/beauty-and-personal-care/the-trends-driving-growth-in-the-u
k-beauty-market
( Accesed on 15 Oct.2019)