Estee Lauder Case Analysis by Fred David 12th Edition

A brand is what can either attract people to you or make people avoid you; people would identify you by the brand you portray. One can communicate their brand through actions and words. “It is essential to understand that wherever we are, in whatever we do, we are all building our brand”.

Her and her husband were the company at this time , only giving out a handful of products . In need of a facility to create these products the Lauders converted a Manhattan restaraunt into a factory. She would sell during the day and then cook up all her creams and oils at night. Estee landed her first department store order for her cosmetics. Saks Fifth Avenue bought $800 worth of cosmetics from Estee, which sold out in two days .Another good strategy Estee used was when someone bought one of her products you would get a free gift along with the purchase. The couple opened their first store in New York in 1944. Estees dedication to get her cosmetics in department stored payed off in the 1950s. Her line became a regular feature in stores such as :I. Magnin, Marshall Feild's, Nieman-Marcus and Bonwit Teller. The Lauders invested their entire $50,000 advertising budget in samples to be offered through direct mail, charity giveaways and as gifts with purchases. (Lauder's "free gift with purchase" technique would become a company trademark and later, a standard industry practice.) The result was thousands of new customers. Lauder continued to broaden her product line, introducing (among other things) male toiletries under the Aramis brand name and the first line of fashion-oriented, allergy-tested cosmetics, Clinique. In addition, Lauder set out to conquer the rest of the world, convincing Harrod's of London and Paris' Galleries Lafayette to carry her products. By the mid-1970s, Lauder's products were on the market in more than 70 countries

Her passion, perseverance, and resourcefulness gained her a spot among the great cosmetic retailers. Stated in Estee’s Biography, by Linda Peterson, “ When she was selling at beauty salons, she never lunched, for fear of missing a customer. When the family went on summer vacation, she'd make up the women relaxing poolside at resort hotels. In winter, she'd visit women's homes and give them beauty lessons while they played bridge.”. Estee’s drive and salesmanship formed at a young age and continued to grow as Estee Lauder did. In one attempt to sell her products to the first big retailer she was told no. Then after Estee accidentally dropped a bottle of her Youth Dew perfume on the floor, the smell spread throughout the store and customers were asking where to buy the product. The manager then withdrew his previous statement and ordered all of her stock. The store sold out in the next two days. Estee later created the “gift with purchase” sales technique that is now a staple for many cosmetic companies. With purchase of a certain amount or more, Estee would give away shavings of a lipstick or blush in wax paper. This was ingenious to Estee Lauder becauses often times the woman would come back and purchase them

The concern most employers have about older workers is their ability to perform, primarily because this opens up a host of issues such as safety and health. Even more to the point employers have concerns about an older workers physical malfunctions and their decline in mental capacity. But that argument is being challenged through healthy living habits such as exercise and proper diet.

Marketing Plan and Control Case study analysis- L’Oreal Nederland B.V. Group Names: Summary General L’Oreal is the largest cosmetic manufacturer in the world since 1992 and contributes sales to more than 100 countries. L’Oreal invested heavily in research and development with the faith: innovation was the critical success factor. L’Oreal was at a stage of making critical decision to introduce Synergie skin care line and Belle Couleur permanent hair colorants which were successfully marketed in France, to Nederland market. These two products were under the family brand name, Laboratories Garnie, the largest provision of L’Oreal. Their introductions to the market were under pressure as Garnie was not very well known in Nederland.

Her business idea was to create a line of cosmetics from natural ingredients.is was first located in

Born in an era where women aren’t so rampant on running their own business, Elizabeth Arden rose successfully that she eventually became not only one of the most triumphant business woman but an icon as well. The favorable feat of her company that rooted from about 100 years ago has continued to prosper making the name ‘Elizabeth Arden’ not only some person’s name but a trusted and believed brand in the field of women’s necessity line.

- Differentiation: What makes the brand stand out - Relevance: How consumers feel it meet their needs - Knowledge: How much consumers know about the brand - Esteem: How highly consumers regard and respect the brand The brand must be distinct and stand out in ways that relevance to consumers’ needs so as to be chosen by the consumers among thousands of brands in the market. However, before consumers respond to the brand’s communication efforts, the brand must be understood and understood correctly. That familiarity leads to a strong, positive consumer-brand connection.

1. What is a brand? Why does Unilever want fewer of them? According to the American Marketing Association (AMA), a brand is a “name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition”. However, as Keller highlights, a brand is also “something that has actually created a certain amount of awareness, reputation, prominence, and so on in the marketplace”. Therefore, a brand is an identity created to differentiate itself from the competitors and to be remembered in consumer’s mind.

SWOT ANALYSIS CORPORATE STRATEGY- International Expansion Amanda Ruiz SWOT Analysis Strengths Estée Lauder has an extremely large presence as the global leader in prestige beauty with products being sold in more than 150 countries. This global success is attributed to their focus on cultural relevance, making sure that their products, signage, marketing etc. appeals to

Introduction Estee Lauder Companies, Inc is a U.S manufacturer and marketer of skin care, cosmetics, hair-care and fragrance products. The company's headquarters are in New York City. It was founded in 1946 by Estee Lauder and her husband Joseph Lauder. Her first step was to convince Madison Avenue to carry her

| | Table of Contents Case Abstract 3 Vision Statement & Mission Statement 4 Vision Statement: 4 Mission Statement: 4 External Audit 5 Opportunities & Threats 5 Competitive Profile Matrix (CPM) 6 External Factor Evaluation (EFE) Matrix 7 Internal Audit 8 Strengths & Weakness 8 Financial Ratio Analysis 9 Internal Factor Evaluation (IFE) Matrix 10 SWOT Matrix 11 SPACE Matrix 12 Internal External Matrix 13 Recommendations 14 Case Abstract The Estee Lauder Companies Inc. engages in the manufacture, marketing, and sale of skin care, makeup, fragrance, and hair care products worldwide. It offers skin care products, including moisturizers, creams, lotions, cleansers, sun screens, and self-tanning products; and makeup products,

BRAND The word “Brand” owes its origin to the Norwegian word “brand” which means to burn. Farmers used to put some identification mark on the body of the livestock to distinguish their possession. Products are what companies make, but customers buy brands. Therefore marketers resorted to branding in order to distinguish their offeringsfrom similar products and services provided by their competitors. Additionally, it carries an inherent assurance to the customers that the quality of a purchase will be similar to earlier purchases of the same brand. A brand is a name, term, sign, symbol or design or a combination of one seller or a group of sellers and to differentiate them from those of competitors.

When people say brand, the brands that come to mind straight away would be Coca-Cola, Nike or even Versace. The dictionary defines a brand as ‘a kind or variety of something distinguished by some distinctive characteristic’. However, in marketing terms it is defined as ‘a name, term, sign, symbol or design, or a combination of these, intended to identify the goods or services of one seller or group of sellers of a product or service’ (Kotler, Brown, Adam, Burton, Armstrong, 2007). A brand can be defined in many ways, and there are several characteristics that make up a strong brand. Furthermore, strong brands have strong brand loyalty and the importance a strong brand is shown when brands expand their products. Moreover, brand strategy is

Brand Building: Branding often consists of a brand name, logo and slogan. Businesses would try their best in order to ensure the brand is recognisable in the market through advertisements. Businesses will trade market the brand so competitors cannot copy the same brand. Branding is a powerful tool when trying to sell products as it can help achieve marketing objectives such as becoming market leaders and it can raise customer’s awareness as well. In some instances the branding means, only certain colours and shapes is used and in other instances, it is more flexible. It takes time, money and effort to build a brand and to keep its position at the top in the market.