1. Chelsea Smith
MAR-411
May 15, 2015
Writing Assignment 4
Product and Service Offered
The products Estee Lauder offers range with all concerns any customers might have.
From anti-aging, brightening, age correcting, and the luxury Re-Nutriv, Estee Lauder delivers
excellent products that service the categorized concerns. Estee Lauder puts focus on
technological advancements in formulation but when marketing to its consumers, the products
are about the ritual, feelings, and benefits they might receive. The advancements that push Estee
Lauder to these reformulations are based on the premise that the customers need self-pleasure,
attention, intelligence, results, and simply put confidence.
The products are the skeleton but the services offered by Estee Lauder are the muscles
that bring growth and profit. The services offered online put the focus towards the online
consumer. Customers go to the store because it makes them feel special, wanted, and especially
confirmation that they are using the right things that are worth their money. In a store it is a
dialog with a quick response that brings impulse to buy more. With the online business, Estee
Lauder needs to open the dialog not just with online chat support but through videos, blogs, and

2. simple instructions. We will take it further than an advertising campaign but an open
conversation with the customers.
A woman can buy makeup from almost anywhere of convenience. Estee Lauder must set
themselves apart not only with benefits but the services they make up provides. How to video
blogs are will create strength in customers comfort level of utilizing the products they offer.
This adds value to Estee Lauder and what they offer.
Pricing
Customers expect quick and flexible access that all companies are required to provide
one way or another. Estee Lauder freely provides avenues for conversation via mail, phone, and
e-mail. Another form of communication that Estee Lauder offers and initiates through a pop up
window that will start a conversation through instant messaging or video. The services offered
online are going to be available freely where anyone can access them. This drives the value of
the Estee Lauder products but it is also an expensive obligation to the customer that does not
guarantee a sale.
When the customer finally decides to purchase the price of shipping goes into
consideration. Many other beauty companies like Estee Lauder that offer luxury products offer
free shipping with a minimal purchase of 30-50. To the seller, this justifies the cost of an
individual item or items to a customer, the reward out ways the risk. For the buyer, it is easy for
customers to justify an additional item or paying the required shipping and handling fee.
Whether they realize it or not, customers are given an ultimatum, either buy one more thing or
pay the fee. Customers accept price of the product but will differ to other retailers, or
distributers that have the same price but offer free shipping. Estee Lauder must alternate
between the two or stick with a fixed amount for shipping.

3. Distribution
Distribution of direct sales of Estee Lauder are an expensive cost because each product
must be shipped separately to its destination versus the case to a few locations. Distribution of
the individual products is more frequent as if it were a customer in store globally. The Estee
Lauder also distributes its products not only to brick and mortar locations but other retailers that
feature their products. Their products that goes to Macy’s, Nordstrom, and Saks however the
percentage of the products sold are split between the retailer and supplier.
Integrated Marketing Communications and Promotion
Estee lauder is placing double-digit increases into their digital marketing budget but
spends digital and television vary on their regions and is categorized by regions. The number-
one influencers for beauty consumers. With the target age of 35 to 55 the Estee Lauder aren’t
necessarily social-media savvy but the promotion strategy faces this weakness with a duel
strategy. To create a contemporize brand for younger women while recognizing that older
women are embracing social media as well.
Marketing promotion of the products requires Estee Lauder to remain relevant to their
market by providing interesting messages when and where target customers want them.
Customers are overwhelmed by the market of the cosmetic industry. Estee lauder’s integration
of marketing promotion should be clear and precise to penetrate the white noise the customers
experience daily. The Estee Lauder strategizes their promotions when it is heard the most and
alternating the gifts and incentives.
Estee Lauder marketing communication greatest tool is the internet. The brand and
products are just a small part of marketing. Customers want communication and involvement.

4. Estee lauder will engage any of its users by enticing them to upload content, make comments,
share content, and participate in quizzes and sweepstakes. Estee Lauder is looking for
engagement. Evidence that people are interacting and becoming more loyal to their products.
They are looking for traffic referrals and (sales) conversations.
Online sales are expected to continue to grow especially in emerging markets through
personal computers, mobile sites and applications that are becoming the key channels. The
constant emprovement and involvement in the online presence creates and provides their
consumers an enjoyable, High-Touch experiences when they do their shoping. A reimagined
websites, www.esteelauder.com, gives women an increased incentive to interact with the brand
online which builds a long-term relationship through personalized service and frequently updated
content.