Estee Lauder

Paper Summary:

The paper deals with a set of recommendations on proposed advertising for the leading cosmetic company Estee Lauder Inc. The paper begins by reviewing the company itself and its range of products. The analysis then looks at the different market segments it appeals to. Finally, the author has chosen a few segments where they feel a change in strategy may help the products to achieve greater market shares.

From the Paper:

"The company was first founded in New York City in 1946 by Estee Lauder, by whose name the company is known for and her husband Joseph Lauder. It was the effort of Mrs. Lauder, which brought the company to its pinnacle success. Estee Lauder started from the very bottom selling skin creams concocted by her uncle. The products were good, but similar products were available in the market. Estee succeeded because of her marketing strategy and she worked hard to achieve her success. Estee Lauder was a very much quality conscious, but her ability to compete in terms of a saleswoman was much more convincing."

More papers on Estee Lauder:

• Essay # 23163 : "Estee Lauder in Asia"
• Case Study # 100866 : "Marketing Estee Lauder Products"
• Case Study # 74757 : "Financial Analysis of Estee Lauder Company"

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