Touro University International
Student: Rodney Jenkins
MKT 501: Module # 4
Case Analysis: Promotion Strategy
Professor: Dr. John Livingstone
The cosmetic industry is a very lucrative, innovative, and fast paced industry where product innovation is the key to success. The introduction of internet marketing has opened another avenue to communicate product information to consumer. Estee Lauder has taken advantage of this with the development of it first web-based advertisement campaign for Advance Night Repair Concentrate.
The purpose of this paper is to determine if using web-based advertising encourage retailers to carry Estée Lauder's Advanced Night Repair Concentrate. Keeping in mind that a "pull strategy" is used to encourage consumers to ask retailers for the promoted products and since the product can be purchased directly from the company on its website, and since online shoppers for cosmetics are unlikely to be in-store cosmetics shoppers? In addition, define and discuss promotion, advertising, product life cycle, pull and push strategies as well as the strategy used during this product’s life cycle.
The Estée Lauder Companies Inc. is one of the world's leading manufacturers and marketers of skin care, makeup, and fragrance products. Their products are sold in over 130 countries in brand names such as Estée Lauder, Clinique, M-A-C, Tommy Hilfiger, Bumble and bumble and more. The company’s past success rest on its promotion and advertising ability, which are defined as:
- Promotion is the disseminating of information about a product to the consumer. It is where the products existence, price and availability are made known to the target market. It includes packaging, image, and name/trademark/branding. Promotions are done by offering samples or by discounting and special offers or coupons.
- Advertising is a paid one-way communication through which a sponsor is identified and the message is controlled....