Examining the ad campaign used by Estee Lauder Internation to attract Asian markets.
Written in 2002; 996 words; 2 sources; MLA; $ 35.95
Paper Summary:
This paper looks at the new marketing strategies being used by Estee Lauder International in their bids to enter and break into the Asian beauty market. It examines the differences in culture and concepts of "beauty" and what Asian women consider to be attractive. It also discusses which Estee Lauder products would be successful for Asian features.
From the Paper:
"In 2002, Estee Lauder plans to bring the younger and fresher image to accentuate the brand for the existing customers in the US and Europe. The decision to establish new campaign in four different seasons this year is a fresh splash on public recognition. Using the new strategy, the companies can also advantage from the new look to penetrate deeper into the less explored international market."
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