Marketing Strategies and Analysis for Clinique SMART Eye Cream Report

This report provides a comprehensive analysis of the marketing strategies employed by Clinique for its SMART eye cream. It begins with an introduction to marketing principles and an overview of Clinique's product line. The core of the report focuses on segmentation, targeting, and positioning (STP) analysis, detailing the demographic segmentation and the target market of young women in the United Kingdom. A competitor analysis, highlighting L'Oreal as a key competitor, is also included. The report then delves into Clinique's marketing program and techniques, including events, digital promotion, direct mailing, and promotional campaigns. A detailed marketing mix analysis (product, price, place, promotion, people, physical evidence, and process) is presented, providing insights into each element of the marketing strategy. The report concludes by summarizing the key findings and emphasizing the importance of the implemented marketing techniques to create awareness among consumers. The references used in the report are also listed.

Principles of Sales and
Marketing

 The action and process of promoting and selling
products or services of the organisation is known as
marketing.
 In accordance with this context, the present study will
cover the aspects of marketing of goods manufactured
by Clinique.
 The segmentation, targeting and positioning and
marketing mix analysis will be made in this report. The
competitor analysis will be made in this poster order to
acquire information about company present position.
INTRODUCTION

 In market sector of skin care, make up and fragrance
products, Clinique Laboratories is one of the world's
leading manufacturer.
 The head office of the organisation in United Kingdom
is located at London.
 The management of the Clinique Laboratories deals
with multiple range of products which are related with
skin care and fragrances.
 It was established in 1968 with skin care and make-up
products and was founded by Evelyn Launder.
Overview of organisation

 Clinique SMART formula does
not affect the eye area and keep
the skin calm and comfortable.
 The company aiming to launch
the product on the auspicious
day of Christmas in London on
25th December 2017.
About Clinique SMART

 Segmentation, targeting and positioning is the modern marketing
approach. The approach is used by the marketing management of
the organisation in order to identify the what products and services
to be provided to different-different customers.
 In this context, the segmentation, targeting and positioning of
Clinique SMART eye cream is provided below:
Segmentation
Segmentation of customers is based on various analysis.
 Demographic: Clinique SMART is specifically made for all types
of customer above age 20.
 The product will help those individuals who have remained
engaged in work and forget to care about their eyes.
Segmentation, targeting and positioning

From the analysis of market economy of
United Kingdom, it was identified that
young women and girls are more
concerned about their skin and
beauty.
The product will aim to target the young
women and girls of United Kingdom.
It will help to increase the productivity
and profitability of the organisation
effectively and efficiently.
Market Targeting

 This is the last step of segmentation, targeting and
positioning.
 In this step, the organisation will position product on
the basis of most valuable customer segments.
 The mapping of Clinique SMART eye cream will be
prepared in this step.
Positioning

 From the analysis of the current market economy of
United Kingdom, it was identified that Loreal is the
current competitor of the Clinique Laboratories.
 It influences the market and customer base of the
organisation greatly.
 In competition of Clinqiue SMART, Loreal launches
Revita lLift volume filler eye cream.
Competitor Analysis

Events Description Duration
Newspaper and Magzines Clinique create awareness about its
Eye product with the use of advertising
marketing technique in which the
organisation will offer discounts and
schemes in Eye care product for
limited period. The company believes
that news papers are the most common
tactic to attract consumers.
The Skin care company advertise
about eye care product continuously 10
to 15 days in a month. (Alternate days)
Free Sampling In this the organisation will offer free
same of Eye care products in order to
make people aware about the
innovation and its benefits. This
marketing technique will assist
Clinique in gaining consumer loyalty
The free sample will be distributed at
time of promotional campaigning and
when the consumers visit the stores for
testing. This will be done for 7 days in
a month till 6 months.
MARKETING PROGRAM AND
TECHNIQUES

Events Description Duration
Digital promotion In this the company will advertise about is
Eye care products on social medial channels
such as, Instagram, Facebook, Twitter etc. In
this Clinique will focus on potential
consumers which have been analysed by
Segmentation, Targeting and Positioning.
Once in a day for almost 4 months
Direct mailing In this technique, Clinique will mail all the
product details and benefits to potential
consumers
Twice in a week
Promotional campaigns In this the, firm will organise promotional
events at all prime location s like, colleges,
Malls and overpopulated market areas to
attract consumer attention. Moreover, in this
Clinique will offer free testing scheme to
buyers.
Thrice a year at every Prime location.
CONTD.

Product
 All the products offered by Clinique are 100 percent
fragrance free and allergy tested.
 All the products of the company are enhanced keeping
in mind the sensitivity of individuals and market
requirement.
 The Skin care concept of firm is created by
Dermatologist in which it is focused on serving quality
of products.
MARKETING MIX

Price
 The products of company are comparative
expensive from its competitors like, Loreal, Garnier
etc.
 When launching Eye care product the company will
focus on using competitive pricing strategy where it
will offer Eye care product at slightly low price in
comparison to its competitors.
Place
 Clinique offers its services across the globe via
various distribution channels like, on online selling
sites such as, Myntra, Amazon etc.
CONTD.

Promotion
 The enterprise uses various promotional techniques to grab consumer
attention. The advertising campaign of company is “Creating unique
Beauty”
 The promotion techniques of the company do not discriminate between
skin type and tone but it promotes product with one specific message
in which it states that “Great skin can be created”
People
 In Clinique Eye Care Product plan the staff of company will be
focused on attracting consumers and for this the organisation will
organise specific training and development session for workers in
which it will make employees learn about the product specification in
order to clear the queries of Consumers at the time of Promotional
campaigning.
CONTD.

Physical Evidence
 The company has its stores and will focus on making easy
availability of this new launched Clinique Eye Care Product
in order to make acceptance easy for all buyers.
Process
 The process of buying Eye care product will be like all the
services, moreover the process will be defined to consumers
at all the platforms of promotion.
 In this the organisation will define step wise process and
following those steps will provide consumers a different
scheme over Clinique Eye Care Product
CONTD.

 It analysed the marketing strategies which will be used
by the organisation to create awareness among
consumers about the new product.
 It identified the marketing mix plan of the enterprise
for its Clinique Eye Care Product in which the
marketing team will focus on implementing every
technique which will assist the firm in attracting
consumers.
CONCLUSION

 Andaleeb, S.S., 2016. Market Segmentation, Targeting,
and Positioning. In Strategic Marketing Management in
Asia: Case Studies and Lessons across Industries (pp.
179-207). Emerald Group Publishing Limited.
 Hollensen, S., 2015. Marketing management: A
relationship approach. Pearson Education.
 Compare Reviews for Makeup Brands. 2016 [Online].
Available through:<
https://www.consumeraffairs.com/cosmetics/cosmetics.ht
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REFERENCES

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