1. Marketing Plan
By: Zara, Jenny, Jessica, Kayyan, Wingsum,
and Zhuo Cai

2. • Clinqiue is the first dermatologist-created cosmetic brand.
• Major player in the cosmetics market
• This plan was developed to find opportunities to provide a
greater value to the Clinique brand.
• The company will use today’s social media trends to market to
Millennials and increase market share
Executive summary

3. To be the most trusted Prestige beauty brand in
the world, with market leadership and authority in
Dermatological Skincare and Foundation.
Mission statement

4. Market Potential
Estimated worth of 190.6 billion dollars

5. Objectives
• Increase the market share of Clinique’s products
• Changing its “OLD” image
• Increase brand awareness to the
target market
• Establish a clear brand position:
“Catering to different skin types of the customers and
providing customers in the best, safest and the healthiest way
to improve the conditions of their skin.”

6. Target Markets
The company segments the market according to:
• Individual needs, skin types and age
Primarily Targets
• Young people, women and men, between ages 18 to 25
o New touch to the skin care products
o Lack of information about skin care
o Problematic skin types, such as acne-prone skin and sensitive skin
• People who are looking for improving their skin
○ For example, founding anti-aging solutions (especially for ages 25+)

7. SWOT Analysis -- Strengths
Products are all
dermatologists
created
Trusted brand part
of Estee Lauder
Companies
Allergy Tested
100% Fragrance
Free
Well educated
consultants like no
others in the
industry
Consultants’
uniforms resemble
dermatologist's
Extensive lines of
tailored products
for ALL skin types

8. Unclear Brand
Positioning
Low marketing
efforts
Unattractive
Packaging
Weak makeup
sector
Too many steps in
the routine for
some customers
Lower price gives
the impression
that it is of lesser
quality
STAND OUT from the Crowd
SWOT Analysis -- Weaknesses

9. SWOT Analysis -- Opportunities
3.8% growth in the
cosmetics industry
4.2% growth in
prestige brands
Social media is
increasing the
market size of the
cosmetics industry
Endorse popular
makeup Gurus to
promote products
International
shipping on
country specific
products
$190.6 BILLION
industry globally

10. SWOT Analysis -- Threats
Decrease in sales
within department
stores
High availability of
substitutes
Up and coming
online based
cosmetics
companies
Low switching cost
for consumers

11. Michael Porter’s Five Forces Analysis
Rivalry among
Competitors
Potential New
Entrants (HIGH)
Threat of
Substitute
Products (HIGH)
Bargaining
Power of
Buyers (HIGH)
Bargaining
Power of
Suppliers (LOW)
More and more
online based
companies
Many products
offering similar
benefits
Product reviews,
and side by side
comparisons
online

12. Formulating The Marketing Strategy
Product Strategy
• “Bringing the Best to Everyone We Touch”
• Concept of dermatologist-created skincare
• Ophthalmologist-tested makeup
• Simple 3-Step Routine
o Step 1: Cleanse
o Step 2: Exfoliate
o Step 3: Moisturize
* Natural - 100% fragrance free, allergy tested *

13. Product Strategy (Cont’d)
Provide the most effective and safe products - diagnostic tool
By Skin Type
Very Dry/Dry
Dry Combination
Combination Oily
Oily
Acne-Prone
Men’s: Dry to Normal

14. Pricing Strategy
• Premium Pricing
o Higher prices than most cosmetic companies such as Revlon, Garnier
o Slightly lower than similar companies on the high-end cosmetic market
o Connect price with quality and uniqueness
• Target Market
o less price sensitive, focus on quality of products
o Create a favorable image of a high-quality cosmetic company

15. ● Advertising our campaign: Creating Unique Beauty
○ To young women who have trouble finding the “right” product for their type of
skin
○ Our message is: Great skin can be created, a makeup and skin care line that
treats acne, scarring, and uneven skin tones.
■ Feel confident
■ enhance natural beauty
○ Gain Consumers trust
■ Let our consumers know that our product are created and approved by
dermatologists.
Promotional Strategy

16. Example of Our Advertisement:

17. Promotional Strategy..
• Changing our image
o Our expertise will continue to dress
like “Doctors” to give the feel of “we
know what we are doing and how
we are doing it”
o Our packaging will be given a more
clean and simple
o And we will include young well-
known celebrities that promote
natural beauty and confidence

18. • Promoting new
products
• Products that are
added to a new
collection in a fun,
cool and hip way
• Promoting new
collection such as
seasonal, or holidays
Delivering the message Instagram:

19. Delivering the message YouTube:
Include videos of
● Different
makeup looks
consumers can
wear
● Keeping up with
latest makeup
trends
● Announcing
special events
or
spokesperson

20. Delivering the message Pinterest:
● Show different makeup tips and tricks
● Promote the makeup advice section that Clinique currently has on their main
websites

21. Delivering the message Twitter:
● Promote new products
added to new
collection
● Promote special offers,
such as discounts,
giveaways, or special
offerings at certain
stores such as Macy’s
● Quick way to connect
with consumers

22. Timetables & Benchmark
Target Date Action Step
Q 1 Prepare and create promotional content (ex. videos)
Q 2 Launch the promotional campaign
Q 3 Assess public response to new marketing efforts (awareness)
Q 4 Evaluate progress (sales)

23. Timetables & Benchmark
Evaluation of marketing plan
based on sales growth
Benchmark against industry
leaders

24. Ethical Marketing
Product
• Quality and safety
o Provide full information about
the benefits and the risks of our products
• Fair packaging and labeling
○ Member of Sustainable Packaging Coalition
○ Using 100% renewable energy resources
for packaging
Distribution
• Exclusive territories
• Prevent predatory competition
Promotion
Prevent false and deceptive advertising
Price
Price fixing
maintaining of prices at a certain level
by agreement between competitors

25. Social Responsibility
• Eliminate all animal testing
• Partner up with PETA
o “Beauty Without Bunnies” campaign
o PETA’s cruelty-free bunny logo placed
on products
• All cosmetic containers
produced with recycled plastic
o Place “Made with Recycled Material”
on products

26. Conclusion
• Corporate Growth Strategy
o Market Penetration
• We will accomplish our goals by:
o Increasing advertising and marketing efforts
 “Creating Unique Beauty” campaign
 Deliver right message to our target market
 Clearly positioning our products as unique,
personalized, effective, safe and prestige
 Present and active on social media
o Adding “Cruelty-Free” and “Made with Recycled
Materials” label on products

27. Thank You!