1. MARKETING PLAN
Marketing Strategy Operations

2. CLINIQUE
 One of the world’s leading designers and
manufacturers of prestige skin care products.
 Formed as a spin-off of the Estee Lauder
Company.
 Established in 1968 in New York, USA.
 Sold in more than 130 countries.

3. MARKET
Market:
Skin care
Size:
2011 Appr. £964m (UK)
2010 Appr. £930m (UK)
Grew. 4% (UK)
Segment:
Facial
The market is set to
grow an impressive
31% to reach £1.3
billion by 2016.

4. PRODUCT DEFINITION
 Essential soothing care product for
sensitive, hypersensitive, allergic and
irritated skin.
 Soothing action for: sunburn, after
anti-acne treatment, nappy rash,
various forms of irritations, razor burn,
after hair removal.
 Cleansing for outdoor activities and
Summer make-up
 Available in 50ml 150ml and 300ml

5. ENVIRONMENT ANALYSIS
Local, regional and global rules
Taxation and measures to minimise unemployment
The market environment is becoming highly competitive
A prestige product that is extensively researched, better for the
consumer skin and personalized to all of types of skin
Customers can buy products online at www.clinique.com and can
be delivered anywhere in more than 130 countries.
Clinique does not test on animals and it use environmental friendly
materials to developed products.
Strict Health and Safety guidelines to manufacture their products.
P
E
S
T
E
L

6. SWOT
Pioneer of
dermatological
cosmetics and skin
care .
All the thoroughly
products are tested.
High cost for
its product research
and development.
A Brand that has
credibility and
worldwide
recognition
There are so many
competitors.
Illegal counterfeited
products are sold in
many different
markets
Strengt
h
ThreatsOpportunities
Weaknes
s

7. COMPETITORS
EAU THERMALE Avene :
French dermo-cosmetic
brand dedicated to each
level of skin.
Same product: Thermal
water spray with similar
features.
Market of skin care
La Roche-posay: French
company founded in 1928
committed to produce
products for the skin.
0
5
10
15
20
Price
Price

8. COMPETITORS
 Demographic Target
Middle class female
business woman and
housewife
Ages between 25-50
years.
Price
Brand
TARGET

9. OBJECTIVES
 Increase 5% market share by one year
 Increase the length of product line
 Create awareness of Clinique Thermal
water in consumers by 25% by the end
of December 2012
 Increase Profits by 2%
 Provide costumer satisfaction with lower
cost while maintaining the high quality
standards of the Clinique brand

10. MARKETING MIX

11. PRODUCT
• 3 different sizes
• All skin typesVariety
• Best quality given by the
dermatologists of CliniqueQuality
• Lightweight aluminum bottle, ease-
of-use sprayDesign
Features
Name
Package
• Refreshes, soothes and tones on
contact
• Perfect to use during work, travel daily
care
• Clinique Thermal water spray
• Environmental friendly resources
• White bottle to help brand unification

12. PRICE
Give free samples
to loyal customer
and when there's
a purchase of a
product of Clinique
Promotional price
strategy with a
10% discount
when consumers
buy more than 2
Clinique Thermal
water Spray
INTRODUCTION GROWTH MATURITY
Penetration pricing
technique, setting a
low price to attract
new costumers

13. PLACE
 Pharmacies
 Supermarkets
 Department
Stores
 Clinique Stores

14. PROMOTION
 Increase public
acceptance:
For six months strong
advertising with bill boards,
Magazines and news
papers

15. PROMOTION
 Increase sales of the
product:
Clinique offers a free bag
with the purchase of three
products of Clinique
including the Thermal Water
In the decline stage of the
life cycle Clinique offers a
small free gift with the
purchase of two Thermal
Water Spray

16. PROMOTION
 Public Relation
Strong PR by creating
advertising with images for
public transportation and
promoting a greener product
 Personal Selling
Show in some of the
Clinique stores and
department stores what the
product does and how it
work and its advantages

17. PROMOTION
 Direct Marketing
Send emails to all
subscribed customers
offering a web discount
code for the purchase
of the new Thermal
Water

18. THANK
YOU