Marketing Plan Report: Clinique's Eye Cream Marketing Strategy

This report outlines a comprehensive marketing plan for Clinique's eye cream, addressing the role of marketing in meeting organizational objectives within the FMCG sector. It analyzes the current market, competitive landscape, and employs tools like SWOT and Porter's Five Forces to assess Clinique'...Read More

MARKETING PLAN

Table of Contents
INTRODUCTION...........................................................................................................................1
Role of marketing in meeting organisational objectives........................................................1
Current market and sectors in which the organisation operates.............................................2
Marketing plan........................................................................................................................4
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Effectiveness of an organisation lies within the antithetic operations that are performed
within it. Marketing is one of the most important business function that brings the establishment
closer to its goals and objectives of becoming the market leader (Elenkov, 2014). There are
various advantages that can be reserved by making use of impelling promotional activities.
However, it should be recognise that it requires a full proof plan comprising all the internal and
external factors that are associated with this operation. In the present report, a marketing plan
will be prepared for a product developed by the organisation Clinique- an eye cream. This plan
will contain all the details such as segmentation, targeting and positioning, objectives, etc.
Role of marketing in meeting organisational objectives
Marketing is regarded as the most important operation of an entity that ensures the
success of a firm by raising the sales. This process involves promoting and selling of products or
services of the entity. In context to meeting organisational aims and objectives, the role played
by the tool is recommendable (Wood, 2014). An impelling plan prepared for the marketing
covers all the important aspects of business that can assist in improving the overall value. From
research of needs and demands of customers to the increment in sales, marketing tactics holds a
significant place. In the present context, some of the major roles that are been played by the
marketing function are as follows:
 Defining and managing Clinique as a brand: It is referred to be one of the biggest
advantage that is gained by the organisation. Strong brand image development bring with
various other benefits that assist in improving the existence of a company. The marketing
practices involved in the business are highly concerned with getting the recognition of the
organisation's name so that maximum people can avail the products and services.
 Promoting products of Clinique by conducting campaigns: Marketing functions includes
the undertaking of promotional campaigns that assists in boosting the sales of the
products and service developed by the entity. The eye cream produced (Darroch, 2014).
 Developing effective plan: There exist one more important role of marketing and that is
to develop effective plan for the promotion of products and services. This plan acts as a
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guideline while undertaking the business operation. This, in turn, bring effectiveness in
the operations.
 Research of market needs and demands: The basis of all the business activities is the
identification of the needs and demands of customers so that effective product can be
developed. In this order, marketing aims on the identification of the rising expectation of
the customers by its very first step of external environmental assessment (Hollensen,
2015),
Current market and sectors in which the organisation operates
The organisation chosen for the present undertaking, Clinique laboratories LLC operates
in FMCG sector. It is American manufactures of the various products of skincare, cosmetics,
fragrances, etc. The products of chosen firm are usually sold in high end departmental stores.
The company was founded about half decade ago in New York City. This long span of time has
rendered a strong brand image of the entity (Bickhoff, Hollensen, and Opresnik, 2014).
However, in order to sustain in the present era of high competition existing in the cosmetic
sector, the organisation is required to develop effective business strategies. Marketing is one of
those tool which can bring effectiveness in the value of the company by increasing the customer
base. The major competitors of the mentioned company includes L'Oreal, MAC, Bobbi Brown
and Lancome. In order to analyse the position of the entity, all internal and external factors are
need to be assessed. For this, the reliable tools that can be used are: SWOT analysis and Porter's
Five Force Generic model.
SWOT Analysis
Strengths Weaknesses
The selected company has strong
understanding and experience in the
working sector.
The promotional activities helps in
drawing attention of large customer base.
There are different locations where
Clinique operates.
The low pricing structure of the products
impacts on consumers' perception on
quality.
As compared to the other key competitors,
the brand image is not much effective.
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The quality of products is
recommendable.
Opportunities Threats
Clinique can increase company sales by
making use of online tools and social
media platforms.
The entity can make use of the effective
testing of the products in creating brand
image (Schlegelmilc 2016)
There is intense competition in the
FMCG industry particularly in cosmetics
sector.
The variable economical conditions of the
operating country generates different rates
that affects the business operations.
Porter's Five Force Analysis: As per this model there are basically five factors that drives the
business and states about its effectiveness. These elements along with the forces that apply on the
Clinique Laboratories LCC are mentioned in the table present below:
Five force element Affect Description
Threat of new
entrants
High In the FMCG sector, each and every day a large number of
organisations are getting added. This will create problems
of the Clinique as the customer based will be affected due to
this.
Threat of substitutes Medium The demands of organic products has been increased. It can
substitute the present products and services which will
affect the business value of existing cosmetic companies
including Clinique (Huang and Sarigöllü, E2014)
Bargaining power
of customers
High There exist a large number of entities operating the selected
sector which yields in intense competition. Due to this the
bargaining power of consumers has been raised.
Bargaining power
of suppliers
Medium The companies operating in the selected business sector are
very large in figure and all relies on the raw materials
essential in manufacturing. This thing increase the demand
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to the suppliers that further results in high bargaining power
(Thijsen, Tong, and van Leer, 2014).
Industry Rivalry High The rivalry in the selected industry is high due to less easy
procedures of setting up cosmetic companies. The
investment required is also low henceforth, there exists a
high level of industrial rivalry.
Marketing plan
Executive Summary
Marketing plan assists in carrying out the effective promotional activities. This plan acts
as a blueprint of the actions that are to be taken and accomplished within a stipulated time frame.
In addition to this, the present plan is presented to promote the newly developed product,
'Clinique eye cream'.
Company Overview
The organisation for which the marketing plan has been developed belongs to the FMCG
and working from last 50 years. The entity was established in 1968 with skin care and make-up
products by Evelyn Launder. It deals with varied range of products associated with the skin care
and fragrances. In the long span of the time, the entity has gained a reliable experience in the
sector. However, it should be recognised that the organisation lags from other major competitors
in the brand image and in order to gain recognition, Clinique is required to develop effective
strategies (Hamzah and Sutanto, 2016).
Marketing Strategy
Marketing Mix
In order to analyse the different elements that are associated with the marketing, Clinique
laboratories can make use of marketing mix for the assessment. They are as follows: Product: The products developed by the selected company Clinique are 100 percent
fragrance free. For this, cosmetic for different skin types has been produced by the entity.
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In addition to this, all the cosmetics are tested to assure quality in them. Also, these
offerings are developed under the assistance of dermatologists. The selected product for
the marketing is Clinique eye cream is based on a smart formula that it does not affect the
eye area and keep the skin calm and comfortable (Armstrong, Kotler, Harker and
Brennan, 2015) Place: The product will be launches on Christmas day of 2017 on the various high end
departmental stores. Also, one can access them from some of the regional stores which
are licensed to sell the products of Clinique. In addition to this, online sites can be
accessed by the customers for buying the eye cream. Price: Like other products of the entity, the pricing structure of the Clinique eye cream is
also nominals. The low prices are setted after considering the income factor. Also, it will
help in developing bigger consumer base. Promotion: In order to promote the product,, social media sites will be used. Along with
this, the other promotional tools involves, posters, pamphlets, etc. People: The employees of the firm are very experienced in the cosmetic manufacturing.
In addition to this, Clinique eye cream will be developed under the care of dermatologists
and eye specialists so that quality and other parameters can be addressed effectively. Processes: The process of buying Clinique eye care product will be similar to the
purchasing of other products of the organisation. Moreover the process will be defined to
consumers at all the platforms of promotion (Armstrong, Kotler, Harker and Brennan,
2015).
 Physical-evidence: The entity pays high attention on the comfort of people. For this, the
organisation is aiming on easy availability of the Clinique Eye Care Product.
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Objectives: All the organisations that belongs to public and private sector aims on earning
maximum profit with the minimum input. In order to achieve that companies implement different
strategies that can increase the profit. In order to achieve the mentioned goal, the objectives of
Clinique Laboratories are as follows:
 To introduce new product in the market that can increase company sales.
 To increase the customer base of the establishment by making use of effective marketing
and sales techniques.
Strategy
Segmentation, Targetting, Positioning (STP): This is the complete package that can be used by
the Clinique Laboratories LLC to increase the sales of the developed product. The
implementation of this tool comprises of three basic steps to perform, these are explained below: Segmentation: Clinique eye cream is specifically made for all types of customer above
age 20. The product will emphasise on those individuals who have remained engaged in
work and forget to care about their eyes.(Darroch, 2014) Targeting: The market will target customers on the basis of age as demographic factor.
The entity will further target on the people with all the high and medium class economy.
 Positioning: In this step, the organisation will position product on the basis of most
valuable features. They are allergy tested, 100% fragrance free and high quality.
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Illustration 1: Elements of Marketing Mix
Source: (Darroch, 2014)

Market entry strategy: There are different market entry methods as per the growth strategy of
Ansoff's Matrix. The chosen company can make use of the tactic that effectively fits the
requirements of the entity. These market entry methods are explained further:
 Market development: In this type of business growth strategy, the previously unexplored
markets are selected for the development.
 Market penetration: In this growth strategy, the aim of the entity is to increase the sales of
the existing products with the help of promotional activities.
 Product development: The objective of this growth strategy is to develop new products
and services in the existing market places.
 Diversification: This is the complete diversification of the business. In this, new products
are developed and launched in new market places(Wood, 2014)
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Illustration 2: STP Process
Source: .(Bickhoff, Hollensen, and Opresnik, 2014). . .

The market entry or growth strategy that is selected for the present marketing plan is the
"product development". It is due to the fact that it does not require the
Sales strategies
The strategy chosen by the company for increasing the sales of the newly developed
product includes that free samples will be send to the celebrities and they will be asked for
posting pictures on social media sites (Elenkov, 2014)This will assist in drawing attraction of
large consumer size. Also, discount will be given to the early birds.
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Illustration 3: Ansoff's Matrix
Source: (Wood, 2014)

Budgeting: The overall process of the marketing will include various steps. All these task are
having some investment. The proposed budget of the product promotion is as follows:
CONCLUSION
From the present study it can be concluded that marketing plays a crucial role in the
development of an organisation. There exist different methods that can be used for the
marketing. In addition to this, a plan has also been prepared in the present undertaking to
perform each and every task effectively.
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REFERENCES
Books and Journals
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Bickhoff, N., Hollensen, S. and Opresnik, M., 2014. Step 2: Strategic and Operative Marketing
Planning—Segmenting, Targeting, Positioning. In The Quintessence of Marketing (pp.
47-110). Springer Berlin Heidelberg.
Darroch, J., 2014. Ansoff’s Growth Matrix—In Detail. In Why Marketing to Women Doesn’t
Work (pp. 131-147). Palgrave Macmillan UK.
Elenkov, D., 2014. Experiential Exercise with Multinational Student Teams: Researching
Together a Multinational Corporation and Developing Jointly a Strategic Marketing
Plan for IT Using Blackboard. Developments in Business Simulation and Experiential
Learning. 41.
Hamzah, S.B. and Sutanto, J.E., 2016. The Role of Marketing Mix (7P) for Consumer Buying
Decision Pastry Cake in Malang City.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp.
113-132). Springer New York.
Schlegelmilch, B.B., 2016. Segmenting Targeting and Positioning in Global Markets. In Global
Marketing Strategy(pp. 63-82). Springer International Publishing.
Thijsen, T., Tong, T. and van Leer, J., 2014. Ansoff Model. Marketing.
Wood, M.B., 2014. The marketing plan handbook. Pearson.
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