Marketing Presentation: Clinique Face Moisturizer with Snail Extract

This presentation provides a comprehensive marketing plan for Clinique's new face moisturizer, which contains snail extract. It begins with an introduction to the Clinique company and its consumer industry context. The presentation outlines the product's attributes, including its benefits for skin health, such as healing scars, reducing wrinkles, and moisturizing. It then delves into market segmentation, targeting demographics, psychographics, and behavioral factors. The plan also addresses key market trends in the UK beauty market, including the increasing demand for transparent and toxin-free products, and analyzes Clinique's competitors. The presentation further details the target market, product positioning, and the importance of market research. It explores distribution strategies, competitor-based pricing, and marketing communications, including promotions and physical evidence like packaging. Finally, the presentation discusses the company's processes and the role of people (salesforce, suppliers, and customer service) in delivering the product to the end consumer, ultimately concluding that the product offers several benefits, and provides a framework for effective marketing.

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.