6. Consumer decision making

Today in order for a company to be successful it must understand the changes in the consumer market and adapt to those changes. Not only that, companies have to understand consumers, their attitudes towards products and what motivates them to buy a certain product.
Clinique takes great importance in understanding it's consumers and knows that effective consumer-orientad marketing is a key factor for success in the highly competitive cosmetic industry.
Clinique would like its young audience to perceive its brand as quality products made with natural ingredients that provide innovation, and fresh, clean looks to younger women looking for what Clinique offers in respect to cost, performance and technology. Clinique's line of quality skin care products and  knowledgeable consultants provide innovative client-oriented solutions to healthy and radiant looking skin that is always in style.

Changes in the consumer market

I already mentioned that today's population is becoming older and that demand for anti-wrinkle cream is increasing. For instance, the baby-boom generation today represent a big percentage of the American population, but also represent a potential market for Clinique's anti-age treatment.
Another important trend is that consumers are more aware of enviromental issues and will probably favor a company that takes environmental issues into consideration. All of the companies in the Estee Lauder Inc. group have environmental programs such as pollution prevention, waste minimization and recycling practices. ( Environmental and Safety Policy)

5. Developing a Global Vision

Clinique launching mobile apps in Asia

 

Emily Culp of Clinique

Emily Culp, Global Digital Marketing & Media director at Clinique, announced that the brand piloted its latest mobile app in Korea to ensure global adoption.

In February, they developed the Clinique Forecast mobile application to be launched as a test-and-learn in Korea to confirm whether mobile applications had traction with their consumer. The app was developed to help keep the user updated on the current weather, UV, pollution and humidity conditions as well as learn condition-relevant skin care tips. They wanted to ensure that the products being recommended were relevant to current weather conditions so users could help protect their skin accordingly. With the Asia markets leading the way in terms of mobile use, they chose to pilot the Clinique Forecast app in Korea. 

Many people are involved in the development and success of a mobile application. Getting to know the partners and having a close relationship with them will help Clinique in the future. It can also be very helpful and advantageous to know their consumers feedback. They regularly ask Facebook and Twitter users for feedback and reference user reviews to help them address relevant consumer needs. All of these efforts have helped make the launch of the Clinique Forecast app a success. In fact, it was ranked #2 on Apple’s “New and Noteworthy” list of top apps within the first month of it being launched. 

Mobile application approach

Clinique realizes that the best mobile application experiences start when they are created specifically for mobile. The mobile experience is unique in many ways; the mobile screen is always with the consumers and enables them to instantaneously connect with the brand whenever and wherever they are. Additionally, mobile (especially applications) allows unique, on-the-go functionality unavailable with traditional web. By embracing the utilities unique to mobile, such as the camera, GPS and push notification, they are able to reach the consumer through new touch points. Finally, the mobile space moves faster than the web’s so it is better to have the latest approach.

4.The Marketing Environment

The cosmetic industry today is growing rapidly. Today more than ever people are concerned about how the look and search for ways how to improve their looks. This trend isn't just clearly noticable in the female population, but also very significant in the male population( metrosexuals). Social environment An important trend that is occuring today is that the population is getting older, and at the same time with a little help from the media people are becoming more aware of the importance of their appearance. Also, people are becoming more demanding and want the best for themselves, meaning quality. This gives high-quality cosmetic companies, which already have a brand name, like Clinique a competitive advantage. Estee Lauder Inc., including Clinique have successfully adapted to the new movement called consumerism, which protects the rights of buyers. Clinique is commited to providing customers with innovative cosmetic products of the highest quality and outstanding service. ( Commitment and Principles) Competitive environment The cosmetic industry today is dominated by a small number of multinational companies, with big market shares. This industry grows significantly every year, making it very attractive for new entrants. Prestigious brands like Clinique are not only facing fierce competition from domestic new entrants, but also from international brands such as Shiseido, a popular Japanese brand. Environmental responsibility Precautionary Principle: The traditional definition of the Precautionary Principle has three elements:threat of harm; scientific uncertainty; and preventive, precautionary action. According to experts in this area, the final test for knowing when to apply the Precautionary Principle is the combination of threat of harm and scientific uncertainty. At this time, Estee Lauder Inc., including Clinique are reviewing this complex process which must take into consideration the different regulatory obligations in the countries where they  operate, the shifting nature of information and opinion on environmental matters, and their responsibilities to all of their Company's stakeholders, including consumers. In the meantime, they comply with applicable worldwide regulations, continuously monitore their products for safety and actively analyze peer-reviewed research.

3. Social responsibility & ethical considerations

Sustainability crosses many avenues in the Company. Clinique strives to optimize the use of natural resources and reduce their carbon footprint. Their commitment to the communities and the health and wellness of consumers and employees is engrained in their corporate culture.Clinique pays great attention to the safety and health of  consumers, bio-diversity,energy conservation and good corporate ethics.

• Clinique is a member of the Sustainable Packaging Coalition. In fact, their Origins brand developed a line of packaging that is manufactured, printed and folded using 100% renewable energy resources.
• In Fiscal Year 2006, they reduced the total waste generated and disposal costs.
• They recently implemented an array of smart transportation initiatives to combine shipments and reduce the amount of outgoing materials shipped via air freight.

They are focused on the need to ensure a healthy future for their consumers, employees and the communities.

ETHICAL CONSIDERATIONS   Animal testing. It is the corporate goal of The Estée Lauder Companies to seek the complete elimination of animal testing on cosmetic products and ingredients worldwide. It is their policy not to test on animals nor to ask others to test on their behalf except where required by law. They were one of the first companies to mandate complete replacement of animal tests on finished products. They voluntarily stopped testing their products on animals nearly 20 years ago. They have been in the forefront of efforts to use clinical tests that do no harm to living entities while ensuring safe, efficacious products for customers. They partner with associations and institutions worldwide to achieve the corporate goal.

2. Strategic planning for competitive advantage

Estee Lauder Inc. represents the corporate level, while Clinique is a business unit inside Estee Lauder Inc. and represents the business level together with other cosmetic companies that Estee Lauder consists of. Each level has a strategic plan. The Estee Lauder Inc. strategic plan gives directions to Clinique's strategic plan.
Corporate strategic plan
The vision of Estee Lauder Inc. achieved a respectable image and reputation in the cosmetic industry by concentrating on high quality cosmetics, respecting consumer rights and enviromental issues and particapating in social responsibility actions.The main corporate growth strategies that are used are constantly developing new products and expanding globally.

 

Business Strategic plan

Clinique has achieved competitive advantage through product differentiation. The main difference between Clinique and other cosmetic brands is that Clinique emphasizes on laboratory development, dermatologist-recommended products, and mild and hypoallergenic ingredients. This has helped Clinique create a favourable image of a brand that concentrates not only on beauty, but more on healthy and radiant skin. To save this image and reputation of a clean and heath-oriented brand, their sales representatives wear lab coats.Their products are sold in upscale department stores in order to keep their image of a high quality brand. Clinique uses a segmented approach rather than a mass approach.

1.CLINIQUE: Brief history

Clinique Laboratories, LLC.

Type	Division of holding company (Estée Lauder Companies, Inc.)
Industry	Consumer goods
Founded	1968
Headquarters	New York, United States of America
Products	Cosmetics & beauty
Parent	Estée Lauder Companies, Inc.
Website	www.clinique.com

Clinique, an offshoot of the Estee Lauder Company, was founded in 1968. It’s charter, which is somewhat different than most cosmetic companies, is to meet individual skin care needs. Rather than selling a universal solution to all customers regardless of skin type, Clinique, with its unique line of skin care products, seeks to customize its approach to skin care, to the specific individual.  Chemists and dermatologists at Clinique formulated a skin care system, which is based on a 3-Step System of cleansing, toning and moisturizing the skin. The basic assumption behind the Clinique method is thewith skin toner. Dr Lazslo was a large critic of fragrance in skin-care products; he developed a set of guidelines to determine the client's exact skin type and needs (called "clocking"); he stressed the significance of thorough cleansing and removing makeup; and established a testing lab to evaluate the tolerance for his products before they were sent to market. All of these ideas have become Clinique signatures, much to Erno Lazslo's chagrin. maintenance of hygiene and cleanliness as the foundation of caring for all skin conditions. All Clinique products are allergy tested and many are 100% fragrance free. Originality Clinique bears more than a subtle resemblance to the late Dr. Erno Lazslo's concept of skin care. His philosophies are mirrored at Clinique: cleanse with soap, rinse very thorughly and then re-establish pH with skin toner. Dr Lazslo was a large critic of fragrance in skin-care products; he developed a set of guidelines to determine the client's exact skin type and needs (called "clocking"); he stressed the significance of thorough cleansing and removing makeup; and established a testing lab to evaluate the tolerance for his products before they were sent to market. All of these ideas have become Clinique signatures, much to Erno Lazslo's chagrin.

Mission Statement

Mission statement

Clinique as a part of The Estee Lauder Companies is "Bringing

the best to everyone we touch". By "the best" we mean products,

the best people and the best ideas.