雅诗兰黛的市场分析

1.Introduction:

ThefirstpartisaboutthecompanyofTHEESTEELAUDER.ltisoneoftheleaders

fortheindustryofskincareproduct.Themostfamousproductforbrandisthecream

ofanti-senile.Exceptit,italsoownmanyotherfamousbrands.SuchasClinque.La

Mer、LABSERIES.Originsetc.

Then,isaboutthecompany'sbackground.Themottoforthecompanyis

"bringingthebesttoeveryonewetouch”.Whenthecompanysatupatthe

beginingjtownagroupofdedicatedfans.MrsLauderwasalsoputallofherenergies

todevelopcompany.ltisquiteclearthatsheachieveabigsuccess.Theproductof

YouthDewmadethisbrandmoreandmorepopular

2.Targetmarket

EsteeLaudercosmetics,high-incometargetmarketismainlyfemaleconsumers.

Ageprobablybetween25to50yearsold.Suchashigher-incomewhite-collarwomen

andfashionnewwomen.EsteeLauderchosethistargetmarketisbasedonthe

followingconsiderations:Firstofall,thebeautyandthepursuitofyoungfemale

psychologymakesthemloveandlongingforcosmeticsisfarmorethanmen.Choose

womenascosmetictargetcustomersiswise.

Secondly,womenshowedmenintheworkplacecomparedtothedifferencein

shrinking.Theproportionofhigh-payingwhite-collarwomenisrising.Morethan5,000

yuanmonthlysalaryofwhite-collarwomenareaminority.Strongspendingpowerof

thesepeople.

Finally,the20to30year-oldwomenontheirownhighestattentiontoappearance,

self-awarenessandself-esteem.Morelovecomparisons.Orisinloveperiod.Astrong

desiretobuycosmetics.Andhavesomepurchasingpower.31to50yearsoldwomen

aremadecertainachievementsintheircareers.Andtheirdesiretostayyoungisalso

stronger.Theywanttohaveayouthfulbeauty.Tendtobuyhigh-qualityhigh-end

cosmetics.However,EsteeLauderwillbetheirbestchoice.

EsteeLauderbrandfromthedateofbirthonthepositioninginthe"gorgeous,

noble,elegant."Itisbyvirtueofthehigh-endandluxurycosmeticsmarkettopofthe

pyramidstick.Alwaysadhereto"thebestfeelingtoeveryonewithourcontact."Itis

worthyofhigh-endcosmetics.Noble,professionalandpersonalizedEsteeLauder's

mostdistinctiveimage.

3.Promotionalactivities

WithL'OREALlaunchedapricereductionpromotionstrategy,EsteeLauder

learneditsexperienceforlow-incomeconsumersoflow-costproductstrategy.

Accordingtothepersoninchargesaid,EsteeLauderdecidedtolaunchmore

affordableproductsintheholiday.AndEsteeLaudercosmeticsarethemaintarget

consumerishigherincomewhite-collarwomenandthepursuitoffashionofthenew

women,whichislocatedin"gorgeous,nobleandelegant".Andforthosehigh-income

consumersisthroughthesampleapplication,DMormediapublicity,promotional

invitation,customerexperiencemarketing.Thisaccordingtolowincomeconsumers

setofvarioustypesofsalespromotionhavegoodresponse.

4.Retailingmix

(l)channelofdistribution

EsteeLaudergroupisworkingtodevelop"allchannels"retailstrategy.Selltheir

productsprimarilythroughthelimitedchannels;thiswasdoneinordertoobtain

effectscommensuratewiththeimageofitsproducts.Thesedistributionchannels

includeluxurydepartmentstores,boutiques,upmarketperfumestoresand

pharmacies,andsecondly,alsoincludeproprietaryshopsandstoresinthesupply

Cabinet,cruiseships,airplanesandairportsandduty-freeshopsinthecity.TakeJane

andAvedabrand,thecompanyaddedtwonewpointsofsalechannels,namely

selectedretailstoresandprofessionalbeautysalon.InNovember1998,thecompany

alsobegantoselltheirproductsonline.InApril,thecompanyannouncedmerger

website,includingthecomprehensivenetworkstrategy.Lauderhopesthroughe­

businesstostrengthenitsgloballeadershippositioninhigh-endbeautyproducts

industry.

(2)PLACESTRATEGY:

EsteeLaudercountersaremostlylocatedinthemiddleorhighershopping

malls.Becausethetrafficislargeandconsumptionishigh.Shoppingintheshopping

mallmakespeoplemoretrustworthybuy.ForexampleChinesewomenbuyskincare

andcosmeticsliketogotoshoppingcenters.Becausetheybelieveshoppingcenters.

Generallyinthemiddlegradeshoppingmallswherepeoplecanaffordtobuyor

maintenanceoftheproduct.

(3)pricestrategies

ThispartisaboutthepricestrategiesofTHEESTEELAUDER.Firstofall,toimprove

themarketshare;thecompanysellproductsasasettoappealmorecustomerstobuy

it.Becausemostofcoumsersthinkthatitismoresalerthantheoriginalproducts.They

justneedtopayhalfthepricetoenjoythepackageofproducts.Ontheotherhandjt

alsousetheprofitmaximizationtoadditsmarketshare.Soitspricesarehigherthan

commonbrand.

5.Marketingobjective

ESTEELAUDER7smainproductsincludeskincarecosmeticsandperfume.

MarketSegments

Consumergender:woman

Consumerincome:medium、wealthy

Femaleage:(1)20-30ages'consumers.Theseconsumerslikecosmetics.Their

skiniseasilyageingafteralongmake-up.SoEsteeLauder,sANR(AdvancedNight

Repair)seriesisaverygoodchoice.ANRseriesincludeEyecream、Eyeintensive

essenceexposedandMuscleessenceexposure.Theywanttobuycosmetics,because

theylikebeautiful.SoEsteeLauder'sLipstickLiquidfoundation.Powderareagood

choice.Itsremoverproductsalsoagreatchoice.

(2)31-50ages1consumers.Theseconsumersmostlyhavemarried,Beauty

make-upbecomesapartofeverydaylife.Theirconsumptionideastendtobestable,

impulsiveconsumptionisless.Theyhavedevelopedtoloyalcustomers.Theyhopeto

lookyoung,sotheypayattentiontobuyhighgrade、high-effectandhavecertain

drugfunction1sskincare.

6.SWOTanalysis

(1)Threats

Bothequal,inthehigh-endproductpositioning,markettohaveacleardivisionof

responsibilities,inaddition,itbelongstoJapanesecompanies,aremoresuitablefor

Asianskin,comparisonisbelongstothepeoplemoreacceptableproducts.

P&G'sproductpositioningtolow-endcustomers,althoughsaleshavedroppedin

recentyearsthetrend,buttheproductbenefits,formostconsumers.

Unilever'slow-endproductpositioningbelongtohighschoollevel,itstrategy

includepersonalcare,homeca