New Product Launch: Clinique's Marketing Principles in Singapore

This report analyzes Clinique's marketing strategy for launching a new herbal facewash in Singapore. It includes a micro analysis focusing on the company, customers, and competitors, and a macro analysis using the PESTEL framework to assess political, economic, social, technological, environmental, and legal factors. The report also details Clinique's segmentation, targeting, differentiation, and positioning strategies, along with a marketing mix (product, price, place, promotion) tailored for the Singaporean market. Recommendations are provided to ensure an effective product launch. Desklib provides access to similar solved assignments for students.

Principles of Marketing

Part 1 - Executive Summary
The respective report is based on Clinique, which is a high-end brand that manufactures
as well as sells skincare as well as cosmetic products. Marketing is an important thing for any
organisation and may be referred to as all the sports which are used for promoting the products
as well as services within the market. The specific activities include branding, advertising,
marketplace studies and so forth. The organization is introducing the brand new product within
the market so one can enlarge its business operations as well as gain a larger target audience. The
new product, i.r., the facewash that's to be launched, could be appropriate for all skin kinds. It
will make sure that the skin looks radiant and wholesome. Different social media structures
could be used for creating recognition approximately the goods some of the customers within the
market. Micro analysis can be described because the one-of-a-kind forces which can be probably
near the organization and might affects its normal potential to serve the desires of the customers.
It can be stated that micro analysis could have a direct impact on the general functioning in
addition to performance of the firm to a wonderful volume. PESTEL evaluation is an crucial
framework this is utilized by companies with a view to identify in addition to analyze the
different external environment elements that can have a ability effect on the enterprise in
addition to its operations.

Contents
Part 1 - Executive Summary.....................................................................................................................2
Part 2 - INTRODUCTION.......................................................................................................................4
Part 3 - Product Background....................................................................................................................4
Part 4 – Micro Analysis.............................................................................................................................5
Part 5 – Macro Analysis – PESTEL.........................................................................................................6
Part 7 – Marketing Mix.............................................................................................................................9
Part 8 – Recommendations.....................................................................................................................10
Part 9 – CONCLUSION..........................................................................................................................10
REFERENCES........................................................................................................................................11

Part 2 - INTRODUCTION
Marketing is an important aspect for any organization and can be referred to as all the
activities that are used for promoting the products as well as services in the market (AI Shajrawi
and Ali Khan, 2020). The different activities include branding, advertising, market research etc.
It can be stated that marketing is important for any organization because it helps the company in
creating awareness about its products as well as services and thus, attract a greater number of
people. There are different principles of marketing that help a company to develop effective
marketing strategies. it can be stated that marketing principles form the basis on which
promotion strategies for products are built. Organization chosen for the respective report is
Clinique, which is a manufacturer of beauty as well as skincare products. The products are
usually sold in high-end stores and the company has operations across different geographic
locations. The company is planning to launch a new product in Singapore, which is a new
facewash made with herbal ingredients. The company is introducing the new product in the
market in order to expand its business operations as well as gain a larger audience. The
respective report includes a micro analysis, macro analysis, PESTEL as well as marketing
strategy for the new product that is being launched. Apart from this, it will also provide
marketing mix as well as appropriate recommendations to ensure that the overall launch of the
new product is done in an effective manner.
Part 3 - Product Background
Clinique is a well-known beauty brand in the market and it is primarily known for selling
high-end skincare as well as beauty products (Aldoshyna and Stryzhak, 2020). It has decided to
launch a face wash that will be made from only natural as well as herbal ingredients. The
facewash will provide various benefits such as skin brightening, removing any impurities from
the skin etc. The product will not contain any kind of chemicals and will be free from any
parabens as well as sulphates. The new product, i.e., the facewash which is to be launched, will
be suitable for all skin types. It will ensure that the skin looks radiant and healthy. Different
social media platforms will be used for creating awareness about the products among the
customers within the market. The background of the product is that it will be developed after
taking into account the different factors such as preferences as well as needs of the customers.

The details of the product, which is the new facewash, will have different features as
already mentioned. For instance, the facewash will help in boosting the overall hydration as well
as make sure that the skin is clean and fresh. Apart from this, another important detail about the
new products is that it will be made with the help of natural as well as herbal ingredients that are
good for the skin. People these days prefer buying products that include natural ingredients and
are not harsh on the skin. Therefore, the respective face wash will ensure that the skin is clear
and feels fresh.
It can be said that the respective new product idea is viable because it will help the
respective company, Clinique in attracting a greater number of customers and serve their needs
as well as preferences in an effective manner (Bezus and Golovko, 2021). Apart from this,
another reason why the new product idea is viable is that since the customers are becoming more
aware about the chemicals as well as other harsh chemicals that are used for the skin, they will
get an option of product that will be safe for the skin and also ensure that there is no harm caused
to the skin of the customers whatsoever.
Part 4 – Micro Analysis
Micro analysis can be defined as the different forces that are potentially close to the
company and can affects its overall ability to serve the needs of the customers. It can be said that
micro analysis can have a direct impact on the overall functioning as well as performance of the
firm to a great extent. The micro analysis comprises of the company, customers as well as the
competitors. It can be said that micro analysis is important because it helps the company in
analyzing the immediate factors that can have a direct impact on it (Koku, 2020). It is crucial for
any company to analyze the different factors so that appropriate strategies can be developed.
Clinique is a well-known brand that offers high quality products in skincare as well as
cosmetics. One of the many strengths of the company is that it offers high quality as well as
high-end products to the customers. The company provides the customers with the value of
products that are free from any kind of parabens as well as other harmful chemicals that can
affect the skin. Offering the customers with such products has been helpful for the company in
providing the customers with the most effective as well as efficient products. but there are also
certain weaknesses of them firm such as there is a need to market the products in an effective
way to the customers as this will help in enhancing the overall sales of the same. On the other

hand, there is also a need to improve the current research and development of the products so as
to reach to a greater number of customers.
It can be stated that the company faces direct competition from brands like Revlon, Mary
Kay and Neutrogena. One of the strengths of Revlon, which is a direct competitors of the brand
include strong marketing of them products (Krivokuća, 2020). This is because the company
conducts various campaigns and also, it also has a strong presence across social media platforms.
On the other hand, the different weaknesses of the brand include the quality of the products.
Apart from this, as far as the brand Neutrogena is concerned, the strength of the brand includes
that the quality of them products that is offered is high. On the other hand, the weaknesses of the
brand is that the products are somewhat priced high.
Part 5 – Macro Analysis – PESTEL
PESTEL analysis is an important framework that is used by organizations in order to
identify as well as analyze the different external environment factors that can have a potential
impact on the company as well as its operations. In context to the respective company, Clinique,
the company has decided to launch the new product, which is a herbal facewash in Singapore.
The PESTEL analysis of the same is described below –
Political Factors Singapore follows the parliamentary
democratic system in which the Prime
Minister and the President are the government
and country’s head (Lim, 2021). Singapore
follows the parliamentary democratic gadget
wherein the Prime Minister and the President
are the government and state’s head.
Economic Factors The younger technology has the tendency to
observe western lifestyle and values. The
citizens paintings hard and fulfill the
materialism desire. The urge to do well has
extended kingdom productivity. For
commercial enterprise sectors can, therefore,

anticipate higher buying power from clients.
Social Factors One of the primary reasons at the back of the
change in lifestyle and satisfactory of
existence is the technological development.
The internet performs a role in Singapore’s
development. It eased conversation and will
increase connectivity. The cost and time of
conducting enterprise reduced (Ojha and
et.al., 2021). It additionally boosted the social
networking as residents could effortlessly
connect with the rest of the world.
Technological Factors The respective company is a technologically
advanced country. And the people have
access to high speed internet as well as good
smartphones.
Environmental Factors One of the primary reasons in the back of the
change in lifestyle and exceptional of
existence is the technological development.
The net performs a role in Singapore’s
development. It eased communication and
will growth connectivity. The value and time
of engaging in employer decreased. It
additionally boosted the social networking as
residents may want to results easily connect to
the relaxation of the world.
Legal Factors There are various legislations as well as rules
that an organization has to adhere to if they
want to conduct their operations smoothly. If
any organization fails to comply with these, it

becomes difficult for them to compete as well
as stay relevant in the market.
Opportunities Threats
One of them opportunities for the respective
company, Clinique is that it can enhance as
well as expand its operations in other
countries.
Competition as well as a lack of proper
marketing technique or strategies are other
threats that can have a potential impact on the
overall functioning of the company.
technological factors can also pose threat to
the company as well as its growth.
Part 6 – Marketing Strategy
Segmentation – for the respective new product, the customers will be segmented based on
their demographics such as age, gender as well as occupation. Thus, women in the age groups of
20-40 years, will be segmented and since the product will be priced high, the income level of the
customer segment will also have to be high.
Targeting – The products will be targeted towards young women who are conscious
about their skin and do not prefer buying products with chemicals in them (Shilbury and et.al.,
2020). This will help in enhancing the overall sales of the firm.
Differentiating – the products will be differentiated based on the packaging as bright
colors that capture the attention of the customers will be used. This will also help in
differentiating the products from the customers.
Positioning – The product will be positioned in such a way that it is high end and made
with all the natural ingredients. This will also ensure that there is an increase in the overall brand
recognition among the customers in Singapore.

Part 7 – Marketing Mix
Marketing mix is an important component for the overall growth of an organization. This
is because it helps the company to attract as well as reach out to the appropriate customers’
group. the marketing mix for the company is as follows –
Product - Clinique is one of the leading agencies imparting skincare, cosmetics and so
on. All the goods made by way of Clinique laboratories are based on the fundamental 3 steps of
cleansing, exfoliating and moisturizing. All the products synthetic are clinically tested by way of
dermatologists and are synthetic as according to the requirements of hypersensitivity tested,
100% fragrance unfastened and appropriate for one-of-a-kind forms of pores and skin. Clinique
started with the venture of imparting beautifying products for women however in 1976 the
employer started out with men’s product line as well and have become the primary women's
beauty business enterprise to introduce men’s variety. Main purpose for the success of Clinique
is its adaptability to alternate as according to the desires of its customers and arising with form of
products with the aid of retaining the developing trends of the marketplace.
Price - As Clinique is always associated with the high-quality products, the charges of the
goods are barely at the higher quit (Tokarev, Shkarovskiy and Soldatova, 2020). The strategy
used is status pricing in its advertising blend. In this the customers relate satisfactory to the fee
and believe that the low cost merchandise will now not be capable of provide the equal end result
or provider that high fee products provide. Prestige pricing allows to create a brand cost and
convinces the clients that the product affords an added cost compared to its competition.
Place – Clinique have become one of the first beauty brands which furnished the online
store for shopping for its customers. Clinique expected the strength of on-line media and how
this can assist the logo to boom the sale. Apart from this, Clinique has continually believed in
setting up bodily shops to provide the customers a sense of belongingness (Wang, Song and Lu,
2021). These bodily stores have few trained consultants who help the clients with their pores and
skin associated queries. This creates a positive logo photograph and a experience of real care in
patron’s thoughts.
Promotion - Clinique generally indulges in conducting different sweepstakes and contests
to lure more customers and promote the brand. In 2007, Clinique launched Beauty Boot Camp to

launch Clinique's Acne Solutions Clear Skin System, to help acne-prone skin. In this contest,
10000 people were awarded with 2 complete months’ supply of Acne Solutions Clear Skin
System.
Part 8 – Recommendations
It is recommended that the company should analyze the trends within the Singaporean
market as this will help it in enhancing the overall sales. Apart from this, it will also ensure that
effective strategies are developed and that the plans that are made, are informed. Another thing
that is recommended to the company Clinique is to focus on its marketing strategies and
strengthen its online presence. This is because it will help in reaching out to as well as attracting
a greater number of customers. If the company implements these recommendations, it will be
abele to conduct its business operations in an effective as well as smooth manner.
Part 9 – CONCLUSION
From the above report, it can be concluded that marketing is an important aspect for any
organization and helps it in creating awareness as well as reaching out to a greater number of
customers. Whether it's miles a startup or a longtime business enterprise, PESTEL evaluation can
help each enterprise owner in figuring out huge modifications in the political, monetary, social,
technological, environmental, and legal elements. It enables agencies doing strategic planning to
enlarge their agencies. The STP version is useful when creating advertising and marketing
communications plans since it enables entrepreneurs to prioritize propositions and then develop
and deliver customized and applicable messages to engage with exclusive audiences. The three-
step funnel consists of market segmentation, market targeting, and product positioning.

REFERENCES
Books & Journals
AI Shajrawi, A., & Ali Khan, N. (2020). International Marketing in the Modern Era.
International Research Journal on Advanced Science Hub, 2, 16-19.
Aldoshyna, M. V., & Stryzhak, O. O. (2020). Relationship marketing in tourism.
Bezus, R., & Golovko, L. (2021). System approach to organic producers' marketing activities
based on the sustainable development concept.
Koku, P. S. (2020). Effect of the Patient Protection and Affordable Care Act on for-profit
hospitals in the USA. International Journal of Pharmaceutical and Healthcare
Marketing.
Krivokuća, M. (2020). Social responsibility in the application of integrated marketing
communication. Serbian Journal of Engineering Management, 5(2), 33-41.
Lim, W. M. (2021). A marketing mix typology for integrated care: the 10 Ps. Journal of
Strategic Marketing, 29(5), 453-469.
Ojha, P. & et.al., (2021). Indian Ethos in Marketing Ethics Influencing Consumer Behavior. In
Advances in Interdisciplinary Engineering (pp. 165-176). Springer, Singapore.
Shilbury, D. & et.al., (2020). Strategic sport marketing. Routledge.
Tokarev, B., Shkarovskiy, S., & Soldatova, N. (2020, March). Concept of Marketing Models
Combining at Stages of Innovative Startup Implementation. In Institute of Scientific
Communications Conference (pp. 1687-1695). Springer, Cham.
Wang, X., Song, P., & Lu, X. (2021, August). Marketing Principles of College Students’
Employment in the Era of Big Data. In The Sixth International Conference on
Information Management and Technology (pp. 1-4).