Marketing Estee Lauder Products Case Study by ChristopherK

Marketing Estee Lauder Products
This paper looks at the marketing of an Estee Lauder product via the Internet.
# 100866 | 1,052 words | 7 sources | MLA | 2007 | US


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Description:

The writer discusses whether using web-based advertising will encourage retailers to carry Estee Lauder's Advanced Night Repair Concentrate. The writer looks at this issue keeping in mind that a "pull strategy" is used to encourage consumers to ask retailers for the promoted products, rather than purchasing it directly from the company on its website, since online shoppers for cosmetics are unlikely to be in-store cosmetics shoppers. The writer notes that one must consider the promotional aspects of the product, advertising, where the product is in its life cycle, and the types of advertising strategy used whether it be a push or a pull strategy. The writer argues that through this relatively new medium, Estee Lauder's strategy to advertise online will work well in promoting Advanced Night Repair Concentrate leading to more interest in the product and consequently more sales.

From the Paper:

"In addition to advertising, there are other types of promotions that must be used to form the base of a promotion mix. Personal selling involves relationship building and builds brand loyalty. Sales promotions are aimed at lagging sales and usually are quick and short-lived. Public relations build a good corporate image. Direct marketing is used to target individuals and hopes to gain lasting customers. Each of these plays a role in the overall mix depending on where a product lies in its life cycle. A product life cycle is where in the overall timeline a product lies. Stages consist of introduction, growth, maturity, and decline. These stages are characterized by the revenue generated by the product and determine what type of promotion and advertising will be most successful historically. The first two stages involve heavy advertising and promotion to a broad audience to build consumer awareness. Once in the mature stage, advertising decreases but promotions and personal selling continue. As a product declines, advertising and promotions discontinue and manufacturers try to liquidate the product."

Sample of Sources Used:

  • Byron, Ellen (2006, September 19). Estee Lauder Tests Web-Ad Waters. The Wall Street Journal, Page B6.
  • Dictionary (2007). Definition of Promotion. Retrieved on November 23, 2007 from www.dictionary.com.
  • Forester Research (2005, May 24). Online Retail Sales, Profitability Continue Climb, According To Shop.org/Forrester Research: US Online Sales Expected To Hit $172 Billion In 2005. Forrester Research.
  • Frazier, Mya (2006, August 7). Newspapers Brace for Macy's Advertising Shifts: Federated Could Move Some $425 Million Out of Local Print, Broadcast. Advertising Age. (Midwest region edition). Chicago: Aug 7, 2006. Vol. 77, Iss. 32; pg. 3.
  • Kismodel, David (2006, August 17). Retailers Look to Cash In On Boom in Internet Ads. The Wall Street Journal.

Cite this Case Study:

APA Format

Marketing Estee Lauder Products (2008, February 08) Retrieved August 18, 2019, from https://www.academon.com/case-study/marketing-estee-lauder-products-100866/

MLA Format

"Marketing Estee Lauder Products" 08 February 2008. Web. 18 August. 2019. <https://www.academon.com/case-study/marketing-estee-lauder-products-100866/>

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